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DIY Employer Brand: 4 Steps to a Compelling Employer Brand from Scratch

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While 72% of recruiting leaders worldwide agree that employer brand has a significant impact on hiring, just 55% have a proactive employer brand strategy. (Global Recruiting Trends 2016, LinkedIn)

If you belong to one of the 45% of companies who do not have a proactive employer brand strategy, getting started can feel daunting.

In this upcoming event at LinkedIn Hong Kong, LinkedIn Employer Brand specialists will show you how you can build a compelling employer brand in-house and from scratch.

You will learn:

How to setup your employer brand project for success
How to develop your Employer Value Proposition
How to plan your employer brand communications
How to rollout your employer brand
You will also get an overview of Next Generation LinkedIn Career Pages – a platform tailored to allow employees to voice their opinions on their respective organisations, better than ever.

Date: Tuesday, November 1, 2016 (English)
Time: 5:00pm - 6:00pm (check in starts at 4:30pm)
Address: 38/F, Hysan Place, 500 Hennessy Road, Causeway Bay, Hong Kong

Published in: Recruiting & HR
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DIY Employer Brand: 4 Steps to a Compelling Employer Brand from Scratch

  1. 1. DIY Employer Brand 4 Steps to a Compelling Employer Brand from Scratch Hong Kong November 2016
  2. 2. Jo Chow Talent Brand Consultant LinkedIn Hong Kong Mandy Wong Talent Brand Consultant LinkedIn Hong Kong
  3. 3. ① Why Employer Brand & Why Now? ② Four steps to a compelling Employer Brand from scratch i. Setup your employer brand project ii. Develop your Employee Value Proposition iii. Plan your employer brand communications iv. Rollout your employer brand Agenda
  4. 4. ① Why Employer Brand and Why Now?
  5. 5. Power has shifted to the candidate
  6. 6. You Already Have an Employer Brand
  7. 7. Companies are hiring for people to own Employer Brand
  8. 8. Talent Brand is here to stay, the proof is in the hiring! Source: 2016 LinkedIn member Insights In the past 10 years 5X Talent Brand roles have increased by In the past 5 years 2X In the past 3 years 50%
  9. 9. Has your company developed a clear employer branding strategy? 13% 32% 35% 17% No, we have not developed a strategy No, but we are working on it Yes, but it can be further developed Yes, we have a clear strategy * Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)
  10. 10. ② Four steps to a compelling Employer Brand from scratch i. Setup your employer brand project ii. Develop your Employee Value Proposition iii. Plan your employer brand communications iv. Rollout your employer brand
  11. 11. Build a robust case to bring everyone on board Estimated cost, benefit and risks Overall business objective – what are you trying to solve? Stakeholders 1 Stakeholders 2 Stakeholders 3 Executive sponsorship Responsibility Responsibility Responsibility KPIs KPIs KPIs Your key talent pools
  12. 12. Which department is currently responsible for managing your employer brand?* * Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible) 8% 13% 17% 18% 42% CEO Executive Team Marketing / Comms / Branding HR and Marketing / Comms HR / Recruitment
  13. 13. ② Four steps to a compelling Employer Brand from scratch i. Setup your employer brand project ii. Develop your Employee Value Proposition iii. Plan your employer brand communications iv. Rollout your employer brand
  14. 14. What is an Employee Value Proposition? 15 The set of benefits or value a company promises to deliver to it’s existing employees and targeted potential candidates as a place of work.
  15. 15. Examples of Employee Value Propositions
  16. 16. General Format Employer Brand Framework Essence Employee Value Proposition Pillars Master brand Rewarding work Career Stability A proven track record that can provide long term career opportunities. Challenging Work Employees work on challenging projects and are continuously being given the opportunity to stretch themselves. Make an Impact Employees have direct access to peers and decision makers and own the opportunity to make a positive impact in their roles. Mission | Vision | Values | Purpose  Average tenure of employees is 12 years  Promote within policy  Belief in employee development through cross functional projects  Employee educational assistance  Pay for performance compensation  Direct access to decision makers Proof Points
