In this interactive mega-session Stacy will take participants through the process of building a social media employer brand
strategy. Workshop components include:
- Why is employer branding important?
- How does your employer brand strategy rank?
- Steps to employer brand strategy
- Building a social media employer brand strategy
- Communicating your employer brand
- The role of social media on your employer brand strategy
- Adding measurable value
Building Your Employer Brand Strategy - Stacy Parker
1. Toronto Conference
Building Your Employer Brand Strategy
November 1, 2013
Presented by:
Stacy Parker, Managing Director, Blu Ivy Group
2. Agenda
• Introduction
• Why is Employer Branding important?
• How does your employer brand strategy rank? (interactive)
• Steps to Employer Brand Strategy
• Building a Social Media Employer Brand Strategy
• Communicating your employer brand
• The role of social media on your employer brand strategy
• Adding measurable value
3. About Blu Ivy Group
• An employer branding
and employee
engagement research and
consulting firm.
• We help organizations
attract, retain and engage
the best people through
authentic and award
winning cultures and
employer brands.
4. Our Global Partnerships
Our partnerships with global leaders in employer branding and engagement ensure that our clients are
offered the best methodologies, benchmarks, thought leadership and support worldwide.
6. It Is Good For Business
Increased engagement can
equal a 12% increase in
customer satisfaction.
Highly engaged employees are
36% more likely to have above
average productivity.
Best Companies perform 3x
better than the general
market.
A strong employer brand
reduces cost per hire by up to
50%.
A 10% increase in spend for
employer branding can increase
annual profits by $2,400 per
employee per year.
7. How Does Your Employer Brand Rate
Against The Best?
We have an employer branding strategy that is supported at the executive
level
We have a clearly defined Employee Value Proposition (EVP)
We have conducted research on what employees value from working at our
organization
We have conducted research to determine the perceptions prospective
employees have about our company
We have created a database of talented employees who we would like to hire
when the time is right
Our employer brand and EVP are clearly experienced and articulated
throughout the entire employee lifecycle
Our leaders have been trained on employer brand management
We have a brand ambassador program
We have developed a social media strategy
We have a social media policy that all employees have been trained on
We monitor what people are saying about our brand online
We have a careers section on our website where our employer brand and EVP
are clearly articulated
We benchmark our employer brand effectiveness against competitors
We have employer brand ROI metrics in place that are consistently measured
We have been externally recognized as a great place to work
We are externally recognized as a top employer brand
11. Define The Why For Your
Organization
Leadership & Divisional Goals/Challenges
Understand how employees, clients, prospects and
vendors feel about your organization
Competitive Benchmarking
Reputation Analysis
Divisional KPIs
16. External Employer Brand Strategy
Externally
• Career Website
Not until
you have
an
internal
EVP!
• Social Media
• Job Postings
• Campus, Sponsorships,
Conferences & Events
• Agencies
• Employer Ranking Sites
• Employer Brand Videos
• Mobile
• Gamification
18. Q. Do you plan to increase
Investment in any of these
Candidate recruiting sources
In 2013 compared to 2012?
18
19.
20. Social Media Employer Branding Impacts
RECALL:
• Business
Goals & KPIs
• Competitive
Analysis
• Personas
$
Sourcing
Engagement
Reach
Differentiation
Thought Leadership
Employer Brand Awareness
21. 9 Ingredients to Social Media Employer
Brand Strategy
Select Social
Media
Platforms
Identify Key
Employer Brand
Segments
Decide on KPI’s
/metrics
Target Niche
Audiences
Build SEO
strength in
segments
Identify Key
Communication
Topics
Generate New
Ideas and
Feedback
Participation
from key
employees
Technical and
Content
support
21
24. Select Your Social Media Platforms!
• Existing Social Platforms
• Careers Related
• Campus Related
• Career App Add-ons
• Culture And Resource Availability
27. Social Media Training, Policy Review,
Brand Ambassadors
• Involve the right
resources
• Social Media
Policy
• Top Social Media
Users, High
Potentials,
Influencers
• Segment
representation
28. Engage your
workforce and amplify
your social media
content
PostBeyond enables your
employees to post
approved content to their
personal networks in a
secured, consistent and
controlled way.
31. Common Metrics Used To Measure ROI
Internal
• Retention rate
• Employee engagement
• Number of applicants
• Cost per hire
• Employee referral rates
• Profit per employee
Social
• Followers/By Segment
• Shared Content/Retweets
• Total Impressions
• SEO Rankings
• Google Analytics
44. Low Hanging Fruit
• Social Media Links on all assets
• Awards clearly listed on all Social
Careers sites
• User experience on careers site
• Video assets deployed to Social Media
• Branding on all Social Assets
• Direct links on Social Assets to Careers site
45. Other Growing Social Media for Employer
Branding
• Get Your Visitors to Subscribe via Email!
46. My Social Media Strategy Project Plan
Strategic Element
Employer Brand, Business
Strategy, issues, goals
I need to Research
SWOT
KPIs
What Personas will I deliver
Social Media Sites I will
recommend
Content Strategy
Analytics I will use to measure
success
Owners -
Date