ACTIONABLE STEPS TO IMPROVE YOUR EMPLOYER BRAND

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Actionable Steps to Improve Your Employer Brand

Presented by Kareen Emery

December 20, 2017

Presenters

Sarah Kimmel VP, Research Human Capital Media Workforce, Chief Learning Officer, Talent Economy

Kareen Emery Director, Innovation & Consulting Services Monster

• Methodology • Key Findings • Detail of Research Results • Actionable steps to improve employer brand

Agenda

• An online survey was distributed to Workforce subscribers in HR roles at manager level and above in October 2017.

• N=473

• Organization Size:

• 58% More than 1,000 employees

• 42% Less than 1,000 employees

• Geographic Distribution of Workforce:

• 34.8% One country, one location

• 39.2% One country, multiple locations

• 9.7% Multi-national

• 16.3% Global

• Functional Area of Respondents: Majority of respondents were in HR (51.1%), while others were from Talent Acquisition (9.4%), Marketing (5%), Recruiting/Staffing Orgs (2.4%), Communications & PR (2.2%).

Methodology

2017 Workforce Employer Branding Practices survey. October 2017. 8

Research Results

Key Findings

1.  If you’re just starting out or in the early stages of employer branding, you’re not alone.

2.  Size of organization is not a determining factor when it comes to maturity of employer branding. Many of the organizations with mature employer branding practices are small or mid-sized organizations.

3.  The challenges for beginners are different than those for mature organizations, but there are clear actionable steps to take at the beginning of the process.

4.  Mature organizations share brand story across multiple platforms.

5.  Mature organizations have cross-functional stakeholders for the branding message.

Employer Branding Maturity

35% 30%

Beginners Reactive Mature Advanced

62% of organizations are beginners or reactive when it comes to branding themselves as employers.

Employer Branding Maturity Model

Beginners

Have not invested in initiatives to improve

employer brand.

Only starting to think about employer branding best

practices.

Little to no buy-in, due to little or no measurement and previous success.

Reactive

Have some programs in place.

Most programs have arisen in response to crises or identified

problems.

Have greater buy-in than beginner

organizations, but are not truly in control of

their brand.

Mature

o Have a clear branding strategy.

o Use best practices.

o Experience greater buy-in, due to

confidence in their brand story and a

more focused message and measurement.

o Vanguard

o Consistently use best practices for

employer branding.

o Experimenting to find new practices

that will improve their employer brand.

o Innovative and one step ahead of the curve, with the

highest buy-in levels.

Results of employer branding efforts

Improved productivity

Improved market position

Increased employee retention

Increased referrals from employers or alumni

Improved quality of new hires

Increased employee engagement/satisfaction

Improved recruiting outcomes

Mature Beginner

Key Challenges: Beginners vs. Mature Organizations

Mature and Advanced

• Difficulty creating consistent practices across the organization (49%)

• Lack of budget (40%)

• Difficulty getting cross-department cooperation (29%)

• Lack of internal skills in branding (23%)

Beginners

• Lack of leadership buy-in (38%)

• Struggle to identify our company’s brand story (38%)

• Reactive

• Difficulty creating consistent practices across the organization (53%)

• Lack of leadership buy-in (33%)

Platforms used to share branding materials

Facebook

Twitter

Job boards

Employee review sites

Mature Beginner

Stakeholders with responsibility for brand message

Communications

Mature Beginner

For the vast majority of organizations, HR is a stakeholder for the brand message. But mature branding organizations involve their PR and Communications teams as stakeholders in their brand message.

How are organizations planning to invest in branding over the next year?

Video production

Digital advertising

Social media placement

Employer and career websites

Actionable Steps to Improve Employer Brand

You are hiring PEOPLE. What makes them react? How can you engage? First, you need to understand what is happening today in the market.

THE LAY OF THE LAND

THE RECRUITMENT WORLD HAS CHANGED JOB SEEKER BEHAVIOR

THEY ARE FAST, SMART, ON THE GO

THE APPLICATION PROCESS APPLY ONLINE = ONLINE SHOPPING

RECRUITMENT ECOSYSTEM

PERCEPTION AND INFLUENCE

YOUR IDENTITY

Define who you are as an organization.

