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Importance of Employer Branding
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Importance of Employer Branding
October 24, 2012
Presented by: Yasmine Battiston, Client Relationship Manager
2. Agenda
• Current Employment Condition
• What is Employment Branding?
• Do I Need It?
• Why Is It Important?
• Methods
• Potential Impact
• Effective Employment Branding
• 8 Step Process – How Do I Start?
6. Do I Need an Employment Brand?
• Ask Internally
• What’s In It For Me? (WIIFM)
• Competitor’s Career Page
• Search Online
6
7. Why Is It Important?
• Retention
• Marketing Tool
• Internal & External
• Revenue Driver
• Moral and Productivity
• Differentiation
7
8. Why Is It Important?
ROI Calculation
500 Employees
x 20%
100 (employees lost annually)
10% (impact of employment branding)
10 (people that can be “saved” through employment branding)
X $13,430 (average cost of replacing)
$134,430
8
9. Effective Methods
• Television
• Radio
• Mobile
• Video
• Public Relations
• Events
• Email
• Experiential Marketing
• Career Fairs
• Referral Programs
9
10. Effective Methods
• Podcasts
• Webcasts
• Social Media
• Banner Ads
• Pay Per Clicks
• Job Branding
• Career Sites
• Welcome Packages
• Onboarding Orientations
• Intranet
10
11. What Will Be The Impact?
• Better conversion rates
• Positive culture change
• Increased revenue
• Brand recognition
11
12. How Do I Start?
• Know Your Target Audience
Diversity
Sector
Age
• Create an Honest Value Proposition
12
13. 8 Steps to Employment Branding
1. Company Objectives
2. Identify Gaps
3. Differentiation from Competition
4. Merge Brands
13
14. 8 Steps to Employment Branding
5. Know Your Channels
6. Creative and Overall Look & Feel
7. Measure, Measure, Measure. Track, Track, Track.
8. Execute, Evaluate, and Extend
14
15. Questions
Importance of Q&A
Employment with Yasmine Battiston
Branding Client Relationship Manager
15
16. Upcoming Webinars
Register at http://drake-
webinars.com
October 24, 12pm EDT
OH&S Risk Management: Due
Diligence in the Workplace
November 1, 12pm EDT
Rethink Performance Management
16
18. Thank You for Attending
For Questions please contact Yasmine Battiston
ybattiston@na.drakeintl.com
416-216-1097
18
Editor's Notes
Thanks Jay and thank you to everyone for joining the call today. We have a limited amount of time so I am just going to jump right into our agenda and move right into the program.
Today’s agenda will cover: 1. What the current employment condition is in Canada by looking at some statistics and what it means from and employment branding perspective 2. What is employment branding - we all have a general idea of what this concept is…but it is conditionally considered a concept and in this webinar – we will give you a clearer perspective of what this concept should include 3. We will address whether you need a Recruitment Brand – do you need to it to effectively recruit top candidates 4. And is it important – if so why? 5. Then we will move onto methods of Employment branding and understanding the potential impact it will have on your overall organization 6. We will then address what an effective employment brand looks like and the 8 steps it takes to start building an effective recruitment and employment brand
21% of Canadian Employers expecting to increase staffing levels - particularly in the areas of construction, education, manufacturing mining, services transportation and wholesale trade5% of Cdn Employers predicting a decrease - weaker hiring plans for the finance, insurance, real estate and public administration 72% anticipating no change However, those that anticipate no change in their employment base – whether hiring or firing they do anticipate however to increase their payroll as many are predicting an active labour market and are looking to retain their employee base through an increase in wages …there are however more strategic ways to retain top talent as income is not the #1 reason for staying in a job16% increase in positive outlook: Meaning that they anticipate a steady hiring pace for the remainder of the year and that these organizations as a whole forecast an increase in staffing levels in the coming quarters.
