Post on 23-Jan-2018
Jo Chow Talent Brand Consultant
LinkedIn Hong Kong
Mandy Wong Talent Brand Consultant
LinkedIn Hong Kong
① Why Employer Brand & Why Now?
② Four steps to a compelling Employer Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Agenda
Talent Brand is here to stay, the proof is in the hiring!
Source: 2016 LinkedIn member Insights
In the past 10 years
5X
Talent Brand roles have increased by
In the past 5 years
2X
In the past 3 years
50%
Has your company developed a clear employer branding strategy?
13%
32%
35%
17%
No, we have not developed a strategy
No, but we are working on it
Yes, but it can be further developed
Yes, we have a clear strategy
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)
② Four steps to a compelling Employer Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Build a robust case to bring everyone on board
Estimated cost, benefit and risks
Overall business objective – what are you trying to solve?
Stakeholders 1 Stakeholders 2 Stakeholders 3
Executive sponsorship
Responsibility Responsibility Responsibility
KPIs KPIs KPIs
Your key talent pools
Which department is currently responsible for managing your employer brand?*
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)
8%
13%
17%
18%
42%
CEO
Executive Team
Marketing / Comms / Branding
HR and Marketing / Comms
HR / Recruitment
② Four steps to a compelling Employer Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
What is an Employee Value Proposition?
15
The set of benefits or value a company promises to deliver to it’s existing employees and targeted potential candidates as a place of work.
General Format Employer Brand Framework
Essence
Employee Value Proposition Pillars
Master brand
Rewarding work
Career Stability
A proven track record that can provide long term career
opportunities.
Challenging Work
Employees work on challenging projects and are continuously being given the
opportunity to stretch themselves.
Make an Impact
Employees have direct access to peers and decision makers
and own the opportunity to make a positive impact in their
roles.
Mission | Vision | Values | Purpose
Average tenure of employees is 12 years
Promote within policy
Belief in employee development through cross functional projects
Employee educational assistance
Pay for performance compensation
Direct access to decision makers
Proof Points
4 Steps to create an Employee Value Proposition
1. Research Internally Understand who you are from the inside out
2. Research Externally Understand the people who you want to hire & what current perceptions they hold of your company
3. Put it all together Identify and articulate your unique offering relevant to your talent market
4. Ensure Buy-In Get internal buy-in and commitment from all stakeholders
Understand who you are Step #1 – Internal Research
Who are we? What do we do? Why do we exist? Why does it matter? Why do people work here? What do people not like about
working here? Why do people leave? How are we different?
Base Line Assessment Step #1 – Internal Research
Start by reviewing all relevant information pertaining to the current articulation of your Employee Value Proposition. The company’s Vision, Mission, and
Values. Company and Careers websites Recruitment materials
Remember to ask your recruiters what they say about your company in an interview
Talk to Your Leaders Step #1 – Internal Research
Leaders determine the strategic direction of the company. They set the tone of it’s working environment and have the biggest influence on the employer brand. Interview a number of senior members in the organisation.
Example questions What was your decision process in joining this company? What does success look like for employees working here? What makes the company a great place to work? Define the organisation’s leadership style. Where will the organisation be in 5 years time? What makes the working experience here better than your
biggest competitor? What needs to be improved in the working experience?
Talk to Your People Step #1 – Internal Research
Employees live the culture every day. Their views are the most realistic reflection of what the company is like to work in today. Conduct several focus groups and interviews.
Example questions Why did you join? What is the company’s main strength as an employer? What can the company improve in it’s employment
experience? What do your tell friends/family about what it is like to work
here? How would you describe the leadership? Is the reality the same as your expectation before joining?
Understand who you want to hire Step #2 – External Research
In order to understand who you want to hire to best position yourself to your target talent you need to be able to answer the following questions… Who are we looking to hire? Where are they? What do they value? Who else is competing for them? What does your competition offer? Tools for doing this research New hire interviews / surveys Desktop review of competitors
Identify your unique offering relevant to your talent market Step #3 – Put it All Together
Now synthesize What the talent market wants What competitors offer What you offer (the authentic you) What you would like to offer (the
aspirational you). This will help you identify your unique position in the market place and clarify your employer value proposition.
Define the Pillars of Your EVP Step #3 – Put it All Together
The company Products and Services Leadership Employee growth and development Culture Values Perks and rewards - pay, extras, leave, maternity, etc. Work Environment Corporate Sustainability - environment, charity
General Format Employer Brand Framework
Essence
Employee Value Proposition Pillars
Master brand
Rewarding work
Career Stability
A proven track record that can provide long term career
opportunities.
