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Employer branding week1

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  • 1. Talent Solutions Employer Branding Week
  • 2. What does best-in-class talent brand strategy look like? TALENT SOLUTIONS
  • 3. From Strategy to Execution TALENT SOLUTIONS
  • 4. TALENT SOLUTIONS
  • 5. Key themes among our most strategic clients 1 Identify your core target segments TALENT SOLUTIONS
  • 6. Narrow down your TG by business analysis Business, HR & Talent Acquisition partnership is key to determine priorities Implement the 80/20 rule The talent that matters to your business The talent that’s hard to attract today (vs peers) Go Big with Proactive Branding Efforts TALENT SOLUTIONS
  • 7. Narrow down your TG by business analysis Business, HR & Talent Acquisition partnership is key to determine priorities Target Audience TG1 TG2 TG3 Seniority Function Geo Industry Companies Skills TALENT SOLUTIONS
  • 8. TALENT SOLUTIONS
  • 9. You can’t be EVERYTHING to everyone! TALENT SOLUTIONS
  • 10. Key themes among our most strategic clients 1 Identify your core target segments 2 Build your authentic EVP for those segments TALENT SOLUTIONS
  • 11. Build key employer brand themes Business, HR & Talent Acquisition & Marketing to determine key themes Themes TG Career Growth TG1 (Engineers in India)  TG2 (Senior Leadership across Geos)  TG3 (Alumni in India) Diversity Innovation    TALENT SOLUTIONS
  • 12. TALENT SOLUTIONS
  • 13. Content is KING! TALENT SOLUTIONS
  • 14. Key themes among our most strategic clients 1 Identify your core target segments 2 Build key brand themes to address those segments 3 Build quality content that resonates with your TG TALENT SOLUTIONS
  • 15. Building a content calendar Career Content Themes Growth TG Diversity Content TG1 (Engine ers in India)  Banner Ads Alumni speaks TG2 (Senior Leaders hip across Geos)  Video  testimonials White papers TG3 (Alumni in India) Innovation Content  Contests  Banner Ads Targeted Mailers Blog Posts Industry surveys Groups TALENT SOLUTIONS
  • 16. Sapient Content Strategy TALENT SOLUTIONS
  • 17. Now let’s shout! But where? TALENT SOLUTIONS
  • 18. Key themes among our most strategic clients 1 Identify your core target segments 2 Build key brand themes to address those segments 3 Build quality content that resonates with your TG 4 Adopt targeted channels to socialize your Employer Brand TALENT SOLUTIONS
  • 19. GTM channels for your Employer Brand Targeting Reach Measure Context Call to Action WWU optimizes your Employer Brand for performance TALENT SOLUTIONS
  • 20. Step 3: craft your approach – right brand, right success metrics REAL Strategic focus on labor segment opportunities CONSISTENT PERSONAL Richa Telang, Recruitment Channels Manager - Greater Asia, Intel Challenge: Change employer brand perception. Typically perceived as an hardware employer, create awareness about software career opportunities at Intel Approach: Create a software talent pool, drive conversations and build relationships BRAVE Result: Access to an untapped and inaccessible pool of quality software talent talent.linkedin.com TALENT SOLUTIONS
  • 21. Measure Measure Me, It is only a good thing! TALENT SOLUTIONS
  • 22. Measure 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 SOLUTIONS
  • 23. Measure How Talent Brand Index works Talent that is interested in you as an employer Researching company and career pages Talent Brand Engagement 264,362 members Talent Brand Reach 1,873,354 members Following your company Viewing jobs and applying Talent that’s familiar with you as an employer Viewing employee profiles Connecting with your employees TALENT SOLUTIONS
  • 24. Measure We can compare your Talent Brand Index vs peers 7 of 10 Peers: • A • B • C • D • E • F • G • H • I Employer of choice Weaker talent brand LinkedIn Confidential ©2013 All TALENT SOLUTIONS 24 Rights Reserved
  • 25. TBI highlighted in the annual report of SCB Standard Chartered Bank mentioned the importance of LinkedIn followers, TBI, and ‘Most In Demand Employer’ scores in their recent annual report to investors. Here is a direct extract from their annual report that was just published: “We have also strengthened our presence on LinkedIn, almost doubling our followers. We scored 22 per cent on the Talent Brand Index, LinkedIn’s measure of the strength of an organization’s brand as an employer. This was more than double that of our closest peers. As a result of our strong employer brand, we were ranked as the 11th ‘most in demand employer’ by Finance & Accounting professionals across the globe, in LinkedIn’s inaugural Most InDemand Employers index” TALENT SOLUTIONS
  • 26. Let’s now put our thinking caps on! TALENT SOLUTIONS
  • 27. CEO HR Head TA Head Marketing Head TALENT SOLUTIONS
  • 28. Case Study! 15 Mins: Reading 20 Mins: Discussion on Questions in the case study 10 Mins: Consolidation & Conclusion TALENT SOLUTIONS