4 Tips to Convert Your Employees to Talent Brand Ambassadors

4 Essential Tips to Convert your & Employees to Talent Brand Ambassadors The Truth About Cultivating Employees Followers and Connections & as Brand Ambassadors Research insights to drive your  Analysis of brand talent brand ambassadorship and how it Reasons to cultivate your relates to talent recruiting followers  Linkage between employee Top 5 incentives for employees engagement and followers to become brand ambassadors  5 reasons employees become drivers of your brand

Poll: What is your role? 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Presenters Brianne Shally Tabitha Eade Ken Pfligler Moderator Presenter Presenter LinkedIn Talent LinkedIn Talent TNS Employee Solutions Solutions Insights 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

About TNSGlobal leader of custom research,analysis and insights with 13,000employees in 80 countriesFocus on providing innovative solutions:  Employee Engagement  Retention of Top Talent  Brand Awareness  Customer Engagement  Leadership DevelopmentNormative database comprised of informationfrom 2+ million employees surveyed annuallyin 120+ countries 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

About LinkedIn Talent Solutions We provide thousands of recruiters, HR professionals and hiring managers with highly effective tools to find and engage top talent through the world’s largest online professional network. Our customers include 85% of the Fortune 100 and corporations from every industry around the globe. Sourcing – Employer Branding – Job Distribution - Insights 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

4 Tips to Convert Your Employees to Talent BrandAmbassadors #1 Focus on employee engagement Ensure buy in from senior leadership with a focus on employee engagement and strategic planning #2 Educate your employees Educate your employees on Brand Ambassadorship #3 Encourage ‘Share and Tell’ Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion #4 Measure & monitor your initiatives to gauge success Measure engagement and create action plans that build a foundation of engaged employees and brand ambassadors 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Poll: What is social media? 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

People follow companies on socialplatforms for different reasons Most follow for incentives, Follow for news, insights, rewards, or discounts.1 and product information.2 SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

What is your Employer Value Proposition & Brand Promise Branding? Employee Value Proposition The attributes that you most want associated with your company Employer Branding The delivery of your EVP across every communication touch point both internal and external 2613-12©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Why shouldyou care? 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Impact of Social MediaPeople are 3x more likely to spread bad news than good, and socialmedia creates a transparent boundary between your employeesand the marketplace Engaged talent Long-term Brand pool relationships evangelists 71% 64% 61% of members are of followers would of members are more interested in updates on follow companies likely to share job opportunities from “indefinitely” information as a result companies they follow of following a company Source: LinkedIn study of 3800+ global professionals conducted in January 2012 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Employee Engagement & Business OutcomesTNS Research shows…  Employee engagement can increase profitability  Higher employee engagement often coincides with a higher level of service quality  Employee engagement has an influence on customer retention Disengaged employees… cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism Source: TNS Case Studies 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Employee Engagement and Ambassadors 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Do You Have Brand Ambassadors? Employee Employees that are PROUD Engagement 58% of their company and glad to tell people about it Communicate, BRAND Recruit & Share & Monitor Brand AMBASSADORS Retain Ambassadors Employees who would 53% RECOMMEND their company Brand to others as a good place to Promise work Source: TNS Global Panel Study 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Creating Brand AmbassadorsBrand ambassadors are supported through strong leadership andeffective brand training initiatives 1. Company brand experience sets us apart Top 5 Reasons 2. I trust senior leadership Employees Become 3. Work gives me a feeling of accomplishment Brand Ambassadors 4. My company is environmentally responsible 5. I feel valued as an employee 1. Our brand experience sets us apart from competition Drivers of 2. Supervisor supports brand experience efforts Ambassador Efforts 3. Brand experience coaching and training is effective 4. I understand the behaviors to deliver the brand experience Source: TNS Global Panel Study 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Utilizing Brand AmbassadorsProfessional connections alone have a significant impact on all parts oftalent acquisition, adding brand ambassadorship components will improveperceptions Impact of Connections 129% 22% 29% Source: LinkedIn Study of 7000+ global professionals conducted in March 2012 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

