best practices in employer branding · best practices in employer branding best practices in...

A little about me....

My background

My current role & responsibilities

Expectations for today

Why am I not talking about American Airlines???

Employer Brand or Recruitment Marketing?

What branding is not….

The People:

• Job seekers (Candidate Experience)

The Product:

• Jobs

The Promotion:

• Ads, commercials, campaigns, etc.

The Place:

• Promotion channels based on the target market (people)

The Stakeholders:

• Hiring managers, Recruiters

Conversion Point/Metric:

• Applications/Hires

Timeline:

• Short-term, campaign-based

The People:

• All class of workers

The Product:

• EVP / Culture / Work experience / Careers / The company

The Promotion:

• Brand strategy & activation, Recruitment marketing

The Place:

• The workplace, External channel strategy

The Stakeholders: HR, TA, TM, D&I, Corp Comm, Marketing, Community Relations

Conversion Point/Metrics: External brand sentiment, internal EE sentiment, EE engagement, EE performance, Internal applies/Hires, External applies/Hires, Employee advocacy, Customer experience, Customer advocacy

Employer Brand or Recruitment Marketing?

“Everyone ends up somewhere.

Few people end up somewhere on purpose.”

~Craig Groeschel

PURPOSEFUL

JOURNEY

Purposeful Journey

Source: Research report from HRO Today and Hudson RPO, How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands

Do you have a well-defined employer brand or are you just managing your recruitment marketing?

Do you have a defined EVP that:

truly aligns with your culture and answers the #WIFM for the job seeker and employee?

you must also BE KNOWN as a great place to work!

It’s no longer enough to just BE a good company to work for,

The CUSTOMER experience will never be greater

than the EMPLOYEE experience.

Universal Truths in Employer Brand

The Elephant in the Room… Who owns your employer brand?

Quiz: Who really owns your employer brand?

The employee The job seeker HR Talent Acquisition Talent Management Organization Development Marketing Internal Communications The CEO All of the above?

Typical EB Objectives: Discuss

Define Employer Value Proposition (EVP) Secure long-term recruitment needs Improve engagement & retention Differentiate from competitors Build employer brand on a <local, national, global> level Enhance appeal as employer among current employees Formulate measurable goals and targets for ongoing employer brand work

• Marketing / Talent Acquisition • Talent Acquisition

• HR/ OD / TM? • Talent Acquisition? Leadership? • Talent Acquisition? Leadership? Org Development? • Talent Management / Org Development / Leadership?

• HR? ? ? ? (don’t laugh… but seriously, who?)

Employer Brand “The What”

Brands are relationships

The strength of the brand is a reflection of the depth

of the relationship – stronger brands are more long-

lasting and spark powerful emotions

Brand Perception Questions to ask yourself • Does my company have a sexy consumer product? • If you’re a B2B brand, do job seekers even know who you are? • Are job seekers attracted to my consumer brand or my employer brand? • If job seekers are attracted to our company’s innovative product, does that equal a good employer brand? • Where does our culture and our employee experience fit in?

Something to think about…. Universum’s Most Attractive Employers

• Google, Microsoft, Apple (Engineering) • Google, Apple, E&Y (Business)

(Tech beating consulting for business!) Glassdoor Best Places to Work:

• Bain & Co, Facebook, BCG LinkedIN Most In Demand Employers

• Google, Apple, Facebook

http://universumglobal.com/rankings/world/



https://www.glassdoor.com/Best-Places-to-Work-LST_KQ0,19.htm




https://www.linkedin.com/indemand/NorthAmerica/




Your image as an employer, most commonly defined as the sum of the company's efforts to communicate to existing and prospective staff

what makes your company a uniquely desirable place to work.

Employer Brand

The Good

The Bad

The Uniquely You

Employer Brand

Current employees – the strongest relationship Contingent employees - the most overlooked Former employees – less intense Prospective employees – least intense, but

biggest beneficiary

Your employer brand (n) is defined by how

you are perceived by - and the relationships

you have with - your employees (whether

actively managed or not).

