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Part 1
Employer branding and
candidate experience
Thanks for joining us!
● Please use the chat box for questions
● Tweet at us using #recruitinghacks @lever @ajolo @michellenhart
● $100 Amazon Gift Card for the most thought-provoking tweet
http://timsackett.com/2016/12/06/t3-the-
100-hottest-hr-technologies-on-the-planet/
Maya Humes
Content Marketing Manager
Lever
@mayanjeri
Our speakers
Michelle Hart / @michellenhart
Former VP of People Ops, Whisper
Ariel Jolo / @ajolo
Global Employer Branding
Manager, Medallia
Part 1 — Employer branding and candidate experience
Employer branding hacks
Part 1 — Employer branding and candidate experience
Part 1 — Employer branding and candidate experience
#1
Hire a photographer to capture team photos
You’ll be able to proudly use
these photos in all your
employer branding efforts -
whether on your website, in
blog posts, or even conference
presentations.
Part 1 — Employer branding and candidate experience
#2
Customize your careers page with employee
spotlights
Candidates want to hear from
current employees. Why did those
team members join? What does their
role entail, and why is it fulfilling?
Part 1 — Employer branding and candidate experience
#3
Create a company hashtag for employees to use
in social posts
Whenever you see employees post
on social media with other
employees, ask them to use the
hashtag. At Lever, our employees
are Leveroos, and we use the
hashtag #insideLever.
Part 1 — Employer branding and candidate experience
#4
Post on your employee blog biweekly
Start by creating a blog series that
periodically spotlights a different
employee. Use a simple Q&A format -
with questions like “What’s your
favorite [company] memory?” and
“How would you characterize your
team?” - and feature a high definition
photo of the employee in the post.
Part 1 — Employer branding and candidate experience
#5
Spend 30 minutes each week responding to
company reviews on Glassdoor
Express gratitude for glowing write-ups, and reply with concern to those that
are less than stellar. The bottom line: 30 minutes will go a long way toward
conveying your brand’s humility and humanness.
Part 1 — Employer branding and candidate experience
#6
Analyze company reviews to learn which cultural
pillars to highlight
Analyze Glassdoor reviews to find 5-10 common qualities that your reviewers
find special about your team, and have your employees select which ones
resonate most. Then, make those the values you spotlight.
Part 1 — Employer branding and candidate experience
#7
Roll out a “LinkedIn Profile Revamp” campaign
Host a company-wide meeting at which you ask employees to add three
elements to their LinkedIn profile: 1. The impact of their role, 2. What they
think is special about your team, and 3. Their favorite activities outside of
work.
Part 1 — Employer branding and candidate experience
#8
Create an ‘impact description’, not a ‘job
description’
When you post opportunities,
describe what candidates will
accomplish in their first month,
three months, six months, and
year on your team.
Part 1 — Employer branding and candidate experience
#9
A/B test your job postings
LevelUp, a mobile payments company in Cambridge, drove a 15 percent
increase in their number of inbound applicants by A/B testing job posting titles
and descriptions.
Part 1 — Employer branding and candidate experience
#10
Identify and remove bias from your job postings
Detect and eliminate phrases that might deter women or underrepresented
minorities from reading further - terms such as ‘coding ninja’ or ‘closer’, to
widen your pool of interested candidates.
Part 1 — Employer branding and candidate experience
#11
Run your job postings through “user testing” with
employees
If you don’t want to invest in a tool, leverage the insights of your coworkers.
Arrange a meeting with a diverse set of employees, read your job postings out
loud, and ask them to react aloud to words they do and don’t like.
Part 1 — Employer branding and candidate experience
#12
Ask candidates “How did you hear about us?”
Using Lever, we added a custom application question to all job postings: "How
did you hear about us?", with multi-select checkboxes for our common
buckets (referrals, job sites, publications, etc).
Part 1 — Employer branding and candidate experience
#13
Schedule quarterly Employee Value Proposition
‘health checks’
Your talent brand breathes, grows and evolves over time, whether you like it
or not. Plan for change by scheduling regular EVP ‘health checks’ with a few
key individuals each quarter.
Part 1 — Employer branding and candidate experience
#14
Treat your brand like you treat your favorite
family pet
Take your brand out for a walk,
introduce people in your
community to your brand, and
feed your brand.
Part 1 — Employer branding and candidate experience
#15
Co-locate your teams and managers
To build a great employer brand, think globally and be inclusive. We push for
global mindsets and information sharing at Medallia by having co-located
teams and managers.
