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Building Recruitment Brand on a Shoestring Budget

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Michael Goldberg
Michael Goldberg

While employment brand has been funded by many companies in order to attract talent, there are smaller organizations who need to understand there are ways to get your brand out there without breaking the bank.

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Michael Goldberg @superrecruiter Building an Employment Brand
Fast Fact 75% of the fully employed workforce consider themselves passive candidates - The Aberdeen Group
Did you know 2.1x to utilize recruitment marketing with their talent acquisition strategy 32% use social media and social tools to engage candidates 30% invest in employment branding to engage candidates 68% involve their marketing department in employment branding to connect with would-be candidates. - The Aberdeen Group Best in Class Companies are:
Did you know By 2019, social media spend will increase to 21% - Duke Business School Today, social media spending accounts for 9% of todays budgets
Start with Strategy
Building Brand Aint Easy Have your CEO involved in your employer brand Define you culture and values and ensure they are applied consistently Ensure your brand resonates throughout the employee life cycle and with your employment brand Designate Top Brand Ambassadors Partner with your companys social sites
How Important is Branding to CEOs
What do I ask CEO/Leaders Why does someone want to work for you? What percentage of your managers have received training in how to deliver the employer brand experience? What is the perception employees and candidates have about your employer brand? What visibility do you have of your employees/talent pool? What percentage of your employees would recommend your company as a great place to work?
Can we Build Employment Branding on a Shoestring Budget?
Foundational Strategy Understand how employment brand relates to the business needs Set and understand your target groups Determine the communication mediums and the ideas Determine Tools Execute Total Spend on Strategy (worst case) Cost $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
Key Tools
The Tools Free to use marketing teams tool or Buffer $10 per month up to $99 per month $0 $0 $12-$25 $0 if piggyback off your marketing team $0 $0 $25 Content Distribution & Scheduling Management Develop Careers@XYZ on social sites Camera, iphone, Android Phone iphone and Android Apps to edit pics or movies Stock Photography Creative design software Glassdoor (unsponsored) Total Spend on Tools (worst case)
The Content
The Content $0 $20/hour @20 hours/week for 20 weeks $8K $0 $8K Develop the content yourself Social Content Intern Total Spend on Content (Best case) (Worst case)
The Following
The Following $0 $0 $1K year in year 1; $500 thereafter $1,000 $ 500 Piggyback off your marketing teams followers Hold a follow sign-up week during lunch for 3 days to build awareness so employees follow the social recruiting pages Sponsored Facebook Posts Total Spend on Content (Year 1) (Year 2 +)
Do Sponsored Ads Work
Cheapest Total Spend $0 $25 $0 up to $8K/yr if want intern to do it $1000 for year 1 and $500 for year 2 $1500 $1000 Strategy Tools Content Followers Total Spend on (Year 1) (Year 2 +)
Where AHA Spent in FY16 Rebuilt Careers Page added video Redesigned Facebook, Twitter and Added Instagram Pages #TheAHALife Periscope Monthly Chats Sponsored Facebook Posts Intern Total Cost: $12,000
More of our Posts
Here were results
What Can You Do When Back at Office Dont make excuses Digital Strategies for Employment is critical to you and your teams success Sit down with your creatives and marketing teams Build a strategy starting small year 1 and then growing it year over year and align to your business strategy Build a following starting with your employees and have them share out your posts Be that guy or that girl that took your employment brand from nothing to something Dont spend a lot of $$
Questions? Connect/Follow with me: Michael.Goldberg@heart.org 214-706-1262 469-955-261 https://www.linkedin.com/in/dallasmichaelgoldberg @superrecruiter Follow #TheAHALife: www.facebook.com/theahalife www.twitter.com/theahalife www.Instagram.com/theahalife https://www.linkedin.com/groups/ 2729680

