Post on 21-Jan-2018
transcript
HOW TO LEVERAGE TECHNOLOGY TO MAXIMIZE EMPLOYER BRAND EQUITY
JEFF WALDMAN @JeffWaldmanHR /JeffWaldmanHR /JeffWaldmanHRwww.jeffwaldman.ca
WHAT IS EMPLOYER BRANDING?
It’s the image of your organization as a great place to work in the mind of current employees and external audiences such as customers, employee prospects and other key stakeholders
“
”
Source: www.brettminchington.com
WHY IS EMPLOYER BRANDING
SO IMPORTANT?
Information Asymmetry is
DEAD!
Because…
WHAT DRIVES THE IMAGE OF YOUR BRAND?
Internal(Employee Experience)
External(External Audience Perception)+
• Employee Engagement
• Leadership
• HR Tech Stack
• Mission, Vision and Values
• Diversity and Inclusion
• Rewards and Recognition
• Recruitment and Onboarding
• Communication
• Compensation (incl. perks)
• Personal Development
• Employee Collaboration
• Employee Referrals
• Career Site Experience
• Candidate Experience
• Social Media – Online Chatter
• Customer Experience
• Product and Service Experience
• Community Involvement
• Diversity and Inclusion
• Awards (e.g. Great Place to Work)
• Content Marketing
• Employer Reviews (e.g. Glassdoor)
Engage
Retain
Attract
You Start Here!
You can't market something you don't have. If your people are not happy and engaged, selling your company will be difficult.
“
”Josh Bersin
You Now Have an Awesome Workplace.
NOW WHAT?
• Market.
• Communicate.
• Listen.
• Showcase/Promote.
• Have Conversations.
• Share and Enlighten.
• Add Value and Educate
• Create.
• Connect.
EB STRATEGY MODEL
Understand Build Launch Measure
• State of employeeengagement.
• Mission, vision and values.
• Perception of EB internally and externally.
• Org change readiness.
• Leadership buy-in.
• Competitive analysis.
• Identify your Employee Value Proposition (EVP).
• What are you promising re employee experience?
• Build HR programs to support EVP delivery – note: think employee experience.
• Build content strategy.
• Identify tools/tech mix (e.g. ATS, social tools).
• Leadership support.
• Leverage brand ambassadors.
• Iterate on the fly.
• Keep doing.
• Stop doing.
• Make changes.
• Keep iterating.
LET’S TALK ABOUT TECH.
WHY DOES ITMATTER?
COMMUNICATION ON STEROIDS
Source: www.careerarc.com
62%of job seekers visit social media channels to evaluate an employer’s brand.
CURRENT STATE ANALYSIS
• Rising demand for elder care services.
• Market misperception – home care industry was not exciting and Nurse Next Door only hiring caregivers or nurses.
• Worked hard to build a great workplace – strong culture, purpose and fulfillment.
• Marketing/Branding efforts to date were unsuccessful – too static and not engaging.
STRATEGY
Leverage Video to Tell Employee Stories
• Focused on Facebook – strong advertising platform and demographic targeting.
• Drove engagement using Facebook Live and Instagram Live.
• Integrated captioning so people could watch videos without sound.
• Google analytics to track video URL back to job postings.
• Fed videos to career site.
• Social sharing – YouTube, Twitter, LinkedIn, Facebook and Instagram.
IMPACT – OUTCOME
“Time to Hire” reduced from 6-8
months to 2-3 months.
Job applicants feel more connected
to the Nurse Next Door brand.
Nurse Next Door Culture Video: https://youtu.be/flxoFnKqZsQ
HR TECH STACK
Collaboration PerformanceHRIS Recruitment Engagement Social Tools
RECAP – SECRET SAUCE
Start with building an awesome employee experience – attract, engage and retain.
“HR Tech Stack”
With the help of Marketing, showcase
your awesome employee experience
through online and social tools.
INSIDE OUTSIDE
jeffwaldmanhr@gmail.com
www.jeffwaldman.ca
jeffwaldman1
/JeffWaldmanHR
/JeffWaldmanHR
/JeffWaldmanHR
/in/JeffWaldmanHR
THANK-YOU