summit14_s1: how to message your employer brand in an authentic way_achievers
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HOW TO MESSAGE YOUR EMPLOYER
BRAND IN AN AUTHENTIC WAY
Kate Pope Achievers, Manger, Talent Acquisition
Agenda
1 Transparency and Your Employer Brand
2 Getting Your Employees on Board
3 5 Steps to Ensuring Transparency and
Authenticity – The Achievers Story
4 Leveraging Internal and External Sources
5 Questions?
The Power of Employer Branding
A company’s Employer Brand Reputation directly
impacts its ability to attract and retain top talent
If you don’t manage
your employer brand,
then someone else will
write the story for you.
Today’s candidates seek transparency and
authenticity in their job search
What We Know about Today’s Candidate
1 51% have buyer’s remorse due to an inaccurate picture of the job
2 95% are influenced by reviews from those inside the company
3 69% wouldn’t take a job with a company that had a bad reputation
Your employer brand begins with your employees
passion values talent
experience
brand
strengths ideals
Brand Authenticity
It’s Not Just about Money
“Employees exert up to four times more
discretionary effort when they believe
in the value of their job, their team, and
their organization.”
THE ACHIEVERS STORY
We Seemed to be Rocking and Rolling We Seemed to be Rocking and Rolling
1 Culture
2 Top grades
3 Flexible work environment
4 Career site
5 ATS
But We Needed to Fix a Few Things… But We Needed to Fix a Few Things…
1 We were no different then any other start up
2 We wanted to attract more seasoned talent
3 High turnover in Gen Y’s
4 Remote talent
5 We NEEDED to stay true to our BRAND
Quick Fixes We Needed to Make
1 Alignment
2 Who do we hire?
3 Online messaging
4 Social
5 STEPS TO ENSURING A
TRANSPARENT BRAND
Step 1: Step 1:
List out what makes you different from the
competition and highlight those attributes.
Be a Marketer
Step 2: Step 2:
Figure out WHO you want to hire and
what attributes are most important to
those groups.
Step 3: Step 3:
Listen and fix any existing problems.
Read what others are saying about you
Step 4:
Recognition works!
How Recognition Works—Maslow’s Hierarchy of
Leads
.
Esteem ( importance,
recognition, respect )
Love/Belonging ( social, love, family, team )
Safety ( economic and physical security )
Survival ( food, water, sleep )
Self Actualization ( challenge, opportunity, learning, creativity )
Career
Development
Opportunities
Modern
Recognition
Compensation &
Benefits
#1 reason
people leave is
because of lack
of recognition
at work
Step 5: Step 5:
Once you’ve got it,
flaunt it and get social!
Join the conversation
Can’t Get More
Transparent than…
Allows You to Track Engagement
1 How many candidates
know you exist?
2 Where does your reputation
stand compared to
competitors?
3 What is your social
media reach?
4 How influential is your
employer brand?
Results
1 Recruiters and managers now aligned
2 Positive 30/60/90-day onboarding check-ins
3 Improved referral rates
4 Average age of candidates increased to 34
5 Candidates applied because of Glassdoor,
not because of company career site
WHAT’S NEXT FOR ACHIEVERS?
Action Plan
1 Scale for growth
2 Continue to recruit millennials
3 Engagement with current employees
4 Localize brand
Brands are constantly evolving
7 Ways to be More Transparent
32
1 Develop your employer brand message
2 Give employees a voice
3 Enable social sharing
4 Share frequently
5 Be responsive
6 Point people to 3rd party endorsements
7 Go mobile
7 Ways to be More Transparent
33
Thoughts to Leave You With…