Demographically speaking, employment of women and men over the age of 55 have increased 5.8% yoy due to population aging with an increase of youth employment of .8%. (ages 18-24) = increase in demographic gaps in the employment marketOverall, employment within Canada increase by 82,000 in full time work (by this past march) which brought our employment rate down to 7.2%So, what does this all means from an employment branding perspective?It means that you need to investigate how to differentiate yourself and your organization from the rest. And if 72% of Canadian employers are all looking at the same strategy of increasing payroll to retain talent when that is not the number one reason a top performer stays in a job – you need to ask the question…is my organizational strategy then same as everyone else’s and will it work if we all have the same plan? Its important to understand that 75% of all job seekers (which is inclusive of 50% of your employeebase) say that the employment brand influences their decision to apply and that those organizations that have invested in employment branding see an overall increase of about 20% in quality of candidates of they receive.
So, lets look at Employment Branding and what it is: As a high level overview, the objective of an Employment Brand is to maximize your organizations equity by attracting, retaining and motivating the right employee’s. Branding is a process and a ongoing practice where all of the tangible and intangible elements of a company’s image and reputation are communicated and organized to take become a significant differentiating factor in driving the company’s performance. …It is meant to grow strategically and organically to ensure satisfaction and loyalty not only for candidates and current employee’s but also for clients and consumers as a whole.Meaning, that the your employment brand should align your current employee’s talents and behaviors with the company’s overall business objectives in order to retain an employee who identifies with your organizational values. The overall purpose should be that your company becomes the employer of choice not chance and that your consumer brand is synonymous with your employment brand…so that there is a consistent synergy between the two initiatives.
So, do you need an Employment Brand? You’ll need to do your research or have someone unbiased do the research for you. Have a third party come in and identify what your employment brand is by doing an Employment Branding Audit…because if you think you don’t have one…you’ll need to reevaluate what your true reputation is internally and externally – because every organization has a reputation. So here are some tests that you can give yourself to identify whether you need to initiate an employment brand: Test 1: to clearly highlight whether you have an clearly identified employment value proposition – ask a minimum of five people within your organization from different departments to describe what your employment value proposition is – if you get 5 different answers back you need to refine your brand. Your employment brand needs to be clear, consistent and known by heart – as a truly engaged workforces lives the brand each day. Test 2: go to the careers section of your website. Does your company’s career page answer the all important WIIFM …what's in it for me such as benefits, pay, casual Fridays, community giving, work-life balance, career growth etc. Do you even have a careers page or tab…if not go to the back of the line! Your website is valuable real estate that should be used as such and if you are not articulating these important facets of your employment brand your losing out on great candidatesTest 3: go to your competitors websites - How do they compare….are they doing a better job , are they getting the candidates that you want? Test 4: Have you searched online on google, glassdoor, facebooklinkedinetc to find out what people are saying about your company…are people even talking about you. Does your company’s careertab pop up on the first page of the google searchTest 5: search your company using googleadwords to see how many people per month searched for your brand, now do this for your competitor to see how well you fair – couple this search with you’re company name and the words jobs or “careers” and see how little or how much organic awareness there is for a career at your organization. If you haven’t done any one of these tasks already …then you need to work on your Employment Value Proposition , how to bring it to market and start thinking strategically because according to today's current employment market…you don’t exist.
As mentioned, when you invest in employment branding its important to recognize that its simply not one campaign. It needs to be an ongoing practice where metrics are put in place to evaluate the program over a longer term basis. Metrics need to be quantifiable and measurable so that if you need to tweak it here and there – its pliable. First and foremost, an well implemented Employment Brand has proven to increase retention – specifically speaking 70% of job candidates are willing to accept less their lowest desired salary to work for a company with a strong employment brand simply because people want to work where they feel they are contributing to something bigger than themselves. When your employees are engaged, they are invested in their work and will naturally work harder and more effectively which in turn will lead to increased customer service and satisfaction. When you have a more engaged workforce you thus have reduced turnover – its been proved that on average a strong employment brand will lower turnover rate by a minimum of 5-20%. So, lets do the numbers conservatively: Lets say your company has 500 employees – multiply that by the average 20% turnover rate in Canada - which would amount to a loss of 100 people annually – if we conservatively speak that employment branding has an impact of minimal of 10% on your overall turnover this means that means that we can retain at least 10 people per year . We know on average, that the average cost of replacing a person equals the savings from reduced turnover by $13, 430 per person…this means that with a fully integrated employment brand with a minimal impact of 10% of reduced turnover – your company will recognize a return on investment of $134 430.00 per year. Further, Employment Branding should also be recognized as a extension of your organizations overall marketing program…by aligning your internal employment value proposition and ensuring that it is cohesive with the organizational culture you are sending the message out to your clients that you are what you preach – that you are an organization of integrity and values . And because we have witnessed an increase in the quality of candidates you’ll have higher moral and productivity because you will be hiring based on those support and relate to the values of your company. Bring that one step further, in sales focused organizations we have witnessed a increase of sales upwards of 39% due to strategic recruitment advertising implementation t – so you will see an increase in Revenue when you incorporate a strategic employment initiatives. When you have an employee base that has higher moral, productivity that drives revenue…you will certainly differentiate yourself amongst the others who are simply increasing wages to keep their staff. Instead, you’ll notice that your employee’s will soon turn into your own brand ambassadors.
