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Presentazione LinkedIn Day - Employer Branding

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Presentation from Mr. Albergoni at LinkedIn Day in Milan on March the 11th. The speach was about the power of social media and employer branding on LinkedIn.

Presentation from Mr. Albergoni at LinkedIn Day in Milan on March the 11th. The speach was about the power of social media and employer branding on LinkedIn.

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  • The rise of talentI have the tremendous pleasure of being part of a team that works with thousands of companies around the world. These companies range from small, local players all the way to some of the world’s largest multinationals, and they cover an incredible range of industries. While there are huge differences across this diverse range of organizations, there are also some things very much in common. One is the recognition of the tremendous, and increasing, importance of talent. Attracting top talent. Retaining top talent. Keeping top talent engaged in moving the business forward. Talent acquisition is a key driver of organizational success, and the visibility and strategic importance of this function is increasing every day.Another thing we see cutting across geography, industry, and organization size is the growing importance of employer brand. Brand has been on our industry’s radar and in our vocabulary for a long time now, but in recent years we’re really seeing it begin to rise to the forefront. Brand is powerful. Brand is game changing. Brand is what we’re here to focus on today.
  • From the first members in 2004 to over 200 million today, the growth has been exceptional, and the growth trajectory continues to increase.
  • The more people in the network and the faster it grows, the more people you can reach, engage, and ultimately recruit. The good news is, our network is growing at an INCREDIBLE rate.We’re growing by about two new members per second. That’s well over a million new members every week. We are the world’s largest professional network, and increasingly the primary platform for professional branding and engagement.We have executives from all of the Fortune 500 companies represented in our membershipMore than 20,000 companies use our corporate talent solutions, including 87 of the Fortune 100 companies.
  • From the first members in 2004 to over 200 million today, the growth has been exceptional, and the growth trajectory continues to increase.
  • The more people in the network and the faster it grows, the more people you can reach, engage, and ultimately recruit. The good news is, our network is growing at an INCREDIBLE rate.We’re growing by about two new members per second. That’s well over a million new members every week. We are the world’s largest professional network, and increasingly the primary platform for professional branding and engagement.We have executives from all of the Fortune 500 companies represented in our membershipMore than 20,000 companies use our corporate talent solutions, including 87 of the Fortune 100 companies.
  • Personal networks are where people go to “Spend Time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to “Invest Time”. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career. In other words, people on personal networks are spending time in a very casual mindset while on professional networks people are investing time in a very purposeful mindset. What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results.Marketers can use this insight deliver more relevant content and build deeper relationships with their audience.
  • LinkedIn is the only place on the web where you can recruit both passive and active candidatesTraditional job boards provide access to only the 20% of professionals who are actively lookingLinkedIn provides access to both these, and the over 80% of passive candidates who are not actively searching on job boardsMany of these members are the people you’re interested in hiring, and you are already hiring people who are on LinkedInWe know this because we can track every time a member changes his or her profile to your companyActive candidates are also an important source of hire, but LinkedIn helps you access BOTH these candidates and these tens of millions of passive candidates can’t be reached anywhere else
  • Oravorreisoffermarmisullarealtà locale…In Italia LinkedIn è presente dal novembre 2011, e siamo in crescita esponenziale... Oggi siamo 20 persone, e il nostro fatturato cresce di 2 cifre....
  • Sono già oltre 5 milioni gli utenti italiani registrati...
  • E le aziende clienti sono in costante crescita, e distribuite in tutti i principali settori economici, da quelli più attenti all’innovazione, come finance, telco e servizi, a quelli più tradizionali, come il manufacturing.Anche in termini di dimensioni, i nostri clienti spaziano in tutti i segmenti.Oltre ad aziende grandi e complesse come Telecom Italia, che ho citato prima come esempio, tra i nostri clienti contiamo realtà aziendali di ogni genere....
  • .... Dai marchi che danno prestigio all’Italia nel mondo, come Ferrari, che ha recentemente festeggiato il traguardo dei 100.000 followers....