Part 1 — Employer branding and candidate experience
#16
Leverage your internal experts for Talent
Branding
You probably have subject matter
experts inside your company that
run programs you can use in
Talent Branding, even if you don't
know it. For example, if you’re
planning an advertising campaign,
talk to your Marketing or Demand
Generation teams.
Candidate experience
hacks
Part 1 — Employer branding and candidate experience
Part 1 — Employer branding and candidate experience
#17
Streamline and shorten your application
Give your candidates a better
experience by stripping your
application of unnecessary details or
questions. Use a modern ATS that
allows you to create simple, intuitive
applications that candidates can
quickly complete.
Part 1 — Employer branding and candidate experience
#18
Send a pump-up email to your hiring team
before the first interview of the search
Spend 10 minutes crafting a message
that will align and excite your interview
squad.
Part 1 — Employer branding and candidate experience
#19
Hire a candidate experience specialist
In a competitive talent market, making every candidate feel special can
literally be a full-time job. Recruit a new team member who can take them on
a company tour, bring them from one interview to another, and serve as their
main point of contact.
Part 1 — Employer branding and candidate experience
#20
Introduce roundtable questions to stimulate
lunch conversation
Buy a set of questions that can
spark fun topics; examples include:
“How would you spend $1
million?”, and “What superpower
do you wish you had and why?”.
Part 1 — Employer branding and candidate experience
#21
Snooze candidates to prompt regular check-ins
“Snooze” candidates for a
custom number of months or
weeks in Lever, to receive a
reminder to reach out at the
future date you set, along with
any notes so you can pick up
where you left off.
Part 1 — Employer branding and candidate experience
#22
Personalize a short video for your candidate
Make a video for every candidate who
receives an offer, to let them know how
excited you are. First of all, this makes
them feel special, and secondly, you can
increase acceptance rates - and promote
your brand even if the candidate turns
down your offer.
Part 1 — Employer branding and candidate experience
#23
Place a culture book featuring company stories
on your lobby table
Help your candidates pass the time
waiting for their interviewer by featuring
employee stories or interesting facts
about your team! This is a simple way to
get them energized about the team
before their interview.
Part 1 — Employer branding and candidate experience
#24
Host a 10 minute tour before every interview
If you can, leave a 15 minute buffer
between every candidate’s arrival time and
interview. Show them the lay of the land
and help them envision what their day-to-
day would look like. Even introduce them to
any team members they may not meet
during their interviews.
Download our entire Recruiting Hacks
Ebook:
https://www.lever.co/resources/101-recruiting-hacks-to-accelerate-hiring
Register for our 4-part webinar series:
https://www.lever.co/recruiting-resources/webinars/103-recruiting-hacks-to-
make-2018-your-most-productive-year-yet

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24 Recruiting Hacks for Employer Branding and Candidate Experience

  • 1. Part 1 Employer branding and candidate experience
  • 2. Thanks for joining us! ● Please use the chat box for questions ● Tweet at us using #recruitinghacks @lever @ajolo @michellenhart ● $100 Amazon Gift Card for the most thought-provoking tweet http://timsackett.com/2016/12/06/t3-the- 100-hottest-hr-technologies-on-the-planet/ Maya Humes Content Marketing Manager Lever @mayanjeri
  • 3. Our speakers Michelle Hart / @michellenhart Former VP of People Ops, Whisper Ariel Jolo / @ajolo Global Employer Branding Manager, Medallia Part 1 — Employer branding and candidate experience
  • 4. Employer branding hacks Part 1 — Employer branding and candidate experience
  • 5. Part 1 — Employer branding and candidate experience #1 Hire a photographer to capture team photos You’ll be able to proudly use these photos in all your employer branding efforts - whether on your website, in blog posts, or even conference presentations.
  • 6. Part 1 — Employer branding and candidate experience #2 Customize your careers page with employee spotlights Candidates want to hear from current employees. Why did those team members join? What does their role entail, and why is it fulfilling?
  • 7. Part 1 — Employer branding and candidate experience #3 Create a company hashtag for employees to use in social posts Whenever you see employees post on social media with other employees, ask them to use the hashtag. At Lever, our employees are Leveroos, and we use the hashtag #insideLever.
  • 8. Part 1 — Employer branding and candidate experience #4 Post on your employee blog biweekly Start by creating a blog series that periodically spotlights a different employee. Use a simple Q&A format - with questions like “What’s your favorite [company] memory?” and “How would you characterize your team?” - and feature a high definition photo of the employee in the post.
