4
1. BRANDING YOURSELF AS AN EMPLOYER
2. CAREER PAGES WE LOVE (THAT WORK)
3. TYING IT BACK TO CANDIDATES
TODAY WE’RE GOING TO COVER

BRANDING YOURSELF AS AN
EMPLOYER

6
CAN YOU TELL THE DIFFERENCE?
Engineering experiences
that amaze. We create
technology with a
purpose: to make life
better for everyone,
everywhere. Keep
Reinventing.
Since 1984, we have played a critical
role in enabling more affordable and
accessible technology around the
world. As an end-to-end computing
solutions company, we continue to
transform computing and provide high
quality solutions that empower people
to do more all over the world.
We are makers, catalysts and
inventors. We innovate at the
boundaries of technology to make
amazing experiences possible for
business and society, and for every
person on Earth.

7
Engineering experiences
that amaze. We create
technology with a
purpose: to make life
better for everyone,
everywhere. Keep
Reinventing.
Since 1984, we have played a critical
role in enabling more affordable and
accessible technology around the
world. As an end-to-end computing
solutions company, we continue to
transform computing and provide high
quality solutions that empower people
to do more all over the world.
We are makers, catalysts and
inventors. We innovate at the
boundaries of technology to make
amazing experiences possible for
business and society, and for every
person on Earth.
CAN YOU TELL THE DIFFERENCE?

8
WHAT IS BRANDING?
A promise to your customer.

9
WHAT IS BRANDING?
A promise to your customer.
(In this case, a promise to your
present & future employees)

DON’T TRY TO BE
EVERYTHING TO EVERYONE
COMMON MISTAKE 1

11
WHERE EMPLOYER BRANDING COMES FROM
Your existing
consumer/business
brand
First recruiting outreach A candidate’s first interview
Your employeesAcross the web Social media Your career site

COMMON MISTAKE 2
You’re not your perks.

12
EMPLOYEE VALUE PROPOSITION
“An EVP is what an
employer offers in exchange
for the productivity and
performance of an
employee”
It’s why someone would work for you.
The employer value proposition
(EVP) is a unique set of
offerings, associations
and values to positively influence
target candidates and
employees.
- UNIVERSUM GLOBAL
- TOWERS WATSON

CAREER PAGES
The beating of your employer brand

YOUR CAREER SITE IS THE
FIRST CHANCE TO SAY ALL THIS

12
“DO COOL THINGS THAT MATTER”

19
A MISSED
OPPORTUNITY
Global youth media company and the
industry leader in producing the best
online video content in the world.
“Non-traditional, cutting-edge”
“Trendy, modern offices”

20
Communicate
your values, not
just buzzwords.

21
Use photos and
videos to tell a
story, not just text.

22
Let your
employees be the
face of the brand

SO YOU’VE TAKEN THESE STEPS
Communicate company values
Use visuals, not just text
Highlight employees
But it’s not enough…

24
BUT YOU HAVE TO BE AUTHENTIC
“They don’t do second best and
neither do we. Do you have what it
takes?”
The site has 8 separate short videos
RACKSPACE

25
DROPBOX
PROMOTING YOUR CULTURE IS ABOUT BEING REAL
The EVP is infused throughout the
site – “we’re growing fast and so will
you”.
Focuses on a single, well-done video
(with Puppets)

26
SUCCESSFUL BRANDS BOTH ATTRACT AND
DETER

29
Feature real quotes
EMPLOYEES BRING AUTHENTICITY
(Ask them to weigh in)
Interview them on video Let it be natural
PLAY
“Our Whisky Friday
tradition gives us a
way to celebrate
long weeks in style.”

30
EMPLOYEES ALSO BRING CREDIBILITY

67% OF CANDIDATES THINK ABOUT
THE JOB SEARCH SIX MONTHS
PRIOR TO ACTIVELY SEARCHING.
HOW DO PEOPLE FIND YOU?
CareerBuilder

33
Awareness Consideration Decision
Career Advice • Getting Mentored
Networking
THE CANDIDATE JOURNEY
Researching Opportunities
Engaging with Employers
Applying to Jobs
Going on Interviews
1 2 3

34
You’ll compete less later.
START BRANDING EARLIER

© 2016 SmashFly Technologies, Inc.40 © 2016 SmashFly Technologies, Inc.40
Business Problem
• High turn over
• Too many/too few/the wrong applicants
• Recruitment Marketing success
• Takes too long to find/fill
KPI
• Cost per Quality
• Source of Quality
• Time to find
• Pipeline health

KPI
• Cost per Quality
• Source of Quality
• Time to find
• Pipeline health
Action
• Streamline spend
• Streamline sources
• Build pre-applicant pool
• Segment pre-applicant pool

Universe of people
Site visitors
Leads
Applicants

75%
25%

Source Qualified Candidates % Quality
Media 1 2,500 2%
Media 2 8,500 6%
Media 3 600 40%
Media 4 1,500 9%
Media 5 6,000 15%

Universe of job seekers
Site visitors
Leads
Applicants
21%
95%
+40%
-1%

Calls to
Action

Persistent Talent Network Form

Stories
Calls to
Action

The Art and Science of Creating Exceptional Career Sites

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