The document discusses the importance of employer branding for attracting and retaining talent. It notes that companies spend significant resources on consumer branding but less on employer branding. A strong employer brand drives applications, engagement and retention while reducing costs. The document outlines strategies for building an effective employer brand including understanding target audiences like Millennials, optimizing the employee value proposition, using stories and social media to engage candidates, and empowering existing employees to act as advocates.

1. Give your Employer
Brand a kick start!

2. TOPICS FOR TODAY…
1) Employer branding – what is it, why is it
important?
2) How can we build a strong employer brand?
3) What are the secret weapons of employer
brand strategy?

3. What is Employer Branding?

4. • Drive applications
• Increase employee engagement, commitment
and retention
• Build employer of choice status
• Contribute to positive perception of the broader
corporate brand
• Save on recruitment costs
• Reduce time to hire
• Build and engage a talent pool
• Lower salary expectations for new hires
• Encourage employees to act as brand advocates
A STRONG
EMPLOYER BRAND
SHOULD:

5. We know branding is critical to
business success…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.

6. Branding is also critical to recruitment
success…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.

7. We are approaching the age of the
Millennial…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
Millennial candidates will make up 50% of the
global workforce by 2020.
(PWC Millennials at Work: Shaping the Workplace 2014)

8. Candidates are acting like
customers…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
Candidates research an average of 18
different sources before applying for a job.
(CareerBuilder Candidate Behaviour Study 2015)

9. The balance of power has shifted…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.

10. Recruiters need to act like marketeers…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.

11. Every employer has an employer
brand…
93% of CEOs recognise the
need to change their strategy
for attracting and retaining
talent.
(PwC 17th Annual Global CEO Survey 2014)
Don’t leave it up to
Glassdoor!
Only 61% have acted on
this plan.
(PwC 17th Annual Global CEO Survey 2014)

12. How do we build a great employer
brand?
Understand our
target audience
Adopt a marketing
mindset with cutting-
edge
communication
Optimise the
Employee Value
Proposition

13. Understanding Millennials…
Born between the early 1980s and the early
2000s:
• Friendly, open-minded, intelligent
• Motivated by entrepreneurial workplace
• Socially aware and motivated
• Need to trust leadership
• Not promoters of professional stagnation
• Self-centric
• Digital personalisation drives them forward

14. Understanding Millennials…
Millennials want
more than just a job.
Work is a part of their
lifestyle.

15. Optimise the Employee Value
Proposition…
1. An
organisation’s
EVP needs to
address the
wants and
needs of the
target markets
for key roles.
2. A solid EVP
should be:
• Attractive
• True
• Credible
• Distinct (!!)
• Sustainable
3. Identify
internal stories
that support
your EVP.
4. Localise the
EVP to it makes
sense for
different target
groups.

16. So how do we engage our target
candidates?
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.

17. Why tell stories?
Consumers buy an experience, not a product.
Candidates join cultures, not companies.
Candidates can picture themselves
working for your company.
Stories showcase culture in an authentic way.

18. Stories are…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
• Sticky
• Relevant
• Emotionally compelling
• Capable of resonating with us on a far deeper level

19. Storytelling channels…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
• Career Websites
• Career Videos
• Recruitment
Advertising
• Social Media
• Online Talent
Communities

20. Storytelling channels…
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
• Employees now have more
credibility than executives
• Peer to peer
• Social media makes it easy to
share

21. How can we stand out?
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
Connect employee
ambassadors with
candidates

22. How do we turn employees into
advocates?
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
1) Engage existing
employees
• Companies with high
engagement have 4 x the
earnings per share
• But only 31% of employees
are engaged
(Gallup US Employee Engagement 2014)

23. How do we turn employees into
advocates?
Companies spend an average of 10%
of their annual revenue on branding
activities.
(Gartner CMO Spend Survey 2014)
50% of companies planned to increase that
allocation in 2015
(Gartner CMO Spend Survey 2014)
Large companies spend billions to
achieve positive brand perceptions
with consumers.
2) Provide tools and
channels to share

24. Let’s wrap up…
Engage with great storytelling
Adopt a marketing
mindset
Create employee
advocates to amplify your
messages

25. Special offer for webinar participants…
Free employer branding needs analysis:
• EVP review
• Employer Branding project plan (summary)
Email:
brooke.chapman@employmentoffice.com.au