  • 9. Part 1 — Employer branding and candidate experience #5 Spend 30 minutes each week responding to company reviews on Glassdoor Express gratitude for glowing write-ups, and reply with concern to those that are less than stellar. The bottom line: 30 minutes will go a long way toward conveying your brand’s humility and humanness.
  • 10. Part 1 — Employer branding and candidate experience #6 Analyze company reviews to learn which cultural pillars to highlight Analyze Glassdoor reviews to find 5-10 common qualities that your reviewers find special about your team, and have your employees select which ones resonate most. Then, make those the values you spotlight.
  • 11. Part 1 — Employer branding and candidate experience #7 Roll out a “LinkedIn Profile Revamp” campaign Host a company-wide meeting at which you ask employees to add three elements to their LinkedIn profile: 1. The impact of their role, 2. What they think is special about your team, and 3. Their favorite activities outside of work.
  • 12. Part 1 — Employer branding and candidate experience #8 Create an ‘impact description’, not a ‘job description’ When you post opportunities, describe what candidates will accomplish in their first month, three months, six months, and year on your team.
  • 13. Part 1 — Employer branding and candidate experience #9 A/B test your job postings LevelUp, a mobile payments company in Cambridge, drove a 15 percent increase in their number of inbound applicants by A/B testing job posting titles and descriptions.
  • 14. Part 1 — Employer branding and candidate experience #10 Identify and remove bias from your job postings Detect and eliminate phrases that might deter women or underrepresented minorities from reading further - terms such as ‘coding ninja’ or ‘closer’, to widen your pool of interested candidates.
  • 15. Part 1 — Employer branding and candidate experience #11 Run your job postings through “user testing” with employees If you don’t want to invest in a tool, leverage the insights of your coworkers. Arrange a meeting with a diverse set of employees, read your job postings out loud, and ask them to react aloud to words they do and don’t like.
  • 16. Part 1 — Employer branding and candidate experience #12 Ask candidates “How did you hear about us?” Using Lever, we added a custom application question to all job postings: "How did you hear about us?", with multi-select checkboxes for our common buckets (referrals, job sites, publications, etc).
  • 17. Part 1 — Employer branding and candidate experience #13 Schedule quarterly Employee Value Proposition ‘health checks’ Your talent brand breathes, grows and evolves over time, whether you like it or not. Plan for change by scheduling regular EVP ‘health checks’ with a few key individuals each quarter.
  • 18. Part 1 — Employer branding and candidate experience #14 Treat your brand like you treat your favorite family pet Take your brand out for a walk, introduce people in your community to your brand, and feed your brand.
  • 19. Part 1 — Employer branding and candidate experience #15 Co-locate your teams and managers To build a great employer brand, think globally and be inclusive. We push for global mindsets and information sharing at Medallia by having co-located teams and managers.
  • 20. Part 1 — Employer branding and candidate experience #16 Leverage your internal experts for Talent Branding You probably have subject matter experts inside your company that run programs you can use in Talent Branding, even if you don't know it. For example, if you’re planning an advertising campaign, talk to your Marketing or Demand Generation teams.
  • 21. Candidate experience hacks Part 1 — Employer branding and candidate experience
  • 22. Part 1 — Employer branding and candidate experience #17 Streamline and shorten your application Give your candidates a better experience by stripping your application of unnecessary details or questions. Use a modern ATS that allows you to create simple, intuitive applications that candidates can quickly complete.
  • 23. Part 1 — Employer branding and candidate experience #18 Send a pump-up email to your hiring team before the first interview of the search Spend 10 minutes crafting a message that will align and excite your interview squad.
  • 24. Part 1 — Employer branding and candidate experience #19 Hire a candidate experience specialist In a competitive talent market, making every candidate feel special can literally be a full-time job. Recruit a new team member who can take them on a company tour, bring them from one interview to another, and serve as their main point of contact.
  • 25. Part 1 — Employer branding and candidate experience #20 Introduce roundtable questions to stimulate lunch conversation Buy a set of questions that can spark fun topics; examples include: “How would you spend $1 million?”, and “What superpower do you wish you had and why?”.
  • 26. Part 1 — Employer branding and candidate experience #21 Snooze candidates to prompt regular check-ins “Snooze” candidates for a custom number of months or weeks in Lever, to receive a reminder to reach out at the future date you set, along with any notes so you can pick up where you left off.
