This webinar presentation looks at ways to build the case for employer branding. The third in our 30+3 webinar series, Creating Employer Brand Value delves into critical employer brand planning elements including employer brand value and ROI.

1. Creating Employer Brand Value.
The plan to develop and demonstrate
employer brand value in your organization.

2. Welcome.
Today’s facilitator:
N. Robert Johnson, APR
Practice Leader, Workforce Communications Practice

3. Expectation setting.
Interested in a specific topic? Let us know.
• New ways of thinking about employer
brand, employee communication and
employee engagement
• Ideas that you can use
• All within 30 minutes

4. Recap of last webinar.
Deeper Dive on Discover. Infusing employee
engagement data into your employer brand.
• Authenticity is the new paradigm of communications
• The strategy is to shape your employer brand with
everyday experiences
• The tactic is to use every data point within reach
• Impact with a close look at employee engagement

5. Today’s webinar.
Creating Employer Brand
Value.
The plan to develop and demonstrate
employer brand value in your organization.

6. Question: Which of the following creates
greater employer brand value?
• A new logo
• A new tag line
• An engaging career site
• Engaging videos
• An aggressive social media program
• Measurable outcomes

7. Answer.
Measurable Outcomes

8. Our approach to creating the plan.
• Business impact – it’s about taking on an
issue that impacts the organization
(employee engagement, retention, etc.)
• It’s focused on gaining the trust, support
and participation of the CEO and senior
leadership
• We see several key components

9. Key components.
Mission
what are trying to
solve
Environment
state of talent, talent
needs, etc.
SWOT
strengths,
weaknesses
Metrics
what & how to
benchmark
Project MGMT
budgets, timelines,
milestones
The vision with equal parts
rationale and emotion;
connect to strategy
Support with proof points,
particularly those for your
company/industry
A realistic assessment of
what you’ll need to
accomplish the mission
How do we define program
success and prove the
program’s ROI?
A clear but concise project
plan builds trust

10. Talent is looking. (environmental proof points)

11. Illustration: environmental proof points.
• Of employed workers, 38% are dissatisfied
with their current job, 27% are neutral
• Most, 90%, plan to explore new
opportunities as the job market improves
• “Actively looking” and “browsing”
employees make up 77% of employed
workers
Monster Insights 2014

12. Illustration: environment proof points.
• Only a third are more committed to their
company than when they started
• Less than half feel that their efforts are
recognized and valued
• Primary drivers of job searches include better
match to skills and desires (38%); higher
compensation (38%); and opportunity for
career advancement (25%)
Monster Insights 2014

13. Illustration: environmental proof points.
Only 15 percent of the employed workforce claim
to be so happy that they won’t even consider
another position.
15%
LinkedIn Talent Trends 2014

14. A few words about employer branding.

15. The state of employer brand.
Who owns employer branding internally?
53% say
EBI Global Trends 2014
HR (US)

16. The state of employer brand.
A clear employer brand strategy.
14%
17%
32%
35%
Have not developed strategy
Yes have a clear strategy
No but working on it
Yes but needs futher development
EBI Global Trends 2014
(Global)

17. The state of employer brand.
1) Having a clearly defined strategy
2) Senior management engagement
3) CEO engagement
4) Communications planning
5) Defining EVP
6) Developing strategies for retaining talent
7) Collaboration with other departments
8) Conducting internal research
9) Producing communications material
10) Participating in social media
How important
are the following
to achieve
employer
branding
objectives?
(Global – in order of
importance)
EBI Global Trends 2014

18. The state of employer brand.
1) Obtaining an adequate budget
2) EB messaging across departments
3) Distinctive employment offering
4) Senior leadership engagement
5) Communicating EB to candidates
6) CEO engagement
7) Communicating EB to customers
8) Communicating EB to suppliers
9) Engaging external agency
What are the
challenges
faced in
managing your
employer
brand?
(Global – in order of
importance)
EBI Global Trends 2014

