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Employer Branding

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Ebook about how Companies should purposely and proactively develop and manage strong employer brands as a key facet of their talent acquisition strategies.

Ebook about how Companies should purposely and proactively develop and manage strong employer brands as a key facet of their talent acquisition strategies.

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  • 1. YOURBRANDMATTERSTO TALENT!A GUIDE TOEMPLOYMENTBRANDINGPHILLIP SCIRO Å
  • 2. 2 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDEINTRODUCTION Of course your brand matters, not only to consumers! You already know the basics about branding: it is not simply an image you create to display to the PHILLIP SCIRO world; it is also the emotional experience your customers associate with a product or service. It is common sense that your corporate branding strategy will be successful if your voice is heard and remembered above the cacophony of your competitors’ voices. But tell me, why is employer branding becoming such a hot topic for HR professionals and candidates over the last few months? Is it a true differentiator, or is this just buzzy and fuzzy trend-hopping without any substance? Today, popular opinion says that a strong employment brand can provide important competitive advantage, and employers who reflect their brand to talented job seekers can enjoy a true competitive differentiator. Is this really true? I wrote this e-book to give you both: An overview about the latest discussions, and some new insights that may have not been discussed in other publications about employer branding! Read, learn, and enjoy. If you have any questions or comments, please feel free to contact me directly at sciropa@kellyservices.com PHILLIP SCIRO Ã ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 3. 3 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDE01GET IT Obviously, companies must be focused on selling a product or service in Yes, there are benefits for companies with a strong employment brand, if REMEMBER: Anyone could be a job candidate or a customer in the future,STRAIGHT – order to be competitive and prepare they want to attract top talent: so your brand should mean the same for future growth. CompetitiveIT’S ABOUT strength,however, always depends • Greater success in attracting and hiring top-quality passive (sought- thing to everyone who experiences it. Your hiring strategies should includeYOU! on the ability to attract and retain after) candidates processes to help determine whether top talent, so employers need to be • More referrals from satisfied current a job candidate is going to be a good constantly focused on attracting the employees and lower rates of offer fit with your company culture and cream of the crop, regardless of the rejection, which translates into better corporate strategy. If you try to fill economy. Employers are engaged in talent and a lower cost-per-hire in the holes during the on-boarding a war for talent that demands them • Higher levels of employee to continually rethink recruitment process, it is too late for both you and engagement, lower turnover, and strategies. your employee. greater morale Developing an engaged, committed, and talented workforce needs to start from the very beginning of the recruitment process. Job applicants and employees alike want to know what advantages they will realize from committing to your organization à ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 4. 4 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDE02DOES BRAND Latest studies have shown that candidates consider an organization’s attract the type of talent who will enable your corporate strategy. You • Your sourcing strategies need to acknowledge that some culturalGET TALENT? reputation to be very important, and as HR leader, responsible for human elements of your brand are notYES! one of the most influential factors in capital development and acquisition, negotiable, because they’re part of their decision to accept employment. should be sitting at the table during the the brand Clearly, a staffing strategy will be development of a corporate strategy, more successful in attracting top not simply engaged after the fact. KEEP IN MIND: If your candidates talent if hiring managers recognize don’t experience from the very Remember, when courting top talent: beginning what they’re going to how a strong employment brand can • You should target places where you experience culturally while working motivate and engage job seekers. can recruit specific skill sets and types with you, then they may look From an internal perspective, your of employees who are more likely to elsewhere—or when they come on corporate strategy may look good, thrive in your culture and be aligned board and the culture is very different but you need to have an effective with corporate values and missions from their expectations, they won’t feel acquisition strategy as well— • Global assimilation is more important encouraged to stay. messaging, resources, branding, than ever now, because the world is advertising, and reputation that will your marketplace To be effective in attracting top talent, an employer brand should be compelling and credible, and should connect with applicants in their own voice. Ã ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 5. 5 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDE03SPEAK TO THE Contrary to what companies may believe, in large part, employees • Listen to social conversations and actively contribute thought leadership • Tag product images with specific brand names and descriptions, soWORLD! NOW have always owned the employer content to target audiences, so your job seekers can learn more about brand. They just haven’t had the tools name and corporate brand become your company to spread their opinions as widely familiar and recognizable and quickly as they can today. Social • Share links and useful information As these social platforms are networking (LinkedIn, MySpace, Plaxo, with other network users growing exponentially, the rapid-fire Facebook, Twitter, etc.) has made brand • Create polls and surveys to learn effectiveness of social media in getting exposure faster and more cost-effective. more about your target audience the word out can be a double-edged Take advantage of these benefits, or and community sword. If your organization doesn’t they could take advantage of you! have a voice in this channel, your How? employment brand is being left behind. No matter which social media/networking sites you participate in, interacting with and involving users can be a great way to position your employer brand as an attractive one. Ã ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 6. 