Your Employer Brand - COSE Presentation 2015

Your Employer Brand
Why are You the Best Place to Work? Are
You Attracting the Best Talent?

Welcome!
Your Employer Brand
Why are you the best place to work? Are you attracting
the best talent?
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@smbizconvention #smallbizcon

Learning Objectives

Learning Objectives
Today’s learning objectives:
1. Explain what an employer brand is and why it’s critical for
enterprise-wide success;
2. Identify the ingredients needed to develop a high-performing
employer brand;
3. Outline specific planning and execution steps to activating an
employer brand; and
4. Apply key performance indicators (KPIs) to measure and maintain
a high-performing employer brand.

The State of Talent

State of Talent
Unemployment is at a seven year low …
•But it’s taking 8% longer, and
•It costs 7% more to hire talent. Bersin by Deloitte, 2015
The average cost-per-hire is $4,200 with increases in the high-tech,
financial and manufacturing industries. ERE, 2015

State of Talent
Signs of a storm coming?
75%
of full-time employed workers are actively looking or open
to new job opportunities. CareerBuilder, 2015
60% of job seekers are equally or more optimistic about job
opportunities. Jobvite, 2015
of job seekers are satisfied in
their current job, but open to a
new one. Jobvite, 2015
45%

Millennials are twice as likely as 30-
somethings to leave a job after just three
years. Jobvite, 2015
State of Talent
Signs of a storm coming?
50%
of employed job seekers see their
current position as a placeholder. Jobvite, 2015
The percentage of job seekers who’ve said it’s harder to
find a job has decreased by 43% since 2012. Jobvite, 2015

State of Talent
Why they left.
LinkedIn, 2015
45%
41%
36%
36%
34%
32%
Lack of opportunities for advancement
Unsatisfied with leadership
Unsatisfied with work environment and culture
Desired more challenging work
Unsatisfied with Comp & Ben
Unsatisfied with rewards/recognition for individual
contribution

59%
54%
47%
47%
42%
39%
Strong career path; more opportunity
Better Comp & Ben
More challenging work
Better fit for skills and interest
More ability to make an impact
Belief in company's overall direction
State of Talent
Why they joined.
LinkedIn, 2015

State of Talent
Small is in: Professionals are moving to smaller
organizations.
Organizations with 5K+ ………………………………. Organizations with <500
LinkedIn, 2015

50%
49%
47%
42%
36%
54%
47%
42%
39%
34%
Better Comp & Ben
More challenging work
Ability to make an impact
Believe in company's direction
Better culture fit
People joining small organizations Global average
State of Talent
Why they joined small organizations.
LinkedIn, 2015

State of Talent
The consumerization of talent.
•Talent has more choices than ever before.
•Talent will research a new employer the same
way they research products/services.
•Talent has a heightened experience expectation.

The Targeted 24/7 Candidate

Your talent is being targeted.

State of Talent
The consumerization of talent.
If talent is behaving like consumers
when considering a career move, then
employers need to think – and act like
-- consumer marketers.

What is an Employer Brand?

Your story.
An employer brand is the story
of you as an employer.
But …

Your story.
It’s the story as told by what
your talent experiences, thinks,
feels and shares about you as a
place to work.

Your story.
Your employer brand is the
experiences of your people.

While it’s made up of many things, we see these
distinct areas of definition:
•Employer brand promise
•Employer brand attributes
•Employee value proposition
•Employer brand architecture

Employer brand promise articulates:
• Your identity as an
employer;
• showcases how you are
unique; and
• inspires action.
FYI
Over 20% of employees under the age of 30 say that
they would accept a lower paying job with a brand they
believe in. (Interbrand)

Employer brand attributes: The attributes of you as an
employer that connect people to your employer brand
promise.

Employee Value Proposition (EVP).
It’s the employment deal that is derived from the employee
experience – rewards, growth opportunities, supervisor /
leadership interactions, etc. It’s the foundation of an
organization’s reputation as a place to work.

EMPLOYER BRAND
Internal
communications
Career site and
mobile
Social media
Events
Everyday
experiences
HR policies
Employer Brand Architecture.
Your employer brand
architecture is the
design of how your
employer band
promise, attributes
and EVP are
communicated and
managed.

Why it’s important; employer brand impact.
•Lower cost-per-hire (by up to 50%)
•Reduced turnover (by up to 28%)
•More engaged workers (productivity increases up to 36%)
•Improved financial performance (up to 36%)
LinkedIn, Gallup, Lippincott

Why it’s important; employer brand impact.
Plus: Job seekers are less likely to buy from a
company …
Careerbuilder 2015
69%
if they had a bad
experience in
the interview
│65%
if they didn’t
hear back after
an interview
58%
if the employer
doesn’t respond
51%
of employers believe if a job seeker has a bad
experience that it has little negative impact on the
company (31% say no impact at all)
│

Activating an Employer Brand

TDG Workforce Communications Practice
Employer Brand Approach

Employer Brand Journey

Employee Lifecycle
Employer brand for attraction Employer brand for retention
• Social Media
• PR/Publicity
• Employees
• Customers
• Careers site
• Talent
community
• Special
events
• Corp. site
• Mobile
• EE Stories
• ATS
• Recruiters
• Hiring Mgr
• Process and
updates
• Offer
• Alignment
experience
• Collateral
• Initial
engagement
• EE comm
• Leadership
comm
• Rewards
• Engagement
drivers
• Exit interview
• Social media
• Special events

Employee Lifecycle – Segmentation
Messaging for each phase needs to be presented to each workforce
segment in ways that connect with brand promise, attributes, EVP
and drivers of engagement.

KPIs and Measurement

KPIs
For brand management endeavors, we think
measurement and alignment are essential.
•Is the overall marketing and communications
program aligned to our brand promise and
attributes?
•Are we executing the marketing and
communications program effectively?

KPIs
For employer brand management, …
•Are the employer brand messages aligned to our
authentic story as an employer?
•Are we effectively reaching and influencing our
talent audiences, internally and externally?

KPIs
Specific measures might include:
• The number of applications (increase or decrease)
• The quality and skill alignment of new candidates
• Recruitment performance (time-to-hire, cost-per-hire, etc.)
• First to third year retention
• Voluntary turnover rates
• Employee engagement levels
• External press placements
• Employer-of-Choice awards

Thank You/Closing
Please take a moment to complete your workshop survey
in your CrowdCompass app

Need more information on this topic?
N. Robert Johnson, APR
Practice Leader, Workforce Communications
216.685.4486 ▪ 216.410.5258 (mobile) ▪ nrjohnson@davidgroup.com
Employee and employer brand communication research and solutions.
Measuring employer brand strength.
DavidGroup.com

Your Employer Brand - COSE Presentation 2015

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Your Employer Brand - COSE Presentation 2015