  • .... Dai marchi che danno prestigio all’Italia nel mondo, come Ferrari, che ha recentemente festeggiato il traguardo dei 100.000 followers....
  • .... Dai marchi che danno prestigio all’Italia nel mondo, come Ferrari, che ha recentemente festeggiato il traguardo dei 100.000 followers....
  • What if you could do it too?What if you could do that with your brand?Not your consumer brand… your employer brand.What if people, the right people, felt about working for your company the way they feel about these brands?What if you could build a community of fans who identify with your company. With what you stand for. With what sets you apart?What if you could tap into this community to hire the very best talent more quickly and less expensively?What if you didn’t have to compete nearly as much on compensation and other tangible factors because people truly crave the opportunity to be a part of your organization?What would that mean to your organization? What would it mean to your team? What would it mean to you?
  • Powerful, emotionally impactful brandsAs we see these logos appear on the screen, many of you are experiencing a strong emotional reaction to some or all of these brands. Not necessarily a positive reaction to all of them. Perhaps even a negative reaction to one or two of them, but that’s okay, it just probably means that you’re not in their target market. After all, there’s very little overlap between the target market for BMW and Harley-Davidson.
  • Brand strength enables them to do what others cannotWhat does this power emotional reaction allow these brands to do? Take a look at some of their advertising.They aren’t talking about product specifications…They aren’t talking about features and benefits…They certainly aren’t talking about price… in fact all of these brands command a considerable premium in the marketplace.
  • Brand strength enables them to do what others cannotWhat does this power emotional reaction allow these brands to do? Take a look at some of their advertising.They aren’t talking about product specifications…They aren’t talking about features and benefits…They certainly aren’t talking about price… in fact all of these brands command a considerable premium in the marketplace.
  • Brand strength enables them to do what others cannotWhat does this power emotional reaction allow these brands to do? Take a look at some of their advertising.They aren’t talking about product specifications…They aren’t talking about features and benefits…They certainly aren’t talking about price… in fact all of these brands command a considerable premium in the marketplace.
  • Brand strength enables them to do what others cannotWhat does this power emotional reaction allow these brands to do? Take a look at some of their advertising.They aren’t talking about product specifications…They aren’t talking about features and benefits…They certainly aren’t talking about price… in fact all of these brands command a considerable premium in the marketplace.
  • It’s all about identityWhat they’re really talking about is YOU. About how it feels to own and use these products. About how it feels to be affiliated with these brands.It’s about identity.They’ve put themselves in a whole different league. They’ve lifted themselves above the fray.
  • It’s all about the RIGHT peopleNow hang on a minute you may say. These are multi-billion dollar global brands. My company is nothing like them. This isn’t a fair comparison.It’s true that they are multi-billion dollar global brands, but the beauty of employer brand is you don’t need everybody to know your name. Only the right people.We’re going to show you how you can tap into the power of brand to fundamentally improve your recruiting outcomes. To power your success now and for years to come.
  • Brand is vital; brand is for every organization; brand is nowThe core message today is this:Brand is vital. Getting brand right fundamentally strengthens your ability to hire the best, quickly and cost effectively. It’s a true game changer. It’s a powerful, sustainable competitive advantage. Brand is for every organization. Every organization, regardless of size; regardless of industry; regardless of location, can and must harness the power of employer brand. This is absolutely NOT just for big companies; for rich companies; for sexy industries… this is for every organization. In fact, it’s particularly vital for smaller organizations who compete for talent against larger, better known companies.The time is now. Social media is leveling the playing field and enabling organizations to harness the power of brand like never before. No longer do you need a big advertising budget to get the word out. We are in a very different time now, and the opportunities are HUGE for those who understand them and act on them.We’re going to come back to this slide toward the end of this morning’s session and I want you to tell me if these three points have landed. These are the big takeaways today, and everything we are going to talk about ties back to these key points.
