That Little Agency https://www.thatlittleagency.co.uk Tue, 31 Mar 2020 21:50:02 +0000 en-US hourly 1 https://wordpress.org/?v=5.2.1 Protecting your employer brand. It’s in your hands https://www.thatlittleagency.co.uk/protecting-your-employer-brand-is-in-your-hands/ Tue, 31 Mar 2020 19:15:01 +0000 https://www.thatlittleagency.co.uk/?p=5962 Yesterday I posted a simple and stark message. How you treat your colleagues during this challenging time will define your brand for decades. Value your people. Keep them safe. Help...

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Yesterday I posted a simple and stark message. How you treat your colleagues during this challenging time will define your brand for decades. Value your people. Keep them safe. Help them help you. Now, more than ever, your employer brand is your brand. That’s because the way employers are treating their staff is generating huge coverage – both good and bad. In fact, for some employers, their attitude to their staff is the only coverage they are getting.

So, this blog is about how you can manage your employer brand while all this craziness is going on. How you can ensure your brand sits positively in the eyes of employees and candidates and how, with a little adjustment, you can still recruit and engage new hires and work remotely.

But it all starts with recognising that … where there’s an employer brand, there’s an opinion.

What are your employees saying about you?

Over the years people have asked me for a definition for the employer brand. There are many but I always go back to the simplest. It’s what your employees say about you when you’re not in the room. Which means, in the current climate, there are some interesting conversations going on.

The good – and the walk of shame

Now, I won’t mention any names but there have been some high profile examples shared on social media. Some employers can hold their heads high, doing all they can to support their staff, calling in daily, recognising that many colleagues have their kids at home, looking out for mental health and wellbeing.

Others are proving that even in a crisis, profit comes before people. Staff are ‘let go’, unpaid or encouraged to look for work elsewhere. Some employers are still insisting their people commute, putting their health and those of others at risk. These short term actions will have long term impact, and not in a positive way.

So, here’s what we would do to help both you, and your employer brand, emerge from this in the best possible shape.

Protecting your employer brand – our tips

Remain positive. We will get through this. This is a testing time but people are often more resilient than we might think. As a manager or recruiter, you may have concerns about remote working but employees and candidates may be far more comfortable than you think. Your organisation might be new to this, but most people know others who already successfully work from home. Many examples are already emerging showing organisations not only adapting, but thriving on it.

Remain true to your values. Many of the negative stories emerging about the way some organisations are treating staff focus on saying one thing – but doing another. You can’t say how much you value your people if you then decide to not pay them or ask them to find jobs elsewhere – but expect them to re-apply when it suits. At all times values have to be lived and breathed by the organisation and its management to really make that connection with employees. They need to be authentic and experienced beyond joining – it’s probably the most significant contributor to the employer brand having lasting credibility.

Keep a sense of team and purpose. Your organisation isn’t just a place to work, for many it’s a social hub where colleagues are friends – and do important work together. The feeling of team is a key part of the employer brand and needs to be supported the longer working from home is a part of our lives. You have team socials at work – so do the same online. Who says Zoom calls have to be all about projects? Get to know each other a little more. Anything verbal and visual that builds morale will help.

Create engaging and authentic content. With your offices closed and no opportunity to visit your workplace as part of the recruitment process, what you put on your careers website and social media will be more important than ever. Does it reflect your culture and values, would it help your candidate learn a little more about you?

So, make the content authentic so that it gives the best and honest view of what it’s like to work for you. And update it to include some of your working from home experiences. You can record and then edit Zoom calls into a video – you can’t get more authentic than that. You’ll be starting new hires as remote workers – at least for the short term. Show what it feels like to experience that with you.

Manage your remote candidate experience. It’s very likely you’ve already started to interview more by video. How is that going? In reality many of the processes are the same, it’s the just the technology that adds in a few additional steps. So it pays to plan for these as the interview has to work doubly hard. Your candidate will have checked you out beforehand for sure, so this is the part where they are judging you as much as you are them.

