how to build an employer brand from scratch

© Glassdoor, Inc. 2017

How to Build an Employer Brand from Scratch

Glassdoor is a registered trademark of Glassdoor Inc.


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Featured Speakers

Stacy Zapar Founder at Tenfold

@StacyZapar

Lisa Holden Employer Communications Manager

at Glassdoor @LisaAHolden

Michael Smith Senior Manager, Recruitment Marketing

at Walmart @MichaelSmithD


agenda what is an employer brand

why employer branding matters

first steps: building an employer brand

amplifying your brand message

company spotlight: Walmart

key takeaways


What Is An Employer Brand?


What Is an Employer Brand: Your Reputation

– Jeff Bezos, Founder and CEO, Amazon.com

“ Your brand is what other"

people say about you when"you’re not in the room.


What Is an Employer Brand: Culture

CEOs and HR leaders now recognize that culture drives people’s behavior, innovation, and customer service, and

82% of leaders believe company culture"gives them a competitive advantage.

(source: Deloitte 2015 Human Capital Trends)


What Is an Employer Brand: Mission & Values

Becoming Irresistible, Deloitte, February 2015


What Is an Employer Brand: Your People

Edelman Trust Barometer, 2014


Why Employer Branding Matters


Value of Your Employer Brand

Organizations that prioritize Employer Brand are: •  250% more likely to rate their overall talent acquisition

efforts as highly effective •  185% more likely to have at least a high-level talent

acquisition strategy in place •  130% more likely to see increases in employee

engagement

Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014


Strong Employer Brands Lead to More Candidates

Source: Melián-González & Bulchand-Gidumal, 2016

Impact of Positive, Neutral and Negative Employer Reviews on Image and Recruiting Ability


Strong Employer Brands Speak for Themselves

Source: Melián-González & Bulchand-Gidumal, 2016

Impact of Positive, Neutral and Negative Employer Reviews on Salary Demands by Prospective Employees


First Steps: Building an "Employer Brand


– Kathryn Minshew, @kmin

Branding is a promise to your customers. Employer branding is a promise to your

current and future employees.

“


Great employer branding peels back the curtains


So what’s your company’s story?


The first step? Build an employer brand roadmap.


1. Define recruiting challenges. Tie EB goals to them.


2. Establish benchmarks. Measure. Track. Adjust.


3. Establish team, resources, key stakeholders


4. Partner with Marketing. It’s all ONE brand.


5. Listen to your employees: surveys, interviews, Glassdoor


6. Audit existing assets. Assess. Take inventory.


7. Define core values and EVP


8. Develop personas


9. Develop your narrative and content strategy


10. Evaluate tools, technologies and training needs


Building a Strong, "Authentic Narrative


Employee storytelling is where it’s at!


Employee Storytelling

•  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

•  Employees have ~10X the social following your company has!

https://www.fastcompany.com/3044156/hit-the-ground-running/why-vocal-employees-are-a-companys-best-pr https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priority

http://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr


Video content is a must!


Mobile, mobile, mobile


Great Stories to Share

•  The Work Being Done

•  Company Culture

•  Impact / Higher Purpose

•  Office Environment

•  EVP / Core Values

•  Employee Spotlights

•  Meet the Team

•  Unique Perks & Benefits

•  Company Events

•  Social Causes


Amplifying Your Brand Messaging


“

– Smashfly corporate website

Recruitment Marketing is every tactic — content marketing, email nurturing, social recruiting,"

mobile recruiting, career site, SEO, employee referrals, talent networks, job marketing, employer branding, recruiting events,

recruiting analytics, CRM – that a talent acquisition team uses to find, attract, engage and

nurture leads in order to convert them into more qualified applicants to fill jobs now and in the future.


Social Channels


Raw, Real-time Sharing


Targeted / Retargeting Ads & Sponsored Posts


Glassdoor / Reputation Management


Transparency in Action: Own your Culture


Blogging / Content Marketing


Engaging Careers Pages / Employee Q&A


Employee Profiles / Meet the Team


Recruiting Team: Transparency in Action


Landing Pages / Branded Job Postings


Newsletters / Email Campaigns


Texting Campaigns


Live Events: Meetups, Mixers and Hackathons


company spotlight


Our challenges are somewhat unique. •  What is your brand?

