1.
Building an Employer Brand
that Attracts Top Talent
Stacy Donovan Zapar
Tenfold

2.
PLENTY OF FISH IN THE SEA?
Why Your EMPLOYER BRAND Matters
More Than Ever
Stacy Donovan Zapar
Founder, Tenfold
@StacyZapar

3.
stacyzapar.com
40K+
social
34K+ 1M+
clients
speaking
featured
recruiting
boards

4.
• Employer Branding
• Social Recruiting
• Candidate Experience
• Sourcing Strategies
• Training
• Consulting

5.
What’s the #1 challenge
facing Recruiting today?
Go!

6.
training
lack of data
social recruiting
comp
attrition
ATS
resources
employees referrals
candidate experience
technology
quality of hire
cost per hire
time to fill
reporting
declines
FINDING TOP TALENT

7.
63% of CEOs are concerned about
attracting top talent with key skills.

8.
So how do we find, attract and
recruit that top talent?
1.Sourcing
2. Talent Attraction
job postings
employer referrals
content marketing
employer brand

9.
SOURCING IS LIKE FISHING

10.
TALENT ATTRACTION IS LIKE CASTING A NET

11.
A STRONG EMPLOYER BRAND

12.
A STRONG EMPLOYER BRAND

13.
A STRONG EMPLOYER BRAND

14.
A STRONG EMPLOYER BRAND

15.
A STRONG EMPLOYER BRAND

16.
ADDED BONUS? FACILITATES SOURCING

17.
BUT WHAT IF YOUR BRAND ISN’T STRONG?

18.
OR YOU’RE ATTRACTING THE WRONG TALENT

19.
OR YOU DON’T KNOW WHAT YOU’RE DOING

20.
of recruiters don’t understand
their own employer brand.
50%

21.
EMPLOYER BRAND

22.
What is YOUR Employer Brand?

23.
people
employer brand
culture
perks
leadership
alumni
network
current employees
candidate experience
reputation
perception
transparency
authenticity
Employee Value Proposition Company Culture
People Candidate Experience
EMPLOYER BRAND

24.
EMPLOYER BRANDING
TELLS A STORY...
a , transparent
story of what it’s
really like to
work at your company.
relevant

25.
EMPLOYER
BRAND
EXECUTE
GAMEPLAN

26.
1. RESEARCH & TAKE INVENTORY

27.
NEWS ARTICLESDEPARTMENT / EMPLOYEE BLOGS
OFFICE ENVIRONMENT / CUBE LIFE
COMPANY EVENTSCOMPANY CULTURE / DAY IN THE LIFE
INTERNAL INSIGHTS
EMPLOYEE SPOTLIGHTS
UNIQUE PERKS & BENEFITS
CANDID PHOTOS / IPHONE VIDEOS
CAREER STRATEGIES
HUMOR / MEMES
RELEVANT QUOTES
DIG TO FIND GREAT CONTENT

28.
WHAT DOES GREAT CONTENT LOOK LIKE?
“
”
Great content makes people want
to share, care or swear.
@PRSarahEvans

29.
2. BUILD AN EMPLOYER BRAND ROADMAP

30.
3. WHAT’S IN A NAME?

31.
4. A UNIQUE & CONSISTENT HASHTAG

32.
5. ESTABLISH PILLARS OF CONTENT

33.
6. TRAIN RECRUITERS ON SOCIAL MEDIA

34.
7. ESTABLISH GOALS & BENCHMARKS

35.
8. DEVELOP A CONTENT CURATION STRATEGY

36.
9. DEVELOP A COMMUNITY MGMT PLAN
Week 2 | Week 3 | Week 4

37.
10. DEVELOP A CONTENT CALENDAR
Content
curation,
schedule
posts for the
week
Engage,
follow back
Engage Engage,
follow back
Engage Engage,
#FF
SUN MON TUE WED THU FRI SAT
30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN

38.
EXECUTE

39.
SOCIAL MEDIA STRATEGY

40.
SOCIAL STRATEGY: TWITTER

41.
SOCIAL STRATEGY: FACEBOOK

42.
SOCIAL STRATEGY: FACEBOOK

43.
• Tech talks on
Wednesdays!
• Free lunches
• Coconut water and
lemonade
• Each floor has a theme
• Rooftop terrace
• Friday get-togethers
with beer and music
• “What a great place to
work!”

44.
SOCIAL STRATEGY: INSTAGRAM

45.
SOCIAL STRATEGY: LINKEDIN & GLASSDOOR

46.
SOCIAL STRATEGY: PINTEREST

47.
CONTENT STRATEGY: BLOGGING

48.
AN ENGAGING CAREERS PAGE

49.
BRANDED, INNOVATIVE JOB POSTINGS

50.
LIVE EVENTS & MIXERS

51.
MONTHLY TWEETCHATS
#GoTripAdvisor

52.
PODCASTS, HANGOUTS & INTERVIEWS

53.
EMPLOYEE SPOTLIGHTS & BLOG POSTS

54.
GLASSDOOR STRATEGY

55.
COMPANY-WIDE SOCIAL TRAINING

56.
FOCUS ON CANDIDATE EXPERIENCE

57.
WRAP
EMPLOYER
BRAND
GAMEPLAN EXECUTE

58.
@StacyZapar
in/stacyzapar
thisistenfold.com
619.917.9221
stacy@thisistenfold.com
Tenfold