Employer Branding has come a long way since the time resumes had to be hand-delivered by candidates to apply for a job. No wonder it has grown from being a luxury to a necessity for recruiters. This presentation will address the following areas of the hiring cycle: Get Leadership Buy-in Determine Stakeholders and Their Roles Define the Strategy & Investment Develop the Employee Value Proposition Communicate the Message - Leverage the Right Channels Create Employee Brand Ambassadors Measure and Assess the Brand For more info: www.hackerearth.com/recruit

1. 1

2. Strategies for
Employer
Branding

3. Relevance
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4. Employer Brand
• An employer brand is defined as the perception of the organization as a
great place to work by both current and potential employees.
• An employer branding program includes strategies for enhanced talent
attraction, engagement and retention to strengthen an organization’s
employer brand. Your employer brand sets you apart from other
companies competing for the same talent.
• In short, it is the organization’s reputation as an employer.
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7. Why is it important?
• Employer Brand differentiates from the competition
• It lowers the cost to attract candidates
• If not managed, others will!
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9. Brand Essentials
• Insight
• Focus
• Differentiation
• Benefits
• Continuity
• Consistency
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10. Get Leadership Buy-in
• Get the CEO on your side
• Top management buy-in
• Top Brand companies involve more departments and other groups in
promoting the employer brand.
• Win Friends and Influence People: The More Buy-in, The Better
Earning
• Some Tips on HOW to get buy-in
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11. Key Sponsor of Employer Brand Total Top
Brands
Other Brands
CEO/President 34.3% 44.5% 25.1%
Non-CEO Executive Team Members 18.4% 17.7% 18.8%
Human Resources Department 21.2% 18.9% 23.6%
Talent Acquisition Function 7.5% 1.8% 12.6%
Marketing 6.1% 4.9% 6.8%
Others 12.5% 12.2% 13.2%
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12. Determine Stakeholders and Their Roles
Appoint an Influencer for Your Employer Brand Program
Indirect External Partner Benefit: Overcoming the HR / Marketing / Talent
Acquisition Impasse
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Use of Outside Partners When
Promoting Employer Brand
Total Top
Brands
Other
Brands
We manage our employer brand internally. 57.9% 51.1% 62.2%
We mostly manage our employer brand
internally, but also use outside partners when
needed.
39.1% 44.4% 34.6%
We manage our employer brand by using
outside partners
3.7% 4.4% 3.2%
Use partners at all (Net) 42.8% 48.8% 37.8%
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14. Define the Strategy & Investment
Employment brand strategy
Preliminary questions to ask!
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Rating of How Well Defined
Employer Brand is in the
Organization
Total Top Brands Other Brands
Net (Defined well) 49.4% 79.0% 26.5%
Defined very well 13.4% 29.0% 1.5%
Somewhat fairly well 36.0% 50.0% 25.0%
Neutral 23.4% 17.0% 28.7%
Defined very little 18.4% 3.0% 30.1%
Not at all defined 8.8% 1.0% 14.7%
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15. Get Inputs
Both internal and external feedback must be taken into consideration when
defining the employer brand.
• Get both Positive & Not so Positive views!
Internal
• Employee opinion surveys
• New hire surveys
• Informal employee meetings
• Exit interviews
External
• Employee reviews
• CEO rating
• Company rating
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16. 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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17. Documented Employer Brand Strategy Total Top
Brands
Other
Brands
We have some broad guidelines we follow, but
not a documented strategy
43.1% 46.3% 40.8%
We have no documented strategy and manage
our employer brand based on changing needs.
33.0% 21.5% 42.8%
We have a clearly defined strategy that is
documented.
23.9% 32.2% 16.4%
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18. Develop the Employee Value Proposition
Building blocks for an authentic employer brand
Empty Promises: Don’t Fail the Employer Brand
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20. 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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21. Bring It to Life with Photos and Videos
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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22. 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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23. 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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24. Propagate the Message
• Leverage the right channels
• Multi-channel approach
• Leveraging social channels to promote your employer brand
• Don’t forget industry associations
• Social media: be deliberate, be spontaneous
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26. Embrace Mobile and Social
• Social and mobile recruiting are a must for a company’s employer
brand strategy.
• Over 90% use a mobile phone for recruiting
• Over 90% are using social media for recruiting
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27. Most Used Social Networking Sites Total Top Brands Other Brands
LinkedIn 77.9% 77.2% 78.5%
Facebook 69.4% 74.6% 63.9%
Twitter 51.9% 56.1% 46.5%
YouTube 24.0% 27.2% 20.8%
Blogs 19.8% 21.1% 18.8%
Forums 17.8% 18.4% 15.3%
Pinterest 5.0% 7.9% 2.8%
College feed 2.7% 4.4% 1.4%
Tumblr 1.2% 1.8% 0.7%
Others 14.0% 12.3% 15.3%
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28. 3rd Party Validation Is Key
• Industry Associations
• Local Community Events
• Media
• Chambers of Commerce
• Awards
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29. Craft a Powerful Job Description
5 Tips to Crafting a Powerful Job Description:
• Don’t Try to Re-Invent the Wheel with Your Job Title
• Use Relevant Keywords to Help SEO
• Make Your Job Descriptions Standardized & Concise
• Give Job Seekers a Full Picture of the Role
• Alter the Mission Statement to Target Candidates
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30. 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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31. 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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32. Top 5 Initiatives to Promote
Employer Brand Internally
Total Top Brands Other
Brands
Employee events 66.4% 80.6% 53.4%
Company intranet for employees 60.7% 60.2% 61.1%
Presentations by senior leaders 60.3% 69.4% 51.1%
Emails 59.0% 60.2% 55.7%
CEO communications 50.7% 57.1% 44.3%
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33. Build a Candidate Pipeline
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Employees’ Role in Promoting the Employer Brand
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34. Monitor and Measure Your Effectiveness
Demonstrate value through measurement
• Retention Rate
• Employee Engagement
• Cost Per Hire
• Quality of Hires
• Number of Applicants
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Measure ROI of Employer Brand
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36. Some Answers to Important Questions in
assessing one’s Employer Brand
• 1. Reputation as an employer
• What is unique about your offer to good people?
• Expect a decisive and research-based reply.
• Your alumni? Can you name people who have left you and gone on to great
success?
• Expect names. All good employers should be great springboards.
• What is your conversion rate of offers to acceptance?
• A good answer is 75%
• 2. Leadership
• 3. Communications
• 4. Values
• 5. Employee Relations
• 6. Compensation
• 7. Staff Turnover
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37. 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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