Employer Branding doesn’t need to be difficult or expensive. Maren will take you through the steps to complete your own employer branding audit, and how to bring the information into one comprehensive document, from which you can create a total strategic document. We’ll walk through the 5 things every good EB strategy needs (and how to get them!) look at ownership structure of branding efforts and learn about selecting the right EB model for your projects. From start to finish, you will get all the information you need to start on an employer branding journey. Added bonuses include: useful tools, communication strategies, and a free EB deck to download after the session!

1. REVAMP
YOUR EB!

2. I’m Maren.

3. The only way to get into this mindset is to
realize that working for you is a CHOICE.

4. Why is employer branding
so important?
91%
of the people you’re
looking to hire plays a key
role in their job decision.

5. 69%
of Americans wouldn’t take a
job with a company they
thought had a bad reputation.

6. 55%
of companies linked an increase of
traffic on their career site with a
recent employer branding initiative.
EB firm Brandemix found…

7. Today’s candidates don’t
just want a nine-to-five…

8. 37%
Companies with high employee
engagement had 37% less absenteeism
than those with lower engagement.
Employer branding starts
on the inside.

9. You don’t have to be Google or Amazon
to have a good employer brand.
Credit: YouTube, Google, Facebook, Vimeo

10. Employer branding can differ
depending on who you’re selling to.
EX.
McDonald’s doesn’t sell Big Macs to
the same people it’s selling it’s more
calorie-conscious products…

11. With the right employer brand,
your candidates should be
lining up to apply.

12. 93%
of CEOs are aware
of inadequacies in
their talent
attraction strategy…
But more than 60%
state they haven’t
addressed this issue.

13. 1
EMPLOYER
BRAND AUDIT

14. BEFORE
YOU BEGIN

15. You can’t suddenly draw a
cute picture of your
mascot, post a job ad on
Twitter, and expect
everyone’s opinion of you
to change on the fly.

16. GOOD BRANDING
takes time and
dedicated effort.

17. Ranked number one when it came to the
delivery, but were in last place for actual taste.

18. They added a
new line of sandwiches…

19. They did a taste test between
Subway’s sandwiches and theirs…

20. They added specialty
pizzas like Philly Cheese
Steak and Hawaiian

21. They did lots and lots
of market testing for a
new pizza recipe

22. They backed this replacement
with a new ad campaign

23. If people think your
product sucks, they’re
not going to buy new ones.

24. 1
SETTING
Your Employer
Brand Audit Up
For Success
STEP

25. Online Presence
Social Media Presence
Recruitment & Hiring Process
Rewards and Recognition/Compensation
Current & Exited Employees
Credit: Google/Google Drive

26. Keep in mind you’ll be
measuring your company
Competitor
1
Competitor
2
Competitor
3

27. Emphasize the
importance of what
your company does.

28. Talk about your
company culture

29. Appease them
with benefits

30. 2
CONDUCTING
the Employer
Brand Audit
Time: 5 Hours
STEP

31. Conduct a
SWOT analysis

32. Focus on
these key points

33. USER
EXPERIENCE

34. DO
TO Get in the MIND of
the candidate.

35. Company Website
Company Career Site
Job Ads & Descriptions
Application Process
Where this
matters most…

36. …you’re going to have
a heart-to-heart with yourself.

37. If you want to turn
your brand around…

38. “Lose that crap and
get real.”

39. Generic recruitment
messaging doesn’t
yield results…

40. RECRUITMENT
MESSAGING
Credit: Johnson & Johnson

41. DO
TOSign up for a FREE
TRIAL on SEMrush.
Credit: SEMrush

42. Company Career Site
Company Career Social Media
Recruiting Channels
Recruitment Advertising
Job Ads & Descriptions
Job Boards
Social Recruiting
Where this
matters most…

43. RETURN ON
INVESTMENT
Credit: Twitter

44. DO
TO Don’t be afraid to REACH OUT
to your social friends for help.

45. Recruiting Channels
Recruitment Advertising
Career Fairs
Job Ads & Descriptions
Job Post Distribution
Job Boards
Where this
matters most…

46. Your employer brand is
about more than a good job
posting and career site.

47. There’s about 15 referrals
for every new hires…
…versus 300 applicants
per job posting

48. About 70% of
organizations have
some sort of
employee referral
program.

49. REFERRALS
#1
SOURCE OF HIRES

50. Referral programs tend
to have the best ROI of
all recruitment sources.

51. Incentivizing referrals programs
pays off in the long run.

52. 3
ANALYZING
Results
and Creating
Actionable Items
STEP

53. STRENGTHS

54. What makes a
company tick?

55. WEAKNESSES

56. we have the benefit of being on
the outside looking in.
When we do audits…

57. SEE WHERE
THE BIGGEST
HOLES ARE.

58. OPPORTUNITIES

59. This is where
you begin to
look ouside as
well as inside.

60. THREATS

61. otherwise you’re not going to
get much out of it.
Again, be honest here,

62. JOT DOWN
EVERY QUIRKY
IDEA THAT
COMES TO MIND

63. Credit: Chipotle & Analytical Investment (AI) Firm
Take
Chipotle

64. …they may
apply as well
All because of
a little icon on
a phone screen.

65. 4
YOUR
Employer
Brand Audit
Should Include
…
Step

66. Company Website
Company Career Site
Online Reviews
ONLINE PRESENCE

67. Company Social Media
Company Career Social Media
(if you don’t
have these… red flag!)
SOCIAL MEDIA
PRESENCE

68. RECRUITMENT &
HIRING PROCESS
Recruiting Channels
Recruitment Advertising
Career Fairs
Job Ads & Descriptions
Job Post Distribution
Job Boards
Social Recruiting Efforts

69. Application Process
Applicant Screening Process*
Interviewing Process*
Selection & Notification Process*
Onboarding Process*
Training Process*
CANDIDATE
EXPERIENCE

70. CURRENT &
EXCITED EMPLOYEES
Performance Management Process
Current Employees*
Excited Employees*
*Excludes competitor analysis.
Should only be looked at internally.