Struggling to find the right talent for your company? Have a high turnover of staff? Discover how your employer brand can impact your recruitment process, culture, and retention.

1. 02.03.2017
HOW YOUR BRAND
IMPACTS EMPLOYEE
RECRUITMENT
AND RETENTION

2. Employer branding: your reputation that
sets you apart from other companies
competing for the same talent.
“How do you position your company as a
great employer long before you post a job
or interview a candidate?”
Why are
we here?

3. Why bother with
employer branding?
1. Spend less on recruitment
Make sure candidates already know about you.
2. Stand out
Hire the best talent before your competitors do.
3. Drives retention, satisfaction and productivity
High staff turnover and a bad culture affects the bottom line too.
More engaged employees are more productive and more profitable.

4. • Survey to 23 top
recruiters that
place 14,000+
candidates a year
• Focus group with
4 recruitment
directors and MDs
Our
research.

5. Let’s bust
some employer
branding myths.

6. “The bigger the
company, the
stronger the brand.”
MYTH 1

7. Sports Direct:
How to fail.
MYTH 1
In 2016, Sports Direct was compared to
a Victorian Workhouse by MPs as they
condemned the firm for it’s appalling
work practices.
Past employees claimed to be treated as
commodities rather than human beings.

8. Jaguar Land Rover:
How to succeed.
MYTH 1
40% of candidates in this region would
choose to work for Jaguar Land Rover
over any other big brand.
This is based on their employer brand,
behaviour and approach, rather than
their size.

9. • 43% of candidates believe that a strong
employer brand is more important than pay
• 69% of candidates believe that a strong
employer brand is more likely to offer
more progression opportunities
Time to listen
to our potential
candidates.
MYTH 1

10. “We can’t possibly
compete against big
corporates for talent.”
MYTH 2

11. When you’re up
against a big national
brand, SMEs feel like
they can’t compete.
“There are so many benefits of working for an SME
that aren’t promoted” – Discovery ADR Group
Better career
progression
Faster growth
opportunities
More fulfilling
work
Better
cultures
More flexibility
and autonomy
MYTH 2

12. Interviews
will make or
break your
brand.
“Your hiring process is the obstacle to
hiring great people.” – 2nd City Resourcing
MYTH 2

13. Recruitment is
more than just the
interview. It’s the
whole experience.
• Starts with creative and authentic job adverts
• The interview started when your candidate
walked through the front door
MYTH 2

14. Get the
basics right.
Confession time. How many of these interview
sins are you guilty of?
• Not following up with feedback
• Not keeping candidates updated
• Not informing unsuccessful
candidates
• Cancelling an interview at
short notice
• Not reading their CV beforehand
• Not booking a room for
the interview
• Not having clear answers
about your culture and
progression opportunities
MYTH 2

15. “The company
speaks for itself”
MYTH 3
“Don’t assume that just because you have a job people will
want it. You still need to sell it.” – 2nd City Resourcing
The candidate isn’t the only one that should sweat in an
interview. You’re being grilled too.

16. How to nail your
interview process.
• The whole recruitment
experience matters – even for
SMEs who aren’t large enough
to have their own
HR departments
• Get the little things right (SMEs
have more opportunities than
big corporates to do this well)
• Be creative and brave – make
sure your brand personality
shines through
• Scrap job descriptions and focus
on behaviours, brand values and
accountability
• Tell your brand story well
• Make sure employees leave on
a positive note
MYTH 3

17. “We lose out on the best
candidates because we can’t
offer high salaries.”
MYTH 4
“Money doesn’t always motivate.” – ESA Group
47% of candidates believe that joining a strong employer
brand is more important than pay or bonuses.

18. When a potential
employee is deciding
between two similar job
offers, what makes them
go for a lower paid job?
...the culture.
Culture can be your competitive advantage.
MYTH 4

19. Culture is the most
important driver for
recruitment.
1. Cultural fit and chemistry
2. Career development and training
46% of employees leave because of a lack of career
development opportunities (2nd City research)
3. Strong leadership
4. Benefits that show the business cares about them
MYTH 4

20. Know your
generation.
• Generation Z
7-22 year olds
Nickname:
iGeneration
Key characteristics:
autonomous,
inventive,
pragmatic
Career drivers:
job security &
cultural fit
• Millenials
22-39 year olds
Nickname:
The Me Generation
Key characteristics:
ambitious, sociable,
confident
Career drivers:
employability,
rapid progression,
development
• Generation X
40-51 year olds
Nickname:
Latchkey Kids
Key characteristics:
Independent,
entrepreneurial,
cynical
Career drivers:
Flexibility/work-
life balance, flat
structures
MYTH 4

21. “We have a brand.
That’s good
enough...right?”
MYTH 5

22. Straight from the
horse’s mouth...
“Make sure staff believe
in the brand.” – Michael Page
“Back it up. It’s no good
promoting a brand that you don’t
live... your employees will find you
out very quickly. And they’ll talk
about it.” - Pitch
“A strong employer brand is
consistent and sincere.”
– Mackenzie Jones
“If SMEs invest time in developing a
culture of autonomy they can build
loyalty and significantly reduce the
risk of losing employees.”
– Lord Search & Selection
“Understand what drives each
employee and lead with that.”
– Berwick Partners
“A strong employer brand has to
be lived and breathed by the whole
business.” – Union Club
MYTH 5

23. A killer brand proposition will align
and fire everyone up, internally and
externally to help you act on brand.

24. As one recruiter said, “I never have any
trouble recruiting for Glide – the culture
speaks for itself.”
Brand Proposition:
Life made simple

25. Brand Proposition:
We deliver more.

26. 1. Create a strong brand
and internal proposition
for your employees to
buy into
2. Consider how to
feed your culture
through the entire
recruitment process
3. Have compelling
‘stories’ to tell
4. Have a clear journey of
career progression
5. Know your audience,
their needs and
drivers: Generation X,
Millennials, Generation Z
How to build a strong
employer brand

27. Branding
isn’t just your
logo or your
website.
It’s everything you do.

28. According to
recruiters, a
stronger employer
brand gets 47%
more applicants.
No. 1

29. Remember,
you are being
interviewed
as well as
interviewing.
No. 2

30. Culture is the
most important
aspect to attract
and retain an
employee.
No. 3

31. do you want to explore this further in
your business? continue your journey
with orb by taking our free employer
brand health check. this will include
a short employee survey followed by
insigHts and advice on how to improve
your brand.
please contact anthony bisseker at
anthony@thisisorb.com to arrange.
health
check

32. 0333 240 9090
hello@thisisorb.com
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