As mentioned, when you invest in employment branding its important to recognize that its simply not one campaign. It needs to be an ongoing practice where metrics are put in place to evaluate the program over a longer term basis. Metrics need to be quantifiable and measurable so that if you need to tweak it here and there – its pliable. First and foremost, an well implemented Employment Brand has proven to increase retention – specifically speaking 70% of job candidates are willing to accept less their lowest desired salary to work for a company with a strong employment brand simply because people want to work where they feel they are contributing to something bigger than themselves. When your employees are engaged, they are invested in their work and will naturally work harder and more effectively which in turn will lead to increased customer service and satisfaction. When you have a more engaged workforce you thus have reduced turnover – its been proved that on average a strong employment brand will lower turnover rate by a minimum of 5-20%. So, lets do the numbers conservatively: Lets say your company has 500 employees – multiply that by the average 20% turnover rate in Canada - which would amount to a loss of 100 people annually – if we conservatively speak that employment branding has an impact of minimal of 10% on your overall turnover this means that means that we can retain at least 10 people per year . We know on average, that the average cost of replacing a person equals the savings from reduced turnover by $13, 430 per person…this means that with a fully integrated employment brand with a minimal impact of 10% of reduced turnover – your company will recognize a return on investment of $134 430.00 per year. Further, Employment Branding should also be recognized as a extension of your organizations overall marketing program…by aligning your internal employment value proposition and ensuring that it is cohesive with the organizational culture you are sending the message out to your clients that you are what you preach – that you are an organization of integrity and values . And because we have witnessed an increase in the quality of candidates you’ll have higher moral and productivity because you will be hiring based on those support and relate to the values of your company. Bring that one step further, in sales focused organizations we have witnessed a increase of sales upwards of 39% due to strategic recruitment advertising implementation t – so you will see an increase in Revenue when you incorporate a strategic employment initiatives. When you have an employee base that has higher moral, productivity that drives revenue…you will certainly differentiate yourself amongst the others who are simply increasing wages to keep their staff. Instead, you’ll notice that your employee’s will soon turn into your own brand ambassadors.
Television – which are your traditional commercials – which are very expensive and hard to track Radio – which is also similar to television or billboard advertisements in the sense that you will have a wide market but will be difficult to gage and not as wide of a net Mobile apps – Certainly one of the more advanced approaches to effective Recruitment Advertisements…I’ll ask that you please refer to Drake’s Mobile App as a reference point in building your own and by all means feel free to reach out to us here at Drake for Advise on how to go about creating a customizable program Video: Video is a great tool that can be implemented on your own websites, YouTube embedded in advertisements and it has been proven time and time again that the use of video has increased engagement of anywhere between 20-200% and has had an overall increase in the quality of candidates when you properly implement it into a working recruitment advertising program…so I would highly suggest looking into video Public RelationsEvents such as networking, seminars, breakfast series, tradeshows etcEmail campaigns which will get harder in due time as the laws with email campaigns are becoming more stringent in CanadaExperiential Marketing- also known as feet on the street which is exploding right now …many of these organizations are used for specific products such as shampoo’s or breakfast bars but there are also amazing highly creative campaigns that can bring a lot of energy to your employment brand
Podcasts - Webcasts - Social Media – we all know of Facebook, Linkedin – but are active on it daily, weekly monthly…as an organization are you able to keep it up to date and engage people in conversations – because that is the only method for it to be successful and provide any ROI Banner Ads – there are always banner ads and pay per click ads on specific sites that you can choose and track at a low cost …which will bring somewhat of result depending on the type of advertisements you choose…I’ve seen some highly successful banner advertising campaigns and some that have not worked so well…there are specific requirements that need to be followed for it to be successful but that can be further discussed with whomever you choose to move forward with on employment advertising initiatives Pay Per Clicks
So, I believe I have highlighted what the impact of a initiating a employment branding initiative might be – but overall it has been proven that you will see higher conversion rates within your recruitment initiatives – essentially meaning higher quality candidates applying for positions to your jobs, higher retention for those that are already engaged within your organization, a sense of pride and excitement internally which will essentially lead to a more positive cultural environment, an expanded brand recognition not just as a product or service of choice but also as an employer or choice which overall will lead to increase revenue for the company as a whole.Further a strong employer brand helps to differentiate your company within this increasing competitive market. By earning a reputation for sustaining the same values internally as your brand promises externally. By creating a highly recognizable internal employment brand your internal employees and potential newcomers will be more inclined to give increased weight to your companies offerings when seeking or considering a job offer. Once your organization clearly articulates its expectations and commitments it acts as a self selection tool at there is a greater potential cultural fit to be made for those that are considering employment.
