3. 3
THE CANDIDATE POWERED ECONOMY
2015 Candidate Behavior Study by CareerBuilder
ON AVERAGE, JOB SEEKERS USE 18
DIFFERENT SOURCES WHEN
SEARCHING FOR A JOB.
@AllisonAKruse #EBrandCon
3 IN 4 FULL-TIME EMPLOYED
WORKERS ARE OPEN TO OR
ACTIVELY LOOKING FOR NEW JOB
OPPORTUNITIES.
4. 4
THE MODERN SALES FUNNEL
Awareness
Interest
Consideration
Evaluation
Purchase
Marketing
Marketing
Sales
Sales
THEN NOW
@AllisonAKruse #EBrandCon
6. 6
INFO THAT IS EASY TO
FIND AND NAVIGATE
1 ON 1
COMMUNICATION
WITH A RECRUITER
DISCUSSIONS ABOUTCAREER
PATHS AT YOUR COMPANY
TESTIMONIALS
FROM THEIR PEERS
AN *ACTUAL* “DAY IN THE
LIFE” STORY, SPECIFIC TO
THE CANDIDATE
@AllisonAKruse #EBrandCon
7. 7
DO A DIGITAL AUDIT
THROUGH THE EYES OF YOUR
TARGET CANDIDATE
@AllisonAKruse #EBrandCon
9. 9
EMPLOYER BLANDING: Companies
doing the same thing, telling the same story
and merging in to one. Copying best
practices, shying from innovation and being
unique. Start thinking about reaching an
audience of one.
- BILL BOORMAN
“
“
11. ONE
WOMAN’S
EVP
A woman in Singapore worked long hours, and
thankfully had a 24 hour canteen so she could
get food on her way home.
She changed jobs and forgot to ask if
they had a 24 hour canteen during the
interview.
After joining, she discovered the
canteen was closed in the evening.
This greatly inconvenienced her, and
led to a quick exit.
Her “EVP” was a 24 hour
canteen.
Ever seen that listed
anywhere?
12. 12
ALL OF YOUR CULTURE BRANDING
EFFORTS SHOULD BE ABOUT
SHOWING THE GOOD, THE BAD AND
UGLY OF WORKING IN YOUR
COMPANY.
THAT WAY FEWER PEOPLE APPLY. THE
NUMBERS GO DOWN, BUT THE RIGHT
PEOPLE APPLY.
“
“
- BILL BOORMAN
14. 14
Fundamental to moving
from “doing social” to
“being social” for a brand is
recognizing that people are
the channel.
- Ragy Thomas, CEO of Sprinklr
15. 15
HELP THEM WITH CONTENT STRATEGY
It can range from an
enterprise-wide platform
that includes gamification,
social sharing, training
and rich analytics
to a monthly digest of
copy and graphics sent to
your “brand ambassadors”
via email.
Establish a mechanism for
putting high quality content
into your employee’s hands.
Creating and curating engaging
content is time-consuming.
@AllisonAKruse #EBrandCon
16.
17. 17
MOST OF THE TIME THE CONTENT
REQUESTS COME TO US.
SOMETIMES WE INITIATE SUPPORT.
25. 25
INVEST IN YOUR PEOPLE:
PROVIDE HIGH QUALITY,
RELEVANT TRAINING
PERSONAL
BRANDING
SOCIAL
EMPLOYEES
EFFECTIVE
MESSAGING
SPEAKING
SOCIALLY
SHARING
CONTENT
@AllisonAKruse #EBrandCon
26. 26
A FEW BENEFITS OF EMPOWERING
SOCIAL EMPLOYEES
WHICH IS WHAT CANDIDATES
ACTUALLY WANT TO HEAR
ABOUT.
THEY’LL BE MORE
ENGAGED AND HAPPIER,
WHEN TRUSTED
THEY WILL TAP INTO TALENT/LEAD GEN POOLS
NOT ACCESSIBLE VIA TRADITIONAL AVENUES
YOUR AUDIENCE/NETWORK
WILL EXPONENTIALLY
INCREASE
THEY WILL TELL
THEIR OWN STORY IN
THEIR OWN VOICE
THEY PROVIDE WINDOWS INTO YOUR
*ACTUAL* CULTURE/EVP…
@AllisonAKruse #EBrandCon
28. 28
Being the Brand Nerd and totally type A,
I was SO stressed about managing my
online identity when I first got on social.