4 Tips to Convert Your Employees to Talent BrandAmbassadors #1 Focus on employee engagement #2 Educate your employees #3 Encourage ‘Share and Tell’ #4 Measure & monitor your initiatives to gauge success 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

#1 Focus on Employee Engagement Employee Engagement  Highly engaged employees are brand Case Study - HCA ambassadors  Over 25,000  Key drivers of department managers employee received reports and engagement: insights  Managing  More than 10,000 Performance action plans were  Career created online Development  Increases in employee  Recognition engagement have resulted in improved  Senior patient satisfaction, Leadership reduced turnover and improved financial performance 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Poll: Are your highly engaged employees part of your talent acquisition process? Are your highly engaged employees currently sharing on social media? 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

#2 EDUCATE YOUR EMPLOYEES Questions Case Study employees need A Fortune 500 company in answers to… the service industry showed that:  Why is this a great place to work?  Almost 40% of its employees feel restricted  What is the value by the organization’s social proposition for a new media policy employee?  Why do we exist in the  More than half of its employees would share view of our customers? company stories given  What type of talent more flexible social media does this organization guidelines need to grow?  After developing an  What resources are internal social media available to help with platform, over 60% of its this effort? U.S. based employees  What are our social engage in intranet social media policies? media sites either daily or weekly 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

#3 ENCOURAGE ‘SHARE AND TELL’Develop and Bring Cross- UtilizeCommunicate Functional Intranet &a Social Media Teams Together Social MediaPolicy  Create alignment Sites  Distribute social through  Use intranets media guidelines communication & social media that encourage  Encourage social platforms to participation and media highlight the reduce fear professional connections  Provide stories of collaboration with across fellow employees colleagues employee on social media engagement  Enhance and positive platforms teamwork by customer  Communicate in breaking down experiences the local language internal silos and on local  Build platforms communities 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Salesforce.com’s ChallengeSalesforce.com were tasked with hiring hundreds of account executives andsales engineers. CEO Marc Benioff rose to the challenge by asking hisemployees to turn to their networks to drive applicants: 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Salesforce.com’s Success StoryThe impact was impressive…60% increase inemployee referrals that week! One post led to… RESULTS Status updates visible to: 159K Connections ~25% Sales Professionals 40K Companies Shared Links1 +128%350 Links shared via By SFDC EmployeesLinkedIn status updates Likes1 2x more than the daily average SFDC Employee Posts +70% 1 Data: 10/15-11/16, excludes weekends 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Rapid7’s Makeover: Before Rapid7 had the momentum but if the TA team could not deliver, they were in trouble Increase the company from 200 to 300 employees in a year and build a scalable and GOAL strong Talent Acquisition Team  Wild Wild West: No ATS system; each function had a different process Challenges  $$$: Spending too much money on agencies  No Employer Brand: No social media presence or differentiation from other companies 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Rapid7’s Makeover: AfterACTIONS INVOLVED EMPLOYEES RESULTS Put employees on a pedestal; they raved about how awesome Rapid 7 is FROM 70% TO FROM 1,000 100% TO OVER >4,000 Transformation INVESTED IN LINKEDIN OF EMPLOYEES FOLLOWERS TOOLS ON LINKEDIN “Seeing what LinkedIn did with previous employer, I put all my 94% money in LinkedIn.” 2012 BOSTON STRENGTHENED TWO WAY BEST PLACES HIGH EMPLOYEE SOCIAL MEDIA TO WORK SATISFACTION SURVEY RATING “If someone tweets about how awesome we are, say ‘Yeah, we are. Want to work with us?’ ” 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

#4 MEASURE & MONITOR YOUR INITIATIVESTO GAUGE SUCCESS Employee Engagement Case Study  Measure employee  A business unit reported engagement and estimated savings of focus on the key lost productivity by drivers necessary to improving engagement create brand by $30 million per year ambassadors  Operating profit increased from $1.2 Training & Coaching billion to over $2 billion  Management  Functional and  Brