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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 of Candidates
5 Operational Performance
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.
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”
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
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.
How does your online presence
impact your employer brand?
+
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
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
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
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
Competitor No. 1 Competitor No. 2
Your Company Competitor No. 2Competitor No. 1
94.9% 97.3% 46.8%
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% average
site-wide CEO approval rating
60% of reviews
are from current employees
Sources: Glassdoor User Survey 2014
A look at the numbers…
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
• 13,861 Photos, Reviews, Company Descriptions contributed since launch
2
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 branding reported…
Sources:
*Bersin by Deloitte, November, 2011
**Employer Branding Global Trends Study Report, May 2014
Cost savings from employer branding
Example:
Get started
Leveraging Your Employer Brand to Attract Great Talent
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
Analyse structured
& unstructured data
Understand. Develop. Deploy…talent
UNDERSTAND DEVELOP DEPLOY
Measure Alumni
sentiment
Conclusions &
recommendations for action
Questions?

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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?
  • 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
  • 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…
  • 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:
  • 30. 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
  • 31. Analyse structured & unstructured data Understand. Develop. Deploy…talent UNDERSTAND DEVELOP DEPLOY Measure Alumni sentiment Conclusions & recommendations for action

Notas del editor

  1. An employer brand is an organization’s reputation as an employer. -The term was first used in the early 90s and has become adopted by the global recruitment and talent management communities because it’s an important piece of the entire recruitment landscape. And employer branding is not just for big brands! Smaller brands too – focus on getting a better reputation and more brand recognition. -But also as a big brand you can wind up getting hurt if you set it and forget it. - You must continue to nurture your brand or else it can wind up becoming stale to those younger generations coming through that may be interested in different things in their careers.
  2. An employer brand is an organization’s reputation as an employer. -The term was first used in the early 90s and has become adopted by the global recruitment and talent management communities because it’s an important piece of the entire recruitment landscape. And employer branding is not just for big brands! Smaller brands too – focus on getting a better reputation and more brand recognition. -But also as a big brand you can wind up getting hurt if you set it and forget it. - You must continue to nurture your brand or else it can wind up becoming stale to those younger generations coming through that may be interested in different things in their careers.
  3. Poll the audience first! On the screen you see the top 5 impacts to a strong employer brand. These are important KPI’s to measure yourself against as you’re developing an employer branding strategy. So, The good news is that 89% of job seekers say they find the employer perspective important when researching jobs and companies, (according to a new survey out from Glassdoor today.) Good news for you as an employer. They don’t just care about what employees are saying– they want to hear from your side as well. However, the not so good news is this information isn’t enough. Your careers site likely doesn’t have all the information they need. So job seekers now want to hear from hiring managers and recruiters, but they want to gain useful information that will help them determine if your company is the right fit. So what impacts a strong employer brand? -Quality of Candidates – good KPI to mesure yourself on -Quantity of Candidates – am I getting more candidates now? Share of Market- Is my brand attracting more top talent than the competition? Are you getting more applicants? Diversity of Candidates – am I limiting myself to the talent I’m attracting? Can I get different types of people? Operational performance – are these candidates performing better as they come in? Is our overall company performing better?
  4. Break this down even further. Read them out. Another tool I’d like to point out is that you can also filter on Glassdoor under the Interview tab in the Employer Center by Declined offers. This can really help gain insight into why positions might be declined and why.
  5. There has been a shift in control from organisations to individuals. In today’s competitive multi-generational and digital employee marketplace, employees now have the power with access to multiple data platforms and a more global and flexible job market. It is critical for organisations to create a unique bond between them and their employees, and to ensure leaders are the guardians for the bond. If the bond is broken, organisations fail to attract and retain people and deliver on their business goals.
  6. 69% would not take a job with a company that had a bad reputation, even if they were unemployed!  84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation. And most in $75-100K salary range would only require a 1-10% salary increase to consider such a move (Allegis Group Services Study, Aug 2012: 1,010 US workers) Job applicants have access to more information about potential employers than ever before. Candidates can now weigh their options, comparing benefits and salary, and decide which opportunity and employer are right for them. It’s as much about the candidate interviewing you nowadays as you are them. Now when top talent comes in for an interview, you can think about why this company is a best fit for them, Maybe do research on what company they came from and let them know how your company is better in those areas. I’m not sure if some of you on the line are aware, but HubSpot has an amazing culture code that they developed and I read it recently. In there they say that “Culture is to recruiting as product is to marketing” Customers are attracted by product. Your talent is attracted to great culture. This is very true when you’re thinking of developing your employer brand or trying to sell it to key stakeholders. *Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
