How to Build a Better Employment Brand

Presented by:

Keith Hadley, Practice Leader, Employment Branding, CareerBuilder

Jennifer Way, President, Way Solutions

BUILDING A BETTER EMPLOYMENT BRAND

#hrconnect

OUR SPEAKERS

Keith HadleyPractice Leader, Employment BrandingCareerBuilder@keithhadley

Jennifer WayPresidentWay Solutions@waysolutions

#hrconnect

WE ARE COMPETING!

#hrconnect

COMPETITION FOR TALENT

40%of employers say they have difficulty retaining critical-skill employees.

70%of Americans are not engaged at the workplace.

59%of hiring managers are concerned about the growing skills gap.

5 in 10H.R. managers say they have open positions for which they cannot find qualified candidates.

#hrconnect

TALENT SUPPLY & DEMAND

#hrconnect

TALENT SUPPLY & DEMAND

#hrconnect

#hrconnectTHINK LIKE A MARKETER

THE CONSUMER CANDIDATE

search for jobs while at work.

different resources are used

on average before applying to a job.

Of full-time employed workers are actively looking or open to new job opportunities.

Source: CareerBuilder and Inavero Candidate Behavior Study 2013

#hrconnect

RESOURCES USED IN A DECISION

Q15. How many different people/resources did you use for each type of resource.Source: Google/Shopper Sciences, ZMOT Macro Study, April 2011 www.google.com/think/insightsSource: 2012 Inavero/CareerBuilder Candidate Behavior Study, April 2012

#hrconnect

In US/Canada:

• 76% say their Career Site is the main communication medium for Employer Brand.

• 44% Plan on increasing spending on EB

Biggest Challenges:

#1 – Obtaining budget

#2 – EB messaging across departments

EBI 2014 STUDY – NOTEWORTHY…

#hrconnect

EBI 2014 STUDY

#hrconnect

WHERE DO JOB SEEKERS GO TO RESEARCH YOU?

#hrconnect

SEARCH ENGINE – 85%

engineering jobs in wisconsin

#hrconnect

COMPELLING EXPERIENCE

#hrconnect

COMPELLING EXPERIENCE

CAREER SITE – 83%

#hrconnect

MOBILE (MORE THAN 50%)

#hrconnect

SOCIAL MEDIA – 62%

#hrconnect

BRAND MATTERS

of candidates believe employment brand plays a key role in their decision whether or not to apply.

Key components that make a company attractive:

for treating an employee well.

Source: CareerBuilder and Inavero Candidate Behavior Study 2013

#hrconnect

Think CONSUMER experience.

Easy – “One click to buy online.”

Transparent – “I know where my shipment is.”

Personal – “I have a relationship with a company brand.

CANDIDATE EXPECTATIONS

#hrconnect

THE THREE CANDIDATE EXPECTATIONS

Easy Transparent Personal

#hrconnect

HONE BRAND MESSAGING

#hrconnect

POWERFUL BRAND STORY

Authentic

Vision

Unique Attractive

To your employees

From your competitors

To your candidates

Aligned with leaders

#hrconnect

CULTURE: ENGAGEMENT STRATEGY

Culture Discovery

Values & Norms

Touch points

Teams, Tribes & Hubs

Connectors & Influencers

Interaction & Events

Comm. Channels &

Support

BrandPersonality

#hrconnect

What do employees like about your brand?

STEP 1: EMPLOYEE PERCEPTION

#hrconnect

IMPORTANCE VS. PERFORMANCE

65%62%

53% 53%51%

27%24%

20%18% 17% 16%

15% 14%12%

64% 63%66%

70%72%

64%67%

58%55%

Importance Ranking Agreement Rating

INTERNAL CULTURE

#hrconnect

What is most appealing about your brand to your candidates?

