Findly SVP Mark Hornung taps into his more than 20 years in employer branding to share the top 5 do's and don'ts that companies should consider when crafting and executing activities that support a strong employer brand.

1. 5 Do’s and Don’ts
of Employer Branding

2. This deck was originally presented during Findly’s live
webinar, “5 Do’s and Don’ts of Employer Branding”
To view the full webinar replay, please visit:
https://www.brighttalk.com/webcast/12037/136383

3. About Findly
Recruiting Re-imagined
Findly's enterprise cloud solutions uniquely incorporate lightweight and fully
integrated applications that simplify and accelerate talent acquisition.
Our suite of integrated and mobile-optimized tools support all areas of
recruiting – talent attraction and acquisition, candidate engagement and
enrichment, and hiring and onboarding.
Learn more at www.findly.com

4. Mark Hornung
SVP Employer Branding
• More than 20 Years Creating Branding
Strategies for Companies of All Sizes
• Expertise in Branding Research,
Employee Engagement and Messaging
Design
Findly.com
facebook.com/getFindly
@getFindly
About Today’s Speaker
@

5. _
Employer Brands Are About Relationships
Between employer
and employees
Employer
Potential
Past
Current
5

6. Employer Brands Are About Relationships
Between employees and
everyone they interact with
Each other Employees
Customers
Other
stakeholders
Suppliers/
vendors
Community
leaders
Investors/
analysts
6

7. Communicate your brand identity internally and externally
Employer Branding = Communicating Your Brand
Owned
Media
Client Business Units Client Talent Acquisition Client Marketing
Paid
Media
EMPLOYER
BRANDInternal
Comm’s
Print, Out of
Home Events
TV, RadioDirect (e-mail,
CRM, postal)
LinkedIn
Web (banners,
job boards)
Collateral
Talent
community
Career
Web site
7

8. Your employees are more credible than your CEO
Who Do People Find Credible?
43%
52%
62%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
CEO
Regular employee
A person like yourself
Academic or expert
Source: Edelman Trust Barometer, 2014
How credible is information about a company
from each source (2014)
8

9. 9
Your employees can be credible sources of information
Employer Branding
Client Business Units Client Talent Acquisition Client Marketing
EMPLOYER
BRAND
Earned
Media
Paid
Media
Print, Out of
Home Events
TV, Radio
Direct (e-mail,
CRM, postal)LinkedIn
Web (banners,
job boards)
Owned
Media
Internal Comm’sCollateral
Talent
community
Career
Web site
HR
PR
Review
Sites

10. #1 5 Do’s and Don’ts of Employer Branding:
DON’T confuse
your employer
brand with your
overall brand
DO understand
your existing
employer brand

11. ORGANIZATIONAL
BRAND
Mission | Vision | Values
#1: Don’t Confuse Your Employer Brand with Your
Overall Brand

12. Your employer brand exists.
Do you know what it is?
vs
12
#1: Do Understand Your Existing Employer Brand

13. Assess
13
#1: Do Understand Your Existing Employer Brand
• Qualitative Research
• Quantitative Research
• Online Reputation Monitoring
• Mystery Recruits
• Secondary Research

14. #2 5 Do’s and Don’ts of Employer Branding:
DON’T
underestimate
the power of your
employer brand
DO make sure your
employer brand is
aligned with your
overall goals

15. 15
#2: Don’t Underestimate the Power of Your
Employer Brand
Companies that deliver a differentiated EVP that integrates total
rewards and aligns with the business strategy are:
Source: Towers Watson 2012 – 2013 Talent Management and Rewards Study
5X
2X
More likely to report
their employees are
highly engaged
More likely to report
achieving financial
performance
significantly above
their peers.
Companies with high
level of employee
engagement saw a
19.2% increase in
operating income.
Companies with low
levels of employee
engagement saw a
32.7% decline in
operating income.
19.2% 32.7%

16. 16
Comes from
the employer
What value does the
employer provide
to employees
(current and potential)?
A statement
(not a paragraph)
Rewards Opportunity Work People Reputation
Facets of EVP
Succinct Authentic Aspirational Rarely for public consumption
#2: Do Make Sure Your Employer Brand is Aligned
with Your Overall Goals
Employer Value Proposition
Traits of EVP

17. 17
#2: Do Make Sure Your Employer Brand is Aligned
with Your Overall Goals

18. #3 5 Do’s and Don’ts of Employer Branding:
DON’T assume
you know what
your employees
really think
DO monitor and
measure the
strength of your
employer brand