  • Big ROIOrganizations with a strong employer brand have a cost per hire 50% lower than companies with a weak employer brand. Fifty percent. That’s huge! It makes sense too, doesn’t it? If the right talent sees your organization as a highly desirable place to be, you’re well on your way before you get started filling any individual role.And it’s not just on the acquisition side. It’s retention too. Companies with a strong employer brand have substantially higher retention rates. People want to be there. They are proud to be there. They are engaged. We’re going to talk a lot more about how this works as we move through today’s talk.
  • You know it’s important… your competitors know it tooThe importance of brand isn’t news to the vast majority of you. In fact, when we survey talent acquisition leaders around the world, the importance of brand is crystal clear. 83% tell us that brand has a significant impact on their ability to hire great talent. 83%.<International: Right here in XXXXXXXXXXXX, the results are similar. XX% of XXXXXXXXXXXX talent acquisition leaders responded the same way.>You know this is vital, and perhaps just as importantly, your competitors know it too.
  • Spend follows this knowledgeThis importance is reflected in spending. Even in a time of budget constraints, when many recruitment leaders are being challenged to do more with less, they certainly aren’t cutting spending in this area. More than half are increasing spend on brand, and most of the rest are at least maintaining spending levels.
  • Why we are now calling it Talent BrandI’d like to stop for a moment and talk about an evolution in language that’s taking place today. It’s an evolution from “employer brand” which has been part of our vocabulary and thinking for quite a few years, to “talent brand”. Linguistically it’s a small change, but the forces behind it are huge. To many, employer brand suggests an older form of communication. A time in which the employer held the megaphone and broadcast a message into the marketplace. A message that people could accept, reject, or ignore, but the audience was largely in a passive role. Think old-school broadcast advertising.Of course all this is changing in an interconnected, social media world. Just as there is a conversation going on about the products or services your company provides; a conversation that your marketing team can engage in and hopefully sway in positive ways but can no longer control, the same is true for your talent brand. Your brand lives with the talent. Your employees, past and present; your customers; your candidates; everyone who comes into contact with your people now has a voice in defining the way your people and your culture are seen. You have an important role in this conversation, but yours isn’t the only voice. Your brand lives in the talent communities that you care about, and that’s why we at LinkedIn are increasingly speaking to talent brand rather than employer brand.
  • Brand is: (and this is equally true of talent brand)Today, brand means a lot of things, but in really simple terms…Brand is identity.Brand is a quality promise.And brand is a decision making shortcut. In today’s world you cannot possibly conduct a reasoned comparison of all the products and services you encounter in your daily life. Can you imagine trying to compare the more than 100 types of shampoo you’ll find in any drug store? Or how about a solid feature and benefit analysis of the hundreds of models of cars offered for sale? You can’t. You use brand as a decision making shortcut. There are some brands you are drawn to and others that you avoid. It has to be that way.Each of these is true for talent brand as well. It’s the identity of your organization. It’s a promise you make to your people and your candidates. And don’t you want to get that decision making short-cut working for you? Don’t you want to become a true employer of choice? One that people, the right people, really want to work for? How powerful would that be?
  • And what do we spend more time doing than anything else? Working. So… what does it MEAN to work for your organization? Not what does the company do or what is your role or responsibility. What does it MEAN? That’s a hard question to answer for a lot of people.
  • We all work for a lot of reasonsA lot of things are important, but a company can’t really BE about a lot of things. Your company can’t be about everything or it’s about nothing.You need to look down deep inside. Look at your top performers. Your A players. What drives them? What gets your best people fired up? Why do they work for you? They are top performers… they have choices. They choose to work for you… Why? What gets them jumping out of bed in the morning?
  • I guarantee you that what gets these guys jumping out of bed in the morning…
  • … is not the same as these guys…
  • … or these guys…
  • “I promised you measurement…”How do you measure success in all this?The fact is, most don’t because it’s always been difficult and expensive to quantify your progress.LinkedIn’s unprecedented data enables us to provide some measurement here. Let’s take a look at a quick video that explains it quicker and better than I can.
