employer branding: how to recruit & retain strong personal brands

Employer Branding

How To Recruit & Retain Strong Personal Brands

Overview

What is Employer Branding?

Employer Brand Case Studies

Why is Employer Branding Important?

Assessing Your Employer Brand

Defining Your Message

Communicating Your Brand

Evaluating Your Message’s

Effectiveness

Personal Brands Rule the New World

of Work

Additional Resources

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What is Employer Branding?

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Employer Branding is…

It’s your reputation

the way your organization’s prospective

applicants, candidates, and employees perceive

you as an employer.

If you have employees, you have an

employer brand!

Social media and technology have

changed everything

of talent acquisition leaders say

employer brand significantly impacts

their ability to hire great talent.1

of job seekers are wary of working for

a company with a negative reputation.

- Glassdoor Survey

83%

83%

1 LinkedIn Talent Solutions, The State of Employer Branding, http://lnkd.in/stateofeb

(October 2012), 8, 13.

Define or be defined

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Employer Brand Case Studies

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Top 5 Employer Brands of 2014

According to WilsonHCGWilson Human Capital Group conducted a

2014 exploration into Fortune 500s and

released the Top 100 employment brand

rankings. Research was based on several

variables including:

• Career Pages

• Job Boards

• Candidate Experience

• Accolades

• Recruitment Marketing

• Corporate Social Responsibility

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Google

General Electric

Qualcomm

Walt Disney

Goldman Sachs

Wilson Human Capital Group. 2014’s Fortune 500 Top 100 Employment Brands.

Tampa: http://www.wilsonhcg.com/, 2014. Digital.

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Career Pages

Data AnalysisTotals points allotted for this variable: 13

Grading scale included:

• Career Page

• Updated jobs

• Links, company culture, etc.

• Pictures, corporate video

• Engaging info about working at

company



Scored 13 out of 13 points

• Exxon Mobil

• General Electric

• UnitedHealth Group

• Wells Fargo

• Target

• Comcast

• Google

• Coca-Cola

• Walt Disney

• Goldman Sachs Group

• Deere & Company

• Sears Holdings

• Tyson Foods

• 3M

• Travelers Cos

• Eli Lilly

• Xerox

• Kimberly-Clark

• Nucor

• General Mills

• ConAgra Foods

• Whole Foods Market

• Textron

• Air Products & Chemicals

• Mosaic

• MasterCard

• Charter Communications

• Avis Budget Group

• Visteon

• Jarden

• American Family Insurance

Group

• Symantec

• CH2M Hill

• Spectra Energy

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Job Boards

Data AnalysisTotals points allotted for this variable: 7


• On niche/ industry specific job boards

• On mainstream designated job boards




• J.P. Morgan Chase & Co

• Kroger

• Wells Fargo

• International Paper

• Danaher

• Chubb

• Marsh & McLennan

• Praxair

• Ameriprise Financial

• Sherwin Williams

• CBRE Group

• NiSource

• Kelly Services

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Candidate Experience

Data Analysis

Totals points allotted for this variable: 21. Grading

scale included:

• Reviews and ratings on Glassdoor

• CEO named to Glassdoor’s Highest Ranking

CEO List

• Reviews and Ratings on Indeed

• Percentage of Current Employees that would

recommend the company to a friend




Costco

Starbucks

Facebook

Goldman Sachs

Qualcomm

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Accolades

Data Analysis


scale included:

• Glassdoor’s Top Companies for Career

Opportunities List

• Glassdoor’s Employees’ Choice Awards

• Fortune’s They’re Hiring

• Fortune’s World’s Most Admired Companies

• Fortune’s 100 Best Companies to Work For




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Recruitment Marketing

Data Analysis


scale included:

• Engaging Job Descriptions

• Career and Company Culture Blogs

• Marketed Images and Videos on Social Media

• Career Specific Social Media Accounts

• Number of Social Media Accounts Advertised

on Website




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Corporate Social Responsibility

Data Analysis

Totals points allotted for this variable: 14.


• Corporate Social Responsibility

• Veteran Recruiting/ Responsibility

• Green Initiatives

• Diversity




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Why is Employer Branding Important?

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03Benefits include…

Improved Quality of Candidates

More Passive Candidates A strong employer

brand reduces cost per

hire by up to 50%…50%

2 Source:

http://www.careerbuildercommunications.com/pdf/employmentbrandebook.pdf

4 Eda Gultekin, What’s the Value of Your Employment Brand?,

http://lnkd.in/valueofEB (December 1, 2011).

Fewer Costs Associated with Turnover

Fewer Costs Associated with

Recruitment …and lowers turnover

rates by 28%.4 28%Happy, Productive Employees

Brand Advocates

A Better Bottom Line

Companies with a strong employment

brand attract at least 3.5 times more

applications per job posting than do other

companies in the same industry.