STEP 1: DEFINE WHO YOU ARE EMPLOYER VALUE PROPOSITION

“What I, the employer, will give you, my workforce, in exchange for your time, productivity and loyalty”

STEP 1: DEFINE WHO YOU ARE EMPLOYER VALUE PROPOSITION

STEP 1: DEFINE WHO YOU ARE PERCEPTION

How others see you

How you see yourself

THEIR PERCEPTION

Listen to what they have to say.

STEP 2: LISTEN SURVEYS

Today, organizations must understand the market perception regarding their employer

brand and also their own employee’s perception and needs in order to develop successful talent management strategies.

STEP 2: LISTEN SURVEYS

STEP 3: DEFINE YOUR DIFFERENCES

Your + Your -

STEP 3: DEFINE YOUR DIFFERENCES PERKS AND BENEFITS

Airbnb has a 4.6 out of 5 star rating on Kununu

gives employees an annual stipend of $2,000 to travel and stay in an Airbnb

listing anywhere in the world.

STEP 3: DEFINE YOUR DIFFERENCES PERKS AND BENEFITS

Netflix made headlines in USA in 2015 due to its parental leave policy

offers one paid year of maternity and paternity leave to new parents. They also allow parents to return part-time or full-

time and take time off as needed throughout the year

STEP 3: DEFINE YOUR DIFFERENCES VALUES

A good example of values: acceptance, integration, LGBT

friendly environment. This is a good and affordable

example of how your values can impact millennials, and of course,

candidates beyond them. Being a good corporate citizen

always pays off.

STEP 4: THINK ABOUT THE USER EXPERIENCE

Every touchpoint between your employer brand and your audience is crucial.

Every touchpoint

between your employer brand

and your audience is crucial.

STEP 4: THINK “USER EXPERIENCE” THE “HR” BRAND EXPERIENCE

A highway billboard. A job ad online.

Your career website. Your content, images, videos. What people say about you.

Your hiring process. Your onboarding process.

Your layoff process. IT.ALL.MATTERS.

STEP 4: THINK “USER EXPERIENCE” THE APPLY PROCESS

Searching online for a job. Apply to one of them.

Is it painful? How could you shorten it?

How can you avoid drop off? Have you thought about mobile apply?

STEP 4: THINK “USER EXPERIENCE” THE LOOK AND FEEL

Most Career sites are a one page with poor visual content.

Do you have strong copywriting to connect and convert?

How can you be more attractive visually? Which widgets can you use to facilitate the

experience?

STEP 4: THINK “USER EXPERIENCE” GREAT CONTENT VS. POOR CONTENT

Content is key. It will filter the right candidates by aligning your

values, your mission and your culture to the profiles that will go forward and apply.

Tech & Touch.

STEP 5: MEASURE

Your KPIs are your intel, your ammunition, your key to your next plan.

METRICS, METRICS, METRICS

• If you can’t measure it, you can’t manage it.

• Mature organizations are more than twice as likely to measure the ROI of employer branding efforts.

• They’re also more likely to track every single metric we asked about.

Time to fill per open position

Employee engagement/morale

Volume of applicants received per open position

Quality of candidate pool

Employee retention or turnover

Employer Brand Metrics Tracked by Mature Organizations)

BUILD BUY-IN FOR BRANDING WITH LEADERSHIP

• Use ROI metrics to demonstrate to senior leaders the impact of your employer brand.

• Effect on cost per hire

• Cost of hiring the wrong resource

• Turnover cost

• Gain the support of senior leaders for employer branding.

• Find ambassadors that will help you push this project.

• Measure branding success with metrics tied to organizational recruiting and retention goals.

• Better hires = better productivity = better profits.

• Communicate those successes to senior leaders.

• Make sure it stays top of mind. 42

Employer Branding is:

1.  A critical factor in hiring the right resources

2.  A means to define yourself and see your retention strengths

3.  Something you can highly influence

4.  A message, a commitment, an experience.

Have fun with it, it is one of the greatest HR projects!

QUESTIONS?

THANK YOU

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ACTIONABLE STEPS TO IMPROVE YOUR EMPLOYER BRAND

Recruiting & HR