This document discusses the importance of measuring an employer brand's effectiveness beyond just marketing campaign metrics. It emphasizes measuring longer-term brand perceptions, hire quality, employee engagement, retention, and business performance. The document recommends differentiating between short-term campaign metrics and longer-term brand and performance metrics. It also suggests using new joiner surveys to understand brand expectations and the candidate experience in order to identify gaps and improve the onboarding process. Developing an employer brand index to assess how well the organization is delivering on its employer value proposition is also recommended.
human resource management
employer branding
What is employer branding?
The process of employer branding
the scope of employer branding
Examples of employer branding
why is employer branding required?
How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
Recruiting is harder than ever but if you have a company culture and a brand that is woven throughout your company then you can alleviate a lot of the frustration and cost. In addition to that it will help with retaining those top employees.
Employer Branding:
1- What Is It?
2- How To Develop An Employer Brand
3- Enhancing An Employer Brand
From the first point of contact until the hire the employer brand is being showcased to candidates. How is your employer brand being interpreted by the public?
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
This is the first in our 30+3 Webinar Series: "The Employer brand. The what, why and how of employer branding." It is a high-level overview of employer branding - what it is, why it's important and how to get started. We also provide 3 action items designed to help you make your employer brand stronger.
human resource management
employer branding
What is employer branding?
The process of employer branding
the scope of employer branding
Examples of employer branding
why is employer branding required?
How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
Recruiting is harder than ever but if you have a company culture and a brand that is woven throughout your company then you can alleviate a lot of the frustration and cost. In addition to that it will help with retaining those top employees.
Employer Branding:
1- What Is It?
2- How To Develop An Employer Brand
3- Enhancing An Employer Brand
From the first point of contact until the hire the employer brand is being showcased to candidates. How is your employer brand being interpreted by the public?
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
This is the first in our 30+3 Webinar Series: "The Employer brand. The what, why and how of employer branding." It is a high-level overview of employer branding - what it is, why it's important and how to get started. We also provide 3 action items designed to help you make your employer brand stronger.
Employer branding - the art of effectively communicating an organization's talent strategies - requires a unique approach with the evolution of social media. Click through to see how organizations have simply leveraged their assets as talent magnets to attract quality professionals on LinkedIn.
See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Employee Value Propositions & Employer BrandingEngage Me
We answer the question, what is an EVP and Employer Brand? Outline your value offering to current and prospective employees and market your culture, to attract the best and right talent to your business.
Employee Value Proposition. How and why your EVP plays a critical role in you...N. Robert Johnson, APR
Companies with a clear and differentiated employee value proposition outperform their competitors. In this 30+3 Webinar, we take a quick look at ways to develop a clear and differentiated EVP.
In this webinar, LinkedIn's Dina Medeiros discusses the value of employer branding and how that can help you secure top talent.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Lately, the term ‘employer branding’ has flooded corporate vernacular. Every respectable company seems to be incorporating an employer branding strategy. Leaders are figuring out ways to push it up on their priority list. The race to be ‘the best place to work’ is getting crowded each day. Here are some of the best practises companies ought to undertake to establish a strong employer brand and hence attract the best talent to their company.
Building Your Employer Brand Strategy - Stacy ParkerSocialHRCamp
In this interactive mega-session Stacy will take participants through the process of building a social media employer brand
strategy. Workshop components include:
- Why is employer branding important?
- How does your employer brand strategy rank?
- 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
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.
You’ll learn how to:
- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy
#FIRMday London 2nd November 2017 'Moving from monologue to dialogue; how Cap...Emma Mirrington
Join Joanne Lee, Head of Recruitment, who will be looking at how Capco are using on-line group chat to engage with specialist scarce talent. Through peer-to-peer engagement Capco are building their brand within target markets and promoting the exciting work they’re doing and innovation they are bringing to the industry, without pushing a pure recruitment message.
Employer branding - the art of effectively communicating an organization's talent strategies - requires a unique approach with the evolution of social media. Click through to see how organizations have simply leveraged their assets as talent magnets to attract quality professionals on LinkedIn.
See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Employee Value Propositions & Employer BrandingEngage Me
We answer the question, what is an EVP and Employer Brand? Outline your value offering to current and prospective employees and market your culture, to attract the best and right talent to your business.
