Recruitment Solutions

Presented by: Justin Libak

In Partnership With:

Recruitment Solutions

• Why Employer Branding Matters

• How to Develop the Story

STORYTELLING FOR RECRUITMENT

AGENDA

• Ways to Tell the Story

• Where to Tell the Story

Recruitment Solutions UNEMPLOYMENT RATES AND AREAS

Employers must have a

complete recruitment

strategy to attract top talent

National: %

Florida: %

• 7.3 million job openings in the U.S.

• 6.0 million unemployed persons in the workforce

• 2.1% unemployment rate for those

with at least a Bachelor’s degree

Palm Bay-Melbourne-Titusville MSA: 3.1%

Miami-Fort

Lauderdale-West Palm Beach MSA: 3.1%

Tampa-St. Petersburg-Clearwater MSA: 3.1%

Orlando-Kissimmee-Sanford MSA: 2.8%

Jacksonville: 3.0%

North Port-Bradenton-Sarasota MSA: 2.9%

Florida Unemployment rates as of May 2019

National unemployment rate June, 2019

Source: Bureau of Labor Statistics

3.7 3.4

Pensacola-Ferry Pass-Brent MSA: 2.9%

Recruitment Solutions

Employer Brand vs. Employer Branding How are they different?

83% Of recruiters say

brand significantly

impacts their ability to

hire great talent (LinkedIn)

84% of employees say they’d

consider leaving their current

job for a company with an

excellent reputation (Hubspot)

Recruitment Solutions EMPLOYMENT BRAND VS EMPLOYMENT BRANDING

Developed from:

• Candidate experience • Employer value proposition

• Company values • Current employees

EMPLOYMENT BRAND

The market’s perceived work experience at an employer

External

Recruitment Solutions EMPLOYMENT BRAND VS EMPLOYMENT BRANDING

Helps to:

• Set employee expectations • Improve retention

• Attract the right candidates • Complement current

brands

EMPLOYMENT BRANDING

How an organization actively manages its brand

Internal

Recruitment Solutions STORIES – A BRANDING TOOL

Stories create emotion and deliver messages by:

Companies with a bad reputation spend at least

10% MORE PER HIRE (Harvard Business Review)

Conveying the

employer’s

purpose

Increasing

authenticity

Creating a sense of

urgency and

excitement

Driving passion

in current and

perspective

employees

Recruitment Solutions OPEN THE HOOD

Improve recruiting efforts by giving

prospective candidates a look under the hood

• Engage job seekers by creatively sharing employer brand

• Give time-crunched passive candidates what they need: more information, earlier

• Increase the amount of positive touch points for perspective candidates

• Remove the “what” and focus on the ”why”

Recruitment Solutions

Active Social Media User

Age: 39

Married with 2 kids

Follows Mom blogs

Created an Instagram for her food recipes

Streams her favorite shows online

Has a Bachelor’s Degree

Jim just relocated for work to Pensacola for his

promotion and Cindy needs to find a new position

Trigger

Cindy L.

Cindy’s Candidate Persona

Recruitment Solutions

16

Step 1 - Search

Let me look at

jobs in Pensacola

Step 4 – Social Page Wow, they’re featuring a behind the scenes look at the their culture!

Step 8 - Conversion

Applies to job

postings

Step 3 -

Reviews

What do

their

employees

say

Step 2 – Open Position Let me look at specific positions

Step 6 – Break Social Page

Are you retargeting on Social Media?

Step 5 – Careers Website Benefits, what sets you

apart?

The typical job seeker

encounters ___ touchpoints

when looking for a new job Source: CareerBuilder

Step 7 – Networking

Do I know anyone who works here?

Cindy’s Candidate Journey

Recruitment Solutions

Developing the Story

Recruitment Solutions

1 2

3 4

5

Determine

Employer

Brand

Specify

Corporate

Values

Select

Audience

Define

Success

Get

Creative

DEVELOPING THE STORY

Launch

Employer

Branding

6

Recruitment Solutions DEVELOPING THE STORY

Determine Employer Brand

• What do employees say about the

workplace?

• How candidate friendly is your hiring

process?

• How do candidates perceive you?

Specify Corporate Values

• How socially conscious is your

business?

• What does your business stand for?

• Non-profit or organizational partnerships

Select Audience

• Diversity/veteran initiative

• Who is the ideal candidate?

• Don’t discount current employees

Recruitment Solutions DEVELOPING THE STORY

Define Success

• Decrease average time to fill

• Reduction in average open positions

• Lower cost per hire

Get Creative

• Let current employees tell their story

• Create video story

• Get active on Social Media

Launch Employer Branding

• Determine where the story will be told

• Specify which media outlets to target

• Different avenues accomplish different

goals

Recruitment Solutions

Ways to Tell Your Story

Recruitment Solutions WAYS TO TELL YOUR STORY

Video Branded

Content

Blogs Current

Employees

Recruitment Solutions VIDEO

• Videos are a great way to share corporate brand, message, and stories

• Target candidates with authentic videos

• In a pinch? Get your current employees to develop content

60% Of US Facebook users watch

branded videos daily (eMarketer)

83 MINUTES Average daily time

spent with video (eMarketer)

Recruitment Solutions

Publix Jobs: What's it Like to Work for Publix in Retail?

Recruitment Solutions

Recruitment Solutions BRANDED CONTENT

• Extend branding reach beyond typical channels

and audience

• Influence branding and increase awareness

• Develop and maintain a message aligned with

corporate values

• Demonstrate corporate thought leadership

Content Goals: • Showcase employer value

• Reach new audiences

• Position community influence

• Reach passive candidates

Recruitment Solutions BRANDED CONTENT

Recruitment Solutions BLOGS

• Easy and creative way for employers to increase branding and content production

• Blogs and local content increase page rank and SEO

• According to Wordstream, blogging is the most important content for marketers

• Increase effectiveness with a recruiting-specific blog

Recruitment Solutions

Nokia Employee Vlog: Anni

Nokia Vlog

Recruitment Solutions CURRENT EMPLOYEES

• An honest employer brand will be displayed through employees

• Employee referrals deliver quality candidates and should be an

employer’s number one source of hire

• Employee referrals delivered more than 30 percent of hires in 2016. (SHRM)

• But employees can’t do it all themselves – referrals will need supporting content

before going all-in

Recruitment Solutions

Getting the Story to the Right People

Recruitment Solutions GETTING THE STORY TO THE RIGHT PEOPLE

The content has been created,

where should it go for best return?

• Career Site

• Content Sites

• Branded Content

• Video

• YouTube

• Social Media

• Employee Referrals

Recruitment Solutions

Questions & Discussion