This was my keynote presentation from the Expo Capital Humano in Santiago, Chile for Trabjando.com on Employer Branding and how to create. I have also presented this PPT in Canada and all over the U.S.
3. EMPLOYER BRAND IDENTITY
Employer brand is the identity of a
company as an employer of choice.
Effective employer brand can only attract
employees of choice if it has an identity
that is
True
Credible
Relevant
Distinctive
Aspirational
12. Message = content + campaigns
Visual = pictures + video
Distribution = social + job advertisements
Tools = ATS + CRM + social platforms
13. PLACES TO TELL THE STORY
COMMUNITY Employees Review Sites
Candidates Talent
Blog Facebook Vine
Video Twitter Instagram
Images Copy
Video Job description
Traffic Data
Postings Banners
50% jobs reviewed
Video and image friendly
SOCIAL MEDIA
CAREER PAGE
JOB BOARDS
MOBILE
14. KNOW THE TRENDS
2015 most of workforce is in their 20’s
2020 gen X & Gen Y will be 65% of workforce
2030 millennial will be 75% of the workforce
10k baby boomers retire everyday
source of hires
19.2% employee referral
19.1% career site
15.4% job Boards
12.1% direct source
7.5% college/university
have you adjusted practices to attract talent based on
these trends?
15. GREAT EMPLOYER BRANDS
Twitter “Help us to build real-time products
that have global impact.”
Facebook “We’re making the world more open
and connected”
Google “Do Cool Things That Matter”
Disney “Imagine the stories you can be part
of…”
they sell a sense of belonging to a specific culture
It’s the reputation of the company. Employer of choice begins far before a “job posting” and lingers well after exit. It is a lifelong event
Culture
Personality of the company
Perception by outsider looking in
Engagement
Candidate experience
Receptive to applys
Targeted campaigns can be print, digital, mobile
What is the greatest story you remember?
Storytelling
Why work there
What compels someone to join or have an interest
Culture
Personality of the company
Perception by outsider looking in
Engagement
Candidate experience
Receptive to applys
Make them care:
Simba lost his dad, Nemo was lost– people want to work for a company that connects with THEM (their intrinsic needs). Why should the employee care about you? How do you care about them?
Take them on a journey
Every story has a promise at it’s heart, a journey or adventure; Frodo sets out on a quest – people want to understand their daily adventure / quest
Purpose (what is the motivation)
Always an inner motivation driving toward an overarching goal, Dorthy’s mission was to get home….what is the PURE mission of your company?
Let them like you
Remember Dr Evil, although bad you kind of cheer for him and like him– Show people what their everyday trials / work will really be like
Engage
When Anakin is young you wonder “how” and then reminded of the journey (foreshadow) and overcome with a purge of emotions (excitement, shock, nostalgia)
Audience
Who are you talking to (Engineers, Marketing etc.…)
What are THEY attracted to?
Where do THEY hang out?
Have you sampled your tech population? Have you asked specific questions to techies about “what they want” Top Performers?
Theme
What issues are you addressing (i.e. CULTURE / TECHNOLOGY / PRODUCTS) – must know your audience
Job Security
Style
Funny
Serious
Informational
Sarcastic
Script
Culture: cool stuff, amenities
Product: See your product completed (microchip vs. consumer good) – discuss advantages
CRM
Create campaigns that matter
Proactive sourcing and marketing vs. post and pray
Hashtags – discuss UGA career fair and driving people to it (conference #’s) make students interested!
Campaign Ideas:
Campus recruiting events
Identify WHO you are i.e. work is like a family (campaign around pictures, vids etc. on “#work family – Vine, Insta, etc...
Answer “WHY” OR “HOW” – “How to get a job with us”…..”Why you want to work for _____”
TOP 3 HIRING SOURCES:
Career Page
Employee Referrals
Job Boards
GOAL: Attract talent to our organization that fits tech skills and cultural
Community
Employees
Social Media (blogs, FB, LI, Instagram etc.…)
Talent Community
Career Page
Needs to change, little text and lots of images
Dynamic with ability to connect with ambassadors
Must connect to the target audience
Employee
These are your internal ambassadors
Gamifiy the process with tools
Top source of hires, should have internal campaigns (your $2500 policy on the intranet is useless without marketing)
Job Board
Top 3 source of hires and huge amounts of data (don’t think of it as “just a place to post jobs”)
Survey competitors
What companies have people looking and why?
Mobile
X% are using mobile everyday!
50% of Human Resource Departments have NOT adjusted their practices over the past 3-5 years to attract this talent.
Microsoft has a 3.8 employee approval rating compared to:
Twitter: 4.4
Facebook: 4.4
Google: 4.4
YouTube = 72 hours of video every 60 seconds
Google = 2 million searches every 60 seconds
LinkedIn = 11,000 professional searched
Insta = 3600 photos every second
Apply Process
Hashtag pictures on Instagram with #GRAMMASTER
Travel for 2 weeks (all expense paid)
Paid $2000 USD per week
This also serves as a test, everyone does the same thing….simple, engaging and clean
PicPostPlay app
Meet the new hire:
5 Fave things include:
Social media
Reading
Peacock / peacock print
Her dog, Honey
Boxing