This document discusses creative ways for employers to promote their employment brand on a budget. It provides an overview of career page optimization, selecting an applicant tracking system, writing engaging job postings, leveraging social media, encouraging employees to act as recruiters, and other low-cost promotional strategies. The presentation uses Surfline, a surf forecasting company, as an example and shows how they revamped their careers page, utilized social platforms like LinkedIn and Instagram, and engaged employees to attract over 3000 applicants and make 40 hires through their employment branding efforts. The key is to authentically represent your company's culture and values to attract top talent.

1. 1
Getting Creative: Employer Branding
on a Budget
Presented by:
Amber Costello, Director of HR at Surfline/Wavetrack
Lyla Rozelle, Customer Success Manager at Jazz

2. 2
Overview
• Career Page Overhaul
• Finding the right ATS
• Creating engaging job postings
• Leveraging social media
• Encouraging your employees to think like
recruiters
• Other creative ways to promote your employment
brand

3. 3
A little bit about me…
Director of Human Resources at Surfline/Wavetrak, Inc.
https://www.linkedin.com/in/ambercostello

4. 4
Poll time!

5. 5
What is Surfline?
• Specializes in providing live and predicted ocean weather information, editorial content, and consulting
services to consumers, businesses, and government agencies worldwide.
• Headquartered in Huntington Beach, California, we are focused on enabling our customers to pursue peak
surfing, marine, and fishing experiences through the Surfline.com, Buoyweather.com, and Fishtrack.com
brands on web and mobile platforms.
• Since 1985, Surfline has built the largest streaming coastal HD cam network and merged premier surf
forecasts and editorial talent with industry-leading technology to produce content of quality aimed at active
participants in the sports of surfing primarily, with other ocean enthusiasts such as stand-up paddle boarding,
windsurfing, bodysurfing, bodyboarding and kitesurfing utilizing the services as well.
• The Company offers paid premium subscription services on both web and mobile platforms. In addition to
paid subscriptions, the Company also offers advertising and provides a range of marketing services designed
to reach and connect with users of Surfline, Buoyweather, and Fishtrack.

6. 6
First things first: Careers Page Revamp

7. 7
Careers Page: Version Two

8. 8
Careers Page: Version Three

9. 9
Find an ATS
Jazz can help you customize your careers page and easily insert it into your
new website
Helps you keep consistent messaging and stay organized
Let’s brand our Jazz hosted page!

10. 10
Create Dynamic Job Postings
Before:
Total Snooze
Fest

11. 11
….and after!

12. 12
Utilize Social Media
LinkedIn Glassdoor Instagram

13. 13
When using social media...

14. 14
A few of
our most
liked posts

15. 15

16. 16

17. 17
“What does your
work view like?
This is ours and
we’re hiring”
Surfline Careers

18. 18
Encourage employees to keep LinkedIn Profiles up
to date!

19. 19
#workatsurfline
#surflinecareers
#surflineHQ
#surflinebeachcleanup
#surflinesunsets
#surfforlunch

20. 20
A Year in Review: Glassdoor Analytics

21. 21
Leverage your Email Auto Responses to Engage Candidates --
Automated Reply

22. 22
Leverage your Email Auto Responses to Engage Candidates --
Automated Reply

23. 23

24. 24
Timmy Awards Photo Recap…

25. 25
SUCCESS!
3000+
APPLICANTS
40 HIRES

26. 26
• Look at your Careers Page – is it “selling” the dream of working for your company?
• Are your job descriptions engaging and compelling enough for your dream candidate to apply?
• Implement an ATS that will help you automate and manage an awesome candidate experience as well as
enhance your employment branding efforts.
• Utilize social media as the authentic voice of your company, to build awareness and to attract talent!
• Educate your employees: think like recruiters, build great LinkedIn profiles, and submit reviews on
Glassdoor.
• Seek out ways to nominate your Company for awards: gain free publicity and proud employees.
• Always think outside the box – be creative and have fun with your employment branding strategy!
In Review