  • Quickly recap what we saw in the video: the calculationPretty simple, isn’t it?Of those who are aware of your organization, what percentage have looked into your career opportunities? It nicely corrects for organization size by starting with total profile views and connections (obviously larger companies will have a larger base), then dials in to what portion of that base has expressed some kind of interest in working for you.It stands to reason that those organizations who have done a good job of cultivating a strong, authentic talent brand will encourage a greater percentage of that base to wonder if there might be an opportunity for right for them.
  • Take your talent brand index number and see how you stack up against your competitors. The most relevant comparisons are not necessarily with your business competitors, but with your talent competitors. Those organizations with which you compete for talent. We don’t share specific numbers for other organizations, but we share the results of your competitive set. In this example, you see that you are in the middle of the pack relative to your talent competitors, and you see who we have identified as your competitors based on talent flows in both directions, but we don’t tell you exactly who is who in the interest of privacy.
  • The idea of collaboration between Talent Acquisition and Marketing is not a new one. It makes sense: just as marketers manage their consumer brand to create brand loyalists, recruiters manage their talent brand to build and retain dedicated employees. And with the surge of engagement on social media platforms, both audiences play increasingly powerful roles in shaping a company’s brand perception – good or bad.This shift in brand communication is now a reality for marketers and recruiters. And by developing a consistent, authentic brand strategy, both parties will have an easier time not only attracting top talent, but acquiring loyal customers, and enjoying significant financial dividends.Recent research from Lippincott and LinkedIn shows companies with strong consumer and talent brands financially outperform their peers by 36%.However, aligning your brand strategy for Talent Acquisition and Marketing is easier said than done. To help with that here are four tips that will get you started:1. Answer Key QuestionsConsistently message both customers and employees, explaining who you are, what you believe in and why your employees go to work every day2. Synchronize Talent Acquisition and MarketingEnsure your executives are on board and that they are willing to promote this strategyBring partners to the table, including Marketing and CommunicationsEstablish a brand task force along with the other stakeholders and use it tackle important projects3. Turn Marketing InwardEncourage social participation by sharing content that your employees and followers would like to repostEducate employees on your brand so that they can spread the message4.  Measure Your Talent BrandDiagnose to evaluate where you stand against competitorsRespond by adapting your strategy to develop a influential talent brandContinue to measure over time and optimizeCheck out our latest white paper and webcast recording to learn more about how to align your consumer and talent brand and how to ensure your company is among the top-performing brands.
  • Talent Brand Index isn’t your only measure of course, but it provides a quick and insightful read on where you are today and on the impact of your efforts as you strive for improvement.
  • Transcript

    • 1. Employer Branding ©2013 LinkedIn Corporation. All Rights Reserved. Quando i valori aziendali attraggono e trattengono i migliori talenti Marcello ALBERGONI Head of Italy and Iberia
    • 2. 277,000,000 The world’s largest professional network
    • 3. LinkedIn: By the Numbers 1 As of May 3, 2012 1 Fortune 100 Companies Use our Recruiting Solutions Fortune 500 Companies New Members Per Second 90%100%+2
    • 4. LinkedIn: By the Numbers 3,5 M Active Company Profiles 300 K Jobs 3 B + Endorsements 24 K Schools Billions of network updates
    • 5. 30,000,000 Students and recent graduates 5 Students and recent grads are LinkedIn’s fastest growing demographic 35% of students plan to use LinkedIn as a primary source for their job hunt, up 700% from two years ago Achievers 2012 study
    • 6. LinkedIn: Financial Results 1 As of May 3, 2012 1 Q4 2013 +47% YoY 447,2 M $ Q4 Talent Solutions 55% total 245,6 M $ FY 2013 +57% YoY 1.528,6 M $
    • 7. 7Source: Mindset Divide Research, TNS, September 2012. Personal Networks Professional Networks Maintain professional identity Make useful contacts Search for opportunities Stay in touch Keep up to date for career Socialize Stay in touch Be entertained Kill time Share content 1 2 3 “Spend Time” “Invest Time” Top 5 reasons people use each network Top drivers for using personal and professional networks are quite different 4 5
    • 8. Everywhere Work wherever our members work Insights Be great at what you do Identity Connect, find, and be found Professionals come to LinkedIn to develop their careers, not just to find jobs 8
    • 9. 9 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 LinkedIn WSJ.com Forbes.com Economist.com FT.com Source: comScore, Feb. 2013 Nearly 8X more unique visitors than WSJ and Forbes Monthly Unique Visitors (global)
    • 10. LinkedIn in Italy A closer look at the local landscape ©2013 LinkedIn Corporation. All Rights Reserved.