….and goes beyond recruiting to intersect with your talent management and the entire employee experience and beyond.

What are the components of a Brand Strategy?

BRAND STRATEGY:

Includes Brand Positioning, Architecture,

and EVP)

BRAND PERSONALITY / IDENTITY:

How you look – the distinctive visual

presence for your brand across all touch points.

BRAND VOICE:

How you speak. Your brand’s authentic

voice.

BRAND

ACTIVATION:

How you engage your audience – creation &

implementation of communication across

all media.

BRAND MANAGEMENT:

How you keep it all on track – utilizing various management tools to

define & monitor brand success metrics & act as brand “guardians”

Employer Brand

PLANNING & DEVELOPMENT

Before you start....

What’s the current state of the business and business needs/problems you are solving for?

Determine ownership & stakeholders: Who owns the strategy? Who are the leaders that need to buy-in and champion? What business units are impacted by Employer Brand

activities What resources will you need in order to be successful? Develop actionable and measurable goals, objectives and

KPI’s.

NOTE: Producing measurable business impacts should be an EB goal

Typical Employer Brand Objectives

Wait.... What’s missing?

Objectives are still employer centric....

We need to ‘adjust’ that narrative through our process.

PLAN: Research, Audit & Assess:

Needs analysis

Competitive analysis

Current state/gap analysis

Candidate experience audit

Career site audit

Job posting audit

Social media audit

Review site audit

Focus groups/ surveys

DEVELOP: Strategy & Define EVP

Key differentiators

Attributes

Brand pillars

Employer narrative

EVP

Brand personality/ Theme

Candidate experience journey

Candidate persona’s

Brand activation

Creative concept development

Visual imagery development

Employer brand guidelines

Communicate

Content & channel strategy

Internal /external

Communication strategy

Talent attraction/ recruitment marketing

Social media strategy

Brand advocacy strategy

MEASURE:

Define key metrics

Manage and measure

Ensure ownership & action plan

Implement

What does an end-to-end Employer Brand Strategy look like?

Research: Needs Analysis

Assess current strategy (alignment with organizational goals and objectives) Engage stakeholders: HR, Brand, Communication, Leadership, etc Define your target audience Assess current EVP perceptions: internal & external Market research:

– Competitive Analysis: Who is best in class and why? – What are candidate expectations around best in class? How does client candidate

experience compare? – What is the value prop to the organization for investing in building your employer

brand?

External brand audit (Career site, social, review sites, etc) Survey external candidates/candidate experience Determine long term goals around attracting talent: What attributes currently define

you as an employer? What would you like to define you as an employer? – What are the challenges that are keeping you from meeting those goals? – Are those goals realistic?

Internal research: Conduct internal focus groups to understand employee career goals,

what attracts them, why they stay, current gaps, why they leave. Pulse surveys Leadership interviews Employee profiles / demographics / workforce distribution


Sample Brand Audit: Internal Who is XYZ Company?


Sample Brand Audit: Career Site

25

<2 clicks to Job Search Feature

Consistent and Easy

Navigation

Showing Unique Differentiators

Featuring Employees in

Videos or Testimonials

Mobile Friendly

United Rentals

Xylem MNOP

ABC Co

DEF

GHI

JKL

ABC Co

DEF

JKL

GHI

QRS

MNOP


Evaluate: Who are you attracting vs. who you want to attract? What is your current candidate experience vs. your desired candidate

experience? What are your advertised values vs. your perceived values by your employees?

Is leadership involved in ensuring the company is investing in attracting the best

talent? If not, is there an appetite for that conversation based on business need? Is company leadership able to effectively articulate who the company is, the

mission, vision and values and what's most important to the company goals and objectives?

Can company leadership effectively articulate who they need to attract to fill their positions?

What tools do you have vs. those of best in class?

