employer branding 2.0: where do we go from here? | talent connect 2016
TRANSCRIPT
-
MY STORY IN UNDER A MINUTE
-
CONSULTING & TRAINING
-
160K+ 40K+
-
01 Employer Branding Today: How Far Weve Come
TODAYS AGENDA
02 Where Do We Still Have Room to Grow?
03 Employer Branding 2.0: Where Do We Go From Here?
-
EMPLOYER BRANDING TODAY: HOW FAR WEVE COME
01
-
WEVE COME A LONG WAY, BABY!
Employer Branding first coined in 90s
In 2003, only 61% awareness of the term within HR (and 41% outside of it)
EB roles have increased 5X in past 10 years, 2X in the past 5 years and another 50% in the past 3 years!
https://en.wikipedia.org/wiki/Employer_brandingTalent Brand Mix & Mingle event at LinkedIn Talent Connect 2016
-
CONTENT / EMPLOYEE STORYTELLING
-
WERE PEELING BACK THE CURTAINS
Embracing transparency
Sharing insights pre-apply
Can I see myself working at this company?
-
PR / Awards
Marketing / Corporate Blog
Earnings Announcements
Job Postings
Corp Social Responsibility
Company Benefits
CONTENT THEN
-
TEXT
Employee Spotlights
Employee Storytelling
Office Environment
Company Events
Company Culture
The Work Being Done
Unique Perks & Benefits
EVP / Core Values
Meet the Team
Humor / Elements of Fun Social Causes
CONTENT NOW
Customer Advocacy
-
EMPLOYEE STORYTELLING
CREATIVE / BRANDEDCAMPAIGNS
-
EXPANDING OUR HORIZONS
-
VARIED SOCIAL CHANNELS
-
BLOGGING / CONTENT MARKETING
-
ENGAGING CAREERS PAGES
-
VIDEO CONTENT
-
STREAMING / LIVE VIDEO
-
BRANDED JOB POSTINGS / LANDING PAGES
-
TWEETCHATS / PODCASTS / HANGOUTS ON AIR
-
EMBRACING TRANSPARENCY
-
EMBRACING TRANSPARENCY
-
A SEAT AT THE TABLE
-
LINKEDIN SURVEYED 4000 HR LEADERS
https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
-
https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
HR LEADERSHIP RECOGNIZES IMPORTANCE OF EB
-
https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
IF YOU HAD UNLIMITED BUDGET, WHERE WOULD YOU INVEST?
-
https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding
60% of CEOs surveyed said that Employer Brand responsibility
lies with the CEO.Harvard Business Review
(And 40% of Marketing leaders agreed.)
-
EMBRACING THE SHARING ECONOMY
-
UNCONFERENCES / FACEBOOK GROUPS / #HROS
-
WHERE DO WE STILLHAVE ROOM TO GROW?
02
-
MORE DATA-DRIVEN
-
DATA-DRIVEN EB
No more EB for EBs sake
Not just about vanity metrics
Conversion. ROI. Business Impact.
-
WHAT SHOULD WE MEASURE?
Depends on YOUR specific recruiting challenges, EB goals and business needs
Show me what you measure and Ill show you what you care about.
-
Cost per hire
Apply to submit ratio
Careers page traffic
Time to fill
Quality of applicants
Quantity of applicants
Careers page bounce rate
Quality of hire
Employee surveys
Retention rates
WAYS TO MEASURE ROI
-
WHY DO INSIGHTS MATTER?
EB should be impacting the business
You cant fix what you dont understand
Affects future budgets and resources
-
SO HOW DO WE GET THERE?
-
USE TOOLS AT YOUR DISPOSAL
Google Analytics
ATS / CRM
Social Analytics
Online Ratings / Reviews
Employee Surveys
Candidate Experience Awards
-
DEVELOP PERSONAS
Know your target audience
Speak to your target audience
Engage your target audience
-
TIE EB GOALS TO RECRUITING CHALLENGES
What are our recruiting challenges?
What do you hope to solve?
