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  • Transforming the world of work.

    Employer Branding, Candidate Experience

    And How to Gain Competitive Advantage

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Todays Webinar Presenters

    Client Engagement Manager

    Stacey Smiel

    2

    Charles Summers

    Demand Generation Manager

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Communicating With The Presenters

    Twitter: @OutMatchHCM, #OutMatchInsights

    GoToWebinar Questions Queue

    For the recorded version or a copy of today presentation, please email us at info@OutMatch.com or go to www.outmatch.com/webinars to find all of our recorded webinars.

    How to interact with us

    3 2017 OutMatch. All rights reserved.

    mailto:info@OutMatch.comhttp://www.outmatch.com/webinars

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Agenda

    4

    How does improving employer branding improve bottom line?

    What branding and employer branding look like

    Steps to improve employment branding

    Why candidate experience is important

    Identifying problems with your candidate experience

    How to improve your candidate experience

    Questions

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    5

    Poll: Where could your

    employer branding

    use the most

    improvement?

    A: Alignment with company brand

    B: Content creation and distribution

    C: Candidate/employee experience

    D: Targeting a specific audience of

    which contains your ideal candidate

    E: None of these

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    6

    Poll: How are you

    showcasing your

    company

    strengths?

    A: Company Website

    B: Content

    C: 3rd Party Channels

    D: Other

    E: Not showcasing strengths

    currently

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    7

    Poll: What technologies

    are you currently

    using?

    A: Applicant Tracking Systems

    B: Assessments Technology

    C: Payroll/Benefits Software

    D: Automated Reference

    Checking

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    8

    Poll: Do you experience

    any of these

    problems?

    A: Cant agree on top hiring priorities

    B: Mission is unclear

    C: Struggling to adapt to a changing

    environment

    D: Cant find enough qualified

    candidates

    E: None of these 2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Drive company performance through getting and keeping great people

    Predictive Technology

    Most Valuable Resource

    9

    These core competencies lead to advantages over the competition, resulting in things like:

    Increased Revenue

    Increase in Market ShareCompetitive Advantage

    Improved Resources Lead to improved company core competencies such as:

    Innovation

    Quality

    Flexibility

    Core Competencies

    Better Employees lead to improved resources such as:

    Customer Service

    Technologies

    Sales Ability

    Resources Improve Employer

    Brand/Candidate Experience

    Reduce Employee Turnover

    Find and hire the right employees using data analytics

    Employee/Leader Development

    Employees 2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    What Branding Looks Like

    A brand is a name, term, design, symbol, or

    any other feature that identifies one sellers

    good or service as distinct from those of other

    sellers (American Marketing Association).

    10 2017 OutMatch. All rights reserved.

    Branding

    Branding is the process of giving a meaning to specific products by creating and shaping a brand in consumers minds.

    Where does branding occur?

    Advertising/communications

    Design of product/product packaging

    Sponsoring and partnerships

    In-store (Pepsi branded displays)

    Attractive prices vs. prices of quality

    Visuals - logo, colors, website functionality

    Goals of Branding:

    The objective is to attract and retain loyal customers by delivering a product that is always aligned with what the brand promises.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    What Employer Branding Looks Like

    11 2017 OutMatch. All rights reserved.

    Where does employer branding occur?

    Everywhere corporate and consumer branding

    happens

    Candidate experience (Careers page, ATS,

    Assessments, Interview)

    Post employment experience (Benefits,

    Interactions, etc.)

    Third party channels (Glassdoor, Job Boards,

    Career Fairs, Radio, Television)

    Content

    Goal of Employer Branding:

    The objective is to attract more quality candidates,

    increase the acceptance rate of candidates, and

    retain loyal employees.The process of promoting an organization, as the employer of choice to a desired group, one which a company needs and wants to recruit

    and retain.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Corporate/Consumer Branding vs. Employer Branding

    12 2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    How to Improve Your Employer Brand

    Do your values align?

    What are the company goals?

    What is the culture like?

    Meet with the marketing team and other

    branding specialists

    Brand Image

    13

    Step 1 Align with the Company Brand

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    How to Improve Your Employer Brand

    What is your ideal candidate?

    How do you differentiate from

    competitors?

    Organize data to define gaps

    14

    Step 2 - Focus on what is important for your ideal employee

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    How to Improve Your Employer Brand

    15

    Step 3 - Content Creation Strategy and

    Distribution

    2017 OutMatch. All rights reserved.

    Types of Content Hiring/Benefit/Info Documents

    Infographics

    Articles (best places to work)

    eBooks

    Videos

    Audio

    Content Distribution Job Boards

    Career Fairs

    Website

    Radio/Television

    PR Sites

    Blogs

    Social Media

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    How to Improve Your Employer Brand

    16

    Step 4 - Focus on the candidate and employee experience

    2017 OutMatch. All rights reserved.

    Continue employer branding throughout

    the candidate experience and employee

    life cycle

    Keep current employees happy

    Glassdoor Reviews

    Word of Mouth

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    17

    Poll: What is your

    biggest concern

    with your

    candidate

    experience?

    A: Qualified candidate drop off

    B: Misleading Expectations

    C: Losing potential customers

    D: Losing repeat applicants

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Why is Candidate Experience Important?

    Employers experiencing talent shortages

    18

    40% 2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Why is Candidate Experience Important?

    Unemployment Rate (as of Sept. 2017)

    19

    4.4% 2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Why is Candidate Experience Important?

    Between employers is high!

    20

    Competition

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Why is Candidate Experience Important?

    Can be made or broken when learning about your organization

    21

    Relationships

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Is the ENTIRE application process?

    22

    How long

    2017 OutMatch. All rights reserved.

    How to identify a problem with candidate experience

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    with candidates about their application?

    23

    Follow up

    2017 OutMatch. All rights reserved.

    How to identify a problem with candidate experience

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    How to identify a problem with candidate experience

    from candidates about their experience?

    24

    Feedback

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    Candidate Experience Barriers

    understanding of the candidate experience

    25

    Fragmented

    2017 OutMatch. All rights reserved.

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    to actual candidate perceptions and input

    26

    Not listening

    2017 OutMatch. All rights reserved.

    Candidate Experience Barriers

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    definition of perceptions and experience

    27

    Inside out

    2017 OutMatch. All rights reserved.

    Candidate Experience Barriers

  • EMPLOYER BRANDING, CANDIDATE EXPERIENCE

    How to Fix Candidate Experience

    a complete process

    28

    Design Consistent messaging Clear expectations Accurate, descriptive information Easy to follow directions Follow up Respect for candidate time

    2

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