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The Business Case for
EMPLOYER BRANDING
Featured Speakers
Lauren Wright
Head of Global
Business Expansion
Glassdoor
Karen Parsons
Strategic Account Director
LHH
What is an employer brand?
An organisation’s reputation as an employer
An organisation’s reputation as an employer
What impacts a strong employer brand
Top 5:
1 Quality of Candidates
2 Quantity of Candidates
3 Share of Market
4 Diversity...
STRONG
EMPLOYER BRAND
High Brand Awareness
Retention
More Job Offers Accepted
Revenue Goes Up
More Quality Applicants
Lowe...
So why are we here?
Satisfied
employees tell
three friends…
Angry
employees
tell 3,000 or
more.
“In prior generations, you...
would not take a job with a company
that had a bad reputation, even if they
were unemployed!
69%
Source: Allegis Group Ser...
Employment brand messages
3 Most Influential:
1
COMPETITIVELY
POSITIONED
They make clear comparisons with
other organisati...
How does your online presence
impact your employer brand?
+
Hiring
Manager
Recruiter
Career
Page
Hiring
Manager
Recruiter
Career
Page
TodayYesterday
Employers
Perspective
Employers...
Today’s candidates’ decision process
61%
job seekers in US
use Glassdoor when
searching for jobs
Pros
Good training for
new consultants
Hard role with very
lon...
Candidates’ journey
These candidates really
want to work for you!
Reputation
How to Measure:
Start managing your reputation
across social channels
Measure: understanding your brand and reputation
Brand Awareness
Company Reputation Employee Sentiment
Your
Company
Compet...
Most job seekers read 4-7 reviews
before forming an opinion
of a company
Source: Glassdoor Site Survey, October 2013
70% of employees
say they are ‘OK’ or ‘Satisfied’
with their jobs and companies
3.2 average
site-wide company ranking
68% ...
Tell your story
Step 1: Get involved today and claim your profile
1
Step 2: use online resources & content
2
Step 3: embrace transparency — OpenCompany
• Launched in April 2014
• 100+ employers have achieved OpenCompany status
• 13...
LHH Alumni Promoter System (APS)
ROI
increase in the quality
of the candidate pool54%
According to a 2014 CEB report
Employers that invested in employer brandi...
Sources:
*Bersin by Deloitte, November, 2011
**Employer Branding Global Trends Study Report, May 2014
Cost savings from em...
Get started
Action Plan
Tell your employer
story with dynamic
branded content
Add company
photos and videos
Share company
updates with...
Analyse structured
& unstructured data
Understand. Develop. Deploy…talent
UNDERSTAND DEVELOP DEPLOY
Measure Alumni
sentime...
Questions?
Leveraging Your Employer Brand to Attract Great Talent
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Learn more about employer branding in our Dummies book: http://gldr.co/EmployerBrandingFD

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Leveraging Your Employer Brand to Attract Great Talent

  1. The Business Case for EMPLOYER BRANDING
  2. Featured Speakers Lauren Wright Head of Global Business Expansion Glassdoor Karen Parsons Strategic Account Director LHH
  3. What is an employer brand?
  4. An organisation’s reputation as an employer
  5. An organisation’s reputation as an employer
  6. What impacts a strong employer brand Top 5: 1 Quality of Candidates 2 Quantity of Candidates 3 Share of Market 4 Diversity of Candidates 5 Operational Performance
  7. STRONG EMPLOYER BRAND High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applicants Lower Cost-Per-Hire Higher Number of Referrals POOR EMPLOYER BRAND Low Brand Awareness Attrition Declined Offers Low Productivity Long time-to-hire High Cost-Per-Hire Poor Referral Programmes vs.
  8. So why are we here? Satisfied employees tell three friends… Angry employees tell 3,000 or more. “In prior generations, you get married and you start a career and you do that immediately. What young people today are seeing is that approach has led to divorces, to people unhappy with their careers ... The majority want to get married [...] they just want to do it right the first time, the same thing with their careers”
  9. would not take a job with a company that had a bad reputation, even if they were unemployed! 69% Source: Allegis Group Services Study, August 2012 (1,010 US Workers) 30% Say organisations rarely or never promote internal networking. 40% Say organisations rarely or never provide career planning and development. Source: LHH Talent Mobility Research Report 2015 Source: LHH Talent Mobility Research Report 2015
  10. Employment brand messages 3 Most Influential: 1 COMPETITIVELY POSITIONED They make clear comparisons with other organisations, either to differentiate or associate with them. 2 EMOTIONALLY RESONANT They connect applicants’ personal roles with the broader purpose or mission of the organisation. 3 DRIVING REFLECTION RELATED TO FIT They coach applicants to reconsider their fit with industry, organisation or role.
  11. How does your online presence impact your employer brand?
  12. + Hiring Manager Recruiter Career Page Hiring Manager Recruiter Career Page TodayYesterday Employers Perspective Employers Perspective Candidates Rely on Both Peers and Employer Insight Candidates Rely on Employers Insight Only The decision making process has changed
  13. Today’s candidates’ decision process
  14. 61% job seekers in US use Glassdoor when searching for jobs Pros Good training for new consultants Hard role with very long hours Cons Company Benefits Annual Leave “Very good. You can also buy more holidays.” Interview Questions Recruitment Consultant “Want to see what you’re like working with a group…and your real personality.” Salary Business Analyst £40k (1.1k Salaries) 388 Reviews 96% Approve Reviews 4.2 “Fantastic company to work for” Candidates are hungry for information COMPANY ABC
  15. Candidates’ journey These candidates really want to work for you!
  16. Reputation How to Measure: Start managing your reputation across social channels
  17. Measure: understanding your brand and reputation Brand Awareness Company Reputation Employee Sentiment Your Company Competitor No. 1 Competitor No. 2 Your Company Competitor No. 2Competitor No. 1 94.9% 97.3% 46.8%
  18. Most job seekers read 4-7 reviews before forming an opinion of a company Source: Glassdoor Site Survey, October 2013
  19. 70% of employees say they are ‘OK’ or ‘Satisfied’ with their jobs and companies 3.2 average site-wide company ranking 68% average site-wide CEO approval rating 60% of reviews are from current employees Sources: Glassdoor User Survey 2014 A look at the numbers…
  20. Tell your story
  21. Step 1: Get involved today and claim your profile 1
  22. Step 2: use online resources & content 2
  23. Step 3: embrace transparency — OpenCompany • Launched in April 2014 • 100+ employers have achieved OpenCompany status • 13,861 Photos, Reviews, Company Descriptions contributed since launch 2
  24. LHH Alumni Promoter System (APS)
  25. ROI
  26. increase in the quality of the candidate pool54% According to a 2014 CEB report Employers that invested in employer branding reported…
  27. Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014 Cost savings from employer branding Example:
  28. Get started
  29. Action Plan Tell your employer story with dynamic branded content Add company photos and videos Share company updates with candidates Integrate social media Promote your jobs with a direct feed from your career site Highlight company perks and benefits
  30. Analyse structured & unstructured data Understand. Develop. Deploy…talent UNDERSTAND DEVELOP DEPLOY Measure Alumni sentiment Conclusions & recommendations for action
  31. Questions?
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Learn more about employer branding in our Dummies book: http://gldr.co/EmployerBrandingFD

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