Employer Brand Loyalty & Talent Attraction

EMPLOYER
BRAND LOYALTY
& TALENT ATTRACTION

Presenting Today:
Olga Haygood  
Managing Director,
INSIDE Washington DC

Brand Loyalty is
Key in Talent Attraction
Engage future employees before the
recruitment cycle. Approach talent
attraction as consumer brands approach
product launches; building interest and
momentum and engaging audiences with
content most meaningful to them.
@JWTINSIDE #INSIDEinsights
“Fight competitors for candidate’s mindshare,
heartshare, and loyalty.”
Fortune Magazine, 2015

Our Point of View
Building a brand following and
converting them to candidates is a long
game. Apply this thinking to how you
segment and prioritize education of
prospects, engagement with them and
ultimately - recruitment.

The Consumer Way
•Earn loyal customers by letting them “into the tent”.
•Showcase leadership and their vision for the future.
•Publicize social and business impact.
•Showcase sustainability, diversity, global initiatives.
•Leverage existing customer base to sell and endorse
future products.
“You cannot have a strong consumer brand anymore without having a strong employer brand. Your
consumers are your candidates and vice-versa. What one says will impact the other. “
-Amy Schultz, LinkedIn

“In the past, employees valued opportunity, compensation,
and security. Today, millennials occupy a larger percentage
of the workforce and are overwhelmingly attracted to
companies that are perceived as strongly invested in their
personal overall growth and career development.”
“Having the ability to see and hear more information
about the company leaders and their stories plays a
huge part in a candidate’s decision making. The
biggest learning has been that everybody plays a
part in talent branding.”
LinkedIn, Fortune 2015

What to Consider
Before You Begin
Even the most notable and well-known
brands can’t afford to “go dark” in today’s
competitive talent landscape. A perfect
strategy executed poorly puts you back at
square one.
“A consumer mentality has pervaded our work experience. Employees have different and
more sophisticated expectations…”
Forbes, 2015

We Don’t Have
Consumer Budgets
One of the biggest challenges for TA/HR teams
is perception that more money equals greater
impact. Reality shows us that having a good
strategy, executed in a meaningful way, will earn
internal support for TA initiatives and can
translate into dollars, collaboration and a shared
commitment to amplifying your brand presence.

GE’s Approach
In an effort to dismantle myths that GE is still
“only a manufacturing company”, in 2015 they
launched an ad campaign that aims to entice
technology-savvy millennials to join them all
while promoting their products.
Marketing + HR = GENIUS!

How Do You Eat an Elephant?
One small bite at a time…
Understanding Your Audience
Formulating Your Story
Channel Selection
Media Strategy: Awareness &
Response
Engagement

Understanding Your
Audience
Before you can determine appropriate
channels to build a brand following, you ﬁrst
have to understand who you are speaking
with, what drives them and how to make a
meaningful connection. You ﬁrst have to start
with your people.

The Inside Truth
Understanding Your Employees is Critical to Forging Meaningful Relationships with Prospects
Ask your employees….
What brought them to you?
Why they came? Why they stay?
Where they were before?
Who they listen to or are inﬂuenced by?
What they believe in?
How they experience your mission, vision and
culture?
What type of person succeeds there?
Outputs:
Personas
Values & Motivators
Culture Selling Points
Myths Debunked

“Uber is one of the most valuable startups in the world, and part of that success can be attributed
to an aggressive strategy to acquire and retain talented people. Talented executives and engineers
flocking to Uber believe the company has “world-changing” ambitions with a corporate culture that
values team as much as the bottom line. “
Fortune, 2015
“74-5 margin, drivers say that Uber has made their lives better by giving
them more flexibility. These drivers are not just working for Uber because
they can’t find another job — only 8% were previously unemployed.”
New Republic, 2015
Dec 2014 study
600 Uber drivers
78% very satisfied with Uber

Future Employee Motivators
Leverage Employee Insights to Inform External Candidate Research
Ask your prospects…
What drives them in their careers?
What they value?
What inspires them?
What do you look for in an employer?
What does company culture mean to you?
Rate company offerings by level of importance?
Outputs:
Core Values & Motivators
Career Proﬁles
Personas
Brand Idea/Messaging

Persona Development
Uncovering personas in our employee base can
help us understand the people we’re trying to
reach by deﬁning and evaluating their
experience, behaviors, beliefs and needs.

Sample Personas
Sample Industry Client: Healthcare
The Grower
“I want a place where I can grow
my career and skill sets.”
The Burnout
“I’d rather take care of
patients than paperwork.”
The Sceptic
“There’s no way X company can
compete with a commercial hospital.”
The Searcher
“I want a purpose-focused
workplace, but I still have
to pay the bills.”
The Old Hand
“I am at the top of my game. Could
X company be my next move?”

Message Development
With knowledge in hand about what drives
your future employees and motivates current
ones, developing a message architecture is
critical. This will allow you to convey the
most meaningful points to your prospects
and begin the brand loyalty process.

Message Architecture

Multi-Channel Approach
Once you have deﬁned who you are
speaking to and identiﬁed compelling
content to foster brand loyalty, identify and
assign channels most appropriate for
targeted communications getting you to
your end goal.

Channel Plan

EarnedOwnedPaid
Banner ads Website Social

Maximizing Paid Outreach
Devise a media plan that is ﬂighted
(scheduled) throughout the year and
bolstered by a dynamic careers site and
social presence.

TA Budgets in Action
CLIENT A:
Telecommunications
$2-3M/ year
20%/80%
% of annual paid media budget invested in awareness-driving vs.
application-driving media
CLIENT B:
Healthcare
$850K/ year
20%/80%
CLIENT C:
Healthcare
$1M/ year
30%/70%
CLIENT D:
Government (Multi-Discipline)
$1.7M/ year
50%/50%

Social
Selection of channels and development of
content calendars will foster the
conversation and offer your followers
content to endorse, share and digest - long
before you recruit them.

Role of Social
Know who is following you
Conversation with a purpose
Call-to-Action or “Surprise & Delight”
Ensure posts match brand characteristics
Inﬂuence is supported by metrics. Your numbers
of followers, engagement levels of those followers
and who they are, and your place among other
inﬂuencers are things people can look at as they
evaluate you. Key steps in building brand following:

CRM & Social
Social media is where candidates share their
likes and dislikes, as well as their perception
of your business. If a customer or candidate
has a problem with a product or opportunity
you provide, all of their friends and followers
will soon hear about it.

Target Relevant Networks
Invest in a Social CRM Tool
Monitor Interactions
Embrace Analytics
Invest in Social Media Managers

If We Build It, Will They Come?
A number of tools and metrics can come in handy.
How will you know that your comprehensive
strategy is working? How will you measure
your reach so that next year, your boss
approves your budget decisions?

Questions

Olga Zimonjic Haygood
Managing Director
202.448.0450
olga.haygood@jwt.com
Send us a note, share with us what you found
most surprising or valuable, or schedule time for
a conversation.

Thank You.

Employer Brand Loyalty & Talent Attraction

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