Employee Value Proposition. How and why your EVP plays a critical role in you...N. Robert Johnson, APR
Companies with a clear and differentiated employee value proposition outperform their competitors. In this 30+3 Webinar, we take a quick look at ways to develop a clear and differentiated EVP.
In this webinar, LinkedIn's Dina Medeiros discusses the value of employer branding and how that can help you secure top talent.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Lately, the term ‘employer branding’ has flooded corporate vernacular. Every respectable company seems to be incorporating an employer branding strategy. Leaders are figuring out ways to push it up on their priority list. The race to be ‘the best place to work’ is getting crowded each day. Here are some of the best practises companies ought to undertake to establish a strong employer brand and hence attract the best talent to their company.
Building Your Employer Brand Strategy - Stacy ParkerSocialHRCamp
In this interactive mega-session Stacy will take participants through the process of building a social media employer brand
strategy. Workshop components include:
- Why is employer branding important?
- How does your employer brand strategy rank?
- 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
Influencer Marketing is one of the fastest growing and most effective forms of marketing today, but only if you really approach it with a well thought out, functional plan. This presentations gives you the information you need to start out right in Influencer Marketing!
Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.
You’ll learn how to:
- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy
#FIRMday London 2nd November 2017 'Moving from monologue to dialogue; how Cap...Emma Mirrington
Join Joanne Lee, Head of Recruitment, who will be looking at how Capco are using on-line group chat to engage with specialist scarce talent. Through peer-to-peer engagement Capco are building their brand within target markets and promoting the exciting work they’re doing and innovation they are bringing to the industry, without pushing a pure recruitment message.
First Impressions: Candidate Attraction to ApplicationCielo
Combining a strong yet transparent employer brand with an easy and engaging application experience could give your organization the competitive edge it needs in a tight job market.
Learn data-based insights and tactical examples from CandE Award-Winning employers to help you improve the start of your own candidate experience.
Linkedin global recruiting trends report 2017Pierre Bernard
Why read this ?
In order to plan for the future, you need to understand where
you stand compared to your peers. The goal of this report
is exactly that -- to help talent leaders like you benchmark
against teams across the globe when it comes to the most
important recruiting metrics and trends.
About this survey
This report is based on the survey responses of nearly 4,000
corporate talent acquisition leaders across 35 countries. All
respondents are at the manager level or higher.
HR is the new Marketing; the future of Employer BrandingTEDxMongKok
Every candidate is a potential customer, and every customer is a potential candidate. It's no secret that candidates and employees are thinking and acting like customers. Job search behaviour has changed. Employee expectations have changed. HR can no longer think like recruiters, but think like marketers. Emma Reynolds shares insights on the changing candidate behaviour in an interactive presentation that will help you analyse the touchpoints in your recruitment experience and their impact on your employer brand.
L'Oreal Employer Branding and Employee Value Proposition (EVP)Link Humans
L'Oreal's new EVP launched in 2012 after a big listening exercise internally - based on 3 pillars: A thrilling experience, an environment that will inspire you & a school of excellence. Note: This is not Link Humans work, all L'Oréal - thanks to Dennis de Munck for this information.
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
Talent Brand: The Intersection of Talent Acquisition & MarketingRebecca Feldman
This presentation was used in a LinkedIn webinar that I led. It covers how to use traditional marketing principles and tools for building your talent brand strategy.
Unlocking Success: The Key Role of Employer Branding in Top Talent Recruitmentguptashubhangi00
his engaging and informative discussion delves into the various facets of employer branding and its profound impact on the success of recruitment strategies.
When Employer Branding gradually receives more attention from leaders, many businesses have been making efforts to utilize modern Marketing tools and approach new communications trends with an aim to effectively approach target talents.
How's about Word-of-Mouth Marketing? Talent Brand Vietnam had a great discussion with Mr. Robert Tran about the essential values of this tool applying to Vietnam labor market.
When #EmployerBranding gradually receives more attention from leaders, many businesses have been making efforts to utilize modern Marketing tools and approach new communications trends with an aim to effectively approach target talents.
How's about Word-of-Mouth Marketing? Talent Brand Vietnam had a great discussion with Mr. Robert Tran about the essential values of this tool applying to Vietnam labor market.
