Bring Your Employer Brand to Life -- Globally, Locally &

Individually Jessica Lee

Marriott International | @MarriottCareers | @jessica_lee

Shannon Smedstad CEB | @CEB_HR | @shannonsmedstad

RecruitDC | May 21, 2015

Bringing Your Employer Brand to Life

The Journey

The Work

The Takeaways

The Theory

the strategy used to achieve an organization’s desired appeal on current and future ideal talent

the full physical, intellectual, and emotional experience of people who work there, and the anticipated experience of candidates who might work there.

in real time, it’s based on people’s experiences with your company

The image of your organization as a ‘great place to work’ in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers, and other key stakeholders).

Definitions Abound

the image an organization projects as a potential employer. If you have a strong employer brand and unique value proposition, then your company is considered.

Employer Brand, Defined Employer Brand – noun Your employer brand is what people believe, say, and think about your organization as a place to work. It’s the perception that employees (current and past), job seekers, and the public have about your company.

Employer Branding or Employment Branding – verb The art and science of influencing internal and external perceptions of your company as a great place to work, amplifying EVP and corporate culture, and creating content to attract, engage, hire, and retain talent.

Why Should I Care?

The global landscape is changing – you can’t

keep doing the same ‘ole.

A strong employer brand can lead to the

cost of turnover

decreasing.

People are 3x more likely to

trust employees over your

CEO.

It’s an opportunity to expand your

expertise, add value, and have FUN.

Bringing Your Employer Brand to Life

The Journey

The Work

The Takeaways

The Theory

EVP / Brand Positioning The set of attributes the labor market and employees perceive as the value they gain through employment in the organization. OR

The essence, the promise, and positioning of the brand – grounded in research but positioned by the marketer.

Bringing Your Employer Brand to Life

The Journey

The Work

The Takeaways

The Theory

Jessica’s EB Story

25%

20%

15%

15%

25%

Digital/Social

Innovation Initiatives Research

Amplify Projects

Brand Campaigns

HR Generalist

Recruiter

Recruiting Leader Blogger

Digital Consultant

Employer Brand

Life Today with Marriott Employer Brand + Communications

Shannon’s EB Story Private and Public US and Global Individual Contributor Agency Recruiter Corporate Recruiter Employer Branding Communications

Social / Digital

Print Media

Staff Activation

Career Site / ATS

Events

Training

Other

#CEBGivesBack

Careers Site

Social Media Content

Activating in China

We

All

Bel

ong.

CEB - recruiter

On Brand Social Profiles

Headline

Contact Information/ Websites

Professional Summary

Multimedia

Position Summary Madlibs

Bringing Your Employer Brand to Life

The Journey

The Work

The Takeaways

The Theory

6 EB Takeaways Base Strategy in Research

Think Like a Marketer

Know Your Audience

Be More than Social

Measure & Re-evaluate

Re-fresh & Evolve

Thank You

Shannon Smedstad CEB | @CEB_HR | @shannonsmedstad

Jessica Lee Marriott International | @MarriottCareers | @jessica_lee