How to Build an Employer Brand from Scratch

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Featured Speakers

Stacy Zapar Founder at Tenfold

@StacyZapar

Lisa Holden Employer Communications Manager

at Glassdoor @LisaAHolden

Michael Smith Senior Manager, Recruitment Marketing

at Walmart @MichaelSmithD

agenda what is an employer brand

why employer branding matters

first steps: building an employer brand

amplifying your brand message

company spotlight: Walmart

key takeaways

What Is An Employer Brand?

What Is an Employer Brand: Your Reputation

– Jeff Bezos, Founder and CEO, Amazon.com

“ Your brand is what other"

people say about you when"you’re not in the room.

What Is an Employer Brand: Culture

CEOs and HR leaders now recognize that culture drives people’s behavior, innovation, and customer service, and

82% of leaders believe company culture"gives them a competitive advantage.

(source: Deloitte 2015 Human Capital Trends)

What Is an Employer Brand: Mission & Values

Becoming Irresistible, Deloitte, February 2015

What Is an Employer Brand: Your People

Edelman Trust Barometer, 2014

Why Employer Branding Matters

Value of Your Employer Brand

Organizations that prioritize Employer Brand are: •  250% more likely to rate their overall talent acquisition

efforts as highly effective •  185% more likely to have at least a high-level talent

acquisition strategy in place •  130% more likely to see increases in employee

engagement

Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014

Strong Employer Brands Lead to More Candidates

Source: Melián-González & Bulchand-Gidumal, 2016

Impact of Positive, Neutral and Negative Employer Reviews on Image and Recruiting Ability

Strong Employer Brands Speak for Themselves

Source: Melián-González & Bulchand-Gidumal, 2016

Impact of Positive, Neutral and Negative Employer Reviews on Salary Demands by Prospective Employees

First Steps: Building an "Employer Brand

– Kathryn Minshew, @kmin

Branding is a promise to your customers. Employer branding is a promise to your

current and future employees.

Great employer branding peels back the curtains

So what’s your company’s story?

The first step? Build an employer brand roadmap.

1. Define recruiting challenges. Tie EB goals to them.

2. Establish benchmarks. Measure. Track. Adjust.

3. Establish team, resources, key stakeholders

4. Partner with Marketing. It’s all ONE brand.

5. Listen to your employees: surveys, interviews, Glassdoor

6. Audit existing assets. Assess. Take inventory.

7. Define core values and EVP

8. Develop personas

9. Develop your narrative and content strategy

10. Evaluate tools, technologies and training needs

Building a Strong, "Authentic Narrative

Employee storytelling is where it’s at!

Employee Storytelling

•  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

•  Employees have ~10X the social following your company has!

https://www.fastcompany.com/3044156/hit-the-ground-running/why-vocal-employees-are-a-companys-best-pr https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priority

http://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr

Video content is a must!

Mobile, mobile, mobile

Great Stories to Share

•  The Work Being Done

•  Company Culture

•  Impact / Higher Purpose

•  Office Environment

•  EVP / Core Values

•  Employee Spotlights

•  Meet the Team

•  Unique Perks & Benefits

•  Company Events

•  Social Causes

Amplifying Your Brand Messaging

– Smashfly corporate website

Recruitment Marketing is every tactic — content marketing, email nurturing, social recruiting,"

mobile recruiting, career site, SEO, employee referrals, talent networks, job marketing, employer branding, recruiting events,

recruiting analytics, CRM – that a talent acquisition team uses to find, attract, engage and

nurture leads in order to convert them into more qualified applicants to fill jobs now and in the future.

Social Channels

Raw, Real-time Sharing

Targeted / Retargeting Ads & Sponsored Posts

Glassdoor / Reputation Management

Transparency in Action: Own your Culture

Blogging / Content Marketing

Engaging Careers Pages / Employee Q&A

Employee Profiles / Meet the Team

Recruiting Team: Transparency in Action

Landing Pages / Branded Job Postings

Newsletters / Email Campaigns

Texting Campaigns

Live Events: Meetups, Mixers and Hackathons

company spotlight

Our challenges are somewhat unique. •  What is your brand?

•  What are your objectives?

•  Who's your demographic?

•  What are your resources?

Explores Website

Evaluates / Bonds

Offer / Weighs

Invests / Applies

Sees an ad / organic search

Don’t Hire

Define recruiting challenges.

