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EMPLOYER BRAND:The What, Why and How
of Employer Branding
WHAT WE’LL COVER
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I. Employer Branding
II. Talent Acquisition Solutions
III. Panel Discussion/Q & A
WHAT WE’LL COVER
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What is an Employer Brand?
The Benefits of a Strong Employer Brand
Developing Your Employer Brand
ABOUT ME
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30 Year Career in Marketing/Advertising
Managed Campaigns for Fortune 500’s and Other prestigious companies
Founded Shore Creative Group in 2008
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ABOUT ME
WHAT IS AN EMPLOYER BRAND?
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WHAT IS AN EMPLOYER BRAND?
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WHAT IS AN EMPLOYER BRAND?
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IT’S YOUR STORY
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Experiences
Thinks
Feels
And Shares
IT’S WHAT YOUR TALENT…
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About Youas a Placeto Work
IT’S ABOUT YOU
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People Stories Make Your Employer Brand
IT’S ABOUT YOU
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EMPLOYER BRAND INGREDIENTS
PromisesAttributesArchitecture
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BRAND PROMISE
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BRAND PROMISE
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BRAND ATTRIBUTES
The ConnectionBetween You –and Your Brand Promise
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BRAND ATTRIBUTES
FYI: Over 20% of employees under the age of 30 say that they would prefer to have a lower paying job with a brand that they believe in. (Interbrand)
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BRAND ATTRIBUTES
Where the RubberMeets the Road
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BRAND ARCHITECTURE
Brand PromiseBrand AttributesInternal Communications Career SiteSocial MediaHR Policies Everyday Experiences
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BRAND ARCHITECTURE
Your Employer Brand Architecture is the Design of how your Employer Brand Promise and Attributes are Communicated and Managed.
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WHY IT’S IMPORTANT
Less than Half (46%) Employees Today can assert that they have felt Committed, Fulfilled (28%) or Excited (26%) about Work in the last Month. (Kelton 2013)
46%
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26%28%
MORE SIGNS
71% of the U.S. Labor Force is on the Job market
51% of Employed Workers are either activelyseeking or are open to a New Job (JobVite 2014)
51%71%
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MORE SIGNS
40% of American workers say that theydon’t completely understand their company’s vision.
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57% (Almost six in ten) feel accountable for somethingat work but do not count their company’s revenue,
profit or growth among those items. (Kelton 2013)
40%
MORE SIGNS
44% of Candidates considering a companywould be more likely to leave a company that failed to engage them in an innovative way. (KornFerry/FutureStep 2013)
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WHY EMPLOYER BRAND?
A Few Proof Points:Increases Employee Engagement
Reduces Turnover by up to 28%(LinkedIn 2011)
Lowers Cost-per-Hire by as much as 50%(LinkedIn 2011)
Improves Financial Performance – 36%Stronger Financial Results due to strength of Consumer and Talent Brand Alignment (Lippencott 2013)
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28%
50%
36%
THE PERFECT STORM FOR HR
The perfect storm impacting recruitment, engagement and retention performance and communication is the collision of employees who are less connected to their companies; more open to hearing and learning about new jobs; and the changing dynamic in the way in which they gather and validate information.
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HOW TO START
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SUGGESTED PROCESS
Decide whether you want to tell a story about your whole company or a specific team.
Schedule a meeting with the hiring team or key employees and work through the questions together. It can help to record the conversation to refer back to later.
Take a stab at every question, but don’t worry if some don’t resonate. Notice which are easier to answer; this will provide a gut check on which value propositions to emphasize.
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EXPLORE YOUR EMPLOYEE VALUE PROPSITIONS
PeopleWhat about your organization’s leadership gives youconfidence in the company?
Who in your company or team most embodies your values? What specific things can new hires learn from current team members?
What characteristics are you careful to avoid in employees/team members?
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“WOW” FACTOR
If your company/team succeeds, how will the world/company be different in five years?
If you’re at a party/reunion/etc where nobody knowswhat your company is, what is the first thing you tell them?
Do you have a notably big fan (person/customer/group) who cares about you beyond their financial stake in the company?
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LEARNING AND DEVELOPMENT
Is learning and development an ad hoc activity at your company, an everyday part of your work environment and culture, or a product of structured programs and offerings?
What gets highlighted in the employee review process? Beyond professional development, do you do anything to help team members grow as people?
What do people go on to do after working at your company?
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WORK ROUTINES AND PRACTICES
What hours of the day are most people in the office? How responsive are people expected to be outside those hours? How often do people work on weekends?
Does your team use any special processes you couldn’t live without? (Examples: remote work, meetings, dev sprints, hackathons)
Which parts of your business move fastest, and are there any areas where you move slowly by design?
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VALUES
What beliefs guide your company/team’s decisions and behaviors? Where did those come from?Where can you clearly see those values in action?
Do team members get recognized when they embody your values?
Does your team/company have any strong beliefs that most of your peer teams/companies disagree with?
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SOCIAL VIBE
Do team members ever hang out together when they’re not working? What does that look like? How often?What were the last couple company/team events?
What is fun about working at your company?
Do you have any traditions or rituals? How did they start?
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SPACE AND LOCATION
Have you deliberately organized, located, or decorated your office(s)? If so, what were your intentions?
Where is your company or office located and what are your favorite places nearby?
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PERKS AND COMPENSATION
What perks do you offer, and why?
Free lunch, a notable location, proximity to transportation, day care?
How do these reflect your values?
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A 360 APPROACH TO EMPLOYER BRAND
Discover:
Stakeholder interviews Focus Groups Employee engagement dataCommunication auditsExternal brand alignmentCulture, mission and values alignment
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A 360 APPROACH TO EMPLOYER BRAND
Invent:
Employer brand promise
Employer brand attributes
Employee value proposition
Creative design expression
Strategic communications planning
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A 360 APPROACH TO EMPLOYER BRAND
Deliver:
Employer brand architecture
Integrated communications
Certified brand ambassadors
Customer experience and employer branding
* Website/ATS/Recruitment Marketing
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CHALLENGES IN TALENT ACQUISITION
Candidate Drop Off of ATS
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CHALLENGES IN TALENT ACQUISITION
Most job postings don’t have a prayer
You can’t control or force relevant candidate prospects to view or see your postings.
Nor can you control whether or not someone responds to your postings.
As a result, job postings are the ultimate hit-or-miss proposition.
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CHALLENGES IN TALENT ACQUISITION
Hospitals often unaware of key hiring metrics:
Candidates per hire:
• Too High? Indicates hiring process is out of control
• This metric is a leading indicator of candidate quality
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CHALLENGES IN TALENT ACQUISITION
Metrics Passive Candidate
Conversion Rate
Email Conversion rate
What’s working?
Where are my candidates coming from?
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CHALLENGES IN TALENT ACQUISITION
Poor SEO No discoverability of jobs
on search engines
No organic content (blog)
Scoring Poorly with search terms
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CHALLENGES IN TALENT ACQUISITION
Company branded assets (Video/Audio) are inconsistent or non existent
Social channels not updated consistently enough –or non existent from a careers perspective
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CHALLENGES IN TALENT ACQUISITION
Website not optimized for Mobile Usage
Social channels not updated consistently enough –or non existent from a careers perspective
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CHALLENGES IN TALENT ACQUISITION
What’s needed? A platform that brings it all together ATS Career Front End Employer Branding Metrics/Advanced Candidate targeting Mobile Optimization Social Integration
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