Employer branding 2.0: Where do we go from here? | Talent Connect 2016

1. MY STORY… IN UNDER A MINUTE

2. CONSULTING & TRAINING

3. 160K+ 40K+

4. 01 Employer Branding Today: How Far We’ve Come TODAY’S AGENDA 02 Where Do We Still Have Room to Grow? 03 Employer Branding 2.0: Where Do We Go From Here?

5. EMPLOYER BRANDING TODAY: HOW FAR WE’VE COME 01

6. WE’VE COME A LONG WAY, BABY! • “Employer Branding” first coined in ‘90s • In 2003, only 61% awareness of the term within HR (and 41% outside of it) • EB roles have increased 5X in past 10 years, 2X in the past 5 years and another 50% in the past 3 years! https://en.wikipedia.org/wiki/Employer_branding Talent Brand “Mix & Mingle” event at LinkedIn Talent Connect 2016

7. CONTENT / EMPLOYEE STORYTELLING

8. WE’RE PEELING BACK THE CURTAINS • Embracing transparency • Sharing insights pre-apply • “Can I see myself working at this company?”

9. PR / Awards Marketing / Corporate Blog Earnings Announcements Job Postings Corp Social Responsibility Company Benefits CONTENT THEN

10. TEXT Employee Spotlights Employee Storytelling Office Environment Company Events Company Culture The Work Being Done Unique Perks & Benefits EVP / Core Values Meet the Team Humor / Elements of Fun Social Causes CONTENT NOW Customer Advocacy

11. EMPLOYEE STORYTELLING CREATIVE / BRANDED CAMPAIGNS

12. EXPANDING OUR HORIZONS

13. VARIED SOCIAL CHANNELS

14. BLOGGING / CONTENT MARKETING

15. ENGAGING CAREERS PAGES

16. VIDEO CONTENT

17. STREAMING / LIVE VIDEO

18. BRANDED JOB POSTINGS / LANDING PAGES

19. TWEETCHATS / PODCASTS / HANGOUTS ON AIR

20. EMBRACING TRANSPARENCY

21. EMBRACING TRANSPARENCY

22. A SEAT AT THE TABLE

23. LINKEDIN SURVEYED 4000 HR LEADERS https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

24. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf HR LEADERSHIP RECOGNIZES IMPORTANCE OF EB

25. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf IF YOU HAD UNLIMITED BUDGET, WHERE WOULD YOU INVEST?

26. https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding 60% of CEOs surveyed said that Employer Brand responsibility lies with the CEO. Harvard Business Review (And 40% of Marketing leaders agreed.)

27. EMBRACING THE SHARING ECONOMY

28. UNCONFERENCES / FACEBOOK GROUPS / #HROS

29. WHERE DO WE STILL HAVE ROOM TO GROW? 02

30. MORE DATA-DRIVEN

31. DATA-DRIVEN EB • No more EB for EB’s sake • Not just about vanity metrics • Conversion. ROI. Business Impact.

32. WHAT SHOULD WE MEASURE? • Depends on YOUR specific recruiting challenges, EB goals and business needs • “Show me what you measure and I’ll show you what you care about.”

33. Cost per hire Apply to submit ratio Careers page traffic Time to fill Quality of applicants Quantity of applicants Careers page bounce rate Quality of hire Employee surveys Retention rates WAYS TO MEASURE ROI

34. WHY DO INSIGHTS MATTER? • EB should be impacting the business • You can’t fix what you don’t understand • Affects future budgets and resources

35. SO HOW DO WE GET THERE?

36. USE TOOLS AT YOUR DISPOSAL • Google Analytics • ATS / CRM • Social Analytics • Online Ratings / Reviews • Employee Surveys • Candidate Experience Awards

37. DEVELOP PERSONAS • Know your target audience • Speak to your target audience • Engage your target audience

38. TIE EB GOALS TO RECRUITING CHALLENGES • What are our recruiting challenges? • What do you hope to solve? • Determine EB goals based on those challenges • Benchmark, measure, adjust

39. CONVERGENCE OF EB / CORPORATE BRAND

40. Branding is a promise to your customer. Employer branding is a promise to your current and future employees. Kathryn Minshew @kmin

41. TWO SIDES OF THE SAME COIN • EB often operates as a side show; it’s time to recognize that it’s all one brand • EB impacts corporate brand and vice versa… one hand feeds the other • Two different audiences, but great content can often work for both

