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How to Build an Employer Brand from Scratch

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See how to build your roadmap, what to work toward and what to measure for success.

Michael Smith, Senior Manager, Recruitment Marketing at Walmart
Stacy Zapar, Founder at Tenfold
Lisa Holden, Employer Communications Manager at Glassdoor

Published in: Recruiting & HR
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How to Build an Employer Brand from Scratch

  1. 1. © Glassdoor, Inc. 2017 How to Build an Employer Brand from Scratch Glassdoor is a registered trademark of Glassdoor Inc.
  2. 2. © Glassdoor, Inc. 2017 •  Audio is streaming over the web. •  Please make sure your speakers are turned on and turned up. •  All lines are muted to avoid background noise. •  Please submit questions using the Q&A tab in the lower left corner of your window. " Webinar Tips for Attendees
  3. 3. © Glassdoor, Inc. 2017 #GDCHAT
  4. 4. © Glassdoor, Inc. 2017 Featured Speakers Stacy Zapar Founder at Tenfold @StacyZapar Lisa Holden Employer Communications Manager at Glassdoor @LisaAHolden Michael Smith Senior Manager, Recruitment Marketing at Walmart @MichaelSmithD
  5. 5. © Glassdoor, Inc. 2017 agenda what is an employer brand why employer branding matters first steps: building an employer brand amplifying your brand message company spotlight: Walmart key takeaways
  6. 6. © Glassdoor, Inc. 2017 What Is An Employer Brand?
  7. 7. © Glassdoor, Inc. 2017 What Is an Employer Brand: Your Reputation – Jeff Bezos, Founder and CEO, Amazon.com “ Your brand is what other" people say about you when" you’re not in the room.
  8. 8. © Glassdoor, Inc. 2017 What Is an Employer Brand: Culture CEOs and HR leaders now recognize that culture drives people’s behavior, innovation, and customer service, and 82% of leaders believe company culture" gives them a competitive advantage.  (source: Deloitte 2015 Human Capital Trends)
  9. 9. © Glassdoor, Inc. 2017 What Is an Employer Brand: Mission & Values Becoming Irresistible, Deloitte, February 2015
  10. 10. © Glassdoor, Inc. 2017 What Is an Employer Brand: Your People Edelman Trust Barometer, 2014
  11. 11. © Glassdoor, Inc. 2017 Why Employer Branding Matters
  12. 12. © Glassdoor, Inc. 2017 Value of Your Employer Brand Organizations that prioritize Employer Brand are: •  250% more likely to rate their overall talent acquisition efforts as highly effective •  185% more likely to have at least a high-level talent acquisition strategy in place •  130% more likely to see increases in employee engagement Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014
  13. 13. © Glassdoor, Inc. 2017 Strong Employer Brands Lead to More Candidates Source: Melián-González & Bulchand-Gidumal, 2016 Impact of Positive, Neutral and Negative Employer Reviews on Image and Recruiting Ability
  14. 14. © Glassdoor, Inc. 2017 Strong Employer Brands Speak for Themselves Source: Melián-González & Bulchand-Gidumal, 2016 Impact of Positive, Neutral and Negative Employer Reviews on Salary Demands by Prospective Employees
  15. 15. © Glassdoor, Inc. 2017 First Steps: Building an" Employer Brand
  16. 16. © Glassdoor, Inc. 2017 – Kathryn Minshew, @kmin Branding is a promise to your customers. Employer branding is a promise to your current and future employees. “
  17. 17. © Glassdoor, Inc. 2017 Great employer branding peels back the curtains
  18. 18. © Glassdoor, Inc. 2017 So what’s your company’s story?
  19. 19. © Glassdoor, Inc. 2017 The first step? Build an employer brand roadmap.
  20. 20. © Glassdoor, Inc. 2017 1. Define recruiting challenges. Tie EB goals to them.
  21. 21. © Glassdoor, Inc. 2017 2. Establish benchmarks. Measure. Track. Adjust.
  22. 22. © Glassdoor, Inc. 2017 3. Establish team, resources, key stakeholders
  23. 23. © Glassdoor, Inc. 2017 4. Partner with Marketing. It’s all ONE brand.