  7. This was kind of an interesting slide. I saw this recently from CEB. They announced the 3 Most Influential Employment Brand Messages – by CEB Analyisis of 110+ organizations and nearly 5,000 labor market participants finds that consultative employment brand messages—ones that challenge applicants’ thinking and allow them to make better career decisions—are more influential than ones that are merely authentic, raising your applicant quality by almost 20%. This is obviously a little more of an investment in time and resources, but might be worth it in the end. Compare yourself to other orgs. Differentiate yourself clearly Emotionally resonate with candidates – connect people’s roles with the mission of the company Driving reflection related to fit in that industry/position etc. Sometimes it’s just tweaking the job description where you’ll see higher engagement. It’s really all about how you’re messaging yourself These seem to be pretty on par and great to look at today.
  8. Script ------- So why do two thirds of your candidates visit Glassdoor? The simple answer is that the way candidates make decisions has fundamentally changed. In the past, the only insight candidates could get was from corporate career pages, recruiters and hiring managers. Today, information and insight is more accessible from peer reviews and social networks. This is no different to booking a hotel using trip advisor, or buying a TV on Amazon.com, reviews and ratings is how consumers make decisions. For job seekers, its no exception. They’re able to research what its actually like to work for an employer before they apply for a job. An employer brand today is therefore a combination of the employers perspective, and the perspective of peers who are researching companies every day on places like Glassdoor. Q. Which of these social media channels do you use for Employer Branding? Objective of Slide -------------------- Prove to employers that the way job seekers make decisions has fundamentally changed.
  9. Please take out the US and we need the updated figure. Its not 61%
  10. Let’s take another look at reputation. If you don’t manage your reputation, someone else will write the story for you. How can you measure? If your rating is below the 3.2 average on Glassdoor, the time is now to start managing your reputation. And, if your ratings are 3.2 or above, be sure to highlight your company attributes to potential candidates. Not the time to kick up your feet and think you’r done though. Remember: Branding is not a set it and forget it strategy. Even if you have a great rating today, you need to constantly be on top of it to ensure you are reaching the talent that you want to be, and also keeping top talent engaged and productive. I was on a webinar recently, and the next generation of talent – Gen Z – is more interested in comp than career growth rahter than millenials. Really important that you’r constantly aware of the talent coming thru the ranks and who you’re trying to target. Make sure you’r putting content that appeals to them. This pertains across department too – if you’re attracting engineers vs. sales make sure you’re feeding them the correct messages.
  11. Another stat up on the screen. Most job seekers read 4-7 reviews before forming an opinion of a company – this is from a GD site survey in Oct. 2013 Typically what we see with our employers on Glassdoor (this is why I tell everyone to measure traffic to all different channels) Glassdoor traffic tends to be pretty high When you type in those searches of ‘working at a company’ or ‘salaries at a company’. You know, a lot of them are comging to Glassdoor – we also have benefits info, salary. They want to hear from you too– if you aren’t responding to reviews, sharing your message it’s really easy and can be done for free and engage with candidates. Chances are if that candidate can’t find that message they won’t have the info they need to make a balanced decision about your organization. You aren’t just responding to the person who wrote the review. You’re responding to the 100s/1,000s of people who might be reading that review in order to form an opinoin of your company. So respdoning to reviews can be a great way to improve your employer brand. Responding to both positive and negative reviews can be a great way to get your message out there. 69% of candidtates perception improved when you respond to a review.
  12. Why invest in your employer brand? -According to a 2014 CEB report, employers that invested in employer branding reported a 54% increase in the quality of their talent pool. -The first thing a candidate does before they apply to a company is research what it’s like to work there. I know I did this with the different companies I worked for and especially right after I exited college. Going to research you anyway to see what you do, can research what it’s like to work there too. I recommend doing some google searches and put yourself in the candidates shoes. See what comes up and see how candidates are actually consuming the info that’s out their on your company. Are you attracting the types of people you’d want to come work for you?
  13. These are just some numbers you can take to management and say this is what we can save and invest elsewhere once we get our employer brand up and running. Sources: *Bersin by Deloitte, November, 2011 **Employer Branding Global Trends Study Report, May 2014
  14. Mike: Easy way to get started with Glassdoor as an employer is sign up for a free employer account. Able to see basic analytics and respond to reviews. Detailed analytics are available with our Enhanced Profile and you’ll get access to the reputation scorecard, word cloud and drill down features.
  15. Mike: And with that we’ll take your questions via the chat box? Danielle who’s up first?