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Recipe for Recruiting Success: Serve Up a Compelling Employment Brand Marie Norman Director, Talent Acquisition July 31, 2014 11am PT / 2pm ET
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Agenda ? Why Employment Brand Matters Differentiate yourself Who is your audience Know what others are saying Define and work towards your objective ? Where Do We Go From Here? Create agent/ambassador culture Be mobile friendly Drive employee reviews - Social media sites (LinkedIn, Twitter, Glassdoor) Stay connected and network ? Establishing Your Brand Build story Key partnerships Tools & resources
About Jobvite Because recruiting is all we do, Jobvite uniquely understand the demands of your role and developed a solution to increase overall effectiveness. 40M Jobseekers / 250K+ Jobs Source: Jobvite, 2014
About Glassdoor Most trusted and transparent place for today’s candidates to search for jobs and research companies Member growth over 5 yrs 48% of job seekers use Glassdoor (Source: Software Advice, Jan 2014)
About Founded in 1996 by a Nobel Prize-winning economist Personalized, independent investment management and advice through the workplace using proprietary, scalable technology Offered to 9.1 million participants Serves 149 of FORTUNE 500 companies Manages 778,000 accounts worth $92 billion Half of members have balances less than $54,000 Source: Financial Engines Data Warehouse as of March 31, 2014
? Why Employment Brand Matters What is an Employer Brand? “A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another” “Name, term, design, symbol, or any other feature that identifies one product from others” “To impress indelibly”
Who is Your Audience? CANDIDATE OPINIONS CORPORATE BRAND CULTURE EMPLOYEE OPINIONS
Know What People Are Saying of job seekerssay that employee ratings and reviewsare influential when deciding whereto work of job seekersare more likely tovisit a company’scareer site after they view its profile andread employeereviews of job candidatesread online reviews before formingan opinion abouta company Glassdoor Site Survey , Oct 2013 .
Engaging Your Employees 14% - Feedback & Reviews 52% - Family & Friends 5% - Company Website 2% - Recruiter (Harris Interactive, Jan 2012, survey commissioned by Glassdoor) .
Define & Work Towards Objective Attract, engage, and retain talented candidates and employees Sends the right message to the right candidate at the right time! Build a relationship and establish a connection Project a positive image of your organization as a “great place to work” Foster employee commitment and understand company value proposition and goals
? Establishing Your Brand Build Your Story What are key points to convey to your audience? What do you want them to remember? 1 Customize Highlight milestones, accomplishments, unique attributes, etc. Be transparent with pros and cons. 2 Tell It Identify & leverage different communication channels. Keep tone simple & memorable. 3
Story Development (Tools & Resources)
? Where Do We Go From Here? Contests Incentives Gamify Create excitement and involvement
Create ‘Brand Agent’ Culture Identify and nurture relationships with internal & external followers committed to the brand. Incent, reward and acknowledge brand agents. Solicit and collect feedback on what others think about your brand. Generate action plans. Promote culture to new followers (new hires, customers, vendors, community groups, etc.).
Mobile Recruiting FriendlyWhy Do It? said they will use mobile devices to search for jobs atleast once a week of career sites donot support a mobile option to applyfor a job of employees who planned to look fornew jobs in the next12 months cited their mobile devices as critical job-searchtools Glassdoor and iMomentus Survey 2014
Drive Employee Reviews Leverage Social Media (LinkedIn, Twitter, Glassdoor) to introduce and promote your brand to passive & active jobseekers. Encourage employees and candidates to submit reviews on , “like” you on , tweet or favorite you on .
Stay Connected & Network Build talent community groups Make sure they know the elevator pitch (story) Keep in touch with candidates (coffee mtgs, blog updates, mixers, etc.) Promote stories of your company & employees Foster, reward & recognize ambassadors & agents 1 2 3 4 5