The Importance Of Building a Strong Talent Brand, Munish Sudan

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Employer brand has been around as a term for decades and is a well-established practice, in fact in a recent study conducted by LinkedIn, the results showed that 83% of recruiting leaders believe …

Employer brand has been around as a term for decades and is a well-established practice, in fact in a recent study conducted by LinkedIn, the results showed that 83% of recruiting leaders believe employer brand has significant impact on their ability to hire top talent. During the last few years, with the rise of Social networks, your reputation as a place to work is based on much more than what you say about it. At LinkedIn we use the term ‘talent brand’ because we think it better reflects the fact that your reputation now incorporates what talent – past, present and future employees – think, say and share about your company as a place to work. In this session, Munish Sudan will talk about the importance of Talent Brand in the competitive environment we live in and how can LinkedIn help your enterprise build a strong online presence.


This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com

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  • 1. The Transformational Power of Employer Brand ©2013 LinkedIn Corporation. All Rights Reserved.
  • 2. It's about YOU About identity About how it makes you feel About emotional attachment
  • 3. What would it mean?
  • 4. The beauty of employer brand is you don’t need everybody to know your name. Only the right people.
  • 5. 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
  • 6. The Business Case
  • 7. The ROI Story $ % 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 Source: LinkedIn Survey, 2010, 2250 Responses.
  • 8. % 83 Talent Leaders Know that Brand Matters Agree that employer brand has significant impact on ability to hire great talent
  • 9. 51% 40% 9% Spent Employer Brand Investment is Rising Spent Same Less Spent More 91% of companies spent more or the same on employer brand in 2012 compared to 2011
  • 10. Whatever the Question, the Answer is Employer Brand Top obstacles to attracting the best talent Biggest concern is that competitors will… Top long-lasting trends 1 Competition 1 Invest in their employer brand 1 Utilizing social and professional networks 2 Compensation 2 Build and nurture strong talent pools or pipelines 2 Upgrading employer branding 3 Learn to use social networking and social media more effectively 3 Finding better ways to source passive candidates 3 Lack of awareness or interest in our employer brand 4 Location 4 Improve their candidate experience 4 Boosting referral programs 5 Recruiting team too small 5 Improve their referral program 5 Training recruiters and hiring managers Further invest in their existing recruiting tools 6 Recruiting globally 6 Recruiting team doesn't have the right tools/systems 6 7 Lack of awareness that we're hiring 7 Invest in new recruiting tools 7 Optimizing your career site 8 Inability to effectively use data to improve our approach 8 Hire recruiters to strengthen their team 8 Measuring quality of hire more consistently 9 Quality of talent currently at our company 9 Negotiate better pricing with vendors 9 Reducing spend on staffing firms 10 Improve ways to track quality of hire 10 Using CRM technology to manage talent leads 10 Company performance
  • 11. Your talent brand is the highly social, totally public version of your employer brand that incorporates what Evolving Language: The Emergence of Talent Brand your talent – past, present and potential - thinks, feels and shares about your company as a place to work.
  • 12. The Power of Brands What HR and talent acquisition leaders can learn from the world’s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 13. We’re going to talk about… 1 The Power of Brands 2 How Marketers Think About Branding 3 Your Talent Brand 4 Every Organization 5 Going to Market 6 Measurement
  • 14. Identity Brand is A Quality Promise A Decision Making Short-Cut
  • 15. What does it mean to work for your organization?
  • 16. BMW Segmentation 1 Series 3 Series 5 Series 7 Series 20’s Professionals 30’s Professionals 40’s Professionals 50’s Professionals Recent graduate Upwardly mobile Established career Executive career Single Single or married Married Married No children Likely no children Growing children Teen / grown children Social / nightlife focus Active lifestyle Family-centric lifestyle Luxury lifestyle
