Develop a Winning Employer Brand Strategy | Webcast

@SoCalGirl

STACY DONOVAN ZAPAR

@StacyZapar

DINA MEDEIROS

#TalentBrand @SoCalGirl @StacyZapar | #HireToWin

AGENDA

TALENT BRAND CONTENT AMPLIFY

5 most important trends shaping the future of recruiting

1

2

3

4

5

Social professional networks are increasingly impacting quality of hire

Employer branding is both a competitive threat and a competitive

advantage

Data is used to make better hiring and branding decisions

Companies are investing in hiring internally to stop talent from walking out

the door

Companies are figuring out the mobile recruiting terrain


TALENT BRAND

people

employer brand

culture

perks

leadership

alumni

network

current employees

candidate experience

reputation

perception

transparency

authenticity

Employee Value Proposition Company Culture

People Candidate Experience

TALENT BRAND


What is YOUR talent brand?


THE FACTS

83% Agree that talent brand

has significant impact

on the ability to hire

great talent.

Lower cost per hire by up to 50%.

Reduce employee turnover by up

to 28%.

Influence the conversation with

candidates. If you don’t, someone

else will.


of recruiters don’t understand

their own talent brand.

50%


TALENT BRAND AMPLIFY

CONTENT


GREAT CONTENT

TELLS A STORY...

a ,

transparent story of

what it’s like to work

at your company.

relevant



PR / AWARDS

MARKETING CORPORATE BLOG

EARNINGS ANNOUNCEMENTS

JOB POSTINGS

CHARITABLE CAUSES

COMMUNITY EFFORTS

TEXT THE NORM


LINKEDIN TODAY

DEPARTMENT BLOG

INDIVIDUAL BLOG

GOOGLE ALERTS

INDUSTRY

PUBLICATIONS

THOUGHT LEADERS

PHOTO

INTERNAL COMMUNICATIONS

HIRING TEAM

POP CULTURE

HUMOR

YOU TUBE

TEXT THE IDEAL


“ ”

Great content makes people

want to share, care or swear.

@prsarahevans


http://www.youtube.com/watch?v=Z0UpBjaUMkQ

http://www.youtube.com/watch?v=Z0UpBjaUMkQ



Meet the @InsideZappos Recruiting Team!


HubSpot Looking for a marketing internship? Hubspot’s application deadline is Nov. 8th:

http://lnkd.in/dWKBdfq

Web developer with a job.

Web developer without a job.


AMPLIFY




4X

WHO ARE ENGINEERS CONNECTED TO?

OTHER ENGINEERS!




STATUS UPDATES


41% of

LinkedIn’s traffic

is from mobile

BUILD RELATIONSHIPS

Engagement

Rates can be

up to 5X higher

on mobile


31

277M+

(+2 every second)

Sponsored Updates

reach the entire LinkedIn network

LinkedIn Member Population

Targeted Status Updates reach only your

current pool of company followers

SPONSORED UPDATES

SPONSORED UPDATES ALLOW YOU TO

TARGET WITH ACCURACY

Targeting Sponsored Updates Company Updates

Location ✔ ✔

Industry ✔ ✔

Company Size ✔ ✔

Function ✔ ✔

Seniority ✔ ✔

Skills ✔

Job Title ✔

Company Name ✔

School ✔

Group Membership ✔

Age ✔

Gender ✔

Negative targeting

(i.e. exclude a certain Title) ✔


AMPLIFY



CREATE A CONTENT CALENDAR GOALS

ENCOURAGE your recruiters and hiring team members to

like / share / comment! INCENTIVIZE them!

Content

curation,

schedule

posts for the

week

Engage,

follow back

Engage Engage,

follow back

Engage Engage,

#FF

SUN MON TUE WED THURS FRI SAT

30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN


SHARE AT THE RIGHT TIME

FOR HIGHER ENGAGEMENT

9 AM

10

11

PM

5

6

7

CANDIDATE EXPERIENCE


MEASURE


HOW DO YOU KNOW IF YOUR TALENT

BRAND STRATEGY IS WORKING?

Only 1/3 of talent acquisition leaders say they

consistently measure their talent brand.


= 700K

3M

ENGAGEMENT

REACH

TALENT BRAND INDEX

How attractive you are to

prospective candidates

23%

TALENT BRAND INDEX


HOW LIKELY ARE YOU

TO ATTRACT TALENT?

Great recruiters think about jobs the

way marketers think about products

Strong brands move people toward

purchase long before they enter the store

Do you think people treat

CAREER DECISIONS any less seriously?

MEASURING THE POWER OF BRAND

+10%

-6%

+36%

+28%

CONSUMER BRAND

TA

LE

NT

BR

AN

D


WRAP

TALENT BRAND CONTENT AMPLIFY


Career

Develop a Winning Employer Brand Strategy | Webcast