  • 27. Part 1 — Employer branding and candidate experience #22 Personalize a short video for your candidate Make a video for every candidate who receives an offer, to let them know how excited you are. First of all, this makes them feel special, and secondly, you can increase acceptance rates - and promote your brand even if the candidate turns down your offer.
  • 28. Part 1 — Employer branding and candidate experience #23 Place a culture book featuring company stories on your lobby table Help your candidates pass the time waiting for their interviewer by featuring employee stories or interesting facts about your team! This is a simple way to get them energized about the team before their interview.
  • 29. Part 1 — Employer branding and candidate experience #24 Host a 10 minute tour before every interview If you can, leave a 15 minute buffer between every candidate’s arrival time and interview. Show them the lay of the land and help them envision what their day-to- day would look like. Even introduce them to any team members they may not meet during their interviews.
  • 30. Download our entire Recruiting Hacks Ebook: https://www.lever.co/resources/101-recruiting-hacks-to-accelerate-hiring
  • 31. Register for our 4-part webinar series: https://www.lever.co/recruiting-resources/webinars/103-recruiting-hacks-to- make-2018-your-most-productive-year-yet

Notas do Editor

  1. We know, we’re all photographers these days. Still, we promise that hiring a professional to take headshots and team photos for one day will pay off. ...And you’ll help your employees put their best foot forward on LinkedIn and other social platforms where future hires are checking them out.
  2. Use the pictures from the professional photoshoot above to portray employees in their work environment. With Lever, seamlessly build a custom page that reflects your brand and encourages candidates to apply.
  3. If you don’t have an employee nickname (like Eventbrite’s Britelings or Quora’s Quorans), poll your team to create one. Start plastering it everywhere in your office - with hashtag included - to ingrain it in employees’ minds.
  4. Don’t forget - candidates want the inside scoop.
  5. You can sign up for a free employer account on Glassdoor. Once you do, block off time on your calendar each week to respond to both the positive and negative reviews.
  6. If you haven’t yet fully defined your employee value proposition, Glassdoor reviews can be a great source of insight...
  7. ….whether that’s concerts or chess. Recruit marketing team members to walk around and help employees craft stories.
  8. Top candidates don’t just want a job that pays the bills - they crave impact… ...This will save time later in the interview process - candidates will have a more concrete, inspiring sense of what’s expected of them, and hiring managers will have thought ahead to how they can successfully onboard new hires.
  9. ….With unlimited job postings in Lever, you can write two versions of your impact description, see which delivers the most quality candidates, and stick with the most effective.
  10. Textio, for example, is a tool that teams use to write more inclusive, attractive job descriptions.
  11. Candidates don’t hear about a role or company from just one source. ...This supplements the candidate’s origin and source data to shed light on what attracts them.
  12. Identifying the characteristics of your org helps you be proactive about making changes to your org, rather than reacting to them.
  13. Take your brand out for a walk - go to events, have your engineers on the floor. Or, even better, ask them to give a talk! Introduce people in your community to your brand - host meetups and networking events, and engage with people on social media. Feed your brand - crowdsource information to fuel your brand with hashtag contests, calls for information, and employee spotlights.
  14. ...for example, our Employer Branding Program Manager sits in our Argentina office and reports to our Talent Operations leader in California. We also emphasize being mindful of other languages and cultures. We partner with our Inclusion Practice Lead and local Medallians to ensure our communications initiatives send the intended message.
  15. They bring best practices and can provide company-specific insights you won't find elsewhere. A great talent brand aligns to your product brand, and this can be only be achieved through collaboration.
  16. This is no longer a nice-to-have, by the way - a poor digital experience will lead candidates to question how forward-thinking your organization is compared to others they’re evaluating.
  17. Use bullet points to list info such as: a link to your candidate’s ATS profile, any fun or interesting facts you’ve learned through your research, why your candidate wants to switch roles, and your candidate’s potential impact on the team. This will help them give candidates a better experience.
  18. If your interview schedule includes lunch, help everyone at those long lunch tables get to know your candidate, and vice versa.
  19. Is the candidate you just reached out to not ready to switch roles? Make sure you’re top of mind when they are.
  20. In the video, be sure to feature different team members, gorgeous footage of your headquarters with the landscape around it, and mention the company benefits they have to look forward to. Everyone in the video can also address the candidate by name and tailor their message to what they’ve learned about their interests. For example, our team members will joke: “Can’t wait to challenge you in that foozball match,” if they talked about it during the interview process.
  21. Even introduce them to any team members they may not meet during their interviews.