19. Engagement scores decline with
tenure. Employees with the most
institutional knowledge care the least.
Engagement scores decline as you go
down your org chart. Consequently,
senior executives underestimate
discontent among your employees.
Engagement scores are lowest among
sales and service employees.
Engagement scores are lowest among
people directly facing your customers.
19
#3: Don’t Assume You Know What Your Employees
Really Think
Source: Markey, Rob, “The Four Secrets to Employee Engagement,” Harvard Business Review, January
2014
N = 200,000 employees in 40 companies

20. Review Sites
JOB FORUMS
Search Engines
Social MediaJob Boards & Aggregators
#3: Do Monitor and Measure the Strength of Your
Employer Brand

21. 21
#3: Do Monitor and Measure the Strength of Your
Employer Brand
Monitor interest in your employer brand compared to competitors

22. 22
#3: Do Monitor and Measure the Strength of Your
Employer Brand
Identify correlations in search activity to events
United States Web Search activity for
jobs at amazon and amazon careers (r=9.9535)

23. 23
#3: Do Monitor and Measure the Strength of Your
Employer Brand
Offline Brand Monitoring
Employee surveys
Voluntary turnover data
• Exit interviews
• Pre-emptive focus groups
Candidate / applicant volume, quality
• Percent of hires from employee referrals
• Accept : offer ratio
• Trends

24. #4 5 Do’s and Don’ts of Employer Branding:
DON’T confuse
tools with your
employer brand
DO make your
employer brand
real in your
organization

25. Think of employer brand
as architecture…
25
#4: Don’t Confuse Tools with Your Employer Brand
… and technology
as a tool
ATS
CRM
Job Distribution
Social Media
PromotionJob Boards
Career Site SEO
SEM

26. Every candidate since 2012 surveyed in real-time about their experience
• Results shared with recruiters, hiring managers
• Metrics maintained on candidate satisfaction
• Revised job descriptions
• Changes to out of town candidates’ travel arrangements
CapitalOne “walks the talk”
Every candidate is potential cardholder.
“
“
26
#4: Do Make Your Employer Brand Real in Your
Organization

27. Zappos gets 31,000 resumes annually for
call center representatives…
• They personally contact every applicant…
• They only hire 300
They consider two attributes:
• Hard skills = 50%
• Culture fit = 50%
27
#4: Do Make Your Employer Brand Real in Your
Organization
Zappos Eliminates Job Postings

28. #5 5 Do’s and Don’ts of Employer Branding:
DON’T think of
your employer
branding as a
discrete project
DO communicate
your employer
brand continuously

29. Customer Feedback
Executive Character
and Voice
General Internal
Communications Channels
Supervisor Relationship
and Voice
Reporting Policies
and Procedures
Tools, Support and
Task Training
Physical Environment
and Visuals
Career
Development, Growth
External Communication,
Recruitment
Work/Life
Balance
Rewards and
Recognition
Compensation
and Benefits
Diversity,
Culture
Employer Brand Touchpoints
29
#5: Don’t Think of Your Employer Branding as a
Discrete Project

30. Make someone responsible for it Make someone accountable for it
Provide the resources required to accomplish your goals:
people, money and time
30
#5: Don’t Think of Your Employer Branding as a
Discrete Project
Manage your employer brand

31. 31
#5: Do Communicate Your Employer Brand
Continuously
The Engagement Loop
Ongoing
Exposure
Initial
Consideration
Set
Commit
Trigger
Ongoing
Exposure
Evaluation

32. Mobile
Mobile
Online
Online
TV
TV
Radio
Radio
Print
Print
Other
Other
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2010
2014
Share of time spent per day by Media
Source: eMarketer, 2014
29.6% Digital
47.1% Digital
32
#5: Do Communicate Your Employer Brand
Continuously

33. 33
DON’TS
• Confuse Your Employer Brand
with Your Overall Brand
• Underestimate the Power of Your
Employer Brand
• Assume You Know What
Employees Really Think
• Confuse Tools with Your Employer
Brand
• Think of Your Employer Branding
as a Discrete Project
DO’S
 Understand Your Existing
Employer Brand
 Make Sure Your Employer Brand
is Aligned with Your Overall Goals
 Monitor and Measure the Strength
of your Employer Brand
 Make Your Employer Brand Real
in Your Organization
 Communicate Your Employer
Brand Continuously
x
x
x
x
x
5 Do’s and Don’ts of Employer Branding

34. Findly.com
facebook.com/getFindly
THANK YOU!
@ @getFindly
sales@findly.com

35. Q&A