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No Nonsense Employer Branding

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Beamery
Beamery

The document provides an overview of employer branding and recruitment marketing topics. It discusses how to get sign-off for employer branding initiatives, components of an effective people proposition, creating and communicating an employer brand, persona mapping, and measuring employer brand impact. Key touchpoints in the employee lifecycle for communicating the employer brand are outlined, as well as tools for recruitment content marketing and the importance of appealing to audiences through ethos, pathos and logos. Metrics for measuring the effect of employer branding on attraction, hiring and retention are also listed.

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What we’ll cover today… @recruiterguynw  How to get sign-off  Where is your current EB at  Components of a People Proposition  How to create a People Proposition  Communicating your Employer Brand  Persona Mapping; why is it important  Recruitment Content Marketing  Measuring your Employer Brand
Getting buy-in from the business…illustrating the importance Increase in applicants & passive interest Market perception Greater pool of talent Quality of hire Brand loyalty Greater engagement Higher retention Lower attrition Increased performance Internal mobility Culture & values acceptance Employer Brand Productivity & profitability Strategic Competitive Advantage Market Differentiation Long-term Growth & Future Proofing EmployerBrandEquity EmployerBrandEquity @recruiterguynw
Where’s your Employer Branding at? No formal employer branding activities undertaken. No defined messages or values. Employer brand sentiment is unmeasured & unknown. Core employer brand messages have been defined at a corporate level (culture, values, main benefits). Consistent brand messaging is projected through standardised materials & external communications. Brand sentiment is measured and understood. Detailed, employment specific brand message developed (EVP). Employer brand communication is included in recruitment team’s performance management framework. Brand messaging is tailored specifically to support recruitment of some core roles. Employer brand & EVP is developed to reflect regional and professional differentials. All stakeholder touchpoints are brand optimised. Brand messages shared by entire organisation. Brand alignment used for selection & engagement. Informal/Risk Controlled Efficient Strategic InSource Talent 2017 @recruiterguynw
People Proposition Culture External Factors CareerBenefits Environment  Diversity & Inclusion  Values/Behaviours  Internal Communication  Corporate/HR Strategy  Leadership  Development  Training  Performance Management  Security/Stability  Personal Growth  Annual Leave  Flexible working  Healthcare  Pension  Discounts  Challenges  Physical surroundings  Structure  Autonomy  Task Value Components of a People Proposition  Industry/Market  Competition  Geographical  Employment Reputation  Consumer/Customer Brand
Creating your People Proposition Assess Research Review Construct Communicate Measure  What is our current employment experience?  Where do we want to get to?  Consumer/Corporate Brand  Competitor/Market  Employer Brand Strength  Employee Experience  Alumni/Leavers  Corporate/People Strategy  Exec/Leadership  Culture/Values  Key Findings  Themes/Relationships  Segmented Grouping  Behavioural/Emotional  Address Points  Strategic Impact  Pillars/Offerings  Statements/Messaging  Tone of Voice  Segmented Audiences  Internal/External Integration  Testing  Strategic/Operational Plan  Internal Touchpoints  External Touchpoints  Champions/Advocates  Dashboard/Metrics  Survey/Benchmark  ROI  Evaluate/Re-Assess Consistent Authentic Unique Actual Aspirational Acceptance
Creating your People Proposition  What is our current employment experience? How do people feel? What do people think? What is our reputation?  Where do we want to get to? What is our place in the market? What is our future organisational strategy?  Consumer/Corporate Brand – What does it represent? What is our reputation?  Competitor/Market – Main competitors? How do you differ? Market trends?  Employer Brand strength – Where is our place? Do people know about us?  Employee Experience – How engaged are our people? What can we offer?  Alumni/Leavers – Opinions? Do they come back?  Corporate/People Strategy – What is our organisational & people outlook?  Exec/Leadership - What do our CEO & HRD say?  Culture/Values – What is our environment? What do we stand for? Consistent AuthenticUnique Actual Aspirational Acceptance Assess Research