  17. 17. 4 Steps to create an Employee Value Proposition 1. Research Internally  Understand who you are from the inside out 2. Research Externally  Understand the people who you want to hire & what current perceptions they hold of your company 3. Put it all together  Identify and articulate your unique offering relevant to your talent market 4. Ensure Buy-In  Get internal buy-in and commitment from all stakeholders
  18. 18. Understand who you are Step #1 – Internal Research  Who are we?  What do we do?  Why do we exist?  Why does it matter?  Why do people work here?  What do people not like about working here?  Why do people leave?  How are we different?
  19. 19. Base Line Assessment Step #1 – Internal Research ​Start by reviewing all relevant information pertaining to the current articulation of your Employee Value Proposition.  The company’s Vision, Mission, and Values.  Company and Careers websites  Recruitment materials Remember to ask your recruiters what they say about your company in an interview
  20. 20. Talk to Your Leaders Step #1 – Internal Research ​Leaders determine the strategic direction of the company. They set the tone of it’s working environment and have the biggest influence on the employer brand. ​Interview a number of senior members in the organisation. ​Example questions  What was your decision process in joining this company?  What does success look like for employees working here?  What makes the company a great place to work?  Define the organisation’s leadership style.  Where will the organisation be in 5 years time?  What makes the working experience here better than your biggest competitor?  What needs to be improved in the working experience?
  21. 21. Talk to Your People Step #1 – Internal Research ​Employees live the culture every day. Their views are the most realistic reflection of what the company is like to work in today. ​Conduct several focus groups and interviews. ​Example questions  Why did you join?  What is the company’s main strength as an employer?  What can the company improve in it’s employment experience?  What do your tell friends/family about what it is like to work here?  How would you describe the leadership?  Is the reality the same as your expectation before joining?
  22. 22. Understand who you want to hire Step #2 – External Research ​In order to understand who you want to hire to best position yourself to your target talent you need to be able to answer the following questions…  Who are we looking to hire?  Where are they?  What do they value?  Who else is competing for them?  What does your competition offer? Tools for doing this research  New hire interviews / surveys  Desktop review of competitors
  23. 23. Identify your unique offering relevant to your talent market Step #3 – Put it All Together ​Now synthesize  What the talent market wants  What competitors offer  What you offer (the authentic you)  What you would like to offer (the aspirational you). ​This will help you identify your unique position in the market place and clarify your employer value proposition.
  24. 24. Define the Pillars of Your EVP Step #3 – Put it All Together  The company  Products and Services  Leadership  Employee growth and development  Culture  Values  Perks and rewards - pay, extras, leave, maternity, etc.  Work Environment  Corporate Sustainability - environment, charity
  25. 25. General Format Employer Brand Framework Essence Employee Value Proposition Pillars Master brand Rewarding work Career Stability A proven track record that can provide long term career opportunities. Challenging Work Employees work on challenging projects and are continuously being given the opportunity to stretch themselves. Make an Impact Employees have direct access to peers and decision makers and own the opportunity to make a positive impact in their roles. Mission | Vision | Values | Purpose  Average tenure of employees is 12 years  Promote within policy  Belief in employee development through cross functional projects  Employee educational assistance  Pay for performance compensation  Direct access to decision makers Proof Points
  26. 26. Get internal buy-in and commitment from all stakeholders Step #4 – Ensure Buy-In ​It is essential that your EVP has internal buy-in and commitment from all key stakeholders. ​Put your internal marketing hat on.
  27. 27. ② Four steps to a compelling Employer Brand from scratch i. Setup your employer brand project ii. Develop your Employee Value Proposition iii. Plan your employer brand communications iv. Rollout your employer brand
  28. 28. Two types of content Hub Content they come to you Feed Content you send the content to them
  29. 29. The perfect hub for your employer brand Next Generation Career Page
