Shannon Smedstad - Employer Branding & Culture Fit

CREATING GREAT EMPLOYERBRAND CONTENTShannon Smedstad | EB Consultant

@shannonsmedstad |

WE’VE GOT A LOT TO COVER TODAY

WHAT,SO WHAT?

Q & ATIME

TOP 10TIPS

“67% of employers believe retention rates would be higher if candidates had a clearer picture of what to expect about working at the company before taking the job. – Harris Interactive Survey

“25% of graduates expect to quit their job the first year. – The Telegraph

“Graduates spend less time than other generations researching companies and they are rushing into the wrong role. – CEB

GREAT CONTENT CAN CREATE AWARENESS & INFLUENCE OUTCOMES

KNOWUS

JOIN US

CONSIDER US

TOPTIPS

LET’S DO THIS

POST WITHPURPOSEKnow thyself. And connect people to what matters—strategy, purpose, values, culture, and one another.

1

PURPOSE-DRIVEN CONTENT Compensation Benefits Company information What makes the

company an attractive place to work

Mission, vision, and values

- Glassdoor US Site Survey, 2016

KEEP CADENCE

Facebook

Glassdoor

CREATE PRIDE& EXCITEMENT Inside out, great content can create emotional responses. Use it to support talent attraction and engagement.

2

MAKE ITCONSUMABLE It’s a noisy world out there. Simplify your content and make it worth people’s time.

3

FIGHT COMPLEXITY ON THREE MAIN LEVELS CEB

Components: What do people need to know? Make it easy to

understand.

Format: Simplify the layout and design.

System: Know where your audience is. Select best channels.

SAY ITWITH PICTURESVisuals are processed faster than text, and all generations use visual communications.

4

#LifeatCEB INSTAGRAM 400M Users

L@CEB = 99% YoY Growth

21.9 Engagements per Post

~90% Reposts from CEBers

BUILD ANEGC PIPELINE Enable employees to tell stories and share content. It builds trust and credibility. And it’s a timesaver.

5

Internal to External“We encourage employees to contribute by posting requests for photos to Salesforce Chatter (our internal social platform). Then we get creative and share collages via social.” Jennifer Newbill, Dell

Collaborative in Method“To be more global in view and scale our story telling, we launched a Global Correspondents Team. Each member writes articles that can be shared via our intranet, externally on our blog, or both.” CEB Global Communications

HELP EMPLOYEESTELL THEIR STORIESEnhancing your team’s digital footprint while extending your own, at scale—that’s a win-win.

6

Employee ExperienceThrough the platform, employees wrote professional summaries. After, they updated their LinkedIn profiles and wrote a Glassdoor reviews.

Brand LiftWe saw a significant increase in the use of CEB content on our employees’ profiles, and an uptick in Glassdoor ratings and reviews.

Ongoing Insights70+ employees shared that they wanted to be brand ambassadors. Common threads used to create new campus recruiting collateral.

REPURPOSEYOUR BEST STUFFThat was so last week. Who cares? Dust off your top stories, reuse those photos, and reach new people.

7

REPURPOSE LIKE A BOSS“Convert people stories into rich graphics using Canva!”Chloé Rada, Sodexo

“We encourage posting on Instagram, then create Storify content which is often shared via our internal and external channels.”CEB Global Communications

FIND CONTENTPARTNERSGet by with a little help from your friends. Amplify awareness and get in front of new audiences.

8

Sponsored article = 8,5K+ viewsHiring Like Crazy article = 58K+ views325% increase in job views165% increase in job apply clicks

ACTIVATE YOUR TEAMMessengers are often just as, if not more so, important as the message. Think reach and influence.

9

“Only 33% of employers encourage employees to use social media to share news and information about their work or employer. – Employees Rising, Weber Shandwick

Content Employer brand content is one of the most resonant of all topics distributed via the platform.

LINKEDIN ELEVATE

Outcomes600+ Employees +80% Content impressions+90% Content engagement+40% Company page views

GET RECRUITERSON BOARD Your recruiters are stewards of your brand. Arm them with knowledge and content.

10

This one time AT BRAND CAMPHow to sell the brand

How to act on campus

How to use social platforms

How to be Profersonal™

WE WANT MORE

WHAT IS YOUR BEST TIPFOR CREATING EB CONTENT?

THANKYOUShannon SmedstadConnect with me on LinkedIn, Twitter, or phone 301.404.3460

@shannonsmedstad |