Candidates decide whether or not to apply for a job within 49.7 seconds. That's a short amount of time to portray your brand. This slideshare shows how you can build a brand that will attract the right talent and what steps you can take today.
10. #Glassdoor
Who Should Be in Charge
of employers believe HR should be primarily
in charge of developing the corporate brand
51%
45%
of employers think HR should be
a stakeholder in their corporate brand
Source: http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/
14. #Glassdoor
Get Social
Step 1
Create a presence on social
Highlight company awards,
holidays and milestones
Encourage your employees
to have a voice and use
searchable hashtags
15. #Glassdoor
Get Social: Utilize Photos and Videos
Step 1
Encourage viral photos and
videos in all departments
Show the real “you” on a career
blog or through social posts
Let employees be who they are
19. #Glassdoor
Reinforce Your Core Values
Step 3
Include in your EVP and
promote everywhere
Create a sense of purpose for
employees
Empower employees to be an
active part
23. #Glassdoor
Ask for Feedback
Step 4
Don’t wait until review cycles
to ask for feedback
Encourage constant feedback
Take the good with the bad
24. #Glassdoor
Adapt Based on Feedback
Step 4
Employer branding is not
set it and forget it
Test messaging and get
employee buy-in
Create work hours that cater to
your evolving work environment
26. #Glassdoor
Respond to Reviews
Step 5
Join the conversation
Compliment the good and
appreciate the bad
Show candidates that you value
and are receptive to employee
feedback
28. #Glassdoor
Get Involved in the Community
Step 6
Get your employees involved
in the community
Build CSR programs
Post a calendar to promote
company involvement
30. #Glassdoor
Encourage Employees to Become
Brand Ambassadors
Step 7
Encourage employees to
wear company gear
Involve employees in the
hiring process
Utilize referral programs
Kira –
\In that time, your employer brand and rep need to make a serious impact.
(Rusty)
There are four key challenges that companies face that having a strong employer brand can alleviate.
Recruitment Costs. Companies with a strong employer brand can reduce cost-per-hire by 50 percent. (http://bit.ly/1wWzOKr)
Awareness. “It starts long before that -- because everything a candidate has ever heard, read or witnessed about your company will enter into the decision of whether work to work with your company. (http://www.entrepreneur.com/article/234815)
Recruitment Funnel. Those with a defined employer brand dominate 60% of the labor market (multiple sources, including: http://theundercoverrecruiter.com/employee-referrals-brand/) AND A CareerBuilder study reveals that organizations with a strong employer brand attract at least 3.5 times more applicants per job. (http://www.brazencareerist.com/blog/2015/03/10/4-unique-ways-to-create-an-employer-brand-and-recruit-top-talent/)
Candidate quality. Top talent wants four things: purpose, meaning, impact, growth (http://www.inc.com/thomas-koulopoulos/four-ways-to-attract-the-best-people-and-create-talent-gravity.html?cid=em01016week33a)
6 ways employer brands help your business:
Attract more and better candidates
Especially critical for attracting junior employees, younger demographics, and those outside the US
Higher job acceptance rates
Increased ability to secure top talent
Lower recruiting costs (http://lnkd.in/eb)
Increased employee retention and engagement
Improved work culture
(Rusty)
Let’s pause to quickly explain why this is an HR issue, and not just a marketing issue.
Clearly it must be a collaborative effort with buy-in from every department (You can’t have a magnetic organization without magnetic leaders. http://www.forbes.com/sites/robertamatuson/2014/01/14/how-to-attract-top-talent-that-will-stick-around/)
BUT
51% of employers believe HR should be primarily in charge of developing the corporate brand, and 45% think they should be a stakeholder in their corporate brand (total of 96%) http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/
36% of employer brand strategies are now managed by HR departments compared to 31% in our 2009 study. http://bit.ly/1MZbzCq
Talent acquisition is the leading factor in the decision to invest in an updated corporate brand 61 percent of the time. http://bit.ly/1ILdqGc
When searching for a job, 77.3% of job seekers in a 2014 survey conducted by the Talent Board listed job descriptions as the most important information in their job hunt. http://www.fastcompany.com/3044966/how-to-make-your-employer-brand-shine-and-attract-the-best-tech-talent
More and more recruiters need to be marketers as well.
(Rusty)
Let’s pause to quickly explain why this is an HR issue, and not just a marketing issue.
