Driving Great Hires with Authentic Employer Branding

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Concurrent Session
Driving Great Hires with Authentic Employer Branding
04/16/2018 10:45 AM - 12:00 PM |
Emperor's Level: Palace Ballroom III
1.25 SHRM PDCs
| Competencies: Relationship Management, Communication
| Intended Audience: Mid-Level
Workplace Application:
You will learn five strategies you can use to portray an authentic employer brand during the recruiting, interviewing and hiring process. 

From your careers site to the videos on your YouTube channel, to the job postings you share and, yes, even the comments from anonymous employees and applicants on Glassdoor, there is a picture that comes together in the minds of job seekers and passive candidates that tells them whether you are the right fit for them as a new employer. If you try to forcibly change something about who you are at the core by misrepresenting your culture and values during the recruiting, interviewing and hiring process, candidates may see right through you. Or, worse, they may be fooled by your charade and join you as employees, even though what you really have to offer isn't what they value or what is right for them in their careers. Authentically portraying yourself in recruiting and hiring is appealing, and has the benefit of  ensuring that you are bringing in talent who will fit into your culture and thrive as employees. This session will help you:

·         Develop an understanding of what employer branding is and how a brand influences potential hires.

·         Gather tools for creating an authentic employer brand that will portray what it's really like to work for you,
          without misrepresenting the culture or thwarting expectations of new hires.

·         Generate an understanding of why authentic employer branding matters and what value it can bring
          to the organization.

·         Understand the cost of misrepresenting the employer brand, both in terms of quick turnover and poor fit.

·         Utilize creative tools for authentic employer branding.

·         Develop an understanding of the cost of failed hires and the major moments of risk where you can
          maximize the impact of communication.

Kelly Marinelli, SHRM-SCP Photo
Kelly Marinelli, SHRM-SCP, president and principal consultant, Solve HR, Inc.