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The Employer Brand Action Plan For Those That Don’t Know Where to Start

Stacy  ZaparPrincipal  &  Founder,  Tenfold

Employer  Brand  Strategist,  Greenhouse

@StacyZapar

#GDSummit

#GDSummit

social

speaking

featured  

recruiting

boards

clients

stacyzapar.com40K+ 37K+ 1M+

TBA Soon!

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SOURCING  IS  LIKE  FISHING

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SOURCING  IS  LIKE  FISHINGEMPLOYER  BRANDING  IS  LIKE  CASTING  A  NET

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SOURCING  IS  LIKE  FISHINGA  STRONG  EMPLOYER  BRAND

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SOURCING  IS  LIKE  FISHINGA  STRONG  EMPLOYER  BRANDADDED  BONUS?  IT  HELPS  WITH  SOURCING  TOO!

#GDSummit

83%Agree  that  employer  

brand  has  a  significant  impact  on  the  ability  to  hire  

great  talent.

Lower  cost  per  hire  by  up  to  50%.

Reduce  employee  turnover  by  up  to  28%.  

2  in  3  will  accept  a  LOWER  salary  if  you  have  a  strong  employer  brand.

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SOURCING  IS  LIKE  FISHINGA  STRONG  EMPLOYER  BRANDBUT  WHAT  IF  YOUR  BRAND  ISN’T  STRONG?

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SOURCING  IS  LIKE  FISHINGA  STRONG  EMPLOYER  BRANDOR  YOU’RE  ATTRACTING  THE  WRONG  TALENT?

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SOURCING  IS  LIKE  FISHINGA  STRONG  EMPLOYER  BRANDOR  YOU  HAVE  NO  CLUE  WHAT  YOU’RE  DOING?

#GDSummit

50%of recruiters

don’t understand their own employer brand.

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EMPLOYER BRAND

#GDSummit

people

employer brand

culture

perks

leadershipalumni

network

current employees

candidate experience

reputation

perception

transparency

authenticity

Employee Value Proposition Company Culture

People Candidate Experience

EMPLOYER BRAND

#GDSummit

EMPLOYER BRANDING TELLS A STORY...

a , transparent story of what it’s

really like to work at your company.

relevant

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Where can you find this content?

How does it all work?

Where do you even start?

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GAMEPLAN

#GDSummit

DO  YOUR  HOMEWORK:  RESEARCH

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ASK  QUESTIONS:  LISTEN  TO  YOUR  EMPLOYEES

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SOCIAL  LISTENING:  BE  A  SPONGE

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IDENTIFY  CORE  VALUES  /  DEVELOP  AN  EVP  

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ESTABLISH  GOALS  OF  AN  EB  PROGRAM

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SOCIAL  TRAINING  FOR  EMPLOYEES

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BUILD  AN  EMPLOYER  BRAND  ROADMAP

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TAKE  INVENTORY

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PR / AWARDS

MARKETING / CORPORATE BLOG

EARNINGS ANNOUNCEMENTS

JOB POSTINGS

CORP SOCIAL RESPONSIBILITY

COMPANY BENEFITS

TEXTTHE MEH

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TEXTTHE WOW

IN THE NEWSDEPARTMENT / EMPLOYEE BLOGS

OFFICE ENVIRONMENT / CUBE LIFE

COMPANY EVENTSCOMPANY CULTURE / DAY IN THE LIFE

ASKING QUESTIONS

EMPLOYEE SPOTLIGHTS

UNIQUE PERKS & BENEFITS

CANDID PHOTOS / IPHONE VIDEOS

CAREER STRATEGIES

HUMOR / MEMES

RELEVANT QUOTES

#GDSummit

“”

Great content makes people want to share, care or swear.

@PRSarahEvans

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WHAT’S  IN  A  NAME?  EVERYTHING!

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A  UNIQUE  &  CONSISTENT  HASHTAG

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ESTABLISH  PILLARS  OF  CONTENT

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DEVELOP  A  MEASUREMENT  PLAN

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DEVELOP  A  CONTENT  CURATION  STRATEGY

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DEVELOP  A  COMMUNITY  MGMT  PLAN

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DEVELOP  A  CONTENT  CALENDAR

Content curation, schedule

posts for the week

Engage,follow back

Engage Engage,follow back

Engage Engage, #FF

SUN MON TUE WED THU FRI SAT30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN

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SET  UP  A  BLOG:  TELL  EMPLOYEE  STORIES

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EMPLOYEE  SPOTLIGHTS  &  BLOG  POSTS  

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AN  ENGAGING  CAREERS  PAGE

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BRANDED,  INNOVATIVE  JOB  POSTINGS

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DEVELOP  A  GLASSDOOR  STRATEGY  

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FOCUS  ON  CANDIDATE  EXPERIENCE

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Questions? Ask #GDSummit

Stacy  ZaparPrincipal  &  Founder,  Tenfold

Employer  Brand  Strategist,  Greenhouse

@StacyZapar