Proprietary and confidential

What Great Brands Do: Separating the Best from the Rest

Proprietary and confidential

Who Are We?

W. Chris Burcham

VP of Client Services @

Transworld Advertising

Kristen Zagozdon

VP of Human Resources @

Cooper’s Hawk

Employer BrandingSome Things to Remember…

●  Applicants are Guests… and vice versa. Never forget that!

They notice things like old logos and typos…

●  Collaborative partnerships are key to successful strategies.

●  The most effective campaigns are a collaboration with

Marketing and/or Agencies to keep messaging on point.

●  Translate internal speak to external friendly terms

■  Examples - “Employee” “Chilihead” “Potential Applicant”

Why Does Branding Matter?

●  The “big guys (and gals)” like to know that their brands are

being used consistently across the board.

●  Continuity promotes familiarity with the brand.

●  Ensure look and feel across the board…career site, job boards,

collateral pieces, social media, ATS etc.

●  Well-branded ads stand out from others; they bring more

attention.

Simple Branding DOs & DON’Ts

Do - Be Yourself

●  Brand with real pictures

●  Sell your brand and the

positives of being a part of it

●  Talk about your culture

Do Be Honest, Don’t Stretch the Truth

●  Be up front about what you

can offer

●  Don’t advertise pay or benefits

that you won’t be able to offer to

Team Members or Managers

●  Authenticity is key, don’t set

unrealistic expectations…that

helps lead to turnover

Do – Be Interesting

●  Branding with guests and/

or team members

●  Know your brand voice and

messaging… but don’t go

overboard!

Don’t - Be Boring

●  Too much text is

overwhelming…

●  Too much text

makes it hard to find

the message OR get

excited about the

job opportunity

Do - Be Simple

●  Images

●  Copy

●  Call to action

●  Headline

●  Hook (what

makes you

special)?

Don’t – Confuse People

●  Mixed messages don’t work when communicating to current Team

Members… so don’t send them out to potential ones!

Social Media… In Recruiting?

Using Social Media for Recruiting

●  Don’t be afraid…that’ll be your biggest

setback

●  If you are going to be there, be responsive

●  Partner with Marketing

●  Make sure your messages are both

employee- and guest-friendly

Where can you be?

•  Facebook – start here, no, really!

•  Largest social media platform

•  Become a part of your brand’s presence OR establish a separate

presence

•  Twitter

•  Instagram

•  Others

Facebook

●  Promote anything and everything here… ●  Paid (ad) and non-paid (wall posts & content) ways to interact ●  Share stories, photos, openings and jobs

Twitter

●  Lots of noise, harder to break through ●  Platforms like Hootsuite help post and monitor ●  Companies will help you develop feeds of your jobs to boost visibility and get your message out there ●  Hashtags are critical!

Why?

●  Engagement is possible on social media

●  Which helps to attract more interest in your job openings which

leads to…

●  More applicants and ideally…

●  Hires and lower turnover

●  15% increase in quality of hire for social media-sourced applicants

vs. employee referrals

PeopleMatter Institute’s 2014-2015 “How Hourly Workforces Work” Survey (Or just “PeopleMatter Institute")

What Does Social Success Mean?

●  Hires?

●  Community / Social Presence Building?

●  Do you measure ROI?

Hint - There’s not one right (or wrong) answer; it’s all about you!

Track your ad campaigns to help meaningfully judge ROI.

PeopleMatter can help you set up source tracking for your

campaigns.

Quick Takeaways

“87% of job seekers are applying for jobs where they are already a customer…” April 2015 survey of 1,000 Hourly Jobseekers

1.  Location 2.  Qualifications 3.  Pay 4.  Benefits

5.  Job Title 6.  Shift 7.  Job Description 8.  Room for growth

Can I get there (location,) and can I apply (Qualifications)?

Top 8 Reasons for Application