The slides were presented to HR of middle and large companies. On the purpose of educating how to brand employer digitally and how to reach targeted candidates best.

1. Digital Employer
BrandingWhy you should be build presence online as an employer and
how

2. Siannita Tjuwita
Co-founder, Head of User Acquisiton
Experiences:
- Digital marketing strategy
- Branding
- Business development
Siannita@yacademy.asia
0812 8155 9055
Skype: stjuwita

3. Yacademy envisions a world with talents equipped and ready
for the digital future. We believe that people drive progress,
and technology accelerate progress. Thus educating people
on technology means acceleration on human’s progress.
Focus on digital technology and innovation, we creates a
community & online platform that allows people to acquire or
refine digital knowledge & skills that lead them to competitive
jobs and business development.
As the youngest portfolio of KEJORA, Yacademy manages
training and educational program within KEJORA’s network.

4. Workshops
Offline
workshops
Corporate
training
In-company
training
E-learning
Online
courses with
offline
elements
Job
placement
Connecting
Yacademy
alumni with
recruiters/
head
hunters
Business
Intelligence
Market data
on current
digital state
SERVICES
Later stage

5. OUR ENGAGEMENTS
Seminar Strategic Thinking and Digital Branding
Workshops hosted with industry leaders
And many more…

6. What are we talking today?
 Employer Branding from a digital marketing
perspective
 Understanding job-seekers online behavior
 Tips on how to build yours

7. The Conversation has Changed
 “We choose them” vs “they choose us”
 Candidates basing their opinions based on their
own research – most of it conducted online
 You are no longer in control of the conversation,
but it is a two-way conversation

8. Job seeker behavior – what are they
looking for?
 Younger workers apply to more jobs; workers aged 25–34 send out
1.69 applications per day, while workers aged 55–64 send out 1.34
applications per day.
 Younger workers also have shorter search durations than older
workers
 At the beginning of their searches, jobseekers sort themselves to
jobs according to education.
 People are less choosy the longer they have been searching for a job.
 At the beginning of the process, jobseekers with more education
apply to higher-type jobs, and those with less education apply to
lower-type jobs. As their searches continue, however, the degree of
sorting by education decreases, and workers apply to more lower-
type jobs than they did at the beginning.
Resource Economic Brief, Concordia University and CIREQ and R, based on database from an online job
search engine.

9. More numbers…
On usage of job search tools:
- Job search engines (74%), career sites (70%), job boards (67%), professional networks
(67%), and social media (65%)
On using gadget:
- desktops and laptops remain most heavily used for creating a resume or profile (65%),
and applying for jobs (67%). Cell phones and tablets were used to search for jobs
(42%) and research employers (32%).
Job board issus:
- 86% said they located a job on the job board, but then applied for the job on an
employer site.
- 76% said they used the job board to identify employers in their profession.
Social media
- Active seekers overwhelmingly used LinkedIn (93%), with Twitter and Facebook usage
much lower (38%)
Profile: 1276 active job seekers, US amp survey. HRexaminer.

10. What do I need to do now?
1. Align your brand value with your HR
strategy
2. Build your content
3. Pick your channel
4. Plan your targeting

11. 1. What is Your Brand About?
GE: reposition as a place young technologists can go and do meaningful
work
https://www.youtube.com/watch?v=OpDIEJrog3s
UPS: caring, dedicated professional
show off the company’s human side and stress why its employees work
so hard delivering packages.
https://www.youtube.com/watch?v=0IsL5AMqLMY
Sam Adams: “We bring our best friends to work. We treat every day like
casual Friday."
https://www.youtube.com/watch?v=mU_ipDc79QM

12. 2. Content Marketing Strategy
 Your content should either inform, inspire, educate or
help
 What type of content is your company sharing?
 Do you produce it yourselves or is it curated content?
 Make sure to add value to other people’s content
whenever possible
 Procure with a system and distribute internally first if
possible

13. 2. Understand Your Brand by
Listening
 Social is definitely the new water cooler
 Make sure you listen to employees, customers,
competition and the market in general
 Set up private lists on Twitter to listen

14. 3. Pick your digital channels based on the
purpose that job seekers use for job
hunting

15. 4. Video Marketing
 Use YouTube, it’s the no.2 search engine
after Google
 3 billion clips are viewed every day
 The best medium for storytelling
 Host on YouTube and share/embed from
there

16. 5. Events
 Do you run events? Maybe you
should
 List events on various social channels
 Invite your target audience and
promote
 Have informal chats about careers
Credit: Jorgen Sundberg, Link Humans.

17. Preview next event
“How to Sell Online”
28 October 2016
@Marquee, Cyber 2 Tower
Featuring speakers from Lazada, FB, Line, Veritrans

18. Siannita Tjuwita
Head of User Acquisition
P: +62 812 8155 9055
Skype: stjuwita
E: siannita@yacademy.asia
@yacademy Asia yacademyasia
Yacademy Asia