The 2015 Report: Employer Branding in Singapore The Good, The Bad & The Ugly

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Russell Moody
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1 The 2015 Report: Employer Branding in Singapore The Good, The Bad & The Ugly

2 2 Table of Contents 1. Introduction 2. Singapore Over The Years 3. Key Takeaways 4. From Zero to Employment Brand Hero Employer Brand Assessment Checklist 8 6. HiringBoss 9 Table of contents

3 3 1. Introduction Introduction When it comes to attracting Talent, the benefits of a strong employment brand are clear. According to Dr John Sullivan, Research has shown that companies with a strong employment brand attract at least 3.5 times more applications per job posting than other companies in the same industry. Just 5 years ago, less than 10% of Fortune 200 companies had a dedicated role to manage employment brand, yet today, 1 out of 4 have invested headcount and budget into getting employer branding right. With the Fair Consideration Framework already in full effect, the war for Talent in Singapore is only set to become more intense. A survey by Robert Walters found that both the private and public sectors are even looking overseas to lure expat Singaporeans back home to work. As the competition for Talent heats up, are companies in Singapore strengthening their Employer Branding efforts? In early 2013 and 2014, we conducted in-house studies to uncover the state of Employer Branding of the top 30 STI (Straits Times Index) companies. The results were unanimous: from poor visibility on social media through to non-candidate friendly application processes, it was clear that Singapore s leading companies had not yet wised up to the importance of a strong Employer Brand. How have things changed in 2015? Read on as we uncover the changing state of Employer Branding in Singapore over the years the good, the bad and the ugly. A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos, Amazon Over the years: Comparison chart Key Takeaways From Zero to Employment Brand Hero Employer Brand Assessment Checklist Enhance your Employer Brand with HiringBoss Introduction

4 4 2. Singapore Over The Years: Career Page Dedicated Career Pages % Display Job Openings % Provides help on the job application process Mobile optimized sites % Social Media Presence Link to social pages % Share jobs button % Post jobs on social media % Allow candidates to import information from LinkedIn Company Culture Singapore Showcase Employee % work-life culture % testimonials % *Figures are based on a 3-year study of the top 30 companies on the Straits Times Index (STI)

10% Post jobs on social media 1 1 4 10% Allow candidates to import information from LinkedIn Company Culture Singapore Showcase Employee 0 1 1 3% 2013

5 5 3. Key Takeaways Preparing for Mobilegeddon On 21 April 2015, Google rolled out a new mobile-friendly ranking algorithm, which to the non-techies out there, is a major change to how Google indexes and ranks your company s website. In 2013, none of the companies gave thought to Mobile, but as we see from the results, 6 of them have since implemented a mobile-focused website. The message is clear: a non-mobile website hurts your brand. Key takeaways Candidates are searching on-the-go and poor online visibility puts your company at a disadvantage. Even if candidates get to your site, a poor navigation experience and cumbersome application process puts up more roadblocks than the interview process itself.

In 2013, none of the companies gave thought to Mobile, but as we see from the results, 6 of them have since implemented a mobile-focused website.

6 6 Upping the ante on Social Media Based on the findings, we see a steady growth of social media adoption over the years. Well done STI 30! According to a survey conducted by our friends at Employer Brand International, Social media is the most important LinkedIn comes up top LinkedIn proves to be the most popular social media platform among the companies studied, with 50% (15 out of 30) of the companies having an active LinkedIn profile where they post jobs, share snippets of the company culture and share articles and posts. More companies have LinkedIn profiles than Facebook profiles (33%). Key Selling the Company as a great place to work takeaways More than half of the companies use company culture to promote their Employer Brand and 16 out of 30 companies are also adding a personal touch with employee video testimonials. Too often, companies keep their culture hidden from the digital channel and the main activity being undertaken to communicate Employer Brand. The bottom line: social media is the preferred enterprise tool for Employment Brand communication. Link to social pages Share jobs button Post jobs on social media Allow candidates to import information from LinkedIn outside world, but important for job seekers than salary or benefits for determining whether or not they ll truly be happy in their day-to-day life at your company. Toot your own horn and let your company culture speak for itself.

7 7 4. From Zero to Employment Brand Hero Employer Brand Hero: SingTel A clear winner fulfilling 13 out of 15 criteria. SingTel checked the boxes for: Dedicated career site Displaying job openings on its website Providing links to social media sites Embedding buttons on its website for jobseekers to share jobs via social media Posting jobs on social media sites Allowing candidates to import their information from LinkedIn when applying for a position Showcasing their company work-life culture Employee testimonials and testimonial videos Corporate video Active Instagram, Facebook and LinkedIn pages Most improved Employer Brand: Jardines In order for organizations to win the Talent war, more work needs to be done. but one thing s for sure - Singapore is taking small steps towards to right direction. Employer Branding is not a new term but it s definitely one that companies struggle with. That s why we re devoting this section to 2 outstanding companies that deserve a shout-out for their efforts. Jardines have made improvements in 4 areas: Employment brand hero Added social media links to their career page Started showcasing their company culture by posting photos of their employees Added employee testimonial videos on their website Added a corporate video on their website 2015 EMPLOYER BRAND HERO 2015 MOST IMPROVED EMPLOYER BRAND

social media Posting jobs on social media sites Allowing candidates to import their information from LinkedIn when applying for a position Showcasing their company work-life culture Employee

8 8 5. Checklist for an Irresistible Employment Brand Checklist Has your company checked all the boxes yet? Build an in-depth mobile-optimized career page that gives jobseekers an idea about your company and an accurate glimpse of the company culture Include conversation points such as awards, press mentions, goals and acquisitions in your company website Include historic infographics, team biographies and detailed benefits that build a clear vision of your company. Include photos of employees at work and enjoying themselves Make use of Social Media sites like LinkedIn, Twitter, Facebook and Google + to promote your company and share vacancies Learn from the competition complete a website evaluation checklist for at least three competitors and use the results to evaluate your website Establish an atmosphere of constant conversation and communication between HR, existing and new employees to create a company culture that s harder to complain about Educate and communicate with your team about what to do when employees hear or see something that might affect the company s employer brand. Use free survey tools to create and automate surveys to get a constant assessment of employee sentiment in the company Update your exit interview strategy to specifically include opportunities for employees to vent their grievances in person rather than taking their negative feelings with them when they go. Source: Savvy HR teams Employer Brand Checklist

mentions, goals and acquisitions in your company website Include historic infographics, team biographies and detailed benefits that build a clear vision of your company.

9 9 6. Enhance your Employer Brand with HiringBoss HiringBoss is Singapore s #1 Corporate Applicant Tracking System loved by government agencies, Multinational Corporations and SMEs including MAS, EDB, UOB, NETs, KFC, Lazada, Fitness First and many more. What can HiringBoss do? HiringBoss is engineered to enable automation and eliminate admin from the hiring process while strengthening your Employer Brand. With HiringBoss, you can be assured that you are communicating a reinforced and consistent employer branding for your organisation whenever and wherever prospective candidates look for information. As the primary line of communication between company and your next great employee, an ATS like HiringBoss deserves special consideration. EExplore HiringBoss Contact hello@hrboss.com today for a free live demo of HiringBoss. It s time more companies harness the power of an ATS to work in tandem with their Employer Branding strategywe d love to show you how with a no-obligations free demo.

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