Attracting

Candidates with

Authenticity

Rebecca Valladares

Senior Vice President,

Hudson RPO

Is Your Employer Brand

Just Fluff?

AGENDA

o Overview of Employer Brand (EB)

o Introduction to the Global Research Study

o Employee Value Proposition (EVP)

o Building the Brand

o Mapping the Candidate Journey

o HR Policy Alignment

o The Future of EB

DEFINITION OF EMPLOYER BRAND

employer brand

[em-ploi-er brand]

noun

1. the perception of the organization by both current and potential

employees

2. the organization’s reputation as an employer

SAMPLE EMPLOYER BRAND ATTRIBUTES

Corporate

Company Size

Direction of Company

Global company

Leadership

Product Diversity

Product Innovation

Environment

Co-worker quality

Diversity of though

Innovation of colleagues

Manager quality

Shared mission

Teamwork

Expressed Values

Cultural diversity

Customer focus

Ethics

Integrity of colleagues

Prestige of company

Quality product

Fulfillment

Empowerment

Importance of work

Recognition for performance

Respect

Sense of achievement

Practical

Benefits

Compensation

Flexibility

Location

Stability

Work Life Balance

Professional

Advancement Opportunities

Career Mobility

Opportunity to learn

Training

*TMP Worldwide whitepaper “Employer Brand Management”

OUR EMPLOYER BRAND GLOBAL STUDY

Complimentary Download at EmployerBrandGuide.com

328 global

participants

Target = HR LeadersKey Areas Analyzed

• Employer Brand

• Definition

• Importance

• Ownership

• Management

• Promotion and

• Future plans

1-on-1 Survey

Particpants

2014 Joint Hudson RPO / HRO Today Global Study

Does your company

have a documented

employer brand

strategy?

DOCUMENTED EMPLOYER BRAND STRATEGY

Top Brands Other Brands

We have a clearly defined documented strategy 32.2% 16.4%

We have some broad guidelines we follow, but not

a documented strategy

46.3% 40.8%

We have no documented strategy 21.5% 42.8%

of top brands have either a

documented strategy or some

guidelines 78.5%

Complimentary Download at EmployerBrandGuide.com

WHAT’S IN IT FOR ME??

Good Cultural

Fit

Complement Recruitment

Program

Foster Employee

Loyalty

Increased Retention

Maximized Bottom

Line

THE EVP = YOUR PROMISE TO EMPLOYEES

An employee value proposition (EVP) is the company’s

promise to employees about the rewards and benefits they

will receive in exchange for their performance. Defining the

EVP so that this promise is clearly understood by all is critical

to workplace culture, career management and retention.

Does your company

have a defined

Employee Value

Proposition?

CREATE AN AUTHENTIC EVP

Use Surveys & Focus Groups for Authentic EVP Input

Include employees

across departments,

geographies and

seniority levels

Ask the right

questions

Discover what sets your company

apart. In surveys ask questions

about why they accepted the job at

your organization, what they like

most out of our employer offerings,

how it compares to their other

employers and what things they‘d

like to have implemented Review

draft EVP

messages

via focus

groups to

ensure

From

survey

results,

capture

specific

words used to describe

the EVP and use them in

your messagingthey resonate and are

true and authentic1st

Document and

acquire a more

honest, well-

rounded view of the

employer brand to

communicate in

candidate touch

points

BUILDING THE BRAND

Secure Leadership Buy-In

Determine Stakeholders

Define Strategy & Investment

Develop the EVP

COMMUNICATE

Create Ambassadors

Measure ROI

SECURE LEADERSHIP BUY IN

• Top tier brands are significantly more likely to have

CEO/President sponsorship (44.5%) than other brands

(25.1%)

• Top brands consider CEO/President sponsorship 25.6

percentage points more important than HR Department

sponsorship (44.5% vs 18.9%)

• Other brands consider HR Department sponsorship nearly as

important as CEO/President sponsorship (23.6% vs 25.1%)

DETERMINE STAKEHOLDERS

• Overall, top tier employer brand companies involve more departments and

other groups in promoting the employer brand including:

o Human Resources department

o Marketing

o Communications

o Talent acquisition function

o Public Relations

o Outside sales partners

o Internal sales

• Nearly one-half (44.6%) of top employer brand companies indicated that they

have clearly defined organizational responsibilities for their brand, vs.

only 17.6% of those without top employer brand companies.