42. http://universumglobal.com/insights/consumer-versus-employer-brand/ THE CONNECTION IS GROWING

43. BUT WE AREN’T THERE YET http://universumglobal.com/insights/consumer-versus-employer-brand/

44. CANDIDATES ARE CUSTOMERS & CUSTOMERS ARE CANDIDATES • There’s a 75% overlap between Zappos’ customer database and their ATS… Starbucks is at 85%. • “Candimers” and “custidates” • We’re speaking to the same people, just in different contexts • A bad experience with your company can impact both consumer / candidate interest https://www.icims.com/hiring-insights/for-employers/article-the-cost-of-a-bad-candidate-experience-how-to-avoid-it

45. BOTH BRANDS SUPPORT EACH OTHER • Employee spotlights & storytelling are great vehicles for boosting corporate brand • Great EB content humanizes the corporate brand • Boosting one brand automatically helps the other

46. DIRECT OVERLAP BETWEEN EB & BRAND VALUE http://www.millwardbrown.com/brandz/top-global-brands/2016http://https://www.linkedin.com/pulse/behind-top-attractors-how we-discovered-worlds-best-hirers-roth

47. http://www.lippincott.com/files/documents/news/Perspective_Align_Your_Consumer_and_Talent_Brand_LinkedIn.pdf ALIGNED BRANDING DRIVES BUSINESS RESULTS

48. EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND

49. EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND

50. CONSUMER ADVERTISING MEETS EMPLOYER BRANDING

51. EMPLOYEE STORYTELLING BOOSTS CORPORATE BRAND

52. HOW TO DEVELOP A UNIFIED BRAND STRATEGY • Partner more closely with Marketing to develop an aligned brand strategy • Unify messaging and convey many of the same values and promises • Develop and repurpose content that works for both audiences • Use data to derive insights and show EB impact on corporate brand

53. THINK & ACT MORE LIKE MARKETERS

54. IT’S TIME TO GROW AS MARKETERS • What are current trends in consumer marketing today? What does today’s consumer expect? • Candidates are consumers and we must market to them as such • Time to put on our marketing hats and raise the bar

55. TRENDS IN CONSUMER MARKETING • Great content marketing • Mobile marketing • Data-driven marketing • Relationship management & brand loyalty

56. CONTENT IS (STILL) KING • Advocacy marketing & storytelling • Influencer marketing • User-generated content • Video content

57. Great content makes people want to share, care or swear. Sarah Evans, FAVES + CO @PRSarahEvans

58. ADVOCACY MARKETING & EMPLOYEE STORYTELLING • “If you want your content to be great, ask your community to participate.” - Lee Odden • Share the stories of your employees… the work they’re doing, their journeys, their perspectives • Humanize your brand

59. INFLUENCER MARKETING • Leverage employees who are influencers in their space (or should be) • Give them a platform to share what they know • Show future employees that they’ll be working with the best and the brightest

60. ADVOCACY MARKETING / USER-GENERATED CONTENT • Let your employees, customers and candidates speak for you • Allow the voices of your fans spread their own message and boost your brand • How does this translate to EB and recruiting?

61. USER GENERATED CONTENT: VIDEO COVER LETTERS

62. VIDEO CONTENT • Video is everywhere and dominating as the content format of choice for marketers • In 2015, adults spent an average of 1 hr 16 min daily watching digital video • By 2019, video will account for 80% of online consumer traffic http://www.slideshare.net/tuananguyen716/forecasting-digital-in-2016

63. WORLD-CLASS EMPLOYER BRANDING VIDEO

64. MAINSTREAM EB ADVERTISING (WE’VE ARRIVED!)

65. MOBILE RECRUITING • 90% of jobseekers use their mobile to job search • 90% of Fortune 500 career sites do not yet have a mobile apply option • “Pinch and zoom” is not a mobile strategy http://www.wepow.com/top-10-recruiting-stats-you-should-know-in-2016/ http://www.blogging4jobs.com/social-media/5-mobile-recruiting-myths-in-2 016/#y7FVh4deqoo4b7VG.97

66. RELATIONSHIP MGMT & BRAND LOYALTY • Push for long-term relationships, not transactional, one-time experiences • Build your brand, drive loyalty and market to them appropriately • Not a fit today doesn’t mean they won’t be tomorrow… or know someone who is

