Employer Brand Lead in Aberdeen

Employer Brand Lead

Role purpose and accountabilities

The Employer Brand Lead is accountable for positioning EY as an employer of choice and driving key strategies to attract, engage and retain diverse and passionate talent across the UKI firm.

The role will take a lead in creating and implementing a strategy that encompasses content, channels, campaigns, and external positioning to differentiate and amplify EY’s brand among potential hires in alignment with UKI UK and FSO UK experienced and student recruiting goals. Primary aims are to help EY consistently improve and / or maintain its Universum ‘most favoured employer’ ranking, Glassdoor rankings and also to attain consistently outstanding New Joiner Survey scores. Success will be measured through recruitment metrics and progress against the recruitment brand maturity framework.

The Employer Brand Lead will work closely with the business, regional Brand, Marketing & Communications (BMC) and Talent Attraction and Acquisition (TA²) to provide a coherent and effective approach to differentiating EY and building the EY brand at every stage of the recruitment process. Actively participate in Global recruitment brand network activities to ensure consistency and alignment with the Global recruitment brand strategy.

They will lead, motivate and inspire the UKI Employer Brand team to be best in class whilst creating a strong sense of purpose and belonging.

Reporting line: Recruiting Lead, Talent Attraction and Acquisition (TA²), UKI

Key responsibilities

• Work with the TA² leadership to understand local recruitment processes and talent acquisition strategies, and with the business recruiting leadership to understand growth objectives, target candidates and headcount plans
• Work with regional BMC teams to connect to content, campaigns, communications and marketing plans of local relevance. Use data from sources such as Global Brand Survey, Glassdoor and Universum to understand the competitive landscape and key career drivers. Agree measures and success criteria.
• Build a comprehensive strategy and plan with a digital and social media first approach, including content (created and curated), channels, campaigns, external positioning and PR to amplify EY’s brand among potential hires in alignment with our master corporate brand and Visual Identity, regional / country workforce planning agenda and D&I priorities
• Maintain oversight of attraction activities executed by Talent and Talent Shared Services colleagues, third parties (where necessary) and drive Corporate Identity
• Monitor and analyse recruitment campaign results, focusing on improving brand engagement. Identify changing patterns and opportunities for improvement.
• Maintain up-to-date knowledge of recruiting, digital and social media trends. Identify and address short- and long-term implications for EY’s approach.
• Identify key candidate touch points and seek to improve brand immersion at every step of the candidate journey
• Work with the Global recruitment brand team to improve tools, strategies, capabilities and fluency in accordance with the recruitment brand maturity framework, with the goal of driving towards a best-in-class recruitment brand function. Participate in Global recruitment brand network calls and activities to share and access best practices, and new ideas and approaches. Leverage all global tools, content and strategies as relevant and localise as necessary.
• Champion and work to establish a recruiting mindset in all of EY’s people (employee advocacy)
• Review and evaluate new approaches to recruitment brand amplification and management that enhance the candidate experience and deliver value for money
• Manage budget to deliver consistently strong performance against objectives
• Foster a culture of service excellence and role-modelling of EY values and behaviours. Work with the wider Talent Acquisition team to define quality standards, service level agreements and KPIs and ensure delivery against these.
• Build team capability for high performance. Model best practice employer brand strategies within the team. Upskill direct reports accordingly and ensure succession plans are in place for all roles.
• Partner with the TA Insights and Engagement teams to develop and deploy a consistent approach to candidate relationship management

Relationship Management

• Build and maintain relationships with approved agency and media buying vendors in accordance with global BMC guidelines, ensuring value for money

Build relationships and form alliances with external counterparts, communities of practice and stakeholders to keep informed of external trends and best practice and to scan for innovations and opportunities to form partnerships.

Skills

• Demonstrate a strong understanding of how brand management can enhance market position
• High level of cultural awareness
• An understanding of how business strategy drives recruitment requirements
• Strong commercial acumen and the ability to use data and analytics to direct and fortify marketing and creative strategy.
• Strong and persuasive communicator and relationship builder. Ability to manage multiple, sometimes conflicting, priorities and approach barriers from a problem-solving standpoint with the goal of creating ‘win-win’ outcomes – active listening, critical thinking and process improvement. 

Experiences

• Significant experience in leading creative marketing and communications
• Proven experience in developing and implementing strategies in traditional, digital and social media. Experience working with / for a professional services organisation or an advertising / marketing agency is preferred.
• Proven track record planning and implementing comprehensive campaigns, social media channel strategies and digital executions
• Working in international and diverse, cross-cultural environments
• Team management experience, able to lead, coach, motivate and develop a forward-thinking team. You will have an inclusive mindset with the desire to seek out and encourage diverse voices and perspectives.