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1. Employer Brand Metrics and Analytics
Identifying the Right Measures, Linkages and Returns
on Your Employer Brand Marketing Investment
Richard Mosley – Global VP Strategy
@rimosley
2. Agenda
• The difference between campaign evaluation and brand evaluation
• Tracking employer brand perceptions through the full employment lifecycle
• Why quality of hire is the pivotal measure of recruitment marketing effectiveness
• Why measuring employer brand experience is critical to evaluating employer brand vitality
• Why talent analytics and data linkages are crucial to securing employer brand investment
3. Data analysis is officially sexy
“The sexiest jobs in the 21st Century
will be in data science”
Thomas Davenport and D.J. Patil, Harvard Business Review
4. Marketing Basics - The Musty Smell of Brand Decline
Marketing Brand Performance
Perception
Old fashioned
Old men’s aftershave
Sales
5. The Sweet Smell of Success
Marketing Brand Performance
Image
Contemporary / Hot
The scent of a real man
Sales
Fresh Campaign
More focused targeting
More compelling idea
More effective media
6. Three Key Types of Brand Measurement
Marketing Measures Brand Measures Performance Measures
How effective and efficient are your
marketing activities?
How well known and well regarded is
your brand?
How much impact does your brand have
on performance?
Targeting the right people
With the right messages
Through the right media
Triggering the right response
Brand awareness and familiarity
Brand engagement and advocacy
Brand perceptions / image / experience
Brand preference and loyalty
Sales premium & volume
Customer loyalty
Market share
Profitability
7. Three Key Types of Brand Measurement
Marketing Measures Brand Measures Performance Measures
How effective and efficient are your
marketing activities?
How well known and well regarded is
your brand?
How much impact does your brand have
on performance?
Targeting the right people
With the right messages
Through the right media
Triggering the right response
Brand awareness and familiarity
Brand engagement and advocacy
Brand perceptions / image / experience
Brand preference and loyalty
Sales premium & volume
Customer loyalty
Market share
Profitability
Campaign cost: $11.4 million
Campaign impressions: 1.4 billion
You Tube Views: 20 million in 3 days
(Launch ad now = 49 million views)
Brand engagement
Facebook interaction: + 800%
Sales growth: +100%
Market share: +5%
8. Campaign Measurement vs. Brand Measurement
Marketing Measures Performance Measures
How effective and efficient are your
marketing activities?
How much impact does your marketing
have on performance?
Targeting the right people
With the right messages
Through the right media
Triggering the right response
Brand awareness and familiarity
Brand engagement and advocacy
(BUZZ)
Sales premium & volume
Customer loyalty
Market share
Profitability
• There is a difference between campaign measurement, which tracks the immediate response to
marketing stimulus, and brand measurement.
9. Campaign Measurement vs. Brand Measurement
Marketing Measures Performance Measures
How effective and efficient are your
marketing activities?
How well known and well regarded is
your brand?
How much impact does your marketing
have on performance?
Targeting the right people
With the right messages
Through the right media
Triggering the right response
Brand awareness and familiarity
Brand engagement and advocacy
Brand perceptions / image / experience
Brand preference and loyalty
Sales premium & volume
Customer loyalty
Market share
Profitability
Brand Equity
Future value
(in addition to immediate
campaign effect)
• There is a difference between campaign measurement, which tracks the immediate response to
marketing stimulus, and brand measurement.
Companies like Apple have
significantly decreased their spend
on marketing as their brand equity
has increased.
10. Employer Brand Measurement
Marketing Measures Brand Measures Performance Measures
How effective and efficient are your
marketing activities?
How well known and well regarded is
your brand?
How much impact does your brand have
on performance?
EXTERNAL
Targeting the right people
With the right messages
Through the right media
Triggering the right response
EXTERNAL
Brand awareness and familiarity
Brand engagement and advocacy
Brand perceptions / image
Brand preference and loyalty
EXTERNAL
Quality / diversity of talent pool,
applications and hires
Conversion rate and premium
Cost per hire / time to hire
11. Employer Brand Measurement
Marketing Measures Brand Measures Performance Measures
How effective and efficient are your
marketing activities?
How well known and well regarded is
your brand?
How much impact does your brand have
on performance?
