Job Branding & SAAA Model for Corporate Recruitment by Alexander Crepin part 1

1 Day Recruitment Workshop
Job Branding
in a global talent landscape
Part 1
What is Job Branding about?
1
Alexander Crépin
recruitment strategist, coach & trainer
freelance, interim recruiting & management
Alexander Crépin AC@Recruitmentcoach.nl

1 Day Recruitment Workshop
Job Branding
1-day workshop
So take your time!
when only watching on Slideshare
2

SAAA Corporate Recruitment Model
4 phases
Attract AppointAssessStrategize
It just isn’t necessarily easy!
Recruitment is simple

Hiring
Talent
Acquisition
Attract Appoint
Selecting
Assess
On-
boarding
Strategize
Employer
Branding
Forecasting
Planning
Engaging
Talent Pool
Flex Force
Contingent Staff
“Permanent” staff

AttractStrategize
AppointAssess
Talent
Acquisition
• (Target) Talent Attracting Process
• Filling Hiring Funnel with interested (pre-qualified) Talent
• Timely & Cost Effective Candidate Supply

AttractStrategize
AppointAssess
Talent
Acquisition
Being Found & Liked
Stimulating interest
attracting attention
• to apply for job
• to sign-up for talent pool
Finding & Connecting
(Pro-) actively identifying talent
reaching out
• to meet / speak / relate / connect
• to explore career options
Attracting Target Talent
Job Branding Sourcing

AttractStrategize
AppointAssess
Talent
Acquisition
Employer
Branding
Forecasting
Planning
Engaging
Talent Pool
Job
Branding
Sourcing
A-STEP
and / or

Job Branding Part 1
• What is it?
• Why?
• What (Job Content) to Brand to attract?
JobBranding

Job Branding What?
Simple:
Developing & promoting a job posting to
attract applicants for your vacant positions
Easy?
Not necessarily in a competitive, candidate
driven, multi media talent landscape!
JobBranding

Job Branding What?
Process of
• Data driven, with human touch, EVP based,
collaborative & cost effective
• Promoting, sharing & communicating job opportunity
• Attracting attention & gaining interest of Target Talent
• Filling Hiring Funnel, converting interest in applications
& target talent relationships
JobBranding

Job Branding Why?
To be found!
• If nobody knows about your career opportunities
• If Talent search for (your) jobs & see nothing?
• Most likely … nobody will apply!
• 30% of all Google searches, about 300 million per month, are employment
related (Source: Unbridled Talent)
• Challenging in the Age of information abundance!!
• Requiring quite some attention to get the right attention
JobBranding

Job Branding Why?
To be found!
• Some 80% of job explorers research employers online
before deciding to apply!
• Not finding enough information to convince you’re
worth to work for, No application!
(study CAREEREALISM)
JobBranding

Job Branding Why?
War for Talent
Employers paradigm shift (1)
• From “buyers of labour”
• To “sellers of jobs” & career opportunities
JobBranding

Job Branding Why?
Web 2.0
• From senders of job advertisements
• To being transparent, connecting, interactive,
offering Candidate Experience to attract talent
JobBranding

Job Branding Why?
Online Talent Landscape
• From a local/national talent landscape
• To borderless, data driven recruiting, 24/7
JobBranding

Job Branding Why?
New Mobile Workforce
• From Life Time Employment
• To ongoing Recruiting, Talent attraction culture
JobBranding

Job Branding Why?
Data Driven Hiring
• From Recruiters Black-box process
• To Data Driven, Tech & Tools enabled recruiting
JobBranding

Job Branding Why?
Agile Organisations & Fluid Workforce
• From static, stable, job & employee centred
• To dynamic, digital/tech centred, more flexible,
more contingent staffed, talent (attitude) driven
JobBranding
Source CWS Staffing Summit 2015

Job Branding Why more? (1)
• Everybody explores career opportunities
(online Google/Indeed/Linkedin etc.)
• People always check career options (online)
• Only 1 change for a first, positive impression
• Candidate Driven very competitive Talent
Landscape require outsmarting competitors in presenting
career options
JobBranding

Job Branding Why more? (2)
• Illustrating your Employer Brand
• Opportunity: 63% employees not engaged at
all, not emotionally connected to company (Gallup survey)
• Almost everybody willing to listen to job / career
opportunity
JobBranding

Job Branding Candidate Experience
• Avoid having a false start!
• Offer an engaging experience
• Pre-application Candidate XP combine:
– Attractive first impression & realistic job profile
– Easy, inviting, transparent, (mobile) tech enabled,
human focussed (information) process
– Content & Transparency on Great Place to Work
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JobBranding

AttractStrategize
AppointAssess
Job
Branding
&
How are these related?
Employer
Branding

AttractStrategize
AppointAssess
Job
Branding
&
Why would Target Talent work for you?
belief that vocational, career & personal needs will be met
• Interesting company to work for, Great Place to Work
• Interesting, value adding job
Employer
Branding

AttractStrategize
AppointAssess
Employer
Branding
Job
Branding
• Prospect candidate’s appraisal of a career
opportunity is prompted by combination of:
• Awareness & Perceptions of both
Employer Brand & Job Content
• Great Employer Brand illustrated by Great Job
Branding & vice versa

