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Employer Branding Presentation to Viola Portfolio Companies December 2015

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Employer Branding Presentation to Viola Portfolio Companies December 2015

  1. 1. EMPLOYER BRANDING How to position your company to recruit and retain the best team for you @pamelabeckerCBC
  2. 2. What we will cover What is employer branding? What makes you an appealing employer? Who and what influences the employees you want? What is your company’s story? Who tells your story, how and where? The employer branding toolkit: internal communications, social media, local PR, content, events, community and your current employees @pamelabeckerCBC
  3. 3. Your employer brand reflects the reputation and appeal of your company as a workplace and impacts the quality and quantity of candidates for positions. @pamelabeckerCBC
  4. 4. Why is reputation important? 69% would not take a job with a company with a bad reputation, even if they were unemployed. @pamelabeckerCBC Stats from GlassDoor presentation The Business Case for Employer Branding
  5. 5. Why is reputation important? ❖Most trusted resource for learning about companies: ➢ 52% family and friends ➢ 14% feedback and reviews from current and former employees (the average rank on Glassdoor is 3.3) ❖Companies with a strong employer brand spend an average of 22% less on recruitment fees ❖Employers that invested in employer branding reported 54% increase in the quality of the team pool @pamelabeckerCBC Stats from GlassDoor presentation The Business Case for Employer Branding
  6. 6. What makes you an appealing employer? Why did they say yes? Ask employees why they preferred your company over other options. Why do they stay? Ask employees what makes them ignore the inquiries from other companies. Why did they say no? When a potential employee turns down an offer find out why. @pamelabeckerCBC
  7. 7. What’s your company’s story? @pamelabeckerCBC and how are you telling it?
  8. 8. Who tells your story? HR Communications to applicants and employees should be on-message, branded & consistent. R&D Demonstrate thought leadership & brilliance in various channels...with branding. Marketing Direct skills and resources to address the workforce audience. Employees The most credible voices saying that your company is a great place to work - help them be heard. The group shot is of the fabulous JellyBtn team - they bring a photographer to the office every 2-3 mos to make sure their shots are up to date! @pamelabeckerCBC
  9. 9. Who are you looking for? and what do you know about them? What are they looking for in an employer? What motivates them? What do they read? Where do they look for professional answers? @pamelabeckerCBC
  10. 10. Where do they get their professional information? Where do they “check” you? @pamelabeckerCBC
  11. 11. Be heard in all the noise Reach your target audience from a range of channels in adapted formats @pamelabeckerCBC
  12. 12. Your toolkit Your tools will overlap ❖ iComm ❖ Social media ❖ Local PR ❖ Content ❖ Events ❖ Community outreach @pamelabeckerCBC
  13. 13. Internal Communications Start your efforts at home Event-goers purchase our fashion-forward, connected accessories to wear again- and-again @pamelabeckerCBC
  14. 14. Social Media Employees want to work for people, not for companies Encourage engagement on official and less-official assets Offer branded images for SM assets to all employees Provide policies, handles & hashtags Match activities to network @pamelabeckerCBC
  15. 15. Local PR Influence the work force’s influencers @pamelabeckerCBC See Globes article here.
  16. 16. Content By-lined posts and articles by executives and employees @pamelabeckerCBC See JellyButton blog post here.
  17. 17. Plug for the Host Viola-Notes is an excellent resource to generate content that can be shared & recycled @pamelabeckerCBCSee Viola-Note blog here.
  18. 18. Events Branded presence at meetups, conferences and hackathons @pamelabeckerCBC
  19. 19. Community an extension of your company story It’s not about whether you contribute, but how @pamelabeckerCBC
  20. 20. Engaged employees are your best advocates Offer clear handles, hashtags & policies (repeat!) Provide branded materials to distribute for friend-brings-a-friend programs. Encourage participation as judges, speakers and mentors at events. Post, request shares and recycle content that features employees and execs. Part with all employees kindly. @pamelabeckerCBC
  21. 21. Source No. of CVs received Qualified leads Proposal rejected Proposal accepted Cost per new hire Employees 25 4 1 1 4,000 NIS Website 25 3 1 1 0 Social Media 10 5 0 1 1,000 NIS Events 17 3 1 1 10,000 NIS Measure & optimize The costs and quality of results will vary per channel, time period and company @pamelabeckerCBC
  22. 22. Summary Step 1 Take stock of your current situation Who are you looking for? What is and what is not working? What is the company story? What resources are available? Step 2 Execute...Not everything will work (and that’s ok) Reach audience at multiple touch points. It’s hard to predict what will work and when, so try several things in parallel. Step 3 Measure, refine & focus and then do it again Gage what is bringing in the best leads at what cost. Keep in mind that what works today may be dated tomorrow. @pamelabeckerCBC
  23. 23. Thank you Pamela Becker pamela@colemanbecker.com www.colemanbecker.com https://il.linkedin.com/in/pamelabecker https://twitter.com/PamelaBeckerCBC

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