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Toronto Conference
Building Your Employer Brand Strategy
November 1, 2013

Presented by:
Stacy Parker, Managing Director, Blu Ivy Group
Agenda
• Introduction
• Why is Employer Branding important?
• How does your employer brand strategy rank? (interactive)

• Steps to Employer Brand Strategy
• Building a Social Media Employer Brand Strategy
• Communicating your employer brand
• The role of social media on your employer brand strategy

• Adding measurable value
About Blu Ivy Group
• An employer branding
and employee
engagement research and
consulting firm.
• We help organizations
attract, retain and engage
the best people through
authentic and award
winning cultures and
employer brands.
Our Global Partnerships
Our partnerships with global leaders in employer branding and engagement ensure that our clients are
offered the best methodologies, benchmarks, thought leadership and support worldwide.
Disengagement Is Widespread

“Disengagement costs North American businesses over
$300 billion every year.” Gallup
It Is Good For Business
 Increased engagement can
equal a 12% increase in
customer satisfaction.
 Highly engaged employees are
36% more likely to have above
average productivity.
 Best Companies perform 3x
better than the general
market.
A strong employer brand
reduces cost per hire by up to
50%.
A 10% increase in spend for
employer branding can increase
annual profits by $2,400 per
employee per year.
How Does Your Employer Brand Rate
Against The Best?









We have an employer branding strategy that is supported at the executive
level
We have a clearly defined Employee Value Proposition (EVP)
We have conducted research on what employees value from working at our
organization
We have conducted research to determine the perceptions prospective
employees have about our company
We have created a database of talented employees who we would like to hire
when the time is right
Our employer brand and EVP are clearly experienced and articulated
throughout the entire employee lifecycle
Our leaders have been trained on employer brand management
We have a brand ambassador program






We have developed a social media strategy
We have a social media policy that all employees have been trained on
We monitor what people are saying about our brand online
We have a careers section on our website where our employer brand and EVP
are clearly articulated






We benchmark our employer brand effectiveness against competitors
We have employer brand ROI metrics in place that are consistently measured
We have been externally recognized as a great place to work
We are externally recognized as a top employer brand
Blu Ivy Group Methodology TM
Understand
Survey –
Internal/External

Competitive
Benchmarking
Discovery
workshops
(leaders &
employees)
Corporate Brand
Platform

Transform

Build

Align Corporate
Brand

Employer
Branding
Strategy

Employee
Lifecycle

EVP
Segmentation
Social Media:
Sourcing
Employer
Brand
Awareness
Differentiation

Create Brand
Ambassadors

Measure
KPI’s
Competitive
Benchmarking
Google Analytics
& ATS tracking to
understand
engagement,
source, impact
ROI Scorecard

Communicate
•Employer Brand , Social Media, & Brand Ambassador Program launch
•Internal Corporate launch
Steps To An Employer Brand
Strategy
1) Understand Key Business
Goals/Objectives
2) Survey
Employees/Stakeholders
3) EVP
4) Segmentation
5) Set KPI’s
6) ELA GAP Analysis
7) External Benchmarking
8) Personas
9) Social , Digital, Content &
Video Strategy
10) Brand Ambassadors
11) Launch & Measure!!!
Understand Key Business Goals
Define The Why For Your
Organization
Leadership & Divisional Goals/Challenges
Understand how employees, clients, prospects and
vendors feel about your organization
Competitive Benchmarking

Reputation Analysis
Divisional KPIs
Conduct Employer Brand Survey
•
•
•
•
•
•
•
•

Confidential
Corporate
Demographics
Leadership 1-on-1’s
Workshops
Analysis
EVP & Segmentation
Action Plan
Know Your Competition
•
•
•
•
•
•
•
•

EVP
Brand Personality
Social Media Strategy
SEO
Awards
Employer Brand PR
Glassdoor
Benchmark To Yours
Build Persona’s
•
•
•
•
•
•
•

Role
Age
Experience
Average Earnings
Use of Social Media
Attitudes & Goals
Career Needs &
Aspirations
Internal Employer Brand Strategy
Internally
• Employee Engagement
• Values
• Employee Lifecycle
• Rewards &
Recognition
• Corporate Brand
External Employer Brand Strategy
Externally
• Career Website
Not until
you have
an
internal
EVP!

• Social Media
• Job Postings
• Campus, Sponsorships,

Conferences & Events
• Agencies
• Employer Ranking Sites
• Employer Brand Videos

• Mobile
• Gamification
17
Q. Do you plan to increase
Investment in any of these
Candidate recruiting sources
In 2013 compared to 2012?