  30. 30. What we’ve always heard from companies in Hong Kong… • Traditional job portal seems not to be fulfilling our recruitment needs, and we always see familiar faces applying • Time, resources and efficiency: how do I help my company promote employer brand, when I am already so busy? • Make recruiting smart by automation and big data by social recruitment 1. We are expanding / changing our businesses, that’s why we need new types of talent 2. HR is asked to fill sizable headcounts to support the business 3. HR is understaffed, concerned about time and resources to fill the headcounts 4. Not sure how I can promote my employer brand 31
  31. 31. What are talent thinking? 32 Perks and benefits 54%66% Culture and values 50% Mission and vision 1 2016 Global Talent Trends Report 2 Member survey: “How and why people change jobs” – March 2015, 10.5k members 49% of candidates say the #1 obstacle to changing jobs is knowing what it’s really like to work at a company1 What candidates want to know most about your company:
  32. 32. Career Pages let you share your authentic story & drive measurable hiring results Traffic-driving ads & tailored audience views help you engage high-priority candidates 33 • Traditional job portal seems not to be fulfilling our recruitment needs, and we always see familiar faces applying • Time, resources and efficiency: how do I help my company promote employer brand, when I am already so busy? • Make recruiting smart by automation and big data by social recruitment “Life” page provides candidates invaluable culture insights from you & your employees Robust in-product analytics allow you to see key recruiting results & insights Reach the right talent1 Share your authentic story without hassle 2 Measure success3
  33. 33. “Life” page gives candidates a rich, authentic view into life at your company Feature inspiring company leaders; allow talent to get to know them before they join Feature videos, images, slideshows highlighting your company culture, people, mission Catch top talent’s eye with a standout image or video telling your company story Share employee- created photos and blog posts that tell an authentic story, while still allowing you to control your messaging 34
  34. 34. Traffic-driving ads target your high-priority audiences & invite them to visit your Career Pages On average, traffic-driver ads increase your company followers 68%; followers are a warm pipeline that are 3x more likely to apply1 35 1 LinkedIn Internal Data, 2016 Reach the right talent1
  35. 35. Dynamic audience views & dropdown give talent a personalized tour of your company Relevancy drives engagement: viewers are 46% more likely to follow your company when they see content tailored to them1 1 LinkedIn Internal Data, 2016 36 Share your authentic story without hassle 2
  36. 36. No time, no problem: Career Pages Admin tools make it easy to create & maintain content Edit mode allows you to preview or save prior to publishing Easily toggle modules on or off for every audience view Intuitive, in-line editing experience We’ll suggest content based on recency and relevancy 37 Share your authentic story without hassle 2
  37. 37. No time, no problem: Leverage other functions and all employees to help out 38 Potential owners Company logo, banner, slogan, video, description (Company Page) PR or Marketing Employer branding banner, slogan, video, company culture description (Career Page) HR Company update (news) PR or Marketing Employee events updates (news) HR Jobs posting HR *Employee’s Post & Sharing (New) HR and all employees *Employee’s events photo collecting (New) HR and all employees Showcase pages Product Marketing Share your authentic story without hassle 2
  38. 38. In-product analytics help you measure success at all stages of your recruitment pipeline Measure visitor growth and frequency; understand the demographics of talent you attract Gain competitive insight, including Talent Flows Measure impact on job engagement and pipeline 39Measure success3
  39. 39. Our early-access customers have already seen success with Next Gen Career Pages +60% increase in page views per visitor1 +175% increase in job views1 40 1 LinkedIn Internal Data, 2016
  40. 40. ② Four steps to a compelling Employer Brand from scratch i. Setup your employer brand project ii. Develop your Employee Value Proposition iii. Plan your employer brand communications iv. Rollout your employer brand
  41. 41. Implementation – formula of success ​Just do it ​Don’t bite more than you can chew Show and promote early successes

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