Determine EB goals based on those challenges
Benchmark, measure, adjust
-
CONVERGENCE OF EB / CORPORATE BRAND
-
Branding is a promise to your customer. Employer branding is a promise to your current and future
employees.Kathryn Minshew
@kmin
-
TWO SIDES OF THE SAME COIN
EB often operates as a side show; its time to recognize that its all one brand
EB impacts corporate brand and vice versa one hand feeds the other
Two different audiences, but great content can often work for both
-
http://universumglobal.com/insights/consumer-versus-employer-brand/
THE CONNECTION IS GROWING
-
BUT WE ARENT THERE YEThttp://universumglobal.com/insights/consumer-versus-employer-brand/
-
CANDIDATES ARE CUSTOMERS & CUSTOMERS ARE CANDIDATES
Theres a 75% overlap between Zappos customer database and their ATSStarbucks is at 85%.
Candimers and custidates
Were speaking to the same people, just in different contexts
A bad experience with your company can impact both consumer / candidate interest
https://www.icims.com/hiring-insights/for-employers/article-the-cost-of-a-bad-candidate-experience-how-to-avoid-it
-
BOTH BRANDS SUPPORT EACH OTHER
Employee spotlights & storytelling are great vehicles for boosting corporate brand
Great EB content humanizes the corporate brand
Boosting one brand automatically helps the other
-
DIRECT OVERLAP BETWEEN EB & BRAND VALUEhttp://www.millwardbrown.com/brandz/top-global-brands/2016http://https://www.linkedin.com/pulse/behind-top-attractors-how we-discovered-worlds-best-hirers-roth
-
http://www.lippincott.com/files/documents/news/Perspective_Align_Your_Consumer_and_Talent_Brand_LinkedIn.pdfALIGNED BRANDING DRIVES BUSINESS RESULTS
-
EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND
-
EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND
-
CONSUMER ADVERTISING MEETS EMPLOYER BRANDING
-
EMPLOYEE STORYTELLING BOOSTS CORPORATE BRAND
-
HOW TO DEVELOP A UNIFIED BRAND STRATEGY
Partner more closely with Marketing to develop an aligned brand strategy
Unify messaging and convey many of the same values and promises
Develop and repurpose content that works for both audiences
Use data to derive insights and show EB impact on corporate brand
-
THINK & ACT MORE LIKE MARKETERS
-
ITS TIME TO GROW AS MARKETERS
What are current trends in consumer marketing today? What does todays consumer expect?
Candidates are consumers and we must market to them as such
Time to put on our marketing hats and raise the bar
-
TRENDS IN CONSUMER MARKETING
Great content marketing
Mobile marketing
Data-driven marketing
Relationship management & brand loyalty
-
CONTENT IS (STILL) KING
Advocacy marketing & storytelling
Influencer marketing
User-generated content
Video content
-
Great content makes people want to share, care or swear.
Sarah Evans, FAVES + CO@PRSarahEvans
-
ADVOCACY MARKETING & EMPLOYEE STORYTELLING
If you want your content to be great, ask your community to participate. - Lee Odden
Share the stories of your employees the work theyre doing, their journeys, their perspectives
Humanize your brand
-
INFLUENCER MARKETING
Leverage employees who are influencers in their space (or should be)
Give them a platform to share what they know
Show future employees that theyll be working with the best and the brightest
-
ADVOCACY MARKETING / USER-GENERATED CONTENT
Let your employees, customers and candidates speak for you
Allow the voices of your fans spread their own message and boost your brand
How does this translate to EB and recruiting?
-
USER GENERATED CONTENT: VIDEO COVER LETTERS
-
VIDEO CONTENT
Video is everywhere and dominating as the content format of choice for marketers
In 2015, adults spent an average of 1 hr 16 min daily watching digital video
By 2019, video will account for 80% of online consumer traffic
http://www.slideshare.net/tuananguyen716/forecasting-digital-in-2016
-
WORLD-CLASS EMPLOYER BRANDING VIDEO
-
MAINSTREAM EB ADVERTISING (WEVE ARRIVED!)
-
MOBILE RECRUITING
90% of jobseekers use their mobile to job search
90% of Fortune 500 career sites do not yet have a mobile apply option
Pinch and zoom is not a mobile strategy
http://www.wepow.com/top-10-recruiting-stats-you-should-know-in-2016/http://www.blogging4jobs.com/social-media/5-mobile-recruiting-myths-in-2 016/#y7FVh4deqoo4b7VG.97
-
RELATIONSHIP MGMT & BRAND LOYALTY
Push for long-term relationships, not transactional, one-time experiences
Build your brand, drive loyalty and market to them appropriately
Not a fit today doesnt mean they wont be tomorrow or know someone who is
-
WHY UP OUR MARKETING GAME?