Do you have an EVP? Can employees easily state why they enjoy working for

your company?

Research: Gap Analysis PLAN: Research, Audit & Assess:

Research: Brand Audit Checklist:

Online Presence

Company Career Site & Micro-sites (Messaging,

Navigation, Employee Testimonials, etc)

Online Review Sites (ratings, reviews, photos,

career focused company information)

Social Media Presence

Company Social Media Accounts

Company Careers Social Media Accounts

(Career CTA’s, EB Content, Jobs)

Recruitment & Hiring Process

Recruiting Channels (Digital, Social, Traditional)

Job posting distribution channels

Career Fairs (Booth, Collateral)

Social Recruiting Efforts

Recruitment Advertising

Job Postings / Advertisements (messaging,

format, grammar, overall appeal)

Job Boards Presence / Strategy

Talent Management Process

Candidate Experience:

Application Process (clearly defined

process, mobile responsive, time to

apply)

Applicant Screening Process

Interview Process

Selection & Notification

Onboarding

Training

Current & Exited Employees

Performance Management Process

Current Employees

Exited Employees (include candidates

who dropped out of the hiring process)


Brand Strategy Development Content

Define who you are, build your story and the elements you need to effectively and authentically tell your story.

Determine Points of Parity (PoP) / Points of Differentiation (PoD) PoP = essential qualities of your company that are a “must have,” but don’t differentiate

you from your direct competitors, because they also “must have” those same qualities. PoD = True differentiators that are the “uniquely you.”

Develop key attributes/statements

Determine brand pillars Develop employer narrative

Develop EVP

Develop brand personality / brand themes Develop desired candidate experience journey and candidate persona’s


The most important attributes and principles you want communicated through your brand. They must be lived out by your employees and their actions every day. What do you want your brand to convey? This means you’ll need to think of your brand as a collection of the following:

• Candidate Experience • Company Culture • How do you initially treat the people who want to work for you? • What do you offer employees in return for their time and effort? • What’s the ethos of your company? What do you care about? • People • What do your leaders believe in? What kind of individuals make up your workforce?

Brand Pillars

Crafting brand pillars should be narrowed to the most important, write

down exactly what they mean to your business, or the way your business

exemplifies these pillars.


Making a difference: There’s no passion without progress. Company XYZ believes in setting clear goals and letting people get on with taking action. There’s always a challenge, every opportunity to prove yourself and very little chance of getting bored. Part of a winning team: Company XYZ status as the world’s number one brand has been achieved through a relentless passion to win. Whatever your role in Company XYZ , you’re part of a team that enjoys competing and never settles for second best. Realizing your full potential: Company XYZ is passionate about bringing out the best in people as it is about getting results. With growing investment in training and an emphasis on home grown talent, there are thousands of career success stories at Company XYZ . An enjoyment business: Company XYZ brings enjoyment to millions of people through its market leading brands and the many community activities our employees participate in each year. We try to ensure our people enjoy their work as much as consumers enjoy our products.

Brand Pillars - Example DEVELOP: Strategy &

Define EVP

COMMUNITY People

INTEGRITY Values

INGENUITY Challenge

IMPACT Purpose

People can count on us.

And we can count on each

other. Each day we make

a commitment to putting

the customers and

communities we serve

above ourselves. We do

the same for those who

work alongside us–and for

their families, too.

Because we started as a

family business, and being

supportive while

empowering each other is

who we are. It keeps us

grounded. And it reflects

our humanity.

We do the right thing.

Every task. Every

interaction. Every

decision. Integrity is

essential in all we do. And

so we are open and

honest. Accountable and

loyal. Our business, our

customers, and our

employees rely on it.

Working with integrity

means we strive for

excellence. We put in an

honest day’s work. And we

go the extra mile for

others when it’s the right

thing to do. Yes, it’s a high

ethical standard, but it’s

one we rise to every day.

We are problem solvers.

Challenge excites us.

