Employer Branding vs. Recruitment Marketing (And How to Use Them Together)
•Télécharger en tant que PPTX, PDF•
6 j'aime•1,433 vues
There’s a big difference between employer branding and recruitment marketing. They’re both a key part of building a successful hiring strategy, but many HR and talent acquisition professionals use them synonymously (or even get them confused). If you want to attract the best-fit talent for your team, it’s crucial to understand how the two concepts are unique—and how they can complement each other. In this deck, Abigail Horne, Senior Talent Acquisition Manager at Bettercloud will break down the key differences between employer branding and recruitment marketing, and how to use them together to boost your recruiting efforts.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Employer Branding vs. Recruitment Marketing (And How to Use Them Together)
Similaire à Employer Branding vs. Recruitment Marketing (And How to Use Them Together) (20)
Plus de GreenhouseSoftware
Plus de GreenhouseSoftware (20)
Dernier
Dernier (20)
Employer Branding vs. Recruitment Marketing (And How to Use Them Together)
- 1. Employer Branding vs. Recruitment Marketing (And How to Use Them Together) Wednesday, August 22, 2018 11:00 a.m. PST // 2:00 p.m. EST
- 2. Hi, I’m Jen Jen Koniuk Digital Marketing Manager Greenhouse Software
- 3. GREENHOUSE + Webinar Tips ● Ensure Adobe Flash is enabled ● Connect to audio using your computer’s speakers ● All lines will be muted to avoid background noise ● You can ask questions at any time by typing them into the Q&A ● The recording will be sent afterwards THE MUSE
- 4. GREENHOUSE + THE MUSE Today’s Speaker & Agenda Abigail Horne Senior Talent Acquisition Manager Bettercloud 1 2 Context Why this matters Employer Branding Definition & strategies 3 Recruitment Marketing Definition & strategies 4 Intersection How they work together 5 Questions Audience Q&A
- 5. GREENHOUSE + Context Recruiting is more than just looking through applications (misconception). It's about getting your company (or employer brand) out in the market with specific content (marketing), and developing partnerships (more marketing) to showcase why your Org. is unique. THE MUSE
- 6. GREENHOUSE + THE MUSE - Term commonly used to describe an employer’s reputation - Designed internally and tailored to align with employee value principles - Must be established before marketing your brand Employer Brand Definition - Employer branding helps engage passive candidates - A strong employer brand influences the attraction and retention of talent - You will generate more referrals from employees - You are in control of your organization’s public reputation Employer Brand Significance Employer Brand
- 7. GREENHOUSE + Establishing your brand THE MUSE Distribute internal surveys to receive employee feedback Define your employee value principles Communicate your values internally Create a strong candidate experience & survey candidates 1 2 3 4 5 Maintain core value principles as headcount grows
- 8. GREENHOUSE + Evolving your brand THE MUSE Listen to employees Prioritize areas of focus Evolve as needed
- 9. GREENHOUSE + What is recruitment marketing? The process of promoting your company’s employer brand externally. THE MUSE Strategies
- 10. GREENHOUSE + THE MUSE Recruitment Marketing Strategies Employee Spotlights authentically show prospective candidates what your Org is really made of. Blog Posts Careers Page Careers Page should be optimized similar to Marketing landing pages. Think about content vs. videos, navigation, layout and language. This is a perfect place to show your value propositions and guiding principles. Job Descriptions Job Descriptions should cater to the audience you’re trying to hire. A marketing person will respond differently from a developer depending on the diction and framing of the description. Be honest, transparent, and conversational.
- 11. GREENHOUSE + THE MUSE Recruitment Marketing Strategies Social Media Company Profiles Encourage your employees to spread your employer brand via social media. To achieve this: ● Send weekly newsletters with media coverage ● Create a #media-coverage Slack channel ● Request employees to write reviews on company profiles Company Profiles give you the opportunity to share your brand story through content, reviews and employee stories. The Muse helps you communicate a relevant and authentic employer brand to future candidates. Events Events give you the opportunity to make an impression on potential future candidates. Whether you’re hosting, attending, speaking or sponsoring, events are a great marketing avenue.
