Jenny shared examples of tactical recruitment campaigns and innovative ideas that have proven successful in helping organizations with old-school work environments find talent. She discussed ways to start the process of updating your company’s employment branding. Connect with Jenny on LinkedIn at http://www.linkedin.com/in/jennydevaughn.

1. Effective Employment Branding for
Conservative Organizations
Jenny DeVaughn
Randstad Sourceright
#recruitDC
May 2013

2. #recruitDC @RandstadSR @JennyDeVaughn
Agenda
• Introduction
• Randstad Sourceright
• Global Employer Brands
• Steps for Success
• One Requisition at a Time
• Tell a Story
• New Branding Tools
• Best Employer Brands in metro D.C. area
• Thank You

3. #recruitDC @RandstadSR @JennyDeVaughn
Introduction
Jenny DeVaughn
• Senior Director, Center of Expertise
Employment Branding and Social Media
• Consistently ranked as one of the top 10 most connected
women on LinkedIn with 29,000+ first level connections
• Former Social Media Manager at Waste Management, a
global Fortune 500 company
• NASCAR fan
3

4. #recruitDC @RandstadSR @JennyDeVaughn
Where It All Began…
Social Recruiting Summit – Google 2009

5. #recruitDC @RandstadSR @JennyDeVaughn
Randstad Sourceright’s Centers of Expertise
sourcing and recruiting
Provides continuous development, improvement and innovation in RSR's sourcing and recruiting
practices to deliver the most effective and efficient methods of talent identification and acquisition
to our clients.
assessments
Develops assessment solutions and maintains partnership with top assessment providers. Our COE
helps ensure that assessment strategies within our RPO solutions are aligned with business needs to
deliver a significant positive influence on talent quality, cost-effectiveness and strategic impact.
employment branding and social media
Dedicated to developing employment brand strategies that align business objectives and the
aspirations of the individuals who build success. Includes expertise in employer brand development
and the smart application of new tools and innovations for managing our clients’ social media
presence.
diversity and compliance
Provides the expertise to ensure that our talent acquisition efforts align with each client’s compliance
needs and affirmative action plans or other EEO initiatives.
technology
Provides strategy and expertise to drive technology-aligned RPO solutions that deliver business impact.
The COE covers all facets of technology and RPO, from sourcing, social networking and mobile, to
screening, onboarding, applicant tracking, reporting and analytics and new and emerging solutions.

6. #recruitDC @RandstadSR @JennyDeVaughn
2012 Randstad Sourceright Source of Hire
North America – Social Media and Direct Sourcing
418%
350%
309%
196%

7. #recruitDC @RandstadSR @JennyDeVaughn
What are best
employer brands
in the world?

8. #recruitDC @RandstadSR @JennyDeVaughn
Randstad Award
What factors go into where you want to work next?
Download the Report and View all of the Global Award Winners:
http://www.randstad.com/award/welcome-to-the-randstad-award-2013
Video:
http://www.youtube.com/watch?feature=player_embedded&v=t2WEpvZ-xFY#!

9. #recruitDC @RandstadSR @JennyDeVaughn
Candidates are not Created Equal

10. #recruitDC @RandstadSR @JennyDeVaughn
FireMe! Twitter Application
Employees Influence Candidates
1
http://fireme.l3s.uni-hannover.de/fireme.php

11. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
Start with Your Individual Brand
• What makes you different and special?
• What are your career and life goals?
• Have you asked your trusted colleagues and mentors for
one-on-one feedback?
• When you Google yourself, do you like the results?
• Do your activities offline and the content you share online
reflect your goals and unique brand?

12. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
Wait…we are not Zappos

13. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
Every Office is a Cultural Fit

14. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
Steps for Success
1. Research your brand’s positioning, including competitors.
2. Collaborate with partners and non-competitive brands.
3. Set realistic expectations.
4. Recruit internal colleagues for support.

15. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
Steps for Success
5. Get buy-in from the decision makers.
6. Start with a small project plan that can be measured.
7. Undesirable outcomes are opportunities to improve.
8. Share positive results on a regular basis to build credibility.

16. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
One Requisition at a Time
• Interview high-performing employees to create your
Employee Value Proposition (EVP)
• Research where qualified candidates spend their time online
and offline
• Create campaigns and collateral to maximize emotional
impact of EVP
• Integrate EVP in all communications, job descriptions,
signatures, and more
• Ask new 30-day hires to contribute ideas

17. #recruitDC @RandstadSR @JennyDeVaughn
Employment Branding
Tell a Story like Emma Coats, former Pixar employee
Once upon a time there was ___. Every day, ___. One day
___. Because of that, ___. Until finally ___.
What is your character good at, comfortable with? Throw the
opposite at them. Challenge them. How do they deal?
Putting it on paper lets you start fixing it. If it stays in your
head, a perfect idea, you'll never share it with anyone.

18. #recruitDC @RandstadSR @JennyDeVaughn
What are some
new employment
branding tools?

19. #recruitDC @RandstadSR @JennyDeVaughn
Social Media Sharing
QUEsocial

20. #recruitDC @RandstadSR @JennyDeVaughn
Social Media Sharing
QUEsocial

21. #recruitDC @RandstadSR @JennyDeVaughn
Mobile Solutions
iMomentous

22. #recruitDC @RandstadSR @JennyDeVaughn
Candidate Engagement
TalentCircles

23. #recruitDC @RandstadSR @JennyDeVaughn
Update Your Career Website
TalentReef

24. #recruitDC @RandstadSR @JennyDeVaughn
1185 TOTAL VIEWED
273 TOTAL APPLIED
SUMMARY
23%
249 VIEWS
55 APPLIES
TOP PERFORMING STATE
TEXAS
724 VIEWS
173 APPLIES
TOP PERFORMING SITE
FANNIEMAE.COM
22.1% 23.9%
Enhanced Video
JSTN

25. #recruitDC @RandstadSR @JennyDeVaughn
Connected Networks – Facebook and Instagram
Statigram

26. #recruitDC @RandstadSR @JennyDeVaughn
Apply for a Job Directly in Twitter
Lead Generation Feature

27. #recruitDC @RandstadSR @JennyDeVaughn
What are best
employer brands
in the metro D.C. area?

28. #recruitDC @RandstadSR @JennyDeVaughn
Best Places to Work in Washington, DC
Indeed.com
71,379 jobs added in the last week in Washington D.C.
33% of all website traffic via mobile

29. #recruitDC @RandstadSR @JennyDeVaughn
Top Five Metro D.C. Companies with the Most Content
Glassdoor
• Booz Allen Hamilton
• Deloitte
• SAIC
• Accenture
• Lockheed Martin
For more info:
http://www.glassdoor.com/Reviews/washington-dc-reviews-SRCH_IL.0,13_IM911.htm

30. #recruitDC @RandstadSR @JennyDeVaughn
This Week’s Top Social Recruitment Activity
Twitter
http://www.socialrecruitmentmonitor.com/

31. #recruitDC @RandstadSR @JennyDeVaughn
The Candidate Experience Awards
Apply Now
http://www.thecandidateexperienceawards.org

32. #recruitDC @RandstadSR @JennyDeVaughn
Thank You #recruitDC

33. #recruitDC @RandstadSR @JennyDeVaughn
Stay in touch
Jenny DeVaughn
Randstad Sourceright
Senior Director, Center of Expertise
Employment Branding and Social Media
M 678.595.9777
jenny.devaughn@randstadsourceright.com
http://www.randstadsourceright.com
LinkedIn:
http://www.linkedin.com/in/jennydevaughn
Twitter:
https://twitter.com/jennydevaughn