1.
EMPLOYEE
BRANDING
When your consumer & employment brands don’t sync

2.
has become
ent branding
Employm
any talent
refront of m
the fo
egic plans
isition strat
acqu
Employment branding has pretty much been accepted as part
of the best practice cadre in the recruiting and hr field.

3.
Race has
begun

4.
Companies with a
killer consumer
brand have a leg up

5.
what do you do if you have a
great consumer brand that
doesn’t align with your
talent acquisition needs?

6.
Meet Lars Schmidt, talent acquisition
leader at National Public Radio
“
We Are
obviously very
entrenched in the
news media space but
we’re relatively
newer to the
Digital space.

7.
“When you think NPR,
most people’s first
reaction is radio,
most people’s first
reaction is not
digital.”

8.
digital
is exactly the
Type of talent
that Schmidt and
the NPR recruiting
team has trouble
ing
Find

9.
Consumer brand
is hearing the end
Result of that on air.
and
t br
ymen is the experience
mplo
E
Of that employee.

10.
The director
of talent
acquisition
for 24 Hour
Fitness has
a similar
issue.
He has been solving
issues in the company
for over a decade,

11.
24 Hour Fitness
made its name by being
open & flexible
so that workers from any
industry could work out.
BUT…

12.
the fitness company
struggles with
shedding light on
its 20,000 employees’
varied skills.

13.
we need those
same talented
professionals.
It’s the same thing in areas
like finance, accountants,
finance experts

14.
Get over the natural
hurdles
Promote employer brand
Tune up company brand

15.
Keep moving
forward
“You can have the best ideas in the
world, but if your leaders don’t
get it, and don’t see that value,
you’re not going to get very far.”

16.
What does all this mean?
Highlighting
companies mobile apps
Rapid deployment
View of behind scenes
at a media company

17.
sell
The Idea
of working
At an organization
that is really
Mission
Driven

18.
Changing
perceptions
Is not new
to 24 Hour
Fitness

19.
In the mid-2000s, the company struggled with consumer reluctance to join a
gym unless they were already in peak physical condition
A hefty endorsement of the
TV show
“The Biggest Loser”
and more-imperfectlooking club members in
advertisements helped.

20.
e, whatever
you look lik
Whatever
situation is…
your
e can help!
W
In fact, the company has had eight straight quarters of
year-over-year growth.

21.
marketing
material
gone away from
using models.
+
Talk about
experiences.
It is more
authentic.

22.
The company’s
Focus
On transparency
is moving into the
employer brand as well

23.
practices
to highlight the unique
culture
• work/life balance initiatives
• community fitness work
• military recruiting campaigns

24.
core
values
We really are
looking for people
that enjoy what
they do, not always
the stereotypical
bodybuilder.
“A lot of what
we’re doing in employment branding
is giving our employees a voice. We
showcase them, showcase their work.”
-Lance Sepera, 24 hour fitness director

25.
Want to build
out your
employer brand?
advice

26.
Commit to
telling the
great story
you already
have
1.

27.
2
2..
Recognize it
will take time

28.
3.Identify
your
differentiators

29.
Be real and
transparent
about the
ups & downs
of your
organization
4.

30.
5.Ask and
showcase
your
employees

31.
thank
you