Building Your Employer Brand
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Communicating a compelling employment brand is critical in today’s world. It’s about creating engaging content through storytelling. Without great content, it’s harder to attract top talent to your company, and engage your current workforce. Without content, you can’t tell your story. This session will explore way to develop your employer brand. Waupaca Foundry Marketing/Communications Manager, Sara Timm
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Building Your Employer Brand
- 1. BUILDING YOUR EMPLOYER BRAND Sara Timm Marketing/Communications Manager Waupaca Foundry
- 4. FINDING THE BEST FIT Building Your Employer Brand
- 5. SOURCES OF COMPANY INFORMATION Channel Used Effective (net) Company website 91.1% LinkedIn company page 64.2% Company review sites (i.e., Glassdoor, Comparably) 57.8% Personal network contacts 39.4% News sites 34.3% Employee referrals 23.7% LinkedIn groups 21.2% Sites with financial performance data, (i.e., Morningstar) 17.2% Facebook 14.2% Blogs 12.1% Twitter 7.2% Instagram 4.4% Other 3 0.6% Source:2016CandidateEngagementStudy,HudsonAmeri
- 8. CONTENT CREATION Building Your Employer Brand
- 9. WHAT IS CONTENT? Photos Videos Classified ads Radio ads Online banner ads News stories Blog stories Testimonials Reports Published interviews Owned Media Corporate Content Paid Media Traditional Ads Earned Media Press Coverage Converged Media Promoted Content Shared Content Sponsored Content
- 11. PAID CONTENT
- 12. EARNED CONTENT
- 13. OWNED CONTENT
- 15. CONTENT DISTRIBUTION Building Your Employer Brand
- 16. DISTRIBUTE. EMAIL COMMUNITY EVENTS SOCIAL MEIDA CAREER FAIR NEWS MEDIAWEBSITE + PAID SEARCH
- 18. BENEFITS OF EMPLOYER BRANDING LOWER COST PER HIRE BETTER TALENT POOL REDUCE TIME TO HIRE ENGAGED EMPLOYEES LOWER TURNOVERHUMANIZE YOUR BRAND
- 19. 0 50000 100000 150000 200000 2011 2012 2013 2014 2015 2016 2017 Unique Visitors Waupacafoundry.com Organic Direct/Email Blog/Referral ARE WE MOVING THE NEEDLE? AWARENESS CONSIDERATION INTEREST APPLICATION SELECT HIRE Recruitment Marketing Recruitin g
- 20. 2015 2016 2017 Blog/Referral 1,365 2,001 2,024 Direct/Email 2,424 2,808 2,504 Organic 12,706 10,530 12,539 0 5,000 10,000 15,000 20,000 waupacafoundry.com/en/careers PERFORMANCE AWARENESS CONSIDERATION INTEREST APPLICATION SELECT HIRE -7% +11%
- 21. 2015 2016 2017 Blog/Referral 1,075 2,283 1,791 Direct/Email 1,655 4,212 7,868 Organic 9,198 8,603 7,979 0 5,000 10,000 15,000 20,000 waupacafoundry.com/en/opportu nities PERFORMANCE AWARENESS CONSIDERATION INTEREST APPLICATION SELECT HIRE +27% +17%
- 22. EMPLOYER BRANDING MATURITY EXPERIMENTAL TACTICAL OPERATIONAL AMPLIFIED DIFFERENTIATE D Strategy may be nonexistent Content sourcing falls to part- time staff or interns Content publishes sporadically Small team produces content Metrics gauge performance but don’t link to hires Content publishes via low-cost Targeting and recruiting journey maps drive contentContent publishes in multiple formats across channels Content amplification in trial mode Steady paid, earned and owned content contribute to awareness and revenue Automated workflows drives process Content is engaging, analytics are integrated with Tools, channels and platform provide revenue stream Content is integral to applicant journey Data-driven innovation is central to recruitment marketing
- 23. QUESTIONS? Building Your Employer Brand
- 24. THANK YOU. Building Your Employer Brand
Editor's Notes
- Go Bucky! …. I have never shared this story publicly before. So, now you’ll know something about me most that work with me do not. Here I am in college, having the time of my life. If dating were like recruiting, I wasn’t hiring. I had recently descended on campus and living student life to the fullest. You remember those years, right!? A few months after this picture was taken, I was home on break. I was out with a friend and a boy, whom I had never met, walked up to me and said, “Hey! I know you. You should go out on a date with me sometime.” He continued with his full court press. And ended with, “You know I’m going to marry you someday.” Wait. What? Not only was I not looking for a date, I also wasn’t looking for a boyfriend and certainly not a husband. 15 years later…
- He was right. We did happily, get married.
- Like dating, the path to the best employee/employer match isn’t linear and typically not immediate. Regardless whether the candidate is passive or actively looking, they’re going online to search and research. BACKUP ANALOGIES The List Like a person on the hunt for Mr. or Mrs. Right, both candidates and recruiters alike have “the list.” Profiles An online profile is a place to shine and show off attributes, achievements, and personality in order to attract potential suitors with your desirability. Attraction When editing a profile, corresponding with potential matches, and before the first (or second, or third) meeting, both those in the dating scene and the career search work to ensure they’re as attractive as possible to snag a date or interview. First Impressions Much like the first date, the first interview can be make-or-break in the recruiting process. The Work What comes next is the part of the dating scenario called “the work”. Just like these aspects aid in romantic relationships, communication and transparency are crucial to preserving the relationship Source: https://www.gogig.com/blog/5-reason-why-recruiting-is-like-dating
- As reported in the 2016 Candidate Engagement Study, Hudson Americas the single most-used channel by active and passive candidates alike is a company website.
