Auditing Your Employer Brand

Auditing Your Employer Brand, Your Personal Brand, and Your

Competition’s

#TMASoMo@alexputman

keys for audit

employer brand

data

evprecruitingprocess

content

internal audit strategy +

evp

analytics

datapeople experience

recruiters

external audit

career site

social

seojob boards

review sites

career site • Create a list of top competitors• Pull up your career site• Identify a mimic company, someone you admire

https://www.facebook.com/careers https://www.airbnb.ca/careers http://www.careers.jnj.com

• First thing you seeo Make you want to applyo Represent your culture (fun, inviting, professional)

• Now pull it up on your phone• Give me a site to pull up and let’s audit:

http://careers.ulta.com

social media• Shout out the platforms you use

oWhy?oWho are they targeting?oMeasure ROI?

• Facebook Panasonic Avionics• Twitter UPS• YouTube Marriott• Instagram Oracle• SnapChat @horizonation @freepeople

search engine optimization

• Open Google and search“ working at ____” “jobs at ____”• Audit each site on the first 3-5 pages of search• KEY: rank importance + focus based on 1st page• Do this for each competitor to understand where they rank• High yield sites include: Glassdoor, Indeed, Facebook,

Monster, Careerbuilder (anyone with high volume of traffic)• Rank vs. competitors “software jobs Lake Forest CA”• Analytics on career page (daily/weekly report)• Type in your name – what are the results?

Panasonic Automotive

analytics: career site stats

visitors

daily vs weekly

behavior

new vs returnmobile vs desktop

time on page

Time yourself (differs by page,

industry, company)

bounce rate

20%-35%35%+ concern50%+ worry

acquisition

analyze data per source (social,

organic)

candidates

received + hired

job postingsPull up a job posting

o Job boardo Career siteo Aggregatorso Search

First 2-3 lineso Sizzleo Must have’s

Full JD includeo Branded infoo Detailed goalso Success definition

• Would you read all of it?

Job Description: Panasonic Automotive

employer review sites• Content (company updates, video, social sites)• Job search and research drive traffic• Data (rating trends, pros/cons, filter by job

family)

Give me a company to look up on Glassdoor

internal audit strategy +

evp

analytics

datapeople experience

recruiters

company evp developmentEmployer Value Proposition clearly defined? By job family?

• Intrinsic needs identified• Career development opportunities• Base on identification of key performer retention metrics• Authentic performance assessment (rewarded for work vs “part

of the process”)• Why follow this leadership team?• Job satisfaction (why exactly)• REAL Core Values

Admired EVP: Facebook

job family evp development• Unique attributes of each job family• What do high performers view as important?• Why should I leave x to do the same thing at y?• Candidate definition of “advancement” vs employers• Work / Life mix• Rewards for success• How will this improve the talent pool• Work space + environment• What is measurable success for each role?

Facebook EVP by Role

analytics: key hiring sources

REFERRALS

22%

DIRECT SOURCE

10%

JOB BOARDS

17%

CAREER SITE

21%

COLLEGE

7%77%

analytics: projections by job family

• Total hires (quarterly, annually - specific to org)• Turnover rate + why• Sources of hire • Attraction metrics

o time to fill, interview to hire, applicants to hire, offer acceptance/decline reasons

o referrals, internal hires, competitors steals • Campus recruiting• Scorecard: rate difficulty level every category

promotors: net promotor score

measures the willingness of customers to recommend a company's products or services to others. Gauges the customer's overall satisfaction with a company's product or service and the customer's loyalty to the brand.

Based on your {experience, time, projects}, how likely are you to recommend a friend or colleague to apply for a job {at, in for} ____?”

• Candidate Experience: “Based on your candidate experience, how likely are you to recommend a friend or colleague to apply for a job at ____?”

• Job Family Satisfaction: Based on your past 6 months, how likely are you to recommend a friend or colleague to apply for a job at/in ____?”

measures

http://www.npscalculator.com/en

process: people experience• Engagement with potential candidates: career fairs, talent communities, college

sessions, employee referrals, networking, hack a thon’s• Pre-Application Job Content: benefits, career paths, employee blogs, day in the

life content, testimonials• Application process: clicks to apply, duration, information redundancies,

resume/profile upload• Communication: post apply, pre/post interview, dispositioning of

qualified/unqualified candidates, recruiting team feedback, management of finalist

• On-line/Interactive engagement: blogs, career site, social pages, mobile, webinars, texting, polls or surveys

• Pre-Hire: background check, references, pre-employment assessments, on-boarding, assimilation and post hire follow up

• Internal: moves, promotions, applications, durations of process• Exits: alumni groups, process, referrals, capture their experience

Apply for the CandE’s

recruiters: the team• Activity outside of “butts in the seat”• Relationship development within key functions• Industry participation (ERE, FB Groups, Twitter)• Company promotion (ambassadorship)• Social media interactions• It’s all about hires +

Great example: Brian

recruiters: what are they doing

• Building a network (every email should include an invitation to connect – even rejections)

• Rejecting people correctly (you reject more than you hire)

• Marketing the culture on LinkedIn (LI is a “most engaged” source to career sites)

• Not doing the “Microsoft bae interns”

thank youAlex Putman678-557-0469alex@hellosplice.com

alexputman1 hellosplice.com@alexputman

reference articles

Audit Social MediaNPS Case Study:Microsoft Bae InternsSEO Bounce Rates