The document discusses understanding the relationship between consumer and employer brands. It summarizes the results of a two-pronged market research study that assessed brand perceptions across different attributes. The study found that consumer and employer brands are highly correlated but not interchangeable. It also found that relevance and differentiation are driven more by employer brand perception. Additionally, multiple touchpoints are needed over time to influence overall brand perception. The document provides recommendations for how companies can understand their current brand strength, find relevant messaging, differentiate themselves, and activate an integrated brand strategy.

1. The Halo Effect:
Understanding the correlation between
consumer and employer brand
Talent Brand Workshop 2019

2. Agenda
1 Keynote + working session – 90 minutes
2 Round table discussion – 45 minutes
3 Wrap-up – 15 minutes

5. 300 feet
Average amount of
content a person scrolls
through per day

6. It's tough to break through the noise
Source: Flient LLC, “Snapchat Survey April 2017”
Among top social media sites
such as Facebook, Instagram,
Twitter & Snapchat,
less than 50%
of users remembered
seeing an ad in the last 30
days

7.  More eyeballs looking for
more content than ever
before
 More competition for those
same eyeballs than ever
before
 More discerning with our
time, but willing to spend
more time

8. Be heard.
Be loud.
Be clear.
It becomes more important than
ever before to figure out a way
to stand out and be heard.

9. Expectations have shifted for both consumers and candidates
ADVOCACY
“I would like to hear the
positives and negatives from
real professional staff members
- not the marketing gloss from
the CEO or marketing office.
Real people. Real jobs.”
VISION
88%Say it is important for
companies to lay out a clear
vision for the future
CULTURE
76%want to know about your
company’s culture and
values
Sources:
LinkedIn-Edelman Thought Leadership Study, 2019
US and Canada LinkedIn user survey 2016

10. So what?
We must understand the real relationship between consumer and
employer brand…

11. …and what
impact does
content have
on your brand
perception?

12. The Four Pillars of Brand Strength
Industry-wide standard used to evaluate brand stature and strength
Esteem
“A company I
have a high
regard for”
Relevance
“A company I
can relate to”
Knowledge
“A company I
know a lot
about”
Differentiation
“A company
that is unique
and different”

13. The cycle of
brand strength New/unfocused
Emerging/unrealized potential
Eroding
Leadership

14. Where are you in the cycle of
brand strength?
Exercise one

15. What did we do to answer these questions?
Two-pronged market research study assessing brand perception across consumer, services, and technology brands
Online survey In-lab experiment
The online survey was designed to explore
consumer brand perceptions and employer
brand perceptions. Respondents were asked to
evaluate the importance of a variety of
attributes and their opinion of how nine different
brands perform across those attributes.
The in-lab group was asked to review a mock
news feed which included content about each
brand. The content was a mix of news stories,
organic shares, and sponsored content and
were either positive, negative, or neutral content.

16. • Data points close to the
diagonal line are highly
correlated, data points far from
the line have much larger
distinctions between consumer
and employer brand
• Employer brand perceptions
can have a positive or negative
impact on consumer brand
perceptions or vice versa
How did we do it? Model for Hypothesis
Plotting the brand ratings against the four pillars on a matrix allowed us to determine the level of
correlation between consumer and employer brand

17. What did
we learn?

18. Key
headlines
1 Consumer and employer brands are highly
correlated but not interchangeable
2 Relevance and differentiation for your overall
brand perception are driven by employer
brand
3 Multiple audience touch points are needed
to influence brand perception

19. Employer brand strength
*Chart shows average scores for knowledge, esteem, relevance, and differentiation across the nine brands tested.
• Brand KNOWLEDGE is mostly led by
consumer brand
• Brand ESTEEM is highly correlated
• Brand RELEVANCE is led by the
employer brand
• Brand DIFFERENTIATION is also mostly
led by employer brand
1. Consumer and employer
brands are highly correlated
but not interchangeable
Different aspects of a brand carry more
weight in consumer vs. employer brand
perceptions
Consumerbrandstrength

20. 2. Brand relevance and differentiation is driven by employer perception
These are the aspects you need to play up in your employer brand messaging
Relevance Differentiation
…the halo effect can also impact the future strength of your consumer brand.

21. 3. One exposure to
content doesn’t shift
brand attitude
This is true regardless of
positive, negative, or
neutral content

22. Multiple exposures to your brand are critical to memory
Unaided ad recall increases significantly with multiple exposures. The trend is consistent on TV, PC,
and Mobile.
13%
49%
60%
77%
16%
47%
65%
77%
14%
41%
67%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 Exposure 2 Exposures 3 Exposures 4 Exposures
Unaided Recall
TV
PC
Mobile
Source: Beyond :30 study 58 – Cross-Platform Frequency Effects
Beyond :30 is a collaborative research agenda with MediaScience, The Ehrenberg-Bass Institute, and corporate sponsors.

23. Standing out requires consistent engagement across the candidate journey
Finds and speaks with
connections at company
Researches employee
culture on careers page
Potential
Candidate
Employee
Sees a recruitment ad
on home page
Follows a company
and browses updates
Views a
job opportunity
Likes and comments
on company news
Speaks with
a recruiter

24. Understanding brand alignment:
assessing current state and areas of
opportunity
Exercise two

25. The
experience
must be
integrated
It’s time to break the silos

26. Key
questions
to answer
1 Where is my company in the
cycle of brand strength?
2 How do I increase relevancy
to my audience?
3 How can I stand out from the
competition?
4 Who do I need to reach?
5 How do I activate a
successful brand strategy?