- To build your employer brand is to show the human side of your company. Your employer branding efforts through careers sites and social media platforms can really help to put a face and voice behind your employer brand identity. It’s common to develop a corporate brand with a voice that resonates with customers. Our employer brand should do the same but to potential employees. Six years ago, Waupaca Foundry interviewed nearly 50 employees on camera and asked what it meant to him/her to come to work for Waupaca Foundry and deliver high quality castings on time to its customers. The following was unscripted and altruistic of how employees feel.
- We launched I Am Waupaca at our biannual town hall, that we call Scoop Talk. At that time, we had just launched our YouTube and Facebook channels. (So we weren't very social savvy). But, within five days, the video had over 5,000 views. The video you just saw, It’s Our Legacy was footage from those original interviews on Waupaca as an employer, rather than a casting supplier. Today the videos have been watched more than 15,000 times. Not only did this give our employees a voice, but also a sense of pride about who we are and what we stand for.
- I am Waupaca was the infancy of creating content for employer branding efforts. At that time, we were simply reinforcing to our stakeholders: customers, suppliers and our people, that the value of Waupaca Foundry is truly about our people. While the video was very purposeful, creating it and future content was very organic.
- So what is content? Well it’s all of these tactics that we’ve had at our disposal for a long, long time. But there is a framework to it all in terms of how content is published. It’s either owned, earned or paid.
- To give you some context of what that looks like for Waupaca Foundry, I share three examples with you.
- Print ads Billboard Online banner ads Retargeting Advertorials Radio
- Press coverage (newsprint, TV, radio, online)
- Blog articles Videos Case studies White papers
- 100% of owned and earned content ends up on our blog. We have a tool that allows us to publish earned content from other publishers on our site next to our owned content. We work to balance out the stories about Waupaca, our people and the good that’s happening in our communities. Now that we have these images, videos and stories, it’s not enough to publish them to our blog or website. This isn’t the Field of Dreams.
- We have to distribute that content. And there is not one best channel to do that. There is no single lightening rod. The key is using multiple channels.
- Once you’ve posted this content to your site, pitch it to the media. If you get that story covered, ask for a reprint and have copies of that story at your next Career fair. Collect email addresses from employees on your Careers page; send out emails with links to stories on your site about career spotlights, community projects you’re involved in. Invite the community to an on-site event, perhaps on Manufacturing Day. And lastly, distribute the stories on social media linking back to that story on your website. Make it easy to share.
- And speaking of social media, as equally as important to publishing video stories to your site, is publishing to YouTube. Why? If no other reason than to increase search engine ranking for job seeker keywords.
- So why would we put effort into building an employer brand? In short, to be the employer of choice. SHOW THE HUMAN SIDE OF YOUR COMPANY A company is so much more than their corporate website. Candidates want to hear about employee experiences, your culture and the things that will resonate with them and make them want to work for you. LOWER COST PER HIRE One of the major benefits of employer branding is its effect on your ultimate Cost Per Hire (CPH). A good employer brand acts as a great advertising tool in itself; if you have a positive reputation then jobseekers will always be on the lookout for a role with you. BETTER TALENT POOL You may increase in your talent pool from which to fill vacancies. As you develop and refine your reputation as an excellent place to work, you will attract talent. These potential candidates develop your talent pipeline, which can also reduce your cost of recruitment (because you won’t need to spend money on advertising). As well as this, talent pools can reduce your… …TIME TO HIRE Talent pools improve the recruitment process because they reduce the time it takes you to fill a vacancy. It takes much less time to fill a vacancy if you have a positive reputation as an employer. In fact, 69% of candidates would not take a job with a business that had a bad reputation, even if they were unemployed, statistics from Glassdoor suggest. ENGAGED EMPLOYEES Your employer brand doesn’t just have an impact on potential candidates, it affects your current employees, too. Your employer brand represents the working environment, career development and personal growth that your company offers your current employees. Employees that enjoy their work are more productive and often perform better. …LOWER EMPLOYEE TURNOVER When employees are passionate about their job and love their place of work, they feel more committed and are more likely to stay with you for years to come. The benefits of low staff turnover means- you will spend less on advertising, recruiting and training new staff. The benefits of employer branding are all closely linked, and they all play a crucial role in finding, attracting and retaining top talent. Source: http://www.sixdegreesrecruitment.co.uk/what-are-the-benefits-of-employer-branding/ and http://www.webrecruit.co.uk/employer-blog/hr-professional/6-reasons-why-employer-branding-is-important
- Employer branding has become increasingly more important to organizations as competition for talent, talent readiness and retention, and other challenges face recruiters and HR professionals. For Waupaca Foundry, we have consistently, year over year driven more traffic to our website. These figures show unique visits, meaning this is the measure of the single, initial visit made to our site.
- Our Careers page has seen traffic declines, largely in part because job seekers can now directly view and apply for jobs at jobs.waupacafoundry.com. In sight of this, we will continue to maintain the Careers page, which serves to provide valuable information to job seekers before they view and apply for a job.
- Jobs.WauapcaFoundry.com continues to see growth in its traffic. The growth reinforces to us that there is interest in a career with Waupaca Foundry.
- In the marketing realm, I’m often asked how mature we feel our content marketing and employer branding program is. What you see here is the evolution of this program from experimental—let’s see what impact we can have; to differentiated—content created and published is integral the applicant journey. Waupaca Foundry’s program sits in the middle in what is termed operational. We regularly create and publish content and distribute that content across multiple channels. However, opportunities lie in measuring the performance of specific stories, a plan for a steady stream of stories, as well as a plan of publishing and distribution of those stories to support recruiting objectives.