Enhancing the employer brand

2. Strategies for Employer Branding

3. Relevance 3

4. Employer Brand • An employer brand is defined as the perception of the organization as a great place to work by both current and potential employees. • An employer branding program includes strategies for enhanced talent attraction, engagement and retention to strengthen an organization’s employer brand. Your employer brand sets you apart from other companies competing for the same talent. • In short, it is the organization’s reputation as an employer. 4 Know more about HackerEarth’s talent assessment software

5. 5 Know more about HackerEarth’s talent assessment software

7. Why is it important? • Employer Brand differentiates from the competition • It lowers the cost to attract candidates • If not managed, others will! 7 Know more about HackerEarth’s talent assessment software

9. Brand Essentials • Insight • Focus • Differentiation • Benefits • Continuity • Consistency 9 Know more about HackerEarth’s talent assessment software

10. Get Leadership Buy-in • Get the CEO on your side • Top management buy-in • Top Brand companies involve more departments and other groups in promoting the employer brand. • Win Friends and Influence People: The More Buy-in, The Better Earning • Some Tips on HOW to get buy-in 10 Know more about HackerEarth’s talent assessment software

11. Key Sponsor of Employer Brand Total Top Brands Other Brands CEO/President 34.3% 44.5% 25.1% Non-CEO Executive Team Members 18.4% 17.7% 18.8% Human Resources Department 21.2% 18.9% 23.6% Talent Acquisition Function 7.5% 1.8% 12.6% Marketing 6.1% 4.9% 6.8% Others 12.5% 12.2% 13.2% 11 Know more about HackerEarth’s talent assessment software

12. Determine Stakeholders and Their Roles Appoint an Influencer for Your Employer Brand Program Indirect External Partner Benefit: Overcoming the HR / Marketing / Talent Acquisition Impasse 12 Know more about HackerEarth’s talent assessment software

13. 13 Use of Outside Partners When Promoting Employer Brand Total Top Brands Other Brands We manage our employer brand internally. 57.9% 51.1% 62.2% We mostly manage our employer brand internally, but also use outside partners when needed. 39.1% 44.4% 34.6% We manage our employer brand by using outside partners 3.7% 4.4% 3.2% Use partners at all (Net) 42.8% 48.8% 37.8% Know more about HackerEarth’s talent assessment software

14. Define the Strategy & Investment Employment brand strategy Preliminary questions to ask! 14 Rating of How Well Defined Employer Brand is in the Organization Total Top Brands Other Brands Net (Defined well) 49.4% 79.0% 26.5% Defined very well 13.4% 29.0% 1.5% Somewhat fairly well 36.0% 50.0% 25.0% Neutral 23.4% 17.0% 28.7% Defined very little 18.4% 3.0% 30.1% Not at all defined 8.8% 1.0% 14.7% Know more about HackerEarth’s talent assessment software

15. Get Inputs Both internal and external feedback must be taken into consideration when defining the employer brand. • Get both Positive & Not so Positive views! Internal • Employee opinion surveys • New hire surveys • Informal employee meetings • Exit interviews External • Employee reviews • CEO rating • Company rating 15 Know more about HackerEarth’s talent assessment software

16. Define the Employer Brand Developing the Employer Value Proposition (EVP): • Get buy-in from senior leadership • Solicit feedback from employees • List the 5 key ingredients that make up your employer brand • Define “Why Work for Us?” • Connect EVP with goals to attract the right audience 16 Know more about HackerEarth’s talent assessment software

17. Documented Employer Brand Strategy Total Top Brands Other Brands We have some broad guidelines we follow, but not a documented strategy 43.1% 46.3% 40.8% We have no documented strategy and manage our employer brand based on changing needs. 33.0% 21.5% 42.8% We have a clearly defined strategy that is documented. 23.9% 32.2% 16.4% 17 Know more about HackerEarth’s talent assessment software

18. Develop the Employee Value Proposition Building blocks for an authentic employer brand Empty Promises: Don’t Fail the Employer Brand 18 Know more about HackerEarth’s talent assessment software

20. Before you finalize your employer brand proposition you should ask yourselves the following questions. • Is it sufficiently aligned with the corporate and/or customer proposition? • Is it credible? • Would current employees recognize the underlying truth of the claim? • Could you provide tangible evidence to substantiate the claim? • Is it relevant and compelling? • Does it strike the right emotional chord with both your internal and external target audiences? • Does it differentiate you from your most immediate competitors? If the answer is ‘yes’ to all of the above, then you are likely to have a winning proposition. 20 Know more about HackerEarth’s talent assessment software

21. Bring It to Life with Photos and Videos Tips for Visual Branding: • Use authentic photos and videos • Make your culture shine • Empower your employees to participate Empower Employees • For companies struggling to establish their visual brand, here’s a fun activity that can help. Ask employees to take photos of what the company means to them. Most employees have phones with cameras on them. The results will be interesting, valuable and eye- opening. 21 Know more about HackerEarth’s talent assessment software

22. Top 5 Employer Branding Videos: • Apple • Ernst & Young • Google • Intel • Accenture • 90% of Internet traffic is video content. We prefer to click “play” instead of reading a story. • 50% of mobile traffic comes from viewing videos. 22 Know more about HackerEarth’s talent assessment software

