7 Ways To Build A Brand That Attracts Top Talent
Transcript of 7 Ways To Build A Brand That Attracts Top Talent
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
7 Ways to Build a BrandThat Attracts Top Talent
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Featured Speakers
Kira FedererProduct Marketing Manager
at Glassdoor
Rusty LindquistVP, HR Insightsat BambooHR
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Benefits of an Employer Brand
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
49.7deciding if a job opening
is right for them
seconds
Job seekers spend
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
The Golden Circle
vWHY
How
What
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
The Golden Circle
vWHY
How
What
Outside-In (conventional) Inside-Out (remarkable)
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Anatomy of Employer Brand
vWHYValuesMissionBeliefs
How
What
Outside-In (conventional) Inside-Out (remarkable)
Culture
Corp.
Bra
ndHR Activities
Employee Perception Candidate Perception
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Benefits of a Strong Employer Brand
Recruitment costs
Awareness
Candidate quantity
Candidate quality
Acceptance rate
Negotiating power
Employee Retention
Employee Engagement
Employee Performance
Work Culture
Organizational Performance
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
What Is HR’s Role?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Who Should Be in Charge
of employers believe HR should be primarily in charge of developing the corporate brand
51%
45% of employers think HR should be a stakeholder in their corporate brand
Source: http://www.jobscience.com/blog/branding-your-business-to-attract-the-best-candidates/
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
What Is HR’s Role
Measure
Report
Collaborate
Train
Coach
Initiate
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
7 Ways to Build a Brand That Attracts Top Talent
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Get Social1
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Get Social Step 1
Create a presence on social
Highlight company awards, holidays and milestones
Encourage your employees to have a voice and use searchable hashtags
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Get Social: Utilize Photos and Videos Step 1
Encourage viral photos and videos in all departments
Show the real “you” on a career blog or through social posts
Let employees be who they are
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Treat Every Candidate Likea Customer2
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Treat Every Candidate Like a Customer Step 2
Audit interview reviews
Always close the loop with candidates
Respond to interview reviews
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Reinforce Your Core Values, Mission, and Culture3
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Reinforce Your Core Values Step 3
Include in your EVP and promote everywhere
Create a sense of purpose for employees
Empower employees to be an active part
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Managing Results Step 3
Beliefs
BehaviorsResults
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Reinforce Your Core Values
vWHYValuesMissionBeliefs
How
What
Outside-In (conventional) Inside-Out (remarkable)
Culture
Corp.
Bra
ndHR Activities
Employee Perception Candidate Perception
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Ask for Feedback4
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Ask for Feedback Step 4
Don’t wait until review cyclesto ask for feedback
Encourage constant feedback
Take the good with the bad
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Adapt Based on Feedback Step 4
Employer branding is notset it and forget it
Test messaging and getemployee buy-in
Create work hours that cater to your evolving work environment
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Respond to Reviews on Glassdoor5
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Respond to Reviews Step 5
Join the conversation
Compliment the good and appreciate the bad
Show candidates that you value and are receptive to employee feedback
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Get Involved in the Community6
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Get Involved in the Community Step 6
Get your employees involvedin the community
Build CSR programs
Post a calendar to promote company involvement
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Encourage Employees to Become Brand Ambassadors7
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Encourage Employees to BecomeBrand Ambassadors
Step 7
Encourage employees to wear company gear
Involve employees in thehiring process
Utilize referral programs
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Pro Tip
Download Employer Branding for Dummies to help you with your strategy!
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Receive a free job posting on our ATS and full HRIS
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor
Confidential and Proprietary © Glassdoor, Inc. 2008-2015#Glassdoor