Employer Branding by Sevenstep

Attracting Talent Through the Use of Employer Branding

Employer branding is the art of attracting candidates through the use of a complex, targeted and evolving recruitment marketing strategy. Sourcing talent is no longer a transactional process, but rather a lifecycle of continuous engagement that—when done with discipline and creativity—cultivates enthusiastic candidates and loyal employees who are invested in the brand.

Sevenstep’s employer branding solutions are true B2C advertising and engagement programs designed with one simple goal: To authentically and compellingly tell a company’s brand story. We use proven strategies to identify and activate new and highly productive sourcing channels and create targeted advertising, social media and video campaigns to engage and entice the right candidates – whether permanent or contingent.

Brand-smart, captivating and strategic, Sevenstep’s Employer Branding Solutions leverage data-driven engagement capabilities in order to:

Enhance talent community development
Elevate an organization’s employer brand online and throughout the marketplace
Boost talent networking and referral volume
Increase candidate application, acceptance and retention rates

Our Employer Branding Clients

Sevenstep’s employer branding solutions are designed to meet the critical marketing needs of domestic and global employers looking to build a competitive program to successfully engage talent across a broad range of challenges:

High volume
Evergreen roles
Disparate/or remote geography

Hard-to-find skills sets
Talent/skill shortage
Split permanent and contingent workforces

Our employer branding solutions and talent attraction strategies are integrated into every RPO solution, but they can also be leveraged as stand-alone services.

Case Study: Employer Branding for Global Data Analytics Powerhouse

Finding, attracting and hiring talent for highly specialized, technical roles around the globe is a daunting task. This Fortune 1000 data analytics company came to Sevenstep with the challenge of redefining their employer brand to engage a specialized talent base and creating a talent attraction program that would marry universal best practices with the necessary regional and cultural distinctions. Explore here how this global firm leveraged Sevenstep’s creative employer branding expertise to build a successful talent attraction program.

Challenges

Volume: 1,000 hires globally in addition to source and screen efforts for ~1,000 global hires

Roles:

Corporate roles from entry-level to executive hiring: IT, Finance, Marketing, Legal, HR, Support
Specialized roles: Data Analytics and Technology

Geography: 5 Continents and 18 countries across North America, Latin America, EMEA, APAC regions

Employment Brand Challenges:

Employer brand in need of a redirect to better attract tech and analytical talent
Little to no brand recognition in some regions
Acquisition activity added to disparate brand identity with multiple legacy companies

Approach

Advisory Role for EVP (Employer Value Proposition): Ideation with client on creation of EVP and supporting messaging, marketing material and internal/external campaigns.
Cross-functional Partnership Alignment: Cohesive sessions with key members of global talent acquisition and marketing
Social Media Strategy Development: Elevated focus of program from transactional numbers of followers to more qualitative action-based conversions of followers to hires
Advanced Segmentation of Talent Communities: Specialized content design and campaigns to achieve regional and functional talent pools
Regionally and Functionally Aligned Landing Pages: Showcasing of the EVP and cultural, day-in-life content for each target candidate segment
Mobile Application and UX Optimization: Mobile-friendly job application and process experience (e.g. texting functions to schedule/confirm interviews)
Video Consultation: Employee testimonials (Costa Rica) and employer of choice content (Canada)
Sourcing Intelligence: Global, regional and country-specific sourcing channels for job postings and other sites supporting the candidate journey (i.e. Glassdoor, LinkedIn)
EVP Training for Sevenstep team: Immersive brand sessions for message consistency and true brand stewardship from initial point of contact (email/landing page/advertising) through entire recruitment process and employment.

Results

One, global Employer Value Proposition (EVP) for cohesive messaging across multiple platforms (landing pages, social media, advertising)
Increased traffic to landing pages by 40%
Positioning of client as an employer of choice
25,000+ candidates introduced into talent community
Increased number of directly sourced candidates by 20%

The Talent Behind Our Employer Branding Solutions

Amy Wrocklage

With over 16 years in recruitment marketing, Amy is a leader who brings both extensive RPO experience and original thinking to Sevenstep’s employer branding solutions. As the Head of Marketing & Branding, Amy collaborates closely with internal and external stakeholders, and leads global marketing for both Sevenstep and our clients to include: Brand, awards management, public relations, social media, content and creative design.

Learn more about employer branding and our other service offerings.

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