How to Evolve Your Employer Brand After a Business Pivot

1. © 2021
#RALLYFWD
How to Evolve Your
Employer Brand After a
Business Pivot
Liz Gelb-O’Connor
Vice President, Global Head of
Employer Brand & Marketing, ADP

2. Best Careers Social
Media Channel
Best Employer
Brand Launch
2021

3. #RALLYFWD © 2021
1. Evolving your employer brand
as your business evolves
2. Aligning employer brand and
corporate brand
3. Gaining buy-in for your big
ideas in 2021 and beyond
© 2021
WHAT YOU’LL LEARN

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#RALLYFWD

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WHEN YOUR BUSINESS EVOLVES

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WHEN YOUR BUSINESS EVOLVES

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STRATEGIC CONSIDERATIONS
• The outside world can force a shift in what
attracts talent to companies
• Need to change perception and company
narrative to reposition with talent
• Consider creating a segment EVP for a talent
area or geography

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jobs.adp.com
tech.adp.com

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• Careers site + tech &
innovation blog
• tech.adp.com received
3x more traffic vs. tech
portion of jobs.adp.com
+ 2 tech recruiting sites
over same period
• And 70% higher apply
click rate!

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Associates Events & Holidays Video & Blog Posts Shares
460 posts generated ~1.2M impressions, ~48K engagements, and ~31K link clicks
(ORGANIC with no paid advertising), for 437% growth over 2019 for tech-related posts

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• Tech and Innovation Playlist: 52 Videos
• Women in STEM Playlist: 9 Videos
• Total watch time: 242 hours!

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+ 50%
Increase in tech
employee referrals
2x
Tech talent
community growth

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• Tech EVP
• Tech Credo
• Marketing Toolkit
• Life@ADP
• Tech Events Playbook
• Tech Talent Resource
Center

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GAINING
BUSINESS
BUY-IN

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#yougotthis
• Sponsors need to believe in the
“why” behind your strategy
• Find your champions and give
them a voice in decisions
• Regular communication about
your plan builds confidence
• Create and execute an activation
strategy with leadership support
#RALLYFWD © 2021

16. © 2021
#RALLYFWD
LIZ GELB-O’CONNOR
Vice President, Global Head of
Employer Brand & Marketing, ADP
Thank You!
/in/lizgelboconnor/
liz.gelboconnor@adp.com
@lgelboconnor