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Auditing Your Employer Brand, Your Personal Brand, and Your Competitions#[email protected]
keys for audit
Data: Recruiting Metrics, Career Site Stats, Hiring Projections, Net Promotor Scores
Employer value proposition: Rewards & Recognition, Perks, Unique Qualities, Management
Content: Career Site, Social Media Presence, Company News / Press, Job Postings, Online Reviews, Mimic
Recruiting Process: Candidate Experience, Application
2
internal audit
external audit
career site Create a list of top competitorsPull up your career siteIdentify a mimic company, someone you admire https://www.facebook.com/careers https://www.airbnb.ca/careers http://www.careers.jnj.com First thing you seeMake you want to applyRepresent your culture (fun, inviting, professional)Now pull it up on your phoneGive me a site to pull up and lets audit: http://careers.ulta.com
social mediaShout out the platforms you useWhy?Who are they targeting?Measure ROI? FacebookPanasonic [email protected]ation @freepeople
search engine optimizationOpen Google and search working at ____ jobs at ____Audit each site on the first 3-5 pages of searchKEY: rank importance + focus based on 1st pageDo this for each competitor to understand where they rankHigh yield sites include: Glassdoor, Indeed, Facebook, Monster, Careerbuilder (anyone with high volume of traffic)Rank vs. competitors software jobs Lake Forest CAAnalytics on career page (daily/weekly report)Type in your name what are the results?
Panasonic Automotive
analytics: career site statsvisitors
daily vs weeklybehavior
new vs returnmobile vs desktoptime 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
Bounce Rates:Bounce rate is the percentage of visits that go only one page before exiting a site.
Your ideal bounce rate should be somewhere between the perfect bounce rate and a maximum of 20%. Having a 50% bounce rate means that 1 in 2 people are leaving your site without conversions, whereas with a 20% bounce rate, only 1 in 5 people leave your site without fulfilling any form of conversion. You need to stay within the ideal bounce rate to get the maximum conversions from your traffic.10
job postingsPull up a job postingJob boardCareer siteAggregatorsSearch
First 2-3 linesSizzleMust haves
Full JD includeBranded infoDetailed goalsSuccess definition
Would you read all of it?
Job Description: Panasonic Automotive
employer review sitesContent (company updates, video, social sites)Job search and research drive trafficData (rating trends, pros/cons, filter by job family)
Give me a company to look up on Glassdoor
internal audit
company evp developmentEmployer Value Proposition clearly defined? By job family?
Intrinsic needs identifiedCareer development opportunitiesBase on identification of key performer retention metricsAuthentic 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 developmentUnique attributes of each job familyWhat do high performers view as important?Why should I leave x to do the same thing at y?Candidate definition of advancement vs employersWork / Life mixRewards for successHow will this improve the talent poolWork space + environmentWhat is measurable success for each role?
Facebook EVP by Role
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analytics: key hiring sourcesREFERRALS
22%DIRECT SOURCE
10%JOB BOARDS
17%CAREER SITE
21%COLLEGE
7%
77%
20
analytics: projections by job familyTotal hires (quarterly, annually - specific to org)Turnover rate + whySources of hire Attraction metrics time to fill, interview to hire, applicants to hire, offer acceptance/decline reasonsreferrals, internal hires, competitors steals Campus recruitingScorecard: rate difficulty level every category
promotors: net promotor scoremeasures 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 experienceEngagement with potential candidates: career fairs, talent communities, college sessions, employee referrals, networking, hack a thonsPre-Application Job Content: benefits, career paths, employee blogs, day in the life content, testimonialsApplication process: clicks to apply, duration, information redundancies, resume/profile uploadCommunication: post apply, pre/post interview, dispositioning of qualified/unqualified candidates, recruiting team feedback, management of finalistOn-line/Interactive engagement: blogs, career site, social pages, mobile, webinars, texting, polls or surveysPre-Hire: background check, references, pre-employment assessments, on-boarding, assimilation and post hire follow upInternal: moves, promotions, applications, durations of processExits: alumni groups, process, referrals, capture their experience
Apply for the CandEs
recruiters: the teamActivity outside of butts in the seatRelationship development within key functionsIndustry participation (ERE, FB Groups, Twitter)Company promotion (ambassadorship)Social media interactionsIts all about hires +
Great example: Brian
recruiters: what are they doingBuilding 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 you
Alex [email protected]
alexputman1
hellosplice.com
@alexputman
reference articlesAudit Social MediaNPS Case Study:Microsoft Bae InternsSEO Bounce Rates