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Build your employer brand to win and retain top talent

Anne Valeri

Agenda

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Employers still challenged

66% have difficulty finding

relevant talent.

65% say it’s impacting their

bottom line

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Company size: 250

Average turn-over rate: 8%

Number of positions to backfill: 20

Cost to hire: 20%

Median salary: $50,000

= $200,000

Employers surveyed claim:

58% decrease in productivity

38% lower engagement and morale

37% increased employee turn-over

The average Google employee generates $1 million in revenue for the company / year.

Recruiting a top technologist = 300X more productivity.

A top technologist = $300 million to Google’s revenue each year.

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Job seekers have more power to accept and reject positions.

42% of the offers recruiters extend to candidates were not accepted.

Loss in productivity!

Job seekers are consumers

64% of job seekers who have a bad

candidate experience will never buy that

company’s products and services again.

Talent management = marketing

Sole responsibility of HR?

60% of HR professionals are driving their employer brand strategy

Not just the responsibility of one department

Cross functional effort

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70% of Canadian employers

plan to increase their spend in

employer branding.

But only 10% have a clear

strategy in place.

“A strong employer brand connects and blends together values, HR policies and people strategies, to create behavioural

DNA of the organization”

“An employer brand is not created.

It can only be revealed.”

More than a slogan

An authentic description of an experience

Attracts candidates who align with your company’s experience

Retains employees who are proud to be part of the experience

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“I’ve learned that

people will forget

what you said,

people will forget

what you did but

people will never

forget how you

made them feel.”- Maya Angelou

Job Seeker

Candidate

OfferOnboard

Develop & Retain

Talent

Management

Lifecycle

Know what motivates job seekers

Craft your story

Communicate your message

Improve your bottom line

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Know what motivates job seekers

63% of Canadians polled evaluate key factors before they decide to apply to a job:

1. Opportunities for advancement2. Work-life balance3. On-the-job training4. Industry leader5. Financial stability of company

31% will take a pay cut for

career growth

36% will take a pay cut for

work-life balance

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Build your employer brand

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Align with your consumer brand

What you do.

Why you do it.

How you do it.

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Craft your story

Mission

Values

Culture

Employees

Benefits

Unique Value Proposition

Make people part of your story

Human connection

Makes you real

Experiential

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Define your target audience

Cultural fit

Generational

Location

Diversity

Cross generational with skew to GenYCollaborative

EntrepreneurialSelf-starterAdaptable

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Communicate your message

Good design is good business

Easy navigation

Clear content

Visuals

Show that you are invested

in what you say

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Human beings are visually oriented

A person’s brain

processes visuals 60,000

times faster than text.

Video can increase

career page conversions

by 90%.

Drive awareness online

Be where your

audience is

Advertise online

Search optimize

Social media

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TargetNew grads who want to grow their career

Families seeking a better quality of life

Goals• Raise awareness among job seekers

outside Saskatchewan about opportunities & quality of life

• Drive traffic to their microsite on Workopolis to learn more and apply to roles

Improve your bottom line

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Create a talent pool

Hire faster

Hire right

Increase engagement

Increase productivity

Drive referrals

Build brand equity

Questions?