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Transforming the world of work.
Employer Branding, Candidate Experience
And How to Gain Competitive Advantage
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Today’s Webinar Presenters
Client Engagement Manager
Stacey Smiel
2
Charles Summers
Demand Generation Manager
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Communicating With The Presenters
Twitter: @OutMatchHCM, #OutMatchInsights
GoToWebinar Questions Queue
For the recorded version or a copy of today presentation, please email us at [email protected] or go to www.outmatch.com/webinars to find all of our recorded webinars.
How to interact with us
3© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Agenda
4
• How does improving employer branding improve bottom line?
• What branding and employer branding look like
• Steps to improve employment branding
• Why candidate experience is important
• Identifying problems with your candidate experience
• How to improve your candidate experience
• Questions
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
5
Poll: Where could your
employer branding
use the most
improvement?
A: Alignment with company brand
B: Content creation and distribution
C: Candidate/employee experience
D: Targeting a specific audience of
which contains your ideal candidate
E: None of these
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
6
Poll: How are you
showcasing your
company
strengths?
A: Company Website
B: Content
C: 3rd Party Channels
D: Other
E: Not showcasing strengths
currently
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
7
Poll: What technologies
are you currently
using?
A: Applicant Tracking Systems
B: Assessments Technology
C: Payroll/Benefits Software
D: Automated Reference
Checking
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
8
Poll: Do you experience
any of these
problems?
A: Can’t agree on top hiring priorities
B: Mission is unclear
C: Struggling to adapt to a changing
environment
D: Can’t find enough qualified
candidates
E: None of these© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Drive company performance through getting and keeping great people
Predictive Technology
Most Valuable Resource
9
• These core competencies lead to advantages over the competition, resulting in things like:
• Increased Revenue
• Increase in Market ShareCompetitive Advantage
• Improved Resources Lead to improved company core competencies such as:
• Innovation
• Quality
• Flexibility
Core Competencies
• Better Employees lead to improved resources such as:
• Customer Service
• Technologies
• Sales Ability
Resources• Improve Employer
Brand/Candidate Experience
• Reduce Employee Turnover
• Find and hire the right employees using data analytics
• Employee/Leader Development
Employees© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
What Branding Looks Like
“A brand is a name, term, design, symbol, or
any other feature that identifies one seller’s
good or service as distinct from those of other
sellers” (American Marketing Association).
10© 2017 OutMatch. All rights reserved.
Branding
Branding is the process of giving a meaning to specific products by creating and shaping a brand in consumers’ minds.
Where does branding occur?
• Advertising/communications
• Design of product/product packaging
• Sponsoring and partnerships
• In-store (Pepsi branded displays)
• Attractive prices vs. prices of quality
• Visuals - logo, colors, website functionality
Goals of Branding:
The objective is to attract and retain loyal customers by delivering a product that is always aligned with what the brand promises.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
What Employer Branding Looks Like
11© 2017 OutMatch. All rights reserved.
Where does employer branding occur?
• Everywhere corporate and consumer branding
happens
• Candidate experience (Careers page, ATS,
Assessments, Interview)
• Post employment experience (Benefits,
Interactions, etc.)
• Third party channels – (Glassdoor, Job Boards,
Career Fairs, Radio, Television)
• Content
Goal of Employer Branding:
The objective is to attract more quality candidates,
increase the acceptance rate of candidates, and
retain loyal employees.The process of promoting an organization, as the employer of choice to a desired group, one which a company needs and wants to recruit
and retain.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Corporate/Consumer Branding vs. Employer Branding
12© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Improve Your Employer Brand
• Do your values align?
• What are the company goals?
• What is the culture like?
• Meet with the marketing team and other
branding specialists
• Brand Image
13
Step 1 – Align with the Company Brand
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Improve Your Employer Brand
• What is your ideal candidate?
• How do you differentiate from
competitors?
• Organize data to define gaps
14
Step 2 - Focus on what is important for your ideal employee
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Improve Your Employer Brand
15
Step 3 - Content Creation Strategy and
Distribution
© 2017 OutMatch. All rights reserved.
• Types of Content• Hiring/Benefit/Info Documents
• Infographics
• Articles (best places to work)
• eBooks
• Videos
• Audio
• Content Distribution• Job Boards
• Career Fairs
• Website
• Radio/Television
• PR Sites
• Blogs
• Social Media
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Improve Your Employer Brand
16
Step 4 - Focus on the candidate and employee experience
© 2017 OutMatch. All rights reserved.
• Continue employer branding throughout
the candidate experience and employee
life cycle
• Keep current employees happy
• Glassdoor Reviews
• Word of Mouth
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
17
Poll: What is your
biggest concern
with your
candidate
experience?
A: Qualified candidate drop off
B: Misleading Expectations
C: Losing potential customers
D: Losing repeat applicants
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Why is Candidate Experience Important?
Employers experiencing talent shortages
18
40%© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Why is Candidate Experience Important?
Unemployment Rate (as of Sept. 2017)
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4.4%© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Why is Candidate Experience Important?
Between employers is high!
20
Competition
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Why is Candidate Experience Important?
Can be made or broken when learning about your organization
21
Relationships
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EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Is the ENTIRE application process?
22
How long
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How to identify a problem with candidate experience
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
with candidates about their application?
23
Follow up
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How to identify a problem with candidate experience
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to identify a problem with candidate experience
from candidates about their experience?
24
Feedback
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EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Candidate Experience Barriers
understanding of the candidate experience
25
Fragmented
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EMPLOYER BRANDING, CANDIDATE EXPERIENCE
to actual candidate perceptions and input
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Not listening
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Candidate Experience Barriers
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
definition of perceptions and experience
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Inside out
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Candidate Experience Barriers
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Fix Candidate Experience
a complete process
28
Design• Consistent messaging• Clear expectations• Accurate, descriptive information• Easy to follow directions• Follow up• Respect for candidate time
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Fix Candidate Experience
to current and prospective employees
29
Listen
Current employees:• Current Culture• Benefits• Satisfaction• Expectations VS Experience
Candidates:• Perceptions of your company• Application experience
© 2017 OutMatch. All rights reserved.
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
How to Fix Candidate Experience
recruitment brand and candidate experience
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Prioritize
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EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Audience Questions
© 2017 OutMatch. All rights reserved.31
EMPLOYER BRANDING, CANDIDATE EXPERIENCE
Thank You!
32© 2017 OutMatch. All rights reserved.
The Turnover Scorecard: How Do You Measure Up?
October 18, 2017, 2:00pm–3:00pm EDT
Registration: outmatch.com/webinars
For Questions: [email protected]
Twitter: @OutMatchHCM #OutMatchInsights