Auditing Your Employer Brand, Your Personal Brand, and Your
Competition’s
#TMASoMo@alexputman
keys for audit
employer brand
data
evprecruitingprocess
content
internal audit strategy +
evp
analytics
datapeople experience
recruiters
external audit
career site
social
seojob boards
review sites
career site • Create a list of top competitors• Pull up your career site• Identify a mimic company, someone you admire
https://www.facebook.com/careers https://www.airbnb.ca/careers http://www.careers.jnj.com
• First thing you seeo Make you want to applyo Represent your culture (fun, inviting, professional)
• Now pull it up on your phone• Give me a site to pull up and let’s audit:
http://careers.ulta.com
social media• Shout out the platforms you use
oWhy?oWho are they targeting?oMeasure ROI?
• Facebook Panasonic Avionics• Twitter UPS• YouTube Marriott• Instagram Oracle• SnapChat @horizonation @freepeople
search engine optimization
• Open Google and search“ working at ____” “jobs at ____”• Audit each site on the first 3-5 pages of search• KEY: rank importance + focus based on 1st page• Do this for each competitor to understand where they rank• High yield sites include: Glassdoor, Indeed, Facebook,
Monster, Careerbuilder (anyone with high volume of traffic)• Rank vs. competitors “software jobs Lake Forest CA”• Analytics on career page (daily/weekly report)• Type in your name – what are the results?
Panasonic Automotive
analytics: career site stats
visitors
daily vs weekly
behavior
new vs returnmobile vs desktop
time 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
job postingsPull up a job posting
o Job boardo Career siteo Aggregatorso Search
First 2-3 lineso Sizzleo Must have’s
Full JD includeo Branded infoo Detailed goalso Success definition
• Would you read all of it?
Job Description: Panasonic Automotive
employer review sites• Content (company updates, video, social sites)• Job search and research drive traffic• Data (rating trends, pros/cons, filter by job
family)
Give me a company to look up on Glassdoor
internal audit strategy +
evp
analytics
datapeople experience
recruiters
company evp developmentEmployer Value Proposition clearly defined? By job family?
• Intrinsic needs identified• Career development opportunities• Base on identification of key performer retention metrics• Authentic 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 development• Unique attributes of each job family• What do high performers view as important?• Why should I leave x to do the same thing at y?• Candidate definition of “advancement” vs employers• Work / Life mix• Rewards for success• How will this improve the talent pool• Work space + environment• What is measurable success for each role?
Facebook EVP by Role
analytics: key hiring sources
REFERRALS
22%
DIRECT SOURCE
10%
JOB BOARDS
17%
CAREER SITE
21%
COLLEGE
7%77%
analytics: projections by job family
• Total hires (quarterly, annually - specific to org)• Turnover rate + why• Sources of hire • Attraction metrics
o time to fill, interview to hire, applicants to hire, offer acceptance/decline reasons
o referrals, internal hires, competitors steals • Campus recruiting• Scorecard: rate difficulty level every category
promotors: net promotor score
measures 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 ____?”
process: people experience• Engagement with potential candidates: career fairs, talent communities, college
sessions, employee referrals, networking, hack a thon’s• Pre-Application Job Content: benefits, career paths, employee blogs, day in the
life content, testimonials• Application process: clicks to apply, duration, information redundancies,
resume/profile upload• Communication: post apply, pre/post interview, dispositioning of
qualified/unqualified candidates, recruiting team feedback, management of finalist
• On-line/Interactive engagement: blogs, career site, social pages, mobile, webinars, texting, polls or surveys
• Pre-Hire: background check, references, pre-employment assessments, on-boarding, assimilation and post hire follow up
• Internal: moves, promotions, applications, durations of process• Exits: alumni groups, process, referrals, capture their experience
Apply for the CandE’s
recruiters: the team• Activity outside of “butts in the seat”• Relationship development within key functions• Industry participation (ERE, FB Groups, Twitter)• Company promotion (ambassadorship)• Social media interactions• It’s all about hires +
Great example: Brian
recruiters: what are they doing
• Building 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”
reference articles
Audit Social MediaNPS Case Study:Microsoft Bae InternsSEO Bounce Rates
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