recruitment marketing meets employer branding clair bush, marketing director emea, broadbean

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Employer branding…The Broadbean WayClair Bush, Marketing Director EMEA

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SOURCE: https://www.linkedin.com/pulse/how-measure-roi-employer-branding-rabi-safi

The Jobseekers Journey

View an advert in the local press

Watched video on mobile

Download Job Board App – saw your ad on mobileWatch old video content on You Tube

Visit your office for a networking session / interview

Read reviews on Glassdoor

Liked your page / clients page on Facebook

Viewed a You Tube Ad

Applied for job via mobile

Posted a comment

on your blog

Posted experience on Glassdoor, Yelp,

Hire Scores or Recruiter Review

Read something on

the blog

Phoned in to talk to a

Recruiter

Watched THAT video online

Subliminally saw your logo on a job

board

Looked on your

website

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Moments of Truth Marketing

Stimulus ZMOT FMOT SMOT UMOT

The noise…

Zero moment of truth

First moment of truth

Second moment of truth

Ultimate

moment of truth

Source: Google Squared Course 2014

Power of referral

Stage 1: Stimulus ATTRACTION

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Companies advertise jobs across an average of 7 channels• Broadbean data August 2016

A candidate will check with 14.5 sources before deciding to apply• http://badriravi.com/2013/10/15/zmot-key-to-successful-

talent-acquisition/

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Stage 2: Zero moment of truth APPLICATION

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71% of candidates begin their journey on Google • CareerBuilder Candidate Survey 2015 UK

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81% of candidates visit a company’s career site• CareerBuilder Candidate Survey 2015 UK

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58% of employers say they don’t state how long the process will take• CareerBuilder Candidate Survey 2015 UK

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Stage 3: First moment of truth INTERVIEW

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52% of companies respond to less than half of the candidates that apply• CareerBuilder Candidate Survey 2015 UK

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http://on.inc.com/2cqyw6G

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27% of candidates say an employer provided an explanation of why they didn’t get the job after interviewing• CareerBuilder Candidate Survey 2015 UK

Stage 4: Second moment of truth!GET TO WORK!

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Stage 5: Ultimate moment of truthBRAND AMBASSEDORS

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Companies who use employee referral programs have average retention rates of 46%, compared to the 33% retention rates of organizations that only use career sites.• http://theundercoverrecruiter.com/employee-referral-

program/

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• Keep it simple• Authentic value proposition• Communicate values• Know your audience• Adopt the right approach • Recognise and reward• Gather continuous feedback &

check the data• Invest in your Employer

Brand

The right way to develop your employer brand

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Thank You!Clair Bush, Marketing Director at Broadbean

clairb@broadbean.com | @ClairBush | @BroadbeanEMEA | in/ClairBushBroadbean.com