Next Generation Employer Branding:3 ways your employer brand could be doing more

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What’s driving the evolution?

75% of talent

acquisition leaders say employer brand SIGNIFICANTLY IMPACTS their ability to hire great talent.

45% say it leads to increased engagement.

35% state investment in employer

branding contributes to a reduction in employee

turnover.

Branded company career sites are the 3rd top sourcing channel, ahead of social media and internal referrals.

3rd

branded company career sites

Among Board priorities, employer branding is one

of the top 5 organizational objectives

in 45% of organizations.

People have noticed the value of a

STRONG EMPLOYER BRAND.

So, what’s next?

Capture the younger generation1

CASE STUDY: Rolls-Royce

Business issue: STEM talent shortages

Solution: Engage schoolkids

10

Rolls-Royce is one of the UK’s leading

employers of technical

professionals.

Maximizing STEM outreach is

therefore not just a good thing to do for UK education and industry – it’s

a vital part of building a talent pipeline for the

future.

The employer brand campaign used a fun and colorful “Superpower Stories” theme to show the amazing things that are possible with STEM subjects.

Materials included: • Brochure• Website• Social media

posts• Interactive

exhibition stand

Inspire relocation2CASE STUDY: Kraft

Business issue: Remote headquarters

Solution: Let employees do the talking

Meat producer Oscar Mayer, owned by Kraft Heinz, has operated out of its headquarters in Madison,

Wisconsin for nearly a century.

Promoting the attractive qualities of Madison is necessary to recruit top talent to a city that has not traditionally

been one of the most desirable relocation destinations.

The employer brand campaign targeted existing employees, asking them to share pictures and videos showing what they love about living and working in Madison.

• Received email, postcard and animated lobby screen promotions

• Photos and videos accepted• More than 150 employee

submissions!• Images added to Kraft careers website

featuring job opportunities in Madison

Drive diversity & inclusion3CASE STUDY: Novartis

Business issue: Lack of veteran talent

Solution: Build a talent community

One of the world’s largest pharmaceutical companies serving customers in countries around the world, Novartis knows that a

diverse workforce is the key to better business.

Identifying, engaging and retaining veteran talent will help Novartis achieve its vision for a truly diverse workforce.

“Keep on Serving”

The employer brand campaign culminated in a microsite to capture veteran job seekers and funnel them into the

Novartis military talent community.

Materials included: • Community emails• Dedicated microsite• Talent community portal• Online banner • Military event flyer

Getting it right

Define Employer Value Proposition

Existing employees and leadership take an Employer Value (EVP) survey

answering questions about current employer’s personality, the company

culture, and what their ideal preferences are for a leader and

company culture.

Devise a communication plan

PRE-LAUNCH

Teaser Film

Email Teaser

LAUNCH

Leadership Email

Presentation

Booklet

Overview FilmIntranet

ONGOING

Intranet Updates

Leadership& HR Email

updates

Mid-project Update Film

An ever-evolving array of touchpoints

Fulfilment

Engage

Apply

Target alternatives Rethink

Explore choices

Consider options

Assess

Consumer WebsitesSocial Networks

AdvertisingSocial Media

Career WebsitesSocial Networks

PR CSRSponsorships

Career Websites

Events

Social Media

Collateral

‘Re-brand’ ATS

Interview ‘tone’ workshopsKeep Warm Engagement

Employee Referral ProgrammesAssessment and Selection

OnboardingInduction

Keep Warm Engagement

Corporate Social Responsibilities

Employee ReferralProgrammes

Events

Reward programmes

Internal Mobility

Viral campaigns

Word of mouth

And remember: The importance of consistency

What % of employers who recruited new employees in the last year reported that a candidate rejected their job offer?

56%What % of workers who didn’t hear back from an employer when they applied for a job and said they have a worse opinion of that employer?

44%

What % job seekers who reported they are less likely to purchase a product from a company who didn’t respond to their job application?

32%

What % who said would talk about a bad experience they had with a potential employer with friends and family?

78%

How will you take your employer brand to the

next level?

Visit www.futurestep.com to learn more.