sma spring conference brand like a pro deb andrychuk vice president of talent acquisition services...
Post on 10-Jan-2016
219 Views
Preview:
TRANSCRIPT
SMA Spring Conference
BRAND LIKE A PRO
Deb AndrychukVice President of Talent Acquisition ServicesThe Arland Groupwww.thearlandgroup.com
CONTENT
WHAT WE’RE TALKING ABOUT
» Caring about Employment Branding» How to sell it up in your organization» Preparation tips» Simplistic Employment Branding» I’m done, now what?» To be continued…
thearlandgroup.com
WHY YOU SHOULD CARE ABOUT
EMPLOYMENT BRANDING
START
CANDIDATE EXPERIENCE
You can’t have a great employer brand without a great candidate experience.
Start by treating every candidate like a customer.
thearlandgroup.com
START
“WAR FOR TALENT” IS BACK
March 2015+126,000 jobsFebruary 2015+295,000 jobsJanuary 2015+239,000 jobsDecember 2014+329,000 jobsNovember 2014+423,000 jobs
Source: Bureau of Labor and Statistics, Economic Releases Nov 2014- February 2015
thearlandgroup.com
CASE
BOOMERS…PEACE OUT!
>thearlandgroup.com
Source: Fry, Richard “This Year, Millenials will Overtake Baby Boomers” (Pew Research Center) 16, January 2015 Retrieved 29 March 2015 http://www.pewresearch.org/fact-tank/2015/01/16/this-year-millennials-will-overtake-baby-boomers/
DATA
GEN-Y REVOLVING DOOR
60%40%87% ISSUES
of Millennials leave their company in less than 3 years
of companies carry 50+ Millennial workers
companies say it costs $15 to $25K to replace Millennials
Source: Schwabel, Dan “Millennial Branding and Beyond.com Survey Reveals the Rising Cost of Hiring Workers from the Millennial Generation” Millennial Branding 6 August 2013 Retrieved on 29 March 2015 http://millennialbranding.com/2013/cost-millennial-retention-study/
thearlandgroup.com
WHAT STUDENTS WANT FROM A JOB
thearlandgroup.com
RESEARCH
SURVEY SAYS…ISSUES
Source: http://www.adeccousa.com/about/press/Pages/2015-college-student-survey-stability-vs-dream-job.aspx
70% of students prefer a job withSTABILITY lacking passion vs.a job with PASSION devoid of stability.
thearlandgroup.com
RESEARCH
WISH LIST
Source: http://www.adeccousa.com/about/press/Pages/2015-college-student-survey-stability-vs-dream-job.aspx
thearlandgroup.com
36%19%19%
Career growth
Fulfilling work
Stability
HOW TO SELL EMPLOYMENT BRANDING
ENGAGED
WHY EMPLOYMENT BRANDING
29%51%83% ISSUES
1. http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx2. Glassdoor CEO Robert Hohman quoted at the Glassdoor Employment Brand Summit, September 2014
of employees are engaged
have buyers remorse
leave in the first year
thearlandgroup.com
WHY
DUAL PURPOSE & AUDIENCEEmployer Brand
ATTRACT & REPELInternal Associates External Jobseekers
thearlandgroup.com
START
DEVISE YOUR WHY FORMULA
But Mr. CEO, everyone’s doing it!
Why can’t we?
thearlandgroup.com
http://www.hireright.com/calculator
PREPARATION TIPS
PLAYERS
IDENTIFY KEY STAKEHOLDERS
thearlandgroup.com
TEAM
GET BUY IN FROM ALL
thearlandgroup.com
THINK
DEFINE GOALS & OUTCOMES
» Start with your challenges first if you aren’t sure
» Define what your goals are and their desired outcomes
» Define how to measure your goals
» Share them with the team
» Hold yourself and everyone accountable (tie to MBO’s)
thearlandgroup.com
ORGANIZE
ROLES & RESPONSIBILITIES
» Who’s doing the work?
» Set expectations
» You can’t always get what you want
» Sh!t happens
» Can’t stop. Won’t stop.
thearlandgroup.com
ORGANIZE
PREPARE TO MEASURE
» Document all baseline numbers
» Setup protocols to track improvements
» Use your tools (Google Analytics, Sprout Social, etc.)
» Act on the data to evolve your employment brand
thearlandgroup.com
THE PROCESS
BRAND
PUT IT IN SHERLOCK MODE
EVP
Roundtable Discussions
1-on-1 Interviews
SurveysInternal and
ExternalGlassdoor
Town Hall Meetings
thearlandgroup.com
BRAND
GATHER SENTIMENT & TRENDS
Have Keith add summary of findings here and a word cloud??
thearlandgroup.com
BRAND
BOIL IT DOWN TO THE ESSENCE
Who are we?How are we different?
Who are we trying to attract?
Your audience is job seekers. NOT CUSTOMERS OR INVESTORS.
thearlandgroup.com
BRAND
CREATE A UNIQUE TAGLINE
thearlandgroup.com
BRAND
DEVELOP YOUR LOOK
thearlandgroup.com
» Must follow the corporate brand…
» …but must be targeted at YOUR audience
» Do what you can to go “off the grid”
» Have to find a hook
thearlandgroup.com
ACTIVATE
WEBSITE
thearlandgroup.com
WEBSITE
thearlandgroup.com
WEBSITE
BE UNIQUE! BE YOURELF!
thearlandgroup.com
BRAND
BE AUTHENTIC!
thearlandgroup.com
thearlandgroup.com
thearlandgroup.com
thearlandgroup.com
COLLATERAL
thearlandgroup.com
BLOG
thearlandgroup.com
VIDEO
thearlandgroup.com
AMBASSADORS
thearlandgroup.com
TO BE CONTINUED
BRAND
KEEP YOUR CONTENT FRESH
thearlandgroup.com
» The project has finished…
» …the work has just begun!
» Stagnant employment brands fail. Evolutionary brands succeed.
QUESTIONS?
top related