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01 Employer Branding Today: How Far Weve Come

TODAYS AGENDA

02 Where Do We Still Have Room to Grow?

03 Employer Branding 2.0: Where Do We Go From Here?

EMPLOYER BRANDING TODAY: HOW FAR WEVE COME

01

WEVE COME A LONG WAY, BABY!

Employer Branding first coined in 90s

In 2003, only 61% awareness of the term within HR (and 41% outside of it)

EB roles have increased 5X in past 10 years, 2X in the past 5 years and another 50% in the past 3 years!

https://en.wikipedia.org/wiki/Employer_brandingTalent Brand Mix & Mingle event at LinkedIn Talent Connect 2016

CONTENT / EMPLOYEE STORYTELLING

WERE PEELING BACK THE CURTAINS

Embracing transparency

Sharing insights pre-apply

Can I see myself working at this company?

PR / Awards

Marketing / Corporate Blog

Earnings Announcements

Job Postings

Corp Social Responsibility

Company Benefits

CONTENT THEN

TEXT

Employee Spotlights

Employee Storytelling

Office Environment

Company Events

Company Culture

The Work Being Done

Unique Perks & Benefits

EVP / Core Values

Meet the Team

Humor / Elements of Fun Social Causes

CONTENT NOW

Customer Advocacy

EMPLOYEE STORYTELLING

CREATIVE / BRANDEDCAMPAIGNS

EXPANDING OUR HORIZONS

VARIED SOCIAL CHANNELS

BLOGGING / CONTENT MARKETING

ENGAGING CAREERS PAGES

VIDEO CONTENT

STREAMING / LIVE VIDEO

BRANDED JOB POSTINGS / LANDING PAGES

TWEETCHATS / PODCASTS / HANGOUTS ON AIR

EMBRACING TRANSPARENCY

EMBRACING TRANSPARENCY

A SEAT AT THE TABLE

LINKEDIN SURVEYED 4000 HR LEADERS

https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

HR LEADERSHIP RECOGNIZES IMPORTANCE OF EB

https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

IF YOU HAD UNLIMITED BUDGET, WHERE WOULD YOU INVEST?

https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding

60% of CEOs surveyed said that Employer Brand responsibility

lies with the CEO.Harvard Business Review

(And 40% of Marketing leaders agreed.)

EMBRACING THE SHARING ECONOMY

UNCONFERENCES / FACEBOOK GROUPS / #HROS

WHERE DO WE STILLHAVE ROOM TO GROW?

02

MORE DATA-DRIVEN

DATA-DRIVEN EB

No more EB for EBs sake

Not just about vanity metrics

Conversion. ROI. Business Impact.

WHAT SHOULD WE MEASURE?

Depends on YOUR specific recruiting challenges, EB goals and business needs

Show me what you measure and Ill show you what you care about.

Cost per hire

Apply to submit ratio

Careers page traffic

Time to fill

Quality of applicants

Quantity of applicants

Careers page bounce rate

Quality of hire

Employee surveys

Retention rates

WAYS TO MEASURE ROI

WHY DO INSIGHTS MATTER?

EB should be impacting the business

You cant fix what you dont understand

Affects future budgets and resources

SO HOW DO WE GET THERE?

USE TOOLS AT YOUR DISPOSAL

Google Analytics

ATS / CRM

Social Analytics

Online Ratings / Reviews

Employee Surveys

Candidate Experience Awards

DEVELOP PERSONAS

Know your target audience

Speak to your target audience

Engage your target audience

TIE EB GOALS TO RECRUITING CHALLENGES

What are our recruiting challenges?

What do you hope to solve?

Determine EB goals based on those challenges

Benchmark, measure, adjust

CONVERGENCE OF EB / CORPORATE BRAND

Branding is a promise to your customer. Employer branding is a promise to your current and future

employees.Kathryn Minshew

@kmin

TWO SIDES OF THE SAME COIN

EB often operates as a side show; its time to recognize that its all one brand

EB impacts corporate brand and vice versa one hand feeds the other

Two different audiences, but great content can often work for both

http://universumglobal.com/insights/consumer-versus-employer-brand/

THE CONNECTION IS GROWING

BUT WE ARENT THERE YEThttp://universumglobal.com/insights/consumer-versus-employer-brand/

CANDIDATES ARE CUSTOMERS & CUSTOMERS ARE CANDIDATES

Theres a 75% overlap between Zappos customer database and their ATSStarbucks is at 85%.

