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Employment Branding Today: Putting the Company’s
Best Face ForwardSponsored by
Your Presenters:
Dr. John Sullivan— HR thought leader
and employment branding expert
Stephen D. Bruce PhD PHR—Managing
Editor, BLR Media
Justin Scace—Editor, BLR Media
About HR Daily Advisor’s
Research Program
Six times a year
Pressing, contemporary HR challenges
Highlight best practices, policies and procedures
Exclusive database of more than 250,000 HR pros
About the Employment
Branding Survey
“… when you are not in the
room.”
June 2015
What’s working in branding
The Internal Employment
Brand Program
The Internal Employment
Brand Program
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Company Size
Does your company have an
employment brand program?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Just oneemployee
2–4 employees
5–10 employees
10+employees
HR Department Size
The Internal Employment
Brand Program
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Company Size
Does your company have an
employment brand program?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Just oneemployee
2–4 employees
5–10 employees
10+employees
HR Department Size
The Internal Employment
Brand Program
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Company Size
Does your company have an
employment brand program?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Just oneemployee
2–4 employees
5–10 employees
10+employees
HR Department Size
The Internal Employment
Brand Program
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Company Size
Does your company have an
employment brand program?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Just oneemployee
2–4 employees
5–10 employees
10+employees
HR Department Size
Larger Company = More Focus
on Employment Branding?
Is Your Organization
Considering Branding?
Who’s Responsible for
Employment Branding?
Internal Branding Goals
ND-4
Internal Branding Goals
ND-4
Internal Branding Goals
ND-4
The Degree of Internal
Branding Success
The Degree of Internal
Branding Success
The Degree of Internal
Branding Success
The Degree of Internal
Branding Success
Gearing Towards Stars and HIPOs
Do You Know What Your Top
Talent Appreciates?
Alumni Programs
Alumni Program Actions
[Graphic: ND-8-2]
Questions about Internal
Branding
?
Why Have External Branding?
[Graphic: ND-9]
Why Have External Branding?
Make it easier to fill job openings
Secondary effect of raising profile
Why Have External Branding?
Display a unique value proposition
Create a point of pride
The Success of External Branding
Maintaining the Recruiting
Pipeline
Maintaining the Recruiting
Pipeline
[Graphic: ND-11-1]
[Graphic: ND-11-2]
The Website/Jobs Page
The Website/Jobs Page
[Graphic: ND-12-1]
[Graphic: ND-12-2]
Keeping an Eye on the
External Brand
Keeping an Eye on the
External Brand
0%
10%
20%
30%
40%
50%
60%
70%
Business Type
0%
10%
20%
30%
40%
50%
60%
70%
80%
Company Size
Keeping an Eye on the
External Brand
0%
10%
20%
30%
40%
50%
60%
70%
Business Type
0%
10%
20%
30%
40%
50%
60%
70%
80%
Company Size
Keeping an Eye on the
External Brand
0%
10%
20%
30%
40%
50%
60%
70%
Business Type
0%
10%
20%
30%
40%
50%
60%
70%
80%
Company Size
Keeping an Eye on the
External Brand
0%
10%
20%
30%
40%
50%
60%
70%
Business Type
0%
10%
20%
30%
40%
50%
60%
70%
80%
Company Size
?
Keeping an Eye on the
External Brand
Limiting Negative Comments
Limiting Negative Comments
[Graphic: ND-14-1]
[Graphic: ND-14-2]
Training Current Employees
on Branding
[Graphic: ND-15]
Branding and Top Candidates
How Effective Is Branding Across
the Board?
[Graphic: ND-17]
Walking the Talk
Walking the Talk
31.0%
40.5%
15.0%
26.3%
41.4%
35.1%
20.0%
36.8%
11.7%
8.1%
35.0%
26.3%
15.9% 16.2%
30.0%
10.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Private, forprofit
Private, notfor profit
Public sector Government
Yes
Somewhat
No
I don't know
The Most Successful Actions
We next asked our survey pool “What is the most successful thing you have done for employment branding at your organization?” Here are a few of the responses from the 109 participants that shared:
“Training staff to own the organization.”
“Sponsorship for cricket.”
“Creating a consistent message across global offices.”
“Nothing.”
“Appreciation day.”
“Changing our internal focus to improve our own perception and reality of what a great company this is to work for now.”
“Make our mission statement part of our daily routine. Live the values.”
“We have increased our hourly wage rate to be the best in the area.”
“Securing a Great Place to Work award.”
“Go into the community volunteering as a representative of the company. Share our branding and set a good example for all.”
“We just switched to a new ATS that will allow us to build candidate pools and we recently sent out a branded email to our members encouraging them to refer candidates for our open positions. The email highlights some of the testimonials from our team members, as well as the benefits of working at our company.”
“Capturing our stories: connecting employees with their passion for the work they do through ‘applause’ recognition for each other, quarterly employee spotlights, and other activities that celebrate those who are caught living our values.”
“I wish I could answer that—but we really haven't embraced it.”
Final Thoughts on Branding
For the final question of our Employment Branding Survey, we turned things entirely over to our participants: “Is there anything else you want to share about employment branding with your fellow HR managers?”
43 respondents took the time to share their thoughts, and while some were a bit on the short side (“No.”), slightly confusing (“They are totally incompetent.”), or a bit flip (“We are the biggest employer, we don't need branding.”), many participants’ feelings highlight the rising importance of the employment brand in day to day business—and that it takes time and effort to build a strong one.
Here are some of the more detailed responses to this question:
“It's a very positive experience starting with the potential candidate the first time she/he walks in the front door. Carry it through every day.”
“Requires time, effort, dollars.”
“It starts with YOU—you have to be on point 100% of the time; positive; talking with all employees regularly during the week; and you must engage supervisors/managers and get their complete buy-in as well.”
“Keep the negative attitudes out.”
“Employment branding is as important, if not more important, than employer branding. It's critical for recruitment in this day and age.”
“While it takes time to create and build your branding approach, the results are well worth it. Start on yours today!”
Questions?
?
Thank you!
Disclaimers
*This webinar is designed to provide accurate and authoritative information about the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services.
*This webinar provides general information only and does not constitute legal advice. No attorney-client relationship has been created. If legal advice or other expert assistance is required, the services of a competent professional should be sought. We recommend that you consult with qualified local counsel familiar with your specific situation before taking any action.