Because innovation is

what we do best. With

direction and purpose,

imagination,

resourcefulness and skill,

we apply ingenuity to

tasks great and small. We

share ideas freely and

value new voices. We stay

current with industry

trends and have

pioneered our own longer

than any other company.

The drive to innovate is in

our blood, and we will

never stop taking the

initiative to revolutionize

what we do.

We make a difference.

We do the kind of work

that requires us to get it

right. The first time. We

know that people’s homes

and businesses rely on us

to be responsive and

effective. We have an

opportunity to make a real

difference for them. It

gives us a greater sense

of purpose to give them

confidence and

reassurance. With grit and

courage, we dedicated

ourselves to their safety

and well-being for the long

haul. Because making a

positive impact is the

legacy we hope to leave

for generations to come.

Employer Brand Pillars

Most Important Attributes and Principles


The EVP should define how you’d like to be seen. It should be clear, focused

and easy to understand. Ultimately, it should answer the question uppermost

in employees’ and candidates’ minds:

An effective EVP should help build a bridge between the qualities talent

expects from an employer, and the qualities the organization needs to deliver

in relation to its performance objectives (including customer value).

“What’s in it for me if I work for XYZ company?”

Proposition – aspirational statement

Employer (who/what) – unique, distinctive to your company

Value (to employee) – what your company offers to the employee

Employer Value Proposition DEVELOP: Strategy & Define EVP

EMPLOYER ATTRIBUTES

Qualities That Define your

Company as an Employer

EMPLOYEE ATTRIBUTES

Qualities to Employees Value in

your Company

(Values section of Value Prop)

EMPLOYER VALUE

PROPOSITION

(EVP) The Compelling Reason to

Work at Your Company

EMPLOYER BRAND PILLARS

Your Company’s Most Important

Attributes & Principles

Brand Pillars - -> EVP DEVELOP: Strategy & Define EVP

Employer Narrative

We are industry pioneers. Nowhere else can you work

where it all began. Our founder was an engineer who

launched an entire industry, and we’ve been advancing it ever

since. Let’s embrace the challenge to innovate.

We make a difference. Our work matters for families,

communities and people around the world. It fills us with pride

and accomplishment to know we are making a positive

impact–and leaving a legacy for generations to come.

We live our family values in everything we do. We take

care of our own. Here, your family is our family. Nothing is

more important than the well-being and fulfillment of those

who make our business thrive.

We share our success. Sharing and celebrating our

stewardship is one of our greatest joys. Each of us has a real

stake in our company’s success. Whether it’s through benefits

or learning opportunities, those who work here are thanked

and rewarded.

We empower our people. We believe we do our best work

when we have the freedom to act. We trust our people to own

their jobs, to take the initiative and to perform with honesty

and integrity.

Proposition Statement

Own your own journey.

For the curious and courageous,

the selfless and self-driven,

you have the opportunity here

to own your journey.

You can take charge of your career

by raising your hand–for a project,

a new idea or simply because you are

the right person for the job.

The result?

You drive your own career.

And you help others along the way.

XYZ Co is big enough

to help you make it happen–

and small enough to care.

Employer Brand IMPLEMENTATION

Brand Activation

Creative Brief

Creative Concept Development (based on brand theme/personality) Creative Asset Development (Visual imagery elements) Graphic Design photography Video

Copy Development Tag lines Calls to Action Career area content

Employer Brand Guidelines & Playbook

Brand Activation

Copy and creative development of distinctive assets and unique attributes

Brand Communications

Define key audiences: desired outcomes, specific creative/campaign themes, channels, media

Develop strategy for internal, external communication

Roll out of internal communication initiatives

Execute external communications strategy

Develop talent attraction strategy/recommendations

Social media strategy (reactive/triage, proactive/content development)

Employee brand advocacy strategy

Communicate

Content to Drive Engagement

Memorable Dramatization

These convey insights through

storytelling.

Evocative Visuals

Pictures aren’t just worth a thousand

words, but emotions are as well.

