Positioning Your Employer Brand (the right way…)
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Positioning Your Employer Brand (the right way…)
What is a brand ?
Product Logo
Brand
Corporate vs Employer brand
Corporate brand Employer brand
Where you want to be
Corporate Brand
Promoting the whole corporate entity
Aimed at clients, external facing
Focus is on user/customer acquisition
Employer Brand
What you offer to current and potential employees
What’s it like to work for your company
Focus is on talent acquisition and retention
What brand would you like to work for?
One of these?
Apple, Google...
Why?
Because of your perception of them as a
company and employer.
Why brands are attractive to work for
Awesome people & culture
Great perks
Great projects/clients
Strong corporate brand Development
opportunities
Good work/life balance
Entrepreneurial
Enjoyable work environment
Amazing team
Supportive management team
Why is a strong employer brand important?
What does hiring cost?
41% of companies say that a bad hire cost them at least
Replacing an employee costs an
average of
Average placement costs with recruiters
£4.5k £19k£30khttp://hiring.monster.co.uk/hr/hr-best-practices/recruiting-hiring-advice/managing-hiring-costs/what-are-the-general-costs-of-using-recruitment-agencies.aspx
http://www.hrreview.co.uk/hr-news/recruitment/it-costs-over-30k-to-replace-a-staff-member/50677
http://www.fastcompany.com/3028628/work-smart/infographic-how-much-a-bad-hire-will-actually-cost-you/1
Hiring can cost a lot
& Bad hires can cost more
But with a strong employer brand...
Hiring costs less, retention is improved & your workforce will be more engaged
An engaged team is worth it
Attract long term
employees
Double revenue
High levels of employee engagement can increase revenue by up to 2.5 times
Engaged employees are 87% more likely to stay compared to their less engaged counterparts
http://wisembly.com/en/blog/2016/05/05/the-value-of-getting-employee-feedback
Employer branding top tips
A frequent mistake by startups is a total focus on customer/partner acquisition ignore the employer brand – if you don’t begin to build momentum now it could cost you in future
At an early stage, you can decide what this looks like
You need to define your company values
Decide what it’s like to work at your company
Outline the opportunities for development
Remember “ treat your employees like your best customers “
Offer more than just salary
Don’t just be seen hiring for specific positions – promote the company an employer more generally too
Great examples of a strong employer brand
Softcat
Benefits of a great employer brand
Increase retention Competitive against big
brands
Increased productivityMore engaged
employees
Sustainability
Employees become recruiters making
referrals
Increased sales
Reduced recruitment
costs
How to build the team
Make the unknown, known
Make a ‘day in the life at your company’
Answer these questions:
Make it clear what perks are available
Talk about why your employees love to work for you
State your vision and values for the company
What is it like to work at your company?
What does the office look like?
What fun things do you do?
What is the culture like?
Make a team page with employee bios
Top tip: Videos can lead to 50% more engagement with an organisation
Be as open as possible about business performance
How to build the team
4 Offer more than just salary – share the vision
2 Look for ‘fit’ not just skills/experience
1
3Recruiting is marketing! Optimise your marketing platforms, content and website
Make it clear what your talent gets from you5
Map out your goals and plan how
your team will achieve these*
Note: *‘Define your objectives, plan how you are going to achieve these. Then design the job specifically to work towards achieving these objectives, then decide a job title. Don’t just hire based on pre-existing job titles.’
How to build the team
Make it easy for your team to refer – no agencies!
Advertise on social media
Make exciting content about your company
Treat your talent acquisition like customer acquisition
Create email templates to speed things upConsider a referral scheme
Top Tip: Referral bonuses should be paid after the new hire has completed probation Make a career’s landing page
Don’t neglect your website & company blog
01 Plan out your hiring campaign
Plan your hiring campaign
Launch hiring
campaign
Job posting
Website & SEO
strategy
Content and digital
strategy
Outline the need
Plan your hiring campaign
Website & SEO
strategy
Content and digital
strategy
Make sure you can be found easily online
Keep your site updated with news, team members and clients.
Consider a hiring landing page with relevant keywords.
To get new applicants
To engage with existing applicants
To reconnect with previous applicants
Get going on job websites02
Great resources
Hired (Connecting with Devs)https://hired.co.uk
Angellist (Employer Branding & Hiring)https://angel.co
Workable (Recruitment software)https://www.workable.com/
Unicorn Hunt (Start up job board)https://unicornhunt.io
Workinstartups (startup job board)https://workinstartups.com
Escapethecity (great for non-profits)http://www.escapethecity.org/
Jobbio (Employer Branding & hiring)https://jobbio.com/gb
Headstart (Graduate talent matching app)http://headstartapp.com/
MeVitae (AI-based recruitment software)https://mevitae.com/
Walker Davies (Friendly neighbourhood talent dude)http://www.walkerdavies.com/#hiring
Crunch Poster (job board guru)https://www.crunchposter.co.uk
03 Network – online and offline
Talk to friends, family and current employees
04
05 Reconnect with previous applicants
Ask for help!06
“To win in the marketplace you must first win in the workplace.”
Doug Conant, CEO of Campbell’s Soup
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