AttractStrategize
AppointAssess
Job
Branding
&
Branding
Communication of characteristics, values & attributes
that clarify what an organisation or job is & is not
Branding dynamics, developing with changes in business, market developments,
employees’ wishes, external stakeholder views, regulations, trends, etc.
Branding becoming multi-disciplinary concept , bringing to life what you stand for
Employer
Branding

AttractStrategize
AppointAssess
Job
Branding
• Promoting organisation as a “Great Place to Work”
o requiring a strategic, long term oriented branding strategy
• Promoting an interesting, value adding job
o requiring a tactical, short term oriented branding strategy
Employer
Branding

AttractStrategize
AppointAssess
Employer
Branding
Job
Branding
&
Recruitment Marketing
How to showcase organisation & job/career opportunities to
Target Talent Landscape across every touchpoint
• To become an Employer of Choice (EoC)
• To get a pipeline of qualified & interested talent for your jobs,
now & future

Recruitment Marketing
Success in candidate driven, competitive market
requires professionalism
• Knowing the market (talent landscape intelligence)
• Creating the right offer, creating desire
• How you tell your story to attract Target Talent in time & cost
effectively
• Ongoing communications exchange in a way that informs &
builds a Talent Relationship
• Taking advantage of Product/Consumer Marketing expertise
JobBranding

Job Branding Integrated Branding
in a transparent world
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JobBranding
Branding
(Team)
Corporate
(Stakeholders)
Social
(Government)
Employer / Job /
Talent
(In- & External)
Product / Service
(Consumers)
Personal
(professional network)

Job Branding To Attract Talent
Far more than sending job info to market!
Remember:
• Inform to be forgotten
• Share to be found
• Tell & Show to be remembered
• Connect & Involve to be really understood & liked
• Less is more, but require more time & data to make!!
30
JobBranding

Job Branding To Attract Talent
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JobBranding
Attention Information Interest Action
Apply
or
Connect

War-for-Talent STEM-I*
• STEM-I Talent increasingly possible to find by
smart sourcing
But …..
• Notoriously difficult to gain their
interest to explore what you have
to offer (Job & Company)
* Science, Technology, Engineering, Mathematics & International
JobBranding
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War-for-Talent
JobBranding
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Job Branding Talent in Driver’s Seat
• Candidate Driven Market
• Many Hard-to-fill roles
• Top Target Talent couldn’t give a darn about
what you want as an employer!!!
• Only interested in: What is in it for me?
JobBranding
34

Job Branding Candidate Driven
Target Talent: What is in it for me?
• Why would it make sense to join you?
• What would make this career move really pay off
vocationally & personally?
• Are you really Talent Driven & motivated to match my
potential & needs with your need & ambition?
JobBranding
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What do you know about your Target Talent?
• What gets their attention?
• What gains their interest?
• What to seduce them to connect?
• What to do to explore a match of interests?
• What to make them apply?
NB Next, after What = How to Brand a Job?
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JobBranding

Job Branding Candidate Driven!
Tailor Made Job Branding Strategy!
• Target Talent Centric approach
• Understanding:
– What to offer / communicate about HM needs/specs
– How to offer / communicate to gain interest
– Where to offer / communicate to be found
– How to follow-up, convert interest in application
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JobBranding

Job Branding Intake
Preparation is Key to success
Invest in quality of intake
• Data & Analytics
• Time
• Stakeholders input
“Give me 6 hours to chop down a tree & I will spend the first 4
hours sharpening the axe” (Abraham Lincoln)
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JobBranding

Job Branding Marketing = Research
Recruitment targeted action
Advertising model for recruiting is soon to expire.…. Recruitment
marketing will be key to every organization’s process.
That means more than getting the company’s name in front of
people’s eyeballs.…….
It means building relationships with candidates, discovering
who they really are & by which content you send them
that they end up reading …..
Bill Kutik HR Technology Specialist
JobBranding

Job Branding Intake Target Talent
Understanding Offer & Target Audience
Do what top copywriters do!
• Deep-dive investigation on what, why, where, when
& what Target Audience gets in return when joining
• To develop resonating messages
• To get attention & gain interest
• Invite or even urge Target Talent to apply
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JobBranding

Job Branding 5P Process
• Profiling Job
• Profiling Target Talent, Research & Analytics
Combining 1 & 2
• Presentation of Profile
• Presence (online) of Profile
• Prospect to Applicant Conversion
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JobBranding

• Step 1 Profiling Job
• Profiling Target Talent, Research & Analytics
Combining 1 & 2 & 3
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JobBranding

Job Branding Profiling Intake
Internal sources
• Hiring Manager
• HR
• Team
• Management Team / Directors
• Employees
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JobBranding

Job Branding Profiling Intake
Intake takes time!
Depending on:
• Access to & Availability & Quality of data for
Talent (Landscape) Intelligence
• Analytic Skills + Tools
• Experience & Expertise of Hiring Team
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JobBranding

Job Branding Intake SAAA process
• Quality Input = Quality Output
(Garbage in = Garbage out)
• Intake for Input for professional
– Job Branding
– Sourcing
– Assessing/hiring
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JobBranding