Candimers and custidates

Were speaking to the same people, just in different contexts

A bad experience with your company can impact both consumer / candidate interest

https://www.icims.com/hiring-insights/for-employers/article-the-cost-of-a-bad-candidate-experience-how-to-avoid-it

BOTH BRANDS SUPPORT EACH OTHER

Employee spotlights & storytelling are great vehicles for boosting corporate brand

Great EB content humanizes the corporate brand

Boosting one brand automatically helps the other

DIRECT OVERLAP BETWEEN EB & BRAND VALUEhttp://www.millwardbrown.com/brandz/top-global-brands/2016http://https://www.linkedin.com/pulse/behind-top-attractors-how we-discovered-worlds-best-hirers-roth

http://www.lippincott.com/files/documents/news/Perspective_Align_Your_Consumer_and_Talent_Brand_LinkedIn.pdfALIGNED BRANDING DRIVES BUSINESS RESULTS

EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND

EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND

CONSUMER ADVERTISING MEETS EMPLOYER BRANDING

EMPLOYEE STORYTELLING BOOSTS CORPORATE BRAND

HOW TO DEVELOP A UNIFIED BRAND STRATEGY

Partner more closely with Marketing to develop an aligned brand strategy

Unify messaging and convey many of the same values and promises

Develop and repurpose content that works for both audiences

Use data to derive insights and show EB impact on corporate brand

THINK & ACT MORE LIKE MARKETERS

ITS TIME TO GROW AS MARKETERS

What are current trends in consumer marketing today? What does todays consumer expect?

Candidates are consumers and we must market to them as such

Time to put on our marketing hats and raise the bar

TRENDS IN CONSUMER MARKETING

Great content marketing

Mobile marketing

Data-driven marketing

Relationship management & brand loyalty

CONTENT IS (STILL) KING

Advocacy marketing & storytelling

Influencer marketing

User-generated content

Video content

Great content makes people want to share, care or swear.

Sarah Evans, FAVES + CO@PRSarahEvans

ADVOCACY MARKETING & EMPLOYEE STORYTELLING

If you want your content to be great, ask your community to participate. - Lee Odden

Share the stories of your employees the work theyre doing, their journeys, their perspectives

Humanize your brand

INFLUENCER MARKETING

Leverage employees who are influencers in their space (or should be)

Give them a platform to share what they know

Show future employees that theyll be working with the best and the brightest

ADVOCACY MARKETING / USER-GENERATED CONTENT

Let your employees, customers and candidates speak for you

Allow the voices of your fans spread their own message and boost your brand

How does this translate to EB and recruiting?

USER GENERATED CONTENT: VIDEO COVER LETTERS

VIDEO CONTENT

Video is everywhere and dominating as the content format of choice for marketers

In 2015, adults spent an average of 1 hr 16 min daily watching digital video

By 2019, video will account for 80% of online consumer traffic

http://www.slideshare.net/tuananguyen716/forecasting-digital-in-2016

WORLD-CLASS EMPLOYER BRANDING VIDEO

MAINSTREAM EB ADVERTISING (WEVE ARRIVED!)

MOBILE RECRUITING

90% of jobseekers use their mobile to job search

90% of Fortune 500 career sites do not yet have a mobile apply option

Pinch and zoom is not a mobile strategy

http://www.wepow.com/top-10-recruiting-stats-you-should-know-in-2016/http://www.blogging4jobs.com/social-media/5-mobile-recruiting-myths-in-2 016/#y7FVh4deqoo4b7VG.97

RELATIONSHIP MGMT & BRAND LOYALTY

Push for long-term relationships, not transactional, one-time experiences

Build your brand, drive loyalty and market to them appropriately

Not a fit today doesnt mean they wont be tomorrow or know someone who is

WHY UP OUR MARKETING GAME?