- 12. GREENHOUSE + Recruitment Marketing Employee Storytelling THE MUSE Strategies
- 13. GREENHOUSE + Impact THE MUSE Passive Candidates Proactive Marketing Impact Potential New Hires
- 14. GREENHOUSE + Measure ROI Is your pipeline growing? THE MUSE 1 2 3 How does each source impact your pipeline? Does your pipeline cover all potential openings?
- 15. Questions?
- 16. Thank you.
Notes de l'éditeur
- Hi everyone, thank you for joining us for our next edition of the Digging Deep webinar series. Today’s webinar is brought you by Greenhouse and The Muse.
- My name is Jen Koniuk. I’m a Digital Marketing Manager on the Greenhouse team. For those of you that don’t know, Greenhouse is much more than an ATS. Only Greenhouse delivers a robust software platform that helps you build a winning hiring culture by driving great candidate interactions at every touch point and keeping everyone on the hiring team engaged and on the same page. With Greenhouse, hiring finally becomes a strategic lever in the business, automating away administrative burden and keeping you ahead. For those interested in more information, please click‘Request a Demo’in the Resources box in your console.
- Now for the webinar! Today’s webinar will be recorded and shared via email. All attendees will be in listen-only mode and are encouraged to dial-in through computer audio. If you need dial-in information, please see the text under the slides. When questions do come up, please submit them through the Q&A box. We will get to them at the end of the webinar.
- Without further ado, I would like to introduce Abigail Horne who will be leading today’s webinar and discussing employer brand, recruitment marketing and how to use them together. Abigail thanks for joining us today! Would you like to introduce yourself to everyone. Hi, all! My name is Abigail Horne and I am the Senior Talent Acquisition Manager at BetterCloud. We’re an IT start-up based in Atlanta and New York, with a couple of resources out in San Francisco. Today, we are right around 200 folks, now next week, who knows what number we will be at. We are growing at a rapid pace, which is really, just how I like it. Before BC, I started my career in agency recruiting focusing first on business/admin type roles before getting fully immersed in the technical recruiting space. And BetterCloud was actually a client of mine—they were always one of my favorites companies to talk to candidates about (truthfully, it was an easy sell because we’re working on some pretty cool stuff), so it just made sense for me to move over to BetterCloud and help them grow as an internal resource. So, I started out doing “in the weeds” recruiting here in Atlanta, but my role has grown tremendously in the last 2.5 years. A lot of my work now is focusing on optimizing the talent acquisition structure and processes as we scale, growing the capabilities of the talent acquisition team, and continuing to build a unique employment brand and an engaging candidate experience.
- Alright, so, let’s go ahead and get into the good stuff! It’s a common misconception that recruiting is just sifting through resumes or scheduling interviews. It’s really so much more than that, especially in today’s recruiting climate – it’s a candidate’s market! So many of folks you want to hire – you know, those purple squirrels, unicorns, whatever you want to call them – those people aren’t clicking the apply button, they aren’t coming to you…you have to go get them! And you have to be strategic and aggressive about your approach, too. You need to get your company, or your employer brand, out in the market with specific content and by developing the right partnerships, to showcase why your organization is unique. So, as it relates to our topic today – employer branding and recruitment marketing are often used synonymously, but they are actually two different things. So, it’s important to understand the difference so you can utilize them in tandem to build a successful hiring strategy.
- Let’s start with Employer Brand – this is who you are, who your company is. It’s a term used to describe an employer’s reputation. It starts from within – it’s something you create internally and tailor to align with your EVP. Your brand has to come before your start marketing it out to the masses – you want to shout from the rooftops why your company is great, but you need to know exactly what it is that you are shouting, right? Probably goes without saying, but a strong employer brand will help you engage passive candidates; it will influence the attraction and retention of talent, and generate more referrals (both internally and externally). You’re in control of how your organization’s public reputation!
- So, now we know what an employer brand is, but how do you establish it in the first place? This is where I have to plug my HR counterparts here at BetterCloud; we are all part of the People & Culture team, but so much of the work they have done is why my Talent Acquisition team has something real and exciting to share in the market. We rely heavily on our own employee base to define our brand by leveraging the programs and surveys that my HR team has put into place. We poll our employees to get a read on what they are thinking and feeling – everything from the importance of diversity & inclusion to them, to work satisfaction, to, yes, even snack surveys. The information we gather truly influences the changes we make at BetterCloud, and of course, establishes who we are as a company. From those surveys and, generally speaking, just ongoing work with your internal teams, you’ll develop a strong EVP and guiding principles, and when you do, make sure to communicate them internally to hold everyone accountable. At BetterCloud we have them framed and placed all over our offices, it’s plastered on your intranet, we even have our guiding principles printed on pillows. We really keep them in the “eyeline” of everyone. It’s also something we keep as a primary focus during our interviews, too – we think it’s important to share our EVP and guiding principles with potential new hires because we want to be transparent. And transparency is valuable to provide a really great candidate experience. And that’s part of establishing a brand, too, right? Even when we don’t make an offer to a candidate, we want them to walk away feeling really positive about their experience with us, because people talk! That will only help us maintain a positive reputation in the market. Greenhouse also let’s us survey candidates that have interviewed with us so we can easily identify what we might need to work on, which is awesome. Actually, another shout out to Greenhouse, because the ability to customize our interview process ensures we are maintaining consistency and fairness across the board. We also build-in a required “will they adhere to our EVP?” question that our interviewers must answer. This is especially important as your company grows because it forces you to keep your core values at the forefront and therefore, keep them intact with every new hire you make.
- While the foundation of your brand will stay relatively the same, it's important to understand the give and take that sometimes one branding focus may be more important than another given the age/success/size of the company. Continue to poll your employees. Determine what is most important and achievable in that moment in time. Prioritize areas of focus and know that there will be likely be plenty of factors that influence your evolution.
- Now onto Recruitment Marketing. After you’ve really nailed down your brand, you need to figure out how you’re going to scream it from the rooftops, right? How will you deliver your branding message? Recruitment marketing is the process of promoting your employer brand externally. It’s everything from writing clear and engaging job descriptions, it’s creating and optimizing your career site or other research sites (like The Muse), producing interesting and engaging recruiting content, it’s constantly improving the candidate experience (remember how I said we wanted to create fans outside of BetterCloud—this can be part of your brand AND your marketing efforts), and it’s building/nurturing the right relationships out in the market.
- Blogging is a great way to put the work your team is doing out into the market. At BetterCloud, we are always looking for technical talent, so wouldn’t it make sense for us to then have our tech-savvy peers put out some compelling content that will get the attention of the right people? So, last Spring we released our first ever technology blog using Medium. A lot of the candidates we are talking to have read it, so we know at the very least, it gets our name in front of the right people. It also creates a sense of validation to our BetterClouders that everything they are working so hard on is valued not only internally, but also outside of the company. Our careers page is a big focus for BetterCloud right now -- we’re trying to determine the best way to engage with job seekers and job descriptions alone are not enough. This page should be optimized in a similar fashion to that of your Marketing pages. Is it content that gets people engaged? Is it videos? It is the ease of navigation? At BetterCloud we’ve also seen a lot of attraction to our videos, so we invest a lot in those and make sure to include them under every job description – because if the words aren’t going to hook them, that video sure will. You have to determine what works best for you and for the audience you’re trying to reach. And while on the topic of reaching the right audience, your job descriptions should all be catered to the folks you’re trying to hire. The job descriptions I have up for my Software Engineers aren’t going to read the same way my job descriptions for a Account Development Rep does. Be transparent and unique. Avoid fluff/vague language that will impede people from applying – not only is boring but it actually waters your descriptions down and will make it harder for people that ARE out there looking for roles to find your opening. Gendered language is also something to keep in mind – you want your job descriptions to appear conversational because most people perceive these to be representative to how people at your company will talk, so unbiased language is big here. There are some tools out there that will analyze your job descriptions for effective language and formatting and will also tell you if you what words or phrases in your post might attract more males or females (we’ve used Textio).
