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Recipe for Recruiting Success:
Serve Up a Compelling Employment Brand
Marie Norman
Director, Talent Acquisition
July 31, 2...
Webinar Tips for Attendees
• You can connect to audio using your
computer’s microphone and
speakers.
• Or, you may select ...
Agenda
❶ Why Employment Brand Matters
• Differentiate yourself
• Who is your audience
• Know what others are saying
• Defi...
About Jobvite
Because recruiting is all we do, Jobvite uniquely understand the demands of your role
and developed a soluti...
About Glassdoor
6Mcontent
300Kcompanies
15Mjobs
190countries
Most trusted and transparent place for
today’s candidates to ...
About
• Founded in 1996 by a Nobel Prize-winning
economist
• Personalized, independent investment
management and advice th...
❶ Why Employment Brand Matters
What is an
Employer Brand?
“A set of expectations, memories,
stories and relationships that...
Who is Your Audience?
CANDIDATE OPINIONS
CORPORATE BRAND
CULTURE
EMPLOYEE OPINIONS
Know What People Are Saying
of job seekers
say that employee ratings
and reviews
are influential when
deciding where
to wo...
Engaging Your Employees
14% - Feedback &
Reviews
52% - Family &
Friends
5% - Company
Website
2% - Recruiter
(Harris Intera...
Define & Work Towards Objective
 Attract, engage, and retain talented candidates and employees
Sends the right message to...
❷ Establishing Your Brand
Build Your Story
What are key points to
convey to your audience?
What do you want them
to rememb...
Key Partnerships
Story Development (Tools & Resources)
❸ Where Do We Go From Here?
Contests
Incentives
Gamify
Create excitement and involvement
Create ‘Brand Agent’ Culture
Identify and nurture
relationships with
internal & external
followers committed
to the brand....
Mobile Recruiting Friendly
Why Do It?
said they will use
mobile devices to
search for jobs at
least once a week
of career ...
Drive Employee Reviews
 Leverage Social Media (LinkedIn, Twitter, Glassdoor) to introduce and promote
your brand to passi...
Stay Connected & Network
Build talent community groups
Make sure they know the
elevator pitch (story)
Keep in touch with c...
Wrap Up
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Recipe for Recruiting Success: Serve Up a Compelling Employment Brand with Glassdoor, Jobvite and Financial Engines

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Learn more about building your employer brand in this webinar with Glassdoor, Jobvite and Financial Engines!

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  • What is an Employer Brand?
    A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another
    Name, term, design, symbol, or any other feature that identifies one product from others
    To impress indelibly
  • So let’s talk about the ingredients that make up an employer brand, cause I know a lot of you are thinking where on earth to I begin.
    Your employer brand is an amalgam of your work culture, your employees’ opinions (internal perception & experiences), your candidate’s opinions (external perception/experiences) & your corporate brand.
    Justification can be made to invest in one’s corporate brand as it can and will yield abundant benefits. But it’s important to note that when you are developing an employer brand that this element is certainly a part of it. In fact, we just ran a recent survey of sales professionals last month on Glassdoor and 78% said they would accept less money to work at a company selling something compelling. So your corporate brand definitely plays a role in the talent you attract.
  • How much weight do employee opinions carry? Here’s a few stats about company reviews from a Glassdoor Site Survey in Oct 2013 (less than a year ago)
    More than half of job candidates polled read online reviews before forming an opinion about a company.
    Of the same # of candidates surveyed, 87% indicated they are more likely to visit a company’s career site after they view its profile and read employee reviews.
    78% said that employee ratings and reviews influence where they’re likely to work or companies they choose to pursue.
    The point is that conversations about your organization is critical to your employer brand, so you need to monitor it. That means tuning in to talk both inside and outside the company.
  • Most trusted resource for learning about companies: family and friends = 52% (aka referrals and Word of Mouth). Next, feedback and reviews from other people who work at the company at 14%.  Least trusted resources for learning about a company was through a company’s own website (5%), and a company recruiter (2%). 
    Source: Harris Interactive conducted the survey commissioned by Glassdoor in Jan 2012.
    As an employer, you need to make sure you’re posting positions where candidates and employees are already engaged with your brand. The data also validates that Talent Acquisition issues/shortfalls is not HR’s sole responsibility. It requires the entire company to get actively involved and promote the brand!
  • Employees share a bond & clear understanding of corporate message & value proposition = brand agents / ambassadors
  • Highlight specific milestones, significant accomplishments, unique cultural attributes, etc.
    • Create story map. (3-4 elements)
    •Share what you are and not.
    Tell the story.
    •Identify & leverage different communication channels (social media, web, print advertising, radio, TV, WOM, etc.)
    •Keep tone simple & memorable.
  • These stats are from our Glassdoor sponsored research and also a study that iMomentous puts out each year. You can see the disconnect between how many candidates plan to look for jobs via mobile this upcoming year and how few career sites have adopted a mobile strategy.
  • Transcript of "Recipe for Recruiting Success: Serve Up a Compelling Employment Brand with Glassdoor, Jobvite and Financial Engines"