Repeatable Sound Bytes Small repeatable headlines help feed the

press and increase likelihood of social

sharing.

Emotive Storytelling

Stories share info in ways people tend to

remember, and ideally, are easily

repeatable and sharable.

Shocking Statistics Draw attention to statistics that provide

“big wins” for your employer brand

Reminder:

This is meant to create a hook in the

audience’s minds and hearts. Visuals are

key!

Evoking emotional response = action, engagement

Employer Brand “The How”

MEASURE

"Having gathered these facts, Watson, I

smoked several pipes over them, trying to

separate those which were crucial from

others over which were merely incidental."

- Sherlock Holmes

Measurement / KPI’s

Define key metrics to be measured

Manage and measure internal & external metrics Ensure ownership & action plan

Employer branding metrics should be determined by financial

resources and the capabilities to support the compilation,

analysis and reporting of metrics.

MEASURE:

1. Referral Traffic:

Web visitors who come to your website

through social media. This metric tells

you that your content is generating

awareness on social media.

3. Employee Net Promoter Score:

The NPS measures loyalty between

brands and their customers / job

seekers by asking, “How likely is it that

you would recommend our company/

product/service/job to a friend or

colleague?”

2. Direct Traffic:

Job seekers who visit your website by

typing your URL into your browser.

This metric tells you your brand is

memorable (and is key to passive

candidate attraction efforts).

4. Exposure to New Audiences

Content will quickly become your

brand’s engine for growth. Employee

advocacy marketing efforts can help

your business uncover new talent

pools, pipelines and channels.

http://www.socialmediatoday.com/

There are four KPIs your program will influence:

Measurable Results = Direct Impact to Brand

• Time to fill • Time to slate • Cost per hire

(aggregate) • Quality of hire • Time to productivity • Internal applies/hires • External applies/hires • Employee Referral

Rates • Retention rates

• Turnover rates • Absenteeism • Total costs of labor to

revenue • Candidate

satisfaction rates • Employee

satisfaction rates • Employee

engagement levels

Workforce & Recruiting Metrics:

• eNPS • Earned Media Value • External brand sentiment • CEO approval rating • Internal employee sentiment • Cost-per-app/hire by qualified channel/source • Source of Influence • Total yield by channel (quantity and quality) • Diversity yield by channel (quantity and quality) • Candidate retention by channel • Interview-to-offer ratio by channel • Offer-to-acceptance ratio by channel • Percentage of candidates screened-in for further

assessment by channel • Employee Experience Satisfaction • Customer Experience Satisfaction

Brand & Marketing Metrics:

Key Metrics / KPI’s MEASURE:

summary

Employer Brand Health Check

Do you know what the brand perception is of your company as an employer?

Is your external recruitment marketing authentically telling the story of your workforce and

culture?

Does your company monitor and/or audit your external brand perception?

Do you have an EVP or plans to develop one?

Do you feel like you have a comprehensive understanding of the difference between employer

brand and recruitment marketing?

Do you feel like you have the foundational information you need in which to build a true Employer Brand Strategy?

Do you have buy-in across all of the departments who should be involved in developing and managing your employer brand?

Are you actively managing your employer brand for your total workforce – i.e. your contingent

workers?

If I were to ask your contract workers if they’d like to work for you full-time, would they say yes?

Thank you for joining!