67. WHY UP OUR MARKETING GAME? • Candidates are consumers and expectations are high • To attract the very best talent, we need to market to them appropriately • Better branding leads to better results

68. ONLY 1 IN 3 EB TEAMS PARTNER WITH MARKETING https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

69. WHY ALIGN WITH MARKETING? • Access to resources, tools, budgets • Seat at the table, not just a side show act • Expand and grow as marketers

70. HOW TO THINK & ACT MORE LIKE MARKETERS • Collaborate with Marketing, consider reporting up to CMO • Hire marketers onto EB team • Understand Marketing’s brand strategy and follow brand guidelines • Share strategies, editorial calendars, social channels, project management tools, etc.

71. EMPLOYER BRANDING 2.0: WHERE DO WE GO FROM HERE? 03

72. MY THOUGHTS, RECOMMENDATIONS & PREDICTIONS

73. RADICAL TRANSPARENCY

74. LESS SUNSHINE, RAINBOWS & UNICORNS

75. NO MORE EMPLOYER “BLANDING" • Truly differentiated content • A goal of true transparency rather than only highlighting positives • Real insights that help candidates make informed decisions

76. “ ”THIS IS MY ACME. I AM ACME. WHAT’S GOOD / WHAT’S CHALLENGING WHAT I LOVE / WHAT’S HARD FAVORITE PROJECT / TOUGHEST PROJECT WHO WILL BE SUCCESSFUL HERE / WHO MIGHT NOT BE TRANSPARENT BRANDING. TRULY AUTHENTIC.

77. WHY RADICAL TRANSPARENCY? • Want to attract the right people, not more people • Drives self-selection • Snapchat culture: authenticity is raw & real, not perfect & sanitized • Embrace imperfection & keep it real

78. HOW CAN WE ACHIEVE BETTER TRANSPARENCY? • Own the culture you have* and push it out (good and bad) • “Meet the Team” spotlights on careers page & job postings • Employee takeovers on social channels • Encourage social sharing by employees

79. EMBRACE YOUR DIFFERENTIATORS & IMPERFECTIONS

80. LO-RES VIDEO: EMBRACING TRANSPARENCY

81. “EMPLOYEE” BRANDING

82. BUBBLE-UP “EMPLOYEE” BRANDING • Instead of top down branding, work from the bottom up • Have content bubble up from employees rather than always being pushed down by central team • Relinquish some editorial control

83. BUBBLE-UP “EMPLOYEE” BRANDING • EB through Personal Branding… build and reshape your brand through your employees • Empower employees to become experts and influencers in their field • Encourage them to share and let their voices shape the brand

84. INNOVATORS IN ”EMPLOYEE” BRANDING • These companies are evangelizing and amplifying their employer brand through Recruiter Branding • Training recruiters to develop and strengthen their personal brand and boost the overall employer brand • Engaging hiring teams as well… collaborating, encouraging social sharing, telling their stories

85. Great talent isn’t attracted to mediocre recruiters. Wade Burgess, LinkedIn @WadeBurgess

86. WHY “EMPLOYEE” BRANDING? • “Employee Branding” spotlights the people behind the products & services your customers know and love • Humanizes the brand… think Honey Bunches of Oats

87. https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priority http://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr VIRALITY & TRUST • Brand messages see 571% more reach when shared by employees • 90% trust recommendations from people they know; only 33% trust brand messages • 3X more likely to believe employees than CEOs when it comes to work culture

88. ENCOURAGES EMPLOYEE ADOPTION & ENGAGEMENT • Gives employees a personal incentive to share • No more begging and hoping employees share and engage • Gives them a “WIFFM”

89. REFERRAL MARKETING • Don’t have a “big name” brand? No prob! Market to prospects in your own back yard • Employee Branding supports referral marketing - targeting people your employees already know • Each like, comment & share reaches your target audience

90. HOW DO WE GET THERE? • Get buy-in from above. Create a business case. • Give employees a forum where they can share. “If you build it, they will come.” • Create a branded hashtag to unify content across channels

91. TIPS FOR “EMPLOYEE” BRANDING SUCCESS • Train employees on social, personal branding, EB strategy • Give them tools and resources to succeed • Celebrate wins • Embrace change. Take calculated risks. That’s where the big wins happen!

92. “The best way to predict the future is to create it.” - Peter Drucker

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Employer branding 2.0: Where do we go from here? | Talent Connect 2016

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