Creating your People Proposition  Pillars/Offerings – What are our offerings/benefits/whys?  Statements/Messaging – What is our overall give/get?  Tone of Voice – How will we speak to people?  Segmented Audiences – Who are we trying to engage with?  Internal/External Integration – How can we deliver in parallel?  Testing – How can we assess impact and understanding?  Key Findings – What did you discover? What surprised you?  Themes/Relationships – Were there any recurring themes? Any links between different areas?  Segmented Grouping – Is it possible to break down by location/department?  Behavioral/Emotional – What values/feelings were illustrated?  Address Points – What do we need to fix? What are our pain points?  Strategic Impact – How will it affect future plans/strategies? Consistent AuthenticUnique Actual Aspirational Acceptance Review Construct
People Proposition template Organisation Name Core Positioning Statement Pillar 1 Pillar 2 Pillar 3 Pillar 4 Pillar 5 Descriptor Descriptor Descriptor Descriptor Descriptor Tone of Voice
Organisation Name Man Met Uni Core Positioning Statement Our people are on an ambitious journey to take Manchester Metropolitan University forward from our great city with our exciting vision for the future. We will inclusively collaborate with one and other to push the boundaries of what is possible for ourselves, our students, our research and the lives of others. Our community will foster our great city's entreprenuerial spirit and it's ability to overcome its challenges. We will share our University's ambition and growth for our own personal journey. Pillar 1 Pillar 2 Pillar 3 Pillar 4 Pillar 5 Collaboration Impact Community Ambition Descriptor Descriptor Descriptor Descriptor Descriptor Across all of our Faculties, Professional Support and Research & Knowledge Exchange teams we come together to bring to life our Education, International and Research goals and ambitions. We respect our diverse range of people, promote our inclusive environment and support our colleagues through a real sense of teamwork. We are in a unique position where everyone can have a positive impact on our Students, our Research, our city of Manchester and the World. We are proud of the individual and collective experiences that have a far reaching affect that our people create. Every year we are changing the lives of the many and changing for the better society, culture, environment and the economy. Our Mancunian heritage is our foundation also is key to our future across the World. Our campuses not only harbour our people and students but they provide valuble resource to the local community in which we play a vital part. Our working environment will not only share Manchester's entrepreneurial spirit but also it's sense of togetherness and resillience. In our vision for the future we will continue to develop our Educational, International and Research achivements and contributions across Manchester, the UK and the World. Our physical base will continue to demonstrate our solid commitment to our exciting journey. Our people have a wide range of opportunities to share the University's growth and success for their own personal and professional aspirations. Tone of Voice We want to talk to people in an energetic but yet human-centered way. All wording will illustrate our people and their drive. In addition, we will use wording with a gender neutral element to illustrate our inclusive environment.
EMPLOYEE LIFECYCLE  Hiring collateral  Careers site  Job adverts  Social Media  Application  Screening  Assessment  Offer/Reject  Post-offer  Onboarding  Induction  Team/Org introduction  Performance Management  Development  Internal Mobility  Communications  Benefits  Culture & Values  Reward EMPLOYER BRAND TOUCHPOINTS  Exit process  Leaver data  Alumni registration  Re-join  Exit Interviews  Alumni  Boomerang hires  Attrition  Engagement  Benefits usage  Comms reach • People Board Pack • Succession Planning • Internal Mobility  Social media traffic  Careers site traffic  Glassdoor score  Passive interest  Applications  Funnel conversion  Candidate Experience NPS  Quality of Hire  Hiring Manager NPS  Orientation Rating How is your Employer Brand communicated? PEOPLE PROPOSITION
People Persona map PERSONAL  Background  Goals  Motivations  Values  Challenges PROFESSIONAL  Background, Skills & Experience  Goals  Motivations  Values  Challenges BEHAVIOUR  Online usage  Social Media usage  Media usage  Hobbies/Interests JOBSEARCH  Preferred channels  Preferred communication  Preferred application method  Market Challenges/Pressures NAME  What is our persona called? PERSONA CREATED FOR  Which role/team is this persona based on? PERSONA STORY  What is the context of this persona? ESSENTIALS  Demographics, Location, Education, Income IMPORTANT: The output of this will be a view of our persona’s needs, goals, feelings and behaviours that enables us to understand them in greater detail in regards to attraction and retention.
