Recipe for Recruiting Success:Serve Up a Compelling Employment Brand

Marie NormanDirector, Talent AcquisitionJuly 31, 2014 11am PT / 2pm ET

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Information provided in this presentation is general in nature, is provided for informational purposes only, and should not be construed as investment advice. Views and opinions of the speaker are expressed as of the date of the recording, and do not necessarily represent the views of Financial Engines. Any such views are subject to change at any time based on market or other conditions. Financial Engines disclaims any liability for any direct or incidental loss incurred by applying any of the information in this presentation. Consult your tax or financial advisor for information concerning your specific situation.

Agenda❶ Why Employment Brand Matters

• Differentiate yourself• Who is your audience• Know what others are saying• Define and work towards your objective

❸ Where Do We Go From Here? • Create agent/ambassador culture• Be mobile friendly• Drive employee reviews - Social media sites (LinkedIn, Twitter, Glassdoor)• Stay connected and network

❷ Establishing Your Brand• Build story• Key partnerships• Tools & resources

About Jobvite

Because recruiting is all we do, Jobvite uniquely understand the demands of your role and developed a solution to increase overall effectiveness.

Viral. Collaborative. Intelligence.Social.

40M Jobseekers / 250K+ Jobs

Source: Jobvite, 2014

About Glassdoor

6Mcontent

300Kcompanies

15Mjobs

190countries

Most trusted and transparent place for today’s candidates to search for jobs and

research companies

23Mmembers

Member growth over 5 yrs

48%of job seekersuse Glassdoor

(Source: Software Advice, Jan 2014)

About

• Founded in 1996 by a Nobel Prize-winning economist

• Personalized, independent investment management and advice through the workplace

using proprietary, scalable technology• Offered to 9.1 million participants• Serves 149 of FORTUNE 500 companies• Manages 778,000 accounts worth $92 billion• Half of members have balances less than $54,000

Source: Financial Engines Data Warehouse as of March 31, 2014

❶ Why Employment Brand Matters

What is an Employer Brand?

“A set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another”

“Name, term, design, symbol, or any other feature that identifies one product from others”

“To impress indelibly”

Who is Your Audience?

CANDIDATE OPINIONS

CORPORATE BRAND

CULTURE

EMPLOYEE OPINIONS

Know What People Are Saying

of job seekerssay that employee ratings

and reviewsare influential when

deciding whereto work

of job seekersare more likely tovisit a company’s

career site after they view its profile and

read employeereviews

of job candidatesread online reviews

before formingan opinion about

a company

over

Glassdoor Site Survey , Oct 2013.

Engaging Your Employees

14% - Feedback & Reviews

52% - Family & Friends

5% - Company Website

2% - Recruiter

(Harris Interactive, Jan 2012, survey commissioned by Glassdoor).

Define & Work Towards Objective Attract, engage, and retain talented candidates and employees

Sends the right message to the right candidate at the right time!

Build a relationship and establish a connection

Project a positive image of your organization as a “great place to work”

Foster employee commitment and understand company value proposition and goals

❷ Establishing Your Brand

Build Your StoryWhat are key points to

convey to your audience?

What do you want them to remember?

1

Customize

Highlight milestones, accomplishments, unique

attributes, etc.

Be transparent with pros and cons.

2 Tell It

Identify & leverage different communication

channels.

Keep tone simple & memorable.

3

Key Partnerships

Story Development (Tools & Resources)

❸ Where Do We Go From Here?

Contests

Incentives

Gamify

Create excitement and involvement

Create ‘Brand Agent’ Culture

Identify and nurture relationships with internal & external

followers committed to the brand.

Incent, reward and acknowledge brand

agents.

Solicit and collect feedback on what others think about

your brand.

Generate action plans.

Promote culture to new followers

(new hires, customers,

vendors, community

groups, etc.).

Mobile Recruiting FriendlyWhy Do It?

said they will use mobile devices to search for jobs atleast once a week

of career sites donot support a mobile

option to applyfor a job

of employees who planned to look for

new jobs in the next12 months cited their

mobile devices as critical job-search

toolsGlassdoor and iMomentus Survey 2014

Drive Employee Reviews Leverage Social Media (LinkedIn, Twitter, Glassdoor) to introduce and promote

your brand to passive & active jobseekers.

Encourage employees and candidates to submit reviews on ,

“like” you on , tweet or favorite you on .

Stay Connected & Network

Build talent community groups

Make sure they know the elevator pitch (story)

Keep in touch with candidates (coffee mtgs, blog updates, mixers, etc.)

Promote stories of your company & employees

Foster, reward & recognize ambassadors & agents

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Wrap Up