Branding for Culture

@MattCharney#CultureBrand | #MOSHRM

08.07.13 | SHRM Missouri State Conference

Matt Charney2013 Huffington Post Top 30 Most Social HR Experts2013 ERE Top 25 Most Influential Recruiters on Twitter2013 Judge, Direct Employers Association Awards2013 HRBN Top 40 HR Bloggers Under 402012 #2 Digital Recruiting Influencer (HRExaminer)2012 Top 20 Online HR Influencers (HRExaminer)2011 Advertising Age Creative Excellence Award

Producing motion picture at 20th Century FoxUSC Film School Grad | WGA MemberBBQ Snob | Hip Hop Lover | Chiefs Fan | Texifornian

Branding for Culture

• What is an employer brand? • Why does it matter?• How do you define your brand?• How do you build your employer brand?

What Is An Employer Brand?

Definition: Employer Branding Is the Sum Total of What Current & Potential Employees Think of A Company As An Employer

Goal: The goal of employer branding is to create a differentiation and preference in the minds of both current & future employees.

The Business Case for Branding

By the Numbers

$85 Billion estimated annual spend on recruitment services

$8.9 Billion estimated annual spend on employer branding

3.2% of total corporate revenue spent on employer branding

Source: Bersin by Deloitte 2012 Talent Management Factbook; LinkedIn State of Employer Branding Report

By the Numbers

$3,479 average cost per hire for US employers in 2012

$15,000 average cost of voluntary turnover per

employee

18% less average salary per worker at companies with

strong employer brand strategies

Source: 2013 Career Xroads Soutce of Hire Report; 2012 IDC Online Recruiment Report;

2012 Gartner Recruitment Industry Overview

Employer Branding Benchmarks

Employer Branding Benchmarks

Employee Value Proposition (EVP)

Employer Value Proposition (EVP)

Write down 3-5 key words that define your employer value proposition.

Hint: What makes your company a great place to work?

2 Minute Drill

Branding for Culture

Top 10 Recruitment Advertising Phrases Top 10 Resume Phrases

Communication Skills Experienced

Passionate Innovative

Motivated Motivated

Organized Results Driven

Track Record Dynamic

Innovative Team Player

Dynamic Results Oriented

Proactive Fast Paced

Creative Entrepreneurial

But what do we REALLY care about?

Branding for Culture

“Our People Are Our Greatest Asset”

Branding For Culture

“

“You don't have to fear your own company being perceived as human. You want it. People don't trust companies; they trust people.” –Marshall Goldsmith

Prove it.

Branding for Culture

Who’s Getting It Right?

Branding For Culture: Enterprise

Branding for Culture: SMB

Branding for Culture: Non-Profit

Branding For Culture: Staffing

3 Keys To Influence1. Employee Experience: Your

employees are your best brand ambassadors – and who candidates trust the most.

2. Candidate Experience: Potential candidates start to form their impression of an employer during recruiting process – whether or not they’re selected.

3. “Exit” Experience : Stay in touch with departing employees by providing alumni networks for engagement, referrals and positive brand sentiment.

Branding for Culture: HR Pros

Questions?

Thank You!