So, now that we know the positive impact that a employment branding initiative will have how do you go about starting it? Ask yourself, your employees managers and leaders…have they noticed that particular personalities thrive within your environment while others don’t? Why do think that’s so? Have a strategic approach – be systematic about who you target. We have a great psychometric evaluation called P3 that we use in- house to assist in identifying and benchmark who are top performers are and we utilize this tool to identify who are target market is, what’s important to them and what circumstances do they succeed in? From this information we are able to create sustainable marketing programs that attract these similar personalities. From Engagement Surveys we are able to gather all the necessary information that will create a strong Employment Value Proposition that is honest and true and respected by each of its employee’s …lets look on to the 8 steps to create an Employment Branding Initiatives to gain further insight in developing, implementing and communicating your employment brand.
Although employment branding is a combination of marketing and communications nobody really understands attraction and retention as well as Human resources. HR leadership can help drive the company’s employment brand and will become the most vocal representative of the employment brand when they are properly supported and engaged. Further, HR best understands the current talent management issues that we already discussed..aging boomers, demographic gaps with current employees, retaining high performers and so forth. These shifts will continue to change in the future and HR understands that 50% of organizations have problems attracting and retaining talent but only 33% are engaged in employment branding. So, from a business perscpective- it is important for the HR department to be included and know the company’s objectives and overall commitment to growth and have a stratgic people plan integrated in the overall business perpectus. You must identify the gaps in terms of what skills and talents are needed to meet its business objectives and goals - Employment branding is not just about creating an idea of what it would be like to work at a company its also about reviewing and changing HR programs that actually make your company a better place to work. If you are truly serious about becoming a employer of choice, you need to find out what current employees really think and consider to be important – as mentioned engagement surveys are a great method of finding this information our – its only from here will you be able to identify your valued employment offering, improve on that and then communicate that to the outside world. Then, by creating effective strategies, policies and programs you will then be able to attract, retain and motivate high caliber employee’s. 3. Determine what differentiates your company from others from a job seeker perspective AND from your current employee base - An important differentiator is that you must take careful precautions to not oversell or misrepresent your organization. It must clearly identify what its like to work there and if the message is not congruent with reality there will be an overwhelming belief that your organization is being less than truthful and candidates and new hires will feel that this isn’t what they signed up for. 4. Merge your Brands – the consumer and employment brand should have a synergy and compliment each other
5. Know what channels your are going to utilize to bring the brand to market – speak to third parties that know the best time, place and methods for execution 6. Develop the overall creative…what will be the look and feel of your brand . If you have a great in- house marketing team – USE THEM …if not its often best to use third parties as they are not biased and have a slew of creative ideas –7. Track: use as many metrics as possible to determine the success of the brand i.e. click through rates, increase in the quantity of resumes, turnover, time to hire, difference in culture and morale in office, increase in sales and revenue, 8. Follow-Through with the plan, continuously evaluate the success of the message and brand and continuously extend this message into the marketplace. The brand should be consistent though all channels for it build a strong foundation and to continuously resonate with your target audience.
