Innovation in Employment Branding · Innovation in Employment Branding careers.kumandgo.com Tanner...
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Innovation in Employment Branding careers.kumandgo.com Tanner Krause Senior VP, Grow People Erica Tietz Senior Talent Acquisition Manager
Transcript of Innovation in Employment Branding · Innovation in Employment Branding careers.kumandgo.com Tanner...
Innovation in Employment Branding
careers.kumandgo.com
Tanner Krause Senior VP, Grow People
Erica Tietz Senior Talent Acquisition Manager
Agenda
• Speaker Introductions • Kum & Go - Who we are! • The Employment Brand Journey
THE BIG REVEAL
• Initial Impact & What’s Next • Q&A
Tanner’s Story
Erica’s Story
Delivering More
Kum & Go 1.0
Kum & Go 2.0
Kum & Go 3.0
Where & means more.
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Core Values
More than $2M to non-profits!
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A Family of Companies
Krause Gateway Center
The Journey Begins
Are your recruitment materials branded to your company culture?
• A: Yes, our culture is reflected in our recruitment materials.
• B: Somewhat, we do an OK job when hiring of explaining our culture.
• C: No, our materials are pretty generic - not conceptual.
Poll Question
Defining the Associate Value Proposition
• Great People, Great Work, Great Company
AVP Development Process
Data Sources – New and Existing
Positive (and Negative) Themes
Preliminary AVP Statements
Test AVP Statement
AVP
Thousands of associates
participated in the process
Activating the Employment Brand -Transforming the Candidate Experience
Most complex part of an employment brand project?
• A – Vendor Selection • B – Creative Concept Selection• C – Creating website materials
(copy, photography, videos) • D – Website Launch
Poll Question
Our Partner – TMP
Flashback Fun
Before: Kum & Go’s Career Site
Before: Kum & Go’s Career Site
Before: Kum & Go’s Career Site
GET WHOTOBY
Creative Brief
Innovation – Navigating Tricky Terrain
Creative Concept – Round I
Creative Concept
The Idea
Every story has a beginning, a middle and and end. We aimed to make Kum & Go’s employer
brand into a friend that tells stories.
“Connect with great people”
After: Kum & Go’s Career Site
Advanced Job Descriptions
Before After
The Imagery
The Imagery
The Imagery
The Imagery
The Imagery
The Imagery
The Imagery
The Imagery
Store Culture Video
TalentBrew & SEO Metrics 1/26/18 – 2/23/18
157%
Website Launch
49.6% Apply Click Conversion Rate
Sessions: 9,956Conversion Rate: 51.2%
Sessions: 11,614Conversion Rate: 48.8%
Sessions: 1,018Conversion Rate: 43.8%
TalentBrew & SEO Metrics 1/26/18 – 2/23/18
TalentBrew & SEO Metrics 1/26/18 – 2/23/18
TalentBrew & SEO Metrics 1/26/18 – 2/23/18
Next Phases. . .
Social Media
Collateral
Questions?
Thank You!
