7 Ways To Build A Brand That Attracts Top Talent
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Candidates decide whether or not to apply for a job within 49.7 seconds. That's a short amount of time to portray your brand. This slideshare shows how you can build a brand that will attract the right talent and what steps you can take today.
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7 Ways To Build A Brand That Attracts Top Talent
- 1. #Glassdoor 7 Ways to Build a Brand That Attracts Top Talent
- 2. #Glassdoor Featured Speakers Kira Federer Product Marketing Manager at Glassdoor Rusty Lindquist VP, HR Insights at BambooHR
- 3. #Glassdoor Benefits of an Employer Brand
- 4. #Glassdoor 49.7 deciding if a job opening is right for them seconds Job seekers spend
- 6. #Glassdoor The Golden Circle vWHY How What Outside-In (conventional) Inside-Out (remarkable)
- 7. #Glassdoor Anatomy of Employer Brand v WHY Values Mission Beliefs How What Outside-In (conventional) Inside-Out (remarkable) HR Activities Employee Perception Candidate Perception
- 8. #Glassdoor Benefits of a Strong Employer Brand Recruitment costs Awareness Candidate quantity Candidate quality Acceptance rate Negotiating power Employee Retention Employee Engagement Employee Performance Work Culture Organizational Performance
- 9. #Glassdoor What Is HR’s Role?
- 10. #Glassdoor Who Should Be in Charge of employers believe HR should be primarily in charge of developing the corporate brand 51% 45% of employers think HR should be a stakeholder in their corporate brand Source: http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/
- 11. #Glassdoor What Is HR’s Role Measure Report Collaborate Train Coach Initiate
- 12. #Glassdoor 7 Ways to Build a Brand That Attracts Top Talent
- 14. #Glassdoor Get Social Step 1 Create a presence on social Highlight company awards, holidays and milestones Encourage your employees to have a voice and use searchable hashtags
- 15. #Glassdoor Get Social: Utilize Photos and Videos Step 1 Encourage viral photos and videos in all departments Show the real “you” on a career blog or through social posts Let employees be who they are
- 16. #Glassdoor Treat Every Candidate Like a Customer 2
- 17. #Glassdoor Treat Every Candidate Like a Customer Step 2 Audit interview reviews Always close the loop with candidates Respond to interview reviews
- 18. #Glassdoor Reinforce Your Core Values, Mission, and Culture 3
- 19. #Glassdoor Reinforce Your Core Values Step 3 Include in your EVP and promote everywhere Create a sense of purpose for employees Empower employees to be an active part
- 21. #Glassdoor Reinforce Your Core Values v WHY Values Mission Beliefs How What Outside-In (conventional) Inside-Out (remarkable) HR Activities Employee Perception Candidate Perception
- 23. #Glassdoor Ask for Feedback Step 4 Don’t wait until review cycles to ask for feedback Encourage constant feedback Take the good with the bad
- 24. #Glassdoor Adapt Based on Feedback Step 4 Employer branding is not set it and forget it Test messaging and get employee buy-in Create work hours that cater to your evolving work environment
- 25. #Glassdoor Respond to Reviews on Glassdoor5
- 26. #Glassdoor Respond to Reviews Step 5 Join the conversation Compliment the good and appreciate the bad Show candidates that you value and are receptive to employee feedback
- 27. #Glassdoor Get Involved in the Community6
- 28. #Glassdoor Get Involved in the Community Step 6 Get your employees involved in the community Build CSR programs Post a calendar to promote company involvement
- 29. #Glassdoor Encourage Employees to Become Brand Ambassadors 7
- 30. #Glassdoor Encourage Employees to Become Brand Ambassadors Step 7 Encourage employees to wear company gear Involve employees in the hiring process Utilize referral programs
- 31. #Glassdoor Pro Tip Download Employer Branding for Dummies to help you with your strategy!
- 32. #Glassdoor Receive a free job posting on our ATS and full HRIS
- 33. #Glassdoor
Editor's Notes
- (Rusty) Welcome!!!
- (Kira and Rusty)
- Kira – \In that time, your employer brand and rep need to make a serious impact.
