jennifer johnston, global employer branding, salesforce · transform your employer brand to attract...

Transform your employer brand to attract top talent and build employee loyalty

Jennifer Johnston, Global Employer Branding, Salesforce

[email protected]

@jjjohnstonsf

In/jjjohnstonsf

2015 • 2016 • 20172017

Recognition for Culture Aligned with Values

#1BEST WORKPLACE IN THE

WORLD

Innovation

Fortune

“#1 on The Future 50”

Forbes

“Innovator of the Decade”

“100% on the HRC Corporate Equality List”

Fortune

“Best Workplacesfor Diversity”

Fortune

“Best Workplaces for Women”

Equality Giving BackPeople

#1 Companies That Care”

Fortune

“Change The World List”

Fortune

“Best Workplaces for Giving Back”

Fortune

100 Best

Companies

to Work For

9 Years in a Row

LinkedIn Top

Companies

Where the World Wants to Work Now

Glassdoor

Employees'

Choice Best

Places to Work

Fortune

Best Workplaces

For Millennials

Why We Care About Employer Branding

. . . And You Should Too!

Corporate brand your rep as a company

+ value prop

to customers

Employer brand

your rep as

an employer

+

value prop

to employees

vs.

@jjjohnstonsf #RaganWorkplaces

Your Employer Brand Can Help You or Hurt You with Employees

RecruitingAttraction

62%of jobseekers

visit social media channels

to evaluate

an employer’s brand

Retention

69%would not take a job

with a company

that had a bad reputation

even if unemployed

84%would consider leaving current

job if offered a role

at a company

with an excellent reputation

Source: 1) CareerArc 2) Glassdoor 3) Glassdoor @jjjohnstonsf #RaganWorkplaces

. . . And It Can Help or Hurt You with Customers Too

No company is immune

to having a story break about your culture

that could impact your bottom line


Table Stakes: Tagline, Careers Site, and Culture Video


EB Evolutions: Employee Advocacy is Key


How to Build a Compelling Employer Brand

EB Table Stakes: Careers Site and Culture Video


A Compelling EVP has 3 Core Components

Meaningful Work Good People Fairly Rewarded


Meaningful Work

And the Ability to Get it Done

In a Good Environment

And Recognized

Meaningful Work

Salesforce helps companies

connect with their customers

in a whole new way. We are

blazing new trails in enterprise

software every day while

focusing on our mission of

improving the state of the world.

Good People

Life at Salesforce centers around

our Ohana values: Trust,

Growth, Innovation, Equality,

Customer Success,

Transparency, Giving Back,

Wellbeing, and Fun.

These values make us

uniquely Salesforce.

Unparalleled Rewards

Members of our Ohana enjoy

great pay and perks, but they

also appreciate the opportunity

to learn from some of the most

passionate and driven people in

the industry, grow their career

with us, and give back.

Why Salesforce?Read more at

salesforce.com/careers

Core DNA

Is this

our core DNA as

envisioned by our

founders?

Authentic

What

is true

about

us

today?

Unique

What

is true

of us

that is uniquely ‘us’?

Simple

Is our message

simple

to remember

and

align on?

Aspirational

What

do we want

to be true

of us tomorrow?

5 Questions to Ask to Craft a Compelling EVP


Employer Branding can’t be gamed

… You actually have to DELIVER

on your employer brand promise

to EARN employee advocacy


5 Tips to Deliver on Your Brand Promise

Use Data to Keep Employee Experience on C-Suite Agenda1

INFLOW Companies OUTFLOW Companies

4.1 3.3 3.8

3.3 3.8

4.4 4.4

4.2 4.4

Source: LinkedIn Talent Flow Data Jan. 2015 – Jan. 2016 / Glassdoor Data as of Jan. 31, 2016

#1 INFLOW #2 INFLOW

#3 INFLOW #4 INFLOW

#1 OUTFLOW #2 OUTFLOW

#3 OUTFLOW #4 OUTFLOW


“Only a life lived

for others is a

life worthwhile.”

- Albert Einstein

In the business of making the world a better place

Create a Values-Driven Culture = Purpose2


Tell Stories to Bring Culture to Life / Move it in Right Direction3


Community Talent AgentFeedback

Use Tech to Scale the Culture and Transform Experience4

Concierge Goals


Enable Work-Life Integration

EqualityGiving Back Wellbeing

5


Bonus Hack: More PDA!!!

3 Ways to Empower Employees to Advocate

Create a Hashtag for Spontaneous Sharing Check out #SalesforceOhana

on Twitter or Instagram1

15,000 uses of our #SalesforceOhana in Q3

Outpacing our competitors for talent with fewer employees

#SalesforceOhana Advocacy

Company # of employees Culture hashtagProjected

Q3 FY18

Salesforce 27K #SalesforceOhana 15K

Cisco 72K #WeAreCisco 11K

SAP 84K #LifeatSAP 3.2K

Microsoft 121K #MicrosoftLife 8K

Oracle 136K #LifeatOracle 1.4K

Google 57K #LifeatGoogle 270


#SalesforceOhana extends way beyond our own employees

CommunityCustomerPartnerAdministratorDeveloper


Create an Ambassadors Program for Structured Sharing2


1/3 of Employees

Participate

In September

35 Million

Impressions

Salesforce Social Ambassadors are Making a BIG Impression!

35,000 Shares

in September


Create Opportunities for Direct Advocacy with Customers

Events MeetingsCommunity

3


Questions?

jennifer johnston, global employer branding, salesforce · transform your employer brand to attract...

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