18
Building Your Employer Brand Strategy - Stacy Parker
Social Media Employer Branding Impacts
RECALL:
• Business
Goals & KPIs
• Competitive
Analysis
• Personas

$
Sourcing
Engagement
Reach
Differentiation
Thought Leadership
Employer Brand Awareness
9 Ingredients to Social Media Employer
Brand Strategy
Select Social
Media
Platforms

Identify Key
Employer Brand
Segments

Decide on KPI’s
/metrics

Target Niche
Audiences

Build SEO
strength in
segments

Identify Key
Communication
Topics

Generate New
Ideas and
Feedback

Participation
from key
employees

Technical and
Content
support
21
Source: Blogging4jobs
Niche Audiences
Select Your Social Media Platforms!
• Existing Social Platforms
• Careers Related

• Campus Related
• Career App Add-ons
• Culture And Resource Availability
SEO and Employer Brand

25
Building Your Employer Brand Strategy - Stacy Parker
Social Media Training, Policy Review,
Brand Ambassadors
• Involve the right
resources
• Social Media
Policy
• Top Social Media
Users, High
Potentials,
Influencers
• Segment
representation
Engage your
workforce and amplify
your social media
content
PostBeyond enables your
employees to post
approved content to their
personal networks in a
secured, consistent and
controlled way.
Audience Ideas And Participation
Measure

30
Common Metrics Used To Measure ROI
Internal
• Retention rate
• Employee engagement
• Number of applicants
• Cost per hire
• Employee referral rates
• Profit per employee
Social
• Followers/By Segment
• Shared Content/Retweets
• Total Impressions
• SEO Rankings
• Google Analytics
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Barclay’s Career Twitter Account Drives to
a Great Resource Page

36
Great Branded Twitter Careers

Consistently
tweet
interesting
content IT &
jobs
Include
Pics of IT,
Diversity

37
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Building Your Employer Brand Strategy - Stacy Parker
Virtual Events
• Career Fairs
• Open Houses

• Information Sessions
Low Hanging Fruit
• Social Media Links on all assets
• Awards clearly listed on all Social
Careers sites
• User experience on careers site
• Video assets deployed to Social Media

• Branding on all Social Assets
• Direct links on Social Assets to Careers site
Other Growing Social Media for Employer
Branding

• Get Your Visitors to Subscribe via Email!
My Social Media Strategy Project Plan
Strategic Element
Employer Brand, Business
Strategy, issues, goals
I need to Research
SWOT
KPIs
What Personas will I deliver
Social Media Sites I will
recommend
Content Strategy
Analytics I will use to measure
success

Owners -

Date
Building Your Employer Brand Strategy - Stacy Parker

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Building Your Employer Brand Strategy - Stacy Parker

