1 Build your employer brand to win and retain top talent Anne Valeri Agenda • • • • • • Employers still challenged 66% have difficulty finding relevant talent. 65% say it’s impacting their bottom line
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Build your employer brand to win and retain top talent
Anne Valeri
Agenda
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Employers still challenged
66% have difficulty finding
relevant talent.
65% say it’s impacting their
bottom line
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Company size: 250
Average turn-over rate: 8%
Number of positions to backfill: 20
Cost to hire: 20%
Median salary: $50,000
= $200,000
Employers surveyed claim:
58% decrease in productivity
38% lower engagement and morale
37% increased employee turn-over
The average Google employee generates $1 million in revenue for the company / year.
Recruiting a top technologist = 300X more productivity.
A top technologist = $300 million to Google’s revenue each year.
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Job seekers have more power to accept and reject positions.
42% of the offers recruiters extend to candidates were not accepted.
Loss in productivity!
Job seekers are consumers
64% of job seekers who have a bad
candidate experience will never buy that
company’s products and services again.
Talent management = marketing
Sole responsibility of HR?
60% of HR professionals are driving their employer brand strategy
Not just the responsibility of one department
Cross functional effort
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70% of Canadian employers
plan to increase their spend in
employer branding.
But only 10% have a clear
strategy in place.
“A strong employer brand connects and blends together values, HR policies and people strategies, to create behavioural
DNA of the organization”
“An employer brand is not created.
It can only be revealed.”
More than a slogan
An authentic description of an experience
Attracts candidates who align with your company’s experience
Retains employees who are proud to be part of the experience
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“I’ve learned that
people will forget
what you said,
people will forget
what you did but
people will never
forget how you
made them feel.”- Maya Angelou
Job Seeker
Candidate
OfferOnboard
Develop & Retain
Talent
Management
Lifecycle
Know what motivates job seekers
Craft your story
Communicate your message
Improve your bottom line
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Know what motivates job seekers
63% of Canadians polled evaluate key factors before they decide to apply to a job:
1. Opportunities for advancement2. Work-life balance3. On-the-job training4. Industry leader5. Financial stability of company
31% will take a pay cut for
career growth
36% will take a pay cut for
work-life balance
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Build your employer brand
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Align with your consumer brand
What you do.
Why you do it.
How you do it.
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Craft your story
Mission
Values
Culture
Employees
Benefits
Unique Value Proposition
Make people part of your story
Human connection
Makes you real
Experiential
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Define your target audience
Cultural fit
Generational
Location
Diversity
Cross generational with skew to GenYCollaborative
EntrepreneurialSelf-starterAdaptable
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Communicate your message
Good design is good business
Easy navigation
Clear content
Visuals
Show that you are invested
in what you say
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Human beings are visually oriented
A person’s brain
processes visuals 60,000
times faster than text.
Video can increase
career page conversions
by 90%.
Drive awareness online
Be where your
audience is
Advertise online
Search optimize
Social media
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TargetNew grads who want to grow their career
Families seeking a better quality of life
Goals• Raise awareness among job seekers
outside Saskatchewan about opportunities & quality of life
• Drive traffic to their microsite on Workopolis to learn more and apply to roles
Improve your bottom line
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Create a talent pool
Hire faster
Hire right
Increase engagement
Increase productivity
Drive referrals
Build brand equity
Questions?