Let’s connect! @thecarriecorbin

[email protected]

http://linkedin/in/carriecorbin

mailto:[email protected]

mailto:[email protected]

http://linkedin/in/carriecorbin

appendix

Sample Client Brand Pillar, Attribute & EVP

Development

Sample Brand Audit: Career Sites

49

<2 clicks to Job Search Feature

Consistent and Easy

Navigation


Featuring Employees in

Videos or Testimonials

Mobile Friendly

United Rentals

Xylem MNOP

ABC Co

DEF

GHI

JKL

ABC Co

DEF

JKL

GHI

QRS

MNOP

50

Compelling Overview

Consistent Messaging Used


Inspiring Messaging

Proper Formatting &

Grammar

United Rentals

Xylem

United Rentals

Xylem

GHI

JKL

Sample Brand Audit: Job Descriptions

ABC Co

DEF

JKL

GHI

QRS

MNOP

Evaluation criteria (1 point assigned per question = 5 points total) 1. Links from Careers Website (clearly available & working) 2. Dedicated Career Account/Playlist 3. Consistently Sharing Jobs/Job Previews 4. Consistently Sharing Relevant Career Content 5. Consistently Includes Links to Career Site in Posts/Tweets/Video Descriptions

012345

LinkedIn Facebook Twitter YouTube

Chart Title

Sample Brand Audit: Social Media

52

Rating

(out of 5 stars)

2.5

2.7

2.1

3.5

2.9

2.7

# Reviews

30

12

37

239

73

8

# Photos

3

0

0

10

0

0

Employee Referral Rating

38%

49%

21%

69%

51%

37%

Career Focused

Overview

Current Awards & Accolades

Paid Branded Profile

United Rentals

Xylem

United Rentals

Xylem

ABC Co

DEF

JKL

GHI

QRS

MNOP

Sample Brand Audit: Glassdoor

Sample Brand Audit: Candidate Experience

1. Website functionality – navigation, realistic job previews, and hiring process outlined

2. Apply process – ability to easily upload a resume or apply via LinkedIn, mobile apply and option for job seekers to check their status

0

1

2

3

4

5

6

7

Website Functionality Apply ProcessCa

nd

ida

te E

xp

eri

en

ce

R

ati

ng

Not aligned Product company versus a solutions company Process oriented versus entrepreneurial Corporate versus family owned There is a fear that being too process oriented and corporate

takes away the ability to be entrepreneurial. Some people are on board with the changes (more so at the

headquarters level), while others (predominantly field) are not Concern that corporate is trying to dictate to the field rather

than support the field and thus, support the customers

“We need to just own that we are more than a rental company, we are a solutions

company. It’s what we do best and it’s what differentiates us from anyone else.”


People who “raise their hand” with a business case are usually supported. Sense of pride in the diversity of products and services the ability to mobilize for emergency response Appreciation for how the family ownership has driven the business in terms of people relationships Family Values: “Your family is XYZ’s family.” Company will sacrifice a dollar to save a customer – or an employee in order to do the right thing.

“I have been allowed to run a business

as long as I made reasonable

decisions and was left alone to run my

own business. There was, to a lesser

degree now, an entrepreneurial spirit,

as long as you were honest and

ethical. That appealed to me and I've

been very successful doing that.”

“John Doe is the best CEO I've ever

worked for. Fabulous to work for.”

“The company really does care, sincerely,

about their employees. Very family

oriented.”

“Has been an interesting journey, like drinking from a fire hose.

Involved in a lot of different things. Oil is very cyclical - so now in

10 different segments. Because of the complexity, we have a lot

of things going on every day.”

Overall Experience


GAPS High level overview of initial observations of gaps in expectations/process vs employee and leadership perceived reality. Example: • Values: Stated values vs. perceived values

• Communications: Challenges / Expectations vs. Reality / Implications

• Training & Development: Onboarding, Succession Planning, ELP

• Career Path/Opportunity: Raise your hand culture with limited guidance

• Who is XYZ Company? Time of transition – conflicting ideals about who core

company identity What does success look like? Conflicting ideals about who should be hired Leaders: Entrepreneurial, empowered, risk-takers, initiative Employees: Yes men, loyal, hard-working, not risk-takers. Creates gap for promotions, particularly when compounded by lack of training &

development

Sample Gap Analysis Example

Values: People really are first. Do the right thing. Mobilize quickly. Your family is our family. Every day is different. Safety. Financial Stewardship