AttractStrategize
AppointAssess
Talent
Acquisition
Intake &
Research
Vacancy
Job Opening
Job Requisition
Data Gathering
Job Insights

AttractStrategize
AppointAssess
Top
Performers
Draft
Profiles
Hiring Mngr
(HR) Data & Docs
Research
& Analyse
Data
Job Branding
Profile
Sourcing
Profile
and
• Promoting Job
• SEO SEM Job
• Search criteria
• References
Selection
Profile
and
• Behavioural
criteria
• Cultural fit
Intake
Talent
Acquisition

Job Branding Input Hiring Manager
JobBranding

• Vacancy: Why, What, Where & When
• Hiring Managers quite a challenge
– Poor at defining & communicating
– What skills & experience really needed
– Both on short AND mid term
• Especially in dynamic, changing business
setting
don’t understand what they really want to hire until they see it!!!
• Additional Research/Analytics
JobBranding

Job Branding Job Profile
• Not a checklist, more wish list!!!
• Most talent don’t fit ALL job specs!!
• Don’t Brand for ideal, perfect candidates!
• Don’t look for a purple squirrel
• Target Realistic
• Never forget option:
Hire for attitude & Train for skills
50
JobBranding

Job Branding Hiring manager’s input
Define clarity about profile
• “fit to profile” (majority) Specific what is needed
Job specs almost fully match talent profile
• “decide as we go along” Think to know but
understand what they really want until they see it!!!
Profile develops by meeting candidates
• “fit to talent” Open minded on available talent,
see long term, seek flexibility, growth potential/drive
(Hire for attitude & train for skills)
JobBranding

Hiring manager’s input
• 5 short term job priorities
• 3 longer term job priorities
• 3 top challenges for department / team success
• 5 success factors in job
• 3 must haves in job
• Team roles present & lacking / desired
• 4 major job specific competencies
• Major business competitors & in what respect competing
• Target companies to hunt + connectors
• 3 USP’s of job, team, company
• Etc.
52
JobBranding

5 x Why to uncover “the hook” to gain interest
• Why does this job exist?
• Why is it important?
• Why are you looking for someone NOW?
• Why can’t it wait?
• Why should someone want to have this job?
Answer: Because …..
Then ask: Please explain again to get a better understanding
JobBranding

Job Branding Intake Context Profile
Understanding Hiring Managers Needs
• KPI’s
• Context
• Main challenges
• Risks & opportunities
• Team qualities
• Hiring Manager type of person
• Current Top Performers
• Competitors for this type of jobs
• Etc.
54
JobBranding

Job Branding Intake Data & Docs
HR & Functional Data & Docs
55
JobBranding
• Exit data
(companies/jobs/reasons)
• Corporate competencies (culture)
• ESS (Employee Satisfaction
Survey) result
• Recent industry white papers
• Social media Talent Networks
• Labour market data
• Competitor job profiles
• etc
• Job description
• Used job ads
• CV’s top performers in similar
positions
• Job relevant data from HRIS/ATS/….
• Hiring / sourcing history (ATS)
• Department/Team plan /targets/
strategy
• Personas
• EVP docs
NB Data & analytics are crucial to determining what is working & what isn't

Job Branding Intake HRIS Data
Using HR/Performance Management data
• Increasing understanding of impact of employee
• What types of employees contribute the most!
• What is their career history?
• What was their source of hire?
• What was their previous & what is next career step?
Etc.
However:
Businesses are drowning in data, but starving for insights!!
No systematic way to consistently turn data into action
(Forrester Research)
56
JobBranding

Job Branding Intake Existing Profiles
HR Data Job Description / Ads archive
57
JobBranding

Job Branding Intake Top Performers
Input:
• At least 3 resume’s from top performing
employees in this type of job
employees at same level of this job
employees in same department / location
•
58
JobBranding

Job Branding Intake External Source
Understand Profile Linkedin Topics
JAVA
59
JobBranding

Job Branding Intake External Source
Understand Profile Linkedin Topics
60
JobBranding

Job Branding Intake External Research
Market Buzz on social media, forums etc.
• Listen for example on Twitter, Linkedin, Blogs
• Find out know what competitors are up to
• Find out what the industry’s buzzing about
• Find out the main topics on forums
• Put 10 minutes per week to check out the top 3
competitors to see what they’re tweeting about
• Incorporate this information in Branding & Sourcing
61
JobBranding

Your questions ?

