Global Executive Digital Recruitment Program: leading webinar slides. Online program starts Sep 2016.

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4. 7 Super Successful
Employer Branding
SECRETS
Global & Digital Recruitment
Executive Program
@marieburns | Marie Burns | April 2016
#GDRprogram

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S u c c e s s c o m e s f r o m
n o t f i t t i n g i n .
STANDING OUT,
- Don Draper

6. “The average lifespan of a successful S&P
500 company was 67 years in the 1920’s.
Today it is 15 years. More companies need
to innovate to improve these declining
numbers.”
~Richard Foster, McKinsey & Company

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An Employer
Brand is Powerful
because:
It can make or break you. Literally.
LIKE attracts LIKE.
T H E J U R Y S A Y S :
A Strong Brand Supplies Superpowers:
1. Average CPH is decreased by 50%.
2. 25-32% less attrition YOY.
3. 87% of potential candidates are likely to
interview if they hear positive feedback in
network.

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RECRUITMENT
MARKETING
MEASUREMENT
CANDIDATE
EXPERIENCE
CULTURE
What’s an
Employer
Brand?
The reputation (or non-reputation) of an
organization as an employer specific to potential
candidates or internal employees. The employer
brand is distinct from the business brand.
In Other Words:
What people are
saying about you.
In case it slipped
through the
cracks____
Recruiting &
marketing joined
forces.
Congrats! You’re
officially a
marketer, too.
@marieburns

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Know Your Audience
Employer Value Proposition
Recruitment Marketing
Recruiting fell in with Marketing
Measurable Results
Pivot as Needed
Brand Strategy Basics
Candidate Experience

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T H E H U M A N E R A
Being a Human Era brand goes beyond merely saying that one is more “human.” It
requires an authentic story delivered consistently through an inspiring experience.
It requires hard work — establishing organizational values and commitments that
are customer driven, while also driving them toward daily leadership decision-
making and employee behaviors.
N O T A B L E
T R E N D S

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G E T T H I S D A T A U N D E R C O N T R O L
OVERVIEW: the following data is from over 100,000 respondents, both EMEA and Americas, but the data is clear that the same
occurs on both continents. Companies that produce these behaviors score much higher on overall experience (3.5/5.0 or higher)
and also above average on all experiences (except dismissal). Their net promotion score is 2X the average when these
employment branding concepts are engaged:
1. Use techniques to control the potential number of applicants per requisition to control over sourcing, especially in the
professional level positions (reduce applications per role). This could mean stronger job posting language to create self-
deselection, and also incorporation of assessment tools.
2. Have fewer steps in the application process and make it expedient / much faster to execute; time it several times and THEN
take out steps.
3. Consider making your career site and subsequent microsites core to all of your activities, and make that fact known inside your
business and with candidates.
4. Key communications need to occur from hiring manager, not recruiter (count how many occur and increase).
D A T A ,
D A T A ,
D A T A .

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7 S E C R E T S
N O W
P R E S E N T I N G
( t h a t w o r k )

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MASTER PLAN @Datawire.io
Secret Execution Plan #1:
Community Cultivation > Candidates > Community
- Created, from scratch, a 2652 developer/architect community in
5.5 months
- Channels developed: content strategy plan after learning about our
audience via Practitioner Summit, social media, developer interaction,
in-house advisory roles in-house and gained major influencer
support. (Budget for average month <under $1000.00 USD)
- Continually overachieve KPI’s > 173%/month
- Constant cycle of community > hires or if they don’t fit, back into the
community as active members
Community
Candidate

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Candidates and/or potential new employees JUST want to be treated with some TLC.
Works like a charm OR susses them out because they’re “not that into you”.
SECRET EXECUTION PLAN(s) #2: CANDIDATE EXPERIENCE: UBER INFORMATION SHARING
CANDIDATE INFORMATION GUIDE CREATE PERSONALIZED VIDEOS

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SECRET EXECUTION PLAN #3: EXPERIENCE

16. 16SECRET EXECUTION PLAN #4: BE BOLD! BOLD
EXPERIENCES

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PLAN #5: #ItsanEventNotanInterview
Dear Ms. Burns,
…..I’ve never felt so welcome at a company
and before coming to XYZ, I was intimidated
to interview with any company. You made it
so easy by letting us meet the team first.
Regardless of the outcome, I will never forget
my experience with XYZ.
I hope to work with XYZ, but I am happy to
now know exactly what type of people I want
to work with and feel much more confident
about any choices I make. Thank you for
setting me up with my “non-interview”.
Sincerely,
Candidate who joined 6/1/15

18. 18PLAN #6: THROW THOSE COMPETITIONS
CHALLENGES & ‘A-THONS’

19. PLAN #7: TALK TO THEM LIKE
HUMANS

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BONUS PLAN: THERE’S AN APP FOR THATAPPS

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1. Get outside your comfort zone.
2. Keep trying until you fail (you won’t)
3. Globalization & Freelance workforces –
it’s time we all look around for help.
KEY TAKEAWAYS.

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#ThatsaWrap
ASK ME
ANYTHING!