Making sure the tech works is a must and, just as you’d want to put them at ease in person, do the same with a video interview. Get on the call first so they are not staring at a blank screen, be mindful of your background, try to find a quiet place and, as you’ll be starting them as remote workers – develop some questions that will test their remote working skills. Finally, make sure your post interview communications are prompt and clear. This will help manage expectations and keep the candidate engaged in the process.

Recognise effort. Finally, recognition is always welcome at the best of times. So, it can go a long way in helping to cope with working from home where it’s easy to feel like effort is not being seen. Take the time to acknowledge and call – people will be giving 110% in very challenging conditions. This will help reinforce your values and the engagement and motivation coming from it will be well worth it.

In conclusion

As the organisations that found themselves trending on social media for all the wrong reasons will know – it doesn’t take long to damage an employer brand. When the dust settles, it will be those employers who did the most for their people who will have the best reputations, the strongest employer brand. It will be those that, despite the huge challenge, found a way to look after their people and do the right thing.

For further information

If you feel that you’d like some help, support or even a little chat around protecting your employer proposition or any aspect of your talent attraction strategy just drop me a line. After all, much of our best work has started with a cup of tea and a biscuit.

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Understanding your employer proposition. A practical approach https://www.thatlittleagency.co.uk/employer-proposition-a-practical-approach/ Tue, 03 Mar 2020 09:43:07 +0000 https://www.thatlittleagency.co.uk/?p=5911 On Thursday, 27th February a gathering of Bristol’s HR community met in the shadow of the world’s fastest ever passenger jet, Concorde. Buckled up, we went through a supersonic session...

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On Thursday, 27th February a gathering of Bristol’s HR community met in the shadow of the world’s fastest ever passenger jet, Concorde. Buckled up, we went through a supersonic session around employer proposition and employer branding. I was in the pilot’s seat for this one, as the guest of H2R Selection … OK, that’s enough, I’ve run out of Concorde references. But I will share the main points we covered on the day. Please put your seats into the upright position and prepare for take-off. Sorry.

Employer brand – you already have one

I’ve said this many times before and this talk was the prefect place to make the point again. As an employer, whether you know it or not – and whether you like it or not – you already have an employer brand. In essence this is what your employees and possibly your candidates already think about you. It’s what they might say if you weren’t in the room. And in most instances, they’ll have different views.

So where does employer proposition fit in?

This is the answer to the question ‘why would somebody work here as opposed to somewhere else?’ But, and I am going to prick an industry taboo here, there’s no such thing as a single employer proposition! Mainly because:

  • It will differ from one role to another
  • It will differ from one department to another
  • It will differ from one location to another
  • It will differ from one generation to another
  • It is certainly different to what your leadership teams thinks it is.
  • You can’t create or destroy it.

The good news is that, despite all of this – you can influence it.

And why should you care?

Because more and more of your candidates will be doing their research before making the decision to apply. They’ll be looking on sites like Glassdoor and Indeed – keen to read what others (not you!) are saying about what it’s like to work for you.

They’ll want to know about your culture and values. They’ll look for insight on you and they’ll make their own decisions whether or not you are a good cultural fit.

What’s more, research from LinkedIn found that a strong employer brand could result in a 43% decrease in cost per hire, a 28% decrease in employee turnover – and a 50% decrease in the time to hire. That sounds pretty compelling to me.

So, what are the building blocks of a strong employer proposition?

I’m glad you asked. There are three characteristics at the heart of this:

  • It’s authentic – what you are saying is believable and credible
  • It’s attractive – what you are offering is what your target audience wants and needs
  • It’s distinctive – you message is different from your competition for talent.

But, where do you start?