6 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDE04OUCH! No doubt, social media is a huge chance to get the word out about your media to improve the reputations and best practices of their company. not be able to counter any negative attention you may receive. If youPREVENT ONLINE brand and to build reputation. But you Key to succeeding is being proactive aren’t already actively involved in the need to do it right! conversation, your reputation will beDAMAGE TO and getting involved with social left in the hands of what other peopleYOUR BRAND Some companies have learned the hard way about how social media can deal media, so you can spot trends and potential issues to address them are saying about it. a harsh blow to their corporate brand before they become a problem for A negative reputation online can and ultimately their employer brand. your company. You can’t just listen to seriously hamper your success in Yet, for every social media nightmare what other people are saying, though; attracting top talent. story, there are numerous examples of your business must have some kind of employees and companies using social online presence of its own, or you will Peer-to-peer content publishing, blogs, online journals, search engine managers, industry forums, and online rating services have shifted much of the power away from organizations in being able to manage their employment brand. A personal statement someone makes about their employer is more trusted as fact than any generic corporate mission statement. Ã ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 7. 7 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDE05POSITION Yes, it might be a no-brainer for you: Job seekers today are shifting away TO BE MORE CONCRETE: You should bring them to an informative, engaging day. Smaller companies shouldn’t try to compete with Google’s approach, but YOURSELF! from traditional media and going to recruitment section on your company’s they can set out to be the top brand in more online and social platforms to website, to strengthen their perception their vertical.USE YOUR network, conduct specific searches, of your brand and influence themWEBSITE and find jobs. to want to work for you. Innovative If you have to pay to advertise your branding strategies, such as videos, can employer brand, you run the risk of But if you want purposeful employment make candidates feel excited about the losing credibility with passive job branding online, it should bring possibility of working for you. A perfect seekers. But “word on the street” (e.g., candidates to a place that clearly example of how successful this strategy online) will excite potential candidates identifies the company’s culture, can be is the fact that “An Inside Look to seek out your company as an mission, values, benefits information, at Google” has been viewed more than employer, and it will be easier to attract and job listings. You should bring them 500,000 times online—and Google and engage top talent. to YOUR website! receives more than 3,000 applications a A viral-based approach using social media can be the most economical and successful branding strategy. Ã ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 8. 8 | TALENT NEED BRAND! AN EMPLOYER BRANDING GUIDECONCLUSION As I have asked in the introduction: Can a good employer brand be a true differentiator for companies, or is it just buzzy and fuzzy trend-hopping without any substance?? For me it is a true differentiator, if you do some things right (see the points above). It requires important value propositions that everyone in the organization is responsible for developing and engendering—including top management, Human Resources, Marketing, Finance and others. A corporate brand can be much more than a tool to achieve customer engagement. It’s equally important as a powerful tool for talent acquisition and retention. Without alignment and intentional effort to maintain a competitive position with your employment brand, attracting today’s pivotal talent is nearly impossible. Employees today are behaving more like consumers when choosing to join a company or stay with an employer. A positive employer brand can help differentiate your company from others while creating an attractive identity that job seekers can align with their own values and ideals. Never forget: Your employer brand is only as good as an employee’s experience of that brand promise. Ã ÅHOME INTRODUCTION 01 GET IT 02 DOES BRAND 03 SPEAK TO 04 PREVENT 05 POSITION CONCLUSION GET THE FULL REPORT STRAIGHT GET TALENT THE WORLD ONLINE DAMAGE YOURSELF
  • 9. This ebook is extracted from Your Brand Matters to Talent! A Guide to Employment Branding DOWNLOAD YOUR FREE COPY TODAY.ABOUT THE AUTHORPHILLIP SCIRO has spent the last twenty years in Sales, Sales Management andExecutive Leadership roles with some of the very best in the staffing industrywhom entrusted in him the responsibility of launching, growing, and managingmulti-discipline practices in Asia, United Kingdom and the Americas.Phillip holds a Bachelors Degree in Business administration.ABOUT KELLYKelly Services, Inc. (NASDAQ: KELYA, KELYB) is a leader in providing workforce solutions.Kelly® offers a comprehensive array of outsourcing and consulting services as well as world-classstaffing on a temporary, temporary-to-hire, and direct-hire basis. Serving clients around the globe,Kelly provides employment to 480,000 employees annually. Revenue in 2010 was $5 billion. Ã EXIT

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