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The Employer Brand Action Plan For Those That Don’t Know Where to Start
Stacy ZaparPrincipal & Founder, Tenfold
Employer Brand Strategist, Greenhouse
@StacyZapar
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social
speaking
featured
recruiting
boards
clients
stacyzapar.com40K+ 37K+ 1M+
TBA Soon!
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SOURCING IS LIKE FISHING
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SOURCING IS LIKE FISHINGEMPLOYER BRANDING IS LIKE CASTING A NET
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SOURCING IS LIKE FISHINGA STRONG EMPLOYER BRAND
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SOURCING IS LIKE FISHINGA STRONG EMPLOYER BRANDADDED BONUS? IT HELPS WITH SOURCING TOO!
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83%Agree that employer
brand has a significant impact on the ability to hire
great talent.
Lower cost per hire by up to 50%.
Reduce employee turnover by up to 28%.
2 in 3 will accept a LOWER salary if you have a strong employer brand.
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SOURCING IS LIKE FISHINGA STRONG EMPLOYER BRANDBUT WHAT IF YOUR BRAND ISN’T STRONG?
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SOURCING IS LIKE FISHINGA STRONG EMPLOYER BRANDOR YOU’RE ATTRACTING THE WRONG TALENT?
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SOURCING IS LIKE FISHINGA STRONG EMPLOYER BRANDOR YOU HAVE NO CLUE WHAT YOU’RE DOING?
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50%of recruiters
don’t understand their own employer brand.
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EMPLOYER BRAND
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people
employer brand
culture
perks
leadershipalumni
network
current employees
candidate experience
reputation
perception
transparency
authenticity
Employee Value Proposition Company Culture
People Candidate Experience
EMPLOYER BRAND
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EMPLOYER BRANDING TELLS A STORY...
a , transparent story of what it’s
really like to work at your company.
relevant
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Where can you find this content?
How does it all work?
Where do you even start?
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GAMEPLAN
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DO YOUR HOMEWORK: RESEARCH
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ASK QUESTIONS: LISTEN TO YOUR EMPLOYEES
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SOCIAL LISTENING: BE A SPONGE
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IDENTIFY CORE VALUES / DEVELOP AN EVP
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ESTABLISH GOALS OF AN EB PROGRAM
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SOCIAL TRAINING FOR EMPLOYEES
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BUILD AN EMPLOYER BRAND ROADMAP
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TAKE INVENTORY
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PR / AWARDS
MARKETING / CORPORATE BLOG
EARNINGS ANNOUNCEMENTS
JOB POSTINGS
CORP SOCIAL RESPONSIBILITY
COMPANY BENEFITS
TEXTTHE MEH
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TEXTTHE WOW
IN THE NEWSDEPARTMENT / EMPLOYEE BLOGS
OFFICE ENVIRONMENT / CUBE LIFE
COMPANY EVENTSCOMPANY CULTURE / DAY IN THE LIFE
ASKING QUESTIONS
EMPLOYEE SPOTLIGHTS
UNIQUE PERKS & BENEFITS
CANDID PHOTOS / IPHONE VIDEOS
CAREER STRATEGIES
HUMOR / MEMES
RELEVANT QUOTES
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“”
Great content makes people want to share, care or swear.
@PRSarahEvans
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WHAT’S IN A NAME? EVERYTHING!
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A UNIQUE & CONSISTENT HASHTAG
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ESTABLISH PILLARS OF CONTENT
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DEVELOP A MEASUREMENT PLAN
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DEVELOP A CONTENT CURATION STRATEGY
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DEVELOP A COMMUNITY MGMT PLAN
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DEVELOP A CONTENT CALENDAR
Content curation, schedule
posts for the week
Engage,follow back
Engage Engage,follow back
Engage Engage, #FF
SUN MON TUE WED THU FRI SAT30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN
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SET UP A BLOG: TELL EMPLOYEE STORIES
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EMPLOYEE SPOTLIGHTS & BLOG POSTS
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AN ENGAGING CAREERS PAGE
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BRANDED, INNOVATIVE JOB POSTINGS
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DEVELOP A GLASSDOOR STRATEGY
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FOCUS ON CANDIDATE EXPERIENCE
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Questions? Ask #GDSummit
Stacy ZaparPrincipal & Founder, Tenfold
Employer Brand Strategist, Greenhouse
@StacyZapar