That Little Agency helps clients understand their employer value proposition (EVP) with a six step process, these are the questions you’ll need to ask yourself. Here is a very brief summary:

Step 1 – Benchmark: Where are we right now? What are our competitors up to? How do we stack up?
Step 2 – Preparation: What do we want to get out of this exercise? What does success look like? Who are we talking to? Your target audiences may well be very different employee categories.
Step 3 – Ask … and listen: What do people want? Do they think we can offer it? Can we really offer what they are looking for? This stage is all about gaining insight.
Step 4 – Distill this insight: You are looking for a set of universal truths, these will be – your employer personality, your employer proposition pillars and, maybe, you’ll get this into a single statement.
Step 5 – Map these against your key employment groups: What messages resonate with which audiences? What should we be saying?
Step 6 – Develop your employer identity: Ask yourself whether you align with you corporate identity or not, launch it internally first, embrace your people, make a statement.

Practical examples

Throughout the presentation I shared examples of two very different EVPs – for retailer Toolstation and the Telegraph Media Group. I am happy to share the slides if you would like to email me directly. mark@thatlittleagency.co.uk

We thought we’d share a few comments from the room

Some of the points made in the wrap up included:

“Salary is becoming far less important to candidates, they are increasingly asking about our values as a company and what we are doing to give something back.”

“You can get a lot right internally with your hiring process – but it all gets let down with a poorly written recruitment advert. There should be less ‘you will do this’ in copy, and more emphasis on ‘what you could achieve’ in the advert.”

“LinkedIn is making a great push into the recruitment market. It’s always been good for sourcing candidates, now it wants to be the job board of choice.”

“It’s well worth getting all the information a candidate might need on the careers website before they find you. You only get one chance to make a good impression so make sure all the content is there.”

“Understanding your employer proposition is continuous project. Build into any work milestones for re-evaluating, re-validating and re-launchin as your business evolves.”

“Understand your target audience and don’t expect all job types to fit into your culture. For example, if you want to recruit developers, don’t expect them to wear suits – you need to compromise or they just won’t join you.”

“The whole recruitment process starts internally with your culture. Get this wrong and successful recruitment will always be a challenge.”

“It’s a good idea to keep in touch with people who have left you at the six month point. Such ‘Boomerang employees’ won’t yet be fully engaged with their new employer, that’s your ideal point to try and re-hire.”

Big thanks to

Richard Freke and Bryonie Madine from H2R Selection for inviting me to speak and to our fantastic audience for their interest and many great contributions.

For further information

If you feel that you’d like some help, support or even a little chat around developing your employer proposition or any aspect of your talent attraction strategy just drop me a line. After all, much of our best work has started with a cup of tea and a biscuit.

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Employer branding. What all those terms really mean … and how to get them right https://www.thatlittleagency.co.uk/employer-branding-what-all-those-terms-really-mean-and-how-to-get-them-right/ Tue, 18 Feb 2020 10:51:27 +0000 https://www.thatlittleagency.co.uk/?p=5786 You may have noticed a lot terms being used in the business of ‘talent attraction’. There’s one right there. Terms can mean different things to different people – and there’s...

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You may have noticed a lot terms being used in the business of ‘talent attraction’. There’s one right there. Terms can mean different things to different people – and there’s often more than one interpretation for each. Confused? You are certainly not alone. That’s why we thought it would make a helpful blog to shine our That Little Agency lens on the whole gamut – from the bigger picture surrounding brand, culture and values to those more often used at the business end of recruitment.

We don’t just cover what they are, we give our take on what it takes to get them right. And there are connections between many of these too. Ready? Let’s begin …

The bigger picture

We’ll kick off with the big daddy of terms, employer branding. It’s the one we all hear about the most, the one that organisations ‘do’ to attract and hire the best talent. But hang on, if there’s employer branding then there has to be an employer brand – see how tricky this can get?  Let’s start with how they differ.

Employer brand

In simple terms the employer brand is what you have, whether you like it or not. It’s the baseline of where you are now, the thoughts, feelings, perceptions of you as an employer – good and bad. It’s usually based on the current and past experiences of employees which may not always tally with how the employer sees things. As long as there’s employees, there’s an employer brand.

So, how do you as an employer create an employer brand that your ideal candidates aspire to? How do you become that sought after ‘employer of choice’? That’s where ‘employer branding’ comes in.

