Little Company Big Brand: Employer Branding for SMB

Why is Employer Branding so Important?

The employer brand determines the quality of the workforce.

It drives the level of engagement, motivation and retention, which is strongly linked to higher

revenues, profit margins and overall returns on investment. Companies capable of attracting the

best talent simply perform better!- ICMAS Group -

Attract, Engage, Retain

A strong employer brand can be an effective way to attract and retain top talent. Companies with a strong employer brand attract at least 3.5 more applications per job posting than other

company in the same industry.

Source: CareerBuilder

Where do people most report getting to know your brand?

80% Website/

Career Site

58% follow a brand on Facebook

29% follow a brand on

twitter

Source: NAS Recruitment Communication, ltd

A Company’s unique employment brand strategy boost employee engagement. Happy and engage employees have a positive impact

on a company bottom line

Developing an Employer Brand Strategy

Measure

Define employee

Value Proposition

Develop Attraction Strategies

CommunicateEngage &

Retain

Top considerations when applying for a job

Company Culture

Market Presence

Most important attributes in attracting new hires

• 38%• 36%• 31%

• 40%• 44%

Career Growth

Company Culture

Product/Services Quality

Ethics – Financial Stability

Tools to Attract New Hires

Employee Referrals

Talent Communities

Corporate Careers Site

Attraction: Employer Referral Stats

• Hire quality — Referrals are the top source for new hire quality.

• Speed (application-to-hire time in days) – Referrals are the fastest time to fill: 29 days for referrals, 39 days for job boards, and 45 days for career sites

• Retention rate (2yrs) – employee referrals are #1 at 45% retention, compared to 20% from job boards after two years.

• Applicant-to-hire ratio — Referrals are #1 and are hired at a rate of 1 out of 3 applications for top-performing firms and 1 out of 10 at average firms. Compare that to an average applicant to hire ratio of 1 out of 18 from all sources.

Source — Staffing.org 2011; Jobvite index 2012; CareerXroads 2011 – 2012;Dr. John Sullivan and Associates research 2008-2011

Attraction: Building Talent Communities Social networking has gone beyond just posting jobs on linked in and Twitter.

Talent Communities is the word of the day. The key with successfully using social media is to make sure it’s a 2 way street.

The intent is to generate conversation and content interest, not to simply broadcast.

Talent Pools

Social Media

Talent Communities

Attraction: Careers Portals

Job listings are only one element.

The careers site is, often, the “final stop” for a candidate interested in your company, or a “first stop” for an employee referral or other passive candidate. This is your first/

last chance to make a good impression!

Attraction: Careers Portals

Get Social! Include deep links and widgets to Social media

Utilise the power of “share”

Outline your culture.

Answer their questions Be Transparent

Make your Careers site more than an

“afterthought”

Job listings are only one element

Keep content fresh

Download Report

Keep Up with HR Tends

About SilkRoad

SilkRoad is a global provider of cloud-based, end-to-end talent management solutions that enable customers to find, attract, develop, and retain the best talent. The award-winning SilkRoad® Life Suite® includes Talent Acquisition, Talent Development, and HRM solutions that are delivered through a Talent Portal to drive greater engagement, collaboration and user adoption. The suite is easy to deploy, easy to use, and affordable for business of every size. Visit SilkRoad.com/uk for more information.