Building an Employer Brandthat Attracts Top Talent

Stacy Donovan ZaparTenfold

PLENTY OF FISH IN THE SEA? Why Your EMPLOYER BRAND Matters More Than Ever

Stacy Donovan Zapar

Founder, Tenfold @StacyZapar

stacyzapar.com40K+

social34K+ 1M+

clients

speaking

featured

recruiting

boards

• Employer Branding• Social Recruiting • Candidate Experience• Sourcing Strategies• Training• Consulting

What’s the #1 challenge facing Recruiting today?

Go!

training

lack of data

social recruitingcomp

attritionATS

resources

employees referrals

candidate experiencetechnology

quality of hire

cost per hire

time to fill

reporting

declines

FINDING TOP TALENT

63% of CEOs are concerned about attracting top talent with key

skills.

So how do we find, attract and recruit that top talent?

1.Sourcing2. Talent Attraction

job postings employer referralscontent marketing employer brand

SOURCING IS LIKE FISHING

PLENTY OF FISH IN THE SEA?

TALENT ATTRACTION IS LIKE CASTING A NET

A STRONG EMPLOYER BRAND

A STRONG EMPLOYER BRAND

A STRONG EMPLOYER BRAND

A STRONG EMPLOYER BRAND

A STRONG EMPLOYER BRAND

ADDED BONUS? FACILITATES SOURCING

BUT WHAT IF YOUR BRAND ISN’T STRONG?

OR YOU’RE ATTRACTING THE WRONG TALENT

OR YOU DON’T KNOW WHAT YOU’RE DOING

of recruiters don’t understand their own

employer brand.

50%

EMPLOYER BRAND

What is YOUR Employer Brand?

people

employer brand

culture

perks

leadershipalumni

network

current employees

candidate experiencereputation

perception

transparency

authenticity

Employee Value Proposition Company Culture

People Candidate Experience

EMPLOYER BRAND

EMPLOYER BRANDING TELLS A STORY...

a , transparent story of

what it’s really like to

work at your company.

relevant

EMPLOYER BRAND EXECUTE

GAMEPLAN

1. RESEARCH & TAKE INVENTORY

NEWS ARTICLESDEPARTMENT / EMPLOYEE BLOGS

OFFICE ENVIRONMENT / CUBE LIFE

COMPANY EVENTSCOMPANY CULTURE / DAY IN THE LIFE

INTERNAL INSIGHTS

EMPLOYEE SPOTLIGHTS

UNIQUE PERKS & BENEFITS

CANDID PHOTOS / IPHONE VIDEOS

CAREER STRATEGIES

HUMOR / MEMES

RELEVANT QUOTES

DIG TO FIND GREAT CONTENT

WHAT DOES GREAT CONTENT LOOK LIKE?

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

@PRSarahEvans

2. BUILD AN EMPLOYER BRAND ROADMAP

3. WHAT’S IN A NAME?

4. A UNIQUE & CONSISTENT HASHTAG

5. ESTABLISH PILLARS OF CONTENT

6. TRAIN RECRUITERS ON SOCIAL MEDIA

7. ESTABLISH GOALS & BENCHMARKS

8. DEVELOP A CONTENT CURATION STRATEGY

9. DEVELOP A COMMUNITY MGMT PLAN

Week 2 | Week 3 | Week 4

10. DEVELOP A CONTENT CALENDAR

Content curation, schedule posts for the week

Engage,follow back

Engage Engage,follow back

Engage Engage, #FF

SUN MON TUE WED THU FRI SAT30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN

EXECUTE

SOCIAL MEDIA STRATEGY

SOCIAL STRATEGY: TWITTER

SOCIAL STRATEGY: FACEBOOK

SOCIAL STRATEGY: FACEBOOK

• Tech talks on

Wednesdays!• Free lunches• Coconut water and

lemonade• Each floor has a theme• Rooftop terrace• Friday get-togethers

with beer and music• “What a great place to

work!”

SOCIAL STRATEGY: INSTAGRAM

SOCIAL STRATEGY: LINKEDIN & GLASSDOOR

SOCIAL STRATEGY: PINTEREST

CONTENT STRATEGY: BLOGGING

AN ENGAGING CAREERS PAGE

BRANDED, INNOVATIVE JOB POSTINGS

LIVE EVENTS & MIXERS

MONTHLY TWEETCHATS

#GoTripAdvisor

PODCASTS, HANGOUTS & INTERVIEWS

EMPLOYEE SPOTLIGHTS & BLOG POSTS

GLASSDOOR STRATEGY

COMPANY-WIDE SOCIAL TRAINING

FOCUS ON CANDIDATE EXPERIENCE

WRAP

EMPLOYER BRAND GAMEPLAN EXECUTE

?

@StacyZaparin/stacyzapar

thisistenfold.com

619.917.9221stacy@thisistenfold.com

Tenfold