How to Leverage Technology to Maximize Employer Brand Equity

HOW TO LEVERAGE TECHNOLOGY TO MAXIMIZE EMPLOYER BRAND EQUITY

JEFF WALDMAN @JeffWaldmanHR /JeffWaldmanHR /JeffWaldmanHRwww.jeffwaldman.ca

WHAT IS EMPLOYER BRANDING?

It’s the image of your organization as a great place to work in the mind of current employees and external audiences such as customers, employee prospects and other key stakeholders

“

”

Source: www.brettminchington.com

WHY IS EMPLOYER BRANDING

SO IMPORTANT?

Information Asymmetry is

DEAD!

Because…

WHAT DRIVES THE IMAGE OF YOUR BRAND?

Internal(Employee Experience)

External(External Audience Perception)+

• Employee Engagement

• Leadership

• HR Tech Stack

• Mission, Vision and Values

• Diversity and Inclusion

• Rewards and Recognition

• Recruitment and Onboarding

• Communication

• Compensation (incl. perks)

• Personal Development

• Employee Collaboration

• Employee Referrals

• Career Site Experience

• Candidate Experience

• Social Media – Online Chatter

• Customer Experience

• Product and Service Experience

• Community Involvement

• Diversity and Inclusion

• Awards (e.g. Great Place to Work)

• Content Marketing

• Employer Reviews (e.g. Glassdoor)

Engage

Retain

Attract

You Start Here!

You can't market something you don't have. If your people are not happy and engaged, selling your company will be difficult.

“

”Josh Bersin

You Now Have an Awesome Workplace.

NOW WHAT?

• Market.

• Communicate.

• Listen.

• Showcase/Promote.

• Have Conversations.

• Share and Enlighten.

• Add Value and Educate

• Create.

• Connect.

EB STRATEGY MODEL

Understand Build Launch Measure

• State of employeeengagement.

• Mission, vision and values.

• Perception of EB internally and externally.

• Org change readiness.

• Leadership buy-in.

• Competitive analysis.

• Identify your Employee Value Proposition (EVP).

• What are you promising re employee experience?

• Build HR programs to support EVP delivery – note: think employee experience.

• Build content strategy.

• Identify tools/tech mix (e.g. ATS, social tools).

• Leadership support.

• Leverage brand ambassadors.

• Iterate on the fly.

• Keep doing.

• Stop doing.

• Make changes.

• Keep iterating.

LET’S TALK ABOUT TECH.

WHY DOES ITMATTER?

COMMUNICATION ON STEROIDS

Source: www.careerarc.com

62%of job seekers visit social media channels to evaluate an employer’s brand.

CURRENT STATE ANALYSIS

• Rising demand for elder care services.

• Market misperception – home care industry was not exciting and Nurse Next Door only hiring caregivers or nurses.

• Worked hard to build a great workplace – strong culture, purpose and fulfillment.

• Marketing/Branding efforts to date were unsuccessful – too static and not engaging.

STRATEGY

Leverage Video to Tell Employee Stories

• Focused on Facebook – strong advertising platform and demographic targeting.

• Drove engagement using Facebook Live and Instagram Live.

• Integrated captioning so people could watch videos without sound.

• Google analytics to track video URL back to job postings.

• Fed videos to career site.

• Social sharing – YouTube, Twitter, LinkedIn, Facebook and Instagram.

IMPACT – OUTCOME

“Time to Hire” reduced from 6-8

months to 2-3 months.

Job applicants feel more connected

to the Nurse Next Door brand.

Nurse Next Door Culture Video: https://youtu.be/flxoFnKqZsQ

HR TECH STACK

Collaboration PerformanceHRIS Recruitment Engagement Social Tools

RECAP – SECRET SAUCE

Start with building an awesome employee experience – attract, engage and retain.

“HR Tech Stack”

With the help of Marketing, showcase

your awesome employee experience

through online and social tools.

INSIDE OUTSIDE

jeffwaldmanhr@gmail.com

www.jeffwaldman.ca

jeffwaldman1

/JeffWaldmanHR

/JeffWaldmanHR

/JeffWaldmanHR

/in/JeffWaldmanHR

THANK-YOU