leveraging your employer brand to attract great talent
TRANSCRIPT
The Business Case for EMPLOYER BRANDING
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Featured Speakers
Lauren WrightHead of Global
Business ExpansionGlassdoor
Karen ParsonsStrategic Account Director
LHH
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What is an employer brand?
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An organisation’s reputation as an employer
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An organisation’s reputation as an employer
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What impacts a strong employer brandTop 5:
1 Quality of Candidates
2 Quantity of Candidates
3 Share of Market
4 Diversity of Candidates
5 Operational Performance
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STRONGEMPLOYER BRAND
High Brand Awareness
Retention
More Job Offers Accepted
Revenue Goes Up
More Quality Applicants
Lower Cost-Per-Hire
Higher Number of Referrals
POOREMPLOYER BRAND
Low Brand Awareness
Attrition
Declined Offers
Low Productivity
Long time-to-hire
High Cost-Per-Hire
Poor Referral Programmes
vs.
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So why are we here?
Satisfied employees tell three friends…
Angry employees tell 3,000 or
more.
“In prior generations, you get married and you start a career and you do that immediately. What young people today are seeing is that approach has led to divorces, to people unhappy with their careers ... The majority want to get married [...] they just want to
do it right the first time, the same thing with their careers”
would not take a job with a company that had a bad reputation, even if they were unemployed!
69%Source: Allegis Group Services Study, August 2012 (1,010 US
Workers)
30% Say organisations rarely or never promote internal networking.
40%Say organisations rarely or never provide career planning and development.
Source: LHH Talent Mobility Research Report 2015
Source: LHH Talent Mobility Research Report 2015
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Employment brand messages3 Most Influential:
1 COMPETITIVELY POSITIONED
They make clear comparisons with other organisations, either to differentiate or associate with them.
2 EMOTIONALLY RESONANT
They connect applicants’ personal roles with the broader purpose or mission of the organisation.
3 DRIVING REFLECTION RELATED TO FIT
They coach applicants to reconsider their fit with industry, organisation or role.
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How does your online presence impact your
employer brand?
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+
HiringManager
Recruiter
CareerPage
HiringManager
Recruiter
CareerPage
TodayYesterday
EmployersPerspective
EmployersPerspective
Candidates Rely on BothPeers and Employer Insight
Candidates Rely onEmployers Insight Only
The decision making process has changed
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Today’s candidates’ decision process
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61%
job seekers in USuse Glassdoor when
searching for jobs
ProsGood training for new consultants
Hard role with very long hoursCons
Company BenefitsAnnual Leave“Very good. You can also buy more holidays.”
Interview QuestionsRecruitment Consultant“Want to see what you’re like working with a group…and your real personality.”
SalaryBusiness Analyst
£40k (1.1k Salaries)
388 Reviews
96% Approve
Reviews4.2“Fantastic company to work for”
Candidates are hungry for information
COMPANY ABC
Candidates’ journey
These candidates really want to work
for you!
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ReputationHow to Measure:
Start managing your reputation across social channels
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Measure: understanding your brand and reputationBrand Awareness
Company Reputation Employee SentimentYour Company
Competitor No. 1 Competitor No. 2
Your Company Competitor No. 2Competitor No. 1
94.9% 97.3% 46.8%
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Most job seekers read 4-7 reviews before forming an opinion of a company
Source: Glassdoor Site Survey, October 2013
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70% of employees
say they are ‘OK’ or ‘Satisfied’
with their jobs and companies
3.2 averagesite-wide company
ranking
68% averagesite-wide CEO approval
rating
60% of reviewsare from current
employees
Sources: Glassdoor User Survey 2014
A look at the numbers…
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Tell your story
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Step 1: Get involved today and claim your profile
1
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Step 2: use online resources & content
2
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Step 3: embrace transparency — OpenCompany
• Launched in April 2014• 100+ employers have achieved OpenCompany status • 13,861 Photos, Reviews, Company Descriptions contributed since
launch
2
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LHH Alumni Promoter System (APS)
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ROI
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increase in the quality of the candidate pool
54%
According to a 2014 CEB reportEmployers that invested in employer branding
reported…
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Sources:*Bersin by Deloitte, November, 2011**Employer Branding Global Trends Study Report, May 2014
Cost savings from employer branding Example:
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Get started
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Action Plan
Tell your employerstory with dynamic branded content
Add companyphotos and videos
Share company updates withcandidates
Integratesocial media
Promote your jobswith a direct feed
from your career site
Highlight companyperks and benefits
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Analyse structured & unstructured
data
Understand. Develop. Deploy…talent
UNDERSTAND DEVELOP DEPLOY
Measure Alumni sentiment
Conclusions & recommendations for
action
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Questions?