- (Rusty) There are four key challenges that companies face that having a strong employer brand can alleviate. Recruitment Costs. Companies with a strong employer brand can reduce cost-per-hire by 50 percent. (http://bit.ly/1wWzOKr) Awareness. “It starts long before that -- because everything a candidate has ever heard, read or witnessed about your company will enter into the decision of whether work to work with your company. (http://www.entrepreneur.com/article/234815) Recruitment Funnel. Those with a defined employer brand dominate 60% of the labor market (multiple sources, including: http://theundercoverrecruiter.com/employee-referrals-brand/) AND A CareerBuilder study reveals that organizations with a strong employer brand attract at least 3.5 times more applicants per job. (http://www.brazencareerist.com/blog/2015/03/10/4-unique-ways-to-create-an-employer-brand-and-recruit-top-talent/) Candidate quality. Top talent wants four things: purpose, meaning, impact, growth (http://www.inc.com/thomas-koulopoulos/four-ways-to-attract-the-best-people-and-create-talent-gravity.html?cid=em01016week33a) 6 ways employer brands help your business: Attract more and better candidates Especially critical for attracting junior employees, younger demographics, and those outside the US Higher job acceptance rates Increased ability to secure top talent Lower recruiting costs (http://lnkd.in/eb) Increased employee retention and engagement Improved work culture
- (Rusty) Let’s pause to quickly explain why this is an HR issue, and not just a marketing issue. Clearly it must be a collaborative effort with buy-in from every department (You can’t have a magnetic organization without magnetic leaders. http://www.forbes.com/sites/robertamatuson/2014/01/14/how-to-attract-top-talent-that-will-stick-around/) BUT 51% of employers believe HR should be primarily in charge of developing the corporate brand, and 45% think they should be a stakeholder in their corporate brand (total of 96%) http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/ 36% of employer brand strategies are now managed by HR departments compared to 31% in our 2009 study. http://bit.ly/1MZbzCq Talent acquisition is the leading factor in the decision to invest in an updated corporate brand 61 percent of the time. http://bit.ly/1ILdqGc When searching for a job, 77.3% of job seekers in a 2014 survey conducted by the Talent Board listed job descriptions as the most important information in their job hunt. http://www.fastcompany.com/3044966/how-to-make-your-employer-brand-shine-and-attract-the-best-tech-talent More and more recruiters need to be marketers as well.
- (Rusty) Let’s pause to quickly explain why this is an HR issue, and not just a marketing issue. Clearly it must be a collaborative effort with buy-in from every department (You can’t have a magnetic organization without magnetic leaders. http://www.forbes.com/sites/robertamatuson/2014/01/14/how-to-attract-top-talent-that-will-stick-around/) BUT 51% of employers believe HR should be primarily in charge of developing the corporate brand, and 45% think they should be a stakeholder in their corporate brand (total of 96%) http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/ 36% of employer brand strategies are now managed by HR departments compared to 31% in our 2009 study. http://bit.ly/1MZbzCq Talent acquisition is the leading factor in the decision to invest in an updated corporate brand 61 percent of the time. http://bit.ly/1ILdqGc When searching for a job, 77.3% of job seekers in a 2014 survey conducted by the Talent Board listed job descriptions as the most important information in their job hunt. http://www.fastcompany.com/3044966/how-to-make-your-employer-brand-shine-and-attract-the-best-tech-talent More and more recruiters need to be marketers as well.
- (Rusty) Let’s pause to quickly explain why this is an HR issue, and not just a marketing issue. Clearly it must be a collaborative effort with buy-in from every department (You can’t have a magnetic organization without magnetic leaders. http://www.forbes.com/sites/robertamatuson/2014/01/14/how-to-attract-top-talent-that-will-stick-around/) BUT 51% of employers believe HR should be primarily in charge of developing the corporate brand, and 45% think they should be a stakeholder in their corporate brand (total of 96%) http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/ 36% of employer brand strategies are now managed by HR departments compared to 31% in our 2009 study. http://bit.ly/1MZbzCq Talent acquisition is the leading factor in the decision to invest in an updated corporate brand 61 percent of the time. http://bit.ly/1ILdqGc When searching for a job, 77.3% of job seekers in a 2014 survey conducted by the Talent Board listed job descriptions as the most important information in their job hunt. http://www.fastcompany.com/3044966/how-to-make-your-employer-brand-shine-and-attract-the-best-tech-talent More and more recruiters need to be marketers as well.
- Kira -
- Kira
- Kira Create a presence on social. Good channels to consider are: Twitter, Facebook, Glassdoor, Slideshare, Pinterest, Instagram, etc. Determine which channels you’ll hone in on and don’t take on more than your team can handle and manage. It’s important to stay active, so that your followers remain engaged with your employer brand. Highlight unique milestones, awards or company culture campaigns. At Glassdoor, we send out who wore it best emails when employees wear the same attire. This shows others on social that we have a fun and engaged work culture. Encourage employees to get involved and have hashtags that they can use to make your content searchable.
- Kira Encourage viral photos and videos in each and every department Show the real “you” (no stockphotos) on a career blog or through social posts Let employees be who they are and get involved to help you recruit
- Kira
- Kira Oftentimes, employers are quick to put marketing dollars towards products, but build the case for why you need to market to the people that will be building those great products. Steps to ensure you do this are to: Audit interview reviews Always close the loop with candidates (even if they aren’t the right fit, they may lead you to someone that is a good fit Respond to interview reviews – just like you respond to employees, respond to candidate reviews and highlight the good and appreciate any feedback that will make your company better We do this at Glassdoor and just responded to feedback that we got recently. We know that we have stuff to work on and appreciate when candidates openly share with us what we could be doing to improve our process.
