We’ve all heard about the global war for talent. But how do you win it? WilsonHCG’s Fortune 500 Top 100 Employment Brands Report defines the elements that make up a well-rounded employer brand and ranks companies based on their success in each category. These best-in-class companies provide a benchmark for effective employment branding tactics that you can incorporate into your organization.
In this one-hour webcast, “Become an employer of choice by investing in these 6 key employer branding strategies,” WilsonHCG’s CEO John Wilson, along with Glassdoor’s, Director of Client Services & Implementation Kelly Payne will reveal the six key traits of employment brands and the practices of highly ranked organizations that make them stand out. Join us to learn how to incorporate these best practices into your talent acquisition strategy and become an employer of choice.
Become an Employer of Choice by Investing in these 6 Key Employer Branding Strategies
1. BECOME AN EMPLOYER OF
CHOICE BY INVESTING IN THESE
6 KEY EMPLOYER BRANDING STRATEGIES
2. JOHN WILSON, CEO AT WILSONHCG
John Wilson is the founder and CEO of WilsonHCG, a top global recruitment process outsourcing
(RPO) and human capital consulting firm headquartered in Tampa, Florida. He has spent more than a
decade building WilsonHCG into a premier global RPO provider that’s bringing innovation to the
industry. John has pioneered redefining the RPO model, which is focused on building better companies
and directly impacting its clients’ bottom lines through a customizable recruitment solution with
value-added services. John is an expert on hiring, motivating and retaining gen Y employees, and has
advised Fortune 500 companies on their emergence in the workforce.
KELLY PAYNE, DIR. OF CLIENT SERVICES & IMPLEMENTATION AT GLASSDOOR
Kelly Payne is the Director of Client Services & Implementation at Glassdoor. In this role, Kelly helps
shape Glassdoor’s employer products and strategies to best deliver results for our clients. The Client
Services department works closely with our Sales and Account Management divisions to provide
clients with all levels of service and support – from implementation and set up to evaluating successes
and ROI. Kelly frequently speaks as an industry expert on recruitment advertising, employer branding,
job seeker behaviors and customer relationship management. Kelly brings over 10 years of B2B
experience, with specific focus on employer branding, pay-per-click advertising, recruiting, SEO & SEM
and campaign management.
INTRODUCTIONS: JOHN WILSON AND KELLY PAYNE
#EBreport15
4. THE CURRENT STATE OF EMPLOYMENT BRANDING
As the latest LinkedIn Global Trends survey indicates, 75% of recruiters
say that the employer brand has a significant impact on hiring success.
Source: LinkedIn Global Trends Survey
75%
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5. 2015 REPORT OVERVIEW
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JOB BOARDS – 7 PTS.
Your brand profile on popular and specialist job boards is
important to ensure candidates are aware of you.
CAREER PAGES – 13 PTS.
Your website career pages should be easily accessible,
regularly updated and provide relevant information.
SOCIAL RESPONSIBILITY – 14 PTS.
Candidates value corporate social responsibility such as
veteran recruiting, green initiatives and diversity programs.
RECRUITMENT MARKETING – 20 PTS.
Job descriptions, company culture blogs, social media,
and email campaigns all contribute to employer brand.
CANDIDATE EXPERIENCE – 21 PTS.
Peers share feedback on their hiring process experience,
and employees review their employment experience.
ACCOLADES – 25 PTS.
Being recognized as a standout employer by renowned
top employment lists proves credibility.
VIEW THE FULL REPORT AT
WWW.WILSONHCG.COM/EBreport
7. CANDIDATE EXPERIENCE OVERVIEW
of HR practitioners surveyed understand the importance of a positive candidate
experience during the recruitment process, but many are not taking proactive
steps to ensure it is happening.
Source: CEB Global Assessment Trends Report, 2014
70%
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9. CANDIDATE EXPERIENCE TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Evaluate experience
you provide to
first-time candidates.
Take ownership
of managing your
reputation.
Implement efficient
hiring process that
drives engagement.
11. JOB BOARDS OVERVIEW
of recruiting leaders surveyed for LinkedIn’s 2015 Global Recruiting Trends report,
indicated job boards still produce the highest quality of hires.
Source: LinkedIn Global Recruiting Trends report
74%
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12. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
7 OUT OF 7 POINTS
• J.P. Morgan Chase &
Co
• Kroger
• Wells Fargo
• International Paper
• Danaher
• Chubb
• Marsh & McLennan
• Praxair
• Ameriprise Financial
• Sherwin Williams
• CBRE Group
• NiSource
• Kelly Services
LEADING INDUSTRIES
13. JOB BOARD TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Utilize mainstream and
niche job boards for
brand presence.
