You Are What They Think: How Companies Invest and Measure...

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© 2019 PeopleScout – A TrueBlue Company | Confidential and Proprietary 1

May 7, 2019

PeopleScout: Your Global Talent Partner From Now to Next

You Are What They Think: How Companies Invest and Measure the Impact of Employer Branding

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Introduction

Employer branding has a significant

impact on hiring, says 72% of

worldwide recruiting leaders in a

LinkedIn report

Q4 2018 Gartner research put talent

shortages as the top risk up, from 3rd in

Q3

The same report states only 1 in 4

HR leaders use analytics to

understand why people choose

their company.

85% say that the impact of

employer brand extends way

beyond the hiring process

Mercer’s Global Talent Trends 2019 highlights the need to create a brand

proposition that attracts the talent you want.

Employer

Branding

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What is the impact for the business? Organizations with

an actively

managed value

proposition are able

to reach 50%

deeper into

the labor market to

attract passive

candidates

Employers with an

attractive value

proposition have to

pay 11% less in

salary premiums

in order to hire

talent than those

with an unattractive

EVP

Employees joining

organizations with a

best practice EVP

are 38% more

committed than

those joining an

organization with a

poorly articulated

proposition

Employees

joining an

organization

with a clear

EVP are twice

as likely to be

advocates of

the brand

Organizations

with an

embedded EVP

across the

employee

lifecycle have

seen up to a 28%

reduction in

turnover

Businesses

with strong

employer

brands have

seen up to a

43% decrease

in cost-per-

hire

Sources: Gartner, PeopleScout, LinkedIn, Cornell University, Glassdoor

Companies with

evolved EVPs are

twice as likely to

deliver financial

performance

substantially above

that of their peers

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The Employer Brand Landscape

Referral Scheme

Social Network

Blog

Internal

Communication

Intranet

Welcome/

Induction Pack

ATS

One-to-One

Engagement

Website

Website

Interviews

Social Ads

Social Media

PPC

Radio and Print

Ads on Generic

On and Offline

Platforms

Referral Scheme

PR

Trade Shows

Word of Mouth

Strangers Visitors Candidates Employees Advocates Onboarding Application Engagement Attraction

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The Elements of a Successful EVP

EVP

The articulation of the value offered to your employees

PILLARS NARRATIVE STRAPLINE

DEFINES RELEVANCE DEFINES CONSISTENCY DEFINES FOCUS

Core components of your

proposition, informed by

insights into your cultural

DNA and your audience’s

motivations

Usually a single,

manifesto-style paragraph

– it’s the emotive “sell” of

what you offer

A concise phrase which

summarises your overall

offering – memorable

rather than detailed

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High Priority Indicators

03

Underlying effort

to differentiate

from competitors

but a sense of

mixed results

04

Increased

budget and more

often a specific

EB budget

05

Encourage

employee

advocacy through

internal

communications

01

HR, TA &

Marketing share

responsibility

06

Measurement is

important to share

success and focus

efforts

02

Double the

activity to help

manage the

brand

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Differentiation

Extent Employer Brand Distinguishes Companies Among Competitors

An astonishing 87% of respondents do not believe that their

employer brand completely distinguishes them in the talent market

Completely

13%

Somewhat

64% Neutral

16%

Very little

5%

Differentiation

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Measurement

Despite the priority of employer branding and the growing investment from many organizations

only 20% have established metrics

Measuring the Impact of Employer Branding Activities

91%

82%

Social engagement

rates

64%

45%

Quality of applicants

Career site traffic

Creating goals around inbound

referrals

27% Outbound recruiter

response rate

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Talent Acquisition

≫0% unimportant!

≫Careers website analytics also provides

insight into brand impact

≫Successful employer branding will unlock

the power of referrals

≫91% see social media engagement as a

key measure of impact

≫Drives quality of hire (82%) 46%

43%

11%

0%

Very important

Important

Neither important nor unimportant

Unimportant

Importance of Employer Brand in TA Strategy

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Brand Building Activity Undertaken by High Priority Organizations

Ways Companies Have Invested

Internal investment areas are deemed as important as many external activities.

71% 71% 67%

63% 58%

54%

Implemented

strategy to

increase followers

on social

networking

Expanded

internal

communication

promoting brand

to employees

Encouraged

employees to

take active role in

promoting

employer

brand/brand

ambassadors

Increased budget

for employer

brand

Expanded

campus recruiting

Launched formal

employee

recognition

programs

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Employer Branding Priorities

Social Media

Over 70% invest

in building a social

media strategy

Rank

Many organizations

see their campus

activity as an

important audience

to amplify their

employer brand

Candidate Experience Website Activity

The higher

organizations rank

the priority of

employer branding,

the more they

allocate investment

Ensuring the

candidate

experience is

representative of the

employer brand is a

key investment area

for more than half of

the respondents

Surprisingly few

organizations see

their website as

an opportunity to

share their brand

ethos

Promotion

There is strong

focus on

promoting the

employer brand to

the internal

audience

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Embedding the EVP across every employee touchpoint

Deploy

Awareness

Attraction

Recruitment

Engagement

& Retention

Careers website Social media channels

(LinkedIn, Twitter, etc.)

Third-party review sites

(i.e. Glassdoor)

Campus and

events collateral

Role profile/preview materials

Recruitment

marketing toolkit

Recruitment agency

briefings and toolkit

Talent network and communication

keep warm materials

Hiring manager briefing

and toolkit

Candidate management

communications and experience

Assessment and interview

materials and assets

Offer pack

Onboarding portal and assets

Orientation/induction

program and collateral

Employee referral program and assets

Learning, development and talent

management programs and materials

Internal mobility platform

Performance management

program and materials

Reward and benefits portal

Wellbeing program and

assets

HR services communications

(PR for HR)

Intranet / collaboration

platform

Culture and engagement

program

Employee recognition

scheme/program

Alumni program and marketing

Employee advocacy platform

EVP

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© 2019 PeopleScout – A TrueBlue Company | Confidential and Proprietary

For more information please visit www.peoplescout.com.

PeopleScout, a TrueBlue company, is the world’s largest RPO provider

managing talent solutions that span the global economy, with end-to-

end MSP and talent advisory capabilities supporting total workforce

needs. PeopleScout boasts 98 percent client retention managing the

most complex programs in the industry. The company’s thousands of

forward-looking talent professionals provide clients with the edge in the

people business by consistently delivering now while anticipating

what’s next. Affinix™, PeopleScout’s proprietary talent acquisition

platform, empowers faster engagement with the best talent through an

AI-driven, consumer-like candidate experience with one point ATS and

VMS integration and single sign-on. Leveraging the power of data

gleaned from engaging millions of candidates and contingent

associates every year, PeopleScout enhances talent intelligence for

clients across more than 70 countries with headquarters in Chicago,

London and Sydney and global delivery centers in Charlotte, Toronto,

Montreal, Bristol, Krakow, Gurgaon and Bangalore.

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You Are What They Think: How Companies Invest and Measure...

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