Employer Branding: How To Recruit & Retain Strong Personal Brands

Employer Branding
How To Recruit & Retain Strong Personal Brands

Overview
What is Employer Branding?
Employer Brand Case Studies
Why is Employer Branding Important?
Assessing Your Employer Brand
Defining Your Message
Communicating Your Brand
Evaluating Your Message’s
Effectiveness
Personal Brands Rule the New World
of Work
Additional Resources
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What is Employer Branding?

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Employer Branding is…
It’s your reputation
the way your organization’s prospective
applicants, candidates, and employees perceive
you as an employer.
If you have employees, you have an
employer brand!
Social media and technology have
changed everything
of talent acquisition leaders say
employer brand significantly impacts
their ability to hire great talent.1
of job seekers are wary of working for
a company with a negative reputation.
- Glassdoor Survey
83%
83%
1 LinkedIn Talent Solutions, The State of Employer Branding, http://lnkd.in/stateofeb
(October 2012), 8, 13.
Define or be defined

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Employer Brand Case Studies

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Top 5 Employer Brands of 2014
According to WilsonHCG
Wilson Human Capital Group conducted a
2014 exploration into Fortune 500s and
released the Top 100 employment brand
rankings. Research was based on several
variables including:
• Career Pages
• Job Boards
• Candidate Experience
• Accolades
• Recruitment Marketing
• Corporate Social Responsibility
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Google
General Electric
Qualcomm
Walt Disney
Goldman Sachs
Wilson Human Capital Group. 2014’s Fortune 500 Top 100 Employment Brands.
Tampa: http://www.wilsonhcg.com/, 2014. Digital.

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Career Pages
Data Analysis
Totals points allotted for this variable: 13
Grading scale included:
• Career Page
• Updated jobs
• Links, company culture, etc.
• Pictures, corporate video
• Engaging info about working at
company
Scored 13 out of 13 points
• Exxon Mobil
• General Electric
• UnitedHealth Group
• Wells Fargo
• Target
• Comcast
• Google
• Coca-Cola
• Walt Disney
• Goldman Sachs Group
• Deere & Company
• Sears Holdings
• Tyson Foods
• 3M
• Travelers Cos
• Eli Lilly
• Xerox
• Kimberly-Clark
• Nucor
• General Mills
• ConAgra Foods
• Whole Foods Market
• Textron
• Air Products & Chemicals
• Mosaic
• MasterCard
• Charter Communications
• Avis Budget Group
• Visteon
• Jarden
• American Family Insurance
Group
• Symantec
• CH2M Hill
• Spectra Energy

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Job Boards
Data Analysis
Totals points allotted for this variable: 7
• On niche/ industry specific job boards
• On mainstream designated job boards
• J.P. Morgan Chase & Co
• Kroger
• Wells Fargo
• International Paper
• Danaher
• Chubb
• Marsh & McLennan
• Praxair
• Ameriprise Financial
• Sherwin Williams
• CBRE Group
• NiSource
• Kelly Services

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Candidate Experience
Data Analysis
Totals points allotted for this variable: 21. Grading
scale included:
• Reviews and ratings on Glassdoor
• CEO named to Glassdoor’s Highest Ranking
CEO List
• Reviews and Ratings on Indeed
• Percentage of Current Employees that would
recommend the company to a friend
Costco
Starbucks
Facebook
Goldman Sachs
Qualcomm

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Accolades
Data Analysis
scale included:
• Glassdoor’s Top Companies for Career
Opportunities List
• Glassdoor’s Employees’ Choice Awards
• Fortune’s They’re Hiring
• Fortune’s World’s Most Admired Companies
• Fortune’s 100 Best Companies to Work For

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Recruitment Marketing
Data Analysis
scale included:
• Engaging Job Descriptions
• Career and Company Culture Blogs
• Marketed Images and Videos on Social Media
• Career Specific Social Media Accounts
• Number of Social Media Accounts Advertised
on Website

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Corporate Social Responsibility
Data Analysis
Totals points allotted for this variable: 14.
• Corporate Social Responsibility
• Veteran Recruiting/ Responsibility
• Green Initiatives
• Diversity

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Why is Employer Branding Important?

Sec.
03Benefits include…
Improved Quality of Candidates
More Passive Candidates A strong employer
brand reduces cost per
hire by up to 50%…
50%
2 Source:
http://www.careerbuildercommunications.com/pdf/employmentbrandebook.pdf
4 Eda Gultekin, What’s the Value of Your Employment Brand?,
http://lnkd.in/valueofEB (December 1, 2011).
Fewer Costs Associated with Turnover
Fewer Costs Associated with
Recruitment
…and lowers turnover
rates by 28%.4 28%Happy, Productive Employees
Brand Advocates
A Better Bottom Line
Companies with a strong employment
brand attract at least 3.5 times more
applications per job posting than do other
companies in the same industry.
- CareerBuilder Study2
3.5x
Impact to Bottom Line

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Assessing Your Employer Brand

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Taking Inventory
Audit Content You
Already Have
Walk through recruitment process and review
content candidates can access; social media,
events, websites, print. Do the same for employee/
new hire content.
Content with context is king!
• Conduct an organic search
• Go one step further and set up a Google alert
• Search for mentions of your company on social
media sites
• Go straight to the source
• Utilize third-party reputation monitoring
Who is your target audience?
What information will you
collect?
When will you engage your
target audience?
Where and how will you
engage your target audience?
Research
How is your competition
perceived?

