actionable steps to improve your employer brand
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Frequently Asked Ques0ons
Actionable Steps to Improve Your Employer Brand
Presented by Kareen Emery
December 20, 2017
Presenters
6
Sarah Kimmel VP, Research Human Capital Media Workforce, Chief Learning Officer, Talent Economy
Kareen Emery Director, Innovation & Consulting Services Monster
• Methodology • Key Findings • Detail of Research Results • Actionable steps to improve employer brand
Agenda
7
• An online survey was distributed to Workforce subscribers in HR roles at manager level and above in October 2017.
• N=473
• Organization Size:
• 58% More than 1,000 employees
• 42% Less than 1,000 employees
• Geographic Distribution of Workforce:
• 34.8% One country, one location
• 39.2% One country, multiple locations
• 9.7% Multi-national
• 16.3% Global
• Functional Area of Respondents: Majority of respondents were in HR (51.1%), while others were from Talent Acquisition (9.4%), Marketing (5%), Recruiting/Staffing Orgs (2.4%), Communications & PR (2.2%).
Methodology
2017 Workforce Employer Branding Practices survey. October 2017. 8
Research Results
9
Key Findings
10
1. If you’re just starting out or in the early stages of employer branding, you’re not alone.
2. Size of organization is not a determining factor when it comes to maturity of employer branding. Many of the organizations with mature employer branding practices are small or mid-sized organizations.
3. The challenges for beginners are different than those for mature organizations, but there are clear actionable steps to take at the beginning of the process.
4. Mature organizations share brand story across multiple platforms.
5. Mature organizations have cross-functional stakeholders for the branding message.
Employer Branding Maturity
2017 Workforce Employer Branding Practices survey. October 2017. 11
27%
35% 30%
8%
Beginners Reactive Mature Advanced
62% of organizations are beginners or reactive when it comes to branding themselves as employers.
Employer Branding Maturity Model
Beginners
Have not invested in initiatives to improve
employer brand.
Only starting to think about employer branding best
practices.
Little to no buy-in, due to little or no measurement and previous success.
Reactive
Have some programs in place.
Most programs have arisen in response to crises or identified
problems.
Have greater buy-in than beginner
organizations, but are not truly in control of
their brand.
Mature
o Have a clear branding strategy.
o Use best practices.
o Experience greater buy-in, due to
confidence in their brand story and a
more focused message and measurement.
o Vanguard
o Consistently use best practices for
employer branding.
o Experimenting to find new practices
that will improve their employer brand.
o Innovative and one step ahead of the curve, with the
highest buy-in levels.
12
Results of employer branding efforts
2017 Workforce Employer Branding Practices survey. October 2017. 13
9.6%
13.3%
21.7%
25.3%
32.5%
37.4%
56.6%
20.6%
42.2%
37.3%
35.3%
53.9%
58.8%
59.8%
Improved productivity
Improved market position
Increased employee retention
Increased referrals from employers or alumni
Improved quality of new hires
Increased employee engagement/satisfaction
Improved recruiting outcomes
Mature Beginner
Key Challenges: Beginners vs. Mature Organizations
Mature and Advanced
• Difficulty creating consistent practices across the organization (49%)
• Lack of budget (40%)
• Difficulty getting cross-department cooperation (29%)
• Lack of internal skills in branding (23%)
2017 Workforce Employer Branding Practices survey. October 2017. 14
Beginners
• Lack of internal skills in branding (49%)
• Lack of budget (47%)
• Lack of leadership buy-in (38%)
• Struggle to identify our company’s brand story (38%)
• Reactive
• Lack of budget (61%)
• Difficulty creating consistent practices across the organization (53%)
• Lack of internal skills in branding (42%)
• Lack of leadership buy-in (33%)
Platforms used to share branding materials
2017 Workforce Employer Branding Practices survey. October 2017. 15
75.3%
42.6%
79.2%
36.6%
29.7%
75.9%
49.1%
83.9%
58.9%
34.8%
Job boards
Employee review sites
Mature Beginner
Stakeholders with responsibility for brand message
2017 Workforce Employer Branding Practices survey. October 2017. 16
70.3%
44.6%
27.7%
70.6%
61.5%
36.7%
HR
Communications
PR
Mature Beginner
For the vast majority of organizations, HR is a stakeholder for the brand message. But mature branding organizations involve their PR and Communications teams as stakeholders in their brand message.
How are organizations planning to invest in branding over the next year?
17
46.7%
48.6%
61.9%
69.5%
Video production
Digital advertising
Social media placement
Employer and career websites
Actionable Steps to Improve Employer Brand
18
You are hiring PEOPLE. What makes them react? How can you engage? First, you need to understand what is happening today in the market.
