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TRANSCRIPT
Recruitment Solutions
Presented by: Justin Libak
In Partnership With:
Recruitment Solutions
• Why Employer Branding Matters
• How to Develop the Story
STORYTELLING FOR RECRUITMENT
AGENDA
• Ways to Tell the Story
• Where to Tell the Story
Recruitment Solutions UNEMPLOYMENT RATES AND AREAS
Employers must have a
complete recruitment
strategy to attract top talent
National: %
Florida: %
• 7.3 million job openings in the U.S.
• 6.0 million unemployed persons in the workforce
• 2.1% unemployment rate for those
with at least a Bachelor’s degree
Palm Bay-Melbourne-Titusville MSA: 3.1%
Miami-Fort
Lauderdale-West Palm Beach MSA: 3.1%
Tampa-St. Petersburg-Clearwater MSA: 3.1%
Orlando-Kissimmee-Sanford MSA: 2.8%
Jacksonville: 3.0%
North Port-Bradenton-Sarasota MSA: 2.9%
Florida Unemployment rates as of May 2019
National unemployment rate June, 2019
Source: Bureau of Labor Statistics
3.7 3.4
Pensacola-Ferry Pass-Brent MSA: 2.9%
Recruitment Solutions
Employer Brand vs. Employer Branding How are they different?
83% Of recruiters say
brand significantly
impacts their ability to
hire great talent (LinkedIn)
84% of employees say they’d
consider leaving their current
job for a company with an
excellent reputation (Hubspot)
Recruitment Solutions EMPLOYMENT BRAND VS EMPLOYMENT BRANDING
Developed from:
• Candidate experience • Employer value proposition
• Company values • Current employees
EMPLOYMENT BRAND
The market’s perceived work experience at an employer
External
Recruitment Solutions EMPLOYMENT BRAND VS EMPLOYMENT BRANDING
Helps to:
• Set employee expectations • Improve retention
• Attract the right candidates • Complement current
brands
EMPLOYMENT BRANDING
How an organization actively manages its brand
Internal
Recruitment Solutions STORIES – A BRANDING TOOL
Stories create emotion and deliver messages by:
Companies with a bad reputation spend at least
10% MORE PER HIRE (Harvard Business Review)
Conveying the
employer’s
purpose
Increasing
authenticity
Creating a sense of
urgency and
excitement
Driving passion
in current and
perspective
employees
Recruitment Solutions OPEN THE HOOD
Improve recruiting efforts by giving
prospective candidates a look under the hood
• Engage job seekers by creatively sharing employer brand
• Give time-crunched passive candidates what they need: more information, earlier
• Increase the amount of positive touch points for perspective candidates
• Remove the “what” and focus on the ”why”
Recruitment Solutions
Active Social Media User
Age: 39
Married with 2 kids
Follows Mom blogs
Created an Instagram for her food recipes
Streams her favorite shows online
Has a Bachelor’s Degree
Jim just relocated for work to Pensacola for his
promotion and Cindy needs to find a new position
Trigger
Cindy L.
Cindy’s Candidate Persona
Recruitment Solutions
16
Step 1 - Search
Let me look at
jobs in Pensacola
Step 4 – Social Page Wow, they’re featuring a behind the scenes look at the their culture!
Step 8 - Conversion
Applies to job
postings
Step 3 -
Reviews
What do
their
employees
say
Step 2 – Open Position Let me look at specific positions
Step 6 – Break Social Page
Are you retargeting on Social Media?
Step 5 – Careers Website Benefits, what sets you
apart?
The typical job seeker
encounters ___ touchpoints
when looking for a new job Source: CareerBuilder
Step 7 – Networking
Do I know anyone who works here?
Cindy’s Candidate Journey
Recruitment Solutions
Developing the Story
Recruitment Solutions
1 2
3 4
5
Determine
Employer
Brand
Specify
Corporate
Values
Select
Audience
Define
Success
Get
Creative
DEVELOPING THE STORY
Launch
Employer
Branding
6
Recruitment Solutions DEVELOPING THE STORY
Determine Employer Brand
• What do employees say about the
workplace?
• How candidate friendly is your hiring
process?
• How do candidates perceive you?
Specify Corporate Values
• How socially conscious is your
business?
• What does your business stand for?
• Non-profit or organizational partnerships
Select Audience
• Diversity/veteran initiative
• Who is the ideal candidate?
• Don’t discount current employees
Recruitment Solutions DEVELOPING THE STORY
Define Success
• Decrease average time to fill
• Reduction in average open positions
• Lower cost per hire
Get Creative
• Let current employees tell their story
• Create video story
• Get active on Social Media
Launch Employer Branding
• Determine where the story will be told
• Specify which media outlets to target
• Different avenues accomplish different
goals
Recruitment Solutions
Ways to Tell Your Story
Recruitment Solutions WAYS TO TELL YOUR STORY
Video Branded
Content
Blogs Current
Employees
Recruitment Solutions VIDEO
• Videos are a great way to share corporate brand, message, and stories
• Target candidates with authentic videos
• In a pinch? Get your current employees to develop content
60% Of US Facebook users watch
branded videos daily (eMarketer)
83 MINUTES Average daily time
spent with video (eMarketer)
Recruitment Solutions
Publix Jobs: What's it Like to Work for Publix in Retail?
Recruitment Solutions
Recruitment Solutions BRANDED CONTENT
• Extend branding reach beyond typical channels
and audience
• Influence branding and increase awareness
• Develop and maintain a message aligned with
corporate values
• Demonstrate corporate thought leadership
Content Goals: • Showcase employer value
• Reach new audiences
• Position community influence
• Reach passive candidates
Recruitment Solutions BRANDED CONTENT
Recruitment Solutions BLOGS
• Easy and creative way for employers to increase branding and content production
• Blogs and local content increase page rank and SEO
• According to Wordstream, blogging is the most important content for marketers
• Increase effectiveness with a recruiting-specific blog
Recruitment Solutions
Nokia Employee Vlog: Anni
Nokia Vlog
Recruitment Solutions CURRENT EMPLOYEES
• An honest employer brand will be displayed through employees
• Employee referrals deliver quality candidates and should be an
employer’s number one source of hire
• Employee referrals delivered more than 30 percent of hires in 2016. (SHRM)
• But employees can’t do it all themselves – referrals will need supporting content
before going all-in
Recruitment Solutions
Getting the Story to the Right People
Recruitment Solutions GETTING THE STORY TO THE RIGHT PEOPLE
The content has been created,
where should it go for best return?
• Career Site
• Content Sites
• Branded Content
• Video
• YouTube
• Social Media
• Employee Referrals
Recruitment Solutions
Questions & Discussion