Communications: Great communications needs emotion and is never risk free Communicate substance, clearly & concisely. Common, communicated goals (i.e. focus for

the year). Share the good: Missing a key opportunity to leverage CSR by the leaders and the company

Training & Development/Talent Management: Absolutely must be a priority if there is an expectation to promote and develop

Career Path/Opportunity: Need to find ways to ignite excitement in new hires. Can’t expect people to raise their hand and take initiative when hiring “yes-men” who are hard-working and loyal. Likewise, while also guiding, developing and rewarding the right behaviors

Who is XYZ Company? Find the balance (set a goal) of the entrepreneurial legacy and culture of empowerment - while also creating consistent best practices to set up all of the branches for success and leverage economies of scale for profitability and efficiency

What does success look like? Leaders: Entrepreneurial, empowered, risk-takers, initiative Employees: Yes men, loyal, hard-working, not risk-takers. Creates gap for promotions, particularly when compounded by lack of training &

development

Sample Gap Analysis Recommendations

Develop clear understanding of competitive advantage AND communicate this to employees, as well as externally.

You already have a sense of pride established amongst your employees – how can you capitalize

on the good you already have going for you? For example, by aligning everyone behind a common mission.

Need to weed out some old stereotypes in terms of diversity, but also with generations and work

capability. For example: Don’t assume that because people have changed jobs early in their career that they aren’t motivated; they may just have different motivations than you (especially given the average tenure for most people is now 4 years).

Celebrate fun – not just successes : especially in an always changing engineering culture that is often high stress, hard work and with high expectations

Employee Engagement: Reward retention vs. seniority Generational Differences: Rather than just learning to manage younger workers, need to

seek to understand, reward and develop Internal technology/mobile – know your audience.

Sample Gap Analysis Recommendations

COMMUNITY People

INTEGRITY Values

INGENUITY Challenge

IMPACT Purpose

People can count on us.

And we can count on each

other. Each day we make

a commitment to putting

the customers and

communities we serve

above ourselves. We do

the same for those who

work alongside us–and for

their families, too.

Because we started as a

family business, and being

supportive while

empowering each other is

who we are. It keeps us

grounded. And it reflects

our humanity.

We do the right thing.

Every task. Every

interaction. Every

decision. Integrity is

essential in all we do. And

so we are open and

honest. Accountable and

loyal. Our business, our

customers, and our

employees rely on it.

Working with integrity

means we strive for

excellence. We put in an

honest day’s work. And we

go the extra mile for

others when it’s the right

thing to do. Yes, it’s a high

ethical standard, but it’s

one we rise to every day.

We are problem solvers.

Challenge excites us.

Because innovation is

what we do best. With

direction and purpose,

imagination,

resourcefulness and skill,

we apply ingenuity to

tasks great and small. We

share ideas freely and

value new voices. We stay

current with industry

trends and have

pioneered our own longer

than any other company.

The drive to innovate is in

our blood, and we will

never stop taking the

initiative to revolutionize

what we do.

We make a difference.

We do the kind of work

that requires us to get it

right. The first time. We

know that people’s homes

and businesses rely on us

to be responsive and

effective. We have an

opportunity to make a real

difference for them. It

gives us a greater sense

of purpose to give them

confidence and

reassurance. With grit and

courage, we dedicated

ourselves to their safety

and well-being for the long

haul. Because making a

positive impact is the

legacy we hope to leave

for generations to come.

Employer Brand Pillars

Most Important Attributes and Principles

WE ARE INDUSTRY

PIONEERS

WE ARE COMMITTED

TO STABILITY

WE MAKE A

DIFFERENCE

WE PROVIDE A SAFE

WORK ENVIRONMENT

• We were founded by an

engineer and

spearheaded a new

industry.

• We have provided

innovative, end-to-end

solutions longer and

better than anyone else.

• We excel at creatively

engineering total

solutions for our

customers and are

proactive in all the

industries we serve.

• We create products that

are unique and

innovative.