THE LAY OF THE LAND
19
THE RECRUITMENT WORLD HAS CHANGED JOB SEEKER BEHAVIOR
20
THEY ARE FAST, SMART, ON THE GO
THE APPLICATION PROCESS APPLY ONLINE = ONLINE SHOPPING
21
RECRUITMENT ECOSYSTEM
PERCEPTION AND INFLUENCE
YOUR IDENTITY
22
Define who you are as an organization.
STEP 1: DEFINE WHO YOU ARE EMPLOYER VALUE PROPOSITION
“What I, the employer, will give you, my workforce, in exchange for your time, productivity and loyalty”
STEP 1: DEFINE WHO YOU ARE EMPLOYER VALUE PROPOSITION
STEP 1: DEFINE WHO YOU ARE PERCEPTION
25
How others see you
How you see yourself
=
THEIR PERCEPTION
26
Listen to what they have to say.
STEP 2: LISTEN SURVEYS
Today, organizations must understand the market perception regarding their employer
brand and also their own employee’s perception and needs in order to develop successful talent management strategies.
STEP 2: LISTEN SURVEYS
28
STEP 2: LISTEN SURVEYS
29
STEP 2: LISTEN SURVEYS
30
STEP 3: DEFINE YOUR DIFFERENCES
Your + Your -
STEP 3: DEFINE YOUR DIFFERENCES PERKS AND BENEFITS
Airbnb has a 4.6 out of 5 star rating on Kununu
gives employees an annual stipend of $2,000 to travel and stay in an Airbnb
listing anywhere in the world.
STEP 3: DEFINE YOUR DIFFERENCES PERKS AND BENEFITS
Netflix made headlines in USA in 2015 due to its parental leave policy
offers one paid year of maternity and paternity leave to new parents. They also allow parents to return part-time or full-
time and take time off as needed throughout the year
STEP 3: DEFINE YOUR DIFFERENCES VALUES
A good example of values: acceptance, integration, LGBT
friendly environment. This is a good and affordable
example of how your values can impact millennials, and of course,
candidates beyond them. Being a good corporate citizen
always pays off.
STEP 4: THINK ABOUT THE USER EXPERIENCE
Every touchpoint between your employer brand and your audience is crucial.
Every touchpoint
between your employer brand
and your audience is crucial.
STEP 4: THINK “USER EXPERIENCE” THE “HR” BRAND EXPERIENCE
A highway billboard. A job ad online.
Your career website. Your content, images, videos. What people say about you.
Your hiring process. Your onboarding process.
Your layoff process. IT.ALL.MATTERS.
STEP 4: THINK “USER EXPERIENCE” THE APPLY PROCESS
Searching online for a job. Apply to one of them.
Is it painful? How could you shorten it?
How can you avoid drop off? Have you thought about mobile apply?
STEP 4: THINK “USER EXPERIENCE” THE LOOK AND FEEL
Most Career sites are a one page with poor visual content.
Do you have strong copywriting to connect and convert?
How can you be more attractive visually? Which widgets can you use to facilitate the
experience?
STEP 4: THINK “USER EXPERIENCE” GREAT CONTENT VS. POOR CONTENT
Content is key. It will filter the right candidates by aligning your
values, your mission and your culture to the profiles that will go forward and apply.
Tech & Touch.
STEP 5: MEASURE
Your KPIs are your intel, your ammunition, your key to your next plan.
METRICS, METRICS, METRICS
2017 Workforce Employer Branding Practices survey. October 2017. 41
• If you can’t measure it, you can’t manage it.
• Mature organizations are more than twice as likely to measure the ROI of employer branding efforts.
• They’re also more likely to track every single metric we asked about.
47.6%
51.5%
51.5%
53.4%
63.1%
Time to fill per open position
Employee engagement/morale
Volume of applicants received per open position
Quality of candidate pool
Employee retention or turnover
Employer Brand Metrics Tracked by Mature Organizations)
BUILD BUY-IN FOR BRANDING WITH LEADERSHIP
• Use ROI metrics to demonstrate to senior leaders the impact of your employer brand.
• Effect on cost per hire
• Cost of hiring the wrong resource
• Turnover cost
• Gain the support of senior leaders for employer branding.
• Find ambassadors that will help you push this project.
• Measure branding success with metrics tied to organizational recruiting and retention goals.
• Better hires = better productivity = better profits.
• Communicate those successes to senior leaders.
• Make sure it stays top of mind. 42
RECAP
43
Employer Branding is:
1. A critical factor in hiring the right resources
2. A means to define yourself and see your retention strengths
3. Something you can highly influence
4. A message, a commitment, an experience.
Have fun with it, it is one of the greatest HR projects!
QUESTIONS?
44
THANK YOU
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