Summit14_S1: How to Message Your Employer Brand in an Authentic Way_ACHIEVERS

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Summit14_S1: How to Message Your Employer Brand in an Authentic Way_ACHIEVERS

  1. 1. HOW TO MESSAGE YOUR EMPLOYER BRAND IN AN AUTHENTIC WAY Kate Pope Achievers, Manger, Talent Acquisition
  2. 2. Agenda 1 Transparency and Your Employer Brand 2 Getting Your Employees on Board 3 5 Steps to Ensuring Transparency and Authenticity – The Achievers Story 4 Leveraging Internal and External Sources 5 Questions?
  3. 3. The Power of Employer Branding
  4. 4. A company’s Employer Brand Reputation directly impacts its ability to attract and retain top talent
  5. 5. If you don’t manage your employer brand, then someone else will write the story for you.
  6. 6. Today’s candidates seek transparency and authenticity in their job search
  7. 7. What We Know about Today’s Candidate 1 51% have buyer’s remorse due to an inaccurate picture of the job 2 95% are influenced by reviews from those inside the company 3 69% wouldn’t take a job with a company that had a bad reputation
  8. 8. Your employer brand begins with your employees
  9. 9. passionvaluestalent experience brand strengths ideals Brand Authenticity
  10. 10. It’s Not Just about Money “Employees exert up to four times more discretionary effort when they believe in the value of their job, their team, and their organization.”
  11. 11. THE ACHIEVERS STORY
  12. 12. We Seemed to be Rocking and RollingWe Seemed to be Rocking and Rolling 1 Culture 2 Top grades 3 Flexible work environment 4 Career site 5 ATS
  13. 13. But We Needed to Fix a Few Things…But We Needed to Fix a Few Things… 1 We were no different then any other start up 2 We wanted to attract more seasoned talent 3 High turnover in Gen Y’s 4 Remote talent 5 We NEEDED to stay true to our BRAND
  14. 14. Quick Fixes We Needed to Make 1 Alignment 2 Who do we hire? 3 Online messaging 4 Social
  15. 15. 5 STEPS TO ENSURING A TRANSPARENT BRAND
  16. 16. Step 1:Step 1: List out what makes you different from the competition and highlight those attributes.
  17. 17. Be a Marketer
  18. 18. Step 2:Step 2: Figure out WHO you want to hire and what attributes are most important to those groups.
  19. 19. Step 3:Step 3: Listen and fix any existing problems.
  20. 20. Read what others are saying about you
  21. 21. Step 4: Recognition works!
  22. 22. How Recognition Works—Maslow’s Hierarchy of Leads . Esteem ( importance, recognition, respect ) Love/Belonging ( social, love, family, team ) Safety ( economic and physical security ) Survival ( food, water, sleep ) Self Actualization ( challenge, opportunity, learning, creativity ) Career Development Opportunities Modern Recognition Compensation & Benefits #1 reason people leave is because of lack of recognition at work
  23. 23. Step 5:Step 5: Once you’ve got it, flaunt it and get social!
  24. 24. Join the conversation
  25. 25. Can’t Get More Transparent than…
  26. 26. Allows You to Track Engagement 1 How many candidates know you exist? 2 Where does your reputation stand compared to competitors? 3 What is your social media reach? 4 How influential is your employer brand?
  27. 27. Results 1 Recruiters and managers now aligned 2 Positive 30/60/90-day onboarding check-ins 3 Improved referral rates 4 Average age of candidates increased to 34 5 Candidates applied because of Glassdoor, not because of company career site
  28. 28. WHAT’S NEXT FOR ACHIEVERS?
  29. 29. Action Plan 1 Scale for growth 2 Continue to recruit millennials 3 Engagement with current employees 4 Localize brand
  30. 30. Brands are constantly evolving
  31. 31. 7 Ways to be More Transparent 32 1 Develop your employer brand message 2 Give employees a voice 3 Enable social sharing 4 Share frequently 5 Be responsive 6 Point people to 3rd party endorsements 7 Go mobile 7 Ways to be More Transparent
  32. 32. 33 Thoughts to Leave You With…
  33. 33. Kate Pope Achievers, Talent Acquisition Manager kate@achievers.com THANK YOU!

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