HR leaders, execs place employer branding, employee advocacy at the forefront in recent summit
Top brands, Fortune companies gather in Asia’s biggest employer branding event of the year
BONIFACIO GLOBAL CITY (BGC), PHILIPPINES – This year’s Employer Branding Summit Asia brought together hundreds of HR leaders and employer branding experts from all over Southeast Asia with delegates from top brands like Coca-Cola, Fonterra, Johnson & Johnson, Manulife, Pfizer, Nissan, Traveloka, and Zendesk.
With the theme, “Amplifying your story to inspire the next generation of employer brand ambassadors,” the conference tackled strategies and best practices around employee advocacy to tell the employer narrative and amplify brands through the eyes of talents.
“The continuously evolving business landscape demands our role in attracting, engaging, and retaining talent to pivot at the same pace, if not ahead,” said TalentView CEO, Anj Vera. “It is now imperative for us to take a proactive stance in this evolution, and I believe that the next phase of HR calls for effective storytellers and message amplifiers.”
Speakers from TaskUs, UnionBank, Microsoft, Hootsuite, and Fonterra shared their own experiences on how they’ve successfully told compelling brand stories to attract and engage talents. This gave delegates the opportunity to pick best practices they can apply to kick-start their employer branding journey.
One of the delegates who joined the summit, Lexmark Public Relations and Internal Communications Officer, Jurex Suson, commended, “Thank you for the summit. I can’t wait to go home, reorganize, and change the world.”
Another delegate, Senior Manager for Talent Acquisition John Paolo Madia of S&P Global, shared on his social media account, “Two impactful things for me: (1) creating an organic employee advocacy that resonates with your target audience and (2) transforming employer branding as a function of the business and not just of HR. Can’t wait to flesh out these ideas into value-adding initiatives.”
The event was held on May 30, 2018 at Shangri-La Hotel at The Fort, Manila.
On employer branding, advocacy, and engagement
This year’s conference featured speakers ranging from talent acquisition, marketing, employee engagement, and HR expertise all over the globe.
According to We Are Social founder Simon Kemp, it is vital to start a conversation among people. He said, “Your task is to inspire people to share things that matter to them, so you can keep the conversation going and create content around that.”
To TaskUs Vice President of Recruitment Carmela Sais, investing in the culture of employees is one of the most significant aspects of building a strong employer brand. “If you don’t invest in culture, you’ll spend so much time fixing it,” she said. “When you see your employees not just as resources, that’s when you build strong relationships with them.
HR as a strategic business partner
Beyond practical advice on the best practices of employer branding, the executive panel, composed of Hans Bayaborda, Managing Director of Microsoft Philippines, Mike Boness, General Manager of Fonterra Brands Philippines, and Gillian Hamilton Rogers, Philippines Country Manager of Hootsuite, gave insights on how HR can play a strategic role in driving businesses forward through talent attraction, business partnering, and engagement.
“HR is not considered as a cost center when the strategies are aligned with the business goals,” Boness shared.
According to Bayaborda, what CEOs really want HR to understand is that they should make decisions instead of merely being in the background. He said, “In the past, HR is only a [small] part of the organization. [Nowadays,] HR should be part of decision-making.”
The panel discussed the changes HR has to make in terms of competencies and team composition in order to stay competitive in the current talent landscape and prepare for changes in technologies and talent behaviors.
During her closing remarks, Vera announced the release of her new book, Rethink Recruitment, which tackles what she calls the “7 new realities of talent acquisition.”
The book discusses the ongoing evolution of recruitment and the realities of employer branding as they relate to people attraction, engagement, and retention. In her book, Vera gives practical advice for HR teams to help them evolve their practices and thrive in the art and science of employer branding.
For more information about the event, visit http://employerbrandingsummit.asia.
TalentView is a Manila-based employer branding firm helping Fortune 500 companies in the ASEAN region get noticed and loved through their talent brand. By getting the right mix of strategy, design, and technology, TalentView helps you develop a research-based framework to attract, engage and retain talents. TalentView is the alliance partner of global technologies such as LinkedIn, Talegent, Hootsuite, Meet&Engage and PhoenixATS. TalentView is listed in APAC CIOoutlook’s Top 25 HR Tech Vendors in 2018.
To know more about TalentView, visit us at http://talentview.asia.
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