Webcast Series:Identify and attract the best

talent in South Africa

Webcast begins at 11AM

5 Steps to a a DIY Employer Brand

Rob Leach Talent Brand Consultant LinkedIn

Click icon to add picture

Guillaume Turpin Media Account Manager LinkedIn

Every candidate you have ever hired has been on the same

journey

Unaware Aware

ConsideringHired

Employer Brand is your companion on this journey

UnawareAware

Considering

Hired

The beauty of employer brand is you don’t need everybody to know

your name. Only the right people.

#TalentBrand

What does it mean to work for your organization?

We all have different motivations

9

The EVP is what an organization offers in exchange for employment. It is also referred to as

the employment deal. It encompasses every aspect of the employment experience — from the organization’s mission, purpose and values, to its jobs, culture and

people, to the full portfolio of its total rewards programs.

Towers Watson Global Workforce Study

What is an Employee Value Proposition (EVP)?

Post-Application Experience

Pre-Application Experience

Application Experience

Campus recruitment Awareness

Engagement

Commitment

Retention

Consideration

Preference

Internship

Career site

Invitationletter

Introduction

Performancereview

Interview

Rejectionletter

Exitinterviews

Informing /Involvingpeople

Careerdevelopment

Managementbehavior

AssessmentContract handling

Employer BrandCompany

brand

Philips Touchpoint Wheel

Relevant– To the target audience

Consistent– Must build trust

Credible– Must deliver on its promises

Inspirational– A strong brand will connect

on an emotional level

Unique– Set apart from its competitors

Employer Brand Attributes

2015South Africantalent trends

Download the 2015 South Africa Talent

Trends Report HERE

THE FACTS

83%Agree that talent brand has significant impact on the ability to hire great talent.

Lower cost per hire by up to 50%.

Reduce employee turnover by up to 28%.

Influence the conversation with candidates. If you don’t, someone else will.

Talent brand: Gap between value and action.

Talent brand is prioritised but action is yet to follow

20% 40% 60% 80%

79%

60%

49%

46%

We regularly measure the health of our employer brand

Those responsible for our employer brand have enough resources to do it well

We have a proactive employer brand strategy

Our employer brand has a significant impact on our ability to hire great talent2

Talent brand: SA companies are above average

SA companies are far above average on talent brandTo stay ahead, SA companies must continue to create a proactive talent brand strategy, measure, and invest in their talent brand.

Talent brand is a top priority for our organization

My

com

pany

has

a p

roac

tive

tale

nt b

rand

stra

tegy

Part 3: Talent Brand

25% 75%

35%

65%

54%

51%51%

57%

41%42%

50%

41%

55% 56%

48%

39%

44%

47%

53%

48%

41%

54%

60%

2015 SA Recruiting Trends

Download the South Africa Recruiting Trends

Report HERE

16

Talent in South Africa is more active than the global average but most are still passive

SA professionals are more likely to seek new job opportunities than professionals in other parts of the world.

South AfricaGlobal

17

Intro slide

18

5 Steps To A DIY Employer Brand

Leaders People EVP Content Channels

RESEARCH & ANALYSE CREATE & IMPLEMENT

Leaders Research – Talk to your leaders

• 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

• Select a number of senior members in the organisation and ask them about their vision for the company

• 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?Ex

ampl

e Q

uest

ions

People Research – Talk to your people

• 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 (different groups to gain different views) with no more than 10-12 people in it and try to stimulate discussion.

• 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?Fo

cus

Gro

up Q

&A

EVPAnalyse your research to draft your Employee Value Proposition

• Look for common themes from the interviews and focus groups Break it out into topics. For example:

The day to day

The company

Employee growth Leaders Culture Rewards

Employee Value Proposition

The EVP should be a statement that captures the “essence” of what it is like to work at the company. It should clearly communicate what it

“means” to work there.

Get buy in from all stakeholders. This statement will define your company as an employer.

22

LinkedIn’s EVP

Transformation

Work-Life Balance

Total Rewards

Powerful Brand

Top Talent

ContentCreating content and telling your storyCreate content, using your employees as ambassadors, in the following ways:

Copy Image VideoHire a

copywriter (or use a strong

internal writer) to write about the company based on the EVP. Ask your employees for testimonials.

A picture is worth a thousand words, so sharing images that capture your company spirit and values is a great way to showcase your talent brand.

You can have a lot of fun

making your own video –

check out this video!

ChannelsSelecting your channels and communication strategy

Now your content is ready, it is time to let your target market know!

Channels – think about all of the places, online and offline, where people can learn what it is like to work for you. Build in the content you have created. Reference the Philips Touchpoint Wheel.

Communication Strategy – Get your story out there!• Plan – Define your audience and build a content calendar• Share your content – where, when and how• Amplify – Increase and optimise engagement• Measure & Adjust – Find out if your strategy is working• See our Content Marketing eBook!

Questions?

 Webcast SeriesIdentify and attract the best talent in South Africa

Webcast 2 :Identify the Best Talent: Your Roadmap to Sourcing Like A Pro

13th of OctoberPresented by Matt Davis, Customer Success ConsultantLinkedIn

To Register for the Live stream follow this link: http://bit.ly/TalentConnectLondon

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