Employer Branding for Talent Acquisition

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Обучение платное
Сертификация бесплатная
1.5 часа курса
О курсе

Recruiting is becoming more like marketing each day.  Talent acquisition teams now need to have a strategy for everything from video to SEO to social media, or else risk getting left behind.

More than that, individuals must learn about these new trends in the recruiting space or risk having their own careers stagnate.

This course is first and foremost for HR and talent acquisition professionals who want to master employer branding in order to help their organizations attract the best talent, and to propel their own careers.

In this course, we'll cover why employer branding matters in the age of transparency, how organizations can build their brands both with large and small budgets, and how to track the effectiveness of your employer branding efforts.

Why Employer Branding?
What is employer branding, and why does it matter?
We've talked to a few hundred people in HR, Marketing, Talent, etc about employer branding.  This course will encapsulate the knowledge that we've gained from the companies who are truly on the bleeding edge.This topic has become so important because job seekers are acting more like consumers: doing research before making a "purchasing decision" - applying for a job.The companies, and individual professionals, who gain an understanding of these concepts will reap the benefits.Within this course we're going to talk about strategy, tactics, and ROI related to employer branding and recruitment marketing.
The Business Case for Employer Branding
Creating a thoughtful plan with 1-2 key initiatives, and ways to measure the results of these projects is the first step. The number one rule here is to measure your results.  The EB leaders who get more budget next year are the ones who give their CFO confidence in the return on investment by measuring what's important to a give project.  Of course, it's up to the practitioner to decide what is the overall goal.   For example, with a new careers page, perhaps the right metrics are:
  • Higher conversion rate of visitor to applicant which implies better content and a better experience
  • Higher time on site which implies a more interesting experience
  • Lower bounce rate which implies a better UX
  • Higher quality applicants which implies better people were CONVINCED to apply for a job
While some of these metrics are hard to turn into dollars and cents, others can be directly (if conversion rate increases, our cost/applicant decreases, which saves us money).  Furthermore, the other metrics are important even if they can't be directly tied back to ROI.  We may see a lower cost if time on site increases, and we may find retention increases if our quality of applicant is higher, for example.

The Candidate Journey
Candidates research your company for nearly 2 hours on average before applying for a job. Do you know what your candidates are looking at, for how long, and over what time period?  Start with asking your current employees about their candidate journeys in focus groups.  Here are some questions you can start with:
  1. Where did you hear about our company?
  2. What drew you to our company in the first place?
  3. What convinced you to apply for the job?
Your current and future candidates are also great places to gain valuable information.  Start sending out a survey at the end of the application process asking questions like:
  1. What resources did you use to research our company?
  2. Where did you learn the most about us?
  3. Why did you apply for this job?
  4. What information did you wish you'd known before applying?
Check out the resources in this lecture for a link to the TalentBoard.org's annual candidate survey which has tons of data on candidate behavior.  The most surprising thing to us was that the number one place candidates research your company is on your careers page, which means employers have an incredible opportunity to tell their story through a medium that they own, and can track rigorously with analytics.
Strategy: Building the Career Site
Know the importance of a well designed career site that includes Landing Pages and Microsites
Every eCommerce website in the world has landing pages for different products. These pages share the key value propositions to customers, and feature reviews, pictures, and videos. The analog to recruiting is probably obvious: we're all trying to share information about our departments, offices, and jobs. So, it stands to reason that we should have microsites for each of the key areas within our company.In fact, many companies are starting to adopt this strategy within their careers site. Microsites are an amazing way to share culture, convince top talent that this is the right place for them, and allow people who aren't a good fit to opt out.While using microsites in our strategy is intuitive, there should also be a more robust analytical understanding of why microsites are important to our talent acquisition strategy. With that in mind, we dug into the data behind some of the career sites that NextWave Hire powers in order to understand the impact of microsites on candidate behavior.
Microsite Structure
Employee Generated Content
Know what employee generated content is and understand its value
Employee Generated Content
Any information generated by your employees about working at your company is an important asset in your fight for the best talent.  This can take the form of an employee blog, a glassdoor review, Instagram post, etc. Your employees are trusted, and they also have all the content that candidates care about the most.  
The Age of Glassdoor
Review sites are a very important part of the candidate journey, and nearly every job seeker will check out your profile on at least one of these sites before and during the application process. It's important to put forth the effort to make sure your employees are leaving reviews, and to respond to negative reviews. These platforms can also be useful means to source talent.  However, it's unclear if paying for a sponsored profile on one of these sites increases your overall employer brand.  This is why we suggest viewing this spend just like you'd view the spend on any other job board.  Unless, of course, you can see a meaningful impact on your conversion rates of job seeker to applicant, or applicant to hire.
Building Employer Branding Content Cheaply
Content is at the heart of employer branding.  It can also be very expensive to put together with a 90 second culture video running anywhere from $7-15k.Luckily, we all have amazingly powerful cameras in our pockets (hello, iPhone), and can also hire copywriters on platforms like UpWork for very cheap.Your employees are great sources of content as well.  Make sure to ask very specific prompts when recording videos or asking for written responses.  You can collect these, and then post them to social, your careers page, etc using the embed functions on social platforms, or a video platform like Youtube. If you're just starting out and have some free time + creativity, there's no reason why you can't generate a swatch of content by yourself very cheaply, if not for free.
Culture Videos Best Practices
Video is a great way to communicate culture and EVP.  However, most of the time it falls flat due to inauthentic content, and overly produced c-level executives promising an "innovative culture". Avoid the pitfalls by scaling your video efforts with in depth and honest content that goes into the weeds on various roles.
  • You should already be familiar with basic concepts around talent acquisition
  • Have a basic understanding of how consumers and job seekers do research online
Что Вы изучите?
  • Build an effective employer branding strategy that focuses on ROI.
  • Understand modern candidate behaviors, and how employer branding plays a role in attracting/converting the right people
  • A toolset that you can use to start building your brand today
Phillip Strazzulla
Phillip Strazzulla
Entrepreneur, MBA, Self Taught Programmer

Hi, my name is Phil.

I grew up in a small town south of Boston where I was kind of obsessed with winning a wrestling state championship.

Afterwards, I headed out to NYC for college, worked for a global venture capital firm, and then came back to Boston to get my MBA at Harvard Business School.

I'm a self taught programmer, and generally speaking love to learn and teach.

My goal is to take what I've learned as the founder of NextWave Hire and translate that into actionable information for HR and marketing professionals

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