5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides

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For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover. Find out how a strong employer brand impacts your hiring efficiency.

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5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides

  1. 1. 5 Steps to Crafting a Highly Social Talent Brand Tuesday 18 March 2014, 7pm – 8pm (UAE) Ramy Bayyour Pascale Comaty Ala’ Abu Gharbieh
  2. 2. Agenda • Welcome • Housekeeping notes • Session starts • Q&A • End of webinar
  3. 3. About the HR Observer • The HR Observer is an initiative by IIR Middle East aimed at becoming a platform for HR professionals in the Middle East to exchange insights and expertise, both online and offline, in an effort to take the industry forward. • The initiative features a blog, LinkedIn group, Twitter feed, online webinars and a series of offline informal networking functions.
  4. 4. Housekeeping • Un-answered questions will be posted with answers to our blog • Slides will be available on our SlideShare page, link will be emailed to you • Recording of the webinar will be available to download, link will be emailed • Take the time to complete post-webinar survey that will pop up at the end
  5. 5. Pascale Comaty MENA Marketing Manager LinkedIn Ala’ Abu Gharbieh Branding & Media Consultant LinkedIn Meet your presenters talent.linkedin.com
  6. 6. 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
  7. 7. 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
  8. 8. Why talent brand? talent.linkedin.com A more talent-centric way of thinking about your employer brand
  9. 9. 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 talent.linkedin.com
  10. 10. Step 1: Get buy-in talent.linkedin.com DM • 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
  11. 11. 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 table • Examples: HR, Communications, Marketing, IT . • Create a cross- functional talent brand task force. talent.linkedin.com DM
  12. 12. 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
  13. 13. Look before you listen Audit checklist • Candidates • Employees • 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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 Shephard Global Recruiting Program Manager, Vice President
  18. 18. 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
  19. 19. talent.linkedin.com Authenticity is everything
  20. 20. How to deliver an authentic talent brand REAL CONSISTENT PERSONAL BRAVE talent.linkedin.com
  21. 21. 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 optimized social presence • Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions talent.linkedin.com
  22. 22. Step 4: Promote and engage • 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 talent.linkedin.com DM • 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
  23. 23. 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
  24. 24. 1. It all starts with the profile Engaging, friendly picture Who wouldn’t want to work with Brendan? Links to branded destinations Arresting summary Written in the first person, oozing 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
  25. 25. 2. Help your team shine on LinkedIn Dell trains global employees at scale talent.linkedin.com Brent Amundsen Executive Director, Global Talent Acquisition • “SMaC University” (Social Media and Communication) • Global certification program with structured classes • Strong exec support • 5,000 trained since mid-2010
  26. 26. 3. Craft job posts for passive AND active candidates 50% of job applications on LinkedIn via ‘anything but search’85% of professionals fine with being approached with relevant opportunities 75%of working professionals around the world are considered passive candidates The other 25% are actively seeking a new job talent.linkedin.com
  27. 27. 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 more attention. SCIENCE talent.linkedin.com
  28. 28. 4. Spice 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 Feature relevant groups to attract a broader audience and extend your reach. 4 tips to jumpstart your Company Page talent.linkedin.com
  29. 29. 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.
  30. 30. 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 customized. 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
  31. 31. 7. Advertise where the eyeballs are talent.linkedin.com Clickthrough rates 20x industry average
  32. 32. 8. Unleash your employee ambassadors Tips courtesy of TNS Employee Insights. For more on this topic see www.slideshare.net/linkedin-talent-solutions Ensure your executives are on board. Get C-suite support to drive widespread participation. Encourage share and tell. Share authentic stories, pictures, and company events across a variety of media so your employees (and followers) can repost and drive viral discussion. Educate employees on your brand. The more connected they are to the brand, the better ambassadors they’ll be. Monitor for success. Measure engagement and create action plans to build your foundation of engaged, enthusiastic brand ambassadors. talent.linkedin.com
  33. 33. Promoting your talent brand beyond LinkedIn talent.linkedin.com
  34. 34. “Spend Time” Professional NetworksPersonal Networks “Invest Time” Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) The Mindset Divide 1 2 3 4 5 Socialize Stay in touch Be entertained Kill time Share content Maintain professional identity Make useful contacts Search for opportunities Stay in touch Keep up to date for career 36 talent.linkedin.com
  35. 35. • Assess key indicators • Use Talent Brand Index to prioritize Step 5: Measure and adjust 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
  36. 36. If you don’t measure, you can’t manage only one out of three talent.linkedin.com
  37. 37. 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 optimized 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
  38. 38. How Talent Brand Index works Talent Brand Reach 1,873,354 members Viewing employee profiles Connecting with your employees 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 that’s familiar with you as an employer talent.linkedin.com
  39. 39. 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 Talent Brand Reach 1,873,354 members Talent Brand Engagement 264,362 members = talent.linkedin.com Benchmark your score, e.g. v.s key competitors
  40. 40. • 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
  41. 41. Next steps: 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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