PowerPoint Presentation
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