EXTERNAL
Targeting the right people
With the right messages
Through the right media
Triggering the right response
EXTERNAL
Brand awareness and familiarity
Brand engagement and advocacy
Brand perceptions / image
Brand preference and loyalty
EXTERNAL
Quality / diversity of talent pool,
applications and hires
Conversion rate and premium
Cost per hire / time to hire
INTERNAL
Candidate management
On-boarding
People management
INTERNAL
Employer brand experience
and perceptions
INTERNAL
Talent bench strength
Engagement and retention
Performance
Advocacy and referral
12. Clarifying your objectives
Performance
General objectives:
High quality, high engagement
Specific objectives:
Target Profile
Quality and diversity objectives
Key capabilities & culture fit
Current vs desired
Start Here
Unlike consumer marketing
you don’t want to attract everyone
13. Clarifying your objectives
Brand Performance
General objectives:
Compelling reputation and experience
General objectives:
High quality, high engagement
Specific objectives:
Employee Value Proposition
Define your desired brand associations
Core positioning and pillars
Specific objectives:
Target Profile
Quality and diversity objectives
Key capabilities & culture fit
Current vs. desired Current vs desired
Start Hereand Work Backwards….
14. Clarifying your objectives
Marketing Brand Performance
General objective:
Minimum spend, maximum impact
General objectives:
Compelling reputation and experience
General objectives:
High quality, high engagement
Specific objectives:
Marketing Mix
Define your strategy
The right content and media mix
Specific objectives:
Employee Value Proposition
Define your desired brand associations
Core positioning and pillars
Specific objectives:
Target Profile
Quality and diversity objectives
Key capabilities & culture fit
Current vs. desired Current vs. desired Current vs desired
Start Hereand Work Backwards….
15. Target Profile and Talent Pool
• Let’s first assume you’ve defined the kind of people
you’re looking for in terms of aptitude and culture fit
• They’re out there.
• You want to get their attention.
• Build a positive relationship with your brand.
• And ideally join and commit themselves to your
organization as high performing employees.
16. Assessing Your External Talent Pool and Brand Engagement Levels
• This target talent pool will have different relationships with your brand
• The stronger your employer brand the more likely your target talent are to consider you
• You need to clarify your starting point before you can assess your success
Actively engaged Unaware / Disengaged
17. Assessing Your External Talent Pool and Brand Engagement Levels
• The first step is to assess the current size, quality and level of engagement with your Talent Pool(s)
o ATS data / LinkedIn members and followers
Qualified candidates
Immediate talent pool: Active followers
Accessible talent pool: Accurate contacts
Total talent pool: e.g. estimated number of qualified engineers
18. Assessing Your Potential Talent Pool and Employer Brand Image
• Depending on the status and targeting objectives of your organization you can also commission
research among students to assess awareness, consideration, preference and brand image.
Innovation
Attractive/exciting products
Ethical standards
Financial strength
Prestige
Inspiring management
Market success
Fast-growing / entrepreneurial
Corporate Social Responsibility
Environmental sustainability
COMPANY A B C D E
AWARENESS
19. Assessing Your Potential Talent Pool and Employer Brand Vitality
• It’s more difficult / expensive to assess external image among the more general talent population.
• However, you might consider:
o Commissioning an ad hoc image survey focusing on key target groups
o Adding employer image questions to corporate / customer image surveys
o Adding image questions to your new joiner survey
20. Recruitment Marketing Effectiveness
• Identifying the content / media mix that will help you maximize the size and quality of
your talent pool, and build employer brand reputation and engagement
Increasing the number and quality of qualified candidates
Extending the reach of your immediate talent pool
Extending the size of your accessible talent pool
WHILE BUILDING BRAND REPUTATION AND ENGAGEMENT
21. Vendor Metrics
Conversion
(ATS)
Extended
Media Interaction
Initial
Media Interaction
Tracking to Hire
Recruitment Marketing Effectiveness - Campaign Measurement
• It is now possible to track media interactions between first campaign interaction (e.g. click-
through) and conversion to application / offer / hire
• Enables companies to estimate the cost per hire of paid media investments and the potential