• Step 1 Profiling Job, Intake
• Step 2 Profiling Target Talent
Research & Analytics
Combining 1 & 2 & 3
64
JobBranding

What do you know about your Target Talent?
• What gets their attention?
• What gains their interest?
• What to seduce them to connect?
• What to do to check interests match?
• What to make them apply?
NB Next, after What = How to Brand a Job?
65
JobBranding

Job Branding Target Talent Analytics
Research Target Talent internally & externally
• What are common names for your Target Talent Group ?
• What do they do now ?
• Where do they work ?
• What is their level of experience ?
• Where do they “hang out” (online/social & off-line)
• What kind of information / content do they read/like ?
• What kind of content format (video, text etc. ) do they prefer ?
• How do they search for career opportunities ?
• What do they need/aspire in their stage of life/career ?
• What are their professional & personal interests?
• What are their favourite brands & employers?
66
JobBranding

Input from Top Employees, Jobholders
Get coffee/lunch/survey for feedback & ideas
Remember:
• everything that matters to your current Top
Talent likely matters to your top Target Talent,
your hiring prospects
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JobBranding

Job Branding Top Performers
Input from Top Jobholders
• who should & shouldn’t be hired? why & why not?
• what makes this job fun & challenging?
• insider terminology that differentiates & addresses right
• get a feeling of type of person, good for team
• how did they find their current job?
• where would they currently look for job & why?
• ask their opinion on the best internet sources to search
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JobBranding

How Target Talent describe themselves on
internet/social media & in resumes?
• What is preferred Language
• What synonyms of Job Titles used
• What is mentioned & what is probably left out?
• What profile & skills terms?
• What is their typical career path development!
• Relevant organisations, associations, standards
• Schools, courses degrees, licences, certifications
69
JobBranding

Job Branding Talent Segmentation
• Differentiating Job Branding strategy based on distinct
(high volume) Talent groups
• Defining main Target Talent Groups for better
understanding of what attracts them & how
• Optimizing Target Talent Group Intelligence
• Software Developers or Sales Managers or Nurses
likely have different interests, look for work differently & prioritize things
differently, both vocationally & personally
70
JobBranding

Segmentation options:
• by specialism/profession/role (engineering, sales, finance)
• by experience level (recent grads or senior-management)
• by employee lifecycle phase (entry, mid, end career)
• by location (Amsterdam, Paris, Eindhoven, Silicon Valley)
• by background/industry (consulting or manufacturing)
• by gender (man or woman non-discrimination!!!)
71
JobBranding

Segmentation by gender
Gender differences (study)
that influence employment/employer choice
Women like:
• flexible working patterns
• a friendly working environment
• common sense, pragmatism
Men like:
• opportunity to work with thought leaders
• an organization with a culture of innovation
• a clearly defined mission
72
JobBranding

Gender specifics
Masculine-oriented words to avoid
Not appealing to women:
Active Adventurous
Aggressive Ambitious/Ambition
Analytical Assertive
Autonomous Decisive
Determined Dominant/Dominating
Independent Lead
Ninja Objective
Outspoken Rock Star
Superior
NB 2011 Journal of Personality & Social Psychology study includes a list of words that tested well with female
applicants However, many of them play to female stereotypes and may not seem empowering to women
Source Sid Lipsey on Linkedin
73
JobBranding
More appealing to women:
Commit Connect
Considerate Cooperate
Depend Honest
Interpersonal Loyal
Pleasant Polite
Responsible Support
Together Trust
Understand

Gender specifics
• Women don’t like gray, orange & brown
Women like blue, green & purple
• Men don’t like purple, orange & brown
Men like blue, green & black
• Gay / Lesbians?
• Arab, European, African?
• Millennials, Gen X, Gen Y?
NB Keep it Legal !!
Avoid language that excludes based on age, ability or other protected status
Show being an Equal Opportunity Employer
74
JobBranding

Job Branding Candidate Personas
• Semi- fictional characters created to represent
different target (talent) groups
• Fact based, realistic representation/talent profile for
a specific role, that you regularly are hiring
• Helping all stakeholders to understand what to offer
to better, more targeted attracting Target Talent
• Act as a guide as you create job branding content
NB beware of Stereotyping and/or Bad Data
75
JobBranding

• Based on actual data!!
• Not on gut feel & assumptions!!!!!!
• Research internal & external
(data mining, interviews, reading & many refinement sessions)
• Identify social profiles of typical Target Talent for
their interests & background & gain insight
• More sources
– top performing employees - industry trends, white papers
– industry competencies framework - competitor job descriptions
– professional certification/qualification standards - major stakeholders
– industry/sector white papers - labour market data providers
76
JobBranding

When to use?
• Recruiters handling many same type of job openings
• Prevent continuously inventing a wheel
• Having fact based ingredients for profiling
• Developing profiling guiding building blocks
• Profiling process easily to repeat for each (new) job
• However no copy pasting! Always check!!!
• Regularly update your profile!
77
JobBranding

Job Branding Research & Analyse
78
JobBranding
What works for one generation isn’t
necessarily going to work for another
Brands must keep up with the ever-
growing sophistication of new audiences!