  • 1. Toronto Conference Building Your Employer Brand Strategy November 1, 2013 Presented by: Stacy Parker, Managing Director, Blu Ivy Group
  • 2. Agenda • Introduction • Why is Employer Branding important? • How does your employer brand strategy rank? (interactive) • Steps to Employer Brand Strategy • Building a Social Media Employer Brand Strategy • Communicating your employer brand • The role of social media on your employer brand strategy • Adding measurable value
  • 3. About Blu Ivy Group • An employer branding and employee engagement research and consulting firm. • We help organizations attract, retain and engage the best people through authentic and award winning cultures and employer brands.
  • 4. Our Global Partnerships Our partnerships with global leaders in employer branding and engagement ensure that our clients are offered the best methodologies, benchmarks, thought leadership and support worldwide.
  • 5. Disengagement Is Widespread “Disengagement costs North American businesses over $300 billion every year.” Gallup
  • 6. It Is Good For Business  Increased engagement can equal a 12% increase in customer satisfaction.  Highly engaged employees are 36% more likely to have above average productivity.  Best Companies perform 3x better than the general market. A strong employer brand reduces cost per hire by up to 50%. A 10% increase in spend for employer branding can increase annual profits by $2,400 per employee per year.
  • 7. How Does Your Employer Brand Rate Against The Best?         We have an employer branding strategy that is supported at the executive level We have a clearly defined Employee Value Proposition (EVP) We have conducted research on what employees value from working at our organization We have conducted research to determine the perceptions prospective employees have about our company We have created a database of talented employees who we would like to hire when the time is right Our employer brand and EVP are clearly experienced and articulated throughout the entire employee lifecycle Our leaders have been trained on employer brand management We have a brand ambassador program     We have developed a social media strategy We have a social media policy that all employees have been trained on We monitor what people are saying about our brand online We have a careers section on our website where our employer brand and EVP are clearly articulated     We benchmark our employer brand effectiveness against competitors We have employer brand ROI metrics in place that are consistently measured We have been externally recognized as a great place to work We are externally recognized as a top employer brand
  • 8. Blu Ivy Group Methodology TM Understand Survey – Internal/External Competitive Benchmarking Discovery workshops (leaders & employees) Corporate Brand Platform Transform Build Align Corporate Brand Employer Branding Strategy Employee Lifecycle EVP Segmentation Social Media: Sourcing Employer Brand Awareness Differentiation Create Brand Ambassadors Measure KPI’s Competitive Benchmarking Google Analytics & ATS tracking to understand engagement, source, impact ROI Scorecard Communicate •Employer Brand , Social Media, & Brand Ambassador Program launch •Internal Corporate launch
  • 9. Steps To An Employer Brand Strategy 1) Understand Key Business Goals/Objectives 2) Survey Employees/Stakeholders 3) EVP 4) Segmentation 5) Set KPI’s 6) ELA GAP Analysis 7) External Benchmarking 8) Personas 9) Social , Digital, Content & Video Strategy 10) Brand Ambassadors 11) Launch & Measure!!!
  • 11. Define The Why For Your Organization Leadership & Divisional Goals/Challenges Understand how employees, clients, prospects and vendors feel about your organization Competitive Benchmarking Reputation Analysis Divisional KPIs
  • 12. Conduct Employer Brand Survey • • • • • • • • Confidential Corporate Demographics Leadership 1-on-1’s Workshops Analysis EVP & Segmentation Action Plan
  • 13. Know Your Competition • • • • • • • • EVP Brand Personality Social Media Strategy SEO Awards Employer Brand PR Glassdoor Benchmark To Yours
  • 14. Build Persona’s • • • • • • • Role Age Experience Average Earnings Use of Social Media Attitudes & Goals Career Needs & Aspirations
  • 15. Internal Employer Brand Strategy Internally • Employee Engagement • Values • Employee Lifecycle • Rewards & Recognition • Corporate Brand
  • 16. External Employer Brand Strategy Externally • Career Website Not until you have an internal EVP! • Social Media • Job Postings • Campus, Sponsorships, Conferences & Events • Agencies • Employer Ranking Sites • Employer Brand Videos • Mobile • Gamification
  • 17. 17
  • 18. Q. Do you plan to increase Investment in any of these Candidate recruiting sources In 2013 compared to 2012? 18
  • 20. Social Media Employer Branding Impacts RECALL: • Business Goals & KPIs • Competitive Analysis • Personas $ Sourcing Engagement Reach Differentiation Thought Leadership Employer Brand Awareness
  • 21. 9 Ingredients to Social Media Employer Brand Strategy Select Social Media Platforms Identify Key Employer Brand Segments Decide on KPI’s /metrics Target Niche Audiences Build SEO strength in segments Identify Key Communication Topics Generate New Ideas and Feedback Participation from key employees Technical and Content support 21
  • 24. Select Your Social Media Platforms! • Existing Social Platforms • Careers Related • Campus Related • Career App Add-ons • Culture And Resource Availability
  • 25. SEO and Employer Brand 25
  • 27. Social Media Training, Policy Review, Brand Ambassadors • Involve the right resources • Social Media Policy • Top Social Media Users, High Potentials, Influencers • Segment representation
  • 28. Engage your workforce and amplify your social media content PostBeyond enables your employees to post approved content to their personal networks in a secured, consistent and controlled way.
  • 29. Audience Ideas And Participation
  • 31. Common Metrics Used To Measure ROI Internal • Retention rate • Employee engagement • Number of applicants • Cost per hire • Employee referral rates • Profit per employee Social • Followers/By Segment • Shared Content/Retweets • Total Impressions • SEO Rankings • Google Analytics
  • 36. Barclay’s Career Twitter Account Drives to a Great Resource Page 36
  • 37. Great Branded Twitter Careers Consistently tweet interesting content IT & jobs Include Pics of IT, Diversity 37
  • 43. Virtual Events • Career Fairs • Open Houses • Information Sessions
  • 44. Low Hanging Fruit • Social Media Links on all assets • Awards clearly listed on all Social Careers sites • User experience on careers site • Video assets deployed to Social Media • Branding on all Social Assets • Direct links on Social Assets to Careers site
  • 45. Other Growing Social Media for Employer Branding • Get Your Visitors to Subscribe via Email!
  • 46. My Social Media Strategy Project Plan Strategic Element Employer Brand, Business Strategy, issues, goals I need to Research SWOT KPIs What Personas will I deliver Social Media Sites I will recommend Content Strategy Analytics I will use to measure success Owners - Date