talent will see you now

Talent Will See You Now, But are you ready for a conversation?

Talent will see you now, but are you ready for a conversation?

Key Takeaways

• We believe that talent is receptive to engagement

and recruitment messages

• But, we also believe that talent is discerning

• Therefore, employers need to be relevant,

inspiring and actionable – particularly in their

employer brand communication

Today’s learning objectives

Areas we’ll cover include …

1. State of today’s employer-employee relationship

2. Changing communication model

3. Employer brand: what, why and how it delivers

4. Importance of an employee-centric employer brand

5. Combining workforce intelligence with employee and


74% of workers are either actively searching for a new

job or are open to a new position. – careerbuilder Candidate Behavior 2012

State of today’s employer – employee

relationship

It’s strained.

• While trust in the US is up in 2013 from 2012, it’s still at

only 59% (Eldeman trustbarometer 2013)

• One-third of employees hope to work elsewhere in the

next 12 months (Metlife Study of Employee Benefits Trends 2013)

• 74% of workers are either actively searching or are open

to new job opportunities (86% for IT/engineering and 81%

for healthcare) (careerbuilder Candidate Behavior 2012)


relationship

A little bit of contemp.

“Growth opportunities are lost because it takes

too long for decisions to be made in our

company.”

58% of American workers feel this way.

(Employer Brand International Study 2013)


relationship Impact.

• Potential increases in turnover (2.5 x salary to replace)

• Loss of continuity; financial/emotional effect of always

starting over

• Employees are more distracted and less engaged (lost

productivity)

• Spreading malaise, increased interventions

• Decreasing employee referrals, lost talent acquisition

opportunities


relationship Ideas.

• Repair/enhance your relationship with your employees –

put “human” back into human resources

• Understand how each of your employee populations

accepts trust communication

• Communicate regularly and often

69% of workers say searching for new opportunities is

a part of their “regular routine”. – careerbuilder Candidate Behavior 2012

It no longer makes economic sense to send an

advertising message to the many in hopes of

persuading the few.

M. Lawrence Light Former Chief Marketing Officer/McDonalds

Changing communication model

24/7. All access. On-demand.

The new communication model …

• Drives a consumer behavior in every interest, idea or

search

• Shapes our communication and brand experience

expectations

• Illustration: the never ending job search


Signs of consumer behavior in our world.

• 69% of workers say searching for a new opportunity is a part of their

“regular routine” (careerbuilder Candidate Behavior 2012)

• 35% say they begin preparing for their next job within weeks of starting

a new one (careerbuilder Candidate Behavior 2012)

• 92% of Millennial workers discuss job search experiences, in-person

and online (careerbuilder Candidate Behavior 2012)

• 44% of candidates would be more likely to leave a company that failed

to engage them in an innovative way (Korn/Ferry/FutureStep The Innovation

Imperative 2013)


Co-workers, friends, fans and followers: it’s a group

thing now.

A Job seeker will, on average, consult 15

sources per each job search.

That includes your career site, Facebook, Glassdoor, LinkedIn,

mobile site, colleagues, co-workers ….

(careerbuilder Candidate Behavior 2012)


Impact.

• Heightened “what’s in it for me”

Response Need to be relevant on a personal level

• Experience expectation is high

Response Need to be easy and compelling at the same time

• Brand impressions are formed in seconds

Response Need to be clear, concise and actionable


Ideas.

Consumer behavior … market to them

• Audience research

• Compelling messaging and imagery

• Integrated campaigns (repetition matters –

at least 5 times to establish trust) (Eldeman trustbarometer 2013)

Consumers are moving far faster than any of us

can imagine; that represents a huge opportunity

for all of us. Andrew Fisher CEO/Shazam

A stronger employer brand will reduce turnover by

28%. – LinkedIn Employer Brand Study 2011

Employer brand: what, why and how it

delivers

An employer brand is the brand promise

expressed in what talent experiences, thinks,

feels and shares about your company as a

place to work. It’s delivered through your

people.


delivers A few ways it delivers.

• Lowers cost-per-hire by as much as 50%

(LinkedIn Employer Brand Study 2011)

• Reduces employee turnover by up to 28%

(LinkedIn Employer Brand Study 2011)

• Increases employee engagement

• Improves financial performance – 36% stronger financial results

due to strength of consumer and talent brand alignment

(Lippincott 2013)


delivers

Where to begin.

50% of recruiters don’t understand their

own employer brands.

(Corporate Leadership Council 2011)

Employer brand: why, what and how it

delivers

1 Use research (authentic and fact-based)

2 Craft messages (inspire and engage)

3 Focus on culture (the stories of your people)

4 Be visual (color, images and motion)

5 Empower employees (their voice)

6 Target messages (relevancy and delivery)

7 Measure results (communication and HR metrics)

8 Act incrementally (think big, start small and scale up)

“I love my job. My teammates are great to work with. I

hope that I can retire from here.” (actual engagement feedback)

People don’t trust businesses the way they used

to … the most trusted sources are ‘a person such

as yourself or a peer’. Steve Rubel Chief Content Strategist/Eldeman

Importance of an employee-centric

employer brand

It’s got to be real.

• People believe in what’s real

• People connect with shared experiences,

culture and beliefs

• Disconnects impact trust: “experience is

believing”

Importance of an employee-centric

employer brand

Impact.

• Increased engagement (= increased productivity)

Greater sense of purpose

Empowered (better customer experience)

Less likely to be swayed by competitors’ recruitment

• Improved communication practices

Clarity in messaging

Less of a struggle

Your culture is your brand.

Tony Hsieh CEO/Zappos.com

Combining workforce intelligence with


Three Key Focus Areas

Identity

Promise

Delivery



Identity

Use your workforce data as a foundation for your employer

brand communication, helping to define your identity. Think as

a brand manager and explore the employer brand attributes

that tell the story of who you are.

engagement • stay/leave • focus groups • value/delivery perceptions



Promise

Create the employer brand promise that articulates your

identity; showcases how you are unique; and inspires action.

Combine your identity with core values, culture and purpose.

evp • employment deal • key messages • empowerment statements



Delivery

Design a communication plan that delivers your identity and

employer brand promise to targeted audiences. Make it relevant

and use communication channels that work for each audience.

communication audit • channel strategy • ROI • effectiveness strategy

Q&As

Contact

Danny Nelms, Managing Director

The Work Institute

615.777.6400 [email protected]

Bob Johnson, Practice Leader

The David Group

216.685.4486 [email protected]

mailto:[email protected]

mailto:[email protected]

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