1. DIY Employer
Brand
4 Steps to a Compelling
Employer Brand from
Scratch
Hong Kong
November 2016

2. Jo Chow
Talent Brand Consultant
LinkedIn Hong Kong
Mandy Wong
Talent Brand Consultant
LinkedIn Hong Kong

3. ① Why Employer Brand & Why Now?
② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand
Agenda

4. ① Why Employer Brand and Why Now?

5. Power has shifted to
the candidate

6. You Already Have an
Employer Brand

7. Companies are hiring for people to own Employer Brand

8. Talent Brand is here to stay, the proof is in the hiring!
Source: 2016 LinkedIn member Insights
In the past 10 years
5X
Talent Brand roles have increased by
In the past 5 years
2X
In the past 3 years
50%

9. Has your company developed a clear employer
branding strategy?
13%
32%
35%
17%
No, we have not developed a strategy
No, but we are working on it
Yes, but it can be further developed
Yes, we have a clear strategy
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)

10. ② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand

12. Build a robust case to bring everyone on board
Estimated cost, benefit and risks
Overall business objective –
what are you trying to solve?
Stakeholders 1 Stakeholders 2 Stakeholders 3
Executive sponsorship
Responsibility Responsibility Responsibility
KPIs KPIs KPIs
Your key talent pools

13. Which department is currently responsible for managing your
employer brand?*
* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)
8%
13%
17%
18%
42%
CEO
Executive Team
Marketing / Comms / Branding
HR and Marketing / Comms
HR / Recruitment

14. ② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand

15. What is an Employee Value Proposition?
15
The set of benefits or value a
company promises to deliver to it’s
existing employees and targeted
potential candidates as a place of
work.

16. Examples of Employee Value Propositions

17. General Format
Employer Brand Framework
Essence
Employee
Value
Proposition
Pillars
Master brand
Rewarding work
Career Stability
A proven track record that can
provide long term career
opportunities.
Challenging Work
Employees work on
challenging projects and are
continuously being given the
opportunity to stretch
themselves.
Make an Impact
Employees have direct access
to peers and decision makers
and own the opportunity to
make a positive impact in their
roles.
Mission | Vision | Values | Purpose
 Average tenure of
employees is 12 years
 Promote within policy
 Belief in employee
development through cross
functional projects
 Employee educational
assistance
 Pay for performance
compensation
 Direct access to decision
makers
Proof Points

18. 4 Steps to create an Employee Value Proposition
1. Research Internally  Understand who you are from the inside out
2. Research Externally  Understand the people who you want to hire & what
current perceptions they hold of your company
3. Put it all together  Identify and articulate your unique offering relevant to
your talent market
4. Ensure Buy-In  Get internal buy-in and commitment from all stakeholders

19. Understand who you are
Step #1 – Internal Research
 Who are we?
 What do we do?
 Why do we exist?
 Why does it matter?
 Why do people work here?
 What do people not like about
working here?
 Why do people leave?
 How are we different?

20. Base Line Assessment
Step #1 – Internal Research
​Start by reviewing all relevant information
pertaining to the current articulation of
your Employee Value Proposition.
 The company’s Vision, Mission, and
Values.
 Company and Careers websites
 Recruitment materials
Remember to ask your recruiters what
they say about your company in an
interview

21. Talk to Your Leaders
Step #1 – Internal Research
​Leaders determine the strategic direction of the company. They set the tone of it’s
working environment and have the biggest influence on the employer brand.
​Interview a number of senior members in the organisation.
​Example questions
 What was your decision process in joining this company?
 What does success look like for employees working here?
 What makes the company a great place to work?
 Define the organisation’s leadership style.
 Where will the organisation be in 5 years time?
 What makes the working experience here better than your
biggest competitor?
 What needs to be improved in the working experience?

22. Talk to Your People
Step #1 – Internal Research
​Employees live the culture every day. Their views are the most realistic reflection of
what the company is like to work in today.
​Conduct several focus groups and interviews.
​Example questions
 Why did you join?
 What is the company’s main strength as an employer?
 What can the company improve in it’s employment
experience?
 What do your tell friends/family about what it is like to work
here?
 How would you describe the leadership?
 Is the reality the same as your expectation before joining?

23. Understand who you want to hire
Step #2 – External Research
​In order to understand who you want to hire to best position yourself to your target talent
you need to be able to answer the following questions…
 Who are we looking to hire?
 Where are they?
 What do they value?
 Who else is competing for them?
 What does your competition offer?
Tools for doing this research
 New hire interviews / surveys
 Desktop review of competitors

24. Identify your unique offering relevant to your talent market
Step #3 – Put it All Together
​Now synthesize
 What the talent market wants
 What competitors offer
 What you offer (the authentic you)
 What you would like to offer (the
aspirational you).
​This will help you identify your unique
position in the market place and clarify
your employer value proposition.

