People love your product, your company is hitting all the right press mentions, and when you tell people where you work, they affect a knowing, excited tone, voicing their recognition with a high pitched “Oh, I’ve heard of them!”
When it comes to your brand, it’s just green light after green light, right?
Not so fast. All this awareness is great (shout out to your marketers), but when people come across your logo in their daily lives, does the recognition translate to them asking “What’s it like to work there?”
Sadly, probably not. When it comes to building a reputation for being a great place to work, and sounding that reputation over the roofs of the world, it’s going to take more than a snazzy careers page. That’s where you come in.
But how exactly does one “employer brand”? Who’s responsible for it? And how can it be measured? Great questions, dear reader. We took a two-pronged approach to finding your answers: first, we surveyed thousands of employees to find out what they really value in a job offer and which companies have the healthiest employer brands. To dig in to the nitty-gritty, check out the full report here.
Next, we arranged a cavalcade of recruiting heroes into a series of panels, invited several hundred of our closest TA friends, and set out on a 13-city world tour. Below, we’ve pulled out some of our favorite snippets, and included links to the full video of each event. Enjoy!
First up, in the Live Music Capital of The World (Austin, TX), Joy Schwartz from Keller Williams explains who should truly be responsible for employer brand, and how it differs between the external branding for prospective candidates vs. the internal consideration of current employee’s happiness.
Later, in New York City, talent leaders from Tumblr, Kickstarter, NBCUniversal, and Squarespace shared with us the various tactics they’re putting to use to build a brand worth working for. Tumblr’s Chief of Staff, Nicole Nadal, here explains her practice of conducting “Stay Interviews”, wherein she gleans why happy candidates continue to stay at her company.
Back home in San Francisco, leaders from AirBnB, Dropbox, Facebook, and Zillow regaled us with their views on the importance of company values, internal mobility, and inclusion. Here, Dropbox’s Global Head of Recruitment, Neil Frye, explains how internal mobility and referrals are tracked and included in a recruiter’s overall hiring goal:
Obviously, there’s much, much more where that came from. For the full recordings from the 10 other events, head here and pick your favorite city/company. And don’t forget to snag your copy of the 2018 Global Brand Health Report to learn what candidates care about and see how you stack up.