How to Leverage Technology to Maximize Employer Brand Equity
I had the privileged opportunity to speak at the inaugural HR Tech Summit Canada 2017. The event hashtag was #HRTechCanada and the attendance at this event was phenomenal. My 30-minute talk was about how to leverage technology to maximize employer brand equity. SESSION ABSTRACT: Regardless of the company size, employer brand is a huge part of successful organizational business strategy. Further, the proliferation of technology during the past decade has resulted in employer brand being at the forefront of people strategy. Well known employer brands such as Westjet, Starbucks, Adidas, Nurse Next Door, GEICO and Airbnb are building strategies that successfully integrate and leverage the power of technology to create memorable and unique experiences. In this tech talk, learn how to leverage technology and social media to take your employer brand and candidate experience to the next level, including: 1) Understanding the main drivers of employer brand equity and how technology influences it. 2) How to leverage social media (LinkedIn, Twitter, Snapchat and Instagram) as your key communications and engagement channels to build brand equity. 3) Case studies and practical examples of how companies are successfully using social media and technology to elevate their brands and improve their candidate experience. 4) Tips to easily start leveraging technology into HR and recruitment practices.
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How to Leverage Technology to Maximize Employer Brand Equity
- 1. HOW TO LEVERAGE TECHNOLOGY TO MAXIMIZE EMPLOYER BRAND EQUITY JEFF WALDMAN @JeffWaldmanHR /JeffWaldmanHR /JeffWaldmanHRwww.jeffwaldman.ca
- 3. It’s the image of your organization as a great place to work in the mind of current employees and external audiences such as customers, employee prospects and other key stakeholders “ ” Source: www.brettminchington.com
- 4. WHY IS EMPLOYER BRANDING SO IMPORTANT?
- 6. WHAT DRIVES THE IMAGE OF YOUR BRAND?
- 7. Internal (Employee Experience) External (External Audience Perception)+ • Employee Engagement • Leadership • HR Tech Stack • Mission, Vision and Values • Diversity and Inclusion • Rewards and Recognition • Recruitment and Onboarding • Communication • Compensation (incl. perks) • Personal Development • Employee Collaboration • Employee Referrals • Career Site Experience • Candidate Experience • Social Media – Online Chatter • Customer Experience • Product and Service Experience • Community Involvement • Diversity and Inclusion • Awards (e.g. Great Place to Work) • Content Marketing • Employer Reviews (e.g. Glassdoor)
- 9. You can't market something you don't have. If your people are not happy and engaged, selling your company will be difficult. “ ” Josh Bersin
- 10. You Now Have an Awesome Workplace. NOW WHAT?
- 11. • Market. • Communicate. • Listen. • Showcase/Promote. • Have Conversations. • Share and Enlighten. • Add Value and Educate • Create. • Connect.
- 13. EB STRATEGY MODEL Understand Build Launch Measure • State of employee engagement. • Mission, vision and values. • Perception of EB internally and externally. • Org change readiness. • Leadership buy-in. • Competitive analysis. • Identify your Employee Value Proposition (EVP). • What are you promising re employee experience? • Build HR programs to support EVP delivery – note: think employee experience. • Build content strategy. • Identify tools/tech mix (e.g. ATS, social tools). • Leadership support. • Leverage brand ambassadors. • Iterate on the fly. • Keep doing. • Stop doing. • Make changes. • Keep iterating.
- 14. LET’S TALK ABOUT TECH. WHY DOES IT MATTER?
- 16. Source: www.careerarc.com 62%of job seekers visit social media channels to evaluate an employer’s brand.
- 18. CURRENT STATE ANALYSIS • Rising demand for elder care services. • Market misperception – home care industry was not exciting and Nurse Next Door only hiring caregivers or nurses. • Worked hard to build a great workplace – strong culture, purpose and fulfillment. • Marketing/Branding efforts to date were unsuccessful – too static and not engaging.
- 19. STRATEGY Leverage Video to Tell Employee Stories • Focused on Facebook – strong advertising platform and demographic targeting. • Drove engagement using Facebook Live and Instagram Live. • Integrated captioning so people could watch videos without sound. • Google analytics to track video URL back to job postings. • Fed videos to career site. • Social sharing – YouTube, Twitter, LinkedIn, Facebook and Instagram.
- 20. IMPACT – OUTCOME “Time to Hire” reduced from 6-8 months to 2-3 months. Job applicants feel more connected to the Nurse Next Door brand.
- 21. Nurse Next Door Culture Video: https://youtu.be/flxoFnKqZsQ
- 22. HR TECH STACK Collaboration PerformanceHRIS Recruitment Engagement Social Tools
- 23. RECAP – SECRET SAUCE Start with building an awesome employee experience – attract, engage and retain. “HR Tech Stack” With the help of Marketing, showcase your awesome employee experience through online and social tools. INSIDE OUTSIDE