finding your people story: how to develop and employer brand that attracts talent and customers

Today’s Presenters

Chad Norman Chief Marketing Officer, Catch [email protected]

Christina Lock CEO & Head Talent Recruiter, Catch [email protected]

Tim Dillon Director of Workforce Management Solutions, [email protected]

Are You in the People Business?

New Marketing Funnel AWARENESS

CONSIDERATION

CONVERSION

LOYALTY

ADVOCACY

New Recruiting Funnel SOURCING

INTERVIEWING

HIRING

PROMOTION

REFERRALS

Talent Attraction Lifecycle

Branding How does it feel to work at your company?

Employer

78% of Candidates Decide to Apply for a Job Before Speaking to a Recruiter

Employer Brand Leadership Across every industry, companies are creating employer brand leadership

positions and departments to focus on talent attraction.

QUESTION:

Where Do Your Candidates Interact with Your Employer Brand?

Employer Branding Execution

What Does it Affect & Where Do Candidates See It?

Careers Websites

Referral Campaigns LinkedIn Company Pages

Job Descriptions Interview Questions Glassdoor Reviews

Social Media Channels Industry Conferences &

Their Friends and Family!

Discover Your Employer Value Proposition

Employer Value Proposition (EVP) EVP is a collection of formal and informal, tangible and intangible, benefits offered by an employer in exchange for employment.

Conduct Focus Groups, Surveys, and Interviews Use multiple methods to reach across company and determine perceived benefits Determine Underlying Value for Sought Benefits Once benefits are identified, determine underlying value. If healthcare is a benefit, the value is security for family, being treated as a person, and company is altruistic.

Leverage Your EVP for Attraction, Retention, Engagement Apply the values to the different stages employement.

1

2

3


RECRUIT

Recruit Great Talent

QUESTION:

Which Elements Are Currently on Your

Company’s Careers Page?

Career Page Anatomy Some of the things you should include are:

Why Work at Your Company

Day in the Life Your Mission

Perks and Benefits Job Openings

Meet the Team (Quotes, Photos, Videos) Core Values

Products & Services Major Call to Action (Join the Team!)


INTERVIEW

Interview Candidates


OFFER

Make the Offer


ONBOARD

Onboard Your Talent

IDEA

Use a Buddy System


PROMOTE

Promote Your Company

66% of candidates believe interactions

with employees are the best way to gain insight into a company.

Enlist Your Social Army


REFER

QUESTION: Does your organization

currently have an employee referral program?

Refer Your Network

Campaign Theme + Rules

Kickoff Email & Event

Social & Email Samples

Social Media Content

Landing Page

Track & Communicate Results

Careers Page Demo

Q&A

Chad Norman Chief Marketing Officer, Catch [email protected]

Christina Lock CEO & Head Talent Recruiter, Catch [email protected]

Tim Dillon Director of Workforce Management Solutions, [email protected]

HRCI & SHRM Today’s Webinar

The Science of Talent Attraction Date: Tuesday, July 19 at 1pm ET/10am PT

Next Webinar

HRCI Activity ID: 283056 Recertification Credit Hours Awarded: 1Specified Credit Hours: HR (General)

SHRM Activity ID: 16-HTLQPProfessional Development Credits (PDCs): 1

finding your people story: how to develop and employer brand that attracts talent and customers

Recruiting & HR