Track where your top
candidates are
coming from.
Include company
culture in job
board profiles.
15. CAREER PAGE OVERVIEW
of global talent leaders believe they’re not doing a great job of tracking
ROI on sources of hire.
Source: LinkedIn Global Recruiting Trends report
64%
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16. #EBreport15
WHO IS DOING IT RIGHT?
LEADING COMPANIES
13 OUT OF 13 POINTS
• Exxon Mobil
• General Electric
• UnitedHealth Group
• Wells Fargo
• Target
• Comcast
• Google
• Coca-Cola
• Walt Disney
• Goldman Sachs Group
• Deere & Company
• Sears Holdings
• Tyson Foods
• 3M
• Travelers Cos
• Eli Lilly
• Xerox
• Kimberly-Clark
• Nucor
• General Mills
• ConAgra Foods
• Whole Foods Market
• Textron
• Air Products & Chemicals
• Mosaic
• MasterCard
• Charter Communications
• Avis Budget Group Visteon
• Jarden
• American Family Insurance Group
• Symantec
• CH2M Hill
• Spectra Energy
LEADING INDUSTRIES
17. CAREER PAGE TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Partner with creative
team to optimize
content and visuals.
Include employee
testimonials, core
values and culture.
Intuitive navigation
and accessible
contact options.
19. CSR OVERVIEW
of global online consumers across 60 countries say they are willing to pay more
for products and services provided by companies that are committed to positive
social and environmental impact.
Source: The Nielsen Global Survey on Corporate Social Responsibility
55%
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21. CSR TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Match CSR programs
with organizational
initiatives.
Encourage employees
to head CSR
committees.
Share CSR efforts
on social media and
career page.
23. RECRUITMENT MARKETING OVERVIEW
of surveyor’s indicated they believe recruiting will become more like
marketing in the next 5-10 years.
Source: LinkedIn’s 2015 Global Recruiting Trends report
46%
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25. RECRUITMENT MARKETING TAKEAWAYS
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TAKEAWAY 1 TAKEAWAY 2 TAKEAWAY 3
Tie in recruitment
marketing efforts to
consumer brand.
Empower all
employees to help
drive company vision.
Ensure a consistent
message across all
platforms.
27. ACCOLADES OVERVIEW
of jobseekers would not take a job with a company that had a bad reputation,
even if they were unemployed.
Source: Glassdoor
69%
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Intro
WilsonHCG John Wilson brief introduction
Glassdoor Kelly Payne brief introduction
JW
We invite you to share your thoughts and ideas on employment branding throughout this webcast via Twitter by using the hashtag EBreport15
JW and Kelly
Current state of employment branding
As the latest LinkedIn Global Trends survey indicates, 75% of recruiters say that the employer brand has a significant impact on hiring success.
Major role in attracting & retaining quality candidates
Illustrate the personality of he organization
Key differentiator from hiring competition
Recruitment marketing campaigns
Proactive & strategic
EVP
Talent communities
Candidate values
JW
Report compilation
Internal research resources
2014 Fortune 500 List
Glassdoor resource
Report evaluates: career branding methods: career pages, job boards, candidate experience, accolades, and recruitment marketing and social responsibility. Broken down, rates and assigned numerical points
Talk about first steps (job boards… to the more difficult measures being accolades (easy to hard)
Candidate Experience – John
JW
Overview
70% of HR practioners surveyed understand the importance of a positive candidate experience during the recruitment process, but many are not taking proactive steps to ensure it is happening. –CEB Global Assessment Trends Report, 2014
Increasingly important aspect of employment branding
Not just the interview process-it starts from the moment a candidate hears about your organization all the way through onboarding
Hot buzzword for a while and now orgs are starting to realize the impact it has on bottom line
Based off of: reviews/ratings on Glassdoor, % of current employees that would recommend the company to a friend, CEO named to Glassdoor’s highest ranking CEO list, reviews and ratings on indeed
JW
Examples/top companies:
Leading companies: Costco, Starbucks, Facebook, Goldman Sachs, Qualcomm
Leading industries: mailing, communications equipment, food service, telecommunications, pharmaceuticals, IT, construction, outsourcing services
Examples of 2 top companies with a superior candidate experience:
Starbucks:
Robust and detailed information on candidate experience on Glassdoor
91% CEO approval rating
Numerous robust reviews and ratings (5,00+)Scale based on company size
Multiple photos that show different sides of business: retail, corporate, different departments
Qualcomm:
94% CEO approval rating-CEO has been rated over 250 times-on Glassdoor
Indeed employer reviews meet all company attributes sections: Work/life balance, compensation/benefits, job security/advancement, management and job culture.