My cofounder, Jason Seiden, cut
through that anxiety by giving me
permission to just be authentic. I don’t
worry about managing anymore, I’m
just true to myself!
“
“ LISA CERVENKA
Cofounder/ChiefBrandingOfficer,BrandAmper
@BrandNRD
35. 35
HOW DO YOU EARN RESPONSES
FROM CANDIDATES?
@AllisonAKruse #EBrandCon
36. 36
START WITH WHY
CHECK OUT @SimonSinek ON TWITTER AND HIS BOOK START WITH WHY
ENCOURAGE YOUR
RECRUITERS TO ASK
THEMSELVES
WHY CANDIDATES
ARE IGNORING
THEIR MESSAGES
@AllisonAKruse #EBrandCon
37. 37
ASK YOUR RECRUITERS WHY
TALENT IS IGNORING THEM
THE EMAIL IS SLOPPY
AND FULL OF ERRORS
THE RECRUITER SEEMS
UNPROFESSIONAL
THE CANDIDATE DOESN’T
SEE A GOOD REASON TO
TALK TO THE RECRUITER
TOO MANY MESSAGES
SENT TO CANDIDATE
THE RECRUITER SEEMS
UNTRUSTWORTHY
THE RECRUITER
OFFENDED THE
CANDIDATETHE WRONG JOB WAS
SENT TO THE WRONG
PERSON
@AllisonAKruse #EBrandCon
38. 38
WHEN YOU APPROACH
POTENTIAL CANDIDATES,
TREAT THEM AS A
PERSON FIRST
AND A POTENTIAL
CANDIDATE SECOND.
“
“
- GLEN CATHEY
@AllisonAKruse #EBrandCon
39. 39
I've learned that people will forget what you
said, people will forget what you did, but
people will never forget how you made them
feel.
- Maya Angelou
The basic architecture of the brain
ensures that we feel first and think
second.
- Neuroscientist Joseph LeDoux
41. 41
“Great people will ask you what pulled you
to them. Answering "um, you have Python"
won't get much of a response...”
“I read out loud before hitting send.
If it doesn't sound like something I'd say in
person I change it.”
HUMAN SPEAK > HR SPEAK
- Amy Miller
- Steve Levy
@AllisonAKruse #EBrandCon
43. 43
A focus group at Boston University
was shown a job posting and were
asked: “How many of you would
apply to work here?”
More than ¼ of the students in the
room raised their hands.
Next, he showed the
company’s Glassdoor page, showing
a rating below 3.0 and limited and/or
lame reviews.
Then the presenter asked
again: “Now, how many of you would
apply?”
Not a single hand went up.
44. 44
RESPONSE TRIAGE AND FEEDBACK LOOP
RECRUITERS
LEGAL
TRAINING
CUSTOMER
SERVICE
LEADERS
HR
@AllisonAKruse #EBrandCon
45. 45
ACHIEVING A POSITIVE REPUTATION
AND ATTRACTING THE RIGHT CANDIDATES
01
WE NEED TO UNDERSTAND
THAT IT IS A CANDIDATE
ECONOMY
46. 46
03
THE EMPLOYER BRANDIS
IN THE EYE OF THE
BEHOLDER
02WE NEED TO AVOID
EMPLOYER BLANDING
04WE MUST EMPOWER
OUR PEOPLE
#MEH
47. 47
05
WE NEED TO TRAIN
RECRUITERS ON EFFECTIVE
MESSAGING
06OUR ROLE IS TO HELP OUR
EMPLOYEES LOOK GOOD
07 WE NEED TO HELP EMPLOYEES
BUILD THEIR OWN BRAND AS
#PROFERSONALS
48. 48
09
WE NEED TO
CONSISTENTLY SHARE
FEEDBACK WITH
STAKEHOLDERS
08WE NEED TO LISTEN TO WHAT
PEOPLE SAY ABOUT US
10WE MUST TREAT OTHERS THE
WAY WE WISH TO BE TREATED