79
JobBranding

Vocational certification (development) standards
80
JobBranding

Data/Service Providers / Tools
81
JobBranding

Example
82
JobBranding
Source: beamery.com

• Step 2 Profiling Target Talent, Research & Analytics
• Step 3 Presence (online) of Profile
Combining 1 & 2 & 3
83
JobBranding

Job Branding (Online) Presence
Being found!
Keyword Intelligence & SEO
• Keywords & Phrases used by Target Talent
• What terms/words/phrases are searched for?
&
• Which words & phrases relevant for profile?
NB
• Alternative job titles to describe same job
• Abbreviations for job title (HR or Human Resources)
84
JobBranding

Job Branding Keyword Research
Sources For Appropriate Keywords
• Company/branded/product terms
• Occupation-specific terms & phrases
• Location-specific terms
• Industry-specific terms, tools, software or acronyms
• Competitor Job Branding (SEO)
85
JobBranding

Job Branding Keyword Intelligence
Keyword Intelligence Job Aggregators
86
JobBranding

Job Branding Keyword Intelligence
• Google AdWords & Google Trends
to determine which keywords (job seekers) important
• SEO, optimizing job posting content
– for better search engines results, higher Page Rank
– making job postings more/better searchable
– ensuring goals matching goals of Target Talent
– figuring out need & optimizing it for keywords that bring
Target Talent looking for the same
87
JobBranding

Job Branding Keywords & SEO
SEO, Search Engine Optimization
• SEO not easy, constantly changing landscape
• Lot of search engines
• Extremely amount of content
NB. Content Marketing, delivering the kind of content your clearly-defined
audience is seeking in all the places they are searching for it, in order to attract
and retain them & ultimately, to drive them to win-win action
88
JobBranding

Job Branding SEO Challenge (1)
Key SEO aspects:
• URL
• Meta description
• Page title
“H1 title,” “H2 sub title,” headers of landing page
• Body text, semantics
• Page linking, quantity & quality (authoritative) backlinks
• Performing ongoing keyword analytics, discovery, expansion &
optimization
• Research & implement SEO tips & tricks
89
JobBranding

Job Branding SEO Challenge (2)
Length of job profile dilemma
• Provide search engine enough relevant words
throughout job posting’s content to “understand” it
But …….
• Not too long, won’t be read!
• “keyword stuffing” is not effective (mind readability &
authenticity of content)
Only use keywords where they are truly appropriate!
Write with Target Talent in mind & not SEO!!!
90
JobBranding

Job Branding Job Search Research
Job Search behaviour
Insight in how Target Talent search
• Talent do their due diligence before ever deciding
whether to apply
• Requiring strong presence on channels they use when
exploring career opportunities
• About 18 different sources are used
• Call to action, visitor experience crucial!!!
(source: CareerBuilder)
91
JobBranding

More Job Search behaviour
• 65% of workers turn to their personal & professional
networks for company referrals & recommendations
• 62% looked for opportunities on online job boards
• 61% checked “social professional networks”
• Only 54% visited company websites
• Just 31% used search engines
(Source: LinkedIn 2015 Talent Trends report, 1,600 professionals in U.S. & Canada)
JobBranding
92

Job Branding Target Talent Profile
Now
• you know more about your Target Talent
• You know about SEO requirements
Next
• what will make them consider working for
you?
• Drafting an attractive, SEO proof profile
93
JobBranding

• Step 2 Profiling Target Talent, Research & Analytics
• Step 4 Presentation of Profile
94
JobBranding

Job Branding Presentation of Profile
Presenting Job Opportunity Attractively
• Hiring Manager’s need
• Company’s EVP and Look & Feel
• Attracting Target Talent audience
– Getting attention
– Informing prospect talent
– Generating interest
– Calling to action, to apply
95
JobBranding
Attention Information
Interest Application

Job Branding What to Offer?
Why working for you?
In general many reasons:
• Obvious factors (pay, terms & conditions & perks)
• Usually not main differentiators to generate interest
• Your job posting Talent X-factor (see also EVP)
• Usually sum of various details making work for you
interesting & fun
96
JobBranding

Job Branding Reasons to be interested
Why joining a company - Research
97
JobBranding
Source: Bersin by Deloitte

98
JobBranding
Source: Linkedin

99
JobBranding

• 88% prefer collaborative work-culture rather than competitive one
• 88% want “work-life integration”
• 74% want flexible work schedules
• 64% priority for them is to make the world a better place
• Millennial workers will change jobs every 3-4 years!!
• 70% hear about new job opportunities from friends & Job Boards
100
JobBranding

101
JobBranding

102
JobBranding
Source: Pierpoint

Job Branding Reasons career switch
Younger generations want advancement & challenge
while older generations prefer the same industry
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JobBranding
Good career opportunity
gives 30% non-monetary,
Job SIGS increase
- job stretch (literally a
bigger job)
- Impact (making difference
in company success)
- job growth (ability to do,
learn & become more,
faster than candidate can
in current job).
- job satisfaction (more
work the candidate likes
to do)

Job Branding What to offer?
Providing DICAMP
• Destination, challenging, aspirational, ambitious step
• Impact, playing a role in mutual road to success
• Collaboration, team spirit, supportive culture
• Autonomy, space to excel & tools & support to do so
• Mastery, giving means to grow & master (new) skills
• Purpose, meaning, making world a better place
104
JobBranding

Job Branding Job X-factor
Your Talent X-factor puzzle to set you apart!
• Job content, challenges
• Growth opportunities
• Sum of various (small) details making work for you fun
• Job presentation
• Company Brand
• Company Employer Brand / Company Culture
• Industry / sector
• Manager
• Team
• Company location/working environment
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JobBranding

Job Branding BYOP X-factor
Offer BYOP
• Building Your Own Position
• Target Top, in demand Talent
• Life Time Talent Relationship
• Career life span of 40-50 years
• About 20-30% exclusively employed, but no
consecutive assignments required
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JobBranding