role / influence of other owned and earned media
22. Recruitment Marketing Efficiency – Cost per Hire
STRATEGY SUMMARY - CAMPAIGN TO DATE
Type Cost Impressions Clicks
Started
Applications
Applications CPA Interest Offers COST PER HIRE
Ad Group 38,756.26 16,935,309 101,068 5,933 1,761 £22.01 151 24 1,614.84
Banner 21,962.14 4,699,786 45,493 4,461 1,749 £12.56 74 12 1,830.18
Blog £0.00 603 0 13 5 £0.00 0 0 -
Careers Page £0.00 0 7,612 1,491 600 £0.00 22 4 0.00
Email 27,115.22 330 11,298 1,595 631 £42.97 29 5 5,423.04
Job Posting 228,315.05 0 62,604 25,840 12,838 £17.78 872 103 2,216.65
Profile 290.03 0 142 46 18 £16.11 0 0 -
Skyscraper 183.99 562 3 0 0 - 0 0 -
Grand Total 316,622.69 21,636,590 228,220 39,379 17,602 £17.99 1,148 148 2,139.34
• A key indicator of marketing efficiency
• Cost per hire is a function of :
o content effectiveness (right message)
o media efficiency (right channel)
23. Recruitment Marketing Efficiency – Cost per Hire
• A key indicator of marketing efficiency
• However, CPH also depends on the underlying strength of the employer brand
o Marketing investment has a long term effect on cost per hire, in addition to the more immediate ‘transaction’
o LinkedIn research indicates that overall cost per hire is 50% lower among organizations with strong employer brands
o Strong brands
• attract more attention and response per campaign impression (more bang per buck)
• deliver higher levels of offer acceptance (brand preference in competitive bid situations)
• enable offer acceptance at lower salary premium (50% lower on average according to CEB research)
24. Recruitment Marketing Effectiveness – Hire Quality & Performance
• The ultimate goal, the most important measure and the most under-used
• The focus of more sophisticated talent analytics companies like Google and Phillips
• Generally a combination of:
o Hiring manager satisfaction
o First year attrition (indicating level of ‘fit’ & engagement)
o First year (or 2 year) performance rating
Media
Interaction
Conversion
Hire Quality &
Performance
Which marketing activities delivered the best quality hires?
Cost per hire?
Requires a
longer term
view
25. The Role of Employer Brand Expectations and Experience
• Since hire quality is determined by engagement (retention) and performance, it’s also essential to
evaluate employer brand expectations and experience as well as your content / media mix
Candidate
Experience
Media
Interaction
Conversion
Hire Quality &
Performance
On-Boarding
Experience
New Joiners’ Survey
Brand familiarity
Competitive set
Brand expectations
Setting brand
expectations
Reinforcing brand
expectations
Building brand
engagement
Engaged and
performing
Process evaluation
Gaps between
expectation and
experience
Process evaluation
Gaps between
expectation and
experience
Impact on retention
and engagement
26. Hire Quality, Brand Engagement and Experience
• The true long term strength and vitality of the employer brand depends on the employment experience
• Leading organizations increasingly developing an internal employer brand index to measure
o The consistency with which the organization is delivering on the employer brand promise / EVP
o Linkage between employer brand experience, employee engagement and business performance
Conversion
Sustained
Performance
On-Boarding
Experience
Employment
Experience
Candidate
Experience
Media
Interaction
New Joiners’ Survey Engagement Survey
Incorporating EB Index
Perceived delivery of the EVP /
Employer Brand Promises
27. Employee Engagement Survey (% FAVOURABLE) Year 1
We demonstrate a Passion for Excellence 75
We can make a personal difference 77
We work together to win 70
We make our company a fun place to work 64
We enable people to realize their full potential 51
Employer Brand Index Example – European FMCG
Yr 3
79 +4
85 +8
76 +6
71 +7
60 +9
Employer
Brand
Activation
EVPPillars
Employer Brand INDEX 75
Employee Advocacy (Recommend to others) 65
Employee Commitment (Intend to stay) 57
82 +7
74 +9
70 +13
28. Branches
Employer
Brand Index
Employee
Retention
Top 10% 10% -2%
10 - 20% 4% -1%
20 - 40% 3% -1%
40 - 60% -2% 1%
60 - 80% -4% 3%
80 - 90% -8% 5%
Bottom 10% -12% 5%
Equal to / greater than the median
Less than the median
Retention Linkage Example – Global Retail Bank
• LinkedIn found that employee turnover among
companies with a strong employer brand is 28% lower
on average than moderate to weak brands.
• The average cost of turnover replacement ranges from
90-200% of an employee’s average salary.
(Saratoga Institute).
• The Dutch retailer Ahold’s employer brand led approach
to engagement reduced employee turnover by
15% and saved 14 million Euros per year.