Company info and links from Indeed page
Average salaries included for multiple positions
JW
Solution
Start by evaluating your current candidate experience: everything from social media, to the application process, to onboarding
Reputation management: Build out Glassdoor page-reviews, complete profile
85% of employees are attracted to companies that have a reputation for providing great career opportunities. 50% of employees think its important that other people want to work for their employer. –Employer Branding Institute
Employee engagement
Referrals
Kelly
Job Boards
Kelly
Overview
Go-to resource for candidates starting their job search
- 74% of recruiting leaders surveyed for LinkedIn’s 2015 Global Recruiting Trends report, indicated job boards still produce the highest quality of hires
Still a tried and true method-even though TA professionals are seeking out other search method
Could be the first thing a candidate sees about your organization
Traditional job boards, niche job boards, job postings, social job boards
Some of these resources included: Glassdoor, career builder, indeed, LinkedIn, SimplyHired, Monster
Kelly
Examples/top companies
13 top companies. 7/7 points
Some of these companies include, Wells Fargo, Sherwin Williams, JP Morgan Chase, Kroger
Top industries: forest & paper products, temporary help, waste management, healthcare, diversified outsourcing services, insurance, publishing, IT, retail
Company examples:
Sherwin Williams
detailed and user friendly job descriptions
Clear, concise and to the point description
Company culture video embedded into job description
Organized set up and visual appealing
Option to save, share and print
Praxair
robust jobs platform on LinkedIn
Informative job and company overview
Company video embedded into profile
Provides recent company updates to keep job seekers engaged: whitepapers, case studies, press releases, blog posts, etc.
Kelly
Solution
Evaluate your current job board usage in your TA strategy
What are you using and are you combining it with other recruitment strategies?
Strategize and learn where your candidate referrals are coming from-zone in on those sources
Utilize not only traditional job boards but vet out niche boards and newer social job boards such as LinkedIn and Glassdoor
JW
Career Pages (John)
Talk about how career page is often a top performing page (at least for us it is)
JW
Overview
One of the most important aspects of an employer brand
“64% of global talent leaders believe they’re not doing a great job of tracking ROI on sources of hire” – LinkedIn’s 2015 Global Recruiting report
Haphazard, outdated career page will deter candidates
Based on: accessibility of career page from a company’s main website, % of updated job postings less than 90 days old, presence of links & info pertaining to company benefits, showcased company culture, and engaging information covering “why work for us”
JW
Examples/top companies
35 leading companies: 13/13 points
Leading industries: beverages, computer software, chemicals, diversified outsourcing services, household goods, toys and sporting goods, finance, real estate, medical products and equipment
Company examples:
Wells Fargo:
Robust career site
Detailed information on hiring process
Exploration of different roles and positions
Benefits package breakdown
University recruitment program (MBA & undergraduate jobs)
Veteran hiring
Links to other resources: diversity, social profiles, blog, employee testimonials
Feedback button
Mobile aspect
John Deere
Robust site
College opportunities-a lot of info on new grad opps & how to get involved
Live social feed
Easy job search option
Employee testimonials for each dept.
Quick links
JW
Solution
Evaluate your current careers site & walk through it as if you are a brand new candidate. Keep the content previously mentioned in mine and check off whenever you see that yours also has these (social links, testimonials, job search, feedback, mobile, etc.)
Start small & focus on what you can implement right now
If you have robust social media sites and aren’t linking to them, do that immediately
Embed links to collateral, culture landing pages and any other links that will help the candidate get a better idea of what it’s like to work for your org.
Work with your website creative & tech team to optimize as much as possible
Simplify the job search options
Include feedback and information buttons/forms to gather feedback to constantly be improving
Work with HR to:
Create a number of different employee testimonials
Make sure they are from diff. departments
Different levels (directors, managers and other employees)
Evaluate benefits package and work on getting it
Talk about first steps (job boards… to the more difficult measures being accolades (easy to hard)
Talk about how career page is often a top performing page (at least for us it is)
Research all the companies to see if they use an RPO
Kelly
Social Corporate Responsibility (both)
Kelly
Overview
Rising concern for candidates as they search for jobs
Increased exposure to social issues and green initiatives due to the rise in technology and social media
Work/life blend more common now than “balance”-caniddates want to work where their personal values regarding issues and initiatives they care about are also a top concern
This category based on: corp responsibility initiatives, veteran recruiting, green initiatives and diversity hiring
Points given to orgs placed on Forbes’ “The 10 Companies With the Best CSR Reputations” list, Military Friendly’s “Top 100 Military Friendly Employers” list and Diversity Inc’s “Top 50 Companies for Diversity” list.