• We do the right thing,

the right way, the first

time, by our customers,

our employees and their

families, as well as by

the communities we

serve.

• Ethics, honesty and

integrity are core to

everything we do.

• We enjoy security within

a privately owned

company.

• We have been in

business for over 80

years and continually re-

invest in the business

and our employees.

• We are constantly

evolving, diversifying

and innovating our

business solutions,

products and services.

• What we do is unique;

we make a positive

impact.

• Our work is bigger than

each of us as

individuals.

• We practice teamwork

to collectively take care

of each other and our

customers.

• Our employees enjoy

rewarding work that

comes with a sense of

pride, accomplishment

and fulfillment.

• We help communities

and craft creative,

innovative solutions that

make a difference in the

quality of people’s lives.

• We genuinely care for

our employees and their

families, as well as for

one another.

• We live our commitment

to caring for the safety

of our employees in all

that we do.

• We provide programs

and education to

promote workplace

safety.

• We always strive to do

the right thing, by our

employees and by the

customer.

• We take pride in our

ability to develop

solutions that protect our

environment.

Employer Attributes

Qualities that Benefit Employees (Values section of the Value Prop)

JOIN THE FAMILY LEARN AND GROW BE EMPOWERED GET THINGS DONE

Supported. Valued.

Respected. That is how

you feel when you work at

Rain for Rent. As a family

owned business, we live

our family values in all we

do. It’s important to us that

you are treated as one of

our own, that you can

have fun at work, and that

your family is Rain for

Rent’s family. Ours is a

culture of support and

respect. And so we

dedicate ourselves to

helping you do your best

work and live your best

life.

Welcome to a world of

opportunities. Rain for

Rent is a privately-held

company that gives you a

real stake in our

company’s–and your

own– success. What’s

more, you can learn from

the masters here. These

are the leaders who

pioneered and continue to

influence our industry

today. There is no better

place to carry on their

legacy–and to make your

own mark.

Own your job. Find the

solution. Help your

customer. At Rain for

Rent, you are empowered

to take the initiative. Ours

is a people-driven,

service-driven, solutions-

driven company that sets

the bar for innovation in

our industry. And so we

rely on your smart

solutions when speed and

good judgment are in

order. We will count on

you, challenge you, and

trust you. Your customer’s

confidence is in your

hands.

You join Rain for Rent

because you like a

challenge. You work hard,

use ingenuity and can

solve a challenging

problem. As a mid-size,

privately held company,

we are agile and flexible

enough to help you make

things happen. You get

decisions faster. Our

teams mobilize more

efficiently. Even your most

out-of-the-box solution can

become a reality. This is

where your best ideas

shine.

Employee Attributes

Qualities that create value for Employees

We are industry pioneers. Nowhere else can you work

where it all began. Our founder was an engineer who

launched an entire industry, and we’ve been advancing it ever

since. Let’s embrace the challenge to innovate.

We make a difference. Our work matters for families,

communities and people around the world. It fills us with pride

and accomplishment to know we are making a positive

impact–and leaving a legacy for generations to come.

We live our family values in everything we do. We take

care of our own. Here, your family is our family. Nothing is

more important than the well-being and fulfillment of those

who make our business thrive.

We share our success. Sharing and celebrating our

stewardship is one of our greatest joys. Each of us has a real

stake in our company’s success. Whether it’s through benefits

or learning opportunities, those who work here are thanked

and rewarded.

We empower our people. We believe we do our best work

when we have the freedom to act. We trust our people to own

their jobs, to take the initiative and to perform with honesty

and integrity.

Proposition Statement

Own your own journey.

For the curious and courageous,

the selfless and self-driven,

you have the opportunity here

to own your journey.

You can take charge of your career

by raising your hand–for a project,

a new idea or simply because you are

the right person for the job.

The result?

You drive your own career.

And you help others along the way.

XYZ Co is big enough

to help you make it happen–

and small enough to care.

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