Hi Everyone, I am happy to be here and am really excited about this topic today. Here is a quick look at our agenda:The Power of Employer BrandingNext Level Employer Branding StrategiesAssemble Your Talent Army of Brand AmbassadorsArm Your Brand Ambassadors Amplify Your MessageHow to Top the Employer Branding ChartsCase Study ExamplesQuestions?
Employer Branding denotes a company’s reputation as an employer. The term was used first in the 90’s, and has become widely adopted by the global management community. [ref: Wiki page]
This stat speaks for itself. People DO NOT want to work for a company with a bad reputation no matter what circumstance that they are in.
And it would take little pay increase to get these people to move IF you have a good reputation. Also, if you don’t manage your employer brand (ie. have you head in the sand) – the story will be written for you. Your employees are already going to sites like Glassdoor to write what they think about what it’s like to work at your company.
Just to tell you a little about the influence GD has on candidates, 48% of job seekers are using it. Glassdoor has become the most trusted & transparent place for candidates to search for jobs and research companies.
But where do you start? Like a band assembling in a garage… how do you find out what instruments to use and who will be playing what part?
First things first, you need to assemble your group of talent brand ambassadors.And where best to start assembling than within your organization. Your employees are shaping the decisions of future candidates. You also need to think about those external fans as well coming to your page to do homework on why you are a great place to work and what message they are getting.
So you need to arm those within and outside your org with the right instruments. What are your employees saying and is it consistent to your company message? What are candidates saying before and after interviews and what can you learn from that?
Once you have the kinks worked out in that band, turn the volume up cause you’re ready to start blasting out that message to EVERYONE!
Where can you amplify that message? Companies need to ensure that all messages are consistent on Glassdoor, FB, LI, Twitter, and their career site. Ever thought of using employee testimonials on your career page or linking them to Glassdoor from your career page? This transparency helps build trust with your candidates and companies from Pepsi to smaller companies like Gentle Dental are doing this.
Now a lot of you may be saying or thinking – Alison I’m already doing all of this….what else will separate my company from the pack so I rise to the top of the Employer Branding charts?
One thing that you can do is read what others are saying about you. Now as a recruiter, this might sound daunting, but Glassdoor has word clouds and other insights to make this a lot easier for you, but you need to fully understand all the pros of working for your great company, and all the cons….no place is perfect, so you should never be discouraged. Take this as a learning oppty.
We’re hearing it everywhere – recruiting and marketing are becoming one in the same. As a recruiter, you have to be able to market your strengths and message to the talent that you are trying to reach. Marketo is going to give you a great case study in a bit on how they were able to do this successfully.
JOIN THE CONVERSATION! It’s crucial that you are writing the story about your employer brand. 94% of candidates are interested in what the employer has to say on what makes you a great place to work, so make it easy and accessible to all your fans. Record it in videos and get that story/song out there!
You have to measure ROI. Make sure you are tracking candidates when they are applying to ensure that your message is resonating to the right people – your fans or fandidates as I like to call them.