DIY Employer Brand: 4 Steps to a Compelling Employer Brand from Scratch

DIY Employer Brand 4 Steps to a Compelling Employer Brand from Scratch

Hong Kong November 2016

Jo Chow Talent Brand Consultant

LinkedIn Hong Kong

Mandy Wong Talent Brand Consultant

LinkedIn Hong Kong

① Why Employer Brand & Why Now?

② Four steps to a compelling Employer Brand from scratch

i. Setup your employer brand project

ii. Develop your Employee Value Proposition

iii. Plan your employer brand communications

iv. Rollout your employer brand

Agenda

① Why Employer Brand and Why Now?

Power has shifted to the candidate

You Already Have an Employer Brand

Companies are hiring for people to own Employer Brand

Talent Brand is here to stay, the proof is in the hiring!

Source: 2016 LinkedIn member Insights

In the past 10 years

5X

Talent Brand roles have increased by

In the past 5 years

2X

In the past 3 years

50%

Has your company developed a clear employer branding strategy?

13%

32%

35%

17%

No, we have not developed a strategy

No, but we are working on it

Yes, but it can be further developed

Yes, we have a clear strategy

* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)






Build a robust case to bring everyone on board

Estimated cost, benefit and risks

Overall business objective – what are you trying to solve?

Stakeholders 1 Stakeholders 2 Stakeholders 3

Executive sponsorship

Responsibility Responsibility Responsibility

KPIs KPIs KPIs

Your key talent pools

Which department is currently responsible for managing your employer brand?*

* Employer Brand International, 2014 Employer Branding Global Trends, (>100% as more than one answer is possible)

8%

13%

17%

18%

42%

CEO

Executive Team

Marketing / Comms / Branding

HR and Marketing / Comms

HR / Recruitment






What is an Employee Value Proposition?

15

The set of benefits or value a company promises to deliver to it’s existing employees and targeted potential candidates as a place of work.

Examples of Employee Value Propositions

General Format Employer Brand Framework

Essence

Employee Value Proposition Pillars

Master brand

Rewarding work

Career Stability

A proven track record that can provide long term career

opportunities.

Challenging Work

Employees work on challenging projects and are continuously being given the

opportunity to stretch themselves.

Make an Impact

Employees have direct access to peers and decision makers

and own the opportunity to make a positive impact in their

roles.

Mission | Vision | Values | Purpose

Average tenure of employees is 12 years

Promote within policy

Belief in employee development through cross functional projects

Employee educational assistance

Pay for performance compensation

Direct access to decision makers

Proof Points

4 Steps to create an Employee Value Proposition

1. Research Internally Understand who you are from the inside out

2. Research Externally Understand the people who you want to hire & what current perceptions they hold of your company

3. Put it all together Identify and articulate your unique offering relevant to your talent market

4. Ensure Buy-In Get internal buy-in and commitment from all stakeholders

Understand who you are Step #1 – Internal Research

Who are we? What do we do? Why do we exist? Why does it matter? Why do people work here? What do people not like about

working here? Why do people leave? How are we different?

Base Line Assessment Step #1 – Internal Research

Start by reviewing all relevant information pertaining to the current articulation of your Employee Value Proposition. The company’s Vision, Mission, and

Values. Company and Careers websites Recruitment materials

Remember to ask your recruiters what they say about your company in an interview

Talk to Your Leaders Step #1 – Internal Research

Leaders determine the strategic direction of the company. They set the tone of it’s working environment and have the biggest influence on the employer brand. Interview a number of senior members in the organisation.

Example questions What was your decision process in joining this company? What does success look like for employees working here? What makes the company a great place to work? Define the organisation’s leadership style. Where will the organisation be in 5 years time? What makes the working experience here better than your

biggest competitor? What needs to be improved in the working experience?

Talk to Your People Step #1 – Internal Research

Employees live the culture every day. Their views are the most realistic reflection of what the company is like to work in today. Conduct several focus groups and interviews.

Example questions Why did you join? What is the company’s main strength as an employer? What can the company improve in it’s employment

experience? What do your tell friends/family about what it is like to work

here? How would you describe the leadership? Is the reality the same as your expectation before joining?

Understand who you want to hire Step #2 – External Research

In order to understand who you want to hire to best position yourself to your target talent you need to be able to answer the following questions… Who are we looking to hire? Where are they? What do they value? Who else is competing for them? What does your competition offer? Tools for doing this research New hire interviews / surveys Desktop review of competitors

Identify your unique offering relevant to your talent market Step #3 – Put it All Together

Now synthesize What the talent market wants What competitors offer What you offer (the authentic you) What you would like to offer (the

aspirational you). This will help you identify your unique position in the market place and clarify your employer value proposition.