Job Branding BYOP X-factor
BYOP
• Regularly jointly explore how & when to collaborate,
to start a period of employment
• Top Talent adding value in achieving goals /
ambitions
• Company adding value to vocational / professional
& personal needs of career/life stage of Top Talent
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JobBranding

Job Branding Why career switch?
Provide reasons
directly on your
career site
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JobBranding

Job Branding Why career switch?
Example
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JobBranding

Job Branding Too much for you ….
JobBranding
Working at a professional
level = data driven
You need Tech & Tools
Manually too much time
& usually not very exciting
However Quality Input =
Quality Output

Job Branding Presentation of Profile
B. How to offer?
How ensure job postings generate prospect
employees cost efficient & in time
• Getting attention
• Informing prospect talent
• Generating interest
• Call to action, inspire to apply
113
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Job Branding Attractive Job Posting
Job profile basis for success
• Time Talent review job post: less than 30 seconds
• 75% of job seekers: look & feel of a job posting
influences their decision to apply for a role!!
• Majority Prospect traffic goes directly to job profile pages
of corporate career site
• So invest in Attractive Job Profile!!
114
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• Not 1 size fits all!
• Candidate-centric, tailored job postings
• Talent focussed not demand, specs based
– Right format
– Right tone, right language/wording
– Right look & feel
– Right offer
– Explaining what’s in for prospect employees
– Right additional information linking
– Etc.
• Creating a job advert is no more about sharing your job specs
JobBranding
115

• What is right?
– How do you know what right is?
– You probably don’t!
“Half the money I spend on advertising is wasted; the
trouble is I don't know which half” (John Wanamaker)
• Optimizing Branding efforts by
– Using your research & analytics to Target Talent
– Using your recruitment data & metrics
– Learning from (Consumer) Marketing how to use data to target
JobBranding
116

• What we do know! (1)
• Less = More to create attention, curiosity & interest
– No shopping list of Hiring Manager wishes
– Not a complete skills list = not an appealing pitch
– Lists don’t work on mobile!
– Focus on not self-evident skills / requirements
– Important: (Non) Transferrable / (Non) Trainable skills
( + Hire for Attitude & Train for skills! )
JobBranding
117

• What we do know! (2)
• Realism (Don’t look for a purple squirrel)
• Consistency with realities of organisation & EVP
(Employer Value Proposition)
• Not using common job description clichés
• Multi media format (text, photo, video, design/layout etc. )
• Trust by employee job ambassadors as references
(authentically illustrating your Great Place to Work)
JobBranding
118

Forget text-heavy HR job descriptions
• don’t engage & compel top target talent
• don’t invite to apply
• From Demand-centric job descriptions
• To Candidate-centric job profiles
119
JobBranding

Job Branding Attention Economy
Priority 1 winning Battle for Attention
• Digital technologies transformed how we act online
• People prioritise impressions real time & learn to
filter what is relevant
• Human attention span is matter of seconds
• Target Talent attention scarce, valuable commodity
• Data, Tech & Creative driven Battle for Attention
120
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Attention

High Cost of a Bad First Impression
• Disconnection, no interest phase blocked
• No positive mindset for brand
• No referrals, forwards etc.
• Higher Cost to change Bad First Impression
• More effort required in attracting Target Talent
121
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Attention

Attention economy key elements
to appear on the radar of Target Talent
• Immediacy priority access, immediate delivery
• Personalization tailored just for you
• Findability When millions of everything requesting attention being
found is very valuable
• Authenticity ensuring credibility & trust
• Accessibility wherever, whenever, however
• Interpretation support and guidance
• Patronage “doing simply because it feels good"
(source: wikipedia.org/wiki/Attention_economy)
122
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Attention

Job Branding Profiling for Attention
Getting Attention by
• Amazing first impression (only 1 chance, ± 10 seconds)
• Exciting, eye-catching headline, job title & (search)
keywords
• Lead paragraph expanding on headline & invite to
read more
• Include bullets & headlines making it easier to read
• Specific (not generic!!), compelling, relevant, informative
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Attention

Job Branding Eye catching title
Job Profile Intro/Headers Tips
• Addressing target audience
• Clear & concise
• Specific title, not too vague
• Unique, but top of mind
• Easily understood
• Creating curiosity
• Professional, no buzz
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• Only standard abbreviations
• Qualifying information
• Avoid spam language
• Correct spelling
• SEO top keyword(s)
• Adding urgency
Attention

Job Branding Profiling for Attention
Getting Attention by
• Invest in design / lay-out, for professional image
• Visuals (picture says more than …..), photos, videos
• Compelling colours & letter type
• Responsive / multi device format rendered career Pages!
125
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Attention

Job Branding Mobile Proof!
Mobile friendly is key
Common reasons not being mobile friendly:
• Text is too small to read
• Too much text
• Content is wider than the screen
• Viewport is configured for a desktop only
• Slow due to blocking script resources
• Many tools to test if your website is really mobile friendly!!
126
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Attention

