employer branding staffing event lauren de boer
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©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
5 Steps to Crafting a Highly SocialTalent Brand
©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
Why we’re here
72%UK Talent Acquisition
Decision Makers agree that employer brand has significant impact on
ability to hire great talent
Prioritisation of employer brand(by company size)
69% Agree employer brand is a top priority for their organisation
67%
70%
67%
78%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
For more details, see lnkd.in/stateofeb
©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
Why talent brand?
talent.linkedin.com
A more talent-centric way of
thinking about your employer brand
©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
5 steps to a highly social talent brand
talent.linkedin.com
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
Step 1: Get buy-in
talent.linkedin.com
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
How to get executives to champion your talent brand
Start at the top
Your CEO and their
team must get behind
your talent brand, and
commit to helping
promote it.
Arm yourself with data
Universal facts
Stress the business impact
of your talent brand.
LinkedIn insights
Data on your company’s
social presence
Number of employees with
profiles
Aggregate number of
connections, etc.
Recruiting metrics
Who you’re losing talent to &
where you’re struggling to
hire
Bring partners to the tableExamples: HR,
Communications, Marketing, IT
Create a cross-functional talent
brand task force.
talent.linkedin.com
DM
How to get employees to champion your talent brand
“My view is every employee with an external profile that highlights they work at Sky is a brand ambassador .”
Lee YeapHead of ResourcingSky
Sky leveraged their employees as brand ambassadors
talent.linkedin.com
Step 2: Listen and learn
talent.linkedin.com
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
Look before you listen
Audit checklist
• Employee exit interviews
• Candidate feedback
• Employee LinkedIn profiles
• Activity on other social media platforms (e.g., Twitter, Facebook, YouTube, Flickr)
• Other online discuss forums (e.g., blogs, LinkedIn Groups, rating sites like Glassdoor)
Public
• Corporate website• Graduate recruitment materials• Recruitment advertising• Live event materials• Company and Career Pages on LinkedIn• Official presence on other social platforms
Private
• Direct communications with candidates and alumni• Company intranet• Training and development materials• Performance management process
Official Unofficial
Perform an audit from the shoes of:
talent.linkedin.com
Sample questions
talent.linkedin.com
What are the most important values you look for in a job?
Where does XYZCo do a very good job of delivering on these values?
Which important values do you feel XYZCo does not deliver on?
What originally attracted you to join XYZCo?
To what extent have your expectations been fulfilled? Where have they been exceeded? Where have they not been met?
If you wanted to convince a friend to work at XYZCo, what story would you tell them?
How likely would you be to recommend XYZCo as an employer?
What are the most important values you look for in a job?
When you think about companies that hire people with your skillset, which companies come to mind?
How familiar are you with XYZCo as a place to work?
How likely would you be to consider a job at XYZCo?
What is your overall impression of XYZCo as a place to work?
Based on your knowledge of the company, where does XYZCo do a very good job of delivering on these values?
Based on your knowledge of the company, which important values do you feel XYZCo does not deliver on?
Current employees Passive candidates
Listening can make all the difference
Strategic annual survey use
Challenge: Keeping employees engaged in a connected world.
Approach: Through annual survey, JPMorgan asked what employees need/ want in order to stay. Top answers: mobility and development opportunities.
Result: Launched extensive internal mobility program.
• In 10 months, internal hire rate rose by 5% (they fill 75K positions/yr)
• Ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings.
talent.linkedin.com
Ellie ShephardGlobal Recruiting Program
Manager, Vice President
Step 3: Craft your approach
talent.linkedin.com
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
How to deliver an authentic talent brand
REAL
CONSISTENT
PERSONAL
BRAVE
talent.linkedin.com
Promise what you can deliver
Challenge: Talking about work-life balance at a professional services firm.
Approach: Shifted focus from work-life balance to “flexibility” - just as valuable to employees but much more realistic.
Result: Believable talent brand, internally and externally.
Danielle Bond, CMO
Begin with the end in mind
Sample goals for your talent brand program
Increase offer acceptance rate by X%
Reduce attrition by X%
Improve employee survey ratings by X%
Increase baseline familiarity with your talent brand in external surveys by X%
Double the number of employees with an optimised social presence
Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions
talent.linkedin.com
Step 4: Promote and engage
talent.linkedin.com
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
1. It all starts with the profile
Engaging, friendly pictureWho wouldn’t want towork with Lee?
Regular UpdateShow he’s engaged and insighful
Engaging summaryWritten in the first person, with passion
Descriptive headline
that goes beyond the title
Other features we like:
•Core skills, endorsed by your network
•Volunteer experiences
•Just enough on prior positions to build credibility
#talentbrand | talent.linkedin.com
3. Craft job posts for passive AND active candidates
50% of job applications on LinkedIn via ‘anything but search’95%
of professionals fine with being approached with relevant opportunities
80%of working professionals around the world are considered passive candidates
The other 20% are actively seeking a new job
talent.linkedin.com
3. Brand through Jobs with these 6 tips
Use your job post as a talent branding vehicle.
Showcase the position’s impact.
Try a conversational tone.
ART
Avoid overly-creative job titles.
Tie the job to your LinkedIn Company Page.
Give high-priority positions extra oomph.
SCIENCE
talent.linkedin.com
4. Spruce up your Company Page
01 Talk to your marketing team and coordinate your approach.
02Add an image that welcomes visitors to your page and showcases your brand.
03Post status updates to start a conversation with your target audiences.
04Add products/services and solicit recommendations so people can learn about what you have to offer.
05Feature relevant groups to attract a broader audience and extend your reach.
5 tips to jumpstart your Company Page
talent.linkedin.com
5. Use Targeted Status Updates
Tips for targeted status updates
Share jobs, relevant news stories about your company, employee interviews from your blog, etc..
Mix it up
Sketch out what you’ll say in advance and build a dialogue with your followers.
Have a plan
Remember the messaging you’re trying to get across and think about how to incorporate it.
Stay on brand
talent.linkedin.com
71%of company followers on LinkedIn are interested in career opportunities at companies they follow.
6. Launch your Career Page
Think visually.
Use bold images to give a real-world glimpse into your organisation.
Think digitally.
Whatever you say, keep it brief. Content from your glossy graduate recruitment brochure may not make sense online, where attention spans are shorter.
Think video.
You’ll be able to engage candidates more deeply if they hear real people tell their own stories, so make video a core part of your strategy.
Think customised.
Adapt your content to viewers based on their LinkedIn profiles. You can target your Career Pages based on a candidate’s job function, industry, geography, and more.
talent.linkedin.com
7. Advertise where the (interested and relevant) eyeballs are
talent.linkedin.com
Clickthrough rates 20x industry average
Promoting your talent brand beyond LinkedIn
Twitter Facebook YouTube SlideShare Pinterest
talent.linkedin.com
Step 5: Measure and adjust
talent.linkedin.com
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
Sample metrics
Key indicators of talent brand success
• Your offer acceptance rate goes up
• Employee retention increases
• Internal surveys confirm your employees are excited about your company as a place to work
In-house
• Traffic to your employee video stories goes up
• You double the number of employees with an optimised social presence
Online
• Content Marketing Score
• InPact
• Talent Brand Index
LinkedIn Metrics
talent.linkedin.com