What Your CEO Should Be Doing to Improve Your Company’s Employment Brand and Recruiting

© 2013 CareerBuilder


Rosemary Haefner, Global Vice President Human Resources - CareerBuilder

WHAT YOUR CEO SHOULD BE DOING TO IMPROVE YOUR

COMPANY’S EMPLOYMENT BRAND AND RECRUITING


COMPETITION FOR TOP TALENT

► 1 ◄

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.

3 in 10H.R. managers say

they have open

positions for which

they cannot find

qualified candidates.


BIG TALENT SHORTAGES

► 2 ◄

Source: McKinsey Global Institute U.S. Jobs survey, 2011. McKinsey Global Institute Analysis.

COMPANIES REPORT THAT POSITIONS IN

MANAGEMENT, ENGINEERING AND COMPUTER

PROGRAMMING ARE THE MOST DIFFICULT TO FILL

MANAGEMENT

BUSINESS SUPPORT FUNTIONS

SCIENCE/ENGINEERING

COMPUTER PROGRAMMERS/IT

SALES/MARKETING

CUSTOMER SERVICE STAFF

CREATIVE

ADMINISTRATIVE SUPPORT

LABORERS, MOVERS, DRIVERS

PRODUCTION WORKERS

MANUAL TRADESMEN

25.4

26.4

17.8

17.4

17.2

12.8

9.3

8.6

8.0

7.5

7.1

WHICH POSITIONS ARE MOST DIFFICULT TO FILL?

% OF RESPONDENTS (N=1,285)


PROFILE OF A JOB CANDIDATE

► 3 ◄

Of full-time employed workers

are either open to or looking

for a new opportunity

Say searching for a new

opportunity is part of their

“regular routine”


CASE FOR EMPLOYMENT BRANDING

► 4 ◄

Source: Employer Brand International’s 2012/2013 Global Research Study


WHAT ARE CEO’S CONCERNED

ABOUT?


TALENT = TOP CONCERN FOR CEO’S

Q: To what extent do you anticipate changes at your company in any of the following

areas over the next 12 months?

Strategies for managing talent

Organizational structure (including M&A)

Approach to managing risk

Capital investment decisions

Focus on corporate reputation and rebuilding trust

Capital structure

Engagement with your board of directors

21

26

32

38

49

55

63

55

50

50

42

35

29

27

23

22

17

19

15

14

8

17

25

23

23

36

50

52

52

47

54

48

41

34

34

31

27

23

28

22

15

12

No change Some change A major change

Base: All respondents (1,258) / Source: PwC 15th Annual Global CEO Survey 2012

2012 2011


TALENT CONSTRAINTS = LOST

OPPORTUNITIES

Our talent-related expenses rose more than expected

We weren’t able to innovate effectively

We were unable to pursuit a market opportunity

We cancelled or delayed a key strategic initiative

We couldn’t achieve growth forecasts in overseas markets

We couldn’t achieve growth forecasts in the country where we are based

Our production and/or service delivery quality standards fell

43 %

31 %

29%

24%

24%

24%

21%

Q: Have talent constraints impacted your company’s growth and profitability over the

past 12 months in the following ways?

Base: All respondents (1,258) / Source: PwC 15th Annual Global CEO Survey 2012


► 8 ◄

WHAT ABOUT EMPLOYMENT

BRANDING?

Source: Employer Brand International’s 2012/2013 Global Research Study


FOUR KEY STRATEGIES

© 2013 CareerBuilder ► 10 ◄

ENGAGING YOUR CEO

Educate Use Data Keep It

SimpleMake it

Authentic


EDUCATION


IMAGINE THIS…


WHY SHOULD THEY CARE?


ASK THE QUESTION

WHY SHOULD I WORK FOR YOU ?

CANDIDATE

EMPLOYEE


CREATE YOUR STORY

BRAND

Authentic

Visionary

Unique Attractive

To your employees

From your

competitors

To your

candidates

Aligned with leaders


USE DATA TO MAKE YOUR CASE


METRICS USED TODAY

► 17 ◄

Source: EBI 2011 Global Study

WHAT DO COMPANIES USE TO MEASURE THE ROI OF

EMPLOYMENT BRANDING?

RETENTION RATE

EMPLOYEE ENGAGEMENT

QUALITY OF HIRE

COST PER HIRE

NUMBER OF APPLICANTS

38%

5%

33%

29%

27%

26%


PRICE OF A BAD BRAND

► 18 ◄

WHO FEEL A

BRAND IS

UNATTRACTIVE

PREMIUM FOR

CANDIDATES

WHO FEEL A

BRAND IS

ATTRACTIVE


IMPACT ON COMPENSATION

► 19 ◄

OF CANDIDATES

WILL ACCEPT

THEIR LOWEST TARGET SALARY

FOR A COMPANY

WITH A


BRAND MATTERS TO CANDIDATES

► 20 ◄

OUT OF CANDIDATES

SAY EMPLOYMENT BRAND PLAYS A ROLE IN THEIR DECISION

WHETHER TO APPLY AT A SPECIFIC COMPANY OR NOT.

Source: CareerBuilder 2013 Candidate Behavior Study (June 2013).


POST-HIRE ANALYSYS

► 21 ◄


SURVEY YOUR MOST ENGAGED

► 22 ◄


SOCIAL MEDIA FOR TRANSPARENCY

What are

Employees

Saying?


KEEP IT SIMPLE


SIMPLICITY

“If you can't explain it to a six year old, you don't

understand it yourself.”

- Albert Einstein


HAVE TALK TRACKS READY

YOU SHOULD

WORK HERE

BECAUSE…

OUR COMPANY

OFFERS…


BE AUTHENTIC


BELIEVING IN THE BRAND

What is your CEO passionate about?

Are employees passionate about it too?


ASK EMPLOYEES & COMPARE


HOW CAREERBUILDER DID THIS:


TAKEAWAYS


ASK: WHAT’S OUR EMPLOYMENT BRAND?

Brand 1

Brand 2

Brand 3


CONSISTENCY IS KEY

Our Company’s Brand Story


THOUGHTS?

Business

What Your CEO Should Be Doing to Improve Your Company’s Employment Brand and Recruiting