recruitment marketing meets employer branding clair bush, marketing director emea, broadbean
TRANSCRIPT
05/01/2023 © 2016 Broadbean
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
[email protected] | @ClairBush | @BroadbeanEMEA | in/ClairBushBroadbean.com