Ragan Role of Communicators in Great Places to Work Conference

Jennifer Johnston, Sr. Dir. Global Employer Branding, Salesforce

jj@salesforce.com

@jjjohnstonsf

How to Attract the Right Talent AND Build Employee Loyalty with Your Employer Brand

• Shrinking Labor Pool

• Severe Skills Shortages

• Scarcity is Real

The War for Talent – The Struggle is Real!

Talent Market Realities Impacts on Employers

• Employees in the driver’s seat

• Imperative to increase productivity

• Intense competition for talent

Employer

Branding is about

talent attraction +

employee loyalty

Employer

Branding

is all about

talent attraction

There has been a Tectonic Shift in Employer Branding

20061996 2016

Employer

Branding

does not really

exist as a function

Has your company’s

employer brand strategy

evolved?

ConsiderationCandidate Experience

AttractionEmployer Brand

Renewals

SuccessEngagement

AdoptionOnboarding

& Referrals

We Use Our Employer Brand Story Across the Full Lifecycle

Have You Heard of “The Naked Organization”?

61%of US jobseekers now

visit Glassdoor during

their search

Dining

Work

Travel

Source: Deloitte Global Human Capital Trends Study

EB 2006: Slick Careers Sites and Clever Culture Videos

92% of consumers believe recommendations

from friends and family over all forms of advertising.

Source: Nielsen

EB 2016: Build, Manage, and Engage Employees to Share

3 Core Components to Your Employer Brand Story

Meaningful

Work and The

Ability to Get

It Done

With Good

People in a

Good

Environment

And Be Fairly

Rewarded

For It

Vision

Mission

Strategy

Culture

Values

Vibe

Rewards

Learning

Growth

Core DNA

Is this

our core DNA as

envisioned by our

founders?

Authentic

What

is true about

us

today?

Unique

What

is true

of us that is uniquely

‘us’?

Simple

Is our message

simple to align

and

to remember?

Aspirational

What

do we want

to be true

of us tomorrow?

5 ?s to Ask to Craft a Compelling Employer Brand Story

Example: Salesforce Employer Brand Promise Elevator Pitch

Part 1 – Meaningful Work:

Salesforce, the Customer Success Platform and world's #1 CRM, empowers companies to connect with their customers

in a whole new way. The company was founded on three disruptive ideas — a new technology model in cloud

computing, a new pay-as-you-go business model, and a new integrated corporate philanthropy model — the 1-1-1 model

where we give 1% of our technology, 1 % of our employees’ time, and 1% of our resources back to our communities.

Part 2 – With Good People:

Our culture is based on the concept of Ohana, which means family in Hawaiian. In the #SalesforceOhana culture,

Innovation, Customer Success, and Giving Back are the core values that make our work meaningful, but just as

important as WHAT our team does together is HOW we work together, so we also value Trust, Transparency, Equality

for All, Wellness and Fun. These are the values that unite us, inspire us and make us uniquely Salesforce.

Part 3 – Rewards:

These founding principles have taken our company to great heights, including being named one of Forbes’ World’s Most

Innovative Companies 6 years in a row and one of Fortune’s 100 Best Companies to Work For eight years running. We

are also the fastest growing of the world’s top 10 enterprise software companies, and this level of growth translates into

incredible opportunities to grow your career at Salesforce.

BUILD

Your BPTW Reputation

Employer Awards Strategy

What awards would be

compelling to your target

audience?

Where do your competitors

for talent show up?

Where do you most need to

raise brand awareness?

Pull entry fields into a

sharable doc

Engage PR, Program

Owners to complete info

Add employee testimonials

to bring your story to life

Enter it in the submission

portal

Internally: Announcement

from leadership, employee

celebrations, signage, laptop

stickers, email signatures

Externally: On your

company and careers

websites, corporate social

profiles and channels,

employee click to shares

Decide which awards Craft your entries Promote your wins

Example: Our Employer Awards Strategy

Major Awards Country Awards City Awards

Fortune

100 Best Companies

LinkedIn

Top Attractors:

Where the World Wants to Work

Glassdoor US

Top 50 Employees' Choice

Fortune

100 Best Workplaces for Millennials

Fortune

50 Best Workplaces for Diversity

Canada Globe & Mail Top 100

Ireland Great Place to Work

UK Great Place to Work

Japan Great Place to Work

Australia Great Place to Work

Singapore Great Place to Work

India Great Place to Work

Bay Area Best Places to Work

Indianapolis Best Places to Work

Chicago Best Places to Work

Atlanta Best Places to Work

New York Best Places to Work

Boston Best Places to Work

Toronto Top 100 Workplaces

Internal Chatter with CTS External Blog Post

1,700 LinkedIn Share

= 308K Impressions

Example: Full Out Celebrating Our #1 GPTW Ireland Win!!!

Employee Celebrations

Employees attended the awards ceremony

and we had a full day of Wellbeing activities

to THANK EMPLOYEES

Two waves of advertising

Immediately

Irish Times online and print driving traffic

to our careers site:

427,000 daily readership

Extended Campaign

Digital ads displaying on Roadside,

Dart and Dublin airport

Print ads on LUAS

and the Irish Times

50k impression Glassdoor display

#SalesforceOhana branded t-shirts

for all employees

MANAGE

Your Reputation on Glassdoor

Analyze

Our Data

and Our

Competitors’

Monitor,

Respond to

and Request

Reviews

We Use Glassdoor in 3 Key Ways

Manage

Our Profiles

and

Feature Jobs

Use Data to Keep Culture Top of Mind with Leadership

INFLOW Companies OUTFLOW Companies

4.1 3.3 3.8

3.3 3.8

4.4 4.4

4.2 4.4

Source: LinkedIn Talent Flow Data Jan. 2015 – Jan. 2016 / Glassdoor Data as of Jan. 31, 2016

Monitor Respond Request

Drive Attraction and Renewals with a Reviews Strategy

Manage Profiles and Feature Jobs

Enhanced profiles tell our story

• Multiple countries

• Each with customized localized content

• Jobs feed of just our jobs targeted by IP

Put our jobs in front of prospects run of site

• In one quarter we earned 10M impressions,

which yielded • 70K clicks

• 2K applications

• 12 hires

• CPH = $1,250

Tell our story

alongside

reviews

Customized feed

of our relevant jobs

Source: Glassdoor Data April – June 2016

ENGAGE

Your employees as advocates

Make Sharing Easy, Fun and Safe for Employees

October 23K Shares

= 26M Impressions (avg of 1.1K

impressions per share)

We are trending at more than 1,000 uses of #SalesforceOhana per month = Half a Million Impressions!!!

Example: Organic Sharing with #SalesforceOhana

Example: #AlohaFriday

Example: 1 Million Campaigns

Define your

employer brand

story, align on it

and infuse it

across the full

lifecycle

Decide which

awards, craft

entries, promote

internally and

externally

Engage your

employees

to share your story

w/their networks –

and make if fun

and easy to do so!

Attract talent & build loyalty with your employer brand

Analyze the data,

monitor + respond

+ request reviews,

optimize your

Glassdoor profiles

Story Build Manage Engage