You can download the slides from the presentation by clicking here. Which brands do you love? Apple? Zappos? A cool local coffee shop? We all use our purchasing power to buy from companies who share our beliefs and reflect who we are. Just like consumers, top talent craves a corporate culture that seamlessly aligns their individual life and work style. As an employer, your employment brand speaks volumes about your company culture. Join The Good Jobs Founder & CEO Anne Nimke and RoundPegg Founder & COO Brent Daily for an insightful webinar and learn: - How to quantify and mobilize your employment brand and become a “talent magnet” - Ways to explore the tangibles and intangibles of your EVP (Employee Value Proposition) - How to turn your culture into a competitive advantage for both recruiting and retention

1. Managing
Your
Employment
Brand:
The Tangibles
and
Intangibles

2. Employment branding
resource that provides
transparency by quantifying
culture to help companies
attract, hire, and retain the
right talent.
Helping companies build
engaged workforces via
culture science – from
hiring to developing to
engaging.
Presented by
Anne Nimke, CEO & Founder, the Good jobs
Brent Daily, COO & Co-Founder, RoundPegg

3. Takeaways
¡ Understanding the employment brand
¡ Benefits of a strong employment brand
¡ Who manages and how to control touchpoints
¡ Start creating impact today
Managing Your Employment Brand

4. Today’s Talent Environment
Photos by: Kwarz, CarbonNYC, Horia Varlan,

5. Employment Brand Defined
Collective perception of a company’s
actual culture.
Specifically, the employee’s perception of the work environment.
[how decisions are made, what is rewarded and how people communicate]

6. Have you taken measures to craft
your employment brand?
?

7. Why Employment Brands Matter
¡ Reduces recruitment competition
¡ Retains the best performers
¡ Engages the workforce
¡ Aligns incentives, improves performance
BusinessOutcomes

8. Managing Employment Brand
¡ More than just
the outbound
message
¡ Numerous
touchpoints must
be in alignment
¡ Requires
coordinated
effort from
disparate parts of
the organization

9. Challenges to Employment Brands
¡ Perceived unfairness
[rewards, resource allocation, decision-making]
¡ Failing to walk the talk
[leadership behavior, PR blunders]
¡ External perception
[media, former employees, competitors]
¡ Consumer brand
[mass marketing spend]

10. Who Owns your Employee
Experience?
?

11. Culture is the Center of the Brand
¡ Values drive behavior
¡ Everyone contributes to the
experience of others
¡ Company investment in
what is important
¡ If culture stands for nothing
then no consistent message
Photo by: John Morgan

12. Kill the Buzzwords
Photo by: John Spencer
¡ Align with consumer brand
¡ How do you communicate,
what do you reward?
Happy
Family
Friendly
Work-life balance
¡ Differentiate real vs. desired
¡ Values that distinguish and
guide decisions
Fun
Flexible
Innovative
Competitive
benefits

13. Taking Inventory of the Experience

14. Knowing the Actual Culture

15. Knowing the Actual Culture

16. Crafting the Message
¡ Define words/phrases via stories that
describe the existing work experience
¡ Acknowledge the gap between the
current and aspirational culture
¡ Company investment in employees –
programs, activities and amenities
¡ Routinely recognize actions that illustrate
who you are, continue creating stories
StartingPoints

17. Recruitment
[Is a Marketing Activity]

18. What’s In It For Me
Of candidates view culture as a critical
consideration for taking a job
98%

19. Reinventing Recruiting
¡ Candidate as customer
¡ Attract IN / Knock OUT
¡ Engagement
¡ Why You
¡ Be transparent

20. Recruiting Goals
¡ Quality of hire
¡ Culture / brand awareness
¡ Candidate Experience
¡ Employee Engagement
¡ Contribution
¡ Abandoned applications
¡ Cost of Vacancy
¡ Declined offers
¡ Buyer’s remorse
¡ Time to Productivity
¡ Regrettable turnover
Decrease
Increase

21. Do you measure culture fit in the
hiring process?
?

22. HR & Line Managers
[Selection, On-boarding, Training]

23. Making Culture Fit Tangible
¡ Identify areas of
possible conflict
¡ Focus on past
behaviors in interview
¡ Fit at micro level is
more important than
global culture fit

24. Making Culture Fit Tangible
¡ Give the keys to
working with
teammates early
¡ Highlight how
team can work
best with new hire
¡ Include areas of
frustration in offer
letter

25. Hiring & First 90-Days
¡ Seek best fit, not first qualified
¡ Understand micro-culture, not just global culture
¡ Update metrics of success based on
longitudinal performance and engagement
¡ Track perceptions of the candidate experience,
understand areas where improvement needed
¡ Be transparent in the offer and on-boarding
StartingPoints

26. How do you measure success of a
strong employment brand?
?

27. Employment Brand
[Measuring Holistically]

28. Staying the Course

29. Staying the Course
¡ Create central repository of ‘best practices’ and
owners of the various touchpoints
¡ Regularly measure the goal of the employment
brand (e.g. engagement, recruiting quality)
¡ Track alignment around values / employment
brand longitudinally
¡ Identify areas of improvement, connect
touchpoint owner to affected group lead
StartingPoints

30. Crafting the Employment Brand
Photo by: John Spencer
¡ Proactive recruitment
¡ Personalizing engagement
¡ Putting culture at the center
¡ Platitudes, lowest
common denominators
¡ Assumed culture values

31. Employment Brand Touchpoints

32. Starting Today
Photo by: Next 28 Days
¡ Quantify how you invest in
your employees right now!
¡ Pull all the various constituents
to the table
¡ Determine metrics of success
and inconsistencies
¡ Craft
¡ Baseline employment brand
¡ Aspired culture message
¡ Set appropriate timelines

33. Anne Nimke, The Good Jobs – anne@thegoodjobs.com
Brent Daily, RoundPegg – brent@roundpegg.com