Employer branding for Hiring Talent

TWE Solutions Pvt. Ltd
©EnablingWorld2020
Employer Branding  
www.enablingworld.com 1
Webinar
3rd March 2021
Strategic tool for Candidate Attraction and hire better Talent

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What is Employer Branding ?
Use the text chat to share your responses

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What is Employer Branding ?
▪ Every company has a reputation. It could
include thoughts about your products, services,
leaders, team members, history, and more.
That reputation is known as your brand, and it
can be a powerful, mysterious, and synergistic
force.
Employer branding is the process of managing
and influencing your reputation as an employer
among job seekers, employees and key
stakeholders. It encompasses everything you do
to position your organization as an employer of
choice.

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Employer Branding Questions to Ask ?
▪ Why would someone want to work for you ?
▪ Are your managers and recruiters equipped to
deliver the brand experience ?
▪ What is the perception employees and
candidates have about your employer brand ?
▪ What percentage of employees would
recommend your company as a great place to
work ?
▪ 95% of candidates identify reputation as a key
factor when considering a new job.
▪ A strong employer brand can reduce your cost
per hire by 50% and increase the number of
qualified applicants by another 50%.
▪ Companies with strong employer brands
average 28% less turnover.
▪ 60% of job seekers have had a poor candidate
experience, and 72% of them went on to share
their experience online.
▪ To make up for poor employer brand,
companies must offer a 10% pay increase to
attract top job seekers.

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What are CEOs Top Concerns ?

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What Job candidates look for ?

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Impact on Candidate Attraction

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Employer Branding Challenges

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Process

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Different Components of Employer Branding

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Employer Branding Materials to Research
Checklist to audit your talent brand materials
Official
Public
• Corporate website
• Graduate recruitment materials
• Recruitment advertising
• Live event materials
• Company and Career Pages on LinkedIn
• Official presence on other social platforms
Private
• Direct communications with candidates and alumni
• Company intranet
• Training and development materials
• Performance management process
Unofficial
• Employee exit interviews
• Employee LinkedIn profiles
• Activity on other social media platforms
(e.g., Twitter, Facebook, YouTube, Flickr)
• Other online discussion forums (e.g., blogs, LinkedIn Groups, rating sites like Glassdoor)

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8 ways to Build your Brand

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Invest in Careers Webpages

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Define the Employer Brand  
Developing the Employer Value Proposition (EVP): 
• Get buy-in from senior leadership 
• Solicit feedback from employees 
• List the 5 key ingredients that make up your employer brand
• Define “Why Work for Us?”
• Connect EVP with goals to attract the right audience

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Define EVP
Before you finalize your employer brand proposition you
should ask yourselves the following questions.
•Is it sufficiently aligned with the corporate and/or customer
proposition?
•Is it credible?
•Would current employees recognize the underlying truth of
the claim?
•Could you provide tangible evidence to substantiate the
claim?
•Is it relevant and compelling?
•Does it strike the right emotional chord with both your
internal and
•external target audiences?
•Does it differentiate you from your most immediate
competitors?
•If the answer is ‘yes’ to all of the above, then you are likely
to have a winning proposition.

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Visual Branding
Tips for Visual Branding: 
• Use authentic photos and videos 
• Make your culture shine 
• Empower your employees to participate
Empower Employees
• For companies struggling to establish their visual brand, here’s a fun activity that can
help. Ask employees to take photos of what the company means to them. Most
employees have phones with cameras on them. The results will be interesting, valuable
and eye- opening.

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Some Great examples
Top 5 Employer Branding Videos:
•Apple
•Ernst & Young
•Google
•Intel
•Accenture
•90% of Internet traffic is video content. We prefer to click
“play” instead of reading a story.
•50% of mobile traffic comes from viewing videos.

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Be Authentic , use Storytelling techniques
8 Tips for Creating a Stellar Employer Branding Video:
• Define Your Objective 
• Define Your Audience and Channels 
• Segment Your Messaging 
• Be Authentic 
• Use Your Own People 
• Keep It Short and Focused 
• Use Stories to Communicate the Company’s Message • Use
Visual Techniques

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Offer Great Candidate Experience
Optimize the Candidate Application
Experience
• Ensure the Candidate Application Experience
• Is Seamless. Candidates expect online job applications to
be simple and straightforward. If you make it difficult to
apply, it reflects poorly on your company
• Candidates Get the Wrong Impression When 
• The application process feels disconnected. Application is
cumbersome or hard
to navigate.
• Checklist to Selecting an Applicant Tracking
System (ATS): • Features that allow job seekers to easily
apply and share jobs 
• Social and mobile integration 
• Reporting and tracking capabilities

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Employees as Brand Ambassadors
Turn Employees into Brand Ambassadors
• Ensure employees at all levels can communicate the employer brand
• Communicating Employer Brand: Keep it Simple
• Creating Brand Ambassadors: The Employer Brand as an Emotional Experience

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Have a catchy Tagline
Best Examples!
•Career opportunities (Morgan Stanley: ‘Strides not steps’)
•Personal growth (AstraZeneca: ‘Space to grow’)
•Freedom (Orange: ‘Go where you want to go’)
•Global reach (Baker & McKenzie: ‘Expand your horizons’)
•Challenge (Army: ‘Be the best’ and P&G: ‘A new challenge
every day’)
•Creativity (BAE systems: ‘Platform for innovators’)
•Cutting edge technology (Airbus: ‘Setting the standards’)
•Inherent value (GSK: ‘Together we can make life better’)
•Spirit (Diageo: ‘If we could we’d bottle it’)
•Confidence (Slaughter and May: ‘Look forward in
confidence’)
•Intelligence (WPP: ‘Ambidextrous brains required’)
•Intrigue (MI5: ‘For a life less ordinary’)
•Sector appeal (Arcadia: ‘Are you cut out for fashion?’)
•The total package ( JP Morgan: ‘The 360° career’)

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Execution Steps
Leadership buy in - Get a team together , Involve staekholders and Get buy in
Brainstorm ideas. Get a team together and brainstorm big-picture ideas for blog titles,
recruitment marketing campaigns, video production and careers page improvements.
Consider budget. Creating compelling content takes time and money, but the investment will pay
off in the long run. Focus on driving success for one project at a time. If you take on too much
too quick, your strategy may lose credibility and funding.
Distribute tasks. Now that you’ve established a master plan, divvy up the work to appropriate
managers who will further delegate as needed.
Set deadlines. Make sure everyone’s calendars are synced and people are held accountable for
their content deadlines.
Adjust as needed. Are you catching on to this theme? Employer branding strategy is not stable.
It is forever in flux, and by staying ahead of the trends you’ll find the best people before they
even start looking for jobs.

©EnablingWorld2020
Measure the Impact
Monitor and Measure Your Effectiveness
Demonstrate value through measurement
• Retention Rate 
• Employee Engagement • Cost Per Hire 
• Quality of Hires 
• Number of Applicants

Employer branding for Hiring Talent

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