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Say Something: Using Branding & Social Recruiting to Improve Candidate Experience for SHRM Talent Management 2015

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Say Something: Using Branding & Social Recruiting to Improve Candidate Experience for SHRM Talent Management 2015

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By creating effective stories, changing what information you share and how you share it; you can arm the candidate with information they need to make better decisions about your job opportunity/opportunities.... and THAT improves the candidate experience.

This slide deck includes talking points and notes discussed in the presentation (so differs slightly from what was shared live. For on-demand presentations, visit http://shrmstore.shrm.org/s/talent-on-demand-attendees.html to purchase the session on demand.

By creating effective stories, changing what information you share and how you share it; you can arm the candidate with information they need to make better decisions about your job opportunity/opportunities.... and THAT improves the candidate experience.

This slide deck includes talking points and notes discussed in the presentation (so differs slightly from what was shared live. For on-demand presentations, visit http://shrmstore.shrm.org/s/talent-on-demand-attendees.html to purchase the session on demand.

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Say Something: Using Branding & Social Recruiting to Improve Candidate Experience for SHRM Talent Management 2015

  1. 1. 1 While we wait for 9:45 to start the “Say Something” Presentation, here’s a bit about your Presenters: Who? Why? Where? What? You’re In Harbor Ballroom F Crystal Miller Employer Brand / Digital Strategy Leader | Strategist | Advisor | Speaker | Practitioner and Consultant Founder of Branded Strategies | Mom | Writer Dallas, Texas While we travel the globe consulting with Fortune firms to start-up, speaking at conferences and training corporate teams, D/FW is home base for Crystal & Carrie. Branded Strategies In 2013, Crystal and Carrie formed Branded Strategies, an agency dedicated to helping HR & Recruiting organizations build better Talent Attraction programs. Carrie Corbin Employment Brand / Digital Strategist | Advisor | Speaker | Fortune (AT&T) Practitioner to Co-Founder @ Branded Strategies | Mom | #Soonergirl | Wino
  2. 2. Using Branding & Social Recruiting to Improve Candidate Experience Presentation for SHRM Talent Management 2015
  3. 3. 3 What You’ll Get From This Session Expected Outcomes The biggest issue to social efficacy is inadequate goal-setting, campaign development and poor storytelling. This session is built to address those issues. • How to develop, measure and audit your EB strategy • How to architect the brand story • How to develop compelling campaigns • Understanding Recruitment Marketing as part of your EB strategy
  4. 4. 4 Lets take a look at our presentation agenda “Say Something” What’s in a Strategy • Brand Framework • Brand Processes • Candidate Profiles & Personas • Customer Awareness, Brand Fans, EE Advocacy • Brand Metrics • Channel Strategies All About the Audit • The Importance of Audits • Regularly Underserved Audit Components • Brand Identity • Workforce Social Media Audit Social Media Strategy • Identify Key Objectives • Create Social Platform Strategy • Define Content Themes • Create Social Editorial Calendar • Define KPIs
  5. 5. 5The Brand Story • Stories Convey Meaning • Identifying the Hero • The Mentor Role • The Audience’s Journey • Audience Segmentation • Story Patterns • Presentation Form Meaningful Content • Transformative Meaning • Facts/Data to Meaning • S.T.A.R. Moments • Evocative Visuals • Content Process Outline • Don’t shoot for “viral,” you’ll miss Better Brand Resonance • The Big Idea • Creating Common Ground • Resonating Rewards • Example: GE • “Frequency” & Minding the Gap Candidate Experience • Why it matters • Process considerations • Differentiation • Tech considerations • Candidate Experience Awards Just for #SHRMTalent Attendees:Like something you hear or have questions? Tweet it & use #EBGravity – we’ll respond! Drop your card or contact info in the box by the door for a copy of our Audit Guides or 1-Sheet Campaign Doc.
  6. 6. What’s in a Strategy? Branding is work; it’s not supposed to be easy.