    • 11. ©2013 LinkedIn Corporation. All Rights Reserved. 11
    • 12. Our customer industries in Italy… Finance & Insurance Fashion Retail Food & Beverage Services, IT & Telco Manufacturing Energy, Transportation & Public Sector HR & Staffing Education
    • 13. Our Customers: Ferrari ©2013 LinkedIn Corporation. All Rights Reserved. 13
    • 14. Our Customers: Luxottica ©2013 LinkedIn Corporation. All Rights Reserved. 14
    • 15. Our Customers: Piaggio ©2013 LinkedIn Corporation. All Rights Reserved. 15
    • 16. The power of Employer Brand
    • 17. It's about YOU About identity About how it makes you feel About emotional attachment
    • 18. The beauty of employer brand is you don’t need everybody to know your name. Only the right people.
    • 19. The BIG Takeaways  Employer brand is vital to improving recruiting outcomes  Every company, regardless of industry, location, and size can harness the power of a strong employer brand  Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
    • 20. The ROI Story Source: LinkedIn Survey, 2010, 2250 Responses. 50% Savings in cost per hire is associated with a strong employer brand Companies with stronger employer brand have 28% lower turn-over rates than companies with weaker employer brands $
    • 21. Talent Leaders Know that Brand Matters 83% Agree that employer brand has significant impact on ability to hire great talent
    • 22. Employer Brand Investment is Rising 51% 40% 9% Spent More Spent Same Spent Less 91% of companies spent more or the same on employer brand in 2013 compared to 2012
    • 23. Evolving Language: The Emergence of Talent Brand Your talent brand is the highly social, totally public version of your employer brand that incorporates what your talent – past, present and potential - thinks, feels and shares about your company as a place to work.
    • 24. Identity A Quality Promise A Decision Making Short-Cut Brand is
    • 25. What does it mean to work for your organization?
    • 26. 35 Only 1 out of 3 How do you measure success? Companies measure their employer brand in a quantifiable way
    • 27. Measure your Brand Strength 264,362 engaged 1,873,354 reached 264,362 1,873,354 14%
    • 28. Your Talent Brand vs. Your Talent Competitors Peers: Dynamic, Inc. Golden Phase six28 Enterprise Wavesynthe Commona Paularino Systems 18% 17% 15% 14% 11% 9% Employer of choice Weaker employer brand 4/6
    • 29. Companies with strong consumer and talent brands financially outperform their peers by 36% 38 Lippincott and LinkedIn Research 2013
    • 30. 10.00 – 10.30 Andrea Attanà Relationship Manager, LinkedIn Il Lavoro della Vita 10.30 – 11.00 Marcello Albergoni Head of Italy and Iberia, LinkedIn Employer Branding Quando i valori aziendali attraggono e trattengono i migliori talenti 11.00 - 11.40 Francesco Costanzo, Tomaso Giusti, Valentina Napoli Consulenti LinkedIn Le soluzioni LinkedIn al servizio della funzione HR 11.40 – 12.10 Coffee Break & Area Espositiva 12.10 – 12.40 Elisabetta Volta – Tenova Pietro Molon – Gruppo Zobele Esperienze utenti 12.40 – 13.00 Francesca Parviero LinkedIn EMEA Talent Partner Personal branding con LinkedIn 13.00 – 14.00 Q & A, Cocktail di Arrivederci
    • 31. Measure. Engage. Improve. Repeat. ©2013 LinkedIn Corporation. All Rights Reserved.

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