1. Mary Kay Baldino marykay.baldino@outerwall.com
2013
IAEWS Fall Congress
Branding Jobs
Mary Kay Baldino

2. About Outerwall
IAEWS Fall Congress

3. The Challenge: 14 months ago
36% application completion
1 page of careers content
No public Diversity & Inclusion content
No OFCCP reporting on job distribution
No SEO plan
Corporate brand confusion
No social media strategy
No mobile
IAEWS Fall Congress

4. Where to start? Head upstream to tell a story Quality vs. quantity
Content is king
IAEWS Fall Congress

5. Where to start?
IAEWS Fall Congress

6. Brand Hierarchy Job Employment Experience Company
How Employers Think About Employment Brand
Job
Employment Experience
Company
Our company brand informs our employment brand which influences the job brand.

7. Brand Hierarchy Employment Experience Company Job
How Active or Acquainted Candidates Think About Employment Brand
Employment Experience
Company
Job
What I see is a job posting, for a company I can believe in, and I’ll figure out what’s unique about the employment experience if I can.

8. Brand Hierarchy Company Employment Experience Job
How Passive Candidates Think About Employment Brand
Company
Employment Experience
Job
What I was told about is a compelling job, in a company that my network says has a positive employer reputation, and I’ll do some homework on the company if I need to.

9. Employment Experience
Branding Efforts
Employment Experience
Values
Inclusion
Commitments
Responsibility
Real time
Job
Performance based descriptions
Realistic job preview
Visuals
COINSTAR CONFIDENTIAL

10. Where are we now? Shifted from 92% job board spend to 40%
Mapped candidate experience
96% application completion rate
Launching SuccessFactors cloud recruiting platform this month
Outerwall brand launched with social media platform & measurement tools
IAEWS Fall Congress

11. Wish List Pay for performance Candidate experience
Multi-brand solutions
Visual content
Better workforce data
IAEWS Fall Congress

12. Thank You! marykay.baldino@outerwall.com (630) 756-8775
IAEWS Fall Congress