employment branding checklist for success
Post on 18-Oct-2014
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DESCRIPTION
This slideshow is a guide teaching you the difference between a good employment branding campaign and a bad one. With proper employment branding you can hire top quality employees while minimizing your recruitment costs.TRANSCRIPT
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DRAB TO FAB: How To Create A
Smokin’ Hot Employment Brand Checklist For Success
Using LinkedInFollow this guide to create a great employment branding campaign
and hire top quality talent while minimizing recruitment costs
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CHECKLIST FOR SUCCESS
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EMPLOYMENT BRANDING 1.0 VS. 2.0
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EMPLOYMENT BRANDING 1.0 VS. 2.0
The 1.0 strategy is like playing checkers. The 2.0 technique is like playing Monopoly. Which one involves business?
2.0● Treat applicants like
potential customers.
● Use social media (like LinkedIn) to find candidates.
1.0● Post openings on
many job boards.
● Post the same jobs on your company website.
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COMPANY PAGE
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Include a header image that catches the visitors’ eye.
● Bright colors draw attention; use different colors to evoke different moods.
● Action forces people to carefully examine what is happening in an image.
● People automatically make photos more interesting to us. We’re social creatures after all!
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Have a description of the company that shows how it makes a difference in the business world.
● Don’t use industry terms, because even when used correctly, they can sound stuffy.
● The best employees want their work to have a purpose. Show them yours.
● Use simple, clear language, and make it brief.
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Post status updates that teach visitors about the company, its news and the values it holds.
● Each update is a chance to show the world what your company is like.
● If you provide value in an update, you’ll earn the trust of your readers.
● Post regularly to stay on your followers’ minds & reach a larger portion of your audience.
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CAREERS PAGE
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Add an intriguing image to engage job seekers.
● Most people are visual learners, so give them something stimulating to look at.
● Tell a story with your pictures.
● Sneak your logo into the image if you’d like.
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Include a title that shows how visitors would fit in well.
● Talk about the importance of great employees.
● Share the impact they can have on your company.
● Boil your company’s goals down to just a few words.
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Write a description that shows what the company does without using corporate jargon.
● Don’t give every detail you have.
● Share the details most important to your current employees.
● Chances are, they’re what’s important to potential employees.
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Use Strong visual elements (a video, slide deck or infographic).
● You can say much more with photos than text (and even more with videos than photos).
● Viewers are 144% more likely to buy from you after seeing a video.
● Why wouldn’t employees be the same way?
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JOB POSTINGS
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Craft clear job postings, not fancy titles or descriptions. (No ninjas!)
● For LinkedIn to show your openings to the right people, you need to label things clearly.
● Play Family Feud with your descriptions.
● Make it easy to search, so great applicants can find you, and LinkedIn can find more great passive candidates!
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Make status updates that teach visitors about the company, its news and its values.
● We’re repeating this for a reason.
● Status updates are the building blocks of great branding.
● Don’t take 45 days to write ONE, but still take them seriously.
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Choose a title that is concise.
● If there is a commonly-used title for the job, use it!
● There’s nothing wrong with an, “Account Executive” opening.
● It’s much better than, “Sales Guru.”
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Produce a job description that is easy to read.
● Bullets and numbered sections are good.
● White space makes it even better.
● Easy to read = easy to consider applying!
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Craft an about this company section that explains the company’s strengths, purpose and goals.
● Mention how important employees are to your company’s success.
● Include some visual content (a photo, video, infographic or slide deck).
● As usual, telling a story is better than listing facts.
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Regular status updates are baaaaack…
● Pepper the jobs you have open in with your other updates.
● Be cognizant of when & how often you promote open jobs to get a good mix.
● Even if they like your company, followers won’t join your team if you don’t ask them to!
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SHOWCASE PAGES
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Pick a catchy header image.
● There are fewer words allowed in a Showcase Page description.
● The image needs to be powerful.
● Like the other photos you have, use bright colors, action, and people.
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Show a description of the product/service you’re promoting.
● Use a brief description of the product/service that shows how it makes a difference in the business world. (You only have 200 characters or less. This bullet is 177 characters.)
● State the purpose of the showcase page as quickly as possible.
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Status updates are even more important for Showcase Pages!
● You thought that wasn’t possible, didn’t you?
● Treat your Showcase Page (and its updates) as a chapter in the “book” of your company’s LinkedIn pages.
● Make sure the updates shared here add up to a consistent story.
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CONTENT
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Select the content format carefully.
● Each content format has its own strengths and weaknesses.
● Videos are great for introductory info if they’re short.
● Whitepapers can provide lots of details in an organized manner.
● Quotes and photos are especially shareable.
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Make it easy to navigate from one piece of content to another.
● Connect every piece back to other content.
● If someone is reading introductory content, link to more of that, or link to what the next step might be.
● Don’t introduce yourself to someone then immediately ask them to apply.
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Talk about your employees and what they’re able to achieve with their teammates.
● Google chooses rock stars and makes them rock legends.
● Show how you treat your employees.
● The more genuine (or funnier), the better.
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Give evidence that your company is a thought-leader/value provider.
● If you create it, it may sound arrogant.
● If we create it, it is more credible by default.
● A major publication attracts major attention.
● We average more than 1 Million pageviews/month.
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Call for applications & referrals for your open jobs.
● Include your employees in the search to amplify your reach.
● LinkedIn’s forte is the strength of networks.
● Each person that encounters your brand has a network you may not have tapped yet!
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Employment Branding can reduce your hiring costs (especially if you’re currently using a recruiter),
AND it doubles as great PR!
Are you ready to get people like Mary and Paul interested in working for your company?
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CLICK NOW for a free Employment Branding consultation with us today by using the code “eebee101” at the link above. It’s normally $500!
In the 30-minute consultation, we’ll discuss your current branding situation
and suggest a course of action.
We look forward to speaking with you!
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Thanks for attending today’s webinar!
Got questions? Enter them in the chat box below or email us at [email protected].
Happy Branding!