23. 8 Tips for Creating a Stellar Employer Branding Video: • Define Your Objective • Define Your Audience and Channels • Segment Your Messaging • Be Authentic • Use Your Own People • Keep It Short and Focused • Use Stories to Communicate the Company’s Message • Use Visual Techniques 23 Know more about HackerEarth’s talent assessment software

24. Propagate the Message • Leverage the right channels • Multi-channel approach • Leveraging social channels to promote your employer brand • Don’t forget industry associations • Social media: be deliberate, be spontaneous 24 Know more about HackerEarth’s talent assessment software

26. Embrace Mobile and Social • Social and mobile recruiting are a must for a company’s employer brand strategy. • Over 90% use a mobile phone for recruiting • Over 90% are using social media for recruiting 26 Know more about HackerEarth’s talent assessment software

27. Most Used Social Networking Sites Total Top Brands Other Brands LinkedIn 77.9% 77.2% 78.5% Facebook 69.4% 74.6% 63.9% Twitter 51.9% 56.1% 46.5% YouTube 24.0% 27.2% 20.8% Blogs 19.8% 21.1% 18.8% Forums 17.8% 18.4% 15.3% Pinterest 5.0% 7.9% 2.8% College feed 2.7% 4.4% 1.4% Tumblr 1.2% 1.8% 0.7% Others 14.0% 12.3% 15.3% 27 Know more about HackerEarth’s talent assessment software

28. 3rd Party Validation Is Key • Industry Associations • Local Community Events • Media • Chambers of Commerce • Awards 28 Know more about HackerEarth’s talent assessment software

29. Craft a Powerful Job Description 5 Tips to Crafting a Powerful Job Description: • Don’t Try to Re-Invent the Wheel with Your Job Title • Use Relevant Keywords to Help SEO • Make Your Job Descriptions Standardized & Concise • Give Job Seekers a Full Picture of the Role • Alter the Mission Statement to Target Candidates 29 Know more about HackerEarth’s talent assessment software

30. Optimize the Candidate Application Experience • Ensure the Candidate Application Experience • Is Seamless. Candidates expect online job applications to be simple and straightforward. If you make it difficult to apply, it reflects poorly on your company • Candidates Get the Wrong Impression When • The application process feels disconnected. Application is cumbersome or hard to navigate. • Checklist to Selecting an Applicant Tracking System (ATS): • Features that allow job seekers to easily apply and share jobs • Social and mobile integration • Reporting and tracking capabilities 30 Know more about HackerEarth’s talent assessment software

31. Turn Employees into Brand Ambassadors • Ensure employees at all levels can communicate the employer brand • Communicating Employer Brand: Keep it Simple • Creating Brand Ambassadors: The Employer Brand as an Emotional Experience 31 Know more about HackerEarth’s talent assessment software

32. Top 5 Initiatives to Promote Employer Brand Internally Total Top Brands Other Brands Employee events 66.4% 80.6% 53.4% Company intranet for employees 60.7% 60.2% 61.1% Presentations by senior leaders 60.3% 69.4% 51.1% Emails 59.0% 60.2% 55.7% CEO communications 50.7% 57.1% 44.3% 32 Know more about HackerEarth’s talent assessment software

33. Build a Candidate Pipeline 33 Employees’ Role in Promoting the Employer Brand Know more about HackerEarth’s talent assessment software

34. Monitor and Measure Your Effectiveness Demonstrate value through measurement • Retention Rate • Employee Engagement • Cost Per Hire • Quality of Hires • Number of Applicants 34 Know more about HackerEarth’s talent assessment software

35. 35 Measure ROI of Employer Brand Know more about HackerEarth’s talent assessment software

36. Some Answers to Important Questions in assessing one’s Employer Brand • 1. Reputation as an employer • What is unique about your offer to good people? • Expect a decisive and research-based reply. • Your alumni? Can you name people who have left you and gone on to great success? • Expect names. All good employers should be great springboards. • What is your conversion rate of offers to acceptance? • A good answer is 75% • 2. Leadership • 3. Communications • 4. Values • 5. Employee Relations • 6. Compensation • 7. Staff Turnover 36 Know more about HackerEarth’s talent assessment software

37. Best Examples! • Career opportunities (Morgan Stanley: ‘Strides not steps’) • Personal growth (AstraZeneca: ‘Space to grow’) • Freedom (Orange: ‘Go where you want to go’) • Global reach (Baker & McKenzie: ‘Expand your horizons’) • Challenge (Army: ‘Be the best’ and P&G: ‘A new challenge every day’) • Creativity (BAE systems: ‘Platform for innovators’) • Cutting edge technology (Airbus: ‘Setting the standards’) • Inherent value (GSK: ‘Together we can make life better’) • Spirit (Diageo: ‘If we could we’d bottle it’) • Confidence (Slaughter and May: ‘Look forward in confidence’) • Intelligence (WPP: ‘Ambidextrous brains required’) • Intrigue (MI5: ‘For a life less ordinary’) • Sector appeal (Arcadia: ‘Are you cut out for fashion?’) • The total package ( JP Morgan: ‘The 360° career’) 37 Know more about HackerEarth’s talent assessment software

Enhancing the employer brand

Enhancing the employer brand

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