Issue link: http://www.insightdigital.biz/i/1199751
w w w.in s i g h t o n m f g . c o m Januar y 2020 • /INSIGHT ON MANUFACTURING | 25 successful when facilitated by an objective third party. • Compile a key findings report with results and insights gained from your research. This will guide the next phase. • Identify all of your key strengths as an employer. After you brainstorm an exhaustive list, decide on the five strongest. Those become your Unique Selling Propositions (USPs). • Take your five USPs and, for each one, list all the emotions you can think of that a person may feel when they think of that particular strength. Again, after you have many ideas, select one emotion for each USP. These become your Unique Buying Propositions (UBPs). • Using your USPs and UBPs, develop your employer brand positioning statement. This is a structured sentence that explains who your company is and who you're talking to, what sets you apart and why someone should care. It's a single sentence stating exactly what your position in the workforce marketplace will be, your EVP. Follow this example positioning template: To (audience) … Company Name is (fact) … That (point of difference) … Because (reason why) … • Define your employer brand personality and voice. Start by thinking about your company as a literal person. Think about it from an employee's perspective and choose phrases that will help them understand what working for you means. • Compile all of your work into a brand language manual and share it with any team member who might touch elements of your brand. • Develop a plan to roll out your employer brand, first internally with existing employees, and then externally with prospective recruits. This plan should include updating existing materials (like job descriptions and your website), as well as new tactics to reach your target audience. • Go live it. There's no getting around it, this is a lot of work. It's work you'll have to prioritize on top of your other strategic initiatives, but it's worth it. Do these things consistently, powerfully and fairly and you'll have an employer brand that'll be the envy of your competitors. F Melinda Morella-Olson is the director of strategic engagement for Imaginasium, where she is responsible for uncovering client needs and matching them with Imaginasium's capabilities. She is also instrumental in developing the strategic partnerships and marketing strategies that help Imaginasium connect with prospective clients and the community. Her experience includes speaking/ professional development, education, fund development, marketing and strategic planning. Developer briefings will be held at 3:00 p.m. with networking and reception to follow from 4-7 p.m. For information or to sponsor this event, visit insightonbusiness.com/indevelopment or call (920) 882-0491 Wednesday, March 18, 2020 | 2 – 7 p.m. Oshkosh Convention Center, Oshkosh Tickets: $45 Preregistration | $50 at the door Michael Belot KEYNOTE SPEAKER: Michael Belot Milwaukee Bucks senior vice president of Bucks Ventures and Development Michael Belot develops and implements the strategic real estate and business growth objectives for the Bucks' overall organization, including the 30-acre entertainment district. His responsibilities include continuing the growth of the team's retail, parking and food and beverage operations, as well as the business side of the Bucks' Wisconsin Herd G League team, and Bucks Gaming, a member of the NBA 2K League. KEYNOTE SPONSOR :