    1. 1. Recipe for Recruiting Success: Serve Up a Compelling Employment Brand Marie Norman Director, Talent Acquisition July 31, 2014 11am PT / 2pm ET
    2. 2. Webinar Tips for Attendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane. Information provided in this presentation is general in nature, is provided for informational purposes only, and should not be construed as investment advice. Views and opinions of the speaker are expressed as of the date of the recording, and do not necessarily represent the views of Financial Engines. Any such views are subject to change at any time based on market or other conditions. Financial Engines disclaims any liability for any direct or incidental loss incurred by applying any of the information in this presentation. Consult your tax or financial advisor for information concerning your specific situation.
    3. 3. Agenda ❶ Why Employment Brand Matters • Differentiate yourself • Who is your audience • Know what others are saying • Define and work towards your objective ❸ Where Do We Go From Here? • Create agent/ambassador culture • Be mobile friendly • Drive employee reviews - Social media sites (LinkedIn, Twitter, Glassdoor) • Stay connected and network ❷ Establishing Your Brand • Build story • Key partnerships • Tools & resources
    4. 4. About Jobvite Because recruiting is all we do, Jobvite uniquely understand the demands of your role and developed a solution to increase overall effectiveness. Viral. Collaborative. Intelligence.Social. 40M Jobseekers / 250K+ Jobs Source: Jobvite, 2014
    5. 5. About Glassdoor 6Mcontent 300Kcompanies 15Mjobs 190countries Most trusted and transparent place for today’s candidates to search for jobs and research companies 23Mmembers Member growth over 5 yrs 48% of job seekers use Glassdoor (Source: Software Advice, Jan 2014)
    6. 6. About • Founded in 1996 by a Nobel Prize-winning economist • Personalized, independent investment management and advice through the workplace using proprietary, scalable technology • Offered to 9.1 million participants • Serves 149 of FORTUNE 500 companies • Manages 778,000 accounts worth $92 billion • Half of members have balances less than $54,000 Source: Financial Engines Data Warehouse as of March 31, 2014
    7. 7. ❶ Why Employment Brand Matters What is an Employer Brand? “A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” “Name, term, design, symbol, or any other feature that identifies one product from others” “To impress indelibly”
    8. 8. Who is Your Audience? CANDIDATE OPINIONS CORPORATE BRAND CULTURE EMPLOYEE OPINIONS
    9. 9. Know What People Are Saying of job seekers say that employee ratings and reviews are influential when deciding where to work of job seekers are more likely to visit a company’s career site after they view its profile and read employee reviews of job candidates read online reviews before forming an opinion about a company over Glassdoor Site Survey , Oct 2013 .
    10. 10. Engaging Your Employees 14% - Feedback & Reviews 52% - Family & Friends 5% - Company Website 2% - Recruiter (Harris Interactive, Jan 2012, survey commissioned by Glassdoor) .
    11. 11. Define & Work Towards Objective  Attract, engage, and retain talented candidates and employees Sends the right message to the right candidate at the right time!  Build a relationship and establish a connection  Project a positive image of your organization as a “great place to work”  Foster employee commitment and understand company value proposition and goals
    12. 12. ❷ Establishing Your Brand Build Your Story What are key points to convey to your audience? What do you want them to remember? 1 Customize Highlight milestones, accomplishments, unique attributes, etc. Be transparent with pros and cons. 2 Tell It Identify & leverage different communication channels. Keep tone simple & memorable. 3
    13. 13. Key Partnerships
    14. 14. Story Development (Tools & Resources)
    15. 15. ❸ Where Do We Go From Here? Contests Incentives Gamify Create excitement and involvement
    16. 16. Create ‘Brand Agent’ Culture Identify and nurture relationships with internal & external followers committed to the brand. Incent, reward and acknowledge brand agents. Solicit and collect feedback on what others think about your brand. Generate action plans. Promote culture to new followers (new hires, customers, vendors, community groups, etc.).
    17. 17. Mobile Recruiting Friendly Why Do It? said they will use mobile devices to search for jobs at least once a week of career sites do not support a mobile option to apply for a job of employees who planned to look for new jobs in the next 12 months cited their mobile devices as critical job-search tools Glassdoor and iMomentus Survey 2014
    18. 18. Drive Employee Reviews  Leverage Social Media (LinkedIn, Twitter, Glassdoor) to introduce and promote your brand to passive & active jobseekers.  Encourage employees and candidates to submit reviews on , “like” you on , tweet or favorite you on .
    19. 19. Stay Connected & Network Build talent community groups Make sure they know the elevator pitch (story) Keep in touch with candidates (coffee mtgs, blog updates, mixers, etc.) Promote stories of your company & employees Foster, reward & recognize ambassadors & agents 1 2 3 4 5
    20. 20. Wrap Up
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