  7. 7. 7 Is meant to be a collection of interrelated and overlapping concepts. Brand Framework Metrics Experiments Research Rationale Validation Hypothesis Brand Development Brand Analysis
  8. 8. 8 Provides consistency for execution of in a repeatable, polished and uniform manner. Brand Process Brand Positioning Brand Promise Brand Identity Brand Story Communication Strategy Brand Architecture
  9. 9. 9 Purpose: Gives your talent attraction team the “blueprint” of who you want to hire (or engage with). Candidate & Audience Personas Keeps Messaging Relevant Address their Concerns Build Attractive Relationships Speak the Language
  10. 10. 10 Assemble: Goals Outline personal and professional goals, challenges they may face & potential objections to working for your company Assemble: Name & Face Pick out a name and stock photo image to go along with your candidate persona. Identify Existing EEs Interview them about the role, their interests, what matters to them, fears, interests, & attraction story. Assemble: Background Identify relevant info: current employment, education, experience, hobbies, interests, generation, family size, urban/suburban/rural preferences. Create Messaging • How this role can help solve their challenges & hit goals. • A reusable elevator pitch to be used across all channels Source & Snoop Identify the talent, not to contact, but to study experience, interests, language patterns, concerns, etc.
  11. 11. 11 The value of customer awareness, brand fans, & employee advocacy Friends and Fans Customer Awareness Your customers can and will share your employer branding story. “Brand Fans” May not work for you, may not even be available to buy from you – but built ‘brand affinity’ drives them to share your story. Employee Advocacy MAJOR underutilized resource.
  12. 12. 12 Minding Metrics Cost Per Hire (CPH), Source Channel (CPSC), Click (CPC), Cost Per Application (CPA) Source of Attraction (SoA) & Source of Application (SoApp) Candidate Lifetime Value (CLV) Quality of Hire (QoH), Employee Lifetime Value (ELV), eNPS Gender and Diversity Mix Talent Attraction Metrics Adding In eNPS Employee Net Promotor Score Question: How likely are you to recommend family or friends to apply with us? Audience: • Pre-Hire / Candidate • Post-Hire / Employee via new hire survey
  13. 13. 13 Where and how do you share your great brand story & campaigns? Channel Strategy Career Sites Primary career site, microsites, landing pages – these are online destinations YOU OWN. Ads, QR Codes, I.R. Behavioral Targeting, Retargeting, QR Codes, Image Recognition – specific value, but somewhat limited Email Marketing “Drip campaigns,” lifecycle marketing, monthly newsletters Social Media Marketing LinkedIn, Facebook, G+ (near defunct), Twitter, Instagram (IG), Snapchat, Pinterest, etc. Talent Networks 2-way conversations, Employee Referrals SEO / SEM Google, adwords, PPC, linkbuilding “Talent Community” “Talent Community” is often a mislabled Network; barrier for entry is 360-communication. Recruiting Events Online, Hangouts, “In- Person” Events
  14. 14. 14 Take “good” to “great” by inspecting expectations All About Audits • Sentiment Audit • Sub-brand Audit • Program Audit • Workforce Marketing Audit
  15. 15. 15 Ensure You Have the Building Blocks of a Great Brand Program Audit Program Plan Check for a written plan, with milestones, specific measurable goals (with associated metrics), timetables and individual accountabilities (by role). WOW Factor In order to create a compelling Call-To-Action (CTA) in your targets, you need to be able to build excitement with your brand offerings. Have you given candidates several reasons across interests to want to work for you. Address Relevant “Hot Topics” From environmental and sustainability concerns, global economy, job security to technology in the workplace, ensure you program addresses concerns around these areas. Earned, Owned & Organic Media ADVERTISING IS NOT EMPLOYER BRANDING. If your ‘play’ is paid, you need to retool your program’s focus to earned (online word of mouth & engagement) and owned media (the online destinations you control).
