The document outlines six key employer branding strategies essential for companies to become employers of choice, emphasizing the importance of candidate experience, job boards, career pages, corporate social responsibility, recruitment marketing, and accolades. It highlights findings from various reports, indicating that a strong employer brand significantly influences hiring success and retention. Additionally, leading companies are noted for their effective practices in these areas, underscoring the need for organizations to proactively manage their reputation and engage with potential candidates.

1. BECOME AN EMPLOYER OF
CHOICE BY INVESTING IN THESE
6 KEY EMPLOYER BRANDING STRATEGIES

2. JOHN WILSON, CEO AT WILSONHCG
John Wilson is the founder and CEO of WilsonHCG, a top global recruitment process outsourcing
(RPO) and human capital consulting firm headquartered in Tampa, Florida. He has spent more than a
decade building WilsonHCG into a premier global RPO provider that’s bringing innovation to the
industry. John has pioneered redefining the RPO model, which is focused on building better companies
and directly impacting its clients’ bottom lines through a customizable recruitment solution with
value-added services. John is an expert on hiring, motivating and retaining gen Y employees, and has
advised Fortune 500 companies on their emergence in the workforce.
KELLY PAYNE, DIR. OF CLIENT SERVICES & IMPLEMENTATION AT GLASSDOOR
Kelly Payne is the Director of Client Services & Implementation at Glassdoor. In this role, Kelly helps
shape Glassdoor’s employer products and strategies to best deliver results for our clients. The Client
Services department works closely with our Sales and Account Management divisions to provide
clients with all levels of service and support – from implementation and set up to evaluating successes
and ROI. Kelly frequently speaks as an industry expert on recruitment advertising, employer branding,
job seeker behaviors and customer relationship management. Kelly brings over 10 years of B2B
experience, with specific focus on employer branding, pay-per-click advertising, recruiting, SEO & SEM
and campaign management.
INTRODUCTIONS: JOHN WILSON AND KELLY PAYNE
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3. FOLLOW THE CONVERSATION ON TWITTER
#EBreport15
#EBreport15

4. THE CURRENT STATE OF EMPLOYMENT BRANDING
As the latest LinkedIn Global Trends survey indicates, 75% of recruiters
say that the employer brand has a significant impact on hiring success.
Source: LinkedIn Global Trends Survey
75%
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5. 2015 REPORT OVERVIEW
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JOB BOARDS – 7 PTS.
Your brand profile on popular and specialist job boards is
important to ensure candidates are aware of you.
CAREER PAGES – 13 PTS.
Your website career pages should be easily accessible,
regularly updated and provide relevant information.
SOCIAL RESPONSIBILITY – 14 PTS.
Candidates value corporate social responsibility such as
veteran recruiting, green initiatives and diversity programs.
RECRUITMENT MARKETING – 20 PTS.
Job descriptions, company culture blogs, social media,
and email campaigns all contribute to employer brand.
CANDIDATE EXPERIENCE – 21 PTS.
Peers share feedback on their hiring process experience,
and employees review their employment experience.
ACCOLADES – 25 PTS.
Being recognized as a standout employer by renowned
top employment lists proves credibility.
VIEW THE FULL REPORT AT
WWW.WILSONHCG.COM/EBreport

6. CANDIDATE EXPERIENCE

7. CANDIDATE EXPERIENCE OVERVIEW
of HR practitioners surveyed understand the importance of a positive candidate
experience during the recruitment process, but many are not taking proactive
steps to ensure it is happening.
Source: CEB Global Assessment Trends Report, 2014
70%
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8. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
20 OUT OF 21 POINTS
LEADING INDUSTRIES

9. CANDIDATE EXPERIENCE TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Evaluate experience
you provide to
first-time candidates.
Take ownership
of managing your
reputation.
Implement efficient
hiring process that
drives engagement.

10. JOB BOARDS

11. JOB BOARDS OVERVIEW
of recruiting leaders surveyed for LinkedIn’s 2015 Global Recruiting Trends report,
indicated job boards still produce the highest quality of hires.
Source: LinkedIn Global Recruiting Trends report
74%
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12. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
7 OUT OF 7 POINTS
• J.P. Morgan Chase &
Co
• Kroger
• Wells Fargo
• International Paper
• Danaher
• Chubb
• Marsh & McLennan
• Praxair
• Ameriprise Financial
• Sherwin Williams
• CBRE Group
• NiSource
• Kelly Services
LEADING INDUSTRIES

13. JOB BOARD TAKEAWAYS
#EBreport15
TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Utilize mainstream and
niche job boards for
brand presence.
Track where your top
candidates are
coming from.
Include company
culture in job
board profiles.

14. CAREER PAGES

15. CAREER PAGE OVERVIEW
of global talent leaders believe they’re not doing a great job of tracking
ROI on sources of hire.
Source: LinkedIn Global Recruiting Trends report
64%
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16. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
13 OUT OF 13 POINTS
• Exxon Mobil
• General Electric
• UnitedHealth Group
• Wells Fargo
• Target
• Comcast
• Google
• Coca-Cola
• Walt Disney
• Goldman Sachs Group
• Deere & Company
• Sears Holdings
• Tyson Foods
• 3M
• Travelers Cos
• Eli Lilly
• Xerox
• Kimberly-Clark
• Nucor
• General Mills
• ConAgra Foods
• Whole Foods Market
• Textron
• Air Products & Chemicals
• Mosaic
• MasterCard
• Charter Communications
• Avis Budget Group Visteon
• Jarden
• American Family Insurance Group
• Symantec
• CH2M Hill
• Spectra Energy
LEADING INDUSTRIES

17. CAREER PAGE TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Partner with creative
team to optimize
content and visuals.
Include employee
testimonials, core
values and culture.
Intuitive navigation
and accessible
contact options.

18. CORPORATE SOCIAL RESPONSIBILITY

19. CSR OVERVIEW
of global online consumers across 60 countries say they are willing to pay more
for products and services provided by companies that are committed to positive
social and environmental impact.
Source: The Nielsen Global Survey on Corporate Social Responsibility
55%
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20. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANY
12 OUT OF 14 POINTS
LEADING INDUSTRIES

21. CSR TAKEAWAYS
#EBreport15
TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Match CSR programs
with organizational
initiatives.
Encourage employees
to head CSR
committees.
Share CSR efforts
on social media and
career page.

22. RECRUITMENT MARKETING

23. RECRUITMENT MARKETING OVERVIEW
of surveyor’s indicated they believe recruiting will become more like
marketing in the next 5-10 years.
Source: LinkedIn’s 2015 Global Recruiting Trends report
46%
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24. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
19 OUT OF 20 POINTS
LEADING INDUSTRIES

25. RECRUITMENT MARKETING TAKEAWAYS
#EBreport15
TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Tie in recruitment
marketing efforts to
consumer brand.
Empower all
employees to help
drive company vision.
Ensure a consistent
message across all
platforms.

26. ACCOLADES

27. ACCOLADES OVERVIEW
of jobseekers would not take a job with a company that had a bad reputation,
even if they were unemployed.
Source: Glassdoor
69%
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28. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
21 OUT OF 25 POINTS
LEADING INDUSTRIES

29. ACCOLADES TAKEAWAYS
#EBreport15
TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Prioritize accolades
based on
organizational goals.
Encourage individual
distinctions and
recognitions.
Include awards on
employment
collateral.

30. EMPLOYMENT BRANDING IN 2015 TAKEAWAYS
#EBreport15
EMPOWER. MARKET. ENGAGE.

31. Questions!