29. Branches
Employer
Brand Index
Employee
Engagement
Customer
Satisfaction
Sales
Performance
Top 10% 10% 13% 3% 35%
10 - 20% 4% 7% 2% 19%
20 - 40% 3% 6% 2% 10%
40 - 60% -2% -2% 1% 2%
60 - 80% -4% -6% -1% -11%
80 - 90% -8% -10% -2% -22%
Bottom 10% -12% -14% -2% -39%
Equal to / greater than the median
Less than the median
Performance
Correlation
Employer Brand Index
correlation with
0.45
0.41
Customer
Satisfaction
Sales
0.35
0.39
Customer
Satisfaction
Sales
Engagement Index
correlation with
Performance Linkage Example – Global Retail Bank
30. Talent Lifecycle and Linkages
• You need to be consistent across every link in the cycle to build a strong employer brand
The right content
through the right
channels to the
right targets
Reinforcing a
positive brand
image among all
applicants
Selecting and
converting the
very best
candidates
Ensuring joiners
feel they’ve
made the right
brand choice
Building brand
engagement,
loyalty and
advocacy
Conversion
High Quality
Talent &
Performance
On-Boarding
Experience
Employment
Experience
Candidate
Experience
Media
Interaction
THE
ULTIMATE
GOAL
Marketing Efficiency (cost per hire)
Employer Brand Marketing Effectiveness - strong reputation, talent quality, engagement and performance
31. Current State of Talent Analytics
• If you’re not there yet,
don’t despair.
• While many
organizations are
heading for the
summit.
• Most are still on the
lower slopes.
32. Key Take-outs and Recommendations
• You need to differentiate between (short term) campaign metrics and (longer term) brand
and performance metrics to establish a fully effective measurement dashboard
• Try and shift the focus from cost to value-add (hire quality, engagement and
performance)
• Consider New Joiner Surveys to better understand and improve:
o Brand expectations (are they aligned with your EVP?)
o Candidate and on-boarding experience (where are the gaps between brand expectations and
intentions?)
• Consider developing an Employer Brand Index to assess delivery against your EVP
• Think like a data scientist – explore linkages and analyse connections to build you
business case for the right future investment
34. And if you’re interested in reading more….
Now available for pre-order on Amazon
“A highly practical guide to a management discipline we take very seriously at McDonalds.
It’s also a highly enjoyable read, packed with stories and fresh ideas.
If you want to shake things up a bit, I suggest you buy this book”
David Fairhurst - Chief People Officer for McDonalds in Europe
“This book demonstrates how and why employer brand management
lies at the heart of the most effective talent strategies”
David Henderson – Chief Talent Officer – Met Life
“Highly informative and practical, this is the kind of book that breaks new ground
to really make a difference”
Kevin Lane Keller – Author of ‘Strategic Brand Management’
“By far the best documentation and analysis of current thinking
around the evolution of recruiting I’ve ever seen”
Gerry Crispin – Founder of CareerXroads
"A clear and compelling guide to building a distinctive employer brand
and the competitive edge you need to attract and engage the best available talent“
Simon Riis-Hansen - Senior Vice President, Executive HR
35. Richard Mosley is widely recognised as one of the leading
world authorities on employer brand development and
management. His first book, ‘The Employer Brand’ (Wiley)
published in 2005 has become a global best-seller, and the
sequel: ‘Employer Brand Management: Practical Lessons from
the World’s Leading Employers’, published by Wiley in
September 2014, tracks the evolution of the discipline over the
last 10 years, highlighting the latest best practices and trends
that are likely to shape the future of recruitment, employee
engagement and HR / talent management.
Richard’s thinking draws on over 25 years’ experience in both
brand management and HR consulting. Richard has led global
employer brand development projects for a host of leading
companies including Bacardi, BP, Coca-Cola, Ferrero, GSK,
HSBC, Lafarge, LEGO, L’Oreal, JTI, Met Life, Nokia-Siemens,
PepsiCo, RBS, Santander, Unilever and Verizon..
Richard is a regular key note speaker and chairman at
employer brand events around the world, and was recently
awarded by the Asia-Pacific HR Congress in Mumbai for his
contribution to Global HR Innovation.
e: richard.mosley@universumglobal.com Twitter
@rimosley uk.linkedin.com/in/richardmosley
We offer a full range of talent research services including
our annual Global Student and Young Professional
Surveys (1.3m participants in 54 countries), bespoke
employee surveys and internal / external focus groups
and depth interviews.
