Proforce CREATIVE
Employer Brand Transformation (EBT)
Employer Branding and Re-Branding
Defining the Employer Brand Problem
Symptoms of a Weak Employer Brand
- Recruiting struggles to “find” (attract) great candidates
- Employer information missing online, e.g. Rewards, Culture, etc.
- Job Descriptions are posted as open jobs instead of compelling messaging
- Poor CaX (Candidate Experience), e.g. inadequate communication
- Social comments from former and current employees are unsupportive
Benefits of a Strong Employer Brand
The typical ROI from an improvement in the public Employer Brand is realized almost immediately in the following ways:
- Increased number of High Performers in the applicant pool
- Significantly higher Engagement from candidates and applicants
- Improved Recruiting operational metrics, e.g. Time-to-Fill
- Decreased Total Cost of Operations in Recruiting
- Elevated Standard of Excellence for internal leaders and team members
- Powerful Employer Value proposition to use in external messaging
- Attractive Internal Culture to Corporate Customers
“If you are not getting High Quality Applicants for your open jobs, the root cause may be your Employer Brand”
Steps to Create a Strong Employer Brand
►►► Download the Full Version
How Your Employer Brand Impacts Your Applicant Pool
A Candidate’s initial exposure to your Employer Brand and the subsequent Candidate Experience (CaX) ultimately determines if they will be in the applicant pool. If your Employer Brand, in combination with your Candidate Experience, is not appealing, engaging and professional, High Performers will not apply and remain absent from the applicant pool. The reason is because the same way a recruiter is looking for reasons to disqualify an applicant, the candidate is looking for any reason to disqualify the employer early in the process.
The typical Candidate Experience follows a consistent path of discovery that looks like this:
A Candidate’s Decision to Apply is Determined by the Results of Their Discovery…
In this early stage, a Highly Qualified candidate is looking for multiple points of validation to reinforce their final decision whether to apply. The information they find and their experiences either reinforce or conflict with each other.
For example, a company may state that “Respect for People” is a core value, but Glassdoor comments posted by current and former employees may reveal a very different perception of the internal culture.
This conflict quickly compromises the integrity of the Employer Brand. The candidate predictably will disengage.
The Employer Brand Creation Cycle
Your company has an Employer Brand and an online Employer Reputation – whether you have intentionally created it or not.
A Systems Thinking view reveals how the Internal Work Environment impacts the Internal Culture, then External Perception and ultimately influences who can be attracted to the Team which then reinforces the cycle. If the Internal Employer Culture is healthy but there is an absence of public information or worse, negative information, recruiting High Performers will be difficult at best. This is because external messages which are inconsistent with actual experience create conflict and quickly compromise the integrity of the Employer Brand.
Which illustration more closely represents the dynamic within your organization?
Most organizations have characteristics of both – creating a business imperative to proactively manage, build and improve both the Internal Culture and the public Employer Brand.
Steps to Greatness…A Strong Employer Brand
The fix is not a Marketing Strategy. It is not an Employer Branding exercise. It is not a Communication campaign. The path to a great Employer Brand is a commitment to creating a great External Perception and being committed to creating an Internal Culture that is consistent with that External Perception.
Your Corporate Brand is the Overall Composite of All Stakeholders’ Perceptions and Experience
Complete Corporate Brand Strategy Blueprint
Our work transforms your candidate-facing content in job descriptions, job postings, candidate communication, career pages on your organization’s website, total rewards, etc.
The intentional creation of authentic and compelling content strategically makes your organization very appealing to the right high-performing talent.
Let ProForce Show You How Good You Can Be
Your Path to a Strong Employer Brand
Examples of Our Employer Branding Work & More Info…
► ProForce Employer Branding Case Example:
Large Healthcare Industry Company
Scope of Work: Job Description Re-write; Total Rewards Re-write; Candidate Communication Re-write; PDF brochures; Contingency Permanent Placement Search.
Case Study: https://proforceco.com/wp-content/uploads/2019/04/ProForce-Case-Example-15-Senior-Data-Scientist-Position-Profile.pdf
► ProForce Employer Branding Case Example:
Mid-sized Logistics, Transportation, Supply Chain and Fleet Services Company
Scope of Work: Employer Branding; Total Rewards Re-write; Job Descriptions Re-write; Candidate Communication Re-write; Web-content Development; Candidate Career Portal Development and Launch; PDF Brochures; Recruiting as a Service.
Case Study: https://proforceco.com/wp-content/uploads/2019/04/ProForce-Case-Example-14-Employer-Branding.pdf
► ProForce Employer Branding Case Example in Support of Recruiting:
SaaS Payroll Company (Position Profile)
Scope of Work: Job Description Re-write; Total Rewards Re-write; Candidate Communication Re-write; PDF brochures; Contingency Permanent Placement Search; Follow-on Corporate Employer Branding Engagement.
Case Study: https://proforceco.com/wp-content/uploads/2019/04/ProForce-Case-Example-12-Employer-Branding.pdf
► ProForce C12 Business Employer Branding Case Example:
Mid-sized Engineering Company
Scope of Work: Employer Branding; Job Descriptions Re-write; Total Rewards Re-write; Candidate Communication Re-write; Web-content Development; PDF brochures; Recruiting as a Service.
Case Study: https://proforceco.com/wp-content/uploads/2018/09/ProForce-Case-Example-8-RaaS.pdf
► ProForce Employer Branding Case Example:
Senior Vice President of Educational Achievement (Executive Search)
Scope of Work: Employer Branding; Job Description Re-write; Total Rewards Re-write; Candidate Communication Re-write; PDF brochures; Confidential Executive Search.
Original Job Description: https://proforceco.com/wp-content/uploads/2018/10/Senior-Vice-President-Achievement-Results-Original.pdf
Enhanced Position Profile: https://proforceco.com/wp-content/uploads/2018/10/Position-Profile-SVP-of-Achievement-Results-v1.10.pdf
► ProForce Steps to Create a Strong Employer Brand
Thought leadership paper on the relationship of the Employer Brand to the efficacy of high performance talent acquisition.
Download: https://proforceco.com/steps_to_create_a_strong_employer_brand/
► ProForce Strategies to Enhance Recruiting Capability
White paper on key points of leverage to improve the ROI of Employer Branding and Talent Acquisition efforts to the overall enterprise.
Download: https://proforceco.com/strategies-enhance-recruiting-capability/
► ProForce Faith & Integrity Promise: Our Values and Beliefs at Work
At ProForce, our faith drives our decisions and choices. It challenges us to see the best in all individuals and serve others with a spirit of humility.
More Info: https://proforceco.com/proforce-integrity-promise/
We Create Lasting Value…
We can work exclusively on improving your Employer Brand to supercharge the internal recruiting team’s results. A typical engagement is usually less than the cost of one permanent placement fee; so, it delivers extraordinary value because produces assets, information and resources which will be used continuously far into the future.
Partnering for Success…
We can also provide a la carte recruiting support or bundled with brand improvement work. As a standard practice, we do not use our clients’ information resources for recruiting because they usually are not compelling enough to attract High Performers; and, that makes the recruiting effort much more difficult. Typically, we create the messaging assets and information resources that we use for executive headhunting, normal operational recruiting or other recruiting support.
Next Steps…
We would love to speak with you and help you create a more powerful employer brand. Contact us to schedule a no obligation consultation.
We can quickly evaluate your online brand, provide feedback and ideas and identify where there’s opportunity for significant improvement.