Employer branding

Employer branding, through a carefully researched plan and creative execution, is the process that will change how you are perceived. Note the words ‘carefully researched’. You can’t build a successful employer brand on a whim, a bunch of hunches or what the MD or HRD thinks it should be. You have to get beneath the surface and find out what people really think for it to be credible and bought into. Which takes us to …

Employer Value Proposition

Often shortened to your ‘EVP’, but we actually prefer ‘Employer Proposition’. This defines the key attributes that you would like people to associate with you as a potential employer. It’s effectively the reasons why someone would choose to work for you, as opposed to an alternative employer. When it’s been determined, your EVP should provide a consistent platform for your employer branding communication and candidate experience.

To give this a little more substance, it’s worth covering how you’d reach your EVP. You might identify a target group of potential recruits and ask them what they think you are like as an employer. You’d ask group of actual employees to find out what they think of working for you and what they see as your values. You’d also want to ask your management team – to get a view of their vision for what the organisation is and would like to be.

To be effective, the end result needs to be attractive to potential hires but also credible to your internal audience. If they fall about the place when they see your employer branding efforts, you’ve missed the mark.

Vision

A vision statement describes where the company aspires to be – and increasingly where it wants the world to be. For example, Oxfam – ‘A just world without poverty’. Organisations often produce statements of their vision and this can be hugely important to the employer brand. That’s because employees are increasingly motivated by more than reward alone. In fact, it’s often way down the list. What comes first is just how well they identify with the vision of the organisation they are considering joining.

In essence, is the vision inspirational and aspirational enough? What is the organisation there to do? Is important to them, will it challenge them?

Values

The values of an organisation are the core principles that guide and direct it and its culture. Values create a moral compass for the organisation and its employees and, just like the vision, they have to be values they feel aligned to. And, most important of all – these values have to be lived and breathed by the organisation and its management to really make that connection with employees. They need to be authentic and experienced on joining – it’s probably the most significant contributor to the employer brand having credibility.

After all, the reason we stay loyal to consumer brands is often because we feel we share their values. Why should it be any different for the employer brand?

Desired behaviours

Our earliest behaviours are formed through childhood experiences, and there are certainly some in children more desirable than others! However, in the workplace, desired behaviours are acquired and developed while performing roles. In a recruitment context, they make some people more desirable candidates than others. They also contribute towards high levels of employee engagement and a positive company culture.

For example, do they have good communication skills, are they team orientated, demonstrating enthusiasm, will they go the extra mile? Are they confident in their performance and ability to learn new skills? Do they demonstrate integrity, having made decisions in the best interests of their organisation, ahead of personal advantage?

Company culture

We’ve covered a number of terms that relate to aspects of an organisation and how they impact the employer brand. The company culture is the glue that binds them all. That’s because, amongst others, a culture comprises the purpose, values, leadership style and levels of engagement found in a business. And, like values, people are increasingly looking for evidence of a positive culture, one that benefits their lives and community.

A company culture that positively resonates with employees and customers is core to retaining talent and delivering business growth. It’s something that Simon Sinek has described as a ‘sense of cause’. A company culture, he says, can be something so powerful that people would rather turn down higher paying roles to be a part of it.

Some recruitment terms

Let’s take it that ‘Talent attraction’ as a term speaks for itself. We think so. However, there are a couple of terms that apply to the recruitment stage that are worthy of a closer look. One has changed hugely in recent years and the other, if it’s seen in a negative way, could make or break your employer brand before your candidates have even joined.

Recruitment marketing

Anyone who’s role has involved attracting candidates to employers (via the direct route, rather than through employment agencies), will have heard the term ‘Recruitment marketing’. In fact, if they’ve been around the block a few years, they probably used to call it ‘Recruitment advertising’. Yes, long before the web, organisations would print an advert in a newspaper, hope the right candidates would see it, read it and then send their CV in the post. How very 20th century.