•  What are your objectives?

•  Who's your demographic?

•  What are your resources?


Explores Website

Hire

Evaluates / Bonds

Offer / Weighs

Invests / Applies

Sees an ad / organic search

Don’t Hire

Define recruiting challenges.

1 Candidate Phases

1.6 M Unique Visitors / Mo.


Explores Website

Evaluates / Bonds

Offer / Weighs

Invests / Applies

Sees an ad / organic search

Don’t Hire

Define recruiting challenges.

1

1.6 M Unique Visitors / Mo.

2.3 Pages per Session

Candidate Phases


Saving people money so they can live better.

Tie EB Goals to Challenges.

1


Prioritization Grid

Impa

ct

Feasibility

Time Wasters

Big Bets

Utilities

No Brainers •  No Brainers may give you a

tactical advantage

•  Big Bets offer strategic differentiation

•  Utilities may be table stakes

•  Avoid Time Wasters

- IBM Design


Establish Benchmarks

2

Don’t Boil the Ocean ≤ 3 KPIs per tactic…

(Google “recruiting metrics ERE”)


Visualize in DOMO, Tableau, or something similar. Excel will do.


Establish Benchmarks

2

Objective = how much + by when 1.  Improve brand opinion & consideration

•  ↑10 NPS points by Q2 2.  Drive quality candidates down the application funnel

•  ↑10% by Q4


Establish Team and Stakeholders

3

Shepherding 100+ stakeholders •  Executive Leadership •  Design Influencers •  High Volume Users •  Vendor Partners •  Content Contributors •  Testers


Establish Team and Stakeholders

3

Set clear expectations up front…

1.  What are their roles? 2.  When are they required (timeline)? 3.  What kind of feedback is required? 4.  What are the risks and mitigation tactics?


Partner with Marketing

4

Partner with Marketing… and Corporate Affairs, and the UX Team,

and “Rogues”, and…


Listen to Employees 5 …and candidates.


– Sam Walton, Founder of Walmart

“ The secret of successful retailing is to give your

customers what they want.


– Bridget van Kralingen, Senior Vice President of IBM Global Business Services

“ The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.


Not this.

This.

Habanero Consulting Group

If it has to be minimal, make it delightful.


Audit Existing Assets

6

The Ugly Baby 1.  Finding job openings isn’t easy. 2.  User paths are confusing. 3.  Site doesn’t clearly articulate the employer brand. 4.  Self-help tools are lacking. 5.  Site doesn’t reflect culture, our strongest value prop.


Why Walmart We are amazing problem solvers who deliver

solutions through a juxtaposition of head and heart.

Define Core Values

7


Walmart careers Tradition.

Local. Nice.

A Calling. The Collective.

Modernity. Global. Relentless. A Calling Card. The Individual.


Key User Need

Become a part of something meaningful.


Develop Personas

8


Says What do they say, or need to say to others?

Does What do they do to accomplish their desires?

Thinks What do they think about the situation?

Feels / Values How does this person feel about their job / prospects?


Candidate Journey Phases

World Onboard Explore Weigh Invest Evaluate


Emphasizing our brand

Letting our culture shine

Putting the candidate first

Guiding our candidates to success

What Were We Solving for?


Clean. Helpful. Human.


Job search, enhanced.

Job search, enhanced.


Discover. Be Inspired. Join Us.


Week 1 Stats (March 21-27, 2017 vs. March21-27, 2016)

Pages / Session

↑ 40% Avg. Session Duration

↑ 19%

Bounce Rate

↓ 30%


Key Takeaways


Key Takeaways

Prioritize your employer brand

Get started by building a roadmap

Engage employees to become brand ambassadors

1

2

3


Stacy Zapar Founder at Tenfold

@StacyZapar

Lisa Holden Employer Communications Manager

at Glassdoor @LisaAHolden

Michael Smith Senior Manager, Recruitment Marketing

at Walmart @MichaelSmithD

how to build an employer brand from scratch

Recruiting & HR