This document discusses auditing an employer brand, personal brand, and competitors. It provides guidance on auditing a company's career site, social media presence, search engine optimization, job postings, employer review sites, employee value proposition, hiring sources, job family projections, candidate experience, recruiters' activities, and more. The goal is to understand how to improve branding, recruiting, and retention from both an internal and external perspective.

1. Auditing Your Employer Brand,
Your Personal Brand, and Your
Competition’s
#TMASoMo @alexputman

2. keys for audit
employer
brand
data
evp
recruiting
process
content

3. internal audit
strategy +
evp
analytics
data
people
experience
recruiters

4. external audit
career site
social
seojob boards
review
sites

5. career site
• Create a list of top competitors
• Pull up your career site
• Identify a mimic company, someone you admire
https://www.facebook.com/careers
https://www.airbnb.ca/careers
http://www.careers.jnj.com
• First thing you see
o Make you want to apply
o Represent your culture (fun, inviting, professional)
• Now pull it up on your phone
• Give me a site to pull up and let’s audit:
http://careers.ulta.com

6. social media
• Shout out the platforms you use
o Why?
o Who are they targeting?
o Measure ROI?
• Facebook Panasonic Avionics
• Twitter UPS
• YouTube Marriott
• Instagram Oracle
• SnapChat @horizonation @freepeople

9. search engine optimization
• Open Google and search“ working at ____” “jobs at ____”
• Audit each site on the first 3-5 pages of search
• KEY: rank importance + focus based on 1st page
• Do this for each competitor to understand where they rank
• High yield sites include: Glassdoor, Indeed, Facebook,
Monster, Careerbuilder (anyone with high volume of traffic)
• Rank vs. competitors “software jobs Lake Forest CA”
• Analytics on career page (daily/weekly report)
• Type in your name – what are the results?
Panasonic Automotive

10. analytics: career site stats
visitors
daily vs weekly
behavior
new vs return
mobile vs desktop
time on page
Time yourself
(differs by page,
industry,
company)
bounce rate
20%-35%
35%+ concern
50%+ worry
acquisition
analyze data per
source (social,
organic)
candidates
received + hired

11. job postings
Pull up a job posting
o Job board
o Career site
o Aggregators
o Search
First 2-3 lines
o Sizzle
o Must have’s
Full JD include
o Branded info
o Detailed goals
o Success definition
• Would you read all of it?
Job Description: Panasonic Automotive

14. employer review sites
• Content (company updates, video, social sites)
• Job search and research drive traffic
• Data (rating trends, pros/cons, filter by job
family)
Give me a company to look up on Glassdoor

16. internal audit
strategy +
evp
analytics
data
people
experience
recruiters

17. company evp development
Employer Value Proposition clearly defined? By job family?
• Intrinsic needs identified
• Career development opportunities
• Base on identification of key performer retention metrics
• Authentic performance assessment (rewarded for work vs
“part of the process”)
• Why follow this leadership team?
• Job satisfaction (why exactly)
• REAL Core Values
Admired EVP: Facebook

18. job family evp development
• Unique attributes of each job family
• What do high performers view as important?
• Why should I leave x to do the same thing at y?
• Candidate definition of “advancement” vs employers
• Work / Life mix
• Rewards for success
• How will this improve the talent pool
• Work space + environment
• What is measurable success for each role?
Facebook EVP by Role

20. analytics: key hiring sources
REFERRALS
22%
DIRECT SOURCE
10%
JOB BOARDS
17%
CAREER SITE
21%
COLLEGE
7%
77%

21. analytics: projections by job
family
• Total hires (quarterly, annually - specific to org)
• Turnover rate + why
• Sources of hire
• Attraction metrics
o time to fill, interview to hire, applicants to hire,
offer acceptance/decline reasons
o referrals, internal hires, competitors steals
• Campus recruiting
• Scorecard: rate difficulty level every category

22. promotors: net promotor score
measures the willingness of customers to recommend a
company's products or services to others. Gauges the
customer's overall satisfaction with a company's product or
service and the customer's loyalty to the brand.
Based on your {experience, time, projects}, how likely are you
to recommend a friend or colleague to apply for a job {at, in
for} ____?”
• Candidate Experience: “Based on your candidate
experience, how likely are you to recommend a friend or
colleague to apply for a job at ____?”
• Job Family Satisfaction: Based on your past 6 months,
how likely are you to recommend a friend or colleague to
apply for a job at/in ____?”

23. measures
http://www.npscalculator.com/en

24. process: people experience
• Engagement with potential candidates: career fairs, talent
communities, college sessions, employee referrals, networking, hack a
thon’s
• Pre-Application Job Content: benefits, career paths, employee blogs,
day in the life content, testimonials
• Application process: clicks to apply, duration, information
redundancies, resume/profile upload
• Communication: post apply, pre/post interview, dispositioning of
qualified/unqualified candidates, recruiting team feedback,
management of finalist
• On-line/Interactive engagement: blogs, career site, social pages,
mobile, webinars, texting, polls or surveys
• Pre-Hire: background check, references, pre-employment
assessments, on-boarding, assimilation and post hire follow up
• Internal: moves, promotions, applications, durations of process
• Exits: alumni groups, process, referrals, capture their experience
Apply for the CandE’s

25. recruiters: the team
• Activity outside of “butts in the seat”
• Relationship development within key functions
• Industry participation (ERE, FB Groups, Twitter)
• Company promotion (ambassadorship)
• Social media interactions
• It’s all about hires +
Great example: Brian

26. recruiters: what are they doing
• Building a network (every email should
include an invitation to connect – even
rejections)
• Rejecting people correctly (you reject more
than you hire)
• Marketing the culture on LinkedIn (LI is a
“most engaged” source to career sites)
• Not doing the “Microsoft bae interns”

28. thank you
Alex Putman
678-557-0469
alex@hellosplice.com
alexputman1 hellosplice.com@alexputman

29. reference articles
Audit Social Media
NPS Case Study:
Microsoft Bae Interns
SEO Bounce Rates