Embed Size (px)
DESCRIPTION
Learn about the basics of employment branding and how to create an awesome employer brand. It's more than just a marketing or even a recruitment marketing strategy. Learn about EVP or employee value propositions, budgets and how to use metrics and analytics to get buy in from leaders at your company. Hear how talent acquisition leaders from Fortune 200 companies have built some of the most recognizable employment branding strategies in the recruiting industry.
Citation preview
#BLOGGING4JOBS
#BLOGGING4JOBS
APPROVED FOR 1.0 HRCI RECERTIFICATION CREDIT
!!!!!!
!HRCI program number sent to you via
email upon program completion. !
#BLOGGING4JOBS 3
OUR SPONSOR: WHY GLASSDOOR?
48%
job seekers in US use Glassdoor when searching for jobs
Pros Good opportunity to learn a lot
Work-‐life balance can be tough Cons
Company Benefits Stock & Health “Exceptional benefits package. Great stock and health options”
Interview Questions Sales Representative “Make sure to research companies growth strategy”
Salary Software Dev Engineer 107k (1,448 Salaries)
Amazon.com
3.5k Reviews
80% Approve
Reviews 3.3 “Opportunity like nowhere else”
#BLOGGING4JOBS
FASTEST GROWING CAREER SITE
Unique Users Mobile Users Content Job Clicks
Visits
76%
23,000,000+ Unique Users Worldwide
66% 141% 84% 176%
-‐10%
0%
10%
20%
30%
40%
50%
60%
70%
Jan Feb Mar Apr May Jun
#BLOGGING4JOBS
CLIENTS ACROSS INDUSTRIES & SIZES Co
mpany Size
Tech Finance Healthcare Retail Media
+
-‐
#BLOGGING4JOBS
WHAT IS AN EMPLOYMENT BRAND?
• Your EMPLOYMENT BRAND is what people say and think about your organization as a place to work. It’s the perception of employees, job seekers, and the public.!
#BLOGGING4JOBS
WHAT IS EMPLOYMENT BRANDING?
• EMPLOYMENT BRANDING is the strategy and actions behind influencing internal and external perceptions, and amplifying EVP messages. It is a long-term strategy that can be tied to applicant quality and employee retention. !
#BLOGGING4JOBS
POLL QUESTION - #1
• What size is your organization? !– Under 250 ""– 251-2,000"– 2,001-15,000"– 15,001-50,000"– 50,001+"
#BLOGGING4JOBS
OUR PANELISTS
Jessica Miller-Merrell"@jmillermerrell"
Carrie Corbin"@thecarriecorbin"
Shannon Smedstad"@shannonsmedstad
#BLOGGING4JOBS
WHAT IS AN EMPLOYMENT BRAND?
#BLOGGING4JOBS
POLL QUESTION - #2
• Who owns your employer brand? !– The Recruiting Team"– Marketing"– Employees"– Candidates"– I Don’t Know "
#BLOGGING4JOBS
YOU DON’T OWN YOUR EMPLOYER BRAND
Only 36% of HR departments manage the employment brand!
Source: EBI 2014 Survey http://b4j.co/ebi2014survey""
#BLOGGING4JOBS
EMPLOYMENT BRAND ROAD MAP
#BLOGGING4JOBS
RESEARCHING YOUR EMPLOYMENT BRAND
• Ask Employees!• Poll Candidates!• Invest in Research Outside the Org !• Evaluate Your Marketplace !
#BLOGGING4JOBS
YOUR EMPLOYMENT BRAND UNIVERSE
#BLOGGING4JOBS
POLL QUESTION - #3
• What does your employment brand messaging say? !– Apply Here"– Run Away"– Lots of Things "– We Don’t Know Who We Are "– We Are SOOO Awesome ""
#BLOGGING4JOBS
EMPLOYMENT BRAND EXAMPLES - #TEAMAMTRAK
#BLOGGING4JOBS
EMPLOYMENT BRAND EXAMPLES - #ADOBELIFE
#BLOGGING4JOBS
EMPLOYMENT BRAND EXAMPLES - AHA
#BLOGGING4JOBS
BRAND DIFFERENTIATION
#BLOGGING4JOBS
POLL QUESTION - #4
• How do you measure brand & link to your marketing efforts? (Select More Than 1) !– Cost of Hire "– Likes/RTs/Followers"– Candidate Quality"– Not Sure"– Benchmarking "
#BLOGGING4JOBS
MEASURING
• Source !• Social Benchmark Tool !• LinkedIn’s Talent Brand Index !• Glassdoor !• Google Analytics & Trends !
#BLOGGING4JOBS
POLL QUESTION - #5
• How do you track and measure your source to hire? !– ATS Self Select"– Tracking Tags or Cookies"– We Don’t"– Excel Spreadsheet"– Pixel Tracking "
#BLOGGING4JOBS
SOCIAL BENCHMARK MONITOR
Source: www.socialrecruitmentmonitor.com/"
#BLOGGING4JOBS
GREAT TECH RESOURCES – LINKEDIN & GLASSDOOR
#BLOGGING4JOBS
GOOGLE ANALYTICS
• Source"• Bounce Rate"• Time on Page/Site"• Device Type"• Diversity "• Trends"
#BLOGGING4JOBS
GOOGLE ANALYTICS
#BLOGGING4JOBS
POLL QUESTION - #6
• How much do you spend on your employment brand efforts? !!– $1-25,000"– $26,000-100,000"– $100,001-200,000"– $200,001-500,000"– $500,00+"
#BLOGGING4JOBS
BUDGETING
#BLOGGING4JOBS
KEY TAKEAWAY
• Invest in the employer brand or be left behind. !
• Real data define real outcomes & measures as part of an overall strategy. !
• Start small and use your research to guide you. !
#BLOGGING4JOBS
QUESTIONS?
#BLOGGING4JOBS
OUR SPONSOR
#BLOGGING4JOBS
LEARN MORE ABOUT . . .
• Shannon Smedstad www.b4j.co/ssmedstad!• Carrie Corbin www.b4j.co/ccorbin!• Jessica Miller-Merrell www.b4j.co/jmillermerrell!!
Resources: EBI 2014 Survey http://b4j.co/ebi2014survey; Employment Branding Road Map http://b4j.co/mapmybrand; 6 Great Employment Brands http://b4j.co/6greatemployerbrands """ "
#BLOGGING4JOBS
APPROVED FOR 1.0 HRCI RECERTIFICATION CREDIT
!!!!
!!!
HRCI program number sent to you via email upon program completion. !
