For this webinar, we invited Bryan Adams, CEO and Founder of Ph. Creative, and Kevin Blair, VP Talent Strategy at Beamery, to discuss how the employer brand magic happens. They went over the makings of differentiated messaging, and the common challenges in transmitting that message to the market.

1. Building an Effective
Employer Brand in 2020

2. Today’s Speakers
BRYAN ADAMS
CEO and founder
Ph.Creative
KEVIN BLAIR
VP Talent Strategy
Beamery
BRIAN SOWARDS
Global Talent Strategy
Ph.Creative

4. Reality of workplace is different than our employer brand
Not sure the most effective way to activate it
We don’t really have one, we need a new one
Not sure how to measure the value we create for the business
Not very different from our competitors
AUDIENCE
What is your #1
Employer Brand
Challenge?

5. SURVEY RESULTS

6. The 4 Key Questions of
an Effective Employer
Brand.

7. QUESTION 1
What is employer
branding today?

8. QUESTION 2
What is in scope for employer
branding now, that wasn't before?

9. QUESTION 3
What conventions should be revisited
by TA leaders when it comes to
Employer brand?

10. QUESTION 4
What returns should the
business expect from the
employer brand?

11. What is Employer
Branding today? 2020

12. COMING
March 17th

13. SMART FILTER
Repel the many, compel the few.

14. TRADITIONAL / CONVENTIONAL METHODOLOGY NEW “GIVE & GET” METHODOLOGY

15. NAVY SEALS
PRIDE
OUTSIDE WORLD
RESPECT

16. Your brand of ‘difficult’ is what makes you different.

18. IMPACT
PURPOSE
BELONGING
ADVERSITY
EVPEVP
EVP
EMPLOYER
BRAND
PURPOSE
BELONGING IMPACT

19. Applicants
Prospects, candidates
Employees /
Ambassadors
Alums
● Prospective Employees form an imprint
based on experience of the company’s
vision, mission and values
● Current Employees live the Employer Brand
day-in and day-out; it is a representation of
reality, not an aspiration
● Goodwill Ambassadors develop stories
based on interactions and experiences that
bear repeating
● Former Employees and Alumni are proud to
be associated to the company and its future
successes
The employer brand plays different roles in different parts of the candidate journey

20. What is in scope for
Employer Branding
today?
2020

21. Employer brand diverges
from Consumer and
Corporate

22. Corporate
brand
Consumer
brand
Employer
brand
Core values
Mission
Common vision
Regulators
Investors
Governments
Influencers
Partners
Customers
Employees
Candidates
Alums

23. Experience Design comes to
Employer Branding
Activation

25. Employer Brand Activation: Mission
Do
Think
Feel
CANDIDATEJOURNEY/QUALIFICATIONS
// hearts
// heads
// hands
Get positioning of employer
brand into hearts.
Get Specifics of EVP
into heads.
Get opportunities
into hands.
CANDIDATE JOURNEY / TIME

26. Employer Brand Activation: Milestones
Do
Think
Feel
CANDIDATEJOURNEY/QUALIFICATIONS
CANDIDATE JOURNEY / TIME
Create affinity
Get positioning of employer brand
into candidates hearts
Establish relevance
Get Specifics of EVP into
candidate heads
Drive compulsion
Get opportunities into
candidate hands

27. What conventions of
Employer Branding
deserve re-examination?
2020

28. YOU WON’T LIKE
IT HERE BECAUSE...
What’s the number one, harsh reality of your company?

29. REGRETTABLE LOSS

30. HARD
WORK
STRAIGHT
TALK
CONSTANT
PRESSURE
CONTINUAL
CHANGE
LEAN
TEAMS
Galvanize the internal audience,
Polarize the external audience

31. 4xmore likely
to join
@gjrecruitment

32. What returns should the
business expect from the
employer brand?
2020

33. Employer branding is hard
to measure.
...or is it?

34. Need for more granular
measurements, analytics
Specialized teams and rising
expertise
CRMs and Talent marketing
platforms
People Organization held
accountable to business impact
The employer brand is getting more scientific.

35. Re-recruit the
talent you have.
(% you would rehire)

36. NPS % of Valued Applicants

37. Saved over $2 million
while delivering 200 hires
for every 1 job board placement.
NATIONWIDE
Deliver high quality candidates to the business across
six key business divisions, 4,500 hiring per year.

38. Questions?