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Employer Branding & Social Media

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on 19 March 2014

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Transcript of Employer Branding & Social Media

Technology
Authenticity
Empowerment
Images are “Liked” 2X as much as text updates


Video is 12X more likely to be shared than text & links combined
Your Brand
Identify the best channels for:
Employer
Marketing

Fostering deeper relationships with existing employees helps:
Reduces attrition
Counter act the challenges of democratisation
Nurture brand advocates who promote the brand on your behalf & help with conversion
Return on Involvement:
Candidates pro-actively research the brand,
the business, the role & increasingly self-assess their suitability
Access to Information
Employer Branding has never
been so important
Demonstrate company culture
Employer Value Proposition
Expose prospects to the realities of not only their role but brand values
Brands should develop a Social Media presence that moves beyond the prime objectives of advertising
for a specific role
SOCIAL ADVANTAGES
Social Media:
An Opportunity
Not a Threat

Micro Sites
Landing Pages
Gamification
The
Democratisation
of the Internet

World of Mouth
2 Way Street
or
or
or
Access to information works both ways
Employers can investigate prospects and review their suitability
Saves time, $$ & productivity
Capture ethno/demographic information across various talent pools
MUST BE AUTHENTIC
How do you
empower
brand advocates?
Equip your employees with tools to help shape the conversations the way you want
Risk Mitigation
Protects the brand
Protects employees



Promote employees/ promote the brand
Responsive
Community Management
Support individuals through education
Content creation
Monitor for compliance
Liaison for issues
Your
Brand
Test aptitude
Psychometrics
Job relevant behaviour
Values Fit
Culture/Enviro Fit
Conversion-focused
Initiatives
Screening ensures
the best fit & most capable candidates progress to the selection stage.
Increase access to choices
Far reaching voice
What does "Google" say about you?
What does your website say about you?
What do their friends say about you?
How do you differentiate yourself from the competition?
Your message must be unique and relevant
First impressions count!
92%
believe what their peers have to say about a brand!
Destination:
Your online
recruitment assets
Disconnect between
Acquisition
Conversion
Closing the gap between Acquisition & Conversion
"Self-Service"
Touch-Points
By 2030
more than 16 million BabyBoomers would have retired
That could leave up to 8 Million jobs unfilled
9 out of 10
1. "Meaning"
2. Salary
3. Benefits
4. Vacations
5. Position
To attract the best talent you have to show you offer more than just a good job.
3. WEBSITE:
User-friendly site that supplements a dedicated Careers site
4. BLOG:
Showcasing your portfolio; shares your project insights, thought leadership and “testimonials”
5. SOCIAL STRATEGY: Optimises digital assets and expands your reach
Any Questions?
Social Media
Monitoring Identifies:
Talent Pools
Qualified Leads
Influencers
You should hear the conversations that count rather than just counting conversations
that leads to the optimal allocation of time and resources.
Nurturing relationships
Communicate opportunities
Establishing your brand as THE employer of choice
Metrics of Success
Efficiency
Increased applicants from social sources
Time to fill
Hiring process/workflow
Cost per hire (CPH)
Cost/quality candidate
Candidate qualifications
Hiring manager satisfaction
Effectiveness
Candidates/hires by source
career site traffic
enhanced owned/ earned digital assets
Sourcing & Marketing
Candidate performance
Hiring manager satisfaction
Productivity
Retention
Business Results
Long term influence on recognition/equity
Positive sentiment
Branding
Hirer Smarter
Develop goals for continual improvement
Test theories & Adapt
Return on Involvement
Employee
Referrals
Campaigns
Processes
Incentives
highest quality
lowest cost source
Perform better
Shorter time-to-fill
greater job satisfaction
Referral Candidates
130
100
20,000
Minimise reactive recruiting
Reduces
Time-to-Hire
Cost-to-Hire
Source talent pools & qualified candidates
Increased productivity with best fit
Right Message
Right People
Right Platform
Right Time
Track & Measure
Organically reach
passive candidates
Target individuals
or
broadcast
Fluid shareability
Improve retention
Mitigate risks &
attract quality referrals
Stay ahead of the
competition
Social is not a
silver-bullet
It's an ongoing process
Provide value
Embrace technology
Invest
64
% of companies use two or more social networks to recruit
Thank you
1. TARGET AUDIENCE
Develop personas to focus your message
2. STRUCTURE
Broadcast or targeted or combo
Online
working for a company involved in cause activities have a strong feeling of loyalty for that company.
Competitor
#AdcorpNZMS
https://careers.airnz.co.nz
http://www.adcorp.co.nz/careers
http://www.adcorp.co.nz/news-blog
tend to think more highly of companies that support charities
85%
72%
"This is the lettuce you eat at Burger King."
Full transcript