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Webinar Deck: 5 Do's and Don'ts of Employer Branding

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Findly SVP Mark Hornung taps into his more than 20 years in employer branding to share the top 5 do's and don'ts that companies should consider when crafting and executing activities that support a strong employer brand.

Published in: Recruiting & HR
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Webinar Deck: 5 Do's and Don'ts of Employer Branding

  1. 1. 5 Do’s and Don’ts of Employer Branding
  2. 2. This deck was originally presented during Findly’s live webinar, “5 Do’s and Don’ts of Employer Branding” To view the full webinar replay, please visit: https://www.brighttalk.com/webcast/12037/136383
  3. 3. About Findly Recruiting Re-imagined Findly's enterprise cloud solutions uniquely incorporate lightweight and fully integrated applications that simplify and accelerate talent acquisition. Our suite of integrated and mobile-optimized tools support all areas of recruiting – talent attraction and acquisition, candidate engagement and enrichment, and hiring and onboarding. Learn more at www.findly.com
  4. 4. Mark Hornung SVP Employer Branding • More than 20 Years Creating Branding Strategies for Companies of All Sizes • Expertise in Branding Research, Employee Engagement and Messaging Design Findly.com facebook.com/getFindly @getFindly About Today’s Speaker @
  5. 5. _ Employer Brands Are About Relationships Between employer and employees Employer Potential Past Current 5
  6. 6. Employer Brands Are About Relationships Between employees and everyone they interact with Each other Employees Customers Other stakeholders Suppliers/ vendors Community leaders Investors/ analysts 6
  7. 7. Communicate your brand identity internally and externally Employer Branding = Communicating Your Brand Owned Media Client Business Units Client Talent Acquisition Client Marketing Paid Media EMPLOYER BRANDInternal Comm’s Print, Out of Home Events TV, RadioDirect (e-mail, CRM, postal) LinkedIn Web (banners, job boards) Collateral Talent community Career Web site 7
  8. 8. Your employees are more credible than your CEO Who Do People Find Credible? 43% 52% 62% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% CEO Regular employee A person like yourself Academic or expert Source: Edelman Trust Barometer, 2014 How credible is information about a company from each source (2014) 8
  9. 9. 9 Your employees can be credible sources of information Employer Branding Client Business Units Client Talent Acquisition Client Marketing EMPLOYER BRAND Earned Media Paid Media Print, Out of Home Events TV, Radio Direct (e-mail, CRM, postal)LinkedIn Web (banners, job boards) Owned Media Internal Comm’sCollateral Talent community Career Web site HR PR Review Sites
  10. 10. #1 5 Do’s and Don’ts of Employer Branding: DON’T confuse your employer brand with your overall brand DO understand your existing employer brand
  11. 11. ORGANIZATIONAL BRAND Mission | Vision | Values #1: Don’t Confuse Your Employer Brand with Your Overall Brand
  12. 12. Your employer brand exists. Do you know what it is? vs 12 #1: Do Understand Your Existing Employer Brand
  13. 13. Assess 13 #1: Do Understand Your Existing Employer Brand • Qualitative Research • Quantitative Research • Online Reputation Monitoring • Mystery Recruits • Secondary Research
  14. 14. #2 5 Do’s and Don’ts of Employer Branding: DON’T underestimate the power of your employer brand DO make sure your employer brand is aligned with your overall goals
  15. 15. 15 #2: Don’t Underestimate the Power of Your Employer Brand Companies that deliver a differentiated EVP that integrates total rewards and aligns with the business strategy are: Source: Towers Watson 2012 – 2013 Talent Management and Rewards Study 5X 2X More likely to report their employees are highly engaged More likely to report achieving financial performance significantly above their peers. Companies with high level of employee engagement saw a 19.2% increase in operating income. Companies with low levels of employee engagement saw a 32.7% decline in operating income. 19.2% 32.7%
  16. 16. 16 Comes from the employer What value does the employer provide to employees (current and potential)? A statement (not a paragraph) Rewards Opportunity Work People Reputation Facets of EVP Succinct Authentic Aspirational Rarely for public consumption #2: Do Make Sure Your Employer Brand is Aligned with Your Overall Goals Employer Value Proposition Traits of EVP
  17. 17. 17 #2: Do Make Sure Your Employer Brand is Aligned with Your Overall Goals