Recruitment marketing is a term we like. It recognises that today’s employer treats the business of attracting talent as a marketing campaign with a strategic approach, a better understanding of the target audience and a whole different playing field in terms of how to reach them. So, recruitment marketing is how you tell your story through content and messaging to reach top talent. It can include your career site, job postings, video messages, social media, images – any public-facing content that builds your brand among candidates. It is the process by which your employer branding gets seen and put to the test.

Candidate experience

The candidate experience is one of the most crucial stages in how you successfully attract candidates. And it’s also equally important to those that you don’t hire. A candidate experience definition might be “how candidates feel about your company once they experience your hiring process.” It’s the time when they first experience your employer brand first hand.

Whether it’s good or bad, their experience influences candidates in their decision to apply to your company or accept your job offer. The danger comes when the actual experience doesn’t measure favourably to the promises made in the employer branding and candidates vote with their feet and go elsewhere. It can get really serious when they share any negative news with their social networks – all of whom will trust what they say.

In conclusion

We didn’t start this article expecting it to run quite as long as it has. That only goes to show the complexity of the employer brand and the employer branding process. There are many facets involved from the strategic issues surrounding vision and values to the technical. These are all inter-connected and reliant on each other in many instances. Just as a poor candidate experience can have a negative effect on the employer brand, a friendly chatbot could just save the day.

We hope clarity on some of these terms will help you appreciate all that goes into the employer branding process from development to delivery.

Need a little extra help?

We are That Little Agency, we help employers tell their story and we do this by developing award-winning employer brands and careers websites. All designed to help you deliver measurable results. If you feel that you’d like some help, support or even a little chat around selecting your ATS, defining your employer value proposition, developing your employer brand or any aspect of your talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a biscuit.

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A little look ahead. Employer branding trends for 2020 https://www.thatlittleagency.co.uk/a-little-look-ahead-employer-branding-trends-for-2020/ Fri, 24 Jan 2020 14:24:26 +0000 https://www.thatlittleagency.co.uk/?p=5774 So that’s another decade over with. We’ll look back fondly on the 2010’s as That Little Agency came into being, ’way’ back in 2017. So, as we enter 2020 that...

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So that’s another decade over with. We’ll look back fondly on the 2010’s as That Little Agency came into being, ’way’ back in 2017. So, as we enter 2020 that makes us nearly three. But, we’re not going to start being difficult toddlers, oh no. We’ll keep on being as helpful as we’ve always been, starting with a look ahead into the world of employer branding and some trends we think could be important.

So, grab yourself another cup of tea and let’s see where this goes.

We’ve shared a few prediction pieces in the last few months on LinkedIn and they always generate good engagement. It seems like our readers are as interested as we are in what industry experts think will be coming our way. So, we thought we’d offer our pick of the ones that resonate most, starting with social media usage to support the employer brand.

Social media will remain the top digital channel – and may grow by 70%

As we say in our own posts about social media, you need to be where the conversation is – that is between your candidates and your existing employees. And that’s going to be on Facebook, YouTube, LinkedIn, Instagram, maybe Snapchat too. Social media has been growing as an important platform in which to give your candidates a positive and essentially authentic experience of what it’s like to work for you.

Using social media for employer branding is poised to grow by 70% in the next five years say Universum. But not everyone is going to be as good at measuring social media activities to test effectiveness and results. Perhaps that’s why EveryoneSocial predict that social media marketing will be the most in-demand HR skill by 2020, with the second being data analysis.

From this we would say, develop a social media strategy (our blog will help), but also, don’t shy away from getting to grips with the analytics button you’ll see on every social media platform, the data will help you spot what’s working, what’s not and where to re-focus your efforts.

Greater convergence of the employer and consumer brand

Who ‘owns’ the employer brand – HR, marketing or CEO? We’ll stick our necks out here. This argument is getting a little dated. The employer brand is moving into the mainstream and is set to be as important, or even the same thing, as the consumer brand. But, ask CEOs and 60% think they own it, ask HR and 58% think they own it – according to findings by Universum who polled over 2000 global HR professionals and CEOs.

