Recruiting Optimization Roadshow - Stacy Zapar, Tenfold
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Building an Employer Brand that Attracts Top Talent Stacy Donovan Zapar Tenfold
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Transcript of Recruiting Optimization Roadshow - Stacy Zapar, Tenfold
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
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