Candidates are consumers and expectations are high

To attract the very best talent, we need to market to them appropriately

Better branding leads to better results

ONLY 1 IN 3 EB TEAMS PARTNER WITH MARKETING

https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

WHY ALIGN WITH MARKETING?

Access to resources, tools, budgets

Seat at the table, not just a side show act

Expand and grow as marketers

HOW TO THINK & ACT MORE LIKE MARKETERS

Collaborate with Marketing, consider reporting up to CMO

Hire marketers onto EB team

Understand Marketings brand strategy and follow brand guidelines

Share strategies, editorial calendars, social channels, project management tools, etc.

EMPLOYER BRANDING 2.0: WHERE DO WE GO FROM HERE?

03

MY THOUGHTS, RECOMMENDATIONS & PREDICTIONS

RADICAL TRANSPARENCY

LESS SUNSHINE, RAINBOWS & UNICORNS

NO MORE EMPLOYER BLANDING"

Truly differentiated content

A goal of true transparency rather than only highlighting positives

Real insights that help candidates make informed decisions

THIS IS MY ACME. I AM ACME.WHATS GOOD / WHATS CHALLENGING

WHAT I LOVE / WHATS HARDFAVORITE PROJECT / TOUGHEST PROJECT

WHO WILL BE SUCCESSFUL HERE / WHO MIGHT NOT BE

TRANSPARENT BRANDING. TRULY AUTHENTIC.

WHY RADICAL TRANSPARENCY?

Want to attract the right people, not more people

Drives self-selection

Snapchat culture: authenticity is raw & real, not perfect & sanitized

Embrace imperfection & keep it real

HOW CAN WE ACHIEVE BETTER TRANSPARENCY?

Own the culture you have* and push it out (good and bad)

Meet the Team spotlights on careers page & job postings

Employee takeovers on social channels

Encourage social sharing byemployees

EMBRACE YOUR DIFFERENTIATORS & IMPERFECTIONS

LO-RES VIDEO: EMBRACING TRANSPARENCY

EMPLOYEE BRANDING

BUBBLE-UP EMPLOYEE BRANDING

Instead of top down branding, work from the bottom up

Have content bubble up from employees rather than always being pushed down by central team

Relinquish some editorial control

BUBBLE-UP EMPLOYEE BRANDING

EB through Personal Branding build and reshape your brand through your employees

Empower employees to become experts and influencers in their field

Encourage them to share and let their voices shape the brand

INNOVATORS IN EMPLOYEE BRANDING

These companies are evangelizing and amplifying their employer brand through Recruiter Branding

Training recruiters to develop and strengthen their personal brand and boost the overall employer brand

Engaging hiring teams as wellcollaborating, encouraging social sharing, telling their stories

Great talent isnt attracted to mediocre recruiters.

Wade Burgess, LinkedIn@WadeBurgess

WHY EMPLOYEE BRANDING?

Employee Branding spotlights the people behind the products & services your customers know and love

Humanizes the brand think Honey Bunches of Oats

https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priorityhttp://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr

VIRALITY & TRUST

Brand messages see 571% more reach when shared by employees

90% trust recommendations from people they know; only 33% trust brand messages

3X more likely to believe employees than CEOs when it comes to work culture

ENCOURAGES EMPLOYEE ADOPTION & ENGAGEMENT

Gives employees a personal incentive to share

No more begging and hoping employees share and engage

Gives them a WIFFM

REFERRAL MARKETING

Dont have a big name brand? No prob! Market to prospects in your own back yard

Employee Branding supports referral marketing - targeting people your employees already know

Each like, comment & share reaches your target audience

HOW DO WE GET THERE?

Get buy-in from above. Create a business case.

Give employees a forum where they can share. If you build it, they will come.

Create a branded hashtag to unify content across channels

TIPS FOR EMPLOYEE BRANDING SUCCESS

Train employees on social, personal branding, EB strategy

Give them tools and resources to succeed

Celebrate wins

Embrace change. Take calculated risks. Thats where the big wins happen!

The best way to predict the future is to create it.

- Peter Drucker