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WHYASTRONGEMPLOYERBRANDIS
VITALINATTRACTINGTOPTALENT
THE RECRUITMENT CHALLENGE
65%
of UK companies expect a
skilled-candidate shortage
to persist in their sectors
over the next two years
GLOBALLY,
57%
of companies say
competition for talent is
their top challenge
* Bullhorn, UK Recruitment Trends Before and After
Brexit Part I, Aug 2016
* LinkedIn Global Recruiting Trends 2017
JOBSEEKERS ARE WELL-INFORMED
Candidates are consulting an average
of 16 sources before applying…
…and only 36% apply without doing
any research
What matters to candidates
* LinkedIn Global Recruiting Trends 2017
Culture and values
Perks and benefits
Mission and vision
1
2
3
The value of a strong
employer brand
80%
of talent leaders say
employer branding
significantly impacts their
ability to hire talent
Employer brand: An organisation’s reputation as
an employer and the value it offers to employees
(rather than customers)
i.e. “Why should I work for you?”
Employerbrand
=
Companygeneratedmessages
+
Employeegeneratedmessages
Developing your
employer brand
• What are your company values and how are they brought to life?
• What information do your candidates need and want?
• What’s your employee value proposition?
• How will you communicate that to the outside world?
• How will current employees be involved in this process?
Employee Value Proposition (EVP)
The unique set of benefits which an employee receives
in return for the skills, capabilities and experience they
bring to a company
Know your audience
Detailed candidate personas identify who you
need to reach and how:
• Personality traits
• Skills and capabilities
• Values and goals
• Location
• Media preferences
• Interests and behaviours
Get the message out
Use a variety of channels and tactics to
communicate your employer brand:
• Careers sites and join us pages
• Social channels
• Blogs
• Jobographics
• Creative job ads
• Employer brand videos
• Employee generated content / employee advocacy
“Employees are the most credible voices on
multiple topics, including the company’s
work environment, integrity, innovation
and business practices.” 
THE RECRUITMENT CHALLENGE
86%
say internal
communications has
the primary focus of
aligning people with
the organisation’s
purpose and strategy 
66%
say internal comms is
effective at creating
brand advocates
* Ellwood Atfield, The Changing Face of Internal
Communications, 2017
The power of recruitment marketing
UK HR managers say that recruitment marketing has:
Increased the number of
applications per vacancy
Reduced time to
fill positions
Increased the
quality of applicants
Increased the diversity
of applicants
Reduced cost
per hire
Increasedbrand
recognition
Improved staff
retention
* Southerly Recruitment Marketing Insights report, 2016
Closing thoughts
Companies on the
Glassdoor Best Places to
Work list outperform the
S&P 500 by an average of
122%
“Having a strong employer brand is about
attracting and retaining the best talent.”
* Glassdoor, 2015
* Steven Cheliotis, CEO, Centre for Brand Analysis

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Why a strong employer brand is vital in attracting top talent

  • 2. THE RECRUITMENT CHALLENGE 65% of UK companies expect a skilled-candidate shortage to persist in their sectors over the next two years GLOBALLY, 57% of companies say competition for talent is their top challenge * Bullhorn, UK Recruitment Trends Before and After Brexit Part I, Aug 2016 * LinkedIn Global Recruiting Trends 2017
  • 3. JOBSEEKERS ARE WELL-INFORMED Candidates are consulting an average of 16 sources before applying… …and only 36% apply without doing any research
  • 4. What matters to candidates * LinkedIn Global Recruiting Trends 2017 Culture and values Perks and benefits Mission and vision 1 2 3
  • 5. The value of a strong employer brand 80% of talent leaders say employer branding significantly impacts their ability to hire talent Employer brand: An organisation’s reputation as an employer and the value it offers to employees (rather than customers) i.e. “Why should I work for you?”
  • 7. Developing your employer brand • What are your company values and how are they brought to life? • What information do your candidates need and want? • What’s your employee value proposition? • How will you communicate that to the outside world? • How will current employees be involved in this process? Employee Value Proposition (EVP) The unique set of benefits which an employee receives in return for the skills, capabilities and experience they bring to a company
  • 8. Know your audience Detailed candidate personas identify who you need to reach and how: • Personality traits • Skills and capabilities • Values and goals • Location • Media preferences • Interests and behaviours
  • 9. Get the message out Use a variety of channels and tactics to communicate your employer brand: • Careers sites and join us pages • Social channels • Blogs • Jobographics • Creative job ads • Employer brand videos • Employee generated content / employee advocacy “Employees are the most credible voices on multiple topics, including the company’s work environment, integrity, innovation and business practices.” 
  • 10. THE RECRUITMENT CHALLENGE 86% say internal communications has the primary focus of aligning people with the organisation’s purpose and strategy  66% say internal comms is effective at creating brand advocates * Ellwood Atfield, The Changing Face of Internal Communications, 2017
  • 11. The power of recruitment marketing UK HR managers say that recruitment marketing has: Increased the number of applications per vacancy Reduced time to fill positions Increased the quality of applicants Increased the diversity of applicants Reduced cost per hire Increasedbrand recognition Improved staff retention * Southerly Recruitment Marketing Insights report, 2016
  • 12. Closing thoughts Companies on the Glassdoor Best Places to Work list outperform the S&P 500 by an average of 122% “Having a strong employer brand is about attracting and retaining the best talent.” * Glassdoor, 2015 * Steven Cheliotis, CEO, Centre for Brand Analysis