25. Define the Pillars of Your EVP
Step #3 – Put it All Together
 The company
 Products and Services
 Leadership
 Employee growth and development
 Culture
 Values
 Perks and rewards - pay, extras, leave, maternity, etc.
 Work Environment
 Corporate Sustainability - environment, charity

26. General Format
Employer Brand Framework
Essence
Employee
Value
Proposition
Pillars
Master brand
Rewarding work
Career Stability
A proven track record that can
provide long term career
opportunities.
Challenging Work
Employees work on
challenging projects and are
continuously being given the
opportunity to stretch
themselves.
Make an Impact
Employees have direct access
to peers and decision makers
and own the opportunity to
make a positive impact in their
roles.
Mission | Vision | Values | Purpose
 Average tenure of
employees is 12 years
 Promote within policy
 Belief in employee
development through cross
functional projects
 Employee educational
assistance
 Pay for performance
compensation
 Direct access to decision
makers
Proof Points

27. Get internal buy-in and commitment from all stakeholders
Step #4 – Ensure Buy-In
​It is essential that your EVP has internal
buy-in and commitment from all key
stakeholders.
​Put your internal marketing hat on.

28. ② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand

29. Two types of content
Hub Content
they come to you
Feed Content
you send the content to them

30. The perfect hub for your employer brand
Next Generation Career Page

31. What we’ve always heard from companies in Hong
Kong…
• Traditional job portal seems
not to be fulfilling our
recruitment needs, and we
always see familiar faces
applying
• Time, resources and
efficiency: how do I help my
company promote employer
brand, when I am already so
busy?
• Make recruiting smart by
automation and big data by
social recruitment
1. We are expanding / changing
our businesses, that’s why we
need new types of talent
2. HR is asked to fill sizable
headcounts to support the
business
3. HR is understaffed,
concerned about time and
resources to fill the
headcounts
4. Not sure how I can promote
my employer brand
31

32. What are talent thinking?
32
Perks and benefits
54%66%
Culture and values
50%
Mission and vision
1 2016 Global Talent Trends Report
2 Member survey: “How and why people change jobs” – March 2015, 10.5k members
49%
of candidates say the #1 obstacle to changing jobs is
knowing what it’s really like to work at a company1
What candidates want to know most about your company:

33. Career Pages let you share your authentic story &
drive measurable hiring results
Traffic-driving ads & tailored audience views
help you engage high-priority candidates
33
• Traditional job portal seems
not to be fulfilling our
recruitment needs, and we
always see familiar faces
applying
• Time, resources and
efficiency: how do I help my
company promote employer
brand, when I am already so
busy?
• Make recruiting smart by
automation and big data by
social recruitment
“Life” page provides candidates invaluable
culture insights from you & your employees
Robust in-product analytics allow you to see
key recruiting results & insights
Reach the right talent1
Share your authentic story
without hassle
2
Measure success3

34. “Life” page gives candidates a rich, authentic view into
life at your company
Feature inspiring
company leaders;
allow talent to get to
know them before they
join
Feature videos,
images, slideshows
highlighting your
company culture,
people, mission
Catch top
talent’s eye
with a standout
image or video
telling your
company story
Share employee-
created photos and
blog posts
that tell an authentic
story, while still
allowing you to control
your messaging 34

35. Traffic-driving ads target your high-priority audiences &
invite them to visit your Career Pages
On average, traffic-driver ads increase your company followers 68%;
followers are a warm pipeline that are 3x more likely to apply1
35
1 LinkedIn Internal Data, 2016
Reach the right talent1

36. Dynamic audience views & dropdown give talent a
personalized tour of your company
Relevancy drives engagement: viewers are 46% more likely to follow your company when
they see content tailored to them1
1 LinkedIn Internal Data, 2016
36
Share your authentic story
without hassle
2

37. No time, no problem: Career Pages Admin tools make it
easy to create & maintain content
Edit mode allows you
to preview or save
prior to publishing
Easily toggle
modules on or off
for every audience
view
Intuitive, in-line
editing experience
We’ll suggest
content based
on recency and
relevancy
37
Share your authentic story
without hassle
2

38. No time, no problem: Leverage other functions and all
employees to help out
38
Potential owners
Company logo, banner, slogan, video,
description (Company Page)
PR or Marketing
Employer branding banner, slogan, video,
company culture description (Career Page)
HR
Company update (news)
PR or Marketing
Employee events updates (news) HR
Jobs posting HR
*Employee’s Post & Sharing (New) HR and all employees
*Employee’s events photo collecting (New)
HR and all employees
Showcase pages
Product Marketing
Share your authentic story
without hassle
2

39. In-product analytics help you measure success at all
stages of your recruitment pipeline
Measure visitor growth and frequency;
understand the demographics of talent
you attract
Gain competitive insight, including
Talent Flows
Measure impact on job engagement
and pipeline
39Measure success3

40. Our early-access customers have already seen success
with Next Gen Career Pages
+60% increase in page
views per visitor1
+175% increase in
job views1
40
1 LinkedIn Internal Data, 2016

41. ② Four steps to a compelling Employer
Brand from scratch
i. Setup your employer brand project
ii. Develop your Employee Value Proposition
iii. Plan your employer brand communications
iv. Rollout your employer brand

42. Implementation – formula of success
​Just do it
​Don’t bite more than
you can chew
Show and promote
early successes