  16. 16. 16 Ensure You Have the Building Blocks of a Great Brand Program Audit Clear Differentiation Your EVP shouldn’t sound like everyone else’s. Compare your program features and benefits against competitors (geo & industry) to ensure they stand out in some way. Storytelling The best branding comes through storytelling that’s easily shareable by employees, candidates & media. Ensure you have compelling stories about what it’s like to work for your firm, the meaning of work by job function/role & community impact. Employee Referrals You know your employer branding is on point when 1/3 of your hires are a result of earned (not paid) referrals, given the Industry average is 20%. (1) Falling short? Focus on internal marketing campaigns and employee testimonials around benefits of work relationships. . Referral Tracking Another important way to assess employer branding, Candidate Lifetime Value (CLV) and employee advocate efficacy is through tracking of employee referrals of candidates and products/services (where applicable). This can be done through referral cards or unique ID codes per employee. (1) 2014 CareerXRoads Soure of Hire Study
  17. 17. 17 Ensure You Have the Building Blocks of a Great Brand Program Audit Career Sites Your website is the candidate’s opportunity to not only research your opinion of your EVP, but also validate if what they’ve heard about your company is really true. It must provide info about opportunity, employee testimonials, and share video and pictures. Social Media Channels Your social sites like FB, Twitter, IG, and LI should share campaigns rather than ad-hoc posts that link back to owned career properties. “Campaigns” = multi-post storylines with a purpose and a defined timeline (eg: Holiday hiring initiative, college recruitment). Email Marketing To determine how effective this component of your program is (or is not), look at the number of sign-ups, unsubscribes, open rate, and link click-through rates monthly. Don’t overcomplicate this… example: at AT&T, simply adding “hot job” links drove up the % of hires from the talent network (CRM – owned leads; meaning not paid email, lead-gen lists). Notice a dip in performance? Review content to ensure compelling messaging & interesting info with actionable links are being shared. (1) 2014 CareerXRoads Soure of Hire Study
  18. 18. 18 Did You Know? Every employer brand has up to 9 sub-brand components that need monitoring: Sub-brand Audit 1. Internal Sub-Brand: This is how well your employees are enabled to bring the organizations brand to life based on their employment experience and how closely aligned it is to messaging shared throughout their candidate experience (aka the “CandEx Gap”). This can be measured through surveys and assessing customer opinions of employee service levels. 1. Digital Sub-Brand: Effective branding programs ensure its easy for prospective candidates to find desired info about your company across all digital sites – yours and others such as Glassdoor, LinkedIn, etc. 1. Workforce Marketing Sub-Brand: This monitors the image and information that your employees present when they are talking to others (customers, potential job referrals, fans, and friends). Typically measured through digital footprint audits, primarily through social listening. 1. Recruiting Event Sub-Brand: This assesses how well your program has successfully increased employer brand exposure and image through industry and recruiting events. Measured by traffic analysis, source of traffic reporting, traffic sentiment analysis, generated recruiting leads and candidate conversions.
  19. 19. 19 Did You Know? Every employer brand has up to 9 sub-brand compnents that need monitoring: Sub-brand Audit 5. Media Sub-Brand: Assesses the amount of exposure that your brand/organization receives in relevant, desired outlets and to what extent that coverage is positive. Set media alerts to manage & work with PR. 6. College Recruitment Sub-Brand: Monitors exposure and reputational sentiment of your employer brand among the college students you’re targeting. 7. Leadership Sub-Brand: This focuses on positive management practices. The more your leadership excels, the higher this index will be. Measure this through anonymous surveying of employees and also be sure to include questions from this category in exit interviews. 8. Community Sub-Brand: Keep tabs on your image in the surrounding communities in which your business has a presence. Monitor press around proactive efforts to “give back,” identify any potential negatives associated with your locations and provides information to counter them. 9. CSR Sub-Brand: Proactively work to build the brand’s image/reputation surrounding positive environmental impact. An easy win is to repurpose consumer & internal brand collateral/content.
