Building an employer brand you love is easy – but building one that WORKS is a lot harder. We're too close to the problem. We care too much. We don't want to be the one to tell the CEO that we have reputation issues. At Prudential, we spent the last two years on a data-driven journey to reinvent our employer brand from the outside in. We'll share the Top 10 lessons we learned along the way: from simplifying our careers site by over 90% to why they key a great digital strategy lies offline.

1. IT STARTS WITH
TRANSPARENCY
Building Your Talent Brand Through
Humility, Data, and the Things That
Scare You

2. WILL NEVILLE-REHBEHN
Director, Talent Brand & Marketing
@willneville
@prutalent

3. 1CONTROL
Be clear about what you can control –
and what you can’t

4. WHAT DOES
“TALENT BRAND”
REALLY MEAN?

5. CORE
PLATFORM
Fully-Owned
Digital Properties

6. DIGITAL
ECOSYSTEM
Attention Must
Be Earned

7. EMPLOYEE
AMBASSADORS
Employee Connections
Exceed Brand Reach

8. RECRUITMENT
MARKETING
Ongoing Efforts to
Fill Open Roles

9. 2LESS DATA
Numbers are only as important as
the story they tell

10. OLD
SITE
Fine, but
out of date

11. 7
pages garnered
nearly 50% of all
site traffic

12. 54
places
to click
on the
homepage

13. “MORE” IS NOT THE SAME
THING AS “BETTER”
So how do you measure improvement?

14. PAGEVIEWS
UNIQUE VISITORS
RETURN VISITS
TIME ON SITE
BOUNCE RATE
REACH
LIKES
CLICKS
REACH
SHARES
ENGAGEMENT
SHARE
APPLY STARTS
APPLICATIONS
HIRES
QUALITY HIRES
what data matters most?

15. 3SUBJECTIVITY
Define success on your own terms

16. PAGEVIEWS
UNIQUE VISITORS
RETURN VISITS
TIME ON SITE
BOUNCE RATE
LIKES
COMMENTS
CLICKS
REACH
SHARES
ENGAGEMENT
SHARE
APPLY STARTS
APPLICATIONS
HIRES
QUALITY HIRES
what data matters most?

17. NEW
SITE
Modern, easy
and functional

18. NEW
SITE
Modern, easy
and functional

19. prove that
it works

20. prove that
it works

21. prove that
it works

22. REFUSE TO BE MEASURED BY
THINGS YOU CANNOT CONTROL
If you don’t make hiring decisions, don’t let
hiring data define your success.

23. 4INFLUENCE
Teach people what you need
them to understand

24. IT’S “DIGITAL ENGAGEMENT”
NOT “SOCIAL MEDIA”

25. THE NUMBER OF PEOPLE WHO
“LIKE” OUR FACEBOOK PAGE IS
NOT A KPI

26. IF PEOPLE DON’T CARE ABOUT
SOMETHING IMPORTANT, IT’S
YOUR JOB TO MAKE THEM CARE

27. 5EFFORT
Know when something is good enough –
and when doing something insane is worth it

28. Presentation Title 28
Strengths Challenges
• Professional social network with heavy use for job
search
• Highly specific targeting available by industry and
experience level
• Can engage employees to share content to their
own networks
• Main Prudential page is owned by Global
Comms/Advertising
• Some employees are blocked
• Careers page product relaunch in Q4
• Click rates on job titles are below average
compared to our competitors
• Primarily used for company reviews
• Strong SEO & job search reputation
• Owned directly by Staffing
• Posts are distributed by email to all company
followers
• Low current follower count
• No share functionality
• User-generated content mixes Prudential Advisors
with the rest of Pru
• No clear process to engage current employees for
info/reviews
• Instant Articles optimizes for mobile
• Largest user base and activity rates
• Robust targeting by geo/age/gender
• Strong fit for lifestyle and workplace culture content
• Proven ability for employees to share content with
their networks
• Only 2-5% of followers see each post
organically; there are costs for additional reach
• Consumption of on-site content
performs better than off-site links
• Not a destination for job search
• Ideal for real-time event coverage
• Very high usage among thought leaders, tech
industry, and journalists
• Particularly well suited to promote Pru as a leader in
the Talent space
• Follower growth may be costly
• Not a destination for job search
• Will require high volume of content (posts at
least once a day)
• More difficult for employee engagement due to
legal guidance

35. 6RAGE
Fix things that make you angry

38. 7ANTICIPATION
What keeps you up at night?

39. IF THE CEO ASKS YOU WHAT’S
THE MOST IMPORTANT THING
WE SHOULD BE DOING AS A
COMPANY, DO YOU HAVE AN
ANSWER?

40. IF ANOTHER DEPARTMENT
COMES TO YOU WITH AN EXTRA
$300,000 THAT NEEDS TO BE
SPENT IN Q4, IS YOUR PITCH
READY?

41. WHAT SCARES YOU THAT NO
ONE ELSE EVEN SEES COMING?

42. 8HUMILITY
The elephant in the room might just be the
place to start

43. SAY THE THING THAT
EVERYONE IS ALREADY
THINKING
Admitting your weaknesses – yours, or the
company’s – will only earn you credibility

44. NEVER FORGET HOW MUCH
THIS WORK MATTERS
You are literally changing the course of
people’s lives

45. “
Prudential is a company of
really brilliant people working
in all areas of the business. But
as a company and as a culture,
we don’t brag.
We let results speak for
themselves.

46. @willneville
@prutalent
#questiontime