  18. 18. #3 5 Do’s and Don’ts of Employer Branding: DON’T assume you know what your employees really think DO monitor and measure the strength of your employer brand
  19. 19. Engagement scores decline with tenure. Employees with the most institutional knowledge care the least. Engagement scores decline as you go down your org chart. Consequently, senior executives underestimate discontent among your employees. Engagement scores are lowest among sales and service employees. Engagement scores are lowest among people directly facing your customers. 19 #3: Don’t Assume You Know What Your Employees Really Think Source: Markey, Rob, “The Four Secrets to Employee Engagement,” Harvard Business Review, January 2014 N = 200,000 employees in 40 companies
  20. 20. Review Sites JOB FORUMS Search Engines Social MediaJob Boards & Aggregators #3: Do Monitor and Measure the Strength of Your Employer Brand
  21. 21. 21 #3: Do Monitor and Measure the Strength of Your Employer Brand Monitor interest in your employer brand compared to competitors
  22. 22. 22 #3: Do Monitor and Measure the Strength of Your Employer Brand Identify correlations in search activity to events United States Web Search activity for jobs at amazon and amazon careers (r=9.9535)
  23. 23. 23 #3: Do Monitor and Measure the Strength of Your Employer Brand Offline Brand Monitoring Employee surveys Voluntary turnover data • Exit interviews • Pre-emptive focus groups Candidate / applicant volume, quality • Percent of hires from employee referrals • Accept : offer ratio • Trends
  24. 24. #4 5 Do’s and Don’ts of Employer Branding: DON’T confuse tools with your employer brand DO make your employer brand real in your organization
  25. 25. Think of employer brand as architecture… 25 #4: Don’t Confuse Tools with Your Employer Brand … and technology as a tool ATS CRM Job Distribution Social Media PromotionJob Boards Career Site SEO SEM
  26. 26. Every candidate since 2012 surveyed in real-time about their experience • Results shared with recruiters, hiring managers • Metrics maintained on candidate satisfaction • Revised job descriptions • Changes to out of town candidates’ travel arrangements CapitalOne “walks the talk” Every candidate is potential cardholder. “ “ 26 #4: Do Make Your Employer Brand Real in Your Organization
  27. 27. Zappos gets 31,000 resumes annually for call center representatives… • They personally contact every applicant… • They only hire 300 They consider two attributes: • Hard skills = 50% • Culture fit = 50% 27 #4: Do Make Your Employer Brand Real in Your Organization Zappos Eliminates Job Postings
  28. 28. #5 5 Do’s and Don’ts of Employer Branding: DON’T think of your employer branding as a discrete project DO communicate your employer brand continuously
  29. 29. Customer Feedback Executive Character and Voice General Internal Communications Channels Supervisor Relationship and Voice Reporting Policies and Procedures Tools, Support and Task Training Physical Environment and Visuals Career Development, Growth External Communication, Recruitment Work/Life Balance Rewards and Recognition Compensation and Benefits Diversity, Culture Employer Brand Touchpoints 29 #5: Don’t Think of Your Employer Branding as a Discrete Project
  30. 30. Make someone responsible for it Make someone accountable for it Provide the resources required to accomplish your goals: people, money and time 30 #5: Don’t Think of Your Employer Branding as a Discrete Project Manage your employer brand
  31. 31. 31 #5: Do Communicate Your Employer Brand Continuously The Engagement Loop Ongoing Exposure Initial Consideration Set Commit Trigger Ongoing Exposure Evaluation
  32. 32. Mobile Mobile Online Online TV TV Radio Radio Print Print Other Other 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2014 Share of time spent per day by Media Source: eMarketer, 2014 29.6% Digital 47.1% Digital 32 #5: Do Communicate Your Employer Brand Continuously
  33. 33. 33 DON’TS • Confuse Your Employer Brand with Your Overall Brand • Underestimate the Power of Your Employer Brand • Assume You Know What Employees Really Think • Confuse Tools with Your Employer Brand • Think of Your Employer Branding as a Discrete Project DO’S  Understand Your Existing Employer Brand  Make Sure Your Employer Brand is Aligned with Your Overall Goals  Monitor and Measure the Strength of your Employer Brand  Make Your Employer Brand Real in Your Organization  Communicate Your Employer Brand Continuously x x x x x 5 Do’s and Don’ts of Employer Branding
  34. 34. Findly.com facebook.com/getFindly THANK YOU! @ @getFindly sales@findly.com
  35. 35. Q&A

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