- CareerBuilder Study2

3.5x

Impact to Bottom Line

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Assessing Your Employer Brand

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Taking Inventory

Audit Content You

Already HaveWalk through recruitment process and review

content candidates can access; social media,

events, websites, print. Do the same for employee/

new hire content.

Content with context is king!

• Conduct an organic search

• Go one step further and set up a Google alert

• Search for mentions of your company on social

media sites

• Go straight to the source

• Utilize third-party reputation monitoring

Who is your target audience?

What information will you

collect?

When will you engage your

target audience?

Where and how will you

engage your target audience?

Research

How is your competition

perceived?

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Defining Your Message

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What is your EVP?Essential to defining your employer

brand message is determining your

Employee Value Proposition (EVP). Exciting WorkX

EVP must be unique, relevant and

compelling if it is to act as a key driver

of talent attraction, engagement and

retention – which is ultimately what

your Employer Brand aims to do.

EVP defines the “give and get” of

employment agreement (the value

that employees are expected to

contribute with the value that they can

expect in return).

3 Source: The War for Talent by Michaels, Handfield-Jones, Axelrod

EVP Scorecard3

Great CompanyX

Development

Wealth & Rewards

Lifestyle

X

X

X

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Pivotal Questions to Ask

What do employees dislike

about coming to work?

What drives job seekers to

apply to your jobs?

What prevents job seekers

from applying to your jobs?

Are you offering competitive

pay?

What are your strengths as

an employer?

Your weaknesses?

How does top talent rate you

against your competitors?

What do your competitors offer

that you do not?

How could you better position

yourself as an employer of choice?

Where should you be

advertising your jobs?

What do you offer that your

competitors do not?

What do employees like about

coming to work for you?

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Communicating Your Brand

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Social Media Communication Checklist

LinkedIn: Download William

Arruda’s Course

Dedicate Time & Effort: It’s a

Marathon

Behind the Scenes VIP Tours

2-Way Conversations

Highlight Specific Jobs

Visual “Day in the Life” Content

Boost Rankings w/ More Real

Estate

Promote Internally / Externally

for Passive Seekers

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Evaluating Your Message’s Effectiveness

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07If It Doesn't Get

Measured, It Doesn't

Get DoneBest tools to measure employer brands are

third-party research tools, but these can be

expensive for small companies, non-profits or

startups. Some alternate metrics that you can

monitor to better understand the impact of your

efforts include:

Key Performance Indicators

There were 15 billion

interactions on LinkedIn

in 2012.5

In-House

Online

• Your offer acceptance rate goes up

• Employee retention increases

• Internal surveys confirm your employees

are excited about your company as a place

to work

• Traffic to employee video stories goes up

• You double the number of employees with

an optimized social presence

15B

5 Source: talent.linkedin.com

http://talent.linkedin.com

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Personal Brands Rule the New World of Work

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08Strong Personal

Brands vs. Top TalentThanks to the exponential growth in technology

and information dissemination, skills can be

taught very rapidly and for cheap.

Brands, however, take shape of over time and

are the most valuable asset one has - as your

brand is your reputation for delivering on

promises made.

U.S. Department of Labor

estimates that today’s learner will

have 10-14 jobs by the age of 38.10-14

Is it really counterintuitive?

If you are afraid companies are going to poach

your employees, don't give them a reason.

The 21st century employees are going to build

their personal brand anyway - why not help in

the process.

What does this look like?

6 Arruda, William. Ditch. Dare. Do. Continuous Career Management: LinkedIn 9

Minutes a Day. United States: http://ditchdaredo.com/, 2012. Digital.

Experience, Inc. reports 70% of

Gen Y leave a job within first 2

years of employment.670%

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Ekaterina Walter, social media innovator at Intel

“Intrapreneur”

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PWC, Personal Branding Program

“At PwC, we are committed to developing

leaders at all levels. To do this, we’ve embraced

a fresh and distinctive leadership model called

the PwC Professional that enables our people to

develop skills that will help them

grow their careers – at PwC or beyond.”

Source: http://www.pwc.com/us/personalbrand#overview

http://www.pwc.com/us/personalbrand#overview

Additional Resources

The State of Employer Branding: lnkd.in/stateof

Why Your Employer Brand Matters: lnkd.in/playbook-EBmatters

What Passive Talent Wants: lnkd.in/playbook-PT

The Mindset Divide: lnkd.in/mindset-study

What’s the Value of Your Employment Brand?: lnkd.in/valueofEB

4 Essential Tips to Convert Your Employees to Talent Brand Ambassadors: lnkd.in/employees

Engage Your Workforce With LinkedIn: http://williamarruda.typepad.com/replay_engage_your_workfo/

WilsonHCG Employer Branding Resources: http://www.wilsonhcg.com/resources.aspx

Do Your Own Homework

http://williamarruda.typepad.com/replay_engage_your_workfo/

http://www.wilsonhcg.com/resources.aspx

employer branding: how to recruit & retain strong personal brands

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