1. Latest Global Trends in Employer
Branding and Future Directions
Eugenio Amendola
Managing Director at Anthea Consulting
Senior Associate EBI

2. What Companies say?

3. Factors contributing to the lack of talent
Source: Top Employers 2008/CRF

4. Employer Brand strategy
Source: EBI (July-December2008)

5. Expenditure forecast
Source: EBI (July-December2008)

6. Employer Brand Metrics Used
Source: EBI (July-December2008)

7. Most effective initiatives
Source: EBI (July-December2008)

8. Major benefits gained
Source: EBI (July-December2008)

9. Employer Brand Attributes to attract talent
Source: EBI (July-December2008)

10. Practice which will protect the bottom line and the
employer brand during the recessionary period
Fonte: Human Capital Institute/Taleo (November – December 2008)

11. The biggest risk to the bottom line and the employer
brand during a recession
Fonte: Human Capital Institute/Taleo (November – December 2008)

12. Attracting college graduate
talent in a uncertain
economy
Source: MONSTER USA (December 2009)

13. What Job Seekers say?

14. Factors of Employer Choice
Fonte: Trendence Institute 2008

15. Communication channels
Fonte: Trendence Institute 2008

16. Information preferred on the employment
web site (only Italy) 1 Career opportunity and
professional development
2 Current vacancies
3 Applicants profile
4 Company history and planning for
the future
5 Wages and benefit
6 Selection process
7 Company values and culture
8 How is to work for that company
(employees stories)
9 Training programs
10 Company financial results
11 International career opportunities
12 Company commitment to the
environment
13 Social responsibility
14 Internship/stage
15 Opportunity to write the degree
thesis
16 Diversity program
Fonte: EBPS 2008 (September-October 2008)

17. What Companies could do?

18. What actions of employer branding is useful in
times of crisis?
1. Have a long-term vision in the management of their current talent (don’t cut with
hatchet but use a scalpel to face a layoff. You may lack the right talent for the
recovery). Negative effect on your employer brand in attracting.
2. Avoid “death by a thousand cuts”. If you do have to lay off employees, plan for it
and do it all at once. Negative effect on your internal employer brand which
reduce the engagement of high performers.
3. Communicate to employees fastly and clearly the decision to lay off. They could
receive this information by other people or source.
4. Assess the value of your Employer Brand using EB Metrics (rank position, brand
Focu survey, cost per hire, time to fill)
5. Keep under control the bad news by checking the media effect on your Employer
Brand

19. What actions of employer branding is useful in
times of crisis?
Improve your way to communicate with your target
1. Do not give up but make virtual the communication processes of your
Employer Brand
2. Interact more with your target. Let your candidates can live an effective
Employer Brand Experience
3. Understand better needs and attitudes of job seekers. Use a
segmentation approach to identify and attract your target
4. Let your employer branding activities is lead by a TRM approach and not
only a recruiting approach

20. Employer Branding and the WEB 2.0
The impact of onlne postings should not
be underestimated. Employers need to
respect the POWER gained by
Worth of
Blogs
Mouth
Networks Community applicants through their online
connections.
Whether companies like it or not,
people ARE TALKING about them online
and forming their OPINIONS through
Advertising Web Site Internal Events
dialogue with others.
Companies can actively influence
public opinion by OBSERVING,
LISTENING and JOINING the online
forum.
Source: JWT INSIDE

21. Employer Branding and the WEB 2.0: an example
of a negative impact on recruitment (Waterstone)

22. SEGMENTATION: Forrester’s Social Technographics
•Publish web page
CREATORS •Publish or mantein a blog
•Upload video to sites like YouTube
CRITICS •Comment on Blogs
•Post ratings and reviews
•Use RSS
COLLECTORS •Tag Web pages BABY BOOMERS (nati anni ‘50)
X-ERS (nati tra il 1963 ed il 1977)
Y-ERS (nati tra 1978 e 1983)
•Use Social networking Sites NEW GENERATION (nati dal 1983 in poi)
JOINERS
•Read blogs
SPECTATORS •Watch Video
•Listen to podcasts
INACTIVES •None of these activities
Source: Forrester

23. How to produce an on line candidate experience
making virtual your recruiting and employer
branding strategy during an economy downturn
Four main interactive tools to be considered in a
Employer Branding 2.0 Era
1. CAREER WEB SITE
2. SOCIAL NETWORKS
3. BLOGS
4. VIRTUAL STAND

24. CAREER WEB SITE. How to prevent negative user
experience on your career web site: some
common mistakes
1. Difficult to navigate with lots of dead ends and hard-to-find career link
2. Navigation reflects the company’s internal structure rather than being
designed for an outsider’s ease
3. Navigation constantly links the user out of the career site and into the
corporate site or sends the user to the on line application too quickly
4. Fails to be informative or contains too much irrelevant or outdated
content
5. Flat content without video, audio or first-first person profiles
6. Too much text scrolling or the text is not structured for easy online
reading

25. SOCIAL NWKS AND BLOGS. Employer Branding and
recruitment benefits
MAKE OFFER/
ATTRACT SOURCE ENGAGE SCREEN
CLOSE DEAL
Enhance your corporate Interact with passive Build a relationship Better inform your Increase your close
employment brand and candidates by through conversations, interview and selection rates by leveraging the
BLOGS
provide the commenting on their respond to user process by leveraging trust, transparency and
transparency and trust blogs or on relevant submitted queries and the wealth of ongoing communication
job seekers require industry or topic blogs create a community of information and insight throughout your process
engaged job seekers published on job seekers
blogs.
Grow and gain a Expand your reach by Top potential Understanding your Help your prospective
competitive advantage interacting with employees based on candidates’motivations job seekers connect
through social network prospective employees. information garnered in and interests through with others in your
NETWORKS
by answering questions Find more quality their social networking their social networking organization. Let your
SOCIAL
and becoming a go to candidates by going profile. Use information profiles to better inform collegues evangelize to
resources for candidates where they are and to prmote interest in your screening and help close the deal.
relevant to the jobs you using their profiles to your firm. selection process
are tring to fill. inform your search.
Fonte: Human Capital Institute

26. VIRTUAL STAND. Employer Branding and
recruitment benefits
1. More information in a small space. The user
can get all information they need, with no
dispersion and with easy access to them
2. Greater flexibility of use. companies can
choose the information and tools with which
wants to communicate (eg brochures,
posters, web site, company videos, video
testimonials, etc). You can also use the
virtual booth to be present even in university
sites (portable stand)
3. Lower cost compared with traditional
stand. Only a reduced cost of rent is valid for
one year;
4. More interaction and effective
communication. The candidate is able to
quickly grasp the essence of the company
and see if it is right to apply.

27. Recruiting Source Benchmarking Map
JOB BOARDS
CAREER FAIR EMPLOYMENT
WEB SITE
NEWSPAPER
Quantity of response
CAMPUS
RECRUITING
SOCIAL
RECRUITING NETWORK
AGENCY
EMPLOYEE
REFERRAL
Quality of response/Return on attractiveness
(employer brand effectiveness)

28. GRAZIE PER L’ATTENZIONE
e.amendola@antheaconsulting.it