- Your talent experience is likely complex, involving many touchpoints and opportunities to influence potential candidates - before they even apply. On average, a candidate has 6 pre-apply touchpoints, and potentially dozens of post-apply touchpoints if they are accepted into the interview process. Social media is huge! This is a great example of how we have had to evolve – 10 years ago, social media probably wouldn’t have been on our radar, but now it’s EVERYWHERE. Use it to your advantage! For us, BetterCloud Monitor is a daily newsletter that goes out to thousands of subscribers and it not only showcases the media coverage we get as a company, but it is also a great source of information for the modern IT professional. Which also introduces a lot of folks to our ”BetterIT” slack channel, which has been widely successful for us (over 2400 IT professionals in one slack community). We also leverage slack to generate more conversations around diversity and inclusion with the #makestartupscolorful channel, which is a huge focus for us right now. So, I’d definitely encourage you guys to do something similar Another area we keep a close eye on is our Glassdoor page – don’t think of this as the enemy, again, use it to your advantage. Bad reviews will happen. Honestly, in my opinion, the bad ones are almost as important as the good because it 1) shows that we aren’t just forcing people to leave nothing but positive reviews, but 2) it give you the opportunity to address the negative ones in a public way. We try to respond to every review written to let them know that we hear them and they we are constantly working to provide an work experience to our people. My Talent Acquisition team also checks in with our new hires on day 31 – did we paint the right picture? How was onboarding? Oh, and by the way, if you haven’t yet, please go write a review about BetterCloud and/or your interview experience. Control what you can! Where else can you “control” your external reputation? Partnerships with companies like Greenhouse and The Muse! The Muse has been amazing at working with us to share our story through content, reviews, and employee stories. It really helps paint the picture of what it would be like to work at BetterCloud and we use it ALL the time to get or keep our candidates engaged. Events are also a phenomenal way to make an impression on potential future candidates. Whether you’re hosting, attending, sponsoring, or speaking, they are a great way to get your name out into the market and this should be an ongoing effort. Altitude is our annual conference for customers and prospects (so really, just the brightest minds in IT), which is a huge event for us every year, but we are also attending and sponsoring a lot of local events, too.
- Employee storytelling or “spotlighting” is an area that we are putting a lot of muscle behind right now. Why? Because people want to hear stories from people they understand….they want to see what someone that could potentially be their peer has to say about the company. Why is it working for them? Explaining what makes a place a great place to work doesn’t have to be so overt. In fact, I often find we’re most successful when we aren’t doing a “hard sell!” Why should I have to tell you why we are great when I have 199 co-workers that can do that for me? Candidates trust employees 3x more than employers to provide information on working at the company, so it’s more impactful coming from them anyway. So, this is a big project for me right now is adding some of these spotlights directly to my careers pages, and I’ll say our employee testimonials on The Muse has also a wonderful tool for us that showcases what it’s like here at BetterCloud. Our IG page is also employee run, so you can get a peek inside BetterCloud with a quick follow there, as well.
- There are more passive candidates now than ever before and the talent you want isn’t knocking at your door. Without proactively marketing your employer brand you’ll miss out on impacting potential future candidates (and truthfully, the ones you NEED to make an impact on). Candidates care about your careers section and employee values, so showcasing that on your internal websites and external partnership pages is beyond valuable to your hiring strategy.
- I think one of the more important takeaways with this is that the impact of your work will likely not be immediately. So, throw that idea out the window right now. Don’t expect results right away; this a long-term investment. But, if you’re like me, you’re probably wondering how you measure all of this work if you’re not going to see results right away. The best metric I’ve found to measure your ROI is evaluating your pipeline. First of all, do you have a pipeline? Do you have folks in your back pocket that could potentially fill a future need? And is that pipeline growing? Secondly, where are the best quality candidates coming from? Is it the events you sponsor? Is it your profile on The Muse? Is is people hearing about your amazing interview process and wanting a chance to get in themselves? Track that and put more muscle behind whatever source is adding to your pipeline the most. And last, are the folks in your pipeline a wide variety of skills? From a ground level, it’s great to know your team has a ton of Sales reps to call when a new sales role opens up, but from a high-level, do we also have Marketing people in line? Software Engineers? Security? Are you building a pipeline that covers as many future openings as possible? Make sure you’re being aggressive about your recruitment marketing that might speak most to the skill-sets your pipeline is deficient in.
- Alright – so I know we covered A LOT of information, but now it’s time for questions. I believe Jen will moderate those, so I’ll let her take it away.