DEFINE THE STRATEGY AND INVESTMENT

Top Employer Brands

invest 52% more than

Other Brands

• Most (57.1%) companies manage the employer brand

internally.

• However, companies with top brands are about equally

as likely to use partners (48.8%) to some extent,

whereas only about one-third (37.8%) of those without

top brands use partners at all.

Total Top Brands Other Brands

Media 71.2% 66.1% 75.0%

Strategy 53.4% 61.3% 42.9%

Execution 42.4% 41.9% 42.9%

Venue planning 16.9% 16.1% 17.9%

DEFINE THE STRATEGY AND INVESTMENT

Complimentary Download at EmployerBrandGuide.com

COMMUNICATE – SOCIAL CHANNELS

Top brands use more social channels to promote their employer brands, such

as Facebook, Twitter, YouTube, Pinterest and Instagram

Total Top Brands Other

LinkedIn 77.9% 77.2% 78.5%

Facebook 69.8% 74.6% 63.9%

Twitter 51.9% 56.1% 46.5%

YouTube 24.0% 27.2% 20.8%

Blogs 19.8% 21.1% 18.8%

Forums 17.8% 18.4% 15.3%

Pinterest 5.0% 7.9% 2.8%

Collegefeed 2.7% 4.4% 1.4%

COMMUNICATE - ONLINE FORUMS

Total Top Brands Other Brands

Campus recruitment 64.7% 63.1% 66.0%

Industry associations 75.6% 76.8% 75.2%

Online Forums 54.3% 60.1% 50.0%

Online social

networking73.5% 73.0% 74.5%

CREATE AMBASSADORS

Top brands view the role of the overall workforce significantly higher in building

the employer brand (75.7 versus 51.0), so they have more initiatives to promote

the brand internally.

TotalTop

Brands

Other

Brands

Employee events 66.4% 80.6% 53.4%

Company intranet 62.0% 60.2% 61.1%

Leadership Presentations 60.3% 69.4% 51.1%

Emails 59.0% 60.2% 55.7%

CEO communications 50.7% 57.1% 44.3%

MEASURE ROI

Yes, 16.2%

No, 61.4%

Don't know, 22.4%

Do you measure the ROI of Employer Brand?

MAPPING CANDIDATE TOUCH POINTS

A touch point =

whenever a

candidate comes

in contact with

your brand–before,

during, or after

applying for a job

Identify your touch

points to create a

candidate journey

map to determine

how to satisfy

candidates every

step of the way

Social Media

Word of Mouth

Advertis-ing

Glass-door

Co.

Website

Sales Team

Commu-nity

Store-front

Online Help

Candidate

EXAMPLE HR POLICIES

Employer Brand Attribute Example Policies & Programs

Work-Life Balance Flex time, vacation time usage, job sharing,

telecommuting

Internal Mobility Internal job posting blackout period, job

shadowing programs

Social Responsibility Awards for employees who volunteer, support of

employee social causes, paid time off for

philanthropy

Competitive Compensation Regular benchmarking exercises, competitive

intelligence

Growth Opportunity Formal and informal training and development

programs, future leader programs, group

problem solving “contests”

THE FUTURE OF EMPLOYER BRAND

Two thirds of

respondents

anticipate that the

employer brand

will increase in

importance within

their organization

over the next 12-

24 months, all

citing similar

reasons…

Get ready!

Download the Employer Brand Report at EmployerBrandGuide.com

Employer Brand

Business Growth

Competition for Talent

Leadership Changes

Improving Economy

Financial Constraints with Raises

QUESTIONS

Rebecca Valladares

+1 212 351 7271

rebecca.valladares@hudson.com

@rebeccatherose

Hudson.com

Complimentary Download at EmployerBrandGuide.com