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How to Attract Talent with a Strong Employer Brand
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Tight labour markets increase the challenges of hiring
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UK unemployment is at a 44-year low
Source: Bureau of Labor and Statistics
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There is a limited supply of local quality candidates for recruiters to source against
Inbound applicant volume is constrained
Offer acceptance rates are low, while starting salaries are high
Attrition rates are at risk of increasing
The realities of attracting talent in a competitive recruitment market
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An effective employer brand can set your company apart in the eyes of top talent
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Employer brand:How you want people to perceive your organisation as an
employer, and the specific messaging you use to share information about your company
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of employers agree the biggest advantage of a strong employer brand is to attract and retain great talent
94%
Source: Decipher/FocusVision on behalf of Indeed, n=1,000
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of jobseekers say their decision to apply to a companyis influenced by its reputation—what it’s like to work
at that company
59%
Source: Decipher/FocusVision on behalf of Indeed, n=1000
Employer branding doesn’t stop after a hire is made
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We spend about a third of our working-age lives doing just that—working. So, it is vital our experiences in the workplace are positive as they have an impact on our overall well-being and on society as a whole.”
David PichChief Executive,Australian Institute of Management
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“
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hours a year at work
1,514
Source: Organisation for Economic Co-Operation and Development, Annual Worker Study 2017
On average, people in the UK spend
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Of employees spend more time with co-workersthan they do with their family
78%
Source: “The Effect of Work Relationships on Organizational Culture and Commitment” Report, 2014
Employer brand is challenging and complex
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Intel tells stories to make candidates aware of what they’re doing now
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By sharing photos and videos, Intel showcases their unique brand, culture and mission to make the world a better place
How do we build a compelling and authentic employer brand
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Every single company has an employer brand, whether they like it or not."
Bryan ChaneyDirector of Employer Brand, Indeed
“
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Brand: always late
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Brand: helpful teammate
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Your employer brand is on 24/7
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The majority of jobseekers read reviews as part of their job search
of jobseekers say they read reviews about a prospective employer before
forming an opinion about that employer
1–4 reviews
5–10 reviews
31%
40%11–15 reviews
16+ reviews
10%
3%
Source: Decipher/FocusVision on behalf of Indeed, n=1000
84%
What they discover through these reviews affects their decision-making
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of jobseekers say their perception of what it’s like to work at that company is influenced by reviews from previous
or current employees
55%
Source: Decipher/FocusVision on behalf of Indeed, n=846
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Your employer brand impacts every step
Search Research Apply Interview Accept offer
Jobseeker journey
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Awareness
24% of jobseekers say they read reviews before
they start searching for a job
Source: Decipher/FocusVision on behalf of Indeed, n=846
Search Research Apply Interview Accept offer
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Interest
69% of jobseekers say they read reviews after they find a job they’re interested in but before they apply
Source: Decipher/FocusVision on behalf of Indeed, n=846
Search Research Apply Interview Accept offer
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Applicants
Source: Decipher/FocusVision on behalf of Indeed, n=846
30% of jobseekers say they read reviews before the interview
after they’ve applied
Search Research Apply Interview Accept offer
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Interviews
Source: Decipher/FocusVision on behalf of Indeed, n=846
9% of jobseekers say they read reviews throughout the interview
process with the prospective employer
Search Research Apply Interview Accept offer
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Hires
Source: Decipher/FocusVision on behalf of Indeed, n=846
5% of jobseekers say they read reviews after they’ve received an offer
from the prospective employer
Search Research Apply Interview Accept offer
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Even if the job is great and the hiring process positive, candidates say these top two factors would deter them
from accepting an offer from your company
Hearing negative things about the company from your peers
Reading negative online reviews of the company
Source: Decipher/FocusVision on behalf of Indeed, n=500
32% 34%
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We all want a great employer brand, but it doesn’t only depend on us
The anatomy of employer brand
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What a company wants its
brand to be
Employer brand: the marketing and communications you deliver to your audience
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What employees are saying
What a company wants its
brand to be
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lent B
rand
Talent brand: elevating what people are saying
What employees are saying
What a company wants its
brand to be
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Your talent brand is “the honest story of life as an employee inside your organisation, as told
by the employees in parallel with the company.”
Source: TalentBrand.org
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What a company wants its
brand to be
What employees are saying
Talen
t Bra
nd
Effective employer brand: the overlap of what employees are saying and what your company wants its brand to be
Building an effective employer brand
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Figure out what employees are saying01
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Look for themes in employee feedback
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Feature helpful reviews and respond in an open and positive way
20 3
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Answer questions to build transparency and trust
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The information you share will leave a lasting impression, make it a good one
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Decide what channels are most important to you02
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Gain access to and focus on important channels
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Who manages your employer brand?
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While there is no right answer, there's a strong need for collaboration across departments to build a
great employer brand
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Keep important channels updated03
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Offer relevant and interesting content
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Keep jobseekers updated on the latest news and opportunities at your company
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Build a connection04
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of respondents said work that makes them feel like they’re having a positive impact on others makes
them feel more connected to a company
32%
Source: Decipher/FocusVision on behalf of Indeed, n=1000
Use employer branding to better connect with local communities, regions and groups
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What makes candidates feel connected to a company?
Source: Decipher/FocusVision on behalf of Indeed, n=1,000
Work that makes me feel like I’m having a positive impact on others
32%
What I have heard or read about how the company treats its employees
23%
Personally liking the product or service the company provides
21%
The diversity in jobs available at the company
20%
A company whose mission/vision resonates with my values and what I believe in
19%
#indeedinsightsSource: ASDA-Stores
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“From its humble beginnings as a single club supported by Greggs in the North East to a national programme supported by 42 private partners,
the Greggs Foundation’s Breakfast Club Programme is a shining example of how responsible businesses can make a difference to the local communities
in which they operate.”
Roger WhitesideGreggs Chief Executive
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vAnd positively affected their employer brand
Use employer branding to better connect with local communities, regions and groups
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vYou don’t have to be at the top of every list
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Natwest may have higher pay, but Barclays has a higher overall company rating which means people are drawn to its mission
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Figure out what employees are saying
Decide what channels are most important to you
Keep important channels updated
Build a connection
Implementing these 4 tips will help you create an effective employer brand
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#indeedinsightsSource: Google Analytics, Unique Visitors, September 2018
Jobs from over 1.3 million sources
Selection
There are 20 million jobs on Indeed
More jobs
250 million unique visitors each month1
More jobseekers
Indeed statsReach more jobseekers with Indeed
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In researching a company, jobseekers viewed an Indeed Company Page 1.5 billion times in 2018
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Does your Company Page answer jobseekers’ most pressing questions?
Social media links“Is this someplace I can be happy?”
Custom videos and images“Do I see myself here?”
Customised banner and logos”Does this company appeal to me?”
Microcontent and CEO rating”Will the leadership inspire me?”
Rankings and Reviews”I trust my peers. What are they saying?”