Our highly experienced global consulting team helps
clients develop effective employer brand strategies,
including EVP development, target group segmentation
and personas, and integrated internal / external activation
strategies.
We offer a range of communication solutions from career
site development (Gemini platform) and social media
campaigns to print collateral and on-campus display
materials. Our leading edge social media solutions utilize
our proprietary social engagement tracking tool – Iris.
We offer a range of measurement and tracking tools,
including both employer brand awareness and reputation
monitoring as well as more specific campaign
measurement tools.
Editor's Notes
In previous presentations we’ve tended to focus on campaign measurement, but we thought it would be useful to take a wider look at employer brand metrics and linkages which we believe to be equally important but generally receive less attention.
During this webinar I’d like to demonstrate the relationship between campaign measurement and other types of measure which we believe companies should also consider incorporating into their metrics dashboards.
To fully understand the all round strength and value of your employer brand you need to follow it through the full employment lifecycle from first awareness to full employee engagement and advocacy.
I’m going to be making the case for switching your attention from cost per hire to quality of hire, paying closer attention to brand experience and trying to make more use of data linkages to fully understand the role of the employer brand in driving value within the business.
Data analysis has become a sexier subject over the last few years. Thomas Davenport and DJ Patil recently claimed in HBR that the sexiest 21st century jobs would be in data science. You should note that they are data scientists themselves, in which case this may well be blatant self promotion. Alternatively, you might conclude that they ran the numbers and reached the solid data driven conclusion that data nerds are now officially sexy.
I’d like to start with the three categories I mentioned in the introduction. Old Spice like Data Science used to be thought of as rather musty, and decidedly unsexy.
Then came the refresh. There was a new marketing campaign – ‘The man your man could smell like’ -> which resulted in a surge in brand engagement and more positive brand perceptions. In turn this produced a surge in brand performance. In other words they started to sell a lot more product.
Of course marketing teams and their agencies generally claim success. Marketing people by nature are sunny side up kind of people. However, the money men who determine investment like to see the numbers, and the more diligent marketers also like to understand what has driven the success, so they can repeat it, and build on it.
For this you need three kinds of measure – Investments made in different kinds of marketing activity. Measures that help you to evaluate the effect of these activities on brand perception. And finally, the impact that these changes in brand perception have made on the business.
In Old Spice’s case, the campaign involved a significant financial investment. Unsurprising considering it was launched in a Super Bowl ad break. However, from a media efficiency perspective they hit gold as when the ad was posted on YouTube it generated more views in 3 days than Obama’s inauguration speech. It also generated significant levels of active brand engagement on Facebook and other social channels. And the ultimate brand engagement – product sales – rose sharply. This was truly the sweet smell of success.
In many respects what I have shown you is still campaign measurement. Awareness, brand engagement and advocacy are ‘buzz’ metrics. They can be shown to generate sharp spikes in sales activity, but the big question from a brand perspective is what about the long term effect. Once you remove the campaign stimulus – what is left behind in terms of lasting brand perceptions and brand loyalty?
What we are taking about here is brand equity - lasting perceptions of the brand (as opposed to the campaign) that will continue to deliver lasting value. Just think about Apple for a moment, a company that has generated an incredibly high level of brand equity. This means you seldom see advertising for new Apple products. It now takes very little to persuade people to buy apple products because they are already bought into the brand.
So, how does this translate over the employer brand measurement? Well, the marketing measures and brand measures are very similar. The difference is in the performance measures. The ultimate goal is not loyal and frequent purchasers, but high quality and highly engaged talent.
The other major difference is that there is a much bigger focus on measuring the brand experience. Your relationship with an aftershave is pretty simple. You either like the smell or you don’t. It either makes you feel fresh and manly or it doesn’t. It either finds favour among your target audience, or you make a change…
The important starting point is to be clear about what you’re aiming for. Your can’t measure whether you’re hiring and engaging the right people until you’ve defined what the right kind of talent means within your organization.
You also need to be clear about what you’d like people to associate with you as an employer and why. The one thing you most want to be famous for - your core positioning, and the other top of mind qualities you’d like to ensure are consistently associated with.