  20. 20. 20 Through all elements of your program ensure brand consistency in these areas with written brand guides. Brand Identity Minimize candidate confusion by ensuring each recruiting program has the same collateral, detailed EVP (and how to speak to it), and brand messages. Messaging “Brand voice” reflects organizational personality & stays the same day-to-day. Conversational tone conversely, tends to differ depending on the audience and channel. Brand Voice & Tone Correct use of the brand logo, a specific color palate and distinctive fonts create a consistent visual identity that supports brand strength. Visual Identity Photos, videos, and sound recordings help tell brand stories. Typically there are guidelines as to the kinds of images that can be used to help instill a sense of style, place and industry impact. Creative Assets Mandate internal and 3rd party agencies adhere to your brand guidelines and conduct trainings to help.
  21. 21. Social Media Strategy Create the Blueprint.
  22. 22. 22
  23. 23. 23 Identify Key Objectives Examples for Talent Attraction Social Media Strategy Raise Awareness Build Pipeline Competitive Advantage Employee Connections
  24. 24. 24 put your great subtitle here Create Social Platform Strategy Align Your Content With Each Digital Channel Prioritize and map content and storytelling initiatives to specific channels based on audience segmentation, channel analysis, campaign programming, and brand priorities. Branded Content Cross-Channel Promo Employee Stories and Testimonials 3rd Party/Real-Time Stories (PR) Culture & “Life at” Content Hot Jobs & Career Content
  25. 25. 25
  26. 26. 26 Fact: Most people can barely consume 285 pieces of content a day. Define Content Themes Role Storylines Support Stories Talent Network Infographics Edugraphics Company Events Placed Media Referral Posts Career Paths
  27. 27. 27
  28. 28. 28 Prove-Up Social Value Define KPIs SOCIAL KPIs HIGHER eNPS HIGHER PR VALUE LOWER CPA HIGHER MEDIA REACH LOWER CHURN HIGHER ARPU Engaging in online conversations increases affinity & likelihood of referrals Measure current sentiment & engagement time Track increase/decrease in audience engagement/response time Participating in social has positive effect on image Measure online sentiment of audience Calculate PR/Reputation value of social interactions Marketing through social is cheaper, lowering cost per acquisition Track spend in social campaigns Reaching your audience through social is cheaper than traditional media Track spend in campaigns Track reach of campaigns (impressions, actions, influence) Engaging in online conversations increases sticky factor of candidates on hire Track churn/attrition rates among all hires (current average) Track churn associated with candidates involved in social interactions If candidates are customers, increased social affinity results in higher spend Track origins of candidates- were they pre-existing customers? Track social touchpoints that influenced buying behavior pre- & post- CandEx Calculate cost per eyeball and social referral rate Track average revenue per candidate & segment towards origins/touchpoints Chart increase/decrease in attrition rates
  29. 29. The Brand Story Your Employer Brand is EARNED.
  30. 30. 30 Hint: It’s Not You. Audiences detest self-centeredness, even from a brand. Identifying the Hero(es) Our Job Opportunities We need these roles filled & here’s how we’re willing to hire for it. We Require To be considered, you must have at least this experience. We Provide These are the benefits we’ll provide in exchange for the work we need. Our Products and Services “We do X” or “we make Y.” Our Focus and Clients This is what we care about & who cares about us… About Us Here’s our history & who we are…
  31. 31. 31
  32. 32. 32 Answer: The Audience Is The Hero. Take a page from Swift Brand Story Management. Identifying the Hero She’s Perfectly Imperfect She’s made a point of letting the world see her “tune up” & get ready. Can Laugh at Herself You’re not the only one who made a “my ex’s sell records” meme…. Engages on CSR Topics As an anti-bullying supporter, she’ll regularly engage w/ victims online, offering support. Fans are “Friends” She talks with her fans as a peer, treating them like “friends.” Audience at Center Story Her “brandstanding” revolves around her fans. Swift Acts Believable Engages in normal activities for her age, talks with people, etc.
