How to build a highly compelling talent brand via social media

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I delivered this presentation to leaders in HR and communications at a Conference Board workshop on how social media is transforming HR and the workplace. The focus is on how companies of all sizes can develop a strong employer brand (or 'talent brand') and promote/amplify it most effectively via social channels. Virtually everything discussed here is free - the only investment is time!

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How to build a highly compelling talent brand via social media

  1. 1. How to Drive a Highly Compelling Talent Brand Through Social Media Leela Srinivasan | Director of Marketing | LinkedIn Talent Solutions The Conference Board | January 2014
  2. 2. It’s official: we’re obsessed with talent brand Prioritization of talent brand (by company size) 69% < 500 Employees 84% Agree that talent brand has significant impact on ability to hire great talent 1,000-10,000 Employees > 10,000 Employees 70% Source: LinkedIn 2013 Global Recruiting Trends survey 65% 501-1,000 Employees talent.linkedin.com 70% 75% Agree talent brand is a top priority for their organization
  3. 3. 3 clear reasons to invest Lower cost per hire by up to 50%. 94% Reduce employee turnover by up to 28%. Influence the conversation with candidates. Source: LinkedIn 2011 research on value of employer brand; 2013 Global Recruiting Trends survey talent.linkedin.com of companies increased or maintained their talent brand investment in 2013.
  4. 4. Talent Brand: employer brand on social steroids 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. talent.linkedin.com
  5. 5. The rise of social platforms for talent brand Top 10 Channels to Communicate Your Talent Brand Company website Friends/family, word of mouth Online professional networks (e.g. LinkedIn) Social media (e.g. Facebook, Twitter) Public recognition/awards (e.g. 'Best Places to Work') Traditional Job Boards Public relations efforts YouTube videos Glassdoor Print ads Source: LinkedIn 2013 Global Recruiting Trends survey, US only talent.linkedin.com 2012 2013 Increase (+) Decrease (-) 85% 63% 47% 43% 27% 35% 23% 13% 10% 11% 79% 61% 54% 45% 30% 26% 25% 12% 11% 9% -6% -2% +7% +2% +3% -9%
  6. 6. Social or not, the same principles still apply
  7. 7. 5 steps to a highly social talent brand STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach talent.linkedin.com STEP 4 Promote and engage STEP 5 Measure and adjust
  8. 8. 5 steps to a highly social talent brand STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach • Start at the top • Arm yourself with data • Bring partners to the table talent.linkedin.com STEP 4 Promote and engage STEP 5 Measure and adjust
  9. 9. “In God we trust. All others bring data.” - William Edwards Deming Examples: - Industry facts and figures - Social footprint vs peers - Talent flows – where are you winning and losing?
  10. 10. Buy-in often starts with small wins SAIC turns to data to ease concerns Challenge: fear of poaching. Approach: Presented the unchanged pre- and post-attrition rates to leadership. Result: Leadership bought in it, built their own profiles, and even became active themselves. talent.linkedin.com “I probably delivered the same deck 40 times, sometimes to the same audience. You will feel like a broken record but it doesn’t sound like that on the other end.” Kara Yarnot SAIC
  11. 11. 5 steps to a highly social talent brand STEP 1 Get buy-in • Start at the top • Arm yourself with data STEP 2 Listen and learn STEP 3 Craft your approach • Audit • Do your research • Bring partners to the table talent.linkedin.com STEP 4 Promote and engage STEP 5 Measure and adjust
  12. 12. When listening, avoid death by survey talent.linkedin.com
  13. 13. Listening makes all the difference Strategic annual survey use Challenge: Keeping employees engaged in a connected world. Ellie Shephard Global Recruiting Program Manager, Vice President Approach: Via 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% • Ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings. talent.linkedin.com
  14. 14. 5 steps to a highly social talent brand STEP 1 Get buy-in • Start at the top • Arm yourself with data • Bring partners to the table STEP 2 Listen and learn STEP 3 Craft your approach • Audit • Be real • Do your research • Be personal • Be consistent • Set goals talent.linkedin.com STEP 4 Promote and engage STEP 5 Measure and adjust
