1. Building an Employment Brand
Use slide information
Michael Goldberg
@superrecruiter

2. 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?

3. 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

4. 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

5. Start with Strategy

6. 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

7. 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:

8. 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?

9. Can we Build Employment Branding on a Shoestring Budget?

10. 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.

11. 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.

12. The Tools Content Distribution & Scheduling Management
Develop 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.

13. The Content
First, you need a foundation

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

15. The Following
First, you need a foundation

16. 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

17. Do Sponsored Ads Work
Facebook yes, Twitter not really

18. 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

19. 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

20. More of our Posts
First, you need a foundation

21. Here were results
First, you need a foundation

22. 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 $$

23. Questions? Connect/Follow with me: Michael.Goldberg@heart.org
@superrecruiter
Follow #TheAHALife: