Embed Size (px)
Citation preview
Digital Employer BrandingWhy you should be build presence online as an employer and how
Siannita TjuwitaCo-founder, Head of User Acquisiton
Experiences:
- Digital marketing strategy
- Branding
- Business development
0812 8155 9055
Skype: stjuwita
Yacademy envisions a world with talents equipped and ready
for the digital future. We believe that people drive progress,
and technology accelerate progress. Thus educating people
on technology means acceleration on human’s progress.
Focus on digital technology and innovation, we creates a
community & online platform that allows people to acquire or
refine digital knowledge & skills that lead them to competitive
jobs and business development.
As the youngest portfolio of KEJORA, Yacademy manages
training and educational program within KEJORA’s network.
Workshops
Offline
workshops
Corporate
training
In-company
training
E-learning
Online
courses with
offline
elements
Job
placement
Connecting
Yacademy
alumni with
recruiters/
head
hunters
Business
Intelligence
Market data
on current
digital state
SERVICES
Later stage
OUR ENGAGEMENTS
Seminar Strategic Thinking and Digital Branding
Workshops hosted with industry leaders
And many more…
What are we talking today?
Employer Branding from a digital marketing perspective
Understanding job-seekers online behavior
Tips on how to build yours
The Conversation has Changed
“We choose them” vs “they choose us”
Candidates basing their opinions based on their own research – most of it conducted online
You are no longer in control of the conversation, but it is a two-way conversation
Job seeker behavior – what are they looking for?
Younger workers apply to more jobs; workers aged 25–34 send out 1.69 applications per day, while workers aged 55–64 send out 1.34 applications per day.
Younger workers also have shorter search durations than older workers
At the beginning of their searches, jobseekers sort themselves to jobs according to education.
People are less choosy the longer they have been searching for a job. At the beginning of the process, jobseekers with more education
apply to higher-type jobs, and those with less education apply to lower-type jobs. As their searches continue, however, the degree of sorting by education decreases, and workers apply to more lower-type jobs than they did at the beginning.
Resource Economic Brief, Concordia University and CIREQ and R, based on database from an online job search engine.
More numbers…
On usage of job search tools:
- Job search engines (74%), career sites (70%), job boards (67%), professional networks (67%), and social media (65%)
On using gadget:
- desktops and laptops remain most heavily used for creating a resume or profile (65%), and applying for jobs (67%). Cell phones and tablets were used to search for jobs (42%) and research employers (32%).
Job board issus:
- 86% said they located a job on the job board, but then applied for the job on an employer site.
- 76% said they used the job board to identify employers in their profession.
Social media
- Active seekers overwhelmingly used LinkedIn (93%), with Twitter and Facebook usage much lower (38%)
Profile: 1276 active job seekers, US amp survey. HRexaminer.
What do I need to do now?
1. Align your brand value with your HR strategy
2. Build your content
3. Pick your channel
4. Plan your targeting
1. What is Your Brand About?
GE: reposition as a place young technologists can go and do meaningful workhttps://www.youtube.com/watch?v=OpDIEJrog3s
UPS: caring, dedicated professionalshow off the company’s human side and stress why its employees work so hard delivering packages.https://www.youtube.com/watch?v=0IsL5AMqLMY
Sam Adams: “We bring our best friends to work. We treat every day like casual Friday."https://www.youtube.com/watch?v=mU_ipDc79QM
2. Content Marketing Strategy
Your content should either inform, inspire, educate or help
What type of content is your company sharing?
Do you produce it yourselves or is it curated content?
Make sure to add value to other people’s content whenever possible
Procure with a system and distribute internally first if possible
2. Understand Your Brand by Listening Social is definitely the new water cooler
Make sure you listen to employees, customers, competition and the market in general
Set up private lists on Twitter to listen
3. Pick your digital channels based on the purpose that job seekers use for job hunting
4. Video Marketing
Use YouTube, it’s the no.2 search engine after Google
3 billion clips are viewed every day
The best medium for storytelling
Host on YouTube and share/embed from there
5. Events
Do you run events? Maybe you should
List events on various social channels
Invite your target audience and promote
Have informal chats about careers
Credit: Jorgen Sundberg, Link Humans.
Preview next event
“How to Sell Online” 28 October 2016
@Marquee, Cyber 2 Tower
Featuring speakers from Lazada, FB, Line, Veritrans
Siannita TjuwitaHead of User AcquisitionP: +62 812 8155 9055Skype: stjuwitaE: [email protected]
@yacademy Asia yacademyasia
Yacademy Asia
