sma spring conference brand like a pro deb andrychuk vice president of talent acquisition services...
TRANSCRIPT
SMA Spring Conference
BRAND LIKE A PRO
Deb AndrychukVice President of Talent Acquisition ServicesThe Arland Groupwww.thearlandgroup.com
CONTENT
WHAT WE’RE TALKING ABOUT
» Caring about Employment Branding» How to sell it up in your organization» Preparation tips» Simplistic Employment Branding» I’m done, now what?» To be continued…
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WHY YOU SHOULD CARE ABOUT
EMPLOYMENT BRANDING
START
CANDIDATE EXPERIENCE
You can’t have a great employer brand without a great candidate experience.
Start by treating every candidate like a customer.
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START
“WAR FOR TALENT” IS BACK
March 2015+126,000 jobsFebruary 2015+295,000 jobsJanuary 2015+239,000 jobsDecember 2014+329,000 jobsNovember 2014+423,000 jobs
Source: Bureau of Labor and Statistics, Economic Releases Nov 2014- February 2015
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CASE
BOOMERS…PEACE OUT!
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Source: Fry, Richard “This Year, Millenials will Overtake Baby Boomers” (Pew Research Center) 16, January 2015 Retrieved 29 March 2015 http://www.pewresearch.org/fact-tank/2015/01/16/this-year-millennials-will-overtake-baby-boomers/
DATA
GEN-Y REVOLVING DOOR
60%40%87% ISSUES
of Millennials leave their company in less than 3 years
of companies carry 50+ Millennial workers
companies say it costs $15 to $25K to replace Millennials
Source: Schwabel, Dan “Millennial Branding and Beyond.com Survey Reveals the Rising Cost of Hiring Workers from the Millennial Generation” Millennial Branding 6 August 2013 Retrieved on 29 March 2015 http://millennialbranding.com/2013/cost-millennial-retention-study/
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WHAT STUDENTS WANT FROM A JOB
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RESEARCH
SURVEY SAYS…ISSUES
Source: http://www.adeccousa.com/about/press/Pages/2015-college-student-survey-stability-vs-dream-job.aspx
70% of students prefer a job withSTABILITY lacking passion vs.a job with PASSION devoid of stability.
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RESEARCH
WISH LIST
Source: http://www.adeccousa.com/about/press/Pages/2015-college-student-survey-stability-vs-dream-job.aspx
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36%19%19%
Career growth
Fulfilling work
Stability
HOW TO SELL EMPLOYMENT BRANDING
ENGAGED
WHY EMPLOYMENT BRANDING
29%51%83% ISSUES
1. http://www.gallup.com/poll/165269/worldwide-employees-engaged-work.aspx2. Glassdoor CEO Robert Hohman quoted at the Glassdoor Employment Brand Summit, September 2014
of employees are engaged
have buyers remorse
leave in the first year
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WHY
DUAL PURPOSE & AUDIENCEEmployer Brand
ATTRACT & REPELInternal Associates External Jobseekers
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START
DEVISE YOUR WHY FORMULA
But Mr. CEO, everyone’s doing it!
Why can’t we?
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http://www.hireright.com/calculator
PREPARATION TIPS
PLAYERS
IDENTIFY KEY STAKEHOLDERS
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TEAM
GET BUY IN FROM ALL
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THINK
DEFINE GOALS & OUTCOMES
» Start with your challenges first if you aren’t sure
» Define what your goals are and their desired outcomes
» Define how to measure your goals
» Share them with the team
» Hold yourself and everyone accountable (tie to MBO’s)
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ORGANIZE
ROLES & RESPONSIBILITIES
» Who’s doing the work?
» Set expectations
» You can’t always get what you want
» Sh!t happens
» Can’t stop. Won’t stop.
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ORGANIZE
PREPARE TO MEASURE
» Document all baseline numbers
» Setup protocols to track improvements
» Use your tools (Google Analytics, Sprout Social, etc.)
» Act on the data to evolve your employment brand
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THE PROCESS
BRAND
PUT IT IN SHERLOCK MODE
EVP
Roundtable Discussions
1-on-1 Interviews
SurveysInternal and
ExternalGlassdoor
Town Hall Meetings
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BRAND
GATHER SENTIMENT & TRENDS
Have Keith add summary of findings here and a word cloud??
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BRAND
BOIL IT DOWN TO THE ESSENCE
Who are we?How are we different?
Who are we trying to attract?
Your audience is job seekers. NOT CUSTOMERS OR INVESTORS.
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BRAND
CREATE A UNIQUE TAGLINE
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BRAND
DEVELOP YOUR LOOK
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» Must follow the corporate brand…
» …but must be targeted at YOUR audience
» Do what you can to go “off the grid”
» Have to find a hook
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ACTIVATE
WEBSITE
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WEBSITE
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WEBSITE
BE UNIQUE! BE YOURELF!
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BRAND
BE AUTHENTIC!
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COLLATERAL
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BLOG
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VIDEO
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AMBASSADORS
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TO BE CONTINUED
BRAND
KEEP YOUR CONTENT FRESH
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» The project has finished…
» …the work has just begun!
» Stagnant employment brands fail. Evolutionary brands succeed.
QUESTIONS?