Everyone wants to be seen positively. Be an employer of choice. What are you promising that makes you different?
When you’re clear about who you want to attract and engage, and what you want them to think and feel, then it’s a lot easier to work out the kind of marketing content and media mix that will deliver on these objectives.
So starting with your target profile – it pays to define the kind of people you’re looking for in terms of ability and culture fit, the latter being more general, but in some respects often overlaps with general aptitude such as open-mindedness, tenacity, ability to work in a team etc.
It might of course include some key talent groups where technical ability is a key factor, such as engineers.
The kind of people you will have different existing relationships with your brand, from close affinity to unawareness, or worse, active disregard. What the evidence suggests is that the stronger your employer brand reputation, the more likely it is that your target talent will consider your company to be a potential employer. CEB’s research suggests that with similar levels of awareness a strong employer brand will be able to access at least 20% more of the available talent pool than weak employer brands.
It pays to estimate the current health of your talent pool, in order to judge the effect of your marketing efforts. Most companies have focused on the number of qualified candidates their marketing efforts produce, but you can’t really judge the wider value of your brand unless you look further.
The problem with these general external brand engagement figures is that it only addresses your general objectives – to be known and well regarded. It doesn’t tell you what you’re known for, and how this might compare with your key talent competitors. For those leading companies who target students this kind of data is available through providers like Universum and Trendence. For company A above, they clearly have some way to go if they want to compete for student talent on the basis of being an innovation-driven organization.
There are alternatives for mid-career talent, but they are generally more complex and expensive to administer.
Turning to marketing effectiveness – the immediate aim may be to generate a healthy flow of high quality candidates, but there are other broader, more long term objectives that should also be considered.
With the right software it is now possible to estimate not only the return of different media investments on applications and hires, but also the extended media interactions that may take place before an application is made. Through this kind of tracking you can now begin to evaluate the influence of your social media content on application and offer acceptance.
The key indicator for most employers evaluating marketing effectiveness is cost per hire – which is of course important when your budgets are limited – however, it only provides part of the picture.
Beyond the relative impact of different media, it’s also important to consider the wider effect of your employer brand on cost per hire.
While cost is important – the ultimate test of your marketing success is quality. It’s a bit like the Old Spice campaign. Generating a lot of buzz may generate a lot of trial purchases, but unless you’re building longer term repeat purchase and loyalty, then you’re failing.
The contribution of employer brand marketing to high quality talent and performance is clearly more complex than calculating cost per hire. There’s a lot more going on under the waterline than seeing an ad, visiting Facebook and making an application.
You need to understand people’s brand perceptions and expectations, the quality of their candidate experience, the effectiveness of the selection process and the success of orientation before you can adequately judge what’s driving your success or failure in attracting, engaging and retaining high quality talent.
Much of this information you can glean from a well constructed New Joiners Survey.
And don’t forget the longer term picture, beyond the first year. The true strength and vitality of your employer brand ultimately depends on the quality of your employment experience, and your consistent ability to deliver against your employer brand promises.
For this reason your employee engagement survey should be considered as a vital contributor to your employer brand metrics.
Let me give you a couple of examples..
The first shows a simple set of questions relating to the core positioning and pillars of a leading FMCG company. The employer brand index is simply the aggregate positive score derived from these 5 questions. In year 1 you can see the employer brand index is reasonably strong overall, but the figures also show relative weakness in two of the 4 pillars. Following 2 years of focused employer brand communication and targeted improvements in people management relating to the EVP you can see a marked improvement in perceptions of the EVP. You can also see how this has translated into much stronger employee advocacy and retention.
You can see a similar pattern here. In this case we are showing how different internal perceptions of EVP delivery (again measured by questions relating to each of the EVP elements) correlate with different levels of employee retention. The top 10% of all retail branches (with a 10% higher than average assessment of their employer brand experience) have a 2% lower than average employee turnover, and the bottom 20% have 5% higher levels of employee turnover.
When the same bank conducted linkage analysis across its retail estate it also discovered that the locations with the highest internal employer brand delivery scores also had the highest levels of customer satisfaction and sales. In addition it discovered that the correlation between high employer brand delivery scores and customer / sales performance were significantly higher than for employee engagement alone.
In summary, you should ideally be tracking employer brand strength across every step in the employment lifecycle from flirting to happy ever after.