So, better communication between your leadership and HR or employer branding and marketing teams in the development of your brand is the way to help this convergence. The bottom line is that your customers or candidates won’t care half as much – but what will interest them is seeing great work being achieved and people they can relate to doing it – whether you call that your consumer brand or your employer brand.

And, if you still have a CEO who needs a bit of convincing to invest in your employer brand in the first place, you could even send them this article. It might just do the trick.

Measurement needs to change from inward-facing to outward

This is an interesting one. The Universum research found that the top three KPI’s measured that relate to the employer brand are all inward facing. 46% measure the average retention rate, 45% measure new hire quality, 45 % measure the employee engagement level. All perfectly good measures of course. But, external indicators – such as the brand perception were chosen by fewer than 20% of respondents. If you consider how much budget goes on outward facing activities – and ‘just’ the job board budget alone can add up, it’s surprising that not more attention is given to finding what the target market – the ‘customer’ of the recruitment offer after all, actually thinks.

Perhaps the convergence of employer and consumer brand will see a little more focus on researching attitudes and perceptions (which is where we always start our projects). As well as a better grasp of the data that is freely available through Google Analytics, your ATS and LinkedIn, some qualitative data could complete the picture.

In conclusion

So it seems that 2020 is going to be another year dominated by conversations around social media, employer brand and measurement. Just like 2019. And 2018. But perhaps this is the year we stop talking about it, and start actually doing it. Because despite some really encouraging and interesting work being done in 2019, we’ve still a long way to go as we move from transactional recruitment advertising to strategic employer marketing.

Need a little extra help?

We are That Little Agency, we help employers tell their story and we do this by developing award-winning employer brands and careers websites. All designed to help you deliver measurable results. If you feel that you’d like some help, support or even a little chat around selecting your ATS, defining your employer value proposition, developing your employer brand or any aspect of your talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a biscuit.

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Our little story, part four. Farewell 2019, you’ve been a great little year https://www.thatlittleagency.co.uk/our-little-story-part-four-farewell-2019-youve-been-a-great-little-year/ Sun, 01 Dec 2019 16:55:43 +0000 https://www.thatlittleagency.co.uk/?p=5716 With the halls decked, the bells a-jingling and our little Christmas party fast approaching, it seems that we’ve become a tad reflective. Reflective on what has been a really, really...

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With the halls decked, the bells a-jingling and our little Christmas party fast approaching, it seems that we’ve become a tad reflective. Reflective on what has been a really, really interesting year. So now seems to be a good time to tell our little story. Part four.

We’ve grown a great little client base

It seems that we’re rapidly gaining a reputation for being great people to work with. How can we tell? Well, people and organisations are starting to come to us. It seems that all the blog writing, presenting and hosting breakfast seminars is paying off. We feel very lucky to have worked with the likes of Jaguar Land Rover, Leicester City Council, NFU Mutual, Nisbets, Pinsent Masons, Telegraph Media Group, Toolstation and Vectura this year. And on some really nice projects as well.

We’ve enhanced our team

We’re really proud of our associate assisted delivery model. It means that we’ve been able to work with some fantastically talented people across all our projects this year. But it would be wrong of me not to pick out one in particular. And that’s Oli Nitch-Smith.

We knew Oli when we were at ThirtyThree, and his knowledge of careers websites, applicant tracking systems and biddable media are unrivalled. And we are blessed to have him in our little agency. Clients love him. The design and development team love him. He’s been with us a year and we celebrated this milestone by buying a beer fridge.

Work that we’re proud of

We’re unapologetically a start-up, therefore every job we do needs to be impressive. It needs to delight the client not simply answer the brief. Which is handy because that’s the only way we would approach a project anyway. And our clients have given us the projects and freedom to delight them:

We designed, developed and delivered a careers website for Leicester City Council
We developed an employer brand for Toolstation
We designed, developed and delivered a careers website for Toolstation
We designed, developed and delivered a new graduate recruitment campaign for Pinsent Masons
We helped deliver a new website for Manchester Metropolitan University

They’re all projects that we are very proud of. And some of them have been recognised by our peers.

