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Employer branding 2.0: Where do we go from here? | Talent Connect 2016

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Stacy Zapar, Tenfold

Employer Branding has become an integral part of the Talent Acquisition conversation in recent years. And we've evolved by leaps and bounds. But where do we still have room to grow? What's the next step in this evolution? How do we bridge the gap between consumer brand and employer brand? How do we get away from “employer blanding” to truly unique content and messaging that differentiates and helps candidates self-select? What are forward-thinking companies doing now to share content that's more transparent and authentic, rather than sugar-coated sunshine and rainbows? Hear Stacy's predictions and recommendations for the next wave in the Employer Brand evolution so you can start taking steps now to be ready for what's next.

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Publicada em: Recrutamento e RH
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Employer branding 2.0: Where do we go from here? | Talent Connect 2016

  1. 1. MY STORY… IN UNDER A MINUTE
  2. 2. CONSULTING & TRAINING
  3. 3. 160K+ 40K+
  4. 4. 01 Employer Branding Today: How Far We’ve Come TODAY’S AGENDA 02 Where Do We Still Have Room to Grow? 03 Employer Branding 2.0: Where Do We Go From Here?
  5. 5. EMPLOYER BRANDING TODAY: HOW FAR WE’VE COME 01
  6. 6. WE’VE COME A LONG WAY, BABY! • “Employer Branding” first coined in ‘90s • In 2003, only 61% awareness of the term within HR (and 41% outside of it) • EB roles have increased 5X in past 10 years, 2X in the past 5 years and another 50% in the past 3 years! https://en.wikipedia.org/wiki/Employer_branding Talent Brand “Mix & Mingle” event at LinkedIn Talent Connect 2016
  7. 7. CONTENT / EMPLOYEE STORYTELLING
  8. 8. WE’RE PEELING BACK THE CURTAINS • Embracing transparency • Sharing insights pre-apply • “Can I see myself working at this company?”
  9. 9. PR / Awards Marketing / Corporate Blog Earnings Announcements Job Postings Corp Social Responsibility Company Benefits CONTENT THEN
  10. 10. TEXT Employee Spotlights Employee Storytelling Office Environment Company Events Company Culture The Work Being Done Unique Perks & Benefits EVP / Core Values Meet the Team Humor / Elements of Fun Social Causes CONTENT NOW Customer Advocacy
  11. 11. EMPLOYEE STORYTELLING CREATIVE / BRANDED CAMPAIGNS
  12. 12. EXPANDING OUR HORIZONS
  13. 13. VARIED SOCIAL CHANNELS
  14. 14. BLOGGING / CONTENT MARKETING
  15. 15. ENGAGING CAREERS PAGES
  16. 16. VIDEO CONTENT
  17. 17. STREAMING / LIVE VIDEO
  18. 18. BRANDED JOB POSTINGS / LANDING PAGES
  19. 19. TWEETCHATS / PODCASTS / HANGOUTS ON AIR
  20. 20. EMBRACING TRANSPARENCY
  21. 21. EMBRACING TRANSPARENCY
  22. 22. A SEAT AT THE TABLE
  23. 23. LINKEDIN SURVEYED 4000 HR LEADERS https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
  24. 24. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf HR LEADERSHIP RECOGNIZES IMPORTANCE OF EB
  25. 25. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf IF YOU HAD UNLIMITED BUDGET, WHERE WOULD YOU INVEST?
  26. 26. https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding 60% of CEOs surveyed said that Employer Brand responsibility lies with the CEO. Harvard Business Review (And 40% of Marketing leaders agreed.)
  27. 27. EMBRACING THE SHARING ECONOMY
  28. 28. UNCONFERENCES / FACEBOOK GROUPS / #HROS
  29. 29. WHERE DO WE STILL HAVE ROOM TO GROW? 02
  30. 30. MORE DATA-DRIVEN
  31. 31. DATA-DRIVEN EB • No more EB for EB’s sake • Not just about vanity metrics • Conversion. ROI. Business Impact.
  32. 32. WHAT SHOULD WE MEASURE? • Depends on YOUR specific recruiting challenges, EB goals and business needs • “Show me what you measure and I’ll show you what you care about.”
  33. 33. Cost per hire Apply to submit ratio Careers page traffic Time to fill Quality of applicants Quantity of applicants Careers page bounce rate Quality of hire Employee surveys Retention rates WAYS TO MEASURE ROI
  34. 34. WHY DO INSIGHTS MATTER? • EB should be impacting the business • You can’t fix what you don’t understand • Affects future budgets and resources
  35. 35. SO HOW DO WE GET THERE?
  36. 36. USE TOOLS AT YOUR DISPOSAL • Google Analytics • ATS / CRM • Social Analytics • Online Ratings / Reviews • Employee Surveys • Candidate Experience Awards
  37. 37. DEVELOP PERSONAS • Know your target audience • Speak to your target audience • Engage your target audience
