If you are a tech company competing for top talent, this is a how-to guide to help brand your company as an appealing employer to the talents you want and need.

1. EMPLOYER
BRANDING
How to position your company
to recruit and retain the best
team for you
@pamelabeckerCBC

2. What we will cover
What is employer branding?
What makes you an appealing employer?
Who and what influences the employees you want?
What is your company’s story?
Who tells your story, how and where?
The employer branding toolkit: internal communications, social media, local PR,
content, events, community and your current employees
@pamelabeckerCBC

3. Your employer brand
reflects the reputation
and appeal of your
company as a
workplace and impacts
the quality and quantity
of candidates for
positions.
@pamelabeckerCBC

4. Why is reputation important?
69% would not take a job
with a company with a
bad reputation, even if
they were unemployed.
@pamelabeckerCBC
Stats from GlassDoor presentation The Business Case for Employer Branding

5. Why is reputation important?
❖Most trusted resource for learning about companies:
➢ 52% family and friends
➢ 14% feedback and reviews from current and
former employees (the average rank on Glassdoor
is 3.3)
❖Companies with a strong employer brand spend an
average of 22% less on recruitment fees
❖Employers that invested in employer branding
reported 54% increase in the quality of the team pool
@pamelabeckerCBC
Stats from GlassDoor presentation The Business Case for Employer Branding

6. What makes you an appealing employer?
Why did they say yes?
Ask employees
why they
preferred your
company over
other options.
Why do they stay?
Ask employees
what makes them
ignore the
inquiries from
other companies.
Why did they say no?
When a potential
employee turns
down an offer
find out why.
@pamelabeckerCBC

7. What’s your
company’s story?
@pamelabeckerCBC
and how are you telling it?

8. Who tells your story?
HR
Communications to
applicants and employees
should be on-message,
branded & consistent.
R&D
Demonstrate thought
leadership & brilliance in
various channels...with
branding.
Marketing
Direct skills and resources
to address the workforce
audience.
Employees
The most credible voices
saying that your company
is a great place to work -
help them be heard.
The group shot is of the fabulous JellyBtn team - they bring a photographer to the office every 2-3 mos to make sure
their shots are up to date!
@pamelabeckerCBC

9. Who are you
looking for?
and what do you know about
them?
What are they looking for in
an employer?
What motivates them?
What do they read?
Where do they look for
professional answers?
@pamelabeckerCBC

10. Where do they get their professional
information? Where do they “check” you?
@pamelabeckerCBC

11. Be heard in all
the noise
Reach your target audience from a
range of channels in adapted formats
@pamelabeckerCBC

12. Your toolkit
Your tools will overlap
❖ iComm
❖ Social media
❖ Local PR
❖ Content
❖ Events
❖ Community outreach
@pamelabeckerCBC

13. Internal
Communications
Start your efforts at home
Event-goers purchase our
fashion-forward, connected
accessories to wear again-
and-again
@pamelabeckerCBC

14. Social Media
Employees want to work for
people, not for companies
Encourage engagement on
official and less-official assets
Offer branded images for SM
assets to all employees
Provide policies, handles &
hashtags
Match activities to network
@pamelabeckerCBC

15. Local PR
Influence the work force’s
influencers
@pamelabeckerCBC
See Globes article here.

16. Content
By-lined posts and articles by
executives and employees
@pamelabeckerCBC
See JellyButton blog post here.

17. Plug for the Host
Viola-Notes is an excellent
resource to generate content that
can be shared & recycled
@pamelabeckerCBCSee Viola-Note blog here.

18. Events
Branded presence at meetups,
conferences and hackathons
@pamelabeckerCBC

19. Community
an extension of your
company story
It’s not about whether you
contribute, but how
@pamelabeckerCBC

20. Engaged employees are your best advocates
Offer clear handles, hashtags & policies (repeat!)
Provide branded materials to distribute for friend-brings-a-friend
programs.
Encourage participation as judges, speakers and mentors at events.
Post, request shares and recycle content that features employees and
execs.
Part with all employees kindly.
@pamelabeckerCBC

21. Source No. of CVs
received
Qualified
leads
Proposal
rejected
Proposal
accepted
Cost per
new hire
Employees 25 4 1 1 4,000 NIS
Website 25 3 1 1 0
Social
Media
10 5 0 1 1,000 NIS
Events 17 3 1 1 10,000 NIS
Measure &
optimize
The costs and quality of results
will vary per channel, time
period and company
@pamelabeckerCBC

22. Summary
Step 1
Take stock of your
current situation
Who are you looking for?
What is and what is not
working? What is the
company story? What
resources are available?
Step 2
Execute...Not everything
will work (and that’s ok)
Reach audience at
multiple touch points. It’s
hard to predict what will
work and when, so try
several things in parallel.
Step 3
Measure, refine & focus
and then do it again
Gage what is bringing in
the best leads at what
cost. Keep in mind that
what works today may be
dated tomorrow.
@pamelabeckerCBC

23. Thank you
Pamela Becker
pamela@colemanbecker.com
www.colemanbecker.com
https://il.linkedin.com/in/pamelabecker
https://twitter.com/PamelaBeckerCBC