Clearly it must be a collaborative effort with buy-in from every department (You can’t have a magnetic organization without magnetic leaders. http://www.forbes.com/sites/robertamatuson/2014/01/14/how-to-attract-top-talent-that-will-stick-around/)
BUT
51% of employers believe HR should be primarily in charge of developing the corporate brand, and 45% think they should be a stakeholder in their corporate brand (total of 96%) http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/
36% of employer brand strategies are now managed by HR departments compared to 31% in our 2009 study. http://bit.ly/1MZbzCq
Talent acquisition is the leading factor in the decision to invest in an updated corporate brand 61 percent of the time. http://bit.ly/1ILdqGc
When searching for a job, 77.3% of job seekers in a 2014 survey conducted by the Talent Board listed job descriptions as the most important information in their job hunt. http://www.fastcompany.com/3044966/how-to-make-your-employer-brand-shine-and-attract-the-best-tech-talent
More and more recruiters need to be marketers as well.
(Rusty)
Let’s pause to quickly explain why this is an HR issue, and not just a marketing issue.
Clearly it must be a collaborative effort with buy-in from every department (You can’t have a magnetic organization without magnetic leaders. http://www.forbes.com/sites/robertamatuson/2014/01/14/how-to-attract-top-talent-that-will-stick-around/)
BUT
51% of employers believe HR should be primarily in charge of developing the corporate brand, and 45% think they should be a stakeholder in their corporate brand (total of 96%) http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/
36% of employer brand strategies are now managed by HR departments compared to 31% in our 2009 study. http://bit.ly/1MZbzCq
Talent acquisition is the leading factor in the decision to invest in an updated corporate brand 61 percent of the time. http://bit.ly/1ILdqGc
When searching for a job, 77.3% of job seekers in a 2014 survey conducted by the Talent Board listed job descriptions as the most important information in their job hunt. http://www.fastcompany.com/3044966/how-to-make-your-employer-brand-shine-and-attract-the-best-tech-talent
More and more recruiters need to be marketers as well.
Kira -
Kira
Kira
Create a presence on social. Good channels to consider are: Twitter, Facebook, Glassdoor, Slideshare, Pinterest, Instagram, etc. Determine which channels you’ll hone in on and don’t take on more than your team can handle and manage. It’s important to stay active, so that your followers remain engaged with your employer brand.
Highlight unique milestones, awards or company culture campaigns. At Glassdoor, we send out who wore it best emails when employees wear the same attire. This shows others on social that we have a fun and engaged work culture.
Encourage employees to get involved and have hashtags that they can use to make your content searchable.
Kira
Encourage viral photos and videos in each and every department
Show the real “you” (no stockphotos) on a career blog or through social posts
Let employees be who they are and get involved to help you recruit
Kira
Kira
Oftentimes, employers are quick to put marketing dollars towards products, but build the case for why you need to market to the people that will be building those great products.
Steps to ensure you do this are to:
Audit interview reviews
Always close the loop with candidates (even if they aren’t the right fit, they may lead you to someone that is a good fit
Respond to interview reviews – just like you respond to employees, respond to candidate reviews and highlight the good and appreciate any feedback that will make your company better
We do this at Glassdoor and just responded to feedback that we got recently. We know that we have stuff to work on and appreciate when candidates openly share with us what we could be doing to improve our process.
(Rusty)
“There is a clear understanding in business today that exceptional talent will always looks for organizations that are in-line with their values as well as the career progression that they want for their future. If a business is unable to articulate and promote the benefits of working for them, then its ability to attract these exceptional employees is limited.” – Kimberly Hubble
“If people believe they share values with a company, they will stay loyal to the brand.” -- Howard Schultz
“When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.” – Lindsay Kolowich (Hubspot)
A company that is thinking about employer culture is conscious of what their people need, and since they’re hiring the right people, and saving money on their recruiting efforts, they’re ready and able to build the perfect culture for their business.
“Nearly 80% of Millennials look for people and culture fit with employers.” (Collegefeed, March 2014)
Kira
After reading reviews and all feedback. Decide on the top 5 values that you will be your core values that you’ll live by as a company.
Some areas to focus on could be:
Career opportunities
Comp & Benefits
Culture & Values
Senior Leadership
Work/life balance
With an enhanced profile on Glassdoor, you can actually see on a heat map how you stack up to key competitors in these 5 areas, which can be helpful as you develop your unique employee value proposition.