STEP 2: CANDIDATE PERCEPTION

#hrconnect

IMPORTANCE VS. PERCEPTIONS

58%55%

39% 38%

34%31%

22%20%

15% 15% 14% 14% 13%

44% 44%41%

52%49%

56%53%

41%44%

Importance Ranking Agreement Rating

EXTERNAL BRAND

#hrconnect

What does executive leadership say about your brand?

STEP 3: EXECUTIVE EXPECTATIONS

#hrconnect

WHAT DOES YOUR MARKETING SAY?

#hrconnect

STEP 4: BRAND DIFFERENTIATORS

How are you different from your competition?

#hrconnect

WHAT’S YOUR EMPLOYMENT VALUE PROPOSITION (EVP)?

…a succinct statement of your employment promise.

#hrconnect

DESIGN + PERSONALITY + USER EXPERIENCE

#hrconnect

DESIGN + PERSONALITY + USER EXPERIENCE

#hrconnect

DIFFERENTIATED MEDIA STRATEGY

MEDIAPRESENCESOURCING

STRATEGY

#hrconnect

BUILD COMPETITIVE ADVANTAGE

TalentAdvantage

Workplace Culture

Employment Brand

#hrconnect

MEASURING BRAND IMPACT

#hrconnect

TRANSLATE BRAND INTO A POSITIVE EXPERIENCE

Every interaction affects future performance.

#hrconnect

CANDIDATE MOTIVATION/HIRING PROCESS MAP

Candidate Motive

Candidate Process

Goal for Interaction

Hiring Process

Unaware Orientation Offer Help None

Aware Orientation Inspire Branding

Interest Consideration InspireSourcing –

Job Post

Intent to Act Action Reassure Apply

Engage Engagement Reassure/AffirmScreening/

Interviewing

#hrconnect

“EVERYTHING SHOULD BE MADE AS SIMPLE AS POSSIBLE, BUT NO SIMPLER.”

-Albert Einstein

#hrconnect

WHAT’S THE OPPORTUNITY?

of candidates feel companies have been responsive during the job search process.

candidates say they would accept less than their minimum salary requirement from an organization that provided a good impression during the hiring process.

Source: CareerBuilder 2013 Candidate Behavior Study

#hrconnect

OF CANDIDATES WHO HAD A GOOD HIRING PROCESS EXPERIENCE…

would tell others to apply.

would be more likely to purchase products or services.

would seek employment with the company again.

Source: CareerBuilder 2012 Applicant Experience Study

#hrconnect

KEY TAKEAWAYS

Tell your authentic brand story.

Create and leverage brand differentiators to attract top candidates and retain your best employees.

Craft a brand consistent, positive candidate experience: Easy, transparent and personal.

#hrconnect

Keith HadleyPractice Leader, Employment BrandingCareerBuilder@keithhadley

Jennifer WayPresidentWay Solutions@waysolutions

#hrconnect

How to Build a Better Employment Brand

Recruiting & HR

Choosing Brand Elements to Build Brand Equity · Choosing Brand Elements to Build Brand Equity ... packaging colors implies luxury, ... recognize the brand Packaging is considered

Build the Business or Build the Brand?

[Brand] IMC to build brand equity

Creating an Employment Brand

Build Your Brand - d4y70tum9c2ak.cloudfront.net

Build Your Brand, Build Your Business, Build Your Legacy

Build Your Brand

Choosing Brand Elements to build Brand Equityrbvrrwomenscollege.net/wp-content/uploads/2018/05/Brand-Elements-PPT.pdfChoosing Brand Elements to build Brand Equity. Criteria 1. Memorabiltiy

Build Your Personal Brand

Build your brand to build your business

Dells Employment Brand Evolution

David beats Goliath: build an employment brand to compete with the big guys | Talent Connect Anaheim

Levaraging Secondary Brand Knowledge to Build Brand Equity

Build Your Brand Substance

We Build Brand Advocacy

Leveraging Secondary Brand Associations to Build Brand Equity

Build Your Brand Before You Build Your Website

Build employer brand equity

Build Your Own Brand

How to Build Brand Loyalty & Brand Advocates