  24. 24. © Glassdoor, Inc. 2017 5. Listen to your employees: surveys, interviews, Glassdoor
  25. 25. © Glassdoor, Inc. 2017 6. Audit existing assets. Assess. Take inventory.
  26. 26. © Glassdoor, Inc. 2017 7. Define core values and EVP
  27. 27. © Glassdoor, Inc. 2017 8. Develop personas
  28. 28. © Glassdoor, Inc. 2017 9. Develop your narrative and content strategy
  29. 29. © Glassdoor, Inc. 2017 10. Evaluate tools, technologies and training needs
  30. 30. © Glassdoor, Inc. 2017 Building a Strong," Authentic Narrative
  31. 31. © Glassdoor, Inc. 2017 Employee storytelling is where it’s at!
  32. 32. © Glassdoor, Inc. 2017 Employee Storytelling •  Brand messages see 571% more reach when shared by employees •  90% trust recommendations from people they know (only 33% trust brand messages) •  3X more likely to believe employees than CEOs when it comes to work culture •  Employees have ~10X the social following your company has! https://www.fastcompany.com/3044156/hit-the-ground-running/why-vocal-employees-are-a-companys-best-pr https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priority http://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr
  33. 33. © Glassdoor, Inc. 2017 Video content is a must!
  34. 34. © Glassdoor, Inc. 2017 Mobile, mobile, mobile
  35. 35. © Glassdoor, Inc. 2017 Great Stories to Share •  The Work Being Done •  Company Culture •  Impact / Higher Purpose •  Office Environment •  EVP / Core Values •  Employee Spotlights •  Meet the Team •  Unique Perks & Benefits •  Company Events •  Social Causes
  36. 36. © Glassdoor, Inc. 2017 Amplifying Your Brand Messaging
  37. 37. © Glassdoor, Inc. 2017 “ – Smashfly corporate website Recruitment Marketing is every tactic — content marketing, email nurturing, social recruiting," mobile recruiting, career site, SEO, employee referrals, talent networks, job marketing, employer branding, recruiting events, recruiting analytics, CRM – that a talent acquisition team uses to find, attract, engage and nurture leads in order to convert them into more qualified applicants to fill jobs now and in the future.
  38. 38. © Glassdoor, Inc. 2017 Social Channels
  39. 39. © Glassdoor, Inc. 2017 Raw, Real-time Sharing
  40. 40. © Glassdoor, Inc. 2017 Targeted / Retargeting Ads & Sponsored Posts
  41. 41. © Glassdoor, Inc. 2017 Glassdoor / Reputation Management
  42. 42. © Glassdoor, Inc. 2017 Transparency in Action: Own your Culture
  43. 43. © Glassdoor, Inc. 2017 Blogging / Content Marketing
  44. 44. © Glassdoor, Inc. 2017 Engaging Careers Pages / Employee Q&A
  45. 45. © Glassdoor, Inc. 2017 Employee Profiles / Meet the Team
  46. 46. © Glassdoor, Inc. 2017 Recruiting Team: Transparency in Action
  47. 47. © Glassdoor, Inc. 2017 Landing Pages / Branded Job Postings
  48. 48. © Glassdoor, Inc. 2017 Newsletters / Email Campaigns
  49. 49. © Glassdoor, Inc. 2017 Texting Campaigns
  50. 50. © Glassdoor, Inc. 2017 Live Events: Meetups, Mixers and Hackathons
  51. 51. © Glassdoor, Inc. 2017 company spotlight
  52. 52. © Glassdoor, Inc. 2017 Our challenges are somewhat unique. •  What is your brand? •  What are your objectives? •  Who's your demographic? •  What are your resources?
  53. 53. © Glassdoor, Inc. 2017 Explores Website Hire Evaluates / Bonds Offer / Weighs Invests / Applies Sees an ad / organic search Don’t Hire Define recruiting 
 challenges. 1 Candidate Phases 1.6 M Unique Visitors / Mo.
  54. 54. © Glassdoor, Inc. 2017 Explores Website Evaluates / Bonds Offer / Weighs Invests / Applies Sees an ad / organic search Don’t Hire Define recruiting 
 challenges. 1 1.6 M Unique Visitors / Mo. 2.3 Pages per Session Candidate Phases
  55. 55. © Glassdoor, Inc. 2017 Saving people money so they can live better. Tie EB Goals to Challenges. 1
  56. 56. © Glassdoor, Inc. 2017 Prioritization Grid Impact Feasibility Time Wasters Big Bets Utilities No Brainers•  No Brainers may give you a tactical advantage •  Big Bets offer strategic differentiation •  Utilities may be table stakes •  Avoid Time Wasters - IBM Design
