branding every touchpoint: bringing your culture to your candidates

Carmen BryantStrategist, Employer InsightsIndeed

Janice ChungSenior Client Director/Media Strategist

JWT INSIDE

#1 job site

in the world

180M global visitors

each month

#1 mobile app in

20+ countries

The first job search engine

Unspecified Job Board

CareerBuilder

LinkedIn

Craigslist

Monster

SimplyHired

Glassdoor

Kijiji

SnagAJob

More people are hired here than anywhere else

Source: SilkRoad

Job Search Engines

vs.

Boards External

Online Hires

1% 1%1%

2%

2%

4%

5%

10%

10%

54%

Culture is communicated through Employer Branding

Employer Value PropositionPersona DevelopmentMessage DevelopmentMessaging ArchitectureCreative Expression

Careers Site

Social Media Channels

Collateral

Paid Advertising

Where does all the great branding go?

If the candidate is already searching for a job on my site, they are interested in my

company/opportunity. I’ve already got them, so I need to just tell them about the job, nothing

fancy needed.

It’s a great way to filter out candidates who don’t know what they are doing – if they are intimidated by a job posting, I

don’t need them anyway.

I need to tell the candidate everything about this job –

otherwise, I will get unqualified candidates.

Candidates don’t really take the time to read long job descriptions, they just skip to the

qualifications needed section. Let’s just give them the minimum information needed.

Yes, candidates are paying attention to your job posting content…

Content is King

How much time are candidates really spending with your job content?

49.7 secondsbefore they decide the position is a poor fit

76.7 secondsif the job matches their skills/interest

Source: www.theladders.com/career-newsletters/how-we-really-read-job-ads

How do we then apply employer branding to job content?

Target

1

Agenda

Indeed Industry Trends

Use analytics to find common themes

Agenda See what’s trending in your industry


Agenda

“Account Manager”

Agenda

Jan 20 – Feb 19 Feb 20 – Mar 19 % Change

Clicks 812 1,106 36%

Impressions 195,812 177,543 -9%

Click-thru Rate 0.4% 0.6% 50%

Cost $939.93 $904.03 -4%

Applications 88 170 93%

Conversion Rate 10.8% 15.4% 42%

Case Study: Payment Processing Company

Agenda

Candidates self-selected and were more qualified

Include critical requirements for your job

Marketing Research Analyst or Statistician

Marketing Research Analyst or Statistician

(MBA & SPSS knowledge required)

New title delivered fewer total clicks and applies

Get attention

2

Science and the future of recruiting

We’re looking for thoughtful, well-rounded front-end engineers to

join our team. If you’re the right one for us, you love the Web,

take great pride in your work, think of coding as more than just a

job, and have a few great projects to show off. You can take a

concept and transform it into an awesome Web-based

experience with your own technical and UI/UX expertise.

Write great job descriptions that draw talent

and perform well in search

Spotify job posting


We’re looking for thoughtful, well-rounded front-end engineers

to join our team. If you’re the right one for us, you love the Web,

take great pride in your work, think of coding as more than

just a job, and have a few great projects to show off. You cantake a concept and transform it into an awesome Web-based


Write great job descriptions that draw talent

and perform well in search

Spotify job posting


We’re looking for thoughtful, well-rounded front-end engineers

to join our team. If you’re the right one for us, you love the Web,

take great pride in your work, think of coding as more than just a

job, and have a few great projects to show off. You can take a

concept and transform it into an awesome Web-based


Write great job descriptions that draw

talent and perform well in search

Spotify job posting

Be open

3

Use job descriptions to attract

the right talent audience

“The Communications team manages the voice of Airbnb. We’re a small

team of ex-political operatives and former Olympic athletes that deploys to

locations around the globe - whether it’s broadcast interviews in Berlin or a

speech in San Francisco, we’re there. We’re quick on our feet, whether it’s in

a briefing or on the dance floor, and we’re never first to leave the party.”

Be precise

4

Agenda Pair with search trends for further insight


Avoid jargon

5

Agenda Look for common terms in your industry


Learn from others

6

Agenda Understand Market Performance


Test everything

7

Job title Location Organic clicks Sponsored clicks

Marketing Coordinator III New York 24 55

Marketing Event Coordinator New York 86 599

110

654

0

150

300

450

600

750

Organic Clicks Sponsored Clicks

Testing job titles and descriptions

How does your job content impact

applications and hires?

What data do you use to plan

and measure campaigns?

What methods of promoting jobs

work best?

What quality indicators are

you tracking?

Measuring performance

Case Study: T-MobilePresentation Description

Questions

Thank you!

branding every touchpoint: bringing your culture to your candidates

Business