Walk-thru for conducting an employer branding audit and what's important to focus on when building a brand

1. Self-Audit Your Employer
Brand and Your
Competition’s
TAG Recruiting
@alexputman

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

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

12. external audit
career site
social
seojob boards
review
sites

13. career site
• Create a list of top competitors
• Identify a mimic company, someone you admire
https://www.facebook.com/careers
https://www.airbnb.ca/careers
http://www.careers.jnj.com
• Pull up your career site
• 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:

14. 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 @wearecisco

15. search engine optimization
• Open Google and search“ working at ____” “jobs at ____”
• Audit each site on the first 3-5 pages of search
• 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

16. 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

17. 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

20. 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

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

22. 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

23. 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

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

26. indeed branded page
Apple
https://www.indeed.com/cmp/Apple
Oracle
https://www.indeed.com/cmp/Oracle
Thermo
https://www.indeed.com/cmp/Thermo-Fisher-Scientific
Tenable
https://www.indeed.com/cmp/Tenable-Network-Security-Inc.
American Airlines
https://www.indeed.com/cmp/American-Airlines

27. 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

28. 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 ____?”

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

31. 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

32. 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

33. 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”

35. Alex Putman
678-557-0469
alex@hellosplice.com
alexputman1 hellosplice.com@alexputman