Importance of Employer Branding

Importance of Employer BrandingOctober 24, 2012

Presented by: Yasmine Battiston, Client Relationship Manager

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Agenda

• Current Employment Condition

• What is Employment Branding?

• Do I Need It?

• Why Is It Important?

• Methods

• Potential Impact

• Effective Employment Branding

• 8 Step Process – How Do I Start?

Current Employment Condition

3

21% 5% 72% 16%

Current Employment Condition

4

5.8%

0.8%

82,000

7.2%

What is Employment Branding?

5

Do I Need an Employment Brand?

• Ask Internally

• What’s In It For Me? (WIIFM)

• Competitor’s Career Page

• Search Online

6

Why Is It Important?

• Retention

• Marketing Tool

• Internal & External

• Revenue Driver

• Moral and Productivity

• Differentiation

7

Why Is It Important?

ROI Calculation

500 Employees

x 20%

100 (employees lost annually)

10% (impact of employment branding)

10 (people that can be “saved” through employment branding)

X $13,430 (average cost of replacing)

$134,430

8

Effective Methods

• Television

• Radio

• Mobile

• Video

• Public Relations

• Events

• Email

• Experiential Marketing

• Career Fairs

• Referral Programs

9

Effective Methods

• Podcasts

• Webcasts

• Social Media

• Banner Ads

• Pay Per Clicks

• Job Branding

• Career Sites

• Welcome Packages

• Onboarding Orientations

• Intranet

10

What Will Be The Impact?

• Better conversion rates

• Positive culture change

• Increased revenue

• Brand recognition

11

How Do I Start?

• Know Your Target Audience

Diversity

Sector

Age

• Create an Honest Value Proposition

12

8 Steps to Employment Branding

1. Company Objectives

2. Identify Gaps

3. Differentiation from Competition

4. Merge Brands

13

8 Steps to Employment Branding

5. Know Your Channels

6. Creative and Overall Look & Feel

7. Measure, Measure, Measure. Track, Track, Track.

8. Execute, Evaluate, and Extend

14

Questions

15

Q & Awith Yasmine Battiston

Client Relationship Manager

Importance of Employment

Branding

Upcoming Webinars

Register at http://drake-webinars.com

October 24, 12pm EDT

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November 1, 12pm EDT

Rethink Performance Management

16

Drake Mobile

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Thank You for Attending For Questions please contact Yasmine Battiston

ybattiston@na.drakeintl.com

416-216-1097

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