Effective Employer Branding

Jenny DeVaughn

Sr. Director, Employer Brand and Marketing

The War for Talent is Over, and the Talent Won.

- Josh Bersin

© 2015, ADP, LLC. Proprietary and Confidential Information. @JennyDeVaughn

More Needles, Less Haystack

© 2015, ADP, LLC. Proprietary and Confidential Information. @JennyDeVaughn

Employer Brand Fail

© 2015, ADP, LLC. Proprietary and Confidential Information. @JennyDeVaughn

Storytelling

A brand is a story that is always being told.

– Scott Bedbury

© 2015, ADP, LLC. Proprietary and Confidential Information.

ADP Global Employer Brand

© 2015, ADP, LLC. Proprietary and Confidential Information.

Increase Qualified Candidate Response

• Outline how to identify your target candidates

• Job titles, locations, education, certifications,

professional organizations, competitors,

publications, conferences, and more

• Use brand sacrifice – only post content that adds value

• Incorporate your preferred contact information in all

outreach

• Ask current high-performing/potential employees for

their advice

© 2015, ADP, LLC. Proprietary and Confidential Information. @JennyDeVaughn

Talent Network

Content is King

© 2015, ADP, LLC. Proprietary and Confidential Information. @JennyDeVaughn

Engagement and Content Generation Tips

• Plan enough time to generate ideal content and to be

responsive

• Read blogs, newsletters, and online publications that your

target audience reads

• Follow the pages and join groups that your target audience

participates in on Facebook, LinkedIn, YouTube, etc

• Follow leaders and those in other organizations that

influence you or your target audience on Twitter

• Repurpose external (NOT internal or proprietary) content

that your target audience would find interesting

© 2015, ADP, LLC. Proprietary and Confidential Information.

© 2015, ADP, LLC. Proprietary and Confidential Information.

If you aim at nothing,

you will hit it every

time.

― Zig Ziglar

@JennyDeVaughn

Thank You

© 2015, ADP, LLC. Proprietary and Confidential Information. @JennyDeVaughn