Stacy Zapar, Tenfold Employer Branding has become an integral part of the Talent Acquisition conversation in recent years. And we've evolved by leaps and bounds. But where do we still have room to grow? What's the next step in this evolution? How do we bridge the gap between consumer brand and employer brand? How do we get away from “employer blanding” to truly unique content and messaging that differentiates and helps candidates self-select? What are forward-thinking companies doing now to share content that's more transparent and authentic, rather than sugar-coated sunshine and rainbows? Hear Stacy's predictions and recommendations for the next wave in the Employer Brand evolution so you can start taking steps now to be ready for what's next. Catch the best of Talent Connect: http://bit.ly/2e5ojNe

3. MY STORY… IN UNDER A MINUTE

15. CONSULTING &
TRAINING

16. 160K+ 40K+

17. 01 Employer Branding Today:
How Far We’ve Come
TODAY’S AGENDA
02 Where Do We Still Have Room
to Grow?
03 Employer Branding 2.0:
Where Do We Go From Here?

18. EMPLOYER BRANDING TODAY:
HOW FAR WE’VE COME
01

19. WE’VE COME A LONG WAY,
BABY!
• “Employer Branding” first coined in ‘90s
• In 2003, only 61% awareness of the term
within HR (and 41% outside of it)
• EB roles have increased 5X in past 10
years, 2X in the past 5 years and another
50% in the past 3 years!
https://en.wikipedia.org/wiki/Employer_branding
Talent Brand “Mix & Mingle” event at LinkedIn Talent Connect 2016

20. CONTENT /
EMPLOYEE STORYTELLING

21. WE’RE PEELING BACK
THE CURTAINS
• Embracing transparency
• Sharing insights pre-apply
• “Can I see myself working
at this company?”

22. PR / Awards
Marketing / Corporate Blog
Earnings Announcements
Job Postings
Corp Social Responsibility
Company Benefits
CONTENT THEN

23. TEXT
Employee Spotlights
Employee Storytelling
Office Environment
Company Events
Company Culture
The Work Being Done
Unique Perks & Benefits
EVP / Core Values
Meet the Team
Humor / Elements of Fun Social Causes
CONTENT NOW
Customer Advocacy

24. EMPLOYEE
STORYTELLING
CREATIVE / BRANDED
CAMPAIGNS

25. EXPANDING OUR HORIZONS

26. VARIED SOCIAL CHANNELS

27. BLOGGING / CONTENT MARKETING

28. ENGAGING CAREERS PAGES

29. VIDEO CONTENT

30. STREAMING / LIVE VIDEO

31. BRANDED JOB POSTINGS / LANDING PAGES

32. TWEETCHATS / PODCASTS / HANGOUTS ON AIR

33. EMBRACING TRANSPARENCY

34. EMBRACING TRANSPARENCY

35. A SEAT AT THE TABLE

36. LINKEDIN SURVEYED 4000 HR LEADERS
https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

37. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
HR LEADERSHIP RECOGNIZES IMPORTANCE OF EB

38. https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf
IF YOU HAD UNLIMITED BUDGET, WHERE WOULD YOU
INVEST?

39. https://hbr.org/2015/05/ceos-need-to-pay-attention-to-employer-branding
60% of CEOs surveyed said that
Employer Brand responsibility
lies with the CEO.
Harvard Business Review
(And 40% of Marketing leaders agreed.)

40. EMBRACING THE
SHARING ECONOMY

41. UNCONFERENCES / FACEBOOK GROUPS / #HROS

42. WHERE DO WE STILL
HAVE ROOM TO GROW?
02

43. MORE DATA-DRIVEN

44. DATA-DRIVEN EB
• No more EB for EB’s sake
• Not just about vanity metrics
• Conversion. ROI. Business Impact.

45. WHAT SHOULD WE MEASURE?
• Depends on YOUR specific recruiting
challenges, EB goals and business
needs
• “Show me what you measure and I’ll
show you what you care about.”

46. Cost per hire
Apply to submit ratio
Careers page traffic
Time to fill
Quality of applicants
Quantity of applicants
Careers page bounce rate
Quality of hire
Employee surveys
Retention rates
WAYS TO MEASURE ROI

47. WHY DO INSIGHTS MATTER?
• EB should be impacting the business
• You can’t fix what you don’t
understand
• Affects future budgets and resources

48. SO HOW DO WE GET THERE?

49. USE TOOLS AT YOUR DISPOSAL
• Google Analytics
• ATS / CRM
• Social Analytics
• Online Ratings / Reviews
• Employee Surveys
• Candidate Experience Awards

50. DEVELOP PERSONAS
• Know your target audience
• Speak to your target audience
• Engage your target audience

51. TIE EB GOALS TO
RECRUITING CHALLENGES
• What are our recruiting challenges?
• What do you hope to solve?
• Determine EB goals based on those
challenges
• Benchmark, measure, adjust

