Why a strong employer brand is vital in attracting top talent

1. WHYASTRONGEMPLOYERBRANDIS
VITALINATTRACTINGTOPTALENT

2. THE RECRUITMENT CHALLENGE
65%
of UK companies expect a
skilled-candidate shortage
to persist in their sectors
over the next two years
GLOBALLY,
57%
of companies say
competition for talent is
their top challenge
* Bullhorn, UK Recruitment Trends Before and After
Brexit Part I, Aug 2016
* LinkedIn Global Recruiting Trends 2017

3. JOBSEEKERS ARE WELL-INFORMED
Candidates are consulting an average
of 16 sources before applying…
…and only 36% apply without doing
any research

4. What matters to candidates
* LinkedIn Global Recruiting Trends 2017
Culture and values
Perks and benefits
Mission and vision
1
2
3

5. The value of a strong
employer brand
80%
of talent leaders say
employer branding
significantly impacts their
ability to hire talent
Employer brand: An organisation’s reputation as
an employer and the value it offers to employees
(rather than customers)
i.e. “Why should I work for you?”

6. Employerbrand
=
Companygeneratedmessages
+
Employeegeneratedmessages

7. Developing your
employer brand
• What are your company values and how are they brought to life?
• What information do your candidates need and want?
• What’s your employee value proposition?
• How will you communicate that to the outside world?
• How will current employees be involved in this process?
Employee Value Proposition (EVP)
The unique set of benefits which an employee receives
in return for the skills, capabilities and experience they
bring to a company

8. Know your audience
Detailed candidate personas identify who you
need to reach and how:
• Personality traits
• Skills and capabilities
• Values and goals
• Location
• Media preferences
• Interests and behaviours

9. Get the message out
Use a variety of channels and tactics to
communicate your employer brand:
• Careers sites and join us pages
• Social channels
• Blogs
• Jobographics
• Creative job ads
• Employer brand videos
• Employee generated content / employee advocacy
“Employees are the most credible voices on
multiple topics, including the company’s
work environment, integrity, innovation
and business practices.”

10. THE RECRUITMENT CHALLENGE
86%
say internal
communications has
the primary focus of
aligning people with
the organisation’s
purpose and strategy
66%
say internal comms is
effective at creating
brand advocates
* Ellwood Atfield, The Changing Face of Internal
Communications, 2017

11. The power of recruitment marketing
UK HR managers say that recruitment marketing has:
Increased the number of
applications per vacancy
Reduced time to
fill positions
Increased the
quality of applicants
Increased the diversity
of applicants
Reduced cost
per hire
Increasedbrand
recognition
Improved staff
retention
* Southerly Recruitment Marketing Insights report, 2016

12. Closing thoughts
Companies on the
Glassdoor Best Places to
Work list outperform the
S&P 500 by an average of
122%
“Having a strong employer brand is about
attracting and retaining the best talent.”
* Glassdoor, 2015
* Steven Cheliotis, CEO, Centre for Brand Analysis