Candidates are consumers and expectations are high
To attract the very best talent, we need to market to them appropriately
Better branding leads to better results
-
ONLY 1 IN 3 EB TEAMS PARTNER WITH MARKETING
https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
-
WHY ALIGN WITH MARKETING?
Access to resources, tools, budgets
Seat at the table, not just a side show act
Expand and grow as marketers
-
HOW TO THINK & ACT MORE LIKE MARKETERS
Collaborate with Marketing, consider reporting up to CMO
Hire marketers onto EB team
Understand Marketings brand strategy and follow brand guidelines
Share strategies, editorial calendars, social channels, project management tools, etc.
-
EMPLOYER BRANDING 2.0: WHERE DO WE GO FROM HERE?
03
-
MY THOUGHTS, RECOMMENDATIONS & PREDICTIONS
-
RADICAL TRANSPARENCY
-
LESS SUNSHINE, RAINBOWS & UNICORNS
-
NO MORE EMPLOYER BLANDING"
Truly differentiated content
A goal of true transparency rather than only highlighting positives
Real insights that help candidates make informed decisions
-
THIS IS MY ACME. I AM ACME.WHATS GOOD / WHATS CHALLENGING
WHAT I LOVE / WHATS HARDFAVORITE PROJECT / TOUGHEST PROJECT
WHO WILL BE SUCCESSFUL HERE / WHO MIGHT NOT BE
TRANSPARENT BRANDING. TRULY AUTHENTIC.
-
WHY RADICAL TRANSPARENCY?
Want to attract the right people, not more people
Drives self-selection
Snapchat culture: authenticity is raw & real, not perfect & sanitized
Embrace imperfection & keep it real
-
HOW CAN WE ACHIEVE BETTER TRANSPARENCY?
Own the culture you have* and push it out (good and bad)
Meet the Team spotlights on careers page & job postings
Employee takeovers on social channels
Encourage social sharing byemployees
-
EMBRACE YOUR DIFFERENTIATORS & IMPERFECTIONS
-
LO-RES VIDEO: EMBRACING TRANSPARENCY
-
EMPLOYEE BRANDING
-
BUBBLE-UP EMPLOYEE BRANDING
Instead of top down branding, work from the bottom up
Have content bubble up from employees rather than always being pushed down by central team
Relinquish some editorial control
-
BUBBLE-UP EMPLOYEE BRANDING
EB through Personal Branding build and reshape your brand through your employees
Empower employees to become experts and influencers in their field
Encourage them to share and let their voices shape the brand
-
INNOVATORS IN EMPLOYEE BRANDING
These companies are evangelizing and amplifying their employer brand through Recruiter Branding
Training recruiters to develop and strengthen their personal brand and boost the overall employer brand
Engaging hiring teams as wellcollaborating, encouraging social sharing, telling their stories
-
Great talent isnt attracted to mediocre recruiters.
Wade Burgess, LinkedIn@WadeBurgess
-
WHY EMPLOYEE BRANDING?
Employee Branding spotlights the people behind the products & services your customers know and love
Humanizes the brand think Honey Bunches of Oats
-
https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priorityhttp://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr
VIRALITY & TRUST
Brand messages see 571% more reach when shared by employees
90% trust recommendations from people they know; only 33% trust brand messages
3X more likely to believe employees than CEOs when it comes to work culture
-
ENCOURAGES EMPLOYEE ADOPTION & ENGAGEMENT
Gives employees a personal incentive to share
No more begging and hoping employees share and engage
Gives them a WIFFM
-
REFERRAL MARKETING
Dont have a big name brand? No prob! Market to prospects in your own back yard
Employee Branding supports referral marketing - targeting people your employees already know
Each like, comment & share reaches your target audience
-
HOW DO WE GET THERE?
Get buy-in from above. Create a business case.
Give employees a forum where they can share. If you build it, they will come.
Create a branded hashtag to unify content across channels
-
TIPS FOR EMPLOYEE BRANDING SUCCESS
Train employees on social, personal branding, EB strategy
Give them tools and resources to succeed
Celebrate wins
Embrace change. Take calculated risks. Thats where the big wins happen!
-
The best way to predict the future is to create it.
- Peter Drucker