52. CONVERGENCE OF EB /
CORPORATE BRAND

53. Branding is a promise to your
customer. Employer branding is a
promise to your current and future
employees.
Kathryn Minshew
@kmin

54. TWO SIDES OF THE
SAME COIN
• EB often operates as a side show; it’s
time to recognize that it’s all one
brand
• EB impacts corporate brand and vice
versa… one hand feeds the other
• Two different audiences, but great
content can often work for both

55. http://universumglobal.com/insights/consumer-versus-employer-brand/
THE CONNECTION IS GROWING

56. BUT WE AREN’T THERE YET
http://universumglobal.com/insights/consumer-versus-employer-brand/

57. CANDIDATES ARE CUSTOMERS &
CUSTOMERS ARE CANDIDATES
• There’s a 75% overlap between Zappos’
customer database and their ATS…
Starbucks is at 85%.
• “Candimers” and “custidates”
• We’re speaking to the same people, just in
different contexts
• A bad experience with your company can
impact both consumer / candidate interest
https://www.icims.com/hiring-insights/for-employers/article-the-cost-of-a-bad-candidate-experience-how-to-avoid-it

58. BOTH BRANDS SUPPORT
EACH OTHER
• Employee spotlights & storytelling
are great vehicles for boosting
corporate brand
• Great EB content humanizes the
corporate brand
• Boosting one brand automatically
helps the other

59. DIRECT OVERLAP BETWEEN EB & BRAND VALUE
http://www.millwardbrown.com/brandz/top-global-brands/2016http://https://www.linkedin.com/pulse/behind-top-attractors-how we-discovered-worlds-best-hirers-roth

60. http://www.lippincott.com/files/documents/news/Perspective_Align_Your_Consumer_and_Talent_Brand_LinkedIn.pdf
ALIGNED BRANDING DRIVES BUSINESS RESULTS

61. EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND

62. EMPLOYEE SPOTLIGHTS HUMANIZE CORPORATE BRAND

63. CONSUMER ADVERTISING MEETS EMPLOYER BRANDING

64. EMPLOYEE STORYTELLING BOOSTS CORPORATE BRAND

65. HOW TO DEVELOP A UNIFIED
BRAND STRATEGY
• Partner more closely with Marketing to
develop an aligned brand strategy
• Unify messaging and convey many of
the same values and promises
• Develop and repurpose content that
works for both audiences
• Use data to derive insights and show
EB impact on corporate brand

66. THINK & ACT
MORE LIKE MARKETERS

67. IT’S TIME TO GROW AS
MARKETERS
• What are current trends in consumer
marketing today? What does today’s
consumer expect?
• Candidates are consumers and we
must market to them as such
• Time to put on our marketing hats
and raise the bar

68. TRENDS IN CONSUMER
MARKETING
• Great content marketing
• Mobile marketing
• Data-driven marketing
• Relationship management &
brand loyalty

69. CONTENT IS (STILL) KING
• Advocacy marketing & storytelling
• Influencer marketing
• User-generated content
• Video content

70. Great content makes people want
to share, care or swear.
Sarah Evans, FAVES + CO
@PRSarahEvans

71. ADVOCACY MARKETING &
EMPLOYEE STORYTELLING
• “If you want your content to be great,
ask your community to participate.”
- Lee Odden
• Share the stories of your
employees… the work they’re doing,
their journeys, their perspectives
• Humanize your brand

72. INFLUENCER MARKETING
• Leverage employees who are
influencers in their space (or should be)
• Give them a platform to share what
they know
• Show future employees that they’ll be
working with the best and the brightest

73. ADVOCACY MARKETING /
USER-GENERATED CONTENT
• Let your employees, customers and
candidates speak for you
• Allow the voices of your fans spread
their own message and boost your
brand
• How does this translate to EB and
recruiting?

74. USER GENERATED CONTENT: VIDEO COVER LETTERS

75. VIDEO CONTENT
• Video is everywhere and dominating
as the content format of choice for
marketers
• In 2015, adults spent an average of
1 hr 16 min daily watching digital video
• By 2019, video will account for 80% of
online consumer traffic
http://www.slideshare.net/tuananguyen716/forecasting-digital-in-2016

76. WORLD-CLASS EMPLOYER BRANDING VIDEO

77. MAINSTREAM EB ADVERTISING (WE’VE ARRIVED!)

78. MOBILE RECRUITING
• 90% of jobseekers use their mobile to
job search
• 90% of Fortune 500 career sites
do not yet have a mobile apply option
• “Pinch and zoom” is not a mobile
strategy
http://www.wepow.com/top-10-recruiting-stats-you-should-know-in-2016/
http://www.blogging4jobs.com/social-media/5-mobile-recruiting-myths-in-2 016/#y7FVh4deqoo4b7VG.97

79. RELATIONSHIP MGMT &
BRAND LOYALTY
• Push for long-term relationships, not
transactional, one-time experiences
• Build your brand, drive loyalty and
market to them appropriately
• Not a fit today doesn’t mean they
won’t be tomorrow… or know
someone who is