27. Identify where you are in the cycle of brand strength
Where you are dictates which portion(s) of the funnel you need to address
Unaware
Aware
Engaged
Considering
Unaware
Aware
Engaged
Considering
Unaware
Aware
Engaged
Considering
Unaware
Aware
Engaged
Considering

28. Find relevant messages that will resonate with your audience
What do they care about?

29. • Employee value proposition data
• Focus your messaging on the qualities of
your culture and opportunities that they
value the most
Find relevant messages that will resonate with your audience
What do they care about?

30. • Employee value proposition data
• Focus your messaging on the qualities of
your culture and opportunities that they
value the most
Marketers in Europe
Find relevant messages that will resonate with your audience
What do they care about?
Engineers in the US

31. Find relevant messages that will resonate with your audience
What do they care about?
• Employee value proposition data
• Focus your messaging on the qualities of
your culture and opportunities that they
value the most
• Internal employee surveys and feedback
• What makes your own employees happy?
• What attracted them to your company?

32. Find aspects of your culture that differentiate you
What makes you unique?
• Do you…
• have industry-disrupting technology?
• offer a unique work environment?
• provide challenging projects for your
employees to tackle?
• give employees extraordinary learning and
development opportunities?

33. Align your objectives and content with the candidate funnel
Aim for the right type of message at the right time for your target audience(s)
Unaware
Candidate is new and hasn’t engaged with your
company
Aware
Candidate has been exposed to
your brand
Engaged
Candidate has viewed
a job, visited a career
page, etc.
Considering
“If” Scenario “Then” Scenario
You need to introduce cold
members to your company
Reach your audience with
enjoyable, helpful content
You need to build relationships with
target talent pools
You need to pipeline for
specific roles
You need leads and job
applications
Optimize your audience with content
that generates engagement and trust
Engage your audience with tailored
content that reinforces a good candidate
experience
Convert your audience with content
that has a clear call to action

34. Balance seasonality with long term needs
Short term campaigns and hiring pushes help with immediate needs, but a sustained,
always-on approach powers long term growth.

35. What is my unique value
proposition?
Exercise Three

36. What talent do you need to focus on to achieve your objectives?
Who do you need to target?
• Follower analysis – evaluate your organic
audience
• Talent pool data – build a picture of the total
audience

37. Activate your brand strategy
1. Align your objectives and content with
the candidate funnel
2. Balance seasonality with long term
needs
3. Curate and create content
• Remember to focus on relevancy
and differentiation
4. Map out a deployment plan
5. Measure effectiveness

38. Key
takeaways
1 Consumer and employer brand are
interconnected – not interchangeable
2 Relevance and differentiation are the key
drivers of employer brand perception
3 A sustained brand presence over time is
critical to shifting perception
4 Identify where you are in the cycle of
brand strength and deploy your
employer brand strategy accordingly

39. Be heard.
Be loud.
Be clear.
Break through.

40. Learn from each other
Round table discussions

41. Sharing &
Questions?

42. Appendix

43. What talent do you need to focus on to achieve your objectives?
Who do you need to target?
• Follower analysis – evaluate your organic
audience
• Talent pool data – build a picture of the total
audience

44. Break down your organic audience to get a clear picture of need gaps
Follower analysis

45. What does your total talent pool look like?
Understand who you need to reach

46. Activate your brand strategy
1. Align your objectives and content with
the candidate funnel
2. Balance seasonality with long term
needs
3. Curate and create content
• Remember to focus on relevancy
and differentiation
4. Map out a deployment plan
5. Measure effectiveness

47. 3. Use a mix of created and curated content
Focus on relevancy and differentiation – and then play!
Create
• Content buckets to keep in mind:
o Thought leadership showcasing your expertise
o EVP – celebrate your culture and people, what
makes you different
o News & Updates – the latest info about your
company and jobs
o Promotional campaigns – bottom of the funnel
campaigns to drive action (ex: applications)
• Adopt the “big rock” concept – make one large
format piece of content and repurpose into small
pieces
• Tap into your own subject matter experts and leaders
• Take out your phone and make a video
Curate
• Do a content audit of your own company
website, social media channels, etc.
• Look for content already created by your
executives and employees
• Partner with your marketing team
• Look outside your company for industry topics,
career advice, and some fun!

48. 4.Tie it all together in a cohesive deployment plan
Aggregate the information you’ve collected to outline your strategy
Audience Percentage of
Followers
Percentage of
hiring need
What do they care about? Stage(s) of funnel
to focus on
What can we
specifically offer
this audience that
makes us relevant
and different?
Content approach Tactics
Engineering 5% 20% • Good work-life balance
• Open and effective
management
• Job security
• Role that meaningfully
impacts company success
• Opportunity for rapid
advancement
• Top and middle
of funnel to build
awareness and
engagement
• Monthly hack
days
• Rotational
program to work
on different areas
of the business
• Culture of
ownership
• Professional
success/tips
• Highlight company
culture
• Employee spotlights
• Company news and
innovations
• Recruitment
Ads
• Sponsored
Content
Marketing 15% 7% • Good work-life balance
• Open and effective
management
• Purposeful mission
• Opportunity for rapid
advancement
• Investment in comprehensive
and ongoing training
• Bottom of the
funnel to drive
leads
• History of award-
winning brand
work
• Global exposure
• Collaborative
environment
• Company behind
the scenes content
• Unique
benefits/perks
• Employee
testimonials
• Sponsored
Content
• Pipeline
Builder
campaigns

49. 5. Measure effectiveness of your strategy
Select the key metrics for both short and long term objectives
Short term/campaign metrics
• Impressions
• Social actions
• Career page visits
• Job views and applications
• Leads generated
Long term brand metrics
• Brand awareness and perception
• Talent Brand Index
• Quality of hires
• Retention