These slides summarise the Employer Brand Marketing Guide and can be used without the Hire Strategies slide branding for internal purposes. Please reference our guide and supporting information if this content is being used. If you don't, we'll just cry a little :-( but if you do we will of course be very happy :-) You can get a copy of the Employer Branding Guide at www.hirestrategies.co.uk/EBGuide.

1. Employer Brand Marketing
January 2013

2. These slides are a summary of the
Employer Brand Marketing Guide
To get a free copy go to
www.hirestrategies.co.uk/EBGuide

3. Our key challenges
• List out your top 3 employer brand issues:
– 1.
– 2.
– 3.
• List out your top 3 recruitment issues:
– 1.
– 2.
– 3.

4. Core recruitment markets
• X job role.
• Y job role.
• Z job role.

5. 7 things that will work for us
• The difference between marketing and advertising.
• Match your EVP to candidate needs.
• Define accurate candidate personas.
• Get to know ZMOT and sweat every stage.
• Use various methods to find and attract candidates.
• Use content to bring candidates gently through the
process.
• Don't stop testing!

6. 1. Marketing vs. advertising
• This presentation focuses on X job role.
• They want from an employer/career:
– 1.
– 2.
• We meet their needs because:
– 1.
– 2.

7. 2a. Current EVP
• Our current EVP is:
– X months old.
– Includes the following values:
o 1.
o 2.
o 3.
o 4.
o5

8. 2b. New EVP
• Our “new” EVP focuses on:
– 1.
– 2.
– 3.
• Research showed they actually want:
– 1.
– 2.

9. 3. Candidate Personas
• Line Managers want.
• Line Managers have.
• Our candidates are.
• Our top performers have in common:
– 1.
– 2.
– 3.

10. 4. ZMOT
• ZMOT overview/explanation.
• Know the trigger, know the channel. (Stimulus)
• Be there on any device, any time. (ZMOT)
• Make sure the message converts. (FMOT)
• Keep the candidate engaged. (SMOT)

11. 5. Find and attract
• Research the market:
– Google search tools.
– LinkedIn Group polls.
– Employees/hires/candidates.
• Active candidates e.g. search.
• Passive candidates e.g. social.
• Build segmented campaigns.

12. 6. Content is king
• Content communicates our messages.
• Content helps e.g. self-assessment.
• Content hooks and maintains engagement.
• Content requires effort.
• Content converts!

13. 7. Keep testing
• Forcing more volume is not feasible.
• Less is better but maximise what we get.
• Test different approaches.
• Think long term now.
• Ask for feedback.
• Stay in a continuous improvement loop.

14. What next?
• Start small with one job role:
– Define personas.
– Research market.
– Create campaign(s).
• Agree targets and budget.
• Measure ROI.
• Prove the concept.

15. The Employer Brand Marketing Guide
To get a free copy go to
www.hirestrategies.co.uk/EBGuide