Discover how employer branding can help your company attract top candidates. This presentation was delivered through ERE.net by Rebecca Valladares, Senior Vice President of Relationship Management for Hudson Americas (http://us.hudson.com). Learn what employer branding is and the various employer brand attributes that appeal to quality candidates. Explore how top companies are using employer branding to their benefit based on a study of 328 HR executives. For the complete report, visit http://employerbrandguide.com for a complimentary download.

1. Attracting
Candidates with
Authenticity
Rebecca Valladares
Senior Vice President,
Hudson RPO
Is Your Employer Brand
Just Fluff?

2. AGENDA
o Overview of Employer Brand (EB)
o Introduction to the Global Research Study
o Employee Value Proposition (EVP)
o Building the Brand
o Mapping the Candidate Journey
o HR Policy Alignment
o The Future of EB

3. DEFINITION OF EMPLOYER BRAND
employer brand
[em-ploi-er brand]
noun
1. the perception of the organization by both current and potential
employees
2. the organization’s reputation as an employer

4. SAMPLE EMPLOYER BRAND ATTRIBUTES
Corporate
Company Size
Direction of
Company
Global
company
Leadership
Product
Diversity
Product
Innovation
Environment
Co-worker
quality
Diversity of
though
Innovation of
colleagues
Manager
quality
Shared
mission
Teamwork
Expressed
Values
Cultural
diversity
Customer
focus
Ethics
Integrity of
colleagues
Prestige of
company
Quality product
Fulfillment
Empowerment
Importance of
work
Recognition for
performance
Respect
Sense of
achievement
Practical
Benefits
Compensation
Flexibility
Location
Stability
Work Life
Balance
Professional
Advancement
Opportunities
Career Mobility
Opportunity to
learn
Training
*TMP Worldwide whitepaper “Employer Brand Management”

5. OUR EMPLOYER BRAND GLOBAL STUDY
Complimentary Download at EmployerBrandGuide.com
328 global
participants
Target = HR LeadersKey Areas Analyzed
• Employer Brand
• Definition
• Importance
• Ownership
• Management
• Promotion and
• Future plans
1-on-1 Survey
Particpants
2014 Joint Hudson RPO / HRO Today Global Study

6. Does your company
have a documented
employer brand
strategy?

7. DOCUMENTED EMPLOYER BRAND STRATEGY
Top Brands Other Brands
We have a clearly defined documented strategy 32.2% 16.4%
We have some broad guidelines we follow, but not
a documented strategy
46.3% 40.8%
We have no documented strategy 21.5% 42.8%
of top brands have either a
documented strategy or some
guidelines
78.5%
Complimentary Download at EmployerBrandGuide.com

8. WHAT’S IN IT FOR ME??
Good
Cultural
Fit
Complement
Recruitment
Program
Foster
Employee
Loyalty
Increased
Retention
Maximized
Bottom
Line

9. THE EVP = YOUR PROMISE TO EMPLOYEES
An employee value proposition (EVP) is the company’s
promise to employees about the rewards and benefits they
will receive in exchange for their performance. Defining the
EVP so that this promise is clearly understood by all is critical
to workplace culture, career management and retention.

10. Does your company
have a defined
Employee Value
Proposition?

11. CREATE AN AUTHENTIC EVP
Use Surveys &
Focus Groups for
Authentic EVP
Input
Include employees
across departments,
geographies and
seniority levels
Ask the right
questions
Discover what sets your company
apart. In surveys ask questions
about why they accepted the job at
your organization, what they like
most out of our employer offerings,
how it compares to their other
employers and what things they‘d
like to have implemented
Review
draft EVP
messages
via focus
groups to
ensure
From
survey
results,
capture
specific
words used to describe
the EVP and use them in
your messaging
they resonate and are
true and authentic
1st
Document and
acquire a more
honest, well-
rounded view of the
employer brand to
communicate in
candidate touch
points

12. BUILDING THE BRAND
Secure Leadership Buy-In
Determine Stakeholders
Define Strategy & Investment
Develop the EVP
COMMUNICATE
Create Ambassadors
Measure ROI

13. SECURE LEADERSHIP BUY IN
• Top tier brands are significantly more likely to have
CEO/President sponsorship (44.5%) than other brands
(25.1%)
• Top brands consider CEO/President sponsorship 25.6
percentage points more important than HR Department
sponsorship (44.5% vs 18.9%)
• Other brands consider HR Department sponsorship nearly as
important as CEO/President sponsorship (23.6% vs 25.1%)

14. DETERMINE STAKEHOLDERS
• Overall, top tier employer brand companies involve more departments and
other groups in promoting the employer brand including:
o Human Resources department
o Marketing
o Communications
o Talent acquisition function
o Public Relations
o Outside sales partners
o Internal sales
• Nearly one-half (44.6%) of top employer brand companies indicated that they
have clearly defined organizational responsibilities for their brand, vs.
only 17.6% of those without top employer brand companies.

