How to Create an Awesome Employer Brand
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This document discusses employer branding and employment brands. It provides statistics on Glassdoor usage and growth. The document defines employment branding as influencing perceptions of a company as a place to work through strategy and actions. It stresses that employees and candidates help shape the employment brand and discusses measuring branding efforts through costs, quality of candidates, and benchmarking tools. The document also includes polls to engage participants on their employment branding practices and provides examples of strong employment brands.
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How to Create an Awesome Employer Brand
- 2. APPROVED FOR 1.0 HRCI RECERTIFICATION CREDIT #BLOGGING4JOBS ! ! ! ! ! ! ! HRCI program number sent to you via email upon program completion. !
- 3. OUR SPONSOR: WHY GLASSDOOR? 48% job seekers in US use Glassdoor when searching for jobs Reviews 3.3 “Opportunity like nowhere else” Pros Good opportunity to learn a lot Work-‐life balance Cons can be tough Salary Software Dev Engineer 107k (1,448 Salaries) 80% Approve Amazon.com Company Benefits Stock & Health “Exceptional benefits package. Great stock and health options” Interview Questions Sales Representative “Make sure to research companies growth strategy” 3.5k Reviews #BLOGGING4JOBS 3
- 4. FASTEST GROWING CAREER SITE 23,000,000+ Unique Users Worldwide 70% 60% 50% 40% 30% 20% 10% 0% Unique Users Mobile Users Content #BLOGGING4JOBS Job Clicks Visits 76% 66% 176% 141% 84% -‐10% Jan Feb Mar Apr May Jun
- 5. CLIENTS ACROSS INDUSTRIES & SIZES #BLOGGING4JOBS Company Size Tech Finance Healthcare Retail Media + -‐
- 6. WHAT IS AN EMPLOYMENT BRAND? • Your EMPLOYMENT BRAND is what people say and think about your organization as a place to work. It’s the perception of employees, job seekers, and the public.! #BLOGGING4JOBS
- 7. WHAT IS EMPLOYMENT BRANDING? • EMPLOYMENT BRANDING is the strategy and actions behind influencing internal and external perceptions, and amplifying EVP messages. It is a long-term strategy that can be tied to applicant quality and employee retention. ! #BLOGGING4JOBS
- 8. #BLOGGING4JOBS POLL QUESTION - #1 • What size is your organization? ! – Under 250 "" – 251-2,000" – 2,001-15,000" – 15,001-50,000" – 50,001+"
- 9. #BLOGGING4JOBS OUR PANELISTS Jessica Miller-Merrell" @jmillermerrell" Carrie Corbin" @thecarriecorbin" Shannon Smedstad" @shannonsmedstad
- 10. WHAT IS AN EMPLOYMENT BRAND? #BLOGGING4JOBS
- 11. #BLOGGING4JOBS POLL QUESTION - #2 • Who owns your employer brand? ! – The Recruiting Team" – Marketing" – Employees" – Candidates" – I Don’t Know "
- 12. YOU DON’T OWN YOUR EMPLOYER BRAND Only 36% of HR departments manage the employment brand! #BLOGGING4JOBS Source: EBI 2014 Survey http://b4j.co/ebi2014survey" "
- 13. EMPLOYMENT BRAND ROAD MAP #BLOGGING4JOBS
- 14. RESEARCHING YOUR EMPLOYMENT BRAND • Ask Employees! • Poll Candidates! • Invest in Research Outside the Org ! • Evaluate Your Marketplace ! #BLOGGING4JOBS
- 15. YOUR EMPLOYMENT BRAND UNIVERSE #BLOGGING4JOBS
- 16. #BLOGGING4JOBS POLL QUESTION - #3 • What does your employment brand messaging say? ! – Apply Here" – Run Away" – Lots of Things " – We Don’t Know Who We Are " – We Are SOOO Awesome " "
- 17. EMPLOYMENT BRAND EXAMPLES - #TEAMAMTRAK #BLOGGING4JOBS
- 18. EMPLOYMENT BRAND EXAMPLES - #ADOBELIFE #BLOGGING4JOBS
- 19. EMPLOYMENT BRAND EXAMPLES - AHA #BLOGGING4JOBS
- 21. #BLOGGING4JOBS POLL QUESTION - #4 • How do you measure brand & link to your marketing efforts? (Select More Than 1) ! – Cost of Hire " – Likes/RTs/Followers" – Candidate Quality" – Not Sure" – Benchmarking "
- 22. #BLOGGING4JOBS MEASURING • Source ! • Social Benchmark Tool ! • LinkedIn’s Talent Brand Index ! • Glassdoor ! • Google Analytics & Trends !
- 23. #BLOGGING4JOBS POLL QUESTION - #5 • How do you track and measure your source to hire? ! – ATS Self Select" – Tracking Tags or Cookies" – We Don’t" – Excel Spreadsheet" – Pixel Tracking "
- 24. SOCIAL BENCHMARK MONITOR #BLOGGING4JOBS Source: www.socialrecruitmentmonitor.com/"
- 25. GREAT TECH RESOURCES – LINKEDIN & GLASSDOOR #BLOGGING4JOBS
- 26. #BLOGGING4JOBS GOOGLE ANALYTICS • Source" • Bounce Rate" • Time on Page/Site" • Device Type" • Diversity " • Trends"
- 28. #BLOGGING4JOBS POLL QUESTION - #6 • How much do you spend on your employment brand efforts? !! – $1-25,000" – $26,000-100,000" – $100,001-200,000" – $200,001-500,000" – $500,00+"
- 30. #BLOGGING4JOBS KEY TAKEAWAY • Invest in the employer brand or be left behind. ! • Real data define real outcomes & measures as part of an overall strategy. ! • Start small and use your research to guide you. !
- 33. #BLOGGING4JOBS LEARN MORE ABOUT . . . • Shannon Smedstad www.b4j.co/ssmedstad! • Carrie Corbin www.b4j.co/ccorbin! • Jessica Miller-Merrell www.b4j.co/jmillermerrell! ! Resources: EBI 2014 Survey http://b4j.co/ebi2014survey; Employment Branding Road Map http://b4j.co/mapmybrand; 6 Great Employment Brands http://b4j.co/6greatemployerbrands " " " "
- 34. APPROVED FOR 1.0 HRCI RECERTIFICATION #BLOGGING4JOBS CREDIT ! ! ! ! ! ! ! HRCI program number sent to you via email upon program completion. !