employer branding presentation to viola portfolio companies december 2015
TRANSCRIPT
EMPLOYER BRANDING
How to position your company to recruit and retain the best team for you
@pamelabeckerCBC
What we will coverWhat is employer branding?
What makes you an appealing employer?
Who and what influences the employees you want?
What is your company’s story?
Who tells your story, how and where?
The employer branding toolkit: internal communications, social media, local PR, content, events, community and your current employees
@pamelabeckerCBC
Your employer brand reflects the reputation and appeal of your company as a workplace and impacts the quality and quantity of candidates for positions. @pamelabeckerCBC
Why is reputation important?
69% would not take a job with a company with a bad reputation, even if they were unemployed.
@pamelabeckerCBCStats from GlassDoor presentation The Business Case for Employer Branding
Why is reputation important?❖Most trusted resource for learning about companies:
➢ 52% family and friends
➢ 14% feedback and reviews from current and former employees (the average rank on Glassdoor is 3.3)
❖Companies with a strong employer brand spend an average of 22% less on recruitment fees
❖Employers that invested in employer branding reported 54% increase in the quality of the team pool
@pamelabeckerCBCStats from GlassDoor presentation The Business Case for Employer Branding
What makes you an appealing employer?
Why did they say yes?
Ask employees why they preferred your company over other options.
Why do they stay?
Ask employees what makes them ignore the inquiries from other companies.
Why did they say no?
When a potential employee turns down an offer find out why.
@pamelabeckerCBC
What’s your company’s
story?
@pamelabeckerCBC
and how are you telling it?
Who tells your story?
HR
Communications to applicants and employees should be on-message, branded & consistent.
R&D
Demonstrate thought leadership & brilliance in various channels...with branding.
Marketing
Direct skills and resources to address the workforce audience.
Employees
The most credible voices saying that your company is a great place to work - help them be heard.
The group shot is of the fabulous JellyBtn team - they bring a photographer to the office every 2-3 mos to make sure their shots are up to date! @pamelabeckerCBC
Who are you looking for?and what do you know about
them?
What are they looking for in an employer?
What motivates them?
What do they read?
Where do they look for professional answers?
@pamelabeckerCBC
Where do they get their professional information? Where do they “check” you?
@pamelabeckerCBC
Be heard in all the noise
Reach your target audience from a range of channels in adapted formats
@pamelabeckerCBC
Your toolkitYour tools will overlap
❖ iComm
❖ Social media
❖ Local PR
❖ Content
❖ Events
❖ Community outreach
❖ Current employees
@pamelabeckerCBC
Internal Communication
sStart your efforts at home
Event-goers purchase our fashion-forward, connected accessories to wear again-and-again
@pamelabeckerCBC
Social MediaEmployees want to work for people, not for companies
Encourage engagement on official and less-official assets
Offer branded images for SM assets to all employees
Provide policies, handles & hashtags
Match activities to network
@pamelabeckerCBC
Local PRInfluence the work force’s
influencers
@pamelabeckerCBCSee Globes article here.
ContentBy-lined posts and articles by
executives and employees
@pamelabeckerCBCSee JellyButton blog post here.
Plug for the Host
Viola-Notes is an excellent resource to generate content that
can be shared & recycled
@pamelabeckerCBCSee Viola-Note blog here.
Events Branded presence at meetups, conferences and hackathons
@pamelabeckerCBC
Communityan extension of your
company story
It’s not about whether you contribute, but how
@pamelabeckerCBC
Engaged employees are your best advocatesOffer clear handles, hashtags & policies (repeat!)
Provide branded materials to distribute for friend-brings-a-friend programs.
Encourage participation as judges, speakers and mentors at events.
Post, request shares and recycle content that features employees and execs.
Part with all employees kindly.
@pamelabeckerCBC
Source No. of CVs received
Qualified leads
Proposal rejected
Proposal accepted
Cost per new hire
Employees 25 4 1 1 4,000 NIS
Website 25 3 1 1 0
Social Media
10 5 0 1 1,000 NIS
Events 17 3 1 1 10,000 NIS
Measure & optimize
The costs and quality of results will vary per channel, time period and company
@pamelabeckerCBC
Summary
Step 1
Take stock of your current situation
Who are you looking for? What is and what is not working? What is the company story? What resources are available?
Step 2
Execute...Not everything will work (and that’s ok)
Reach audience at multiple touch points. It’s hard to predict what will work and when, so try several things in parallel.
Step 3
Measure, refine & focus and then do it again
Gage what is bringing in the best leads at what cost. Keep in mind that what works today may be dated tomorrow.
@pamelabeckerCBC
Thank youPamela [email protected]://il.linkedin.com/in/pamelabeckerhttps://twitter.com/PamelaBeckerCBC