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Why a strong employer brand is vital in attracting top talent

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Why a strong employer brand is vital in attracting top talent

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Why a strong employer brand is vital in attracting top talent

  1. 1. WHYASTRONGEMPLOYERBRANDIS VITALINATTRACTINGTOPTALENT
  2. 2. THE RECRUITMENT CHALLENGE 65% of UK companies expect a skilled-candidate shortage to persist in their sectors over the next two years GLOBALLY, 57% of companies say competition for talent is their top challenge * Bullhorn, UK Recruitment Trends Before and After Brexit Part I, Aug 2016 * LinkedIn Global Recruiting Trends 2017
  3. 3. JOBSEEKERS ARE WELL-INFORMED Candidates are consulting an average of 16 sources before applying… …and only 36% apply without doing any research
  4. 4. What matters to candidates * LinkedIn Global Recruiting Trends 2017 Culture and values Perks and benefits Mission and vision 1 2 3
  5. 5. The value of a strong employer brand 80% of talent leaders say employer branding significantly impacts their ability to hire talent Employer brand: An organisation’s reputation as an employer and the value it offers to employees (rather than customers) i.e. “Why should I work for you?”
  6. 6. Employerbrand = Companygeneratedmessages + Employeegeneratedmessages
  7. 7. Developing your employer brand • What are your company values and how are they brought to life? • What information do your candidates need and want? • What’s your employee value proposition? • How will you communicate that to the outside world? • How will current employees be involved in this process? Employee Value Proposition (EVP) The unique set of benefits which an employee receives in return for the skills, capabilities and experience they bring to a company
  8. 8. Know your audience Detailed candidate personas identify who you need to reach and how: • Personality traits • Skills and capabilities • Values and goals • Location • Media preferences • Interests and behaviours
  9. 9. Get the message out Use a variety of channels and tactics to communicate your employer brand: • Careers sites and join us pages • Social channels • Blogs • Jobographics • Creative job ads • Employer brand videos • Employee generated content / employee advocacy “Employees are the most credible voices on multiple topics, including the company’s work environment, integrity, innovation and business practices.” 
  10. 10. THE RECRUITMENT CHALLENGE 86% say internal communications has the primary focus of aligning people with the organisation’s purpose and strategy  66% say internal comms is effective at creating brand advocates * Ellwood Atfield, The Changing Face of Internal Communications, 2017
  11. 11. The power of recruitment marketing UK HR managers say that recruitment marketing has: Increased the number of applications per vacancy Reduced time to fill positions Increased the quality of applicants Increased the diversity of applicants Reduced cost per hire Increasedbrand recognition Improved staff retention * Southerly Recruitment Marketing Insights report, 2016
  12. 12. Closing thoughts Companies on the Glassdoor Best Places to Work list outperform the S&P 500 by an average of 122% “Having a strong employer brand is about attracting and retaining the best talent.” * Glassdoor, 2015 * Steven Cheliotis, CEO, Centre for Brand Analysis

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