A study done by FairyGodBoss.com revealed how women differ from men in what they want in the workplace. I presented with FGB on the findings and how GE looked at this through our Millie campaign in 2017.

1. What Women Want:
Employer Branding Strategies
to Attract Women
Employment Branding and Strategies Conferernce 2017
Chicago
May 16-18, 2017
#EBrandCon

2. Romy Newman - @fairygodboss
President & Co-Founder
FairyGodBoss
Shaunda Zilich - @shaunda
Global Employer Brand Leader
GE
#EBrandCon

3. Action Plan…
• Get to know the talent you are looking for…
• The Right Ingredients – The ‘What’
• Telling the Story – The ‘Why’
• Through What Channels – The ‘How’ and ‘Where’
• Measuring Success
#EBrandCon

4. Get to Know the Talent You are
Looking For:
How Women Jobseekers
Differ from Men
EXCLUSIVE RESEARCH FROM

5. Women Don’t Search For Jobs The Same Way Men Do
1. Women leave their jobs because their current situation doesn’t
work.
• Men leave jobs to find more money, while women leave jobs either due to
changes in their personal lives, or because they dislike their current situation.
2. In the job search, men hunt while women gather.
• Next to digital job boards, women are most comfortable finding jobs through
friends and family.
• Women are more likely to rely on job review sites.
• Women are far less likely to explore LinkedIn and social media.
3. Work-Life Balance matters significantly more to women than men.
• For women, finding a good manager means more than good compensation.
• Women are also more concerned with what their commute will look like, and
whether the company has a social mission. #EBrandCon

6. Men Change Jobs for More Money;
Women Change For Personal Reasons
I wanted more money.
19.9
%
35.8%
16.9
%
14.9%
22.3
%
14.2%
24.7
%
11.9%
7.2%
11.9%
1.8%
5.2%
I wanted a more meaningful
/challenging job.
I disliked my current situation / employer.
Changes to my personal life.
I wanted more responsibility or a promotion.
I was fired or let go.
M
F
Women leave for personal
reasons, or because they
are unhappy.
Q: The last time you left a job, what was your primary reason for
leaving?
#EBrandCon

7. Men Are Far More Likely To Use Social Media;
Women Are More Likely To View Job Reviews
Q: What resources did you use to find your most recent job?
Women are more likely than
men to rely on job review
sites, but less likely to rely
on social media
Digital Job Boards (Indeed, Monster)
Friends or Family
Your Business Network / Word-of-Mouth
Job Review Sites (Glassdoor)
Social Media
LinkedIN
A recruiter contacted me
M
F
57.8
%
59.7%
44.6
%
44.0%
41.0
%
43.3%
35.5
%
33.6%
15.1
%
31.3%
37.3
%
50.0%
9.6%
19.4%
#EBrandCon

8. Women and Men Value Compensation,
Culture and Vacation Similarly
Q: Which elements are most important when looking for a job?
Same for Men and Women
Compensation
5.8
5.8
5.6
5.6
5.5
5.4
5.1
5.1
Good culture / people
Great Leadership Team
Vacation
#EBrandCon

9. Opportunities for Career Growth, Benefits Title,
and Amenities Matter More to Men
Q: Which elements are most important when looking for a job?
More Important to Men
Career Growth Opps
5.4
5.6
4.0
4.4
3.9
4.4
Title
Great Amenities (Cafeteria, Gym,
Etc.)
Benefits (Healthcare, 401k)
5.4
5.6
#EBrandCon

10. For Women, Having A Good Manager and
Work-Life Balance Are Essential
Q: Which elements are most important when looking for a job?
More Important to Women
Good Manager
5.9
5.6
5.8
5.5
5.6
5.2
4.9
4.7
4.3
4.1
Flexibility or Work / Life Balance
Location / Commute
Company has Social Mission
Opportunity to WFH / Remotely
For women, having a good
manager is even more
important than compensation
Work-Life balance is equally
important to compensation
for women.
#EBrandCon

11. Men Will Not Sacrifice Money;
Women Will Not Sacrifice Work-Life Balance
Salary
36.7
%
47.8%
39.2
%
27.6%
0.6%
8.2%
12.0
%
6.0%
6.6%
4.5%
4.2%
3.7%
Work / Life Balance
Title
Benefits
Greater Purpose
Vacation
M
F
Q: What is the #1 thing you could not sacrifice in your job search?
#EBrandCon

12. To Attract Female Talent, Use Different Tactics
The Right Ingredients - The ‘What’
• Share Information About Culture and Leadership
Telling the Story - The ‘Why’
• Bring Your Female Employees To Life, And Use Them in The
Recruiting Process
• Use Employee Referral Bonus Systems
Through What channels - The ‘How’ and the ‘Where’
• Dynamic Customized Conversation
• Make Job Review Sites An Essential Part of Your Strategy
#EBrandCon

13. The Right Ingredients – the ‘What’
• Modern Culture / Policy
• Maternity Leave
• Flex Time
• Support Groups
• Leadership / Growth and Development
• Promotions
• Career Development
• Impact / Community
• External engaging and helping in community
• Impact on the world
#EBrandCon

14. #EBrandCon

15. Is it a good campaign?
Connecting the ‘Why’ and the ‘How’
1. Marketing: Generate reach and awareness
2. Engagement: Capture interest with a call to action
3. Conversation: Interact with leads and applicants
4. Conversion: Fuel action to apply or to accept offer
#EBrandCon

16. Telling the Story – the ‘Why’ -
Employee Advocates
All GE Employees
Equip – Training and Amplification
Brand centric to people centric
Start with ‘WHY’
Connect to emotions… connect to candidates ‘WHY’
#EBrandCon

17. The How = Dynamic Customized
Conversations
• Authentic stories
• Chat vs. phone call
• Un-automate? YES! (OMG)
• Top 411
• Questioning the almighty career site
• Reviews
#EBrandCon

18. The ‘Where’ - Pick Your Tool…
You’ve set your strategy to conquer the trend…
now ‘pick your poison’
•Traditional – LI, FB, TW
•TV (ONLY LIVE events or online)
•FB Live, Instagram, Snapchat, WeChat
•Live / Virtual Events / Hackathons
•Review/conversation sites
•Alexa/VR
#EBrandCon

19. Just Say NO ‘Shinny Pennies’!!!!
1. What it’s the trend?
2. What is the strategy?
3. What is the tool?
#EBrandCon

20. What do women want?
What is the problem?
Trust
What is the strategy?
Transparency
What is the tool/action?
Trend vs. Fad
#EBrandCon

21. Remember Millie
What were the
results?
Within 24 hours of contact…
• 75% open / engage rate
• 20% click through rate
• 10% apply rate
#EBrandCon

22. Action Plan…
• Get to know the talent you are looking for…
• The Right Ingredients – The ‘What’
• Telling the Story – The ‘Why’
• Through What Channels – The ‘How’ and ‘Where’
• Measuring Success
#EBrandCon

23. Fairygodboss is a marketplace where professional women looking
for jobs, advice, and the inside scoop on companies meet employers
who believe in gender equality.
For more information, contact: romy.newman@fairygodboss.com
What Is Fairygodboss?
#EBrandCon

24. Respondent profile:
Fairygodboss surveyed 300 men and women to understand
differences in jobseeking behavior.
Methodology
• Employed Full Time
• College educated
• Ages 21-54
#EBrandCon