How to Hire and Build Raving Fan Employees

The Steely Group

How Happy Are Your Employees?

What You’ll Learn

• Why building a culture of raving fans matters• The business case for culture and brand engagement• 8 Simple Steps• Making it your own – practical takeaways you can share

with your team

Employment Brand Assessment

Culture Defined (Merriam Webster)

noun cul·ture \ˈkəl-chər\

• : the beliefs, customs, arts, etc., of a particular society, group, place, or time

• : a particular society that has its own beliefs, ways of life, art, etc.

• : a way of thinking, behaving, or working that exists in a place or organization (such as a business)

What Culture Is Not…

Simply Said, It’s….

“How we do things around here”

Or…

Employer Branding

• Employer branding is about creating a connection between your company and top talent. Create that connection by sharing your company’s story.

Benefits Of A Strong Brand

• Attract the right people to your organization• Compete on a dimension other than compensation• Set Expectations and Improve Retention

Let’s Talk Brand - Known

Finding Your Company’s Story

• Tell the company history• Talk about a specific event• Share an example of a core value being “lived”

Share Your Story

• Careers Page• Social Media• Recruiting Brochure• Onboarding Presentation• Culture Presentation/Training

THE BUSINESS CASEFor Raving Fan Employees

What Keeps CEOs Up At Night

• Revenue• Profitability• Turnover• Retaining top talent• Safety• Absenteeism/presenteeism• Client retention and satisfaction

68% of employees are currently not engaged in their work.

Building the Business Case for Cultures With Raving FansAccording to Gallup, companies with cultures of engagement are:

• 18% more productive• 19% more profitable • 37% less prone to absenteeism• 12% better at engaging customers• 2.6x higher growth rates• 51% less likely to leave or be a source of employee theft• 62% less likely to be involved in on-the-job accidents

Why Culture and Brand Matters

CULTURE

• The assumptions and beliefs of employees drive behavior• The collective behavior of employees determines results• The results measure performance and indicate if strategic

business objectives have been achieved

Building the Business Case For Culture

• 64% of all employees do not feel they have a strong work culture

• Companies with engaged employees outperform those without by more than 202%

• Peers and camaraderie are the #1 reason employees go the extra mile, not money

• $11 billion is lost annually due to employee turnover• Turnover at companies with poor culture is 48%

Sounds Great, But… Where Do We Start?

Building Raving Fans8 Simple Steps

1. Hire Only The Best People

2. Train Beyond the Basics

3. Tap Their Motivation

4. Create A Candidate Experience

• Consider the candidate experience in your recruiting process

• Does your process promote raving fans?• Complexity• Time Investment• Interaction• Responsiveness

5. Follow, Tweet and Share

• Company website• Career page• Twitter handles (recruiting, corporate, employee, etc.) • Company Facebook page• Glassdoor• LinkedIn connections • Job alerts for new positions at your company• Job boards• Google

6. Be Transparent, Be Different

7. Promote Communication Between Employees and Candidates

• Automate the first steps• Share something unique about your culture

• Testimonial• Blog post• Video about your company

• Other employer branding pieces• Leveraging Alumni Networks – The Ex Factor

8. Appreciate, Appreciate, Appreciate

Bringing It All Together

• Culture and brand drive real business results• Brand transformation is simple (but simple does not =

easy)• Every company has a story – let’s work together to tell

yours

What If…