80. WHY UP OUR MARKETING
GAME?
• Candidates are consumers and
expectations are high
• To attract the very best talent, we
need to market to them appropriately
• Better branding leads to better
results

81. ONLY 1 IN 3 EB TEAMS PARTNER WITH MARKETING
https://business.linkedin.com/content/dam/me/business/en-us/talent-solutions/resources/pdfs/global-recruiting-trends-2017.pdf

82. WHY ALIGN WITH MARKETING?
• Access to resources, tools, budgets
• Seat at the table, not just a side show act
• Expand and grow as marketers

83. HOW TO THINK & ACT
MORE LIKE MARKETERS
• Collaborate with Marketing, consider
reporting up to CMO
• Hire marketers onto EB team
• Understand Marketing’s brand
strategy and follow brand guidelines
• Share strategies, editorial calendars,
social channels, project management
tools, etc.

84. EMPLOYER BRANDING 2.0:
WHERE DO WE GO FROM HERE?
03

85. MY THOUGHTS, RECOMMENDATIONS & PREDICTIONS

86. RADICAL TRANSPARENCY

87. LESS SUNSHINE, RAINBOWS & UNICORNS

88. NO MORE EMPLOYER
“BLANDING"
• Truly differentiated content
• A goal of true transparency rather
than only highlighting positives
• Real insights that help candidates
make informed decisions

89. “ ”THIS IS MY ACME. I AM ACME.
WHAT’S GOOD / WHAT’S CHALLENGING
WHAT I LOVE / WHAT’S HARD
FAVORITE PROJECT / TOUGHEST PROJECT
WHO WILL BE SUCCESSFUL HERE / WHO MIGHT NOT BE
TRANSPARENT BRANDING. TRULY AUTHENTIC.

90. WHY RADICAL
TRANSPARENCY?
• Want to attract the right people, not
more people
• Drives self-selection
• Snapchat culture: authenticity is raw
& real, not perfect & sanitized
• Embrace imperfection & keep it real

91. HOW CAN WE ACHIEVE
BETTER TRANSPARENCY?
• Own the culture you have* and push
it out (good and bad)
• “Meet the Team” spotlights on
careers page & job postings
• Employee takeovers on social
channels
• Encourage social sharing by
employees

92. EMBRACE YOUR DIFFERENTIATORS & IMPERFECTIONS

93. LO-RES VIDEO: EMBRACING TRANSPARENCY

94. “EMPLOYEE” BRANDING

95. BUBBLE-UP
“EMPLOYEE” BRANDING
• Instead of top down branding, work
from the bottom up
• Have content bubble up from
employees rather than always being
pushed down by central team
• Relinquish some editorial control

96. BUBBLE-UP
“EMPLOYEE” BRANDING
• EB through Personal Branding…
build and reshape your brand
through your employees
• Empower employees to become
experts and influencers in their field
• Encourage them to share and let their
voices shape the brand

97. INNOVATORS IN ”EMPLOYEE”
BRANDING
• These companies are evangelizing
and amplifying their employer brand
through Recruiter Branding
• Training recruiters to develop and
strengthen their personal brand and
boost the overall employer brand
• Engaging hiring teams as well…
collaborating, encouraging social
sharing, telling their stories

98. Great talent isn’t attracted to
mediocre recruiters.
Wade Burgess, LinkedIn
@WadeBurgess

99. WHY “EMPLOYEE” BRANDING?
• “Employee Branding” spotlights the
people behind the products &
services your customers know and
love
• Humanizes the brand… think
Honey Bunches of Oats

100. https://business.linkedin.com/talent-solutions/blog/2015/07/why-your-recruiter-brand-should-is-a-top-priority
http://www.slideshare.net/kredible/43-stats-how-personal-branding-helps-sales-marketing-and-hr
VIRALITY & TRUST
• Brand messages see 571% more
reach when shared by employees
• 90% trust recommendations from
people they know; only 33% trust
brand messages
• 3X more likely to believe employees
than CEOs when it comes to work
culture

101. ENCOURAGES EMPLOYEE
ADOPTION & ENGAGEMENT
• Gives employees a personal incentive
to share
• No more begging and hoping
employees share and engage
• Gives them a “WIFFM”

102. REFERRAL MARKETING
• Don’t have a “big name” brand? No
prob! Market to prospects in your
own back yard
• Employee Branding supports
referral marketing - targeting people
your employees already know
• Each like, comment & share
reaches your target audience

103. HOW DO WE GET THERE?
• Get buy-in from above. Create a
business case.
• Give employees a forum where they
can share. “If you build it, they will
come.”
• Create a branded hashtag to unify
content across channels

104. TIPS FOR “EMPLOYEE”
BRANDING SUCCESS
• Train employees on social, personal
branding, EB strategy
• Give them tools and resources to
succeed
• Celebrate wins
• Embrace change. Take calculated
risks. That’s where the big wins
happen!

105. “The best way to predict
the future is to create it.”
- Peter Drucker