  • 17. Talent Segmentation Jr. Engineer Sr. Engineer Sales Executive Education? Education? Education? Education? Experience? Experience? Experience? Experience? Motivation? Motivation? Motivation? Motivation? Values? Values? Values? Values? Work Style? Work Style? Work Style? Work Style? Career ambition? Career ambition? Career ambition? Career ambition? Other considerations? Other considerations? Other considerations? Other considerations?
  • 18. …Shaking up Talent Teams to shift from good to first class ©2013 LinkedIn Corporation. All Rights Reserved. 25
  • 19. Going to Market Projecting your talent brand into the talent marketplace. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 20. BE AUTHENTIC
  • 21. Projecting Your Talent Brand into the Talent Marketplace Social Media
  • 22. Projecting Your Talent Brand into the Talent Marketplace On LinkedIn
  • 23. Why LinkedIn Projecting your talent brand into the talent marketplace ©2013 LinkedIn Corporation. All Rights Reserved.
  • 24. Members Worldwide 238,000,000
  • 25. ©2013 LinkedIn Corporation. All Rights Reserved. 32
  • 26. Engaging the BEST talent, not just active job seekers Passive 60% Semi Active 10% Very Active 8% Super Passive 22% How would you classify your current job search status?
  • 27. Passive Candidates Want to Hear from You “Do you mind being contacted by a recruiter on LinkedIn?” “ Not at all, assuming that the inquiry is relevant to my experience. This should be viewed as a benefit of LinkedIn, not a detriment.” 
 VP, Fortune 500 company Source: LinkedIn Poll, January 2011, 13918 responses
  • 28. Active candidates • • • • Will apply to ATS Listen to opportunities Respond quickly Seek information Passive candidates • • • • Do not have a current resume May listen to opportunities Do not respond to “apply now” Higher bar to respond But… a whole different approach is needed
  • 29. The important thing is to understand the member journey, leverage it…. ©2013 LinkedIn Corporation. All Rights Reserved. 36
  • 30. How? ©2013 LinkedIn Corporation. All Rights Reserved.
  • 31. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 32. Proactive Sourcing Dynamic Jobs Followers Branding Campaign
  • 33. Your Company on LinkedIn - Overview
  • 34. Your followers ©2013 LinkedIn Corporation. All Rights Reserved. 41
  • 35. Your Company on LinkedIn - Careers
  • 36. Every Employee is an Ambassador
  • 37. Your Career Opportunities on LinkedIn Jim Young Account Executive, xyzCo San Francisco Bay Area | Software Current xyzCo, Account Excecutive Previous Acme System, Associate Account Executive Education San Jose University Addison Augusto Sr. Account Executive xyzCo– San Francisco, CA
  • 38. Your Career Opportunities on LinkedIn Addison Augusto Account Executive, ACME systems San Francisco Bay Area | Software JOBS YOU MAY BE INTERESTED IN x Account Executive xyzCo– San Francisco, CA JOBS YOU MAY BE INTERESTED IN Account Executive x xyzCo – San Francisco, CA Sr. Account Executive x Amazon.com – San Francisco, CA Sr. Account Executive x Amazon.com – San Francisco, CA Sales Manager Sales Manager x x NetApp – San NetApp – San Jose, CA CA Jose, Feedback I See more » Feedback I See more »
  • 39. Campaigns ©2013 LinkedIn Corporation. All Rights Reserved. 46
  • 40. What can this look like? ©2013 LinkedIn Corporation. All Rights Reserved. 47
  • 41. How do you measure success? Only 1 out of 3 49 Companies measure their employer brand in a quantifiable way
  • 42. Talent Brand Index ©2013 LinkedIn Corporation. All Rights Reserved.
  • 43. X Talent Brand Engagement X Talent Brand Reach 238 M+ LinkedIn Members = X% Talent Brand Index ©2013 LinkedIn Corporation. All Rights Reserved.
  • 44. 4/6 Peers: Dynamic, Inc. Golden Phase Your Talent Brand vs. Your Talent Competitors six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand
  • 45. Measure. Engage. Improve. Repeat. ©2013 LinkedIn Corporation. All Rights Reserved.
  • 46. Back to the BIG Takeaways  Talent brand is vital to improving recruiting outcomes  Every company, regardless of industry, location, and size can harness the power of a strong talent brand  Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
  • 47. ©2013 LinkedIn Corporation. All Rights Reserved. 55
  • 48. Contact Munish: E: musudan@linkedin.com or M: +971-55-2000-619 Thank You musudan@linkedin.com or +971-55-2000-619 ©2013 LinkedIn Corporation. All Rights Reserved. 56