  38. 38. TIE EB GOALS TO RECRUITING CHALLENGES • What are our recruiting challenges? • What do you hope to solve? • Determine EB goals based on those challenges • Benchmark, measure, adjust
  39. 39. CONVERGENCE OF EB / CORPORATE BRAND
  40. 40. Branding is a promise to your customer. Employer branding is a promise to your current and future employees. Kathryn Minshew @kmin
  41. 41. TWO SIDES OF THE SAME COIN • EB often operates as a side show; it’s time to recognize that it’s all one brand • EB impacts corporate brand and vice versa… one hand feeds the other • Two different audiences, but great content can often work for both
  42. 42. http://universumglobal.com/insights/consumer-versus-employer-brand/ THE CONNECTION IS GROWING
  43. 43. BUT WE AREN’T THERE YET http://universumglobal.com/insights/consumer-versus-employer-brand/
  44. 44. CANDIDATES ARE CUSTOMERS & CUSTOMERS ARE CANDIDATES • There’s a 75% overlap between Zappos’ customer database and their ATS… Starbucks is at 85%. • “Candimers” and “custidates” • We’re speaking to the same people, just in different contexts • A bad experience with your company can impact both consumer / candidate interest https://www.icims.com/hiring-insights/for-employers/article-the-cost-of-a-bad-candidate-experience-how-to-avoid-it
  45. 45. BOTH BRANDS SUPPORT EACH OTHER • Employee spotlights & storytelling are great vehicles for boosting corporate brand • Great EB content humanizes the corporate brand • Boosting one brand automatically helps the other
  46. 46. DIRECT OVERLAP BETWEEN EB & BRAND VALUE http://www.millwardbrown.com/brandz/top-global-brands/2016http://https://www.linkedin.com/pulse/behind-top-attractors-how we-discovered-worlds-best-hirers-roth
  47. 47. http://www.lippincott.com/files/documents/news/Perspective_Align_Your_Consumer_and_Talent_Brand_LinkedIn.pdf ALIGNED BRANDING DRIVES BUSINESS RESULTS
  48. 48. EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND
  49. 49. EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND
  50. 50. CONSUMER ADVERTISING MEETS EMPLOYER BRANDING
  51. 51. EMPLOYEE STORYTELLING BOOSTS CORPORATE BRAND
  52. 52. HOW TO DEVELOP A UNIFIED BRAND STRATEGY • Partner more closely with Marketing to develop an aligned brand strategy • Unify messaging and convey many of the same values and promises • Develop and repurpose content that works for both audiences • Use data to derive insights and show EB impact on corporate brand
  53. 53. THINK & ACT MORE LIKE MARKETERS
  54. 54. IT’S TIME TO GROW AS MARKETERS • What are current trends in consumer marketing today? What does today’s consumer expect? • Candidates are consumers and we must market to them as such • Time to put on our marketing hats and raise the bar
  55. 55. TRENDS IN CONSUMER MARKETING • Great content marketing • Mobile marketing • Data-driven marketing • Relationship management & brand loyalty
  56. 56. CONTENT IS (STILL) KING • Advocacy marketing & storytelling • Influencer marketing • User-generated content • Video content
  57. 57. Great content makes people want to share, care or swear. Sarah Evans, FAVES + CO @PRSarahEvans
  58. 58. ADVOCACY MARKETING & EMPLOYEE STORYTELLING • “If you want your content to be great, ask your community to participate.” - Lee Odden • Share the stories of your employees… the work they’re doing, their journeys, their perspectives • Humanize your brand
  59. 59. INFLUENCER MARKETING • Leverage employees who are influencers in their space (or should be) • Give them a platform to share what they know • Show future employees that they’ll be working with the best and the brightest
  60. 60. ADVOCACY MARKETING / USER-GENERATED CONTENT • Let your employees, customers and candidates speak for you • Allow the voices of your fans spread their own message and boost your brand • How does this translate to EB and recruiting?
  61. 61. USER GENERATED CONTENT: VIDEO COVER LETTERS
  62. 62. VIDEO CONTENT • Video is everywhere and dominating as the content format of choice for marketers • In 2015, adults spent an average of 1 hr 16 min daily watching digital video • By 2019, video will account for 80% of online consumer traffic http://www.slideshare.net/tuananguyen716/forecasting-digital-in-2016
  63. 63. WORLD-CLASS EMPLOYER BRANDING VIDEO
  64. 64. MAINSTREAM EB ADVERTISING (WE’VE ARRIVED!)
  65. 65. MOBILE RECRUITING • 90% of jobseekers use their mobile to job search • 90% of Fortune 500 career sites do not yet have a mobile apply option • “Pinch and zoom” is not a mobile strategy http://www.wepow.com/top-10-recruiting-stats-you-should-know-in-2016/ http://www.blogging4jobs.com/social-media/5-mobile-recruiting-myths-in-2 016/#y7FVh4deqoo4b7VG.97
