Toronto Conference

Building Your Employer Brand StrategyNovember 1, 2013

Presented by:Stacy Parker, Managing Director, Blu Ivy Group

Agenda

• Introduction

• Why is Employer Branding important?

• How does your employer brand strategy rank? (interactive)

• Steps to Employer Brand Strategy

• Building a Social Media Employer Brand Strategy

• Communicating your employer brand

• The role of social media on your employer brand strategy

• Adding measurable value

About Blu Ivy Group

• An employer branding

and employee

engagement research and

consulting firm.

• We help organizations

attract, retain and engage

the best people through

authentic and award

winning cultures and

employer brands.

Our Global Partnerships Our partnerships with global leaders in employer branding and engagement ensure that our clients are offered the best methodologies, benchmarks, thought leadership and support worldwide.

Disengagement Is Widespread

“Disengagement costs North American businesses over $300 billion every year.” Gallup

It Is Good For Business

Increased engagement can equal a 12% increase in customer satisfaction.

A 10% increase in spend for employer branding can increase annual profits by $2,400 per employee per year.

Highly engaged employees are 36% more likely to have above average productivity.

Best Companies perform 3x better than the generalmarket.

A strong employer brand reduces cost per hire by up to 50%.

How Does Your Employer Brand Rate Against The Best?

We have an employer branding strategy that is supported at the executive level

We have a clearly defined Employee Value Proposition (EVP) We have conducted research on what employees value from working at our

organization We have conducted research to determine the perceptions prospective

employees have about our company

We have created a database of talented employees who we would like to hire when the time is right

Our employer brand and EVP are clearly experienced and articulated throughout the entire employee lifecycle

Our leaders have been trained on employer brand management We have a brand ambassador program

We have developed a social media strategy We have a social media policy that all employees have been trained on We monitor what people are saying about our brand online We have a careers section on our website where our employer brand and EVP

are clearly articulated

We benchmark our employer brand effectiveness against competitors We have employer brand ROI metrics in place that are consistently measured We have been externally recognized as a great place to work We are externally recognized as a top employer brand

Blu Ivy Group Methodology TM

KPI’s

Competitive Benchmarking

Google Analytics & ATS tracking to understand engagement, source, impact

ROI Scorecard

Survey –Internal/External

Competitive Benchmarking

Discovery workshops (leaders & employees)

Corporate Brand Platform

Employer Branding Strategy

EVP Segmentation

Social Media:SourcingEmployer

Brand Awareness

Differentiation

Align Corporate Brand

Employee Lifecycle

Create Brand Ambassadors

BuildUnderstand Transform Measure

Communicate•Employer Brand , Social Media, & Brand Ambassador Program launch

•Internal Corporate launch

Steps To An Employer Brand Strategy

1) Understand Key Business Goals/Objectives

2) Survey Employees/Stakeholders

3) EVP4) Segmentation5) Set KPI’s6) ELA GAP Analysis 7) External Benchmarking8) Personas9) Social , Digital, Content &

Video Strategy10) Brand Ambassadors11) Launch & Measure!!!

Understand Key Business Goals

Define The Why For Your Organization

Leadership & Divisional Goals/ChallengesUnderstand how employees, clients, prospects and vendors feel about your organization

Reputation Analysis

Competitive Benchmarking

Divisional KPIs

Conduct Employer Brand Survey

• Confidential

• Corporate

• Demographics

• Leadership 1-on-1’s

• Workshops

• Analysis

• EVP & Segmentation

• Action Plan

Know Your Competition

• EVP

• Brand Personality

• Social Media Strategy

• SEO

• Awards

• Employer Brand PR

• Glassdoor

• Benchmark To Yours

Build Persona’s

• Role

• Age

• Experience

• Average Earnings

• Use of Social Media

• Attitudes & Goals

• Career Needs & Aspirations

Internal Employer Brand Strategy

Internally

• Employee Engagement

• Values

• Employee Lifecycle

• Rewards & Recognition

• Corporate Brand

Externally

• Career Website

• Social Media

• Job Postings

• Campus, Sponsorships,

Conferences & Events

• Agencies

• Employer Ranking Sites

• Employer Brand Videos

• Mobile

• Gamification

External Employer Brand Strategy

Not until you have

an internal

EVP!

17

Q. Do you plan to increase

Investment in any of these

Candidate recruiting sources

In 2013 compared to 2012?

18

Social Media Employer Branding Impacts

$

Sourcing

Engagement

Reach

Differentiation

Thought Leadership

Employer Brand Awareness

RECALL:• Business

Goals & KPIs• Competitive

Analysis• Personas

9 Ingredients to Social Media Employer Brand Strategy

Select Social Media

Platforms

Identify Key Employer Brand

Segments

Decide on KPI’s /metrics

Target Niche Audiences

Build SEO strength in segments

Identify Key Communication

Topics

Generate New Ideas and Feedback

Participation from key

employees

Technical and Content support

21

Source: Blogging4jobs

Niche Audiences

Select Your Social Media Platforms!

• Existing Social Platforms

• Careers Related

• Campus Related

• Career App Add-ons

• Culture And Resource Availability

SEO and Employer Brand

25

Social Media Training, Policy Review, Brand Ambassadors

• Involve the right resources

• Social Media Policy

• Top Social Media Users, High Potentials, Influencers

• Segment representation

PostBeyond enables your

employees to post

approved content to their

personal networks in a

secured, consistent and

controlled way.

Engage your

workforce and amplify

your social media

content

Audience Ideas And Participation

Measure

30

Common Metrics Used To Measure ROI

Internal

• Retention rate

• Employee engagement

• Number of applicants

• Cost per hire

• Employee referral rates

• Profit per employee

Social

• Followers/By Segment

• Shared Content/Retweets

• Total Impressions

• SEO Rankings

• Google Analytics

Barclay’s Career Twitter Account Drives to a Great Resource Page

36

Great Branded Twitter Careers

37

Include Pics of IT, Diversity

Consistently tweet

interesting content IT &

jobs

Virtual Events

• Career Fairs

• Open Houses

• Information Sessions

Low Hanging Fruit

• Social Media Links on all assets

• Awards clearly listed on all Social

Careers sites

• User experience on careers site

• Video assets deployed to Social Media

• Branding on all Social Assets

• Direct links on Social Assets to Careers site

Other Growing Social Media for Employer Branding

• Get Your Visitors to Subscribe via Email!

My Social Media Strategy Project PlanStrategic Element Owners - Date

Employer Brand, Business Strategy, issues, goals

I need to Research

SWOT

KPIs

What Personas will I deliver

Social Media Sites I will recommend

Content Strategy

Analytics I will use to measure success