1.
Proprietary and confidential
What Great Brands Do:
Separating the Best from the Rest

2.
Proprietary and confidential
Who Are We?
W. Chris Burcham
VP of Client Services @
Transworld Advertising
Kristen Zagozdon
VP of Human Resources @
Cooper’s Hawk

3.
Employer Branding
Some Things to Remember…
● Applicants are Guests… and vice versa. Never forget that!
They notice things like old logos and typos…
● Collaborative partnerships are key to successful strategies.
● The most effective campaigns are a collaboration with
Marketing and/or Agencies to keep messaging on point.
● Translate internal speak to external friendly terms
■ Examples - “Employee” “Chilihead” “Potential Applicant”

4.
Why Does Branding Matter?
● The “big guys (and gals)” like to know that their brands are
being used consistently across the board.
● Continuity promotes familiarity with the brand.
● Ensure look and feel across the board…career site, job boards,
collateral pieces, social media, ATS etc.
● Well-branded ads stand out from others; they bring more
attention.

5.
Simple Branding
DOs & DON’Ts

6.
Do - Be Yourself
● Brand with real pictures
● Sell your brand and the
positives of being a part of it
● Talk about your culture

7.
Do Be Honest, Don’t Stretch the Truth
● Be up front about what you
can offer
● Don’t advertise pay or benefits
that you won’t be able to offer to
Team Members or Managers
● Authenticity is key, don’t set
unrealistic expectations…that
helps lead to turnover

8.
Do – Be Interesting
● Branding with guests and/
or team members
● Know your brand voice and
messaging… but don’t go
overboard!

9.
Don’t - Be Boring
● Too much text is
overwhelming…
● Too much text
makes it hard to find
the message OR get
excited about the
job opportunity

10.
Do - Be Simple
● Images
● Copy
● Call to action
● Headline
● Hook (what
makes you
special)?

11.
Don’t – Confuse People
● Mixed messages don’t work when communicating to current Team
Members… so don’t send them out to potential ones!

12.
Social Media…
In Recruiting?

13.
Using Social Media for Recruiting
● Don’t be afraid…that’ll be your biggest
setback
● If you are going to be there, be responsive
● Partner with Marketing
● Make sure your messages are both
employee- and guest-friendly

14.
Where can you be?
• Facebook – start here, no, really!
• Largest social media platform
• Become a part of your brand’s presence OR establish a separate
presence
• Twitter
• Instagram
• Others

15.
Facebook
● Promote anything and everything here…
● Paid (ad) and non-paid (wall posts & content) ways to interact
● Share stories, photos, openings and jobs

16.
Twitter
● Lots of noise, harder to break through
● Platforms like Hootsuite help post and monitor
● Companies will help you develop feeds of your jobs to boost
visibility and get your message out there
● Hashtags are critical!

17.
Why?
● Engagement is possible on social media
● Which helps to attract more interest in your job openings which
leads to…
● More applicants and ideally…
● Hires and lower turnover
● 15% increase in quality of hire for social media-sourced applicants
vs. employee referrals
PeopleMatter Institute’s 2014-2015 “How Hourly Workforces Work” Survey (Or just “PeopleMatter Institute")

18.
What Does Social Success Mean?
● Hires?
● Community / Social Presence Building?
● Do you measure ROI?
Hint - There’s not one right (or wrong) answer; it’s all about you!
Track your ad campaigns to help meaningfully judge ROI.
PeopleMatter can help you set up source tracking for your
campaigns.

19.
Quick Takeaways
“87% of job seekers are applying for jobs where they are already
a customer…”
April 2015 survey of 1,000 Hourly Jobseekers
1. Location
2. Qualifications
3. Pay
4. Benefits
5. Job Title
6. Shift
7. Job Description
8. Room for growth
Can I get there (location,) and can I apply (Qualifications)?
Top 8 Reasons for Application