Nando Rodriguez, Head of Employment Branding & Candidate Experience at Horizon Media, shares the exact language and techniques used to market his role to senior leadership and create a role that has since opened the door to new opportunities. Check out the best of Talent Connect: http://bit.ly/1MBqz6m

1. ​ Nando Rodriguez
​ Head of Employment Branding & Candidate Experience
​ Horizon Media
The 5 Steps to Selling Employer
Branding to Your Company

2. Where do you start?
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3. Step 1.
Learn the Lay of the Land
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4. Employer Branding
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5. Job seekers are looking for
specific tailored content as
they research your company.
(Videos, Blogs, Tweets, Facebook
Updates, Instagram posts, etc.)
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6. 80% of active & passive job seekers say they
will not follow a company on social media
if posts are irrelevant, uninviting, or solely self-serving.
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7. Audit social platforms, survey & career
site
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8. Nov – Apr 2015
only 3 employees posted
being hired at Horizon Media.
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9. 30% of new hires surveyed had
not heard of Horizon Media prior
to being contacted by recruiting
*In-house survey Jan 1 2015 – Aug 3rd
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10. What do you build?
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11. Step 2. Your strategy
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12. Strategy =
We will (Goal)
By (Action)
Leading to
(results)
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13. With an executed Employment Branding
strategy we can position Horizon Media
as the #1 media agency to work for in
New York & LA.
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14. What do you create?
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15. Step 3. The
Content
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16. Who is your target audience?
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17. Engagement?
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18. #talentconnect

19. employee
referral
campaigns
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21. SOURCE: BLUEBERRY
DOES THE POST TOUCH ON:
People/Culture What’s it like to work inside our company?
Equality, Respect, Cohesiveness
Employer Reputation Products, Ethical, Prestige, Innovation
Remuneration &
Advancement
Career Prospects, Advancements, Benefits &
Perks, Work Programs, Referral Campaigns
Job Characteristics What do I do, Variety, Challenge
Misc Happy Friday, #WednesdayWisedom
5 relevant post types
all platforms:
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22. Create the tool kit for brand
ambassadors to easily share our
career-focused content on their
social media platforms in order to
engage and attract talent,
ultimately amplifying your
employer brand.
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23. Speaking to the Boss
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24. Step 4. Educate
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25. Employer Brand = your company’s
reputation (internal & external) in
the market place against it’s
competitors.
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26. Attracts 3.5 more job
applicants per job posting
Employer Institute Study
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27. Attracts 20% more
passive candidates
Corporate Leadership Council
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28. Reduce cost per hire by
50%
CareerBuilder Study
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29. 83% of job seekers are wary
of working for a company
with a negative reputation
Glassdoor Survey
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30. #talentconnect

31. #talentconnect

32. The goal of employer branding is to
attract qualified talent to your organization
and build a solid pipeline that fuels
recruiting activity.
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33. The possibilities?
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34. Miles &
I
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35. from recruiter…
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36. to employer branding.
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37. Step 5. Measure
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38. Key Performance Indicators
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39. *Social Media follower quality
*Talent Response Rate Spike
*Shortening Time to Hire
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40. *Increased Brand Awareness
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41. *Increased Brand Awareness
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42. *Increased Brand Awareness
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43. *Increased Brand Awareness
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44. *Increased Brand Awareness
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45. *Recruiters are now getting in on the
fun
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46. *Applicant Quality
*Offer Acceptance Rates Increase
*Uptick in Employee Retention
*Brand Ambassadors
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47. With the right strategy, proper funding, allowed creativity, and leadership behind it,
an organization’s employer brand can achieve increased brand awareness with
key talent, increasing the efficacy of recruiters’ outreach,
improving applicant quality, and shortening the time it takes to fill your positions.
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