Summit14_S1: How to Message Your Employer Brand in an Authentic Way_ACHIEVERS

HOW TO MESSAGE YOUR EMPLOYER

BRAND IN AN AUTHENTIC WAY

Kate Pope Achievers, Manger, Talent Acquisition

Agenda

1 Transparency and Your Employer Brand

2 Getting Your Employees on Board

3 5 Steps to Ensuring Transparency and

Authenticity – The Achievers Story

4 Leveraging Internal and External Sources

5 Questions?

The Power of Employer Branding

A company’s Employer Brand Reputation directly

impacts its ability to attract and retain top talent

If you don’t manage

your employer brand,

then someone else will

write the story for you.

Today’s candidates seek transparency and

authenticity in their job search

What We Know about Today’s Candidate

1 51% have buyer’s remorse due to an inaccurate picture of the job

2 95% are influenced by reviews from those inside the company

3 69% wouldn’t take a job with a company that had a bad reputation

Your employer brand begins with your employees

passion values talent

experience

brand

strengths ideals

Brand Authenticity

It’s Not Just about Money

“Employees exert up to four times more

discretionary effort when they believe

in the value of their job, their team, and

their organization.”

THE ACHIEVERS STORY

We Seemed to be Rocking and Rolling We Seemed to be Rocking and Rolling

1 Culture

2 Top grades

3 Flexible work environment

4 Career site

5 ATS

But We Needed to Fix a Few Things… But We Needed to Fix a Few Things…

1 We were no different then any other start up

2 We wanted to attract more seasoned talent

3 High turnover in Gen Y’s

4 Remote talent

5 We NEEDED to stay true to our BRAND

Quick Fixes We Needed to Make

1 Alignment

2 Who do we hire?

3 Online messaging

4 Social

5 STEPS TO ENSURING A

TRANSPARENT BRAND

Step 1: Step 1:

List out what makes you different from the

competition and highlight those attributes.

Be a Marketer

Step 2: Step 2:

Figure out WHO you want to hire and

what attributes are most important to

those groups.

Step 3: Step 3:

Listen and fix any existing problems.

Read what others are saying about you

Step 4:

Recognition works!

How Recognition Works—Maslow’s Hierarchy of

Leads

.

Esteem ( importance,

recognition, respect )

Love/Belonging ( social, love, family, team )

Safety ( economic and physical security )

Survival ( food, water, sleep )

Self Actualization ( challenge, opportunity, learning, creativity )

Career

Development

Opportunities

Modern

Recognition

Compensation &

Benefits

#1 reason

people leave is

because of lack

of recognition

at work

Step 5: Step 5:

Once you’ve got it,

flaunt it and get social!

Join the conversation

Can’t Get More

Transparent than…

Allows You to Track Engagement

1 How many candidates

know you exist?

2 Where does your reputation

stand compared to

competitors?

3 What is your social

media reach?

4 How influential is your

employer brand?

Results

1 Recruiters and managers now aligned

2 Positive 30/60/90-day onboarding check-ins

3 Improved referral rates

4 Average age of candidates increased to 34

5 Candidates applied because of Glassdoor,

not because of company career site

WHAT’S NEXT FOR ACHIEVERS?

Action Plan

1 Scale for growth

2 Continue to recruit millennials

3 Engagement with current employees

4 Localize brand

Brands are constantly evolving

7 Ways to be More Transparent

32

1 Develop your employer brand message

2 Give employees a voice

3 Enable social sharing

4 Share frequently

5 Be responsive

6 Point people to 3rd party endorsements

7 Go mobile

7 Ways to be More Transparent

33

Thoughts to Leave You With…

Kate Pope Achievers, Talent Acquisition Manager

kate@achievers.com

THANK YOU!