Your Recruitment Marketing toolbox…£85/$115/€96 a month https://www.canva.com/ - E-shots, infographics, imagery, PDFs http://fliphtml5.com/ - Online e-mags https://www.moonfruit.com/ - Landing pages, Call to action http://www.hemingwayapp.com - Copy proofreader https://www.powtoon.com - Animated videos CREATION Mobile Phone Phono Mic Tripod 12x Lens CAPTURE iMovie Handbrake TextEdit QuickTime PRODUCTION Facebook Twitter LinkedIn Instagram YouTube SHARING http://buzzsumo.com/ - What’s hot and not https://klear.com/ - Find your influencers https://feedly.com/i/welcome - Content finder https://hootsuite.com/en-gb/ - Social media management https://http://hashtagify.me - Hashtag suggestion PLANNING https://trends.google.co.uk/trends/ - Exactly what it says https://www.google.com/calendar - Manage your content https://analytics.google.com – Website analytics https://dashthis.com/ – Dashboard tool MONITOR AND MEASURE https://answerthepublic.com - Content suggestion https://www.personapp.io - Map your audiences http://gender-decoder.katmatfield.com/ - Copy gender decoder Openshot Movie Maker WhatsApp https://www.hotjar.com/ – Website reviewUSB/BT transfer @recruiterguynw Glassdoor Indeed
How will your Content Marketing land with your audience? When using content marketing is is vital that it lands with your audience and sparks a reaction. The Greek philosopher Aristotle and his “Rheteric” theory describes 3 types of appeal that, often called modes of persuasion. Ethos How credible are we? What is our reputation? What is our authority? Pathos What emotions might we raise? What stories can we tell? Logos What evidence/proof do we have? What facts/logic can we use?
Connection “It’s part of me” Loyalty “I want to help” Success Realisation “I’m making a difference” Empowerment “I have a clear voice” Fear “Scared of saying something wrong” Where are your people at? When activating an Employee Brand Advocacy programme it’s always really important to gauge where your people are at in their own emotional journey in your organisation.
How do you measure Employer Brand? @recruiterguynw Employee engagement EVP review/score Labour turnover Benefits usage Brand advocacy Internal mobility Leaver NPS Alumni engagement Boomerang hires Application hire conversion Candidate Experience NPS Offer to acceptance Quality of hire Call to action click- through Attribution channels Organic/Paid mix Careers website traffic Glassdoor/Indeed rating Referral rate Attraction & Awareness Hiring ExperienceTransition Each one of these metrics are a valid indicator to tell you how your employer brand is affecting your organisation and ultimately illustrating where you are seeing a clear ROI. Remember, each activity needs to have a positive effect on our people and our overall organisational strategy to not only improve how we hire and retain but to ensure employer branding remains a strategic activity.
Thank you… @recruiterguynw

More Related Content

No Nonsense Employer Branding

  • 1. What we’ll cover today… @recruiterguynw  How to get sign-off  Where is your current EB at  Components of a People Proposition  How to create a People Proposition  Communicating your Employer Brand  Persona Mapping; why is it important  Recruitment Content Marketing  Measuring your Employer Brand
  • 2. Getting buy-in from the business…illustrating the importance Increase in applicants & passive interest Market perception Greater pool of talent Quality of hire Brand loyalty Greater engagement Higher retention Lower attrition Increased performance Internal mobility Culture & values acceptance Employer Brand Productivity & profitability Strategic Competitive Advantage Market Differentiation Long-term Growth & Future Proofing EmployerBrandEquity EmployerBrandEquity @recruiterguynw
  • 3. Where’s your Employer Branding at? No formal employer branding activities undertaken. No defined messages or values. Employer brand sentiment is unmeasured & unknown. Core employer brand messages have been defined at a corporate level (culture, values, main benefits). Consistent brand messaging is projected through standardised materials & external communications. Brand sentiment is measured and understood. Detailed, employment specific brand message developed (EVP). Employer brand communication is included in recruitment team’s performance management framework. Brand messaging is tailored specifically to support recruitment of some core roles. Employer brand & EVP is developed to reflect regional and professional differentials. All stakeholder touchpoints are brand optimised. Brand messages shared by entire organisation. Brand alignment used for selection & engagement. Informal/Risk Controlled Efficient Strategic InSource Talent 2017 @recruiterguynw
  • 4. People Proposition Culture External Factors CareerBenefits Environment  Diversity & Inclusion  Values/Behaviours  Internal Communication  Corporate/HR Strategy  Leadership  Development  Training  Performance Management  Security/Stability  Personal Growth  Annual Leave  Flexible working  Healthcare  Pension  Discounts  Challenges  Physical surroundings  Structure  Autonomy  Task Value Components of a People Proposition  Industry/Market  Competition  Geographical  Employment Reputation  Consumer/Customer Brand
