What your employees say publicly and privately totally impacts your ability to attract the best talent… but if you’ve tried to control what employees say, you’ve likely discovered that trying to keep people “on brand” by pushing generic, push-button messaging—as if their social profiles were property of the marketing department—creates more problems than it solves. Among the litany of issues: people don’t understand what’s expected of them, engagement rates spike and then fall, you end up having to write a ton of formal content and still end up chasing employees’ anonymous reviews. So how DO you unleash the power of your employees for recruiting? In this webinar, you’ll learn how to: Collaborate with employees to create and share original, branded content Help control-happy executives to understand how employee co-creation is risk mitigation, not risk taking Apply the marketing principle of mass customization to create a flexible Employer Brand that appeals to different employee segments It's time to break away from soulless, bad corporate practice and REALLY get your employees engaged in recruiting. Tune in and get ready to take notes!

1. The 1 Trick for Engaging
Employees in Recruiting
(Can You Handle It?!)

2. Leela Srinivasan
CMO
Lever
Phone lines are muted -
please use the questions
section to ‘ask Brand Amper’
$100 Amazon Gift Card for
the most useful tweet
Use #BAStory
@BrandAmper
@Lever

3. Jason Seiden
Chief Executive Officer
@seiden
Lisa Cervenka
Chief Branding Officer
@BrandNRD

4. #BAStory
Agenda
• The secret!

5. #BAStory
Agenda
• The secret!
• Employer Brand vs. Consumer Brand

6. #BAStory
Agenda
• The secret!
• Employer Brand vs. Consumer Brand
• Q&A with @BrandNRD

7. #BAStory
Agenda
• The secret!
• Employer Brand vs. Consumer Brand
• Q&A with @BrandNRD
• Lever example & other case studies

8. #BAStory
Agenda
• The secret!
• Employer Brand vs. Consumer Brand
• Q&A with @BrandNRD
• Lever example & other case studies
• Brand crushes

9. #BAStory
Agenda
• The secret!
• Employer Brand vs. Consumer Brand
• Q&A with @BrandNRD
• Lever example & other case studies
• Brand crushes
• The marketing recruiters need to know (but don’t)

10. #BAStory
Agenda
• The secret!
• Employer Brand vs. Consumer Brand
• Q&A with @BrandNRD
• Lever example & other case studies
• Brand crushes
• The marketing recruiters need to know (but don’t)
• @BrandNRD & @seiden take your questions

11. #BAStory
What’s the secret to
getting employees to
help me recruit?

12. #BAStory
“on brand”br

13. #BAStory
Consumer branding
focuses on brand
compliance, why won’t
that work here?

14. #BAStory
Crowdsource the brand!

15. #BAStory
This is the first company I've found where
values like "caring" and "humility" are
advocated and exemplified by our top
leadership. They encourage me to take up to
three days each year to give back and
volunteer in my community. They've also been
willing to invest in me, help me build my
career and try new things. Who else does all
that these days? No company is perfect, but it's
really good over here.

16. #BAStory
29%of participants opted
to become advocates
120%of participant stories included brand
messaging (some stories included
multiple messages)

17. #BAStory
Seems risky… What if
employees don’t want
to collaborate?

18. #BAStory
employee > co.Focus

19. #BAStory
employee > co.
give > ask
Focus
Process

20. #BAStory
employee > co.
give > ask
adult > child
Focus
Process
Trust

21. #BAStory
employee > co.
give > ask
adult > child
custom > standard
Focus
Process
Trust
Message

22. #BAStory

23. #BAStory
Want advocacy?
Let them advocate.

24. #BAStory
Where do peoples’
stories go?

25. #BAStory

26. #BAStory
What I love about Lever is that it's a
design-driven company. User
empathy is a core part of our DNA - in
fact, Lever's first 6 months of
existence were devoted to user
research. To this day, we spend a lot
of time with our customers, and we
put their needs at the heart of every
decision we make.
Product & Eng Go-to-market
Segmenting & Targeting
I came to Lever because we are fixing
some of the biggest challenges in one
of the most critical functions in any
organization - recruiting. Companies
literally win and lose based on their
talent, and Lever is reinventing the
way they tackle hiring.

27. #BAStory

28. #BAStory

29. #BAStory

30. #BAStory
Professional
Development
Identify Brand
Leaders
Real-time Brand
Equity Insights
Internal
Networking
Internal
Communications
Sales
Training
New Employee
On-boarding
Employees
Stories
Job
Description Influence Social
Activity
Targeted Hiring
Campaigns
Other
Use
Cases

31. #BAStory
The ROI of
consistency > compliance
1
3
the
cost
1
10
the
time

32. #BAStory
What are a few of
your favorite
Employer Brands?

33. #BAStory

34. #BAStory

35. #BAStory

36. #BAStory

37. #BAStory

38. #BAStory
Banish “on brand.” Focus on consistency, not
compliance.

39. #BAStory
Banish “on brand.” Focus on consistency, not
compliance.
Crowdsource the EB from employees. Not just
once, but often. It’s dynamic.

40. #BAStory
Banish “on brand.” Focus on consistency, not
compliance.
Crowdsource the EB from employees. Not just
once, but often. It’s dynamic.
Let employees share the brand as part of
their own stories. (segmenting & targeting)

41. #BAStory
Banish “on brand.” Focus on consistency, not
compliance.
Crowdsource the EB from employees. Not just
once, but often. It’s dynamic.
Let employees share the brand as part of
their own stories. (segmenting & targeting)
Employee stories are more interesting than a
brand statement. Use them everywhere.

42. #BAStory
Banish “on brand.” Focus on consistency, not
compliance.
Crowdsource the EB from employees. Not just
once, but often. It’s dynamic.
Let employees share the brand as part of
their own stories. (segmenting & targeting)
Employee stories are more interesting than a
brand statement. Use them everywhere.
Our community is amazing. Get involved!

43. How else should you involve
your employees in recruiting?
Referrals….
Real-time
collaboration…

44. How else should you involve
your employees in recruiting?
…and timely feedback

45. How to Freshen Up
Your Sourcing
Strategy for 2016
Jan 27
10am PST/ 1pm EST
https://www.lever.co/recruiting-resources
Tune in next
week
http://brandamper.com
@seiden
Questions?
@brandNRD

46. lisa@brandamper.com
jason@brandamper.com
Thank you!