See how to build your roadmap, what to work toward and what to measure for success. Michael Smith, Senior Manager, Recruitment Marketing at Walmart Stacy Zapar, Founder at Tenfold Lisa Holden, Employer Communications Manager at Glassdoor

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How to Build an Employer Brand from Scratch
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Featured Speakers
Stacy Zapar
Founder at Tenfold
@StacyZapar
Lisa Holden
Employer Communications Manager
at Glassdoor
@LisaAHolden
Michael Smith
Senior Manager, Recruitment Marketing
at Walmart
@MichaelSmithD

5. © Glassdoor, Inc. 2017
agenda
what is an employer brand
why employer branding matters
first steps: building an employer brand
amplifying your brand message
company spotlight: Walmart
key takeaways

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What Is An Employer Brand?

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What Is an Employer Brand: Your Reputation
– Jeff Bezos, Founder and CEO, Amazon.com
“
Your brand is what other"
people say about you when"
you’re not in the room.

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What Is an Employer Brand: Culture
CEOs and HR leaders now recognize that culture drives
people’s behavior, innovation, and customer service, and
82% of leaders believe company culture"
gives them a competitive advantage.
(source: Deloitte 2015 Human Capital Trends)

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What Is an Employer Brand: Mission & Values
Becoming Irresistible, Deloitte, February 2015

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What Is an Employer Brand: Your People
Edelman Trust Barometer, 2014

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Why Employer Branding Matters

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Value of Your Employer Brand
Organizations that prioritize Employer Brand are:
• 250% more likely to rate their overall talent acquisition
efforts as highly effective
• 185% more likely to have at least a high-level talent
acquisition strategy in place
• 130% more likely to see increases in employee
engagement
Source: Brandon Hall Group, Understanding the Impact of Employer Brand, Research Brief, November 2014

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Strong Employer Brands Lead to More Candidates
Source: Melián-González & Bulchand-Gidumal, 2016
Impact of Positive, Neutral and Negative Employer
Reviews on Image and Recruiting Ability

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Strong Employer Brands Speak for Themselves
Source: Melián-González & Bulchand-Gidumal, 2016
Impact of Positive, Neutral and Negative Employer
Reviews on Salary Demands by Prospective Employees

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First Steps: Building an"
Employer Brand

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– Kathryn Minshew, @kmin
Branding is a promise to your customers.
Employer branding is a promise to your
current and future employees.
“

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Great employer branding peels back the curtains

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So what’s your company’s story?

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The first step? Build an employer brand roadmap.

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1. Define recruiting challenges. Tie EB goals to them.

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2. Establish benchmarks. Measure. Track. Adjust.

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3. Establish team, resources, key stakeholders

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4. Partner with Marketing. It’s all ONE brand.

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5. Listen to your employees: surveys, interviews, Glassdoor

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6. Audit existing assets. Assess. Take inventory.

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7. Define core values and EVP

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8. Develop personas

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9. Develop your narrative and content strategy

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10. Evaluate tools, technologies and training needs

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Building a Strong,"
Authentic Narrative

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Employee storytelling is where it’s at!

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Employee Storytelling
• Brand messages see 571% more reach when shared by employees
• 90% trust recommendations from people they know (only 33% trust
brand messages)
• 3X more likely to believe employees than CEOs when it comes to
work culture
• Employees have ~10X the social following your company has!
https://www.fastcompany.com/3044156/hit-the-ground-running/why-vocal-employees-are-a-companys-best-pr
https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priority
http://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr

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Video content is a must!

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Mobile, mobile, mobile

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Great Stories to Share
• The Work Being Done
• Company Culture
• Impact / Higher Purpose
• Office Environment
• EVP / Core Values
• Employee Spotlights
• Meet the Team
• Unique Perks & Benefits
• Company Events
• Social Causes

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Amplifying Your Brand Messaging

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“
– Smashfly corporate website
Recruitment Marketing is every tactic —
content marketing, email nurturing, social recruiting,"
mobile recruiting, career site, SEO, employee referrals, talent
networks, job marketing, employer branding, recruiting events,
recruiting analytics, CRM –
that a talent acquisition team uses to find, attract, engage and
nurture leads in order to convert them into more qualified applicants
to fill jobs now and in the future.

