RecruitDC Presentation Spring 2015

1. Bring Your Employer Brand to
Life -- Globally, Locally &
Individually
Jessica Lee
Marriott International | @MarriottCareers | @jessica_lee
Shannon Smedstad
CEB | @CEB_HR | @shannonsmedstad
RecruitDC | May 21, 2015

2. Bringing Your Employer Brand to Life
The
Journey
The
Work
The
Takeaways
The
Theory

3. the strategy used to achieve an
organization’s desired appeal on
current and future ideal talent
the full physical, intellectual, and emotional
experience of people who work there, and the
anticipated experience of candidates who might
work there.
in real time, it’s
based on
people’s
experiences with
your company
The image of your organization as a
‘great place to work’ in the mind of
current employees and key
stakeholders in the external market
(active and passive candidates, clients,
customers, and other key stakeholders).
Definitions Abound
the image an organization projects as a potential
employer. If you have a strong employer brand and
unique value proposition, then your company is
considered.

4. Employer Brand, Defined
Employer Brand – noun
Your employer brand is what people believe, say, and think about your
organization as a place to work. It’s the perception that employees
(current and past), job seekers, and the public have about your
company.
Employer Branding or Employment Branding – verb
The art and science of influencing internal and external perceptions of
your company as a great place to work, amplifying EVP and corporate
culture, and creating content to attract, engage, hire, and retain talent.

5. Why Should I Care?
The global
landscape is
changing –
you can’t
keep doing
the same ‘ole.
A strong
employer
brand can
lead to the
cost of
turnover
decreasing.
People are 3x
more likely to
trust
employees
over your
CEO.
It’s an
opportunity to
expand your
expertise, add
value, and
have FUN.

6. Bringing Your Employer Brand to Life
The
Journey
The
Work
The
Takeaways
The
Theory

8. EVP / Brand Positioning
The set of attributes the labor market and
employees perceive as the value they gain through
employment in the organization.
OR
The essence, the promise, and positioning of the
brand – grounded in research but positioned by the
marketer.

9. Bringing Your Employer Brand to Life
The
Journey
The
Work
The
Takeaways
The
Theory

10. Jessica’s EB Story
25%
20%
15%
15%
25%
Digital/Social
Innovation
Initiatives
Research
Amplify Projects
Brand
Campaigns
HR Generalist
Recruiter
Recruiting Leader
Blogger
Digital Consultant
Employer Brand
Life Today with Marriott Employer
Brand + Communications

11. Shannon’s EB Story
Private and Public
US and Global
Individual Contributor
Agency Recruiter
Corporate Recruiter
Employer Branding
Communications
Social / Digital
Print Media
Staff Activation
Career Site / ATS
Events
Training
Other

12. #CEBGivesBack

13. Careers Site
Social Media Content

15. Activating
in China

17. WeAllBelong.

18. CEB - recruiter

19. On Brand Social Profiles
Headline
Contact Information/
Websites
Professional Summary
Multimedia
Position Summary
Madlibs

20. Bringing Your Employer Brand to Life
The
Journey
The
Work
The
Takeaways
The
Theory

21. 6 EB Takeaways
Base Strategy in Research
Think Like a Marketer
Know Your Audience
Be More than Social
Measure & Re-evaluate
Re-fresh & Evolve

22. Thank You
Shannon Smedstad
CEB | @CEB_HR | @shannonsmedstad
Jessica Lee
Marriott International | @MarriottCareers | @jessica_lee