How do you create an employer brand that conveys your culture to candidates? In this presentation by Matt Charney, learn both the value of a branded culture and how to build your own.

1. Branding for Culture
@MattCharney
#CultureBrand | #MOSHRM
08.07.13 | SHRM Missouri State Conference

2. Matt Charney
2013 Huffington Post Top 30 Most Social HR Experts
2013 ERE Top 25 Most Influential Recruiters on Twitter
2013 Judge, Direct Employers Association Awards
2013 HRBN Top 40 HR Bloggers Under 40
2012 #2 Digital Recruiting Influencer (HRExaminer)
2012 Top 20 Online HR Influencers (HRExaminer)
2011 Advertising Age Creative Excellence Award
Producing motion picture at 20th Century Fox
USC Film School Grad | WGA Member
BBQ Snob | Hip Hop Lover | Chiefs Fan | Texifornian

3. Branding for Culture
• What is an employer brand?
• Why does it matter?
• How do you define your brand?
• How do you build your employer brand?

4. What Is An Employer Brand?
Definition: Employer Branding Is the Sum
Total of What Current & Potential Employees
Think of A Company As An Employer
Goal: The goal of employer branding is to
create a differentiation and preference in the
minds of both current & future employees.

5. The Business Case for Branding
By the Numbers
$85 Billion estimated
annual spend on
recruitment services
$8.9 Billion estimated
annual spend on employer
branding
3.2% of total corporate
revenue spent on
employer branding
Source: Bersin by Deloitte 2012 Talent
Management Factbook; LinkedIn State
of Employer Branding Report
By the Numbers
$3,479 average cost per
hire for US employers in 2012
$15,000 average cost of
voluntary turnover per
employee
18% less average salary per
worker at companies with
strong employer brand
strategies
Source: 2013 Career Xroads Soutce of Hire
Report; 2012 IDC Online Recruiment Report;
2012 Gartner Recruitment Industry
Overview

6. Employer Branding Benchmarks

7. Employer Branding Benchmarks

8. Employee Value Proposition (EVP)

9. Employer Value Proposition (EVP)
Write down 3-5 key words that define your
employer value proposition.
Hint: What makes your company a great
place to work?

10. Branding for Culture
Top 10 Recruitment Advertising Phrases Top 10 Resume Phrases
Communication Skills Experienced
Passionate Innovative
Motivated Motivated
Organized Results Driven
Track Record Dynamic
Innovative Team Player
Dynamic Results Oriented
Proactive Fast Paced
Creative Entrepreneurial
But what do we REALLY care about?

11. Branding for Culture

12. “Our People Are Our Greatest Asset”

13. Branding For Culture
“
“You don't have to fear your own company being perceived as
human. You want it. People don't trust companies; they trust
people.” –Marshall Goldsmith
Prove it.

14. Branding for Culture
Who’s Getting It Right?

15. Branding For Culture: Enterprise

16. Branding for Culture: SMB

17. Branding for Culture: Non-Profit

18. Branding For Culture: Staffing

19. 3 Keys To Influence
1. Employee Experience: Your
employees are your best
brand ambassadors – and
who candidates trust the
most.
2. Candidate Experience:
Potential candidates start to
form their impression of an
employer during recruiting
process – whether or not
they’re selected.
3. “Exit” Experience : Stay in
touch with departing
employees by providing
alumni networks for
engagement, referrals and
positive brand sentiment.
Branding for Culture: HR Pros

20. Questions?
Thank You!