Employer Branding, Candidate Experience - OutMatch · EMPLOYER BRANDING, CANDIDATE EXPERIENCE Communicating With The Presenters Twitter: @OutMatchHCM, #OutMatchInsights GoToWebinar

Transforming the world of work.

Employer Branding, Candidate Experience

And How to Gain Competitive Advantage

EMPLOYER BRANDING, CANDIDATE EXPERIENCE

Today’s Webinar Presenters

Client Engagement Manager

Stacey Smiel

2

Charles Summers

Demand Generation Manager

© 2017 OutMatch. All rights reserved.


Communicating With The Presenters

Twitter: @OutMatchHCM, #OutMatchInsights

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Agenda

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• How does improving employer branding improve bottom line?

• What branding and employer branding look like

• Steps to improve employment branding

• Why candidate experience is important

• Identifying problems with your candidate experience

• How to improve your candidate experience

• Questions



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Poll: Where could your

employer branding

use the most

improvement?

A: Alignment with company brand

B: Content creation and distribution

C: Candidate/employee experience

D: Targeting a specific audience of

which contains your ideal candidate

E: None of these



6

Poll: How are you

showcasing your

company

strengths?

A: Company Website

B: Content

C: 3rd Party Channels

D: Other

E: Not showcasing strengths

currently



7

Poll: What technologies

are you currently

using?

A: Applicant Tracking Systems

B: Assessments Technology

C: Payroll/Benefits Software

D: Automated Reference

Checking



8

Poll: Do you experience

any of these

problems?

A: Can’t agree on top hiring priorities

B: Mission is unclear

C: Struggling to adapt to a changing

environment

D: Can’t find enough qualified

candidates

E: None of these© 2017 OutMatch. All rights reserved.


Drive company performance through getting and keeping great people

Predictive Technology

Most Valuable Resource

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• These core competencies lead to advantages over the competition, resulting in things like:

• Increased Revenue

• Increase in Market ShareCompetitive Advantage

• Improved Resources Lead to improved company core competencies such as:

• Innovation

• Quality

• Flexibility

Core Competencies

• Better Employees lead to improved resources such as:

• Customer Service

• Technologies

• Sales Ability

Resources• Improve Employer

Brand/Candidate Experience

• Reduce Employee Turnover

• Find and hire the right employees using data analytics

• Employee/Leader Development

Employees© 2017 OutMatch. All rights reserved.


What Branding Looks Like

“A brand is a name, term, design, symbol, or

any other feature that identifies one seller’s

good or service as distinct from those of other

sellers” (American Marketing Association).


Branding

Branding is the process of giving a meaning to specific products by creating and shaping a brand in consumers’ minds.

Where does branding occur?

• Advertising/communications

• Design of product/product packaging

• Sponsoring and partnerships

• In-store (Pepsi branded displays)

• Attractive prices vs. prices of quality

• Visuals - logo, colors, website functionality

Goals of Branding:

The objective is to attract and retain loyal customers by delivering a product that is always aligned with what the brand promises.


What Employer Branding Looks Like


Where does employer branding occur?

• Everywhere corporate and consumer branding

happens

• Candidate experience (Careers page, ATS,

Assessments, Interview)

• Post employment experience (Benefits,

Interactions, etc.)

• Third party channels – (Glassdoor, Job Boards,

Career Fairs, Radio, Television)

• Content

Goal of Employer Branding:

The objective is to attract more quality candidates,

increase the acceptance rate of candidates, and

retain loyal employees.The process of promoting an organization, as the employer of choice to a desired group, one which a company needs and wants to recruit

and retain.


Corporate/Consumer Branding vs. Employer Branding



How to Improve Your Employer Brand

• Do your values align?

• What are the company goals?

• What is the culture like?

• Meet with the marketing team and other

branding specialists

• Brand Image

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Step 1 – Align with the Company Brand




• What is your ideal candidate?

• How do you differentiate from

competitors?

• Organize data to define gaps

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Step 2 - Focus on what is important for your ideal employee




15

Step 3 - Content Creation Strategy and

Distribution


• Types of Content• Hiring/Benefit/Info Documents

• Infographics

• Articles (best places to work)

• eBooks

• Videos

• Audio

• Content Distribution• Job Boards

• Career Fairs

• Website

• Radio/Television

• PR Sites

• Blogs

• Social Media



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Step 4 - Focus on the candidate and employee experience


• Continue employer branding throughout

the candidate experience and employee

life cycle

• Keep current employees happy

• Glassdoor Reviews

• Word of Mouth


17

Poll: What is your

biggest concern

with your

candidate

experience?

A: Qualified candidate drop off

B: Misleading Expectations

C: Losing potential customers

D: Losing repeat applicants



Why is Candidate Experience Important?

Employers experiencing talent shortages

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40%© 2017 OutMatch. All rights reserved.



Unemployment Rate (as of Sept. 2017)

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4.4%© 2017 OutMatch. All rights reserved.



Between employers is high!

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Competition




Can be made or broken when learning about your organization

21

Relationships



Is the ENTIRE application process?

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How long


How to identify a problem with candidate experience


with candidates about their application?

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Follow up





from candidates about their experience?

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Feedback



Candidate Experience Barriers

understanding of the candidate experience

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Fragmented



to actual candidate perceptions and input

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Not listening




definition of perceptions and experience

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Inside out




How to Fix Candidate Experience

a complete process

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Design• Consistent messaging• Clear expectations• Accurate, descriptive information• Easy to follow directions• Follow up• Respect for candidate time




to current and prospective employees

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Listen

Current employees:• Current Culture• Benefits• Satisfaction• Expectations VS Experience

Candidates:• Perceptions of your company• Application experience




recruitment brand and candidate experience

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Prioritize



Audience Questions

© 2017 OutMatch. All rights reserved.31


Thank You!


The Turnover Scorecard: How Do You Measure Up?

October 18, 2017, 2:00pm–3:00pm EDT

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