“55% of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact” - The Nielsen Global Survey on Corporate Social Responsibility
Kelly
Top companies/examples
at&t 12 out of 14 points
Top industries: computer/office equiptment, railroads, telecommunications, IT, pharma, healthcare
at&t:
dedicated page on website
Blogs about corp responsibility initatives
They include videos on their veteran hiring initiatives
Entire page dedicated to hiring/assisting veterans and active military men and women: job search function specifically for military personnel
Veteran talent network
Military awards and partnership information
Careers for military spouses
Kelly
Solution
Identify how you can build out this function of your organization-whether it be veteran hiring, diversity hiring, volunteering and giving back days or matching employee donations-HAVE to get involved
Follow through and build upon your initial efforts
Promote – get what you’re doing on social media and be sure to include in candidate experience (careers page, application process, interview, onboarding, social media)
Not only effects candidates-100% effects consumer base as well
Recruitment Marketing – John
JW
Overview
Covers a wide range of areas and can be most impactful
LinkedIn’s 2015 Global Recruiting Trends report noted that “46% of surveyor’s indicated they believe recruiting will become more like marketing in the next 5-10 years.”
Blending of recruiting, marketing and HR-strong well rounded & proactive
Supports the employment brand and EVP
Found in job descriptions, career sites, company culture blogs, social media, candidate outreach and communication, email campaigns, job fairs and more
We analyzed these aspects to determine a company’s recruitment marketing score: career & company culture blogs, marketed images and videos on social media, career specific social media accounts, engaging job descriptions & # of social media accounts advertised on website
JW
Examples/Top companies
Top companies: Target and General Motors-both scored 19/20 points
Top industries: healthcare, outsourcing services, retail, IT services, telecommunications, finance
Target:
Social media profiles on: Multiple Twitter profiles (Target general, Target news, Target retail, Target Deals, Target Canada) scale based on your company’s size but build out social media pages if you are a large company w/ different divisions
Entire blog dedicated to careers
Target Careers blog” offers job search advice, industry specific know how (coding, marketing), blogs on featured jobs and career/intern blogs showcasing their experience working at the organization (Day In the Life campaigns)
Multiple career related graphics and company culture videos linked on social media
Robust job descriptions shared across all social media platforms-interesting and enticing
General Motors:
Have branded their career page (separate logo for careers, “we are the driving force,”
Segmented social network career profiles based on geographical location
JW
Solutions:
To ensure marketing efforts are aligned w/ hiring needs, stakeholders from HR and TA should be heavily involved in the marketing development process
Strong correlation to consumer brand
Blog Almost every single organization out there can be blogging about their industry, career opportunities and expertise. Does NOT matter how small or big your company is-easy, effective and extremely cost effective way to improve your recruitment mkgt efforts
Get your employees involved start a “day in the life” campaign and highlight different employees from different depts over the course of a few months. Especially good to do when ramping up hiring
Accolades – Kelly
Kelly
Overview
Awards are highly regarded by candidates when researching a company’s employment brand
Show’s the company is credible-right fit for candidates needs
Based off of 5 renowned awards: Glassdoors’s “Top 25 Companies for Career Opportunities”, Glassdoor’s 2014 “Employees Choice Awards, the 50 Best Places to Work,” Fortune’s “100 Best Companies to Work For”, Fortune’s “World’s Most Admired Companies” and Fortune’s “They’re Hiring!”
Kelly
‘
Examples/top companies
Leading company: Google-top score
Leading industries: food service, tech, communications, medical products, mail delivery
Google won all of these words and more
Made it a part of their employment brand
Included during recruiting process
Awards like this found on major media sites-includes candidates likelihood of seeing them
Heavily promote they are a top workplace
Kelly
Solution
Set expectations w/ marketing and PRensure they are regularly searching & applying for new awards every year
Promote & put in place PR plans
Need to be a part of the employment branding initiative
Need to be a part of website: logos and press releases
Recruitment mkgt value of these awards comes from promotion plans surrounding the recognition-publicize and be proud
John and Kelly
Conclusion
Key takeaways:
To be a standout companyyou have to have the talent to support it
Some industries trended stronger in specific categories than others-could be accredited to hiring trends & the motivation (or lack thereof) each company has to be an employer of choice
Top companies found ways to optimize their talent sources and solid presence in most or all categories
To build a strong employer brand: have to have a strong brand identity, be willing to be flexible, identify how much time and resources you have, implement and monitor. Always be improving
Employer branding in 2015 and beyond:
Change management toolTool to facilitate companywide changes
Continued method for candidate attract & retention
Improved job descriptions & job board shift
Continued investment in talent brand
(JP to add more in talking points)
I would plug the report one last time… wilsonhcg.com/ebreport