19. Impact. (picking metrics and alignment)

20. The impact of employer branding.
1) Employee engagement
2) Retention rate
3) Number of applicants
4) Quality-of-hire
5) Cost-per-hire
6) Ranking in best employer awards
7) Promotion of internal candidates
8) Employee referral rate of new hires
9) Candidate conversion ratio
10) Sourcing effectiveness
11) Profit-per-employee
What metrics do
you use to
measure ROI
on your
employer
brand?
(Global – in order of
importance)
EBI Global Trends 2014

21. The impact of employer branding.
The main benefits gained from employer branding.
10%
11%
11%
12%
13%
19%
19%
22%
28%
32%
35%
Increased customer engagement
Decrease in time-to-fill
Setting a standard/framework for HR
Increase in unsolicited resumes
Increase in internal hires
Decrease in turnover
Higher acceptance rates
Reduced recruitment costs
Reconigtion as EOC
Increase EE engagement
Ease in attracting candidates
EBI Global Trends 2014
(Global)

22. Goal example: Financial services and
turnover.
Average annual voluntary turnover rate in the financial services
industry is: 12.8% (CompData Surveys, 2013); Average cost-per-hire
is $1,949 (>10,000 ees) (Dise, 2012)
For a regional bank with 24,000 ees
Need to fill: 3,120 ees (24,000 x 13%)
CPH: $6,080,880 (3,120 x $1,949)
Stronger employer brand cuts turnover by 28% (LinkedIn)
Need to fill becomes: 2,246 (becomes target goal)
CPH becomes $4,377,454 (becomes target goal)
a savings of $1,703,426

23. Another Goal example: Financial
services and engagement.
Per AonHewitt, at any given time a third of employees are actively
disengaged. Gallup estimates that the cost of a disengaged employee
is approximately $2,500.
For a regional bank with 24,000 ees
7,920 actively disengaged employees (24,000 x .33)
Impact: $19,800,000 (7,920 x $2,500)
Reducing the disengaged population by just 20 percentage points
would reduce the impact of the disengaged by: $3,960,000.
This doesn’t include the upside of increased productivity which has a
value far greater than the $2,500 benchmark.

24. Summary.
Mission
what are trying to
solve
Environment
state of talent, talent
needs, etc.
SWOT
strengths,
weaknesses
Metrics
what & how to
benchmark
Project MGMT
budgets, timelines,
milestones

25. Action item 1: Elevate employer
branding – and HR – by taking it on.
A business case means solving something
for the good of the organization. Focus on
one to three “impacts” – e.g. increasing
employee engagement, decreasing turnover,
etc. – and align data and outcomes.
 Be specific
 Have
measurable
outcomes
 Be-data driven

26. Action item 2: Target internal sponsors,
speak their language and have a goal.
CEO/senior leader engagement and
obtaining an adequate employer brand
budget are both top critical factors and top
challenges.
• Paint a picture (the why with
emotion)
• Frame a solution
• Outline the process (be realistic
about any heavy-lifting)
• Clearly state budget, outcomes
and milestones

27. Action item 3: Demonstrate through
great project management.
Taking on a solution is the plan to develop
employer brand value; achieving the
solution is the way to demonstrate its value.
• Assemble your team
• Clearly delineate roles and
responsibilities
• Update stakeholders frequently
and with style
• Don’t be shy: celebrate wins

28. Our approach to employer brand.
Discover
• Stakeholder interviews
• Focus groups
• Employee engagement data
• Communication audits
• External brand alignment
• Culture, mission and values alignment
Invent
• Employer brand promise
• Employer brand attributes
• Employee value proposition
• Creative design expression
• Strategic communications planning
Deliver
• Employer brand architecture
• Integrated communications
• Certified brand ambassadors
• Customer experience and employer branding

29. Employee Value Proposition.
How and why your EVP plays a critical role in employer
brand and employee communication.
Thursday, July 31, 2014
2:00-2:30 ET
Thank you!
Offline questions?
Contact me at 216.685.4486
or nrjohnson@davidgroup.com
Our next webinar.