  57. 57. © Glassdoor, Inc. 2017 Establish Benchmarks 2 Don’t Boil the Ocean ≤ 3 KPIs per tactic… (Google “recruiting metrics ERE”)
  58. 58. © Glassdoor, Inc. 2017 Visualize in DOMO, Tableau, or something similar. Excel will do.
  59. 59. © Glassdoor, Inc. 2017 Establish Benchmarks 2 Objective = how much + by when 1.  Improve brand opinion & consideration •  ↑10 NPS points by Q2 2.  Drive quality candidates down the application funnel •  ↑10% by Q4
  60. 60. © Glassdoor, Inc. 2017 Establish Team and Stakeholders 3 Shepherding 100+ stakeholders •  Executive Leadership •  Design Influencers •  High Volume Users •  Vendor Partners •  Content Contributors •  Testers
  61. 61. © Glassdoor, Inc. 2017 Establish Team and Stakeholders 3 Set clear expectations up front… 1.  What are their roles? 2.  When are they required (timeline)? 3.  What kind of feedback is required? 4.  What are the risks and mitigation tactics?
  62. 62. © Glassdoor, Inc. 2017 Partner with Marketing 4 Partner with Marketing… and Corporate Affairs, and the UX Team, and “Rogues”, and…
  63. 63. © Glassdoor, Inc. 2017 Listen to Employees 5 …and candidates.
  64. 64. © Glassdoor, Inc. 2017 – Sam Walton, Founder of Walmart “ The secret of successful retailing is to give your customers what they want.
  65. 65. © Glassdoor, Inc. 2017 – Bridget van Kralingen, Senior Vice President of IBM Global Business Services “ The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.
  66. 66. © Glassdoor, Inc. 2017 Not this. This. Habanero Consulting Group If it has to be minimal, make it delightful.
  67. 67. © Glassdoor, Inc. 2017 Audit Existing Assets 6 The Ugly Baby 1.  Finding job openings isn’t easy. 2.  User paths are confusing. 3.  Site doesn’t clearly articulate the employer brand. 4.  Self-help tools are lacking. 5.  Site doesn’t reflect culture, our strongest value prop.
  68. 68. © Glassdoor, Inc. 2017 Why Walmart We are amazing problem solvers who deliver solutions through a juxtaposition of head and heart. Define Core Values 7
  69. 69. © Glassdoor, Inc. 2017 Walmart careers Tradition. Local. Nice. A Calling. The Collective. Modernity. Global. Relentless. A Calling Card. The Individual.
  70. 70. © Glassdoor, Inc. 2017 Key User Need Become a part of something meaningful.
  71. 71. © Glassdoor, Inc. 2017 Develop Personas 8
  72. 72. © Glassdoor, Inc. 2017
  73. 73. © Glassdoor, Inc. 2017 Says What do they say, or need to say to others? Does What do they do to accomplish their desires? Thinks What do they think about the situation? Feels / Values How does this person feel about their job / prospects?
  74. 74. © Glassdoor, Inc. 2017 Candidate Journey Phases World OnboardExplore WeighInvestEvaluate
  75. 75. © Glassdoor, Inc. 2017
  76. 76. © Glassdoor, Inc. 2017
  77. 77. © Glassdoor, Inc. 2017
  78. 78. © Glassdoor, Inc. 2017 Emphasizing our brand Letting our culture shine Putting the candidate first Guiding our candidates to success What Were We Solving for?
  79. 79. © Glassdoor, Inc. 2017 Clean. Helpful. Human.
  80. 80. © Glassdoor, Inc. 2017 Job search, enhanced. Job search, enhanced.
  81. 81. © Glassdoor, Inc. 2017 Discover. Be Inspired. Join Us.
  82. 82. © Glassdoor, Inc. 2017 Week 1 Stats (March 21-27, 2017 vs. March21-27, 2016) Pages / Session ↑ 40% Avg. Session Duration ↑ 19% Bounce Rate ↓ 30%
  83. 83. © Glassdoor, Inc. 2017 Key Takeaways
  84. 84. © Glassdoor, Inc. 2017 Key Takeaways Prioritize your employer brand Get started by building a roadmap Engage employees to become brand ambassadors 1 2 3
  85. 85. © Glassdoor, Inc. 2017 Stacy Zapar Founder at Tenfold @StacyZapar Lisa Holden Employer Communications Manager at Glassdoor @LisaAHolden Michael Smith Senior Manager, Recruitment Marketing at Walmart @MichaelSmithD
  86. 86. © Glassdoor, Inc. 2017

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