How to Build a Better Employment Brand

© 2014 CareerBuilder© 2014 CareerBuilder

Presented by:

Keith Hadley, Practice Leader, Employment Branding, CareerBuilder

Jennifer Way, President, Way Solutions

BUILDING A BETTER EMPLOYMENT BRAND

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© 2014 CareerBuilder

OUR SPEAKERS

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Keith HadleyPractice Leader, Employment BrandingCareerBuilder@keithhadley

Jennifer WayPresidentWay Solutions@waysolutions

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WE ARE COMPETING!

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COMPETITION FOR TALENT

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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.

5 in 10H.R. managers say they have open positions for which they cannot find qualified candidates.

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TALENT SUPPLY & DEMAND

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TALENT SUPPLY & DEMAND

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#hrconnectTHINK LIKE A MARKETER

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THE CONSUMER CANDIDATE

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search for jobs while at work.

different resources are used

on average before applying to a job.

Of full-time employed workers are actively looking or open to new job opportunities.

Source: CareerBuilder and Inavero Candidate Behavior Study 2013

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RESOURCES USED IN A DECISION

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Q15. How many different people/resources did you use for each type of resource.Source: Google/Shopper Sciences, ZMOT Macro Study, April 2011 www.google.com/think/insightsSource: 2012 Inavero/CareerBuilder Candidate Behavior Study, April 2012

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http://www.google.com/think/insights

© 2014 CareerBuilder10

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In US/Canada:

• 76% say their Career Site is the main communication medium for Employer Brand.

• 44% Plan on increasing spending on EB

Biggest Challenges:

#1 – Obtaining budget

#2 – EB messaging across departments

EBI 2014 STUDY – NOTEWORTHY…

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EBI 2014 STUDY

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WHERE DO JOB SEEKERS GO TO RESEARCH YOU?

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SEARCH ENGINE – 85%

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engineering jobs in wisconsin

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COMPELLING EXPERIENCE

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COMPELLING EXPERIENCE

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CAREER SITE – 83%

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MOBILE (MORE THAN 50%)

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SOCIAL MEDIA – 62%

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BRAND MATTERS

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of candidates believe employment brand plays a key role in their decision whether or not to apply.

Key components that make a company attractive:

for treating an employee well.

Source: CareerBuilder and Inavero Candidate Behavior Study 2013

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Think CONSUMER experience.

Easy – “One click to buy online.”

Transparent – “I know where my shipment is.”

Personal – “I have a relationship with a company brand.

CANDIDATE EXPECTATIONS

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THE THREE CANDIDATE EXPECTATIONS

Easy Transparent Personal

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HONE BRAND MESSAGING

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POWERFUL BRAND STORY

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BRAND

Authentic

Vision

Unique Attractive

To your employees

From your competitors

To your candidates

Aligned with leaders

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CULTURE: ENGAGEMENT STRATEGY

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Culture Discovery

Values & Norms

Touch points

Teams, Tribes & Hubs

Connectors & Influencers

Interaction & Events

Comm. Channels &

Support

BrandPersonality

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What do employees like about your brand?

STEP 1: EMPLOYEE PERCEPTION

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IMPORTANCE VS. PERFORMANCE

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65%62%

53% 53%51%

43%

27%24%

20%18% 17% 16%

15% 14%12%

5% 4%

51%

70%

64% 63%66%

77%

63%

72%

52%

79%

70%72%

45%

64%67%

58%55%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Importance Ranking Agreement Rating

INTERNAL CULTURE

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What is most appealing about your brand to your candidates?

STEP 2: CANDIDATE PERCEPTION

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IMPORTANCE VS. PERCEPTIONS

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68%

58%55%

53%

39% 38%

34%31%

22%20%

15% 15% 14% 14% 13%

6% 6%

44% 44%41%

43%

54%

36%

60%

52%49%

46%

38%

56%53%

59%

37%

41%44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Importance Ranking Agreement Rating

EXTERNAL BRAND

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What does executive leadership say about your brand?

STEP 3: EXECUTIVE EXPECTATIONS

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WHAT DOES YOUR MARKETING SAY?

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STEP 4: BRAND DIFFERENTIATORS

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How are you different from your competition?

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WHAT’S YOUR EMPLOYMENT VALUE PROPOSITION (EVP)?

…a succinct statement of your employment promise.

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DESIGN + PERSONALITY + USER EXPERIENCE

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DESIGN + PERSONALITY + USER EXPERIENCE

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DIFFERENTIATED MEDIA STRATEGY

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MEDIAPRESENCESOURCING

STRATEGY

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BUILD COMPETITIVE ADVANTAGE

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TalentAdvantage

Workplace Culture

Employment Brand

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MEASURING BRAND IMPACT

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TRANSLATE BRAND INTO A POSITIVE EXPERIENCE

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Every interaction affects future performance.

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CANDIDATE MOTIVATION/HIRING PROCESS MAP

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Candidate Motive

Candidate Process

Goal for Interaction

Hiring Process

Unaware Orientation Offer Help None

Aware Orientation Inspire Branding

Interest Consideration InspireSourcing –

Job Post

Intent to Act Action Reassure Apply

Engage Engagement Reassure/AffirmScreening/

Interviewing

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“EVERYTHING SHOULD BE MADE AS SIMPLE AS POSSIBLE, BUT NO SIMPLER.”

-Albert Einstein

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WHAT’S THE OPPORTUNITY?

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of candidates feel companies have been responsive during the job search process.

candidates say they would accept less than their minimum salary requirement from an organization that provided a good impression during the hiring process.

Source: CareerBuilder 2013 Candidate Behavior Study

15%

68%

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OF CANDIDATES WHO HAD A GOOD HIRING PROCESS EXPERIENCE…

would tell others to apply.

would be more likely to purchase products or services.

would seek employment with the company again.

37%

Source: CareerBuilder 2012 Applicant Experience Study

23%

56%

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KEY TAKEAWAYS

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Tell your authentic brand story.

Create and leverage brand differentiators to attract top candidates and retain your best employees.

Craft a brand consistent, positive candidate experience: Easy, transparent and personal.

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© 2014 CareerBuilder© 2014 CareerBuilder50

Keith HadleyPractice Leader, Employment BrandingCareerBuilder@keithhadley

Jennifer WayPresidentWay Solutions@waysolutions

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Recruiting & HR

How to Build a Better Employment Brand