1 Candidate Phases

1.6 M Unique Visitors / Mo.

Explores Website

Evaluates / Bonds

Offer / Weighs

Invests / Applies

Sees an ad / organic search

Don’t Hire

Define recruiting challenges.

1.6 M Unique Visitors / Mo.

2.3 Pages per Session

Candidate Phases

Saving people money so they can live better.

Tie EB Goals to Challenges.

Prioritization Grid

Feasibility

Time Wasters

Big Bets

Utilities

No Brainers •  No Brainers may give you a

tactical advantage

•  Big Bets offer strategic differentiation

•  Utilities may be table stakes

•  Avoid Time Wasters

- IBM Design

Establish Benchmarks

Don’t Boil the Ocean ≤ 3 KPIs per tactic…

(Google “recruiting metrics ERE”)

Visualize in DOMO, Tableau, or something similar. Excel will do.

Establish Benchmarks

Objective = how much + by when 1.  Improve brand opinion & consideration

•  ↑10 NPS points by Q2 2.  Drive quality candidates down the application funnel

•  ↑10% by Q4

Establish Team and Stakeholders

Shepherding 100+ stakeholders •  Executive Leadership •  Design Influencers •  High Volume Users •  Vendor Partners •  Content Contributors •  Testers

Establish Team and Stakeholders

Set clear expectations up front…

1.  What are their roles? 2.  When are they required (timeline)? 3.  What kind of feedback is required? 4.  What are the risks and mitigation tactics?

Partner with Marketing

Partner with Marketing… and Corporate Affairs, and the UX Team,

and “Rogues”, and…

Listen to Employees 5 …and candidates.

– Sam Walton, Founder of Walmart

“ The secret of successful retailing is to give your

customers what they want.

– Bridget van Kralingen, Senior Vice President of IBM Global Business Services

“ The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.

Not this.

Habanero Consulting Group

If it has to be minimal, make it delightful.

Audit Existing Assets

The Ugly Baby 1.  Finding job openings isn’t easy. 2.  User paths are confusing. 3.  Site doesn’t clearly articulate the employer brand. 4.  Self-help tools are lacking. 5.  Site doesn’t reflect culture, our strongest value prop.

Why Walmart We are amazing problem solvers who deliver

solutions through a juxtaposition of head and heart.

Define Core Values

Walmart careers Tradition.

Local. Nice.

A Calling. The Collective.

Modernity. Global. Relentless. A Calling Card. The Individual.

Key User Need

Become a part of something meaningful.

Develop Personas

Says What do they say, or need to say to others?

Does What do they do to accomplish their desires?

Thinks What do they think about the situation?

Feels / Values How does this person feel about their job / prospects?

Candidate Journey Phases

World Onboard Explore Weigh Invest Evaluate

Emphasizing our brand

Letting our culture shine

Putting the candidate first

Guiding our candidates to success

What Were We Solving for?

Clean. Helpful. Human.

Job search, enhanced.

Discover. Be Inspired. Join Us.

Week 1 Stats (March 21-27, 2017 vs. March21-27, 2016)

Pages / Session

↑ 40% Avg. Session Duration

↑ 19%

Bounce Rate

↓ 30%

Key Takeaways

Prioritize your employer brand

Get started by building a roadmap

Engage employees to become brand ambassadors

Stacy Zapar Founder at Tenfold

@StacyZapar

Lisa Holden Employer Communications Manager

at Glassdoor @LisaAHolden

Michael Smith Senior Manager, Recruitment Marketing

at Walmart @MichaelSmithD

How to Build an Employer Brand from Scratch

Recruiting & HR

Transcript of How to Build an Employer Brand from Scratch

Build employer brand equity

Employer Brand Playbook

Creating Employer Brand Value

Brand Vs Employer Brand

Brand Building 101: How to build a brand from scratch

Employer brand ROI

Employer Brand Mangement

+ Grs employer brand russian

Employer Brand Playbook Webinar

Measuring & Managing Employer Brand

THE EMPLOYER BRAND CREDIBILITY GAP - … · The Employer Brand Credibility Gap: Bridging the Divide 4 THE CONTINUUM OF EMPLOYER BRANDS The level of employer brand credibility is less

Employer Brand Analytics 101

Employer Brand Measurement

Auditing Your Employer Brand

Brand From Scratch BM

Communicating Your Employer Brand

Employer Brand Strategist

TripAdvisor - Employer Brand Story

Employer Brand Dimensions: Connecting Employees to Employer Brands

Ferrero Employer Brand Journey