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7 Super Successful Employer Branding SECRETSGlobal & Digital Recruitment Executive Program @marieburns | Marie Burns | April 2016 #GDRprogram

Success comes from

not fitting in. STANDING OUT,

- Don Draper

# Intro this may be a bit different.5

The average lifespan of a successful S&P 500 company was 67 years in the 1920s. Today it is 15 years. More companies need to innovate to improve these declining numbers.~Richard Foster, McKinsey & Company

An EmployerBrand is Powerfulbecause:It can make or break you. Literally.

LIKE attracts LIKE.

THE JURY SAYS:

A Strong Brand Supplies Superpowers:

1. Average CPH is decreased by 50%.

2. 25-32% less attrition YOY.

3. 87% of potential candidates are likely to interview if they hear positive feedback in network.

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RECRUITMENTMARKETING MEASUREMENTCANDIDATE EXPERIENCECULTUREWhats an Employer Brand?The reputation (or non-reputation) of an organization as an employer specific to potential candidates or internal employees. The employer brand is distinct from the business brand.

In Other Words:What people are saying about you. In case it slipped through the cracks____Recruiting & marketing joined forces.Congrats! Youre officially a marketer, too. @marieburns

# Do you know where your brand is? 8

Know Your Audience

Employer Value PropositionRecruitment Marketing Recruiting fell in with MarketingMeasurable Results

Pivot as Needed

Brand Strategy Basics

Candidate Experience

# Dont fly without wings. You can or SHOULD also create your own personal brand strategy. 9

THE HUMAN ERA Being a Human Era brand goes beyond merely saying that one is more human. It requires an authentic story delivered consistently through an inspiring experience. It requires hard work establishing organizational values and commitments that are customer driven, while also driving them toward daily leadership decision-making and employee behaviors.

NOTABLE

TRENDS

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GET THIS DATA UNDER CONTROL

OVERVIEW: the following data is from over 100,000 respondents, both EMEA and Americas, but the data is clear that the same occurs on both continents. Companies that produce these behaviors score much higher on overall experience (3.5/5.0 or higher) and also above average on all experiences (except dismissal). Their net promotion score is 2X the average when these employment branding concepts are engaged:1. Use techniques to control the potential number of applicants per requisition to control over sourcing, especially in the professional level positions (reduce applications per role). This could mean stronger job posting language to create self-deselection, and also incorporation of assessment tools.2. Have fewer steps in the application process and make it expedient / much faster to execute; time it several times and THEN take out steps. 3. Consider making your career site and subsequent microsites core to all of your activities, and make that fact known inside your business and with candidates.4. Key communications need to occur from hiring manager, not recruiter (count how many occur and increase).

DATA,

DATA,

DATA.

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7 SECRETS

NOWPRESENTING

(that work)

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MASTER PLAN @Datawire.io

Secret Execution Plan #1: Community Cultivation > Candidates > Community

- Created, from scratch, a 2652 developer/architect community in 5.5 months- Channels developed: content strategy plan after learning about our audience via Practitioner Summit, social media, developer interaction, in-house advisory roles in-house and gained major influencer support. (Budget for average month 173%/month- Constant cycle of community > hires or if they dont fit, back into the community as active members

Community Candidate

# Candidates and/or potential new employees JUST want to be treated with some TLC. Works like a charm OR susses them out because theyre not that into you.SECRET EXECUTION PLAN(s) #2: CANDIDATE EXPERIENCE: UBER INFORMATION SHARING

CANDIDATE INFORMATION GUIDECREATE PERSONALIZED VIDEOS

# SECRET EXECUTION PLAN #3: EXPERIENCE

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SECRET EXECUTION PLAN #4: BE BOLD! BOLD EXPERIENCES

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PLAN #5: #ItsanEventNotanInterview

Dear Ms. Burns,

..Ive never felt so welcome at a company and before coming to XYZ, I was intimidated to interview with any company. You made it so easy by letting us meet the team first. Regardless of the outcome, I will never forget my experience with XYZ. I hope to work with XYZ, but I am happy to now know exactly what type of people I want to work with and feel much more confident about any choices I make. Thank you for setting me up with my non-interview.

Sincerely, Candidate who joined 6/1/15

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PLAN #6: THROW THOSE COMPETITIONS CHALLENGES & A-THONS

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PLAN #7: TALK TO THEM LIKE HUMANS

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BONUS PLAN: THERES AN APP FOR THATAPPS

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Get outside your comfort zone. Keep trying until you fail (you wont)3. Globalization & Freelance workforces its time we all look around for help. KEY TAKEAWAYS.

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#ThatsaWrap

ASK ME ANYTHING!

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