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Employer Brand Playbook Webinar

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How are you influencing the conversation around what talent thinks, feels and shares about what it’s like to be a part of your organisation? …

How are you influencing the conversation around what talent thinks, feels and shares about what it’s like to be a part of your organisation?

For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover.*



*LinkedIn Research 2011

Published in: Business, Technology

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  • 1. Why we’re here 83%Agree that employer brand has significant impact on ability to hire great talent talent.linkedin.com 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
  • 2. StrategicStrategic Social recruiting is enabling organisations Emerging Foundational Traditional People Talent Reactive Transactional Recruitment High Cost Quantity = Active Proactive Sourcing & Branding Efficient & Effective Quality = Passive Emerging Foundational Traditional 3 talent.linkedin.com
  • 3. Why talent brand? talent.linkedin.com A more talent-centric way of thinking about your employer brand
  • 4. 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. Why you should invest in your talent brand 3 reasons to invest in your talent brand Lower cost per hire by up to 50%. Reduce employee turnover by up to 28%. Influence the conversation with candidates. 91% of companies increased or at least maintained their talent brand investment in 2012. talent.linkedin.com
  • 6. 5 steps to a highly social talent brand STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust POLL: which of these five steps is most challenging for your organisation today? talent.linkedin.com
  • 7. Step 1: Get buy-in talent.linkedin.com • Start at the top • Share compelling data • Bring partners to the table STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  • 8. 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 and where you’re struggling to hire. Bring partners to the table •Examples: HR, Communications, Marketing, IT. •Create a cross- functional talent brand task force. talent.linkedin.com
  • 9. Buy-in often starts with small wins “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 SAIC turns to data to ease concerns Challenge: Leadership feared that competitors might poach employees more easily if they joined LinkedIn. Approach: Presented the unchanged pre- and post-attrition rates to leadership. Result: Leadership bought in to the network, built their own profiles, and even became active themselves. talent.linkedin.com
  • 10. Step 2: Listen and learn talent.linkedin.com • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  • 11. 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 both candidates and employees: talent.linkedin.com
  • 12. Decide who, what, when, where & how Who • Think internal and external • Include real-world views (e.g., candidates who declined offer) What • Find out: • What attracts talent? • What keeps them there? • What to improve? talent.linkedin.com
  • 13. 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?  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?  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? Current employees Passive candidates
  • 14. Decide who, what, when, where & how Who • Think internal and external • Include real-world views (e.g., candidates who declined offer) Where are the inconsistencies between what you say and what they think? How does the feedback vary by audience? What are the biggest issues you need to address? When • Regular cadence • Change in strategy or leadership • Decline in hiring results Where & how • Focus groups • 1-on-1 interviews • Surveys • Suggestion boxes What • Find out: • What attracts talent? • What keeps them there? • What to improve? talent.linkedin.com
  • 15. Listening can make all the difference Strategic annual survey use Challenge: Keeping employees engaged in a connected world. Approach: Through an 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 Shephard Global Recruiting Program Manager, Vice President
  • 16. Step 3: Craft your approach talent.linkedin.com • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  • 17. 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
  • 18. talent.linkedin.com Authenticity is everything
  • 19. 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
  • 20. Step 4: Promote and engage • Upgrade profiles – yours & team’s • Spruce up your Company Page • Use targeted status updates • Launch your Career Page talent.linkedin.com • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  • 21. 8 golden rules for promoting (and protecting) your talent brand Look in the mirror. Make sure that what you do (and don’t do) is what you’d like employees to emulate. Empower your employees. Lay out the goals and show them a clear, easy path to action. Inform your leadership. Use data to gain support, ease concerns, and help explain your choice of platforms. Target your messages. The more relevant your message is to a particular audience, the greater its impact will be. Make your culture shine. It’s never just about jobs. Focus on your people – their stories and emotions. Go viral. For amplified results, find creative ways to get more people talking about your company’s great culture. Be visual. Bold and colorful images, graphics, charts, and videos can bring your brand to life. Don’t bite off more than you can chew. Show that your efforts are scalable and sustainable on one platform before moving on to another. talent.linkedin.com
  • 22. Engaging, friendly picture Who wouldn’t want to work with David? Links to branded destinations Engaging summary Descriptive and personal Headline that is clear or descriptive Other features we like: •Volunteer experiences •Just enough on prior positions to build credibility It all starts with your people Core Skills Endorsed by your network
  • 23. Spruce up your Company Page 01 Talk to your marketing team and coordinate your approach. 02 Add an image that welcomes visitors to your page and showcases your brand. 03 Post status updates to start a conversation with your target audiences. 04 Add products/services and solicit recommendations so people can learn about what you have to offer. 05 Feature relevant groups to attract a broader audience and extend your reach. 5 tips to jumpstart your Company Page talent.linkedin.com
  • 24. 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.
  • 25. Create a central hub via Career Pages Think visually. Use bold images to give a real-world glimpse into your organization. Think digitally. Whatever you say, keep it brief. 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,. Think customized. Adapt your content to viewers based on their LinkedIn profiles. Target based on job function, industry, geography, etc.
  • 26. Promoting your talent brand beyond LinkedIn Twitter Facebook YouTube SlideShare Pinterest talent.linkedin.com
  • 27. • Assess key indicators • Use Talent Brand Index to prioritize Step 5: Measure and adjust talent.linkedin.com • Upgrade profiles – yours & team’s • Spruce up your Company Page • Use targeted status updates • Launch your Career Page • Leverage ads on employee profiles • Create brand ambassadors • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  • 28. If you don’t measure, you can’t manage only one out of three talent.linkedin.com
  • 29. 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 • Your Talent Brand Index score rises versus your peers and in the segments that you care most about Talent Brand Index talent.linkedin.com
  • 30. How Talent Brand Index works Talent that is interested in you as an employer Researching company and career pages Following your company Viewing jobs and applying Talent Brand Engagement 264,362 members talent.linkedin.com Talent Brand Reach 1,873,354 members Viewing employee profiles Connecting with your employees Talent that is familiar with you as an employer
  • 31. What percent of people who know about you show an interest? Talent Brand Engagement Talent Brand Reach Talent Brand Index How Talent Brand Index works 1,873,354 members 264,362 members = talent.linkedin.com Benchmark your score, e.g. v.s key competitors
  • 32. • Assess key indicators • Use Talent Brand Index to prioritize Let your talent brand journey begin! talent.linkedin.com • Upgrade profiles – yours & team’s • Brand via Jobs • Spruce up your Company Page • Use targeted status updates • Launch your Career Page • Leverage ads on employee profiles • Create brand ambassadors • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  • 33. Goodbye, control. Hello, influence
  • 34. Download the playbook, and contact us for help! talent.linkedin.com Questions? STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust Visit talent.linkedin.com to learn more about our solutions

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