15. DEFINE THE STRATEGY AND INVESTMENT
Top Employer Brands
invest 52% more than
Other Brands

16. • Most (57.1%) companies manage the employer brand
internally.
• However, companies with top brands are about equally
as likely to use partners (48.8%) to some extent,
whereas only about one-third (37.8%) of those without
top brands use partners at all.
Total Top Brands Other Brands
Media 71.2% 66.1% 75.0%
Strategy 53.4% 61.3% 42.9%
Execution 42.4% 41.9% 42.9%
Venue planning 16.9% 16.1% 17.9%
DEFINE THE STRATEGY AND INVESTMENT
Complimentary Download at EmployerBrandGuide.com

17. COMMUNICATE – SOCIAL CHANNELS
Top brands use more social channels to promote their employer brands, such
as Facebook, Twitter, YouTube, Pinterest and Instagram
Total Top Brands Other
LinkedIn 77.9% 77.2% 78.5%
Facebook 69.8% 74.6% 63.9%
Twitter 51.9% 56.1% 46.5%
YouTube 24.0% 27.2% 20.8%
Blogs 19.8% 21.1% 18.8%
Forums 17.8% 18.4% 15.3%
Pinterest 5.0% 7.9% 2.8%
Collegefeed 2.7% 4.4% 1.4%

18. COMMUNICATE - ONLINE FORUMS
Total Top Brands Other Brands
Campus recruitment 64.7% 63.1% 66.0%
Industry associations 75.6% 76.8% 75.2%
Online Forums 54.3% 60.1% 50.0%
Online social
networking
73.5% 73.0% 74.5%

19. CREATE AMBASSADORS
Top brands view the role of the overall workforce significantly higher in building
the employer brand (75.7 versus 51.0), so they have more initiatives to promote
the brand internally.
Total
Top
Brands
Other
Brands
Employee events 66.4% 80.6% 53.4%
Company intranet 62.0% 60.2% 61.1%
Leadership Presentations 60.3% 69.4% 51.1%
Emails 59.0% 60.2% 55.7%
CEO communications 50.7% 57.1% 44.3%

20. MEASURE ROI
Yes, 16.2%
No, 61.4%
Don't know,
22.4%
Do you measure the ROI of Employer Brand?

21. MAPPING CANDIDATE TOUCH POINTS
A touch point =
whenever a
candidate comes
in contact with
your brand–before,
during, or after
applying for a job
Identify your touch
points to create a
candidate journey
map to determine
how to satisfy
candidates every
step of the way
Social
Media
Word of
Mouth
Advertis
-ing
Glass-
door
Co.
Website
Sales
Team
Commu
-nity
Store-
front
Online
Help
Candidate

22. EXAMPLE HR POLICIES
Employer Brand Attribute Example Policies & Programs
Work-Life Balance Flex time, vacation time usage, job sharing,
telecommuting
Internal Mobility Internal job posting blackout period, job
shadowing programs
Social Responsibility Awards for employees who volunteer, support of
employee social causes, paid time off for
philanthropy
Competitive Compensation Regular benchmarking exercises, competitive
intelligence
Growth Opportunity Formal and informal training and development
programs, future leader programs, group
problem solving “contests”

23. THE FUTURE OF EMPLOYER BRAND
Two thirds of
respondents
anticipate that the
employer brand
will increase in
importance within
their organization
over the next 12-
24 months, all
citing similar
reasons…
Get ready!
Download the Employer Brand Report at EmployerBrandGuide.com
Employer
Brand
Business
Growth
Competition
for Talent
Leadership
Changes
Improving
Economy
Financial
Constraints
with Raises

24. QUESTIONS
Rebecca Valladares
+1 212 351 7271
rebecca.valladares@hudson.com
@rebeccatherose
Hudson.com
Complimentary Download at EmployerBrandGuide.com