Job Branding Eye Catching Profiles
127
JobBranding
Attention

Job Branding Eye Catching Colours
• Colourful information affects decision-making
• Right colours can support your message
• Colours can change mood of viewers, your target
talent
• No colour scheme is ideal or universal
• No best palette for a specific social or cultural group
• Challenge: using colours that will support your job
branding & use corporate brand colours
128
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Attention

Job Branding Eye Catching Colours
• Women don’t like grey, orange & brown
Women like blue, green & purple
• Men don’t like purple, orange & brown
Men like blue, green & black
So what to do to attract women instead of men?
129
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Attention

Job Branding Attention & Colours
130
JobBranding
Attention

Job Branding Brands & Colours
131
JobBranding
Attention

Job Branding Profiling to inform
Information about job, company & team
• Deciding to make a career switch requires info!
• Savvy candidates evaluate you & be researching you!
• Simple as that!
• Company websites top source for candidates
– Make your website strong tool for engaging talent
– Make sure profiles & posts are up-to-date
– Offer information (for few seconds view) that triggers to
explore what job opportunity is about
132
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Information

• Why is the job open? If a good reason share it!
• Clear, simple & appealing understanding of
o major challenges
o what candidate brings to achieve success (experience, skills, ambition)
o who you are, some company facts: products, employees, location(s)
o company culture
o manager & team
o required lifestyle: need & frequency to travel, home working options
• Offer easy interaction, options to get in touch easily for more
information
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Information

• Differentiating from competing employers
– High quality posting in all respects (device friendly, printable
docs, lay-out, colours, font, photo, video, links, etc.)
– Transparency in sharing information about company & jobs
• Short Storytelling, (additional) compact &
compelling (pics/video!)
134
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Information

Visual presentation of Information
• Visual content a rising trend, most people
respond better to visual communication!
• Visual content more (social) shared than text!
• Video Short Storytelling
• Video Job (illustrated) Postings
135
JobBranding
Information

Job Branding
Short Time out
Prepare for
Next Part:
Gaining Interest
136
JobBranding

Job Branding Profiling Challenge (3A)
Generate & Gain Interest by
• Ensuring focus on Talent (not on Hiring Managers need!)
• Using Target Talent insight to engage & to follow-up
candidate journey to apply
• Establish relevance in minds of Target Talent
• To the point info for clarity about who would qualify!
137
JobBranding
Interest

• WoW Candidate Experience
– surprise, be memorable
– smooth process
– smartly combining tailored text, images, video, photo
– showing quality, commitment to inform Target Talent
– using clear, simple language
138
JobBranding
Interest

• Not trying to offer all information, trigger interest to learn
more, ask to get more info!
• Being not too narrow, excluding Talent with good fit
• Giving positive reason(s) to consider a career move
• No jargon, No insiders talk
• No clichés
139
JobBranding
Interest

Job Branding Profiling for Interest
Generating Interest by
• Being an EoC, a Employer of Choice*
• Being Followed / connected in (social) networks
• Being a Cool Brand Cool products, services, image
* Vast majority of employers have no real branded employer brand at all!
Target Talent don’t hold a positive or negative opinion of them
In fact, if they have one at all, it’s the result of fragmented & often inaccurate data
from ads, colleagues, friends & the media (Source: JobBoardDoctor)
140
JobBranding
Interest

Job Branding X-factor for interest
Your Talent X-factor
combination of USP’s that sets you apart!
• Job content, challenges
• Growth opportunities
• Benefits & Perks
• Job presentation
• Company Brand
• Company Employer Brand / Company Culture
• Industry / sector
• Manager
• Company location/working environment
• Team
• Sum of various smaller details making work for you fun
141
JobBranding
Interest

Job Branding Call to Action
142
JobBranding

AttractStrategize
AppointAssess
Talent
Acquisition
Employer
Branding
Job
Branding
Campus &
College
Referrals
Job Seekers
Forecasting
Planning
Engaging
Talent Pool
Attention
Information
Interest
Call to
Action
Applicants
Awareness

• Converting prospect talent
– into applicant
– into member of talent pool and/or
– follower of company and/or
– subscribing for job alerts
• Inviting, inspiring & enabling to share job
opportunity in (social) network
144
JobBranding

War for Talent
• Candidate Driven Market
• Increasing awareness of competitive landscape
• Opportunities everywhere
• Fast, easy & professional application process
– Too much hassle to apply
=
– Risking prospect employees won’t apply!
145
JobBranding

Connecting and/or Applying
• Call to action, encourage easy to “Click” & Connect
• Give a reason to apply NOW
• Quick response or easy apply mechanism, like social media
(Linkedin) profile by 1 click
• Social network/media follow options by 1 click
• Easy access to (additional) info about job, company, team etc.
• Human contact option, name, picture
• Properly working links to career site, docs, whitepapers
146
JobBranding

Increasing chances of conversion success
• Size
• Colour
• Wording
• Contrast with the rest of the page
• Position
• Urgency
• Smile
• Multiple options to communicate contact details or apply
147
JobBranding

Connect and/or Apply examples
• Apply
• Start video interview right now
• Schedule an interview with a recruiter
• Do the Talent Quiz
• Keep in Touch Join our talent community
• Follow-us
• Find out more
• Subscribe Job mail alerts
• Watch a video
• Chat with us
• Share this job
148
JobBranding

More action words to establish connection
• Apply NOW Get Started
• Change/Boost your career, apply
• Talk with us
• Check your talent for this job, do the ……. test / quiz
• Join us Join our team today
• Stay tuned with our career opportunities
• Have a look yourself, watch the video
• Who else should know about this job
• Like this job button
• Download / print job
149
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150
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151
JobBranding

154
JobBranding

155
JobBranding

156
JobBranding

157
JobBranding

158
JobBranding

159
JobBranding

160
JobBranding

161
JobBranding

162
JobBranding

Business Collaboration Forum. September 2009
“Does your business need a social media strategy?”
Do you expect me to do all this ?