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Social Channels

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Raw, Real-time Sharing

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Targeted / Retargeting Ads & Sponsored Posts

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Glassdoor / Reputation Management

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Transparency in Action: Own your Culture

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Blogging / Content Marketing

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Engaging Careers Pages / Employee Q&A

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Employee Profiles / Meet the Team

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Recruiting Team: Transparency in Action

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Landing Pages / Branded Job Postings

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Newsletters / Email Campaigns

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Texting Campaigns

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Live Events: Meetups, Mixers and Hackathons

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company
spotlight

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Our challenges are
somewhat unique.
• What is your brand?
• What are your objectives?
• Who's your demographic?
• What are your resources?

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Explores Website
Hire
Evaluates / Bonds
Offer /
Weighs
Invests / Applies
Sees an ad / organic search
Don’t Hire
Define
recruiting
challenges.
1
Candidate Phases
1.6 M
Unique Visitors / Mo.

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Explores Website
Evaluates / Bonds
Offer /
Weighs
Invests / Applies
Sees an ad / organic search
Don’t Hire
Define
recruiting
challenges.
1
1.6 M
Unique Visitors / Mo.
2.3
Pages per Session
Candidate Phases

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Saving people money so they can live better.
Tie EB
Goals to
Challenges.
1

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Prioritization Grid
Impact
Feasibility
Time
Wasters
Big Bets
Utilities
No
Brainers• No Brainers may give you a
tactical advantage
• Big Bets offer strategic
differentiation
• Utilities may be table stakes
• Avoid Time Wasters
- IBM Design

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Establish
Benchmarks
2
Don’t Boil the Ocean
≤ 3 KPIs per tactic…
(Google “recruiting metrics ERE”)

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Visualize in DOMO, Tableau, or something similar. Excel will do.

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Establish
Benchmarks
2
Objective = how much + by when
1. Improve brand opinion & consideration
• ↑10 NPS points by Q2
2. Drive quality candidates down the application funnel
• ↑10% by Q4

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Establish
Team and
Stakeholders
3
Shepherding 100+ stakeholders
• Executive Leadership
• Design Influencers
• High Volume Users
• Vendor Partners
• Content Contributors
• Testers

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Establish
Team and
Stakeholders
3
Set clear expectations
up front…
1. What are their roles?
2. When are they required (timeline)?
3. What kind of feedback is required?
4. What are the risks and mitigation tactics?

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Partner with
Marketing
4
Partner with Marketing… and
Corporate Affairs, and the UX Team,
and “Rogues”, and…

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Listen to
Employees
5 …and candidates.

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– Sam Walton, Founder of Walmart
“
The secret of successful
retailing is to give your
customers what they want.

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– Bridget van Kralingen, Senior Vice President of IBM Global Business Services
“
The last best experience that anyone has anywhere, becomes the
minimum expectation for the experience they want everywhere.

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Not this.
This.
Habanero Consulting Group
If it has to be minimal, make it delightful.

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Audit Existing
Assets
6
The Ugly Baby
1. Finding job openings isn’t easy.
2. User paths are confusing.
3. Site doesn’t clearly articulate the employer brand.
4. Self-help tools are lacking.
5. Site doesn’t reflect culture, our strongest value prop.

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Why Walmart
We are amazing problem solvers who deliver
solutions through a juxtaposition of head and heart.
Define Core
Values
7

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Walmart careers
Tradition.
Local.
Nice.
A Calling.
The Collective.
Modernity.
Global.
Relentless.
A Calling Card.
The Individual.

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Key User Need
Become a part of something meaningful.

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Develop
Personas
8

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Says
What do they say, or
need to say to
others?
Does
What do they do to
accomplish their
desires?
Thinks
What do they think
about the situation?
Feels / Values
How does this
person feel about
their job /
prospects?

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Candidate Journey Phases
World OnboardExplore WeighInvestEvaluate

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Emphasizing our brand
Letting our culture shine
Putting the candidate first
Guiding our candidates to success
What Were We Solving for?

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Clean.
Helpful.
Human.

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Job search, enhanced.
Job
search,
enhanced.

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Discover.
Be Inspired.
Join Us.

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Week 1 Stats
(March 21-27, 2017 vs. March21-27, 2016)
Pages / Session
↑ 40%
Avg. Session Duration
↑ 19%
Bounce Rate
↓ 30%

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Key Takeaways

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Key Takeaways
Prioritize your employer brand
Get started by building a roadmap
Engage employees to become brand ambassadors
1
2
3

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Stacy Zapar
Founder at Tenfold
@StacyZapar
Lisa Holden
Employer Communications Manager
at Glassdoor
@LisaAHolden
Michael Smith
Senior Manager, Recruitment Marketing
at Walmart
@MichaelSmithD

86. © Glassdoor, Inc. 2017