Challenging Work
Employees work on challenging projects and are continuously being given the
opportunity to stretch themselves.
Make an Impact
Employees have direct access to peers and decision makers
and own the opportunity to make a positive impact in their
roles.
Mission | Vision | Values | Purpose
Average tenure of employees is 12 years
Promote within policy
Belief in employee development through cross functional projects
Employee educational assistance
Pay for performance compensation
Direct access to decision makers
Proof Points
Get internal buy-in and commitment from all stakeholders Step #4 – Ensure Buy-In
It is essential that your EVP has internal buy-in and commitment from all key stakeholders. Put your internal marketing hat on.
② Four steps to a compelling Employer Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
What we’ve always heard from companies in Hong Kong…
• Traditional job portal seems not to be fulfilling our recruitment needs, and we always see familiar faces applying
• Time, resources and efficiency: how do I help my company promote employer brand, when I am already so busy?
• Make recruiting smart by automation and big data by social recruitment
1. We are expanding / changing our businesses, that’s why we need new types of talent
2. HR is asked to fill sizable headcounts to support the business
3. HR is understaffed, concerned about time and resources to fill the headcounts
4. Not sure how I can promote my employer brand
31
What are talent thinking?
32
Perks and benefits
54% 66%
Culture and values
50%
Mission and vision
1 2016 Global Talent Trends Report 2 Member survey: “How and why people change jobs” – March 2015, 10.5k members
49% of candidates say the #1 obstacle to changing jobs is knowing what it’s really like to work at a company1
What candidates want to know most about your company:
Career Pages let you share your authentic story & drive measurable hiring results
Traffic-driving ads & tailored audience views help you engage high-priority candidates
33
• Traditional job portal seems not to be fulfilling our recruitment needs, and we always see familiar faces applying
• Time, resources and efficiency: how do I help my company promote employer brand, when I am already so busy?
• Make recruiting smart by automation and big data by social recruitment
“Life” page provides candidates invaluable culture insights from you & your employees
Robust in-product analytics allow you to see key recruiting results & insights
Reach the right talent 1
Share your authentic story without hassle 2
Measure success 3
“Life” page gives candidates a rich, authentic view into life at your company
Feature inspiring company leaders; allow talent to get to
know them before they join
Feature videos, images, slideshows highlighting your company culture, people, mission
Catch top talent’s eye with a standout image or video telling your company story
Share employee-created photos and
blog posts that tell an authentic
story, while still allowing you to control
your messaging 34
Traffic-driving ads target your high-priority audiences & invite them to visit your Career Pages
On average, traffic-driver ads increase your company followers 68%; followers are a warm pipeline that are 3x more likely to apply1
35
1 LinkedIn Internal Data, 2016 Reach the right talent 1
Dynamic audience views & dropdown give talent a personalized tour of your company
Relevancy drives engagement: viewers are 46% more likely to follow your company when they see content tailored to them1
1 LinkedIn Internal Data, 2016
36 Share your authentic story
without hassle 2
No time, no problem: Career Pages Admin tools make it easy to create & maintain content
Edit mode allows you to preview or save prior to publishing
Easily toggle modules on or off for every audience view
Intuitive, in-line editing experience
We’ll suggest content based on recency and relevancy
37 Share your authentic story
without hassle 2
No time, no problem: Leverage other functions and all employees to help out
38
Potential owners Company logo, banner, slogan, video, description (Company Page)
PR or Marketing
Employer branding banner, slogan, video, company culture description (Career Page) HR
Company update (news) PR or Marketing
Employee events updates (news) HR Jobs posting HR *Employee’s Post & Sharing (New) HR and all employees
*Employee’s events photo collecting (New) HR and all employees
Showcase pages Product Marketing Share your authentic story
without hassle 2
In-product analytics help you measure success at all stages of your recruitment pipeline
Measure visitor growth and frequency; understand the demographics of talent you attract
Gain competitive insight, including Talent Flows
Measure impact on job engagement and pipeline
39 Measure success 3
Our early-access customers have already seen success with Next Gen Career Pages
+60% increase in page views per visitor1
+175% increase in job views1
40
1 LinkedIn Internal Data, 2016
② Four steps to a compelling Employer Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Implementation – formula of success
Just do it
Don’t bite more than you can chew
Show and promote early successes