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Your Employment
Brand Under Siege:
how social media is changing recruitment
STRATEGIC CAPABILITY NETWORK
NOVEMBER 27, 2013
Discussion Points


is it business as usual?



employment brand 101



some emerging themes



some best practices
Business as usual?
It’s always been difficult to find good people …
and it’s getting harder


Unstable Markets & Governments



More Passive Job Seekers than in the past



Shifting Demographics





75M Baby Boomers Nearing Retirement
Only 30M Gen-X to fill roles

Globalization


Competition for Executive Talent



Uneven Quality of Education Systems
Employment Brand 101


Q: Who has an employment brand?




A: All companies do.

What is an employment brand?


Boring Answer - “Represents the corporate identity to its current and
prospective employees..”

It is important that you have consistency between your internal and external employer brand
“ if it can be known, it
will be known.

With the rise of the web & social media, HOW you recruit is as
important as WHO you recruit.

”
Review sites – glassdoor.com
Actual Employee Reviews

Reviews from Glassdoor.com
Benefits


Recruit better candidates



Reduce employee turnover



Make better hiring decisions



Reduce recruiting costs



Improve Employee
Engagement

Infographic from - http://www.staffingdaily.com/how-employee-referrals-impact-your-employer-brand-infographic/
Emerging Themes


Transparency – If it can be known it will be known






Social Media

Glassdoor.com

Job Boards - Struggling





National/International - reduction in traffic and revenues
Local/Niche/Specialist Job Boards becoming more effective

Your own Corporate Career Websites becoming more effective


Opportunities for Future Candidate Engagement



Leveraging Social - Moving from one message to conversations with prospects



Companies reducing spending on 3rd party recruiters



New Technologies


Lots of new very interesting technologies emerging trying to disrupt hiring process


CRM for Talent



Candidate Profiling



eHarmony for Jobs
“

Best Practices
How do we get started?

”
Differentiators & Competitive
Advantage
1.

Employer of Choice Branding Operational Excellence – be found &
known

2.

Candidate Experience – provide the best experience

3.

Candidate Relationship Management – proactive recruiting

4.

Technology Enablement – choose technologies that work &
integrate

5.

Crowd Sourcing, Market Intelligence – leverage referrals & social
Talk to Marketing
Marketing & HR need to work together – here’s why.


Employer of Choice Branding


Provide rich company information


Company Career Page – Or Micro-Sites






Use corporate careers page as anchor – all others are hooks to it (inbound marketing)
Participate in online conversations – Glassdoor, Indeed, Twitter, Facebook, etc. – Community Manager

Focus on Candidate Experience


Make it easy to connect/apply



Treat candidates like you would your employees



Go through your own application process



www.thecandes.org - The Candidate Experience Awards – amazing resource!




Asking for feedback – “How has the process been so far?”

Consider Evolution from Recruiter to Talent Advisor





Write inspiring job advertisements (not job descriptions)
Illustrate career paths and the overall opportunity about the future

Consider Building & Engaging talent community


Create a group of brand ambassadors



Learn from this group – they have the reason why they want to work for you.
Leverage Technology


Make sure your technology talks to each other




Avoid stand alone tools that don’t integrate with each other

Be found – Search Engine Optimization (SEO), Social, Web





Create great original content – company milestones, employee recognition
Start with content you already have

Candidate Relationship Management (CRM)




Crowd sourcing, Market Intelligence - Data Mining




Build relationships, manage expectations

Employee Referrals, hunting on Social Media

Mobile Optimization – You NEED to offer a mobile experience for candidates


72% of job seekers have visited company site on mobile device



Only 20% have a mobile optimized career site
Thanks!
Bruce Richards
@bruce_richards

http://ca.linkedin.com/in/brucedrichards/


Some Resources


http://www.ere.net/



http://www.thecandidateexperienceawards.org/



http://www.hrtechnologyconference.com/



http://www.blogging4jobs.com

Let me know if I can help!

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Your Employer Brand Under Siege: How Social Media is Changing Recruitment

  • 1. Your Employment Brand Under Siege: how social media is changing recruitment STRATEGIC CAPABILITY NETWORK NOVEMBER 27, 2013
  • 2. Discussion Points  is it business as usual?  employment brand 101  some emerging themes  some best practices
  • 3. Business as usual? It’s always been difficult to find good people … and it’s getting harder  Unstable Markets & Governments  More Passive Job Seekers than in the past  Shifting Demographics    75M Baby Boomers Nearing Retirement Only 30M Gen-X to fill roles Globalization  Competition for Executive Talent  Uneven Quality of Education Systems
  • 4. Employment Brand 101  Q: Who has an employment brand?   A: All companies do. What is an employment brand?  Boring Answer - “Represents the corporate identity to its current and prospective employees..” It is important that you have consistency between your internal and external employer brand
  • 5. “ if it can be known, it will be known. With the rise of the web & social media, HOW you recruit is as important as WHO you recruit. ”
  • 6. Review sites – glassdoor.com
  • 7. Actual Employee Reviews Reviews from Glassdoor.com
  • 8. Benefits  Recruit better candidates  Reduce employee turnover  Make better hiring decisions  Reduce recruiting costs  Improve Employee Engagement Infographic from - http://www.staffingdaily.com/how-employee-referrals-impact-your-employer-brand-infographic/
  • 9. Emerging Themes  Transparency – If it can be known it will be known    Social Media Glassdoor.com Job Boards - Struggling    National/International - reduction in traffic and revenues Local/Niche/Specialist Job Boards becoming more effective Your own Corporate Career Websites becoming more effective  Opportunities for Future Candidate Engagement  Leveraging Social - Moving from one message to conversations with prospects  Companies reducing spending on 3rd party recruiters  New Technologies  Lots of new very interesting technologies emerging trying to disrupt hiring process  CRM for Talent  Candidate Profiling  eHarmony for Jobs
  • 10. “ Best Practices How do we get started? ”
  • 11. Differentiators & Competitive Advantage 1. Employer of Choice Branding Operational Excellence – be found & known 2. Candidate Experience – provide the best experience 3. Candidate Relationship Management – proactive recruiting 4. Technology Enablement – choose technologies that work & integrate 5. Crowd Sourcing, Market Intelligence – leverage referrals & social
  • 12. Talk to Marketing Marketing & HR need to work together – here’s why.  Employer of Choice Branding  Provide rich company information  Company Career Page – Or Micro-Sites    Use corporate careers page as anchor – all others are hooks to it (inbound marketing) Participate in online conversations – Glassdoor, Indeed, Twitter, Facebook, etc. – Community Manager Focus on Candidate Experience  Make it easy to connect/apply  Treat candidates like you would your employees  Go through your own application process  www.thecandes.org - The Candidate Experience Awards – amazing resource!   Asking for feedback – “How has the process been so far?” Consider Evolution from Recruiter to Talent Advisor    Write inspiring job advertisements (not job descriptions) Illustrate career paths and the overall opportunity about the future Consider Building & Engaging talent community  Create a group of brand ambassadors  Learn from this group – they have the reason why they want to work for you.
  • 13. Leverage Technology  Make sure your technology talks to each other   Avoid stand alone tools that don’t integrate with each other Be found – Search Engine Optimization (SEO), Social, Web    Create great original content – company milestones, employee recognition Start with content you already have Candidate Relationship Management (CRM)   Crowd sourcing, Market Intelligence - Data Mining   Build relationships, manage expectations Employee Referrals, hunting on Social Media Mobile Optimization – You NEED to offer a mobile experience for candidates  72% of job seekers have visited company site on mobile device  Only 20% have a mobile optimized career site