Define the Pillars of Your EVP Step #3 – Put it All Together

The company Products and Services Leadership Employee growth and development Culture Values Perks and rewards - pay, extras, leave, maternity, etc. Work Environment Corporate Sustainability - environment, charity

General Format Employer Brand Framework

Essence

Employee Value Proposition Pillars

Master brand

Rewarding work

Career Stability

A proven track record that can provide long term career

opportunities.

Challenging Work

Employees work on challenging projects and are continuously being given the

opportunity to stretch themselves.

Make an Impact

Employees have direct access to peers and decision makers

and own the opportunity to make a positive impact in their

roles.

Mission | Vision | Values | Purpose

Average tenure of employees is 12 years

Promote within policy

Belief in employee development through cross functional projects

Employee educational assistance

Pay for performance compensation

Direct access to decision makers

Proof Points

Get internal buy-in and commitment from all stakeholders Step #4 – Ensure Buy-In

It is essential that your EVP has internal buy-in and commitment from all key stakeholders. Put your internal marketing hat on.






Two types of content

Hub Content they come to you

Feed Content you send the content to them

The perfect hub for your employer brand Next Generation Career Page

What we’ve always heard from companies in Hong Kong…

• Traditional job portal seems not to be fulfilling our recruitment needs, and we always see familiar faces applying

• Time, resources and efficiency: how do I help my company promote employer brand, when I am already so busy?

• Make recruiting smart by automation and big data by social recruitment

1. We are expanding / changing our businesses, that’s why we need new types of talent

2. HR is asked to fill sizable headcounts to support the business

3. HR is understaffed, concerned about time and resources to fill the headcounts

4. Not sure how I can promote my employer brand

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What are talent thinking?

32

Perks and benefits

54% 66%

Culture and values

50%

Mission and vision

1 2016 Global Talent Trends Report 2 Member survey: “How and why people change jobs” – March 2015, 10.5k members

49% of candidates say the #1 obstacle to changing jobs is knowing what it’s really like to work at a company1

What candidates want to know most about your company:

Career Pages let you share your authentic story & drive measurable hiring results

Traffic-driving ads & tailored audience views help you engage high-priority candidates

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• Traditional job portal seems not to be fulfilling our recruitment needs, and we always see familiar faces applying

• Time, resources and efficiency: how do I help my company promote employer brand, when I am already so busy?

• Make recruiting smart by automation and big data by social recruitment

“Life” page provides candidates invaluable culture insights from you & your employees

Robust in-product analytics allow you to see key recruiting results & insights

Reach the right talent 1

Share your authentic story without hassle 2

Measure success 3

“Life” page gives candidates a rich, authentic view into life at your company

Feature inspiring company leaders; allow talent to get to

know them before they join

Feature videos, images, slideshows highlighting your company culture, people, mission

Catch top talent’s eye with a standout image or video telling your company story

Share employee-created photos and

blog posts that tell an authentic

story, while still allowing you to control

your messaging 34

Traffic-driving ads target your high-priority audiences & invite them to visit your Career Pages

On average, traffic-driver ads increase your company followers 68%; followers are a warm pipeline that are 3x more likely to apply1

35

1 LinkedIn Internal Data, 2016 Reach the right talent 1

Dynamic audience views & dropdown give talent a personalized tour of your company

Relevancy drives engagement: viewers are 46% more likely to follow your company when they see content tailored to them1

1 LinkedIn Internal Data, 2016

36 Share your authentic story

without hassle 2

No time, no problem: Career Pages Admin tools make it easy to create & maintain content

Edit mode allows you to preview or save prior to publishing

Easily toggle modules on or off for every audience view

Intuitive, in-line editing experience

We’ll suggest content based on recency and relevancy

37 Share your authentic story

without hassle 2

No time, no problem: Leverage other functions and all employees to help out

38

Potential owners Company logo, banner, slogan, video, description (Company Page)

PR or Marketing

Employer branding banner, slogan, video, company culture description (Career Page) HR

Company update (news) PR or Marketing

Employee events updates (news) HR Jobs posting HR *Employee’s Post & Sharing (New) HR and all employees

*Employee’s events photo collecting (New) HR and all employees

Showcase pages Product Marketing Share your authentic story

without hassle 2

In-product analytics help you measure success at all stages of your recruitment pipeline

Measure visitor growth and frequency; understand the demographics of talent you attract

Gain competitive insight, including Talent Flows

Measure impact on job engagement and pipeline

39 Measure success 3

Our early-access customers have already seen success with Next Gen Career Pages

+60% increase in page views per visitor1

+175% increase in job views1

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1 LinkedIn Internal Data, 2016






Implementation – formula of success

Just do it

Don’t bite more than you can chew

Show and promote early successes

DIY Employer Brand: 4 Steps to a Compelling Employer Brand from Scratch

Recruiting & HR