  66. 66. RELATIONSHIP MGMT & BRAND LOYALTY • Push for long-term relationships, not transactional, one-time experiences • Build your brand, drive loyalty and market to them appropriately • Not a fit today doesn’t mean they won’t be tomorrow… or know someone who is
  67. 67. WHY UP OUR MARKETING GAME? • Candidates are consumers and expectations are high • To attract the very best talent, we need to market to them appropriately • Better branding leads to better results
  68. 68. ONLY 1 IN 3 EB TEAMS PARTNER WITH MARKETING https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
  69. 69. WHY ALIGN WITH MARKETING? • Access to resources, tools, budgets • Seat at the table, not just a side show act • Expand and grow as marketers
  70. 70. HOW TO THINK & ACT MORE LIKE MARKETERS • Collaborate with Marketing, consider reporting up to CMO • Hire marketers onto EB team • Understand Marketing’s brand strategy and follow brand guidelines • Share strategies, editorial calendars, social channels, project management tools, etc.
  71. 71. EMPLOYER BRANDING 2.0: WHERE DO WE GO FROM HERE? 03
  72. 72. MY THOUGHTS, RECOMMENDATIONS & PREDICTIONS
  73. 73. RADICAL TRANSPARENCY
  74. 74. LESS SUNSHINE, RAINBOWS & UNICORNS
  75. 75. NO MORE EMPLOYER “BLANDING" • Truly differentiated content • A goal of true transparency rather than only highlighting positives • Real insights that help candidates make informed decisions
  76. 76. “ ”THIS IS MY ACME. I AM ACME. WHAT’S GOOD / WHAT’S CHALLENGING WHAT I LOVE / WHAT’S HARD FAVORITE PROJECT / TOUGHEST PROJECT WHO WILL BE SUCCESSFUL HERE / WHO MIGHT NOT BE TRANSPARENT BRANDING. TRULY AUTHENTIC.
  77. 77. WHY RADICAL TRANSPARENCY? • Want to attract the right people, not more people • Drives self-selection • Snapchat culture: authenticity is raw & real, not perfect & sanitized • Embrace imperfection & keep it real
  78. 78. HOW CAN WE ACHIEVE BETTER TRANSPARENCY? • Own the culture you have* and push it out (good and bad) • “Meet the Team” spotlights on careers page & job postings • Employee takeovers on social channels • Encourage social sharing by employees
  79. 79. EMBRACE YOUR DIFFERENTIATORS & IMPERFECTIONS
  80. 80. LO-RES VIDEO: EMBRACING TRANSPARENCY
  81. 81. “EMPLOYEE” BRANDING
  82. 82. BUBBLE-UP “EMPLOYEE” BRANDING • Instead of top down branding, work from the bottom up • Have content bubble up from employees rather than always being pushed down by central team • Relinquish some editorial control
  83. 83. BUBBLE-UP “EMPLOYEE” BRANDING • EB through Personal Branding… build and reshape your brand through your employees • Empower employees to become experts and influencers in their field • Encourage them to share and let their voices shape the brand
  84. 84. INNOVATORS IN ”EMPLOYEE” BRANDING • These companies are evangelizing and amplifying their employer brand through Recruiter Branding • Training recruiters to develop and strengthen their personal brand and boost the overall employer brand • Engaging hiring teams as well… collaborating, encouraging social sharing, telling their stories
  85. 85. Great talent isn’t attracted to mediocre recruiters. Wade Burgess, LinkedIn @WadeBurgess
  86. 86. WHY “EMPLOYEE” BRANDING? • “Employee Branding” spotlights the people behind the products & services your customers know and love • Humanizes the brand… think Honey Bunches of Oats
  87. 87. 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 VIRALITY & TRUST • 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
  88. 88. ENCOURAGES EMPLOYEE ADOPTION & ENGAGEMENT • Gives employees a personal incentive to share • No more begging and hoping employees share and engage • Gives them a “WIFFM”
  89. 89. REFERRAL MARKETING • Don’t have a “big name” brand? No prob! Market to prospects in your own back yard • Employee Branding supports referral marketing - targeting people your employees already know • Each like, comment & share reaches your target audience
  90. 90. HOW DO WE GET THERE? • Get buy-in from above. Create a business case. • Give employees a forum where they can share. “If you build it, they will come.” • Create a branded hashtag to unify content across channels
  91. 91. TIPS FOR “EMPLOYEE” BRANDING SUCCESS • Train employees on social, personal branding, EB strategy • Give them tools and resources to succeed • Celebrate wins • Embrace change. Take calculated risks. That’s where the big wins happen!
  92. 92. “The best way to predict the future is to create it.” - Peter Drucker

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