More Related Content

Building Recruitment Brand on a Shoestring Budget

  • 2. Fast Fact 75% of the fully employed workforce consider themselves passive candidates - The Aberdeen Group
  • 3. Did you know 2.1x to utilize recruitment marketing with their talent acquisition strategy 32% use social media and social tools to engage candidates 30% invest in employment branding to engage candidates 68% involve their marketing department in employment branding to connect with would-be candidates. - The Aberdeen Group Best in Class Companies are:
  • 4. Did you know By 2019, social media spend will increase to 21% - Duke Business School Today, social media spending accounts for 9% of todays budgets
  • 6. Building Brand Aint Easy Have your CEO involved in your employer brand Define you culture and values and ensure they are applied consistently Ensure your brand resonates throughout the employee life cycle and with your employment brand Designate Top Brand Ambassadors Partner with your companys social sites
  • 7. How Important is Branding to CEOs
  • 8. What do I ask CEO/Leaders Why does someone want to work for you? What percentage of your managers have received training in how to deliver the employer brand experience? What is the perception employees and candidates have about your employer brand? What visibility do you have of your employees/talent pool? What percentage of your employees would recommend your company as a great place to work?
  • 9. Can we Build Employment Branding on a Shoestring Budget?
  • 10. Foundational Strategy Understand how employment brand relates to the business needs Set and understand your target groups Determine the communication mediums and the ideas Determine Tools Execute Total Spend on Strategy (worst case) Cost $0.00 $0.00 $0.00 $0.00 $0.00 $0.00
  • 12. The Tools Free to use marketing teams tool or Buffer $10 per month up to $99 per month $0 $0 $12-$25 $0 if piggyback off your marketing team $0 $0 $25 Content Distribution & Scheduling Management Develop Careers@XYZ on social sites Camera, iphone, Android Phone iphone and Android Apps to edit pics or movies Stock Photography Creative design software Glassdoor (unsponsored) Total Spend on Tools (worst case)
  • 14. The Content $0 $20/hour @20 hours/week for 20 weeks $8K $0 $8K Develop the content yourself Social Content Intern Total Spend on Content (Best case) (Worst case)
  • 16. The Following $0 $0 $1K year in year 1; $500 thereafter $1,000 $ 500 Piggyback off your marketing teams followers Hold a follow sign-up week during lunch for 3 days to build awareness so employees follow the social recruiting pages Sponsored Facebook Posts Total Spend on Content (Year 1) (Year 2 +)
  • 18. Cheapest Total Spend $0 $25 $0 up to $8K/yr if want intern to do it $1000 for year 1 and $500 for year 2 $1500 $1000 Strategy Tools Content Followers Total Spend on (Year 1) (Year 2 +)
  • 19. Where AHA Spent in FY16 Rebuilt Careers Page added video Redesigned Facebook, Twitter and Added Instagram Pages #TheAHALife Periscope Monthly Chats Sponsored Facebook Posts Intern Total Cost: $12,000
  • 20. More of our Posts
  • 22. What Can You Do When Back at Office Dont make excuses Digital Strategies for Employment is critical to you and your teams success Sit down with your creatives and marketing teams Build a strategy starting small year 1 and then growing it year over year and align to your business strategy Build a following starting with your employees and have them share out your posts Be that guy or that girl that took your employment brand from nothing to something Dont spend a lot of $$
  • 23. Questions? Connect/Follow with me: Michael.Goldberg@heart.org 214-706-1262 469-955-261 https://www.linkedin.com/in/dallasmichaelgoldberg @superrecruiter Follow #TheAHALife: www.facebook.com/theahalife www.twitter.com/theahalife www.Instagram.com/theahalife https://www.linkedin.com/groups/ 2729680

Editor's Notes

  • #2: Use slide information
  • #3: So, I ask you how are you going to reign them in? How are you going to get their attention?
  • #4: This is all great info but you need to manage your budget. If you are like us, there is not a 100K budget sitting at AHA for us to build an employment Brand. I think we may eve be hard pressed to have a 100K budget collectively among the people in the room
  • #8: A survey fromUniversum the future of employer branding found that 60% of the CEOs took responsibility for their companys employer brand.Brett Michington, the global thought leader on Employer branding identifies five questions all leaders need to know the answer to:
  • #9: First, you need a foundation. What would you consider in your strategy?
  • #11: First, you need a foundation. What would you consider in your strategy? Develop a Target Audience -attributes and communication themes that are attractive, credible, sustainable, and that allow for differentiation in the long term. Tools you will need Content strategy and management Then you have to execute. Lets start with the tools.
  • #12: Scheduling Tools like Buffer or Hootsuite will help you schedule your posts. My advice, piggyback off of your MarCom Groups scheduling tool. First, it keeps you in line with the companies social strategy and your marketing page already has followers Create the social pages. I recommend you start small and expand. We started with Facebook and Twitter. This year we added Instagram, LinkedIn. In 3 months we will consider snapchat, but snapchat in itself is a whole other dimension. Want an expert on Snap follow Nando Rodriguez from Horizon Media. Totally amazing Use your own camera or phone. Dont buy a company camera to take pics. You have the tools or your coworders have the tools, ask to borrow it. Our learning and development team has a photostock account so we dont spend a time. Bit of advice..dont use stock photography unless you absolutely cannot take videos or pictures. Best results are when you keep it real using employees to tell the story of your brand Creative design software Canva or Piktochart great tools.
  • #13: Scheduling Tools like Buffer or Hootsuite will help you schedule your posts. My advice, piggyback off of your MarCom Groups scheduling tool. First, it keeps you in line with the companies social strategy and your marketing page already has followers Create the social pages. I recommend you start small and expand. We started with Facebook and Twitter. This year we added Instagram, LinkedIn. In 3 months we will consider snapchat, but snapchat in itself is a whole other dimension. Want an expert on Snap follow Nando Rodriguez from Horizon Media. Totally amazing Use your own camera or phone. Dont buy a company camera to take pics. You have the tools or your coworders have the tools, ask to borrow it. Our learning and development team has a photostock account so we dont spend a time. Bit of advice..dont use stock photography unless you absolutely cannot take videos or pictures. Best results are when you keep it real using employees to tell the story of your brand Creative design software Canva or Piktochart great tools.
  • #14: First, you need a foundation
  • #15: First, you need a foundation
  • #16: First, you need a foundation
  • #17: First, you need a foundation
  • #18: Facebook yes, Twitter not really
  • #19: First, you need a foundation
  • #20: First, you need a foundation
  • #21: First, you need a foundation
  • #22: First, you need a foundation