  • 5. Creating your People Proposition Assess Research Review Construct Communicate Measure  What is our current employment experience?  Where do we want to get to?  Consumer/Corporate Brand  Competitor/Market  Employer Brand Strength  Employee Experience  Alumni/Leavers  Corporate/People Strategy  Exec/Leadership  Culture/Values  Key Findings  Themes/Relationships  Segmented Grouping  Behavioural/Emotional  Address Points  Strategic Impact  Pillars/Offerings  Statements/Messaging  Tone of Voice  Segmented Audiences  Internal/External Integration  Testing  Strategic/Operational Plan  Internal Touchpoints  External Touchpoints  Champions/Advocates  Dashboard/Metrics  Survey/Benchmark  ROI  Evaluate/Re-Assess Consistent Authentic Unique Actual Aspirational Acceptance
  • 6. Creating your People Proposition  What is our current employment experience? How do people feel? What do people think? What is our reputation?  Where do we want to get to? What is our place in the market? What is our future organisational strategy?  Consumer/Corporate Brand – What does it represent? What is our reputation?  Competitor/Market – Main competitors? How do you differ? Market trends?  Employer Brand strength – Where is our place? Do people know about us?  Employee Experience – How engaged are our people? What can we offer?  Alumni/Leavers – Opinions? Do they come back?  Corporate/People Strategy – What is our organisational & people outlook?  Exec/Leadership - What do our CEO & HRD say?  Culture/Values – What is our environment? What do we stand for? Consistent AuthenticUnique Actual Aspirational Acceptance Assess Research
  • 7. Creating your People Proposition  Pillars/Offerings – What are our offerings/benefits/whys?  Statements/Messaging – What is our overall give/get?  Tone of Voice – How will we speak to people?  Segmented Audiences – Who are we trying to engage with?  Internal/External Integration – How can we deliver in parallel?  Testing – How can we assess impact and understanding?  Key Findings – What did you discover? What surprised you?  Themes/Relationships – Were there any recurring themes? Any links between different areas?  Segmented Grouping – Is it possible to break down by location/department?  Behavioral/Emotional – What values/feelings were illustrated?  Address Points – What do we need to fix? What are our pain points?  Strategic Impact – How will it affect future plans/strategies? Consistent AuthenticUnique Actual Aspirational Acceptance Review Construct
  • 8. People Proposition template Organisation Name Core Positioning Statement Pillar 1 Pillar 2 Pillar 3 Pillar 4 Pillar 5 Descriptor Descriptor Descriptor Descriptor Descriptor Tone of Voice
  • 9. Organisation Name Man Met Uni Core Positioning Statement Our people are on an ambitious journey to take Manchester Metropolitan University forward from our great city with our exciting vision for the future. We will inclusively collaborate with one and other to push the boundaries of what is possible for ourselves, our students, our research and the lives of others. Our community will foster our great city's entreprenuerial spirit and it's ability to overcome its challenges. We will share our University's ambition and growth for our own personal journey. Pillar 1 Pillar 2 Pillar 3 Pillar 4 Pillar 5 Collaboration Impact Community Ambition Descriptor Descriptor Descriptor Descriptor Descriptor Across all of our Faculties, Professional Support and Research & Knowledge Exchange teams we come together to bring to life our Education, International and Research goals and ambitions. We respect our diverse range of people, promote our inclusive environment and support our colleagues through a real sense of teamwork. We are in a unique position where everyone can have a positive impact on our Students, our Research, our city of Manchester and the World. We are proud of the individual and collective experiences that have a far reaching affect that our people create. Every year we are changing the lives of the many and changing for the better society, culture, environment and the economy. Our Mancunian heritage is our foundation also is key to our future across the World. Our campuses not only harbour our people and students but they provide valuble resource to the local community in which we play a vital part. Our working environment will not only share Manchester's entrepreneurial spirit but also it's sense of togetherness and resillience. In our vision for the future we will continue to develop our Educational, International and Research achivements and contributions across Manchester, the UK and the World. Our physical base will continue to demonstrate our solid commitment to our exciting journey. Our people have a wide range of opportunities to share the University's growth and success for their own personal and professional aspirations. Tone of Voice We want to talk to people in an energetic but yet human-centered way. All wording will illustrate our people and their drive. In addition, we will use wording with a gender neutral element to illustrate our inclusive environment.