  33. 33. 33
  34. 34. 34 The “I’m an Employer Brand Manager, Not a Pop Star” line is an excuse. Engage by: Engaging the Hero Job Opportunities Put a focus on growth potential roadmap, challenging projects. Shared Requirements For every “take” (requirement), share what you “give” (work benefit). Show You Care An easy CSR win for recruiting is to engage & offer career advice to your EB fans. Align their Interests Share what you can “geek out” with audience over & tie to your business output. Hero Focus Use employee testimonials and storylines to help audience see themselves in your story. . Put their background first Marry their education and experience investment w/ your org background
  35. 35. 35 Lifestyle • What’s Likeable / Special? • “Mile in the Shoes” View • Where do They Spend Time Values • Priorities • Use of Resources • What Unites/Incites Them? Influence • Who/what Influences Behavior? • What Experiences Influence Their Thoughts? • How do they Make Decisions? Motivation • What do they need? • What do they want? • What’s lacking in their lives? • What gets them moving? Before you can influence them, you need to know them. Know Your Hero Knowledge • What do they know about you? • Where do they get their info? • What biases do they have? Respect • How do they show respect? • How do they receive respect? • What can you do to make them feel respected?
  36. 36. 36 Yup, that’s YOU – the Employer Brand as mentor. Identifying the Mentor Mentors Fit Into the Hero’s Life Interaction with a mentor doesn’t upend the life of the hero. Shouldn’t your employees, either Mentors Increase Knowledge For the relationship to be successful, the hero must learn from the experience. Mentors CARE Good mentors work to bolster confidence and demonstrate active interest in the hero. Mentors are Selfless Employers should think of themselves through the eyes of their employees. Influence the Hero Your influence helps move the hero through critical experience and life phases. Mentors Have Benefits, Too “Wash On, Wash Off” – but the biggest benefits have to be for the hero.
  37. 37. 37 Learn the structural differences in how we share content: Incorporating Story (exhaustative) DOCUMENTATION (explanatory) ORAL DELIVERY (dramatic) CINEMA & LITERATURE REPORT PRESENTATION STORY Focuses on information, and exhaustive figures Emphasising explanation and making meaning clear Emphasizes evocative and implied information FACTS DATA PERSUASIVE MOTIVATING EXPERIENTIAL EMOTIONAL
  38. 38. 38 03 SITUATION Relatable and likable hero SICK AND HUNTED ET & Elliott bond THEY ESCAPE E.T. goes home, with Elliott forever in his heart 01 02 E.T. Left Behind Wants to go home CHALLENGE Encounters Roadblocks RESOLUTION Suitable for all category, Lorem Ipsum is not simply random STORY PATTERN Hold audience interest like a movie. will be lost if the hero doesn’t obtain [their] goal. If nothing’s at risk, it’s not interesting.” “Something must be at stake that convinces the audience a great deal Robert McKee, Author
  39. 39. 39 03 SITUATION EY Employee wants to start a biz TAKES A RISK Leaves EY ENJOYS SUCCESS Maintains relationships as EY alumni, wins global award. 01 02 HAS A DREAM Be an Entreprenuer CHALLENGE To do so, he has to leave security of corporate work. RESOLUTION He starts APPS BIZ, joins EY’s alumni group. STORY PATTERN Maria’s Story shared multiple EY stories No matter when you join us or how long you stay.” Ernst & Young is committed to entrepreneurs. “The exceptional EY experience lasts a lifetime.... ERNST & YOUNG
  40. 40. 40 The Audience Journey YOU ARE PROPOSING CHANGE Requires decision to consciously start something new ACKNOWLEDGE THE STRUGGLE IS REAL What you want doesn’t come without a struggle for your ‘heroes’ (aka candidates) PLAY THE MENTOR & PREPARE THEM Prepare audience for what they can expect on the rest of their journey. Set them up for success. SHARE THE IMBALANCE (created need) To get your audienc to act, you must juxtapose “What IS” with “What Could Be.” CREATE THE CONTRAST Contrast who they were before with who they could be when they join your special world. DRAW ATTENTION TO THE GAP.
