© 2013 CareerBuilder
© 2013 CareerBuilder
Rosemary Haefner, Global Vice President Human Resources - CareerBuilder
WHAT YOUR CEO SHOULD BE DOING TO IMPROVE YOUR
COMPANY’S EMPLOYMENT BRAND AND RECRUITING
© 2013 CareerBuilder
COMPETITION FOR TOP TALENT
► 1 ◄
40%of employers say they
have difficulty
retaining critical-skill
employees
70%of Americans are not
engaged at the
workplace
59%of hiring managers
are concerned
about the growing
skills gap.
3 in 10H.R. managers say
they have open
positions for which
they cannot find
qualified candidates.
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BIG TALENT SHORTAGES
► 2 ◄
Source: McKinsey Global Institute U.S. Jobs survey, 2011. McKinsey Global Institute Analysis.
COMPANIES REPORT THAT POSITIONS IN
MANAGEMENT, ENGINEERING AND COMPUTER
PROGRAMMING ARE THE MOST DIFFICULT TO FILL
MANAGEMENT
BUSINESS SUPPORT FUNTIONS
SCIENCE/ENGINEERING
COMPUTER PROGRAMMERS/IT
SALES/MARKETING
CUSTOMER SERVICE STAFF
CREATIVE
ADMINISTRATIVE SUPPORT
LABORERS, MOVERS, DRIVERS
PRODUCTION WORKERS
MANUAL TRADESMEN
25.4
26.4
17.8
17.4
17.2
12.8
9.3
8.6
8.0
7.5
7.1
WHICH POSITIONS ARE MOST DIFFICULT TO FILL?
% OF RESPONDENTS (N=1,285)
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PROFILE OF A JOB CANDIDATE
► 3 ◄
Of full-time employed workers
are either open to or looking
for a new opportunity
Say searching for a new
opportunity is part of their
“regular routine”
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CASE FOR EMPLOYMENT BRANDING
► 4 ◄
Source: Employer Brand International’s 2012/2013 Global Research Study
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WHAT ARE CEO’S CONCERNED
ABOUT?
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TALENT = TOP CONCERN FOR CEO’S
Q: To what extent do you anticipate changes at your company in any of the following
areas over the next 12 months?
Strategies for managing talent
Organizational structure (including M&A)
Approach to managing risk
Capital investment decisions
Focus on corporate reputation and rebuilding trust
Capital structure
Engagement with your board of directors
21
26
32
38
49
55
63
55
50
50
42
35
29
27
23
22
17
19
15
14
8
17
25
23
23
36
50
52
52
47
54
48
41
34
34
31
27
23
28
22
15
12
No change Some change A major change
Base: All respondents (1,258) / Source: PwC 15th Annual Global CEO Survey 2012
2012 2011
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TALENT CONSTRAINTS = LOST
OPPORTUNITIES
Our talent-related expenses rose more than expected
We weren’t able to innovate effectively
We were unable to pursuit a market opportunity
We cancelled or delayed a key strategic initiative
We couldn’t achieve growth forecasts in overseas markets
We couldn’t achieve growth forecasts in the country where we are based
Our production and/or service delivery quality standards fell
43 %
31 %
29%
24%
24%
24%
21%
Q: Have talent constraints impacted your company’s growth and profitability over the
past 12 months in the following ways?
Base: All respondents (1,258) / Source: PwC 15th Annual Global CEO Survey 2012
© 2013 CareerBuilder
► 8 ◄
WHAT ABOUT EMPLOYMENT
BRANDING?
Source: Employer Brand International’s 2012/2013 Global Research Study
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FOUR KEY STRATEGIES
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ENGAGING YOUR CEO
Educate Use Data Keep It
SimpleMake it
Authentic
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EDUCATION
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IMAGINE THIS…
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WHY SHOULD THEY CARE?
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ASK THE QUESTION
WHY SHOULD I WORK FOR YOU ?
CANDIDATE
EMPLOYEE
© 2013 CareerBuilder ► 15 ◄
CREATE YOUR STORY
BRAND
Authentic
Visionary
Unique Attractive
To your employees
From your
competitors
To your
candidates
Aligned with leaders
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USE DATA TO MAKE YOUR CASE
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METRICS USED TODAY
► 17 ◄
Source: EBI 2011 Global Study
WHAT DO COMPANIES USE TO MEASURE THE ROI OF
EMPLOYMENT BRANDING?
RETENTION RATE
EMPLOYEE ENGAGEMENT
QUALITY OF HIRE
COST PER HIRE
NUMBER OF APPLICANTS
38%
5%
33%
29%
27%
26%
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PRICE OF A BAD BRAND
► 18 ◄
WHO FEEL A
BRAND IS
UNATTRACTIVE
PREMIUM FOR
CANDIDATES
WHO FEEL A
BRAND IS
ATTRACTIVE
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IMPACT ON COMPENSATION
► 19 ◄
OF CANDIDATES
WILL ACCEPT
THEIR LOWEST TARGET SALARY
FOR A COMPANY
WITH A
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BRAND MATTERS TO CANDIDATES
► 20 ◄
OUT OF CANDIDATES
SAY EMPLOYMENT BRAND PLAYS A ROLE IN THEIR DECISION
WHETHER TO APPLY AT A SPECIFIC COMPANY OR NOT.
Source: CareerBuilder 2013 Candidate Behavior Study (June 2013).
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POST-HIRE ANALYSYS
► 21 ◄
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SURVEY YOUR MOST ENGAGED
► 22 ◄
© 2013 CareerBuilder ► 23 ◄
SOCIAL MEDIA FOR TRANSPARENCY
What are
Employees
Saying?
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KEEP IT SIMPLE
© 2013 CareerBuilder ► 25 ◄
SIMPLICITY
“If you can't explain it to a six year old, you don't
understand it yourself.”
- Albert Einstein
© 2013 CareerBuilder ► 26 ◄
HAVE TALK TRACKS READY
YOU SHOULD
WORK HERE
BECAUSE…
OUR COMPANY
OFFERS…
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BE AUTHENTIC
© 2013 CareerBuilder ► 28 ◄
BELIEVING IN THE BRAND
What is your CEO passionate about?
Are employees passionate about it too?
© 2013 CareerBuilder ► 29 ◄
ASK EMPLOYEES & COMPARE
© 2013 CareerBuilder ► 30 ◄
HOW CAREERBUILDER DID THIS:
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TAKEAWAYS
© 2013 CareerBuilder ► 32 ◄
ASK: WHAT’S OUR EMPLOYMENT BRAND?
Brand 1
Brand 2
Brand 3
© 2013 CareerBuilder ► 33 ◄
CONSISTENCY IS KEY
Our Company’s Brand Story
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THOUGHTS?