An award-winning agency

Our thoughts on the value of awards is well documented, but we certainly didn’t think that we’d be picking any up in our first few years. But we’ve got some clients whose ambitions match our own, and with the work that we’re doing having an almost instant impact, we had something to talk about and something to enter for awards.

What we ended up with was:

FIRM Awards: Best development of an employer brand for Hastings Direct – Winner (Website)
All About Law Awards: Best website for Pinsent Masons – Winner (Website)
OnRec Awards: Best corporate use of online recruitment for Phoenix Group– Finalist (Website)
Recruiter Awards: Most effective employer brand development for Hastings Direct– Finalist (Website)
Recruitment Marketing Awards: Most effective employer brand development for Toolstation – Finalist (Website)
Chip Shop Awards: Ad most likely to start World War 3 – Highly Commended (Website)

And we’ve just found out that the work we’ve done with Toolstation has been shortlisted in the ‘Best Employer Brand’ category of the RAD Awards. As would expect, we’re cock-a-hoop.

Not a bad little haul for 2019. Oh, yes and Mark was even shortlisted for ‘Recruitment Industry Entrepreneur of the Year’ at this year’s Recruiter Awards. Sadly, he didn’t win. But we’ve already seen new business enquiries coming from people who’ve seen us shortlisted or picking up an award. So, see, awards are still valuable.

Sharing some great content

If you follow us (or Mark) on LinkedIn then you’ll know we’re working hard to help people negotiate the subjects of employer branding, marketing, careers websites and meaningful data through our blog. That’s because we wanted to not only show you how to do something – such as build and launch your careers website and develop an employer brand, we also wanted to help you show the results of your hard work.

This year we’ve covered:

Google Analytics, your careers website and your candidates
Recruitment metrics, what you should be recording, how and why
Making sure Google can find your careers website and vacancies
Measuring your online application process with Google Analytics

All this focus on Google and measurement doesn’t mean we ignored employer branding this year. Far from it. If you have employer branding on your 2020 to-do list, you won’t go far wrong with our most popular piece of content this year.

Building your employer brand. A ten-point checklist

Written to help you plan and deliver your employer branding project it covered everything from getting sign-off on the project to deciding what awards to enter. Well, why not?

Saying thank you

It has been a great year. Challenging but thoroughly enjoyable. We’ve met some brilliant people, been engaged by some great clients, delivered some highly effective work and picked up a couple of gongs. Not bad really for our cheeky little start-up. So what better way to celebrate Christmas then by saying thank you. We invited everyone who had helped us in some shape or form over the past 12 months to join us for a boozy little lunch. No speeches. Well, maybe one little one.

What now?

We think that the next 12 months are going to be really important to the agency. We’ll continue supporting companies in telling their employer stories, we’ll deliver more high-quality (hopefully award-winning) projects and we’ll keep getting told by our clients that they think we’re brilliant. One thing’s for sure December 13th will be a quiet day in TLA towers.

If you feel that you’d like some help, support or even a little chat around defining your employer value proposition, developing your employer brand or any aspect of your talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a biscuit.

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Measuring your online application process with Google Analytics https://www.thatlittleagency.co.uk/measuring-your-online-application-process-with-google-analytics/ Fri, 15 Nov 2019 11:23:14 +0000 https://www.thatlittleagency.co.uk/?p=5692 I love a guest blog article. And so when I was recently talking to Louis Halton Davies of Web Marketer around his thoughts around the effective use of Google Analytics,...

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I love a guest blog article. And so when I was recently talking to Louis Halton Davies of Web Marketer around his thoughts around the effective use of Google Analytics, I was delighted when he agreed to share his top tips and considerations with us. Google Analytics is a topic we covered earlier in the year with a look at some of the key data it will give you and some tips on how to get started. If you want to get up and running, you can read it here.

In this new post, Louis looks in more depth at the range of data you can obtain from your Google Analytics account – just as long as its properly set up. And, as well as this blog, we’ve produced one of our little guides on the topic – and there’s a link to download that at the end of this article.

