For this webinar, we invited Bryan Adams, CEO and Founder of Ph. Creative, and Kevin Blair, VP Talent Strategy at Beamery, to discuss how the employer brand magic happens. They went over the makings of differentiated messaging, and the common challenges in transmitting that message to the market.
2. Today’s Speakers
BRYAN ADAMS
CEO and founder
Ph.Creative
KEVIN BLAIR
VP Talent Strategy
Beamery
BRIAN SOWARDS
Global Talent Strategy
Ph.Creative
3.
4. Reality of workplace is different than our employer brand
Not sure the most effective way to activate it
We don’t really have one, we need a new one
Not sure how to measure the value we create for the business
Not very different from our competitors
AUDIENCE
What is your #1
Employer Brand
Challenge?
19. Applicants
Prospects, candidates
Employees /
Ambassadors
Alums
● Prospective Employees form an imprint
based on experience of the company’s
vision, mission and values
● Current Employees live the Employer Brand
day-in and day-out; it is a representation of
reality, not an aspiration
● Goodwill Ambassadors develop stories
based on interactions and experiences that
bear repeating
● Former Employees and Alumni are proud to
be associated to the company and its future
successes
The employer brand plays different roles in different parts of the candidate journey
20. What is in scope for
Employer Branding
today?
2020
25. Employer Brand Activation: Mission
Do
Think
Feel
CANDIDATEJOURNEY/QUALIFICATIONS
// hearts
// heads
// hands
Get positioning of employer
brand into hearts.
Get Specifics of EVP
into heads.
Get opportunities
into hands.
CANDIDATE JOURNEY / TIME
26. Employer Brand Activation: Milestones
Do
Think
Feel
CANDIDATEJOURNEY/QUALIFICATIONS
CANDIDATE JOURNEY / TIME
Create affinity
Get positioning of employer brand
into candidates hearts
Establish relevance
Get Specifics of EVP into
candidate heads
Drive compulsion
Get opportunities into
candidate hands
34. Need for more granular
measurements, analytics
Specialized teams and rising
expertise
CRMs and Talent marketing
platforms
People Organization held
accountable to business impact
The employer brand is getting more scientific.
37. Saved over $2 million
while delivering 200 hires
for every 1 job board placement.
NATIONWIDE
Deliver high quality candidates to the business across
six key business divisions, 4,500 hiring per year.