  • 10. EMPLOYEE LIFECYCLE  Hiring collateral  Careers site  Job adverts  Social Media  Application  Screening  Assessment  Offer/Reject  Post-offer  Onboarding  Induction  Team/Org introduction  Performance Management  Development  Internal Mobility  Communications  Benefits  Culture & Values  Reward EMPLOYER BRAND TOUCHPOINTS  Exit process  Leaver data  Alumni registration  Re-join  Exit Interviews  Alumni  Boomerang hires  Attrition  Engagement  Benefits usage  Comms reach • People Board Pack • Succession Planning • Internal Mobility  Social media traffic  Careers site traffic  Glassdoor score  Passive interest  Applications  Funnel conversion  Candidate Experience NPS  Quality of Hire  Hiring Manager NPS  Orientation Rating How is your Employer Brand communicated? PEOPLE PROPOSITION
  • 11. People Persona map PERSONAL  Background  Goals  Motivations  Values  Challenges PROFESSIONAL  Background, Skills & Experience  Goals  Motivations  Values  Challenges BEHAVIOUR  Online usage  Social Media usage  Media usage  Hobbies/Interests JOBSEARCH  Preferred channels  Preferred communication  Preferred application method  Market Challenges/Pressures NAME  What is our persona called? PERSONA CREATED FOR  Which role/team is this persona based on? PERSONA STORY  What is the context of this persona? ESSENTIALS  Demographics, Location, Education, Income IMPORTANT: The output of this will be a view of our persona’s needs, goals, feelings and behaviours that enables us to understand them in greater detail in regards to attraction and retention.
  • 12. Your Recruitment Marketing toolbox…£85/$115/€96 a month https://www.canva.com/ - E-shots, infographics, imagery, PDFs http://fliphtml5.com/ - Online e-mags https://www.moonfruit.com/ - Landing pages, Call to action http://www.hemingwayapp.com - Copy proofreader https://www.powtoon.com - Animated videos CREATION Mobile Phone Phono Mic Tripod 12x Lens CAPTURE iMovie Handbrake TextEdit QuickTime PRODUCTION Facebook Twitter LinkedIn Instagram YouTube SHARING http://buzzsumo.com/ - What’s hot and not https://klear.com/ - Find your influencers https://feedly.com/i/welcome - Content finder https://hootsuite.com/en-gb/ - Social media management https://http://hashtagify.me - Hashtag suggestion PLANNING https://trends.google.co.uk/trends/ - Exactly what it says https://www.google.com/calendar - Manage your content https://analytics.google.com – Website analytics https://dashthis.com/ – Dashboard tool MONITOR AND MEASURE https://answerthepublic.com - Content suggestion https://www.personapp.io - Map your audiences http://gender-decoder.katmatfield.com/ - Copy gender decoder Openshot Movie Maker WhatsApp https://www.hotjar.com/ – Website reviewUSB/BT transfer @recruiterguynw Glassdoor Indeed
  • 13. How will your Content Marketing land with your audience? When using content marketing is is vital that it lands with your audience and sparks a reaction. The Greek philosopher Aristotle and his “Rheteric” theory describes 3 types of appeal that, often called modes of persuasion. Ethos How credible are we? What is our reputation? What is our authority? Pathos What emotions might we raise? What stories can we tell? Logos What evidence/proof do we have? What facts/logic can we use?
  • 14. Connection “It’s part of me” Loyalty “I want to help” Success Realisation “I’m making a difference” Empowerment “I have a clear voice” Fear “Scared of saying something wrong” Where are your people at? When activating an Employee Brand Advocacy programme it’s always really important to gauge where your people are at in their own emotional journey in your organisation.
  • 15. How do you measure Employer Brand? @recruiterguynw Employee engagement EVP review/score Labour turnover Benefits usage Brand advocacy Internal mobility Leaver NPS Alumni engagement Boomerang hires Application hire conversion Candidate Experience NPS Offer to acceptance Quality of hire Call to action click- through Attribution channels Organic/Paid mix Careers website traffic Glassdoor/Indeed rating Referral rate Attraction & Awareness Hiring ExperienceTransition Each one of these metrics are a valid indicator to tell you how your employer brand is affecting your organisation and ultimately illustrating where you are seeing a clear ROI. Remember, each activity needs to have a positive effect on our people and our overall organisational strategy to not only improve how we hire and retain but to ensure employer branding remains a strategic activity.