employer branding, candidate experience - outmatch · employer branding, candidate experience...

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

Charles Summers

Demand Generation Manager

Communicating With The Presenters

Twitter: @OutMatchHCM, #OutMatchInsights

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For the recorded version or a copy of today presentation, please email us at info@OutMatch.com or go to www.outmatch.com/webinars to find all of our recorded webinars.

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Agenda

• 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

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

Poll: How are you

showcasing your

company

strengths?

A: Company Website

B: Content

C: 3rd Party Channels

D: Other

E: Not showcasing strengths

currently

Poll: What technologies

are you currently

using?

A: Applicant Tracking Systems

B: Assessments Technology

C: Payroll/Benefits Software

D: Automated Reference

Checking

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

Drive company performance through getting and keeping great people

Predictive Technology

Most Valuable Resource

• 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

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).

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.

What Employer Branding Looks Like

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.

Corporate/Consumer Branding vs. Employer Branding

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

Step 1 – Align with the Company Brand

• What is your ideal candidate?

• How do you differentiate from

competitors?

• Organize data to define gaps

Step 2 - Focus on what is important for your ideal employee

Step 3 - Content Creation Strategy and

Distribution

• 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

Step 4 - Focus on the candidate and employee experience

• Continue employer branding throughout

the candidate experience and employee

life cycle

• Keep current employees happy

• Glassdoor Reviews

• Word of Mouth

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

Why is Candidate Experience Important?

Employers experiencing talent shortages

Unemployment Rate (as of Sept. 2017)

Between employers is high!

Competition

Can be made or broken when learning about your organization

Relationships

Is the ENTIRE application process?

How long

How to identify a problem with candidate experience

with candidates about their application?

Follow up

from candidates about their experience?

Feedback

Candidate Experience Barriers

understanding of the candidate experience

Fragmented

to actual candidate perceptions and input

Not listening

definition of perceptions and experience

Inside out

How to Fix Candidate Experience

a complete process

Design• Consistent messaging• Clear expectations• Accurate, descriptive information• Easy to follow directions• Follow up• Respect for candidate time

to current and prospective employees

Listen

Current employees:• Current Culture• Benefits• Satisfaction• Expectations VS Experience

Candidates:• Perceptions of your company• Application experience

recruitment brand and candidate experience

Prioritize

Audience Questions

Thank You!

The Turnover Scorecard: How Do You Measure Up?

October 18, 2017, 2:00pm–3:00pm EDT

Registration: outmatch.com/webinars

For Questions: info@outmatch.com

Twitter: @OutMatchHCM #OutMatchInsights

employer branding, candidate experience - outmatch · employer branding, candidate experience...

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