  41. 41. 41 Story Presentation Form
  42. 42. Better Brand Resonance “They have given you their time, which is a precious slice of their lives. It’s your job to [bring] value to their lives.” ~Nancy Duarte
  43. 43. 43 There are 3 Key Components that must be present: Communicate “The Big Idea” Articulate Unique POV They came to learn your org’s perspective or reality. Give it to them. Convey What’s at Stake Why should the audience care? Why does it matter? Be a Complete Sentence Increases likelihood emotion will be used & creates more compelling thought. Dell Example of “Big Idea” Communication: “One of the best ways we’ve found to improve the work experience of our employees, professionals like you, is by offering them flexible scheduling.”
  44. 44. 44 Creating Common Ground Build relatability & trust with your audience SHARED EXPERIENCES What from the past do you have in common? COMMON GOALS What outcomes are mutually desired & worked towards? QUALIFICATIONS What similar journeys have you had (mentor or hero)? 01 02 03 These “commonalities” create an experience overlap between the brand and the audience, making it easier to persuade. Create social messages and communicate from this overlap.
  45. 45. 45 Identify and share benefits to audience, their sphere of influence, and/or world around them through: Resonating Rewards Basic Needs Security & Safety Return on Investment Recognition Relationship Destiny
  46. 46. 46 See how CMO Beth Comstock creates compelling employer branding storyline, empowering teams: General Electric Empowers Teams Move to Being Move to Doing Benefit/Outcome Personalize From “going it alone” to working in teams, benefiting from multiple POVs. From fearing critics to embracing critiques as creative/work process. Working with partners fills in capability gaps and accentuates expertise. “I believed I had to do it myself and didn’t ask for help. I learned that you have to invite others in and that it’s okay to admit you need help. People want to help and be part of something bigger than themselves. Case study example from Nancy Duarte’s Resonate, p93
  47. 47. 47 There are FIVE TYPES OF STAR MOMENTS to help drive “big ideas” home: Creating S.T.A.R. Moments Emotive Storytelling Stories share info in ways people tend to remember, such as Deloitte’s “First Year Wisdom” campaign - easily repeatable and sharable. Shocking Statistics Draw attention to statistics that provide “big wins” for your employer brand, such as outstanding tenure or Dell’s environmental impact through their flexible scheduling & remote work program. Reminder: This is meant to create a hook in the audience’s minds and hearts. Visuals are key! Memorable Dramatization These convey insights through storytelling, like “Maria’s Story” did for EY. Repeatable Sound Bytes Small repeatable headlines help feed the press and increase likelihood of social sharing, as it did for American Heart Association’s #MyWorkMatters campaign. Evocative Visuals Pictures aren’t just worth a thousand words, but emotions as well – as AT&T discovered with their Veteran Recruitment & Diversity images.
  48. 48. Crafting Candidate Experience “No doubt about it, we can all do better.” – Gerry Crispin, comment on ERE re: Candidate Experience
  49. 49. 49 Positive Candidate Experience can shorten process time – it saved AIG big, reducing reqs open 90 days or longer by 27%. Why Candidate Experience Matters Karma. Following a recruitment experience process that treats candidates as you’d want to be treated is the right way to do business. Bottom-Line Impact Salary Savings Reduces Time-to-Fill Harris Interactive study shows Bad Candidate experience results in: • 42 percent of candidates will never seek employment at the company again • 22 percent will tell others not to work there • 9 percent will tell others not to purchase products or services from the company Candidate Experience Awards data shows companies outperforming in CandEx end up paying 5-15% less in starting salary.
  50. 50. 50 Any Questions??? • Ask now or you can tweet us using #EBGravity and we’ll respond via Twitter. • #SHRMTalent15 attendees can receive a copy of our • audit guide, • social media strategy checklist, or • 1-sheet campaign document Hand your business card to Dwane at the back of the room and we’ll email you a copy!
  51. 51. Branded Strategies www.brandedstrategies.com cm@brandedstrategies.com +1.214.585.2474 Get in Touch @TheOneCrystal @TheCarrieCorbin

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