  15. 15. Authenticity is everything talent.linkedin.com
  16. 16. Promise what you can deliver 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, much more realistic. Danielle Bond, CMO Result: Believable talent brand, internally and externally. talent.linkedin.com
  17. 17. A lesson from Rapid7 http://lnkd.in/edrocks talent.linkedin.com
  18. 18. 5 steps to a highly social talent brand STEP 1 Get buy-in • Start at the top • Arm yourself with data • Bring partners to the table STEP 2 Listen and learn STEP 3 Craft your approach • Audit • Be real • Do your research • Be personal • Be consistent • Set goals STEP 4 Promote and engage • Polish at individual & company level • Lead by example; leverage team • Go multitouchpoint and targeted talent.linkedin.com STEP 5 Measure and adjust
  19. 19. 19
  20. 20. Jason Seiden, CEO, Ajax Workforce Marketing
  21. 21. Before P.O.P. Profile Optimization Project talent.linkedin.com
  22. 22. After New headline New professional photo Increased reach Summary section with rich media
  23. 23. Built out work history with rich media Added Volunteers & Causes Section
  24. 24. Added more skills Rich media in Education section
  25. 25. Spruce up your company presence (on LinkedIn and elsewhere)
  26. 26. Use Targeted Status Updates 71% of company followers on LinkedIn are interested in career opportunities Don’t over-target! Profile data is rich (but also user-generated) talent.linkedin.com
  27. 27. As with other social platforms, incorporate visuals to drive engagement 98% higher comment rate YouTube video links drive a 75% higher share rate Images result in a 27 talent.linkedin.com
  28. 28. How to be the world’s most interesting company on LinkedIn • • • • Be concise and snappy Include a clear CTA Consider thoughtful questions Develop an ed cal; mix it up 28 talent.linkedin.com
  29. 29. THE IDEAL TEXT PULSE (LINKEDIN TODAY) GOOGLE ALERTS PRODUCT LAUNCHES INDUSTRY PUBLICATIONS INDIVIDUAL BLOG THOUGHT LEADERS PHOTO POP CULTURE INTERNAL COMMUNICATIONS YOUTUBE HIRING TEAM HUMOR talent.linkedin.com @leelasrin
  30. 30. We all need a little humor. Even in a professional context. talent.linkedin.com 30 @leelasrin
  31. 31. HR and marketing must lead the way talent.linkedin.com
  32. 32. Help your team shine on social platforms Path 1: train global employees at scale Path 2: take a brown bag approach • Went low-budget, grassroots route • Got exec buy-in on brown bag lunches for hiring managers • Helped employees overcome anxieties about what to say on profiles • “SMaC University” (Social Media and Communication) • Global certification program with structured classes • Strong exec support • 5,000 trained since mid-2010 talent.linkedin.com
  33. 33. Unleash your best storytellers Brett Wallace, Director of Sales 3 weeks on SlideShare, 113K+ views Today: 260K+ views talent.linkedin.com
  34. 34. Go multi-touchpoint, multi-channel Twitter Facebook YouTube talent.linkedin.com SlideShare Pinterest
  35. 35. 5 steps to a highly social talent brand STEP 1 Get buy-in • Start at the top • Arm yourself with data • Bring partners to the table STEP 2 Listen and learn STEP 3 Craft your approach • Audit • Be real • Do your research • Be personal • Be consistent • Set goals STEP 4 Promote and engage STEP 5 Measure and adjust • Polish at individual & company level • Leverage social data • Lead by example; leverage team • Go multitouchpoint and targeted talent.linkedin.com • Leverage Talent Brand Index
  36. 36. If you don’t measure it, you can’t manage it only one out of three talent.linkedin.com
  37. 37. Sample metrics Key indicators of talent brand success In-house • Your offer acceptance rate goes up • Employee retention increases • Internal surveys confirm your employees are excited Online • Traffic to your employee video stories goes up • You double the number of employees with an optimized social presence Talent Brand Index • Your Talent Brand Index score rises versus your peers and in the segments that you care most about talent.linkedin.com
  38. 38. How Talent Brand Index works What percent of people who know about you are interested in you as a place to work? Talent Brand Engagement Talent Brand Engagement Talent Brand Reach = Talent Brand Index 264,362 members Benchmark your score, e.g. v.s key competitors Talent Brand Reach 1,873,354 members talent.linkedin.com
  39. 39. For further inspiration www.slideshare.net/culturecode http://talent.linkedin.com/blog

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