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How to Build and Nurture an Effective Employer Brand

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In this presentation Arik gave at Social Media Breakfast-Minneapolis/St Paul, he talks about how to build and maintain a strong Employer Brand using case studies as examples, including work Arik has done directly with Sleep Number over the last five years to build their Employer Brand through social media channels and content.

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How to Build and Nurture an Effective Employer Brand

  1. 1. ACH How to Build – and Nurture – an effective Social Employer Brand Arik C. Hanson ACH Communications Dec. 20, 2019
  2. 2. ACHACH ABOUT ARIK • 20+ years experience; solo since 2009; @arikhanson • Blogger, podcaster, e-newsletter maker, professor
  3. 3. ACHACH Question #1: What’s one thing you want to learn about Employer Branding today? Tweet at: @arikhanson #smbmsp
  4. 4. ACHACH Meet Joshua
  5. 5. ACHACH
  6. 6. ACHACH “I've spent a lot of time on LinkedIn figuring out who works where and who I know at various companies. Also Glassdoor more sporadically for red flags. I also check Instagram--I think it's an interesting way to see, at a glance, how brands choose to portray themselves and how much they invest in social/digital.” – Not-to-be-named job seeker #1
  7. 7. ACHACH “I wasn't in an active search nor looking for a change, but came across a posting on your Talking Points blog. It was there that I first saw the posting and then went on LinkedIn to learn more. To learn more about the company and industry, I leveraged my network including our Masterminds group and close friends at the company. In researching the company, I looked at Glassdoor and Indeed to better understand what others had said about working there...the culture, work/life balance, compensation and advancement opportunities.” - Not-to-be-named job seeker #2
  8. 8. ACHACH 1999 Job Seeker
  9. 9. ACHACH The 2019 Job Seeker
  10. 10. ACHACH First, WHAT’S an Employer Brand? Your reputation as a place to work, as well as your employees' perception of you as an employer.
  11. 11. ACHACH WHY an Employer Brand?
  12. 12. ACHACH More people ”looking” than ever before
  13. 13. ACHACH 67% of U.S. employees are disengaged at work (Gallup)
  14. 14. ACHACH The quit rate (the rate at which employees voluntarily leave their jobs) is 2.3%. Highest it's been in 15 years! (Gallup)
  15. 15. ACHACH 51% say they're actively looking for a new job or are open to one (Gallup)
  16. 16. ACHACH Job seekers are turning to social (to find jobs AND to research)
  17. 17. ACHACH • 79% of job seekers say they are likely to use social media in their job search (Glassdoor) • 73% of millennials found their last position through a social media site (The Aberdeen Group) • 67% of social job seekers use Facebook to search for jobs (Recruitics)
  18. 18. ACHACH Cost-effective + more measurable
  19. 19. ACHACH Question #2 Does your company actively manage its Employer Brand presence? Poll: @arikhanson
  20. 20. ACHACH Where to start?
  21. 21. ACHACH Typical goals • Generate awareness • Drive traffic • Drive actions • Reduce cost-per-hire • Engage existing employees • Drive applications
  22. 22. ACHACH Typical strategies • Showcase your culture through storytelling • Highlight your employees to show job seekers what is possible! • Demonstrate your values via video • Show day-in-the-life through ”Stories”
  23. 23. ACHACH The typical channels
  24. 24. ACHACH
  25. 25. ACHACH
  26. 26. ACHACH
  27. 27. ACHACH
  28. 28. ACHACH
  29. 29. ACHACH Who should manage your Employer Brand?
  30. 30. ACHACH Question #3 Who manages your Employer Brand? Poll: @arikhanson
  31. 31. ACHACH Let’s look at 4 case studies
  32. 32. ACHACH SEPARATE EMPLOYER BRAND ACCOUNTS
  33. 33. ACHACH FOCUS ON PEOPLE
  34. 34. ACHACH
  35. 35. ACHACH STORYTELLING—I CAN SEE MYSELF WORKING THERE!
  36. 36. ACHACH FOCUS ON PHOTOGRAPHY— NOT JUST HEAD SHOTS
  37. 37. ACHACH REPURPOSING CUSTOMER TESTIMONIALS
  38. 38. ACHACH ESTABLISH A VISUAL IDENTITY AND OWN THE COLOR ORANGE
  39. 39. ACHACH ENGAGE EXISTING EMPLOYEES
  40. 40. ACHACH OWN YOUR VALUE PROP
  41. 41. ACHACH SHOWCASE IT IN CREATIVE WAYS
  42. 42. ACHACH
  43. 43. ACHACH
  44. 44. ACHACH Sleep Number (#client) Challenges: #1: Ongoing hiring needs in retail sales, customer service, and home delivery #2: Lower brand recognition in other parts of the U.S. #3: Vision to establish Sleep Number as a beloved brand, technology and innovation leader and an employer of choice.
  45. 45. ACHACH Social can help… • Drive awareness in key markets • Drive interest in certain job categories • Drive traffic to the Sleep Number Careers site • Drive key actions on the Careers site (including, APPLYING!)
  46. 46. ACHACH Our strategies
  47. 47. ACHACH Leveraging a channel-specific approach Facebook: Audience – retail/home delivery, existing team members; using primarily self-produced and brand produced content LinkedIn/Glassdoor: Audience - professional employees; existing team members; using mix of brand + third- party content (big company news/events) Instagram: Audience – all; using primarily employee- generated content (#SNLife, people-focused)
  48. 48. ACHACH Producing 4 types of content
  49. 49. ACHACH SELF-PRODUCED
  50. 50. ACHACH BRAND PRODUCED
  51. 51. ACHACH EMPLOYEE GENERATED
  52. 52. ACHACH THIRD PARTY
  53. 53. ACHACH Focusing on 4 content pillars
  54. 54. ACHACH JOBS
  55. 55. ACHACH CULTURE
  56. 56. ACHACH PEOPLE
  57. 57. ACHACH BRAND
  58. 58. ACHACH Targeting existing team members to reach new team members
  59. 59. ACHACH
  60. 60. ACHACH Leveraging Facebook as our go-to ad platform Goals: Engagements, traffic, actions New plan is developed every month based on hiring priorities and hot markets Split budget each month between sponsored posts (goal: engagements) and link ads (goal: traffic, actions)
  61. 61. ACHACH Using different ads to meet different goals • Facebook photo/video posts o Goals: engagement, website actions • Facebook link ads (national + geo-targeted) o Goals: referring traffic, website actions • Instagram posts o Goals: engagement
  62. 62. ACHACH Telling the Sleep Number Employer Brand story at the BIGGEST events
  63. 63. ACHACH CES
  64. 64. ACHACH Super Bowl
  65. 65. ACHACH Executive visibility builds trust, adds depth to storytelling
  66. 66. ACHACH Using community management as a job seeker concierge service • Actively manage our social communities to build trust • Leverage playbook day-to-day; update frequently • Monitor #SNLife, #SNEmployee & #TeamSleepNumber tags • Track volume + time to respond (respond to all comments within 24 hours) • Partner with CS team to respond to bed issues/questions
  67. 67. ACHACH Planning at least 30 days ahead with a dynamic conversation calendar
  68. 68. ACHACH Results? • Social engagements – 120,000  2.3M+ • Social ad efficiencies – CPE: $.16  $.12; CPC: $1.38  $.82 • Traffic – 12 percent  58 percent • Actions – 9,132  12,155
  69. 69. ACHACH Survey says?
  70. 70. ACHACH arik@arikhanson.com Blog: arikhanson.com Podcast: TheTalkingPointsPodcast.com E-news: http://www.arikhanson.com/subscribe/

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