- (Rusty) “There is a clear understanding in business today that exceptional talent will always looks for organizations that are in-line with their values as well as the career progression that they want for their future. If a business is unable to articulate and promote the benefits of working for them, then its ability to attract these exceptional employees is limited.” – Kimberly Hubble “If people believe they share values with a company, they will stay loyal to the brand.” -- Howard Schultz “When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.” – Lindsay Kolowich (Hubspot) A company that is thinking about employer culture is conscious of what their people need, and since they’re hiring the right people, and saving money on their recruiting efforts, they’re ready and able to build the perfect culture for their business. “Nearly 80% of Millennials look for people and culture fit with employers.” (Collegefeed, March 2014) Kira After reading reviews and all feedback. Decide on the top 5 values that you will be your core values that you’ll live by as a company. Some areas to focus on could be: Career opportunities Comp & Benefits Culture & Values Senior Leadership Work/life balance With an enhanced profile on Glassdoor, you can actually see on a heat map how you stack up to key competitors in these 5 areas, which can be helpful as you develop your unique employee value proposition. 60% of Millennials consider the most attractive perk to be growth opportunities (Glassdoor survey, March 2013) 46% of Millennials left their last job due to lack of career growth. (Glassdoor survey, March 2013)
- (Rusty) On mission statements/about us pages on websites: “Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer -- and employee -- experience.” “When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.” – Lindsay Kolowich (Hubspot) (Kira) Kira Include these core values in your Employee Value Proposition Create a sense of purpose for employees; tie each role to the overall mission Empower employees to be an active part developing and living out those values
- (Rusty) On mission statements/about us pages on websites: “Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer -- and employee -- experience.” “When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.” – Lindsay Kolowich (Hubspot) (Kira) Kira Include these core values in your Employee Value Proposition Create a sense of purpose for employees; tie each role to the overall mission Empower employees to be an active part developing and living out those values
- (Rusty) On mission statements/about us pages on websites: “Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer -- and employee -- experience.” “When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.” – Lindsay Kolowich (Hubspot) (Kira) Kira Include these core values in your Employee Value Proposition Create a sense of purpose for employees; tie each role to the overall mission Empower employees to be an active part developing and living out those values
- Kira
- Kira Don’t wait until review cycles to ask for feedback Encourage constant feedback Take the good with the bad
- Kira Be flexible. Employer branding is not set it and forget it Test messaging and get employee buy-in (through focus groups) Create work hours that cater to our evolving work environment – find key themes and see what your company can change to get a competitive edge
- Kira 46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiting or hiring manager. (Glassdoor survey, September 2013) 69% agree their perception of a company improves after seeing an employer respond to a review. (Glassdoor survey, October 2014) Your message is out there whether you want it to be or not on social media. It’s in your best interest to manage and monitor the conversation, and add the company’s perspective. This allows a candidate to see that you value you feedback from employees and strive to make the company better and better. And remember, no company is perfect. Every company has things to work on and your candidates don’t expect you to be. They just want the inside scoop and to know where you as an employer stand when it comes to feedback. And candidates will read before 4-7 reviews before forming an opinion about you.
- Kira Responding to reviews allows you to: Join the conversation on GD Compliment the good and appreciate the bad Show candidates that you value and are receptive to employee feedback
- (Rusty) Getting involved in the community is a free way to make your employees and company feel good. A lot of times it only takes a few minutes to research what’s going on in your community and encourage employees and the company to get involve and support a cause or community program. At BambooHR, we push to free our people to spend time in the community and with their families. This desire to provide a perfect work-life balance is at the core of who we are as a company.
- (Rusty) Encourage giving back and get your employees involved in the community Build Corporate Social Responsibility (CSR) programs 82 percent of U.S. consumers consider corporate social responsibility (CSR) when deciding which products or services to buy and where to shop (http://entm.ag/IJj7Kd) Post a calendar (in the lunch or group areas) to promote company involvement
- (Rusty) The more you include employees to be a part of developing your company’s message the more likely they can help you promote that message to their friends and networks. 72% of employees with socially-encouraging employers are significantly more likely to help boost sales, compared to only 48% of employees whose employers aren’t socially encouraging. (Weber Shandwick research study, April 2014) Referrals are clearly the single best way to recruit talent. http://bit.ly/1IOsBMu
- (Rusty) Encourage employees to wear company gear—At BambooHR, we offer paid paid vacation, and we ask our employees to post pictures of themselves wearing Bamboo gear from their vacation destination Involve employees in the hiring process Utilize referral programs to incentivize employees fairly for both hard-to-fill and easier to fill roles Referrals are KING! 73% of candidates would accept a job with a lower salary if their friends and family said it was a great place to work. (http://bit.ly/1J6z5tH)
- Kira- Go to: employers.glassdoor.com > Resources > eBooks
- (Rusty) Receive a free job posting on our ATS and full HRIS for one week.
- Kira Sign up for a free employer account to start monitoring and responding to company reviews today.