So take it away Louis …

Back in 2017, The Economist said that ‘the world’s most valuable resource is no longer oil, but data’. And we’d tend to agree. Especially when we think that there’s a free piece of software that can save us all heaps of precious time and money. We’re talking about Google Analytics here. It’s one of the most underused and underrated bits of tech in the talent attraction world.

“Google Analytics is telling me that the majority of our applications are coming from our careers site?”

Sadly, if you look in your Google Analytics account and it tells you the majority of your applications are coming from your careers site (which most of them do) – it means something isn’t right with your set up.

I’ve seen hundreds of careers site Google Analytics accounts over the past four years and not a single one was setup properly. The most common offender is up to 80% of applications showing as originating from the careers site. This means that the most essential of tools, Cross Domain Tracking, hasn’t been installed properly. And if this isn’t in place what else could have been overlooked?

There’s no reason that a careers site can’t have the same level of mouth wateringly useful insights as an ecommerce site. But it just isn’t available out of the box. Not being set up properly means not being able to tell where applications are coming from. Instead, we should be seeing Social, Organic Search, Paid Search and referring websites.

What can you get from a properly set up Google Analytics account?

A well-configured Google Analytics account is an absolute goldmine of insights. Amongst other things, it will tell you:

  • How Google for Jobs traffic compares against job boards.
  • How organic social measures up against paid social.
  • What jobs people are searching for on your website.
  • New websites to advertise on.
  • Where people are abandoning your online application process.
  • Job page views by location, seniority and/or function.
  • Insight into the typical online application journey.
  • Number of applications by device.
  • What people are searching for on Google when your website shows up in the results.
  • How differently careers site users from different cities or countries behave.
  • Which advertising campaigns are working well (and not so well).
  • What can be done on your careers site to encourage more applications.
  • How fast your careers site loads – and which pages need attention.
  • How long it takes the average person to complete an application once started.
  • How many visits it takes on average before an application is started.

And so much more. Which is why getting your account set up properly is so important. Fortunately, we know how to help you with that.

How to get an Google Analytics account set up properly?

Step one is getting a Google Analytics audit. That Little Agency and Web Marketer have teamed up to offer a very good one. Moving forward this will form a key part of our go live process, but it is also highly useful for those whose careers website is already live.

Our new careers website Google Analytics audit is a 54-point checklist that works on a pass or fail basis. Each fail identifies an area that needs fixing. And cross domain tracking that we mentioned earlier is just one of them.

These points range from simple aspects like whether or not the code has been installed and whether the account structure is logical, to more advanced, technical aspects – like whether job boards have been grouped as a custom traffic acquisition channel.

Google Analytics can be overwhelming, so how do we make it useful?

Quite simply, you can use it to measure (most of) the same things you’ll be including in your resourcing reports. Identifying what’s useful and what’s not is part of something we call a “measurement plan”. Because exploring data can turn into a rabbit hole and a (very interesting) time sink.

We then use these key insights and KPIs identified by the measurement plan to build a data visualisation dashboard. This is then fed with live data from Google Analytics so you can log in at any time and see only the insights you need. With the option to switch over to Google Analytics and explore in more detail as and when you fancy.

In conclusion

Chances are that you aren’t getting the very best out of Google Analytics. Setting up Google Analytics correctly can save time and money by giving you real-time insights to make decisions with. And you don’t need to learn to be a Google Analytics professional for it to be useful. You just need pointing in the right direction. And we can help you design and develop a clear data visualisation dashboard to show you only the information that’s going to help you.

Need a little extra help?

We hope that you have found this little snapshot useful. But if you’re hungry for more detail, That Little Agency and Web Marketer have teamed up to produce in-depth guide to some of the mind-blowing capabilities within Google Analytics. Including what they are, what they do and why they’re useful.

Request a copy of ‘A little guide to Google Analytics for careers websites’.

Web Marketer are a boutique, digital marketing consultancy who focus exclusively on driving conversions. To find out more about what they do and who they have worked with, visit www.webmarketeruk.com or drop Louis a line at louishd@webmarketeruk.com

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