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What is your EVP?
Essential to defining your employer
brand message is determining your
Employee Value Proposition (EVP).
Exciting WorkX
EVP must be unique, relevant and
compelling if it is to act as a key driver
of talent attraction, engagement and
retention – which is ultimately what
your Employer Brand aims to do.
EVP defines the “give and get” of
employment agreement (the value
that employees are expected to
contribute with the value that they can
expect in return).
3 Source: The War for Talent by Michaels, Handfield-Jones, Axelrod
EVP Scorecard3
Great CompanyX
Development
Wealth & Rewards
Lifestyle
X
X
X

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Pivotal Questions to Ask
What do employees dislike
about coming to work?
What drives job seekers to
apply to your jobs?
What prevents job seekers
from applying to your jobs?
Are you offering competitive
pay?
What are your strengths as
an employer?
Your weaknesses?
How does top talent rate you
against your competitors?
What do your competitors offer
that you do not?
How could you better position
yourself as an employer of choice?
Where should you be
advertising your jobs?
What do you offer that your
competitors do not?
What do employees like about
coming to work for you?

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Communicating Your Brand

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Social Media Communication Checklist
LinkedIn: Download William
Arruda’s Course
Dedicate Time & Effort: It’s a
Marathon
Behind the Scenes VIP Tours
2-Way Conversations
Highlight Specific Jobs
Visual “Day in the Life” Content
Boost Rankings w/ More Real
Estate
Promote Internally / Externally
for Passive Seekers

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Evaluating Your Message’s Effectiveness

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If It Doesn't Get
Measured, It Doesn't
Get Done
Best tools to measure employer brands are
third-party research tools, but these can be
expensive for small companies, non-profits or
startups. Some alternate metrics that you can
monitor to better understand the impact of your
efforts include:
Key Performance Indicators
There were 15 billion
interactions on LinkedIn
in 2012.5
In-House
Online
• Your offer acceptance rate goes up
• Employee retention increases
• Internal surveys confirm your employees
are excited about your company as a place
to work
• Traffic to employee video stories goes up
• You double the number of employees with
an optimized social presence
15B
5 Source: talent.linkedin.com

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Personal Brands Rule the New World of Work

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Strong Personal
Brands vs. Top Talent
Thanks to the exponential growth in technology
and information dissemination, skills can be
taught very rapidly and for cheap.
Brands, however, take shape of over time and
are the most valuable asset one has - as your
brand is your reputation for delivering on
promises made.
U.S. Department of Labor
estimates that today’s learner will
have 10-14 jobs by the age of 38.
10-14
Is it really counterintuitive?
If you are afraid companies are going to poach
your employees, don't give them a reason.
The 21st century employees are going to build
their personal brand anyway - why not help in
the process.
What does this look like?
6 Arruda, William. Ditch. Dare. Do. Continuous Career Management: LinkedIn 9
Minutes a Day. United States: http://ditchdaredo.com/, 2012. Digital.
Experience, Inc. reports 70% of
Gen Y leave a job within first 2
years of employment.670%

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Ekaterina Walter, social media innovator at Intel
“Intrapreneur”

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PWC, Personal Branding Program
“At PwC, we are committed to developing
leaders at all levels. To do this, we’ve embraced
a fresh and distinctive leadership model called
the PwC Professional that enables our people to
develop skills that will help them
grow their careers – at PwC or beyond.”
Source: http://www.pwc.com/us/personalbrand#overview

The State of Employer Branding: lnkd.in/stateof
Why Your Employer Brand Matters: lnkd.in/playbook-EBmatters
What Passive Talent Wants: lnkd.in/playbook-PT
The Mindset Divide: lnkd.in/mindset-study
What’s the Value of Your Employment Brand?: lnkd.in/valueofEB
4 Essential Tips to Convert Your Employees to Talent Brand Ambassadors: lnkd.in/employees
Engage Your Workforce With LinkedIn: http://williamarruda.typepad.com/replay_engage_your_workfo/
WilsonHCG Employer Branding Resources: http://www.wilsonhcg.com/resources.aspx
Do Your Own Homework

Employer Branding: How To Recruit & Retain Strong Personal Brands

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Employer Branding: How To Recruit & Retain Strong Personal Brands