60% of Millennials consider the most attractive perk to be growth opportunities (Glassdoor survey, March 2013)
46% of Millennials left their last job due to lack of career growth. (Glassdoor survey, March 2013)
(Rusty)
On mission statements/about us pages on websites:
“Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer -- and employee -- experience.”
“When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.”
– Lindsay Kolowich (Hubspot)
(Kira)
Kira
Include these core values in your Employee Value Proposition
Create a sense of purpose for employees; tie each role to the overall mission
Empower employees to be an active part developing and living out those values
(Rusty)
On mission statements/about us pages on websites:
“Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer -- and employee -- experience.”
“When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.”
– Lindsay Kolowich (Hubspot)
(Kira)
Kira
Include these core values in your Employee Value Proposition
Create a sense of purpose for employees; tie each role to the overall mission
Empower employees to be an active part developing and living out those values
(Rusty)
On mission statements/about us pages on websites:
“Often, the reason we stay loyal to brands is because of their set of values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer -- and employee -- experience.”
“When you successfully create a connection with your customers and employees, many of them might stay loyal for life -- and you'll have the chance to increase your overall profitability while building a solid foundation of brand promoters. But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.”
– Lindsay Kolowich (Hubspot)
(Kira)
Kira
Include these core values in your Employee Value Proposition
Create a sense of purpose for employees; tie each role to the overall mission
Empower employees to be an active part developing and living out those values
Kira
Kira
Don’t wait until review cycles to ask for feedback
Encourage constant feedback
Take the good with the bad
Kira
Be flexible. Employer branding is not set it and forget it
Test messaging and get employee buy-in (through focus groups)
Create work hours that cater to our evolving work environment – find key themes and see what your company can change to get a competitive edge
Kira
46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiting or hiring manager. (Glassdoor survey, September 2013)
69% agree their perception of a company improves after seeing an employer respond to a review. (Glassdoor survey, October 2014)
Your message is out there whether you want it to be or not on social media. It’s in your best interest to manage and monitor the conversation, and add the company’s perspective. This allows a candidate to see that you value you feedback from employees and strive to make the company better and better.
And remember, no company is perfect. Every company has things to work on and your candidates don’t expect you to be. They just want the inside scoop and to know where you as an employer stand when it comes to feedback. And candidates will read before 4-7 reviews before forming an opinion about you.
Kira
Responding to reviews allows you to:
Join the conversation on GD
Compliment the good and appreciate the bad
Show candidates that you value and are receptive to employee feedback
(Rusty)
Getting involved in the community is a free way to make your employees and company feel good. A lot of times it only takes a few minutes to research what’s going on in your community and encourage employees and the company to get involve and support a cause or community program.
At BambooHR, we push to free our people to spend time in the community and with their families. This desire to provide a perfect work-life balance is at the core of who we are as a company.
(Rusty)
Encourage giving back and get your employees involved in the community
Build Corporate Social Responsibility (CSR) programs 82 percent of U.S. consumers consider corporate social responsibility (CSR) when deciding which products or services to buy and where to shop (http://entm.ag/IJj7Kd)
Post a calendar (in the lunch or group areas) to promote company involvement
(Rusty)
The more you include employees to be a part of developing your company’s message the more likely they can help you promote that message to their friends and networks.
72% of employees with socially-encouraging employers are significantly more likely to help boost sales, compared to only 48% of employees whose employers aren’t socially encouraging. (Weber Shandwick research study, April 2014)
Referrals are clearly the single best way to recruit talent. http://bit.ly/1IOsBMu
(Rusty)
Encourage employees to wear company gear—At BambooHR, we offer paid paid vacation, and we ask our employees to post pictures of themselves wearing Bamboo gear from their vacation destination
Involve employees in the hiring process
Utilize referral programs to incentivize employees fairly for both hard-to-fill and easier to fill roles Referrals are KING! 73% of candidates would accept a job with a lower salary if their friends and family said it was a great place to work. (http://bit.ly/1J6z5tH)
Kira-
Go to: employers.glassdoor.com > Resources > eBooks
(Rusty)
Receive a free job posting on our ATS and full HRIS for one week.
Kira
Sign up for a free employer account to start monitoring and responding to company reviews today.