Employer Branding, Candidate Experience And How to Gain Competitive Advantage Transforming the world of work.
Today s Webinar Presenters Stacey Smiel Client Engagement Manager Charles Summers Demand Generation Manager 2
Communicating With The Presenters How to interact with us Twitter: @OutMatchHCM, #OutMatchInsights GoToWebinar Questions Queue For the recorded version or a copy of today presentation, please email us at info@outmatch.com or go to www.outmatch.com/webinars to find all of our recorded webinars. 3
Agenda 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 4
A: Alignment with company brand Poll: Where could your employer branding use the most improvement? B: Content creation and distribution C: Candidate/employee experience D: Targeting a specific audience of which contains your ideal candidate E: None of these 5
A: Company Website Poll: How are you showcasing your company strengths? B: Content C: 3rd Party Channels D: Other E: Not showcasing strengths currently 6
A: Applicant Tracking Systems Poll: What technologies are you currently using? B: Assessments Technology C: Payroll/Benefits Software D: Automated Reference Checking 7
A: Can t agree on top hiring priorities Poll: Do you experience any of these problems? B: Mission is unclear C: Struggling to adapt to a changing environment D: Can t find enough qualified candidates E: None of these 8
Drive company performance through getting and keeping great people Competitive Advantage These core competencies lead to advantages over the competition, resulting in things like: Increased Revenue Increase in Market Share Predictive Technology Core Competencies Resources Most Valuable Quality Resource Improved Resources Lead to improved company core competencies such as: Innovation Flexibility Better Employees lead to improved resources such as: Customer Service Technologies Sales Ability Employees Improve Employer Brand/Candidate Experience Reduce Employee Turnover Find and hire the right employees using data analytics Employee/Leader Development 9
What Branding Looks Like 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 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). 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. 10
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 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. The objective is to attract more quality candidates, increase the acceptance rate of candidates, and retain loyal employees. 11
Corporate/Consumer Branding vs. Employer Branding 12
How to Improve Your Employer Brand Step 1 Align with the Company 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 13
How to Improve Your Employer Brand Step 2 - Focus on what is important for your ideal employee What is your ideal candidate? How do you differentiate from competitors? Organize data to define gaps 14
How to Improve Your Employer Brand 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 15
How to Improve Your Employer Brand 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 16
A: Qualified candidate drop off Poll: What is your biggest concern with your candidate experience? B: Misleading Expectations C: Losing potential customers D: Losing repeat applicants 17
Why is Candidate Experience Important? 40% Employers experiencing talent shortages 18
Why is Candidate Experience Important? 4.4% Unemployment Rate (as of Sept. 2017) 19
Why is Candidate Experience Important? Competition Between employers is high! 20
Why is Candidate Experience Important? Relationships Can be made or broken when learning about your organization 21
How to identify a problem with candidate experience How long Is the ENTIRE application process? 22
How to identify a problem with candidate experience Follow up with candidates about their application? 23
How to identify a problem with candidate experience Feedback from candidates about their experience? 24
Candidate Experience Barriers Fragmented understanding of the candidate experience 25
Candidate Experience Barriers Not listening to actual candidate perceptions and input 26
Candidate Experience Barriers Inside out definition of perceptions and experience 27
How to Fix Candidate Experience Design a complete process Consistent messaging Clear expectations Accurate, descriptive information Easy to follow directions Follow up Respect for candidate time 28
How to Fix Candidate Experience Listen Current employees: Current Culture Benefits Satisfaction Expectations VS Experience to current and prospective employees Candidates: Perceptions of your company Application experience 29
How to Fix Candidate Experience Prioritize recruitment brand and candidate experience 30
Audience Questions 31
Thank You! The Turnover Scorecard: How Do You Measure Up? October 18, 2017, 2:00pm 3:00pm EDT Registration: outmatch.com/webinars For Questions: info@outmatch.com Twitter: @OutMatchHCM #OutMatchInsights 32