Building an Employment Brand Use slide information Michael Goldberg @superrecruiter

Fast Fact 75% of the fully employed workforce consider themselves passive candidates - The Aberdeen Group So, I ask you how are you going to reign them in? How are you going to get their attention?

Did you know Best in Class Companies are: 2.1x to utilize recruitment marketing with their talent acquisition strategy 32% use social media and social tools to engage candidates 30% invest in employment branding to engage candidates 68% involve their marketing department in employment branding to connect with would-be candidates. - The Aberdeen Group This is all great info but you need to manage your budget. If you are like us, there is not a 100K budget sitting at AHA for us to build an employment Brand. I think we may eve be hard pressed to have a 100K budget collectively among the people in the room

By 2019, social media spend will increase to 21% Did you know Today, social media spending accounts for 9% of todays budgets By 2019, social media spend will increase to 21% - Duke Business School

Start with Strategy

Building Brand Ain’t Easy Have your CEO involved in your employer brand Define you culture and values and ensure they are applied consistently Ensure your brand resonates throughout the employee life cycle and with your employment brand Designate Top Brand Ambassadors Partner with your company’s social sites

How Important is Branding to CEOs A survey from Universum – the future of employer branding – found that 60% of the CEOs took responsibility for their company’s employer brand. Brett Michington, the global thought leader on Employer branding identifies five questions all leaders need to know the answer to:

What do I ask CEO/Leaders Why does someone want to work for you? What percentage of your managers have received training in how to deliver the employer brand experience?  What is the perception employees and candidates have about your employer brand? What visibility do you have of your employees/talent pool? What percentage of your employees would recommend your company as a great place to work? First, you need a foundation. What would you consider in your strategy?

Can we Build Employment Branding on a Shoestring Budget?

Foundational Strategy Cost $0.00 Understand how employment brand relates to the business needs Set and understand your target groups Determine the communication mediums and the ideas Determine Tools Execute Total Spend on Strategy (worst case) First, you need a foundation. What would you consider in your strategy? Develop a Target Audience -attributes and communication themes that are attractive, credible, sustainable, and that allow for differentiation in the long term. Tools you will need Content strategy and management Then you have to execute. Let’s start with the tools.

Key Tools Scheduling Tools like Buffer or Hootsuite will help you schedule your posts. My advice, piggyback off of your MarCom Group’s scheduling tool. First, it keeps you in line with the companies’ social strategy and your marketing page already has followers Create the social pages. I recommend you start small and expand. We started with Facebook and Twitter. This year we added Instagram, LinkedIn. In 3 months we will consider snapchat, but snapchat in itself is a whole other dimension. Want an expert on Snap – follow Nando Rodriguez from Horizon Media. Totally amazing Use your own camera or phone…. Don’t buy a company camera to take pics. You have the tools or your coworders have the tools, ask to borrow it. Our learning and development team has a photostock account so we don’t spend a time. Bit of advice..don’t use stock photography unless you absolutely cannot take videos or pictures. Best results are when you keep it real using employees to tell the story of your brand Creative design software – Canva or Piktochart – great tools.

The Tools Content Distribution & Scheduling Management Develop Careers@XYZ on social sites Camera, iphone, Android Phone iphone and Android Apps to edit pics or movies Stock Photography Creative design software Glassdoor (unsponsored) Total Spend on Tools (worst case) Free to use marketing team’s tool or Buffer $10 per month up to $99 per month $0 $12-$25 $0 if piggyback off your marketing team $25 Scheduling Tools like Buffer or Hootsuite will help you schedule your posts. My advice, piggyback off of your MarCom Group’s scheduling tool. First, it keeps you in line with the companies’ social strategy and your marketing page already has followers Create the social pages. I recommend you start small and expand. We started with Facebook and Twitter. This year we added Instagram, LinkedIn. In 3 months we will consider snapchat, but snapchat in itself is a whole other dimension. Want an expert on Snap – follow Nando Rodriguez from Horizon Media. Totally amazing Use your own camera or phone…. Don’t buy a company camera to take pics. You have the tools or your coworders have the tools, ask to borrow it. Our learning and development team has a photostock account so we don’t spend a time. Bit of advice..don’t use stock photography unless you absolutely cannot take videos or pictures. Best results are when you keep it real using employees to tell the story of your brand Creative design software – Canva or Piktochart – great tools.

The Content First, you need a foundation

The Content Develop the content yourself Social Content Intern Total Spend on Content (Best case) (Worst case) $0 $20/hour @20 hours/week for 20 weeks – $8K $8K First, you need a foundation

The Following First, you need a foundation

The Following Piggyback off your marketing team’s followers Hold a “follow sign-up week” during lunch for 3 days to build awareness so employees follow the social recruiting pages Sponsored Facebook Posts Total Spend on Content (Year 1) (Year 2 +) $0 $1K year in year 1; $500 thereafter $1,000 $ 500 First, you need a foundation

Do Sponsored Ads Work Facebook yes, Twitter not really

Cheapest Total Spend Strategy $0 Tools $25 Content Followers Total Spend on (Year 1) (Year 2 +) $0 $25 $0 up to $8K/yr if want intern to do it $1000 for year 1 and $500 for year 2 $1500 $1000 First, you need a foundation

Where AHA Spent in FY16 Rebuilt Careers Page – added video Redesigned Facebook, Twitter and Added Instagram Pages #TheAHALife Periscope Monthly Chats Sponsored Facebook Posts Intern Total Cost: $12,000 First, you need a foundation

More of our Posts First, you need a foundation

Here were results First, you need a foundation

What Can You Do When Back at Office Don’t make excuses – Digital Strategies for Employment is critical to you and your team’s success Sit down with your creatives and marketing teams Build a strategy starting small year 1 and then growing it year over year and align to your business strategy Build a following starting with your employees and have them share out your posts Be that guy or that girl that took your employment brand from nothing to something Don’t spend a lot of $$

Questions? Connect/Follow with me: Michael.Goldberg@heart.org 214-706-1262 469-955-261 https://www.linkedin.com/in/dallasmichaelgoldberg @superrecruiter Follow #TheAHALife: www.facebook.com/theahalife www.twitter.com/theahalife www.Instagram.com/theahalife https://www.linkedin.com/groups/2729680