Job Branding Candidate Care
164
JobBranding

Job Branding Profiling Complexity
In today’s business time is a competitive factor
Need for Speed in Recruitment!
• Time to Attract Talent
• Time to Engage Talent
• Time to Assess Talent
• Time to Hire Talent
165
JobBranding

Job Branding Drafting Simplicity
Speed in Recruitment Process
• Pro-activity (Workforce Forecasting & Planning, Talent
Pooling, EB & EvP, Talent Segmentation & Personas, Social
Media Setting, Job Branding Templates, Trained Hiring
Managers & HR, … etc.)
• Data Driven ( Recruitment Data Eco system / platform,
tooling, real time monitoring & analytics, …. etc.)
• Simple, human & trust centred, tech supported,
compliant process
166
JobBranding

Job Branding Profiling Taking Time
Time, Cost & Tech
• Professional Job Branding without quality
Data, Tech & Tools & Analytical Expertise
likely requiring too much time
• Digitization of business, incl. recruiting likely to
change this in near future
• Process of Job Profiling becoming far more
simple to do, less time consuming
167
JobBranding

Job Branding Tooling Tech Coming
168
JobBranding

Job Branding Design Tooling
169
JobBranding

Job Branding Profiling Tools & Tech
Textio
• Predictive technology
• Machine learning & linguistic
• analysis
• Recognizes 60,000 phrases
• Predict success of job posting
• Checks in real time
• Before posting a job
• Provides feedback
on words used in listings &
• chosen fonts
• It looks how words are put
• together
• Resulting in a score based
on how likely it is to succeed
170
JobBranding

Job Branding Profiling Tools & Tech
171
JobBranding

Job Branding Simple but not Easy!
Far more than sending job ad to market!
Job postings should be:
• Distributed/Promoted where Target Talent is
• SEO optimized, to be found by Target Talent
• Realistic in what you need / have to offer
• Generating attention
• Attractive to Target Talent, gaining interest
• Multi media format & easy to access
• Inviting to share with others
• Enhancing/illustrating your EVP
• Calling for action by Target Talent
172
JobBranding

Job Branding Job Profiling 101
Successful Job Branding
• Data & Analytics Driven
• Talent/Candidate Focus
• Targeted
• EvP Consistent
• Creative & Differentiating
• SEO & Aggregation optimized
• Multi media, multi channel
• Urgency, Call to Action
173
JobBranding

Job Branding Profiling Summary
• Write job postings from candidate’s point of view
• Attract attention by Eye catching Header & Payoff
• Addressing Target Talent Group preferences & interests
• Standing out from competition, high quality
• Combining Text, Images & Video, Colours, Design/Layout
• Gaining interest by main, non obvious, challenges
• Provide reason(s) to consider career switch
• Call to action, encourage easy to “Click” & Connect
174
JobBranding

Job Branding
Job Profile Examples
• Text
• Text & Visual
NB. 3 in 5 job seekers using their mobile device to look for a job
(Source: Glassdoor)
175
JobBranding

Job Branding Job Description?
176
JobBranding
Remember:
• Mobile friendly format?
• Colourful?
• Eye Catching header?
• Highlighting USP’s?
• How much text?
• Combining Text & Visuals?

Job Branding Job Description
177
JobBranding

Job Branding Job Profile
178
JobBranding

Job Branding Illustrated Profiles
179
JobBranding
Quotes layered over photos are an
engagement double threat!
Content containing images attract 94% more total views than content without images

180
JobBranding
The human brain processes visual
content 60,000 times more quickly
than text!!!!!

181
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182
JobBranding

Job Branding Illustrated Profiles ATS
183
JobBranding

184
JobBranding

185
JobBranding

Job Branding Webpage Profiles
186
JobBranding

Job Branding PDF Brochure
Story Telling
187
JobBranding

Job Branding Story Telling
188
JobBranding

Job Branding Quality Brochure
189
JobBranding

Job Branding Quality Brochure
190
JobBranding

Job Branding Story Telling
191
JobBranding

Job Branding
End of Part 1
Now you know what to do to make an
optimized job profile, a differentiating career
opportunity to be found & inviting your Target
Talent to immediately connect & apply
JobBranding

Job Branding Part 2
• What is it?
• Why?
• What (Content) to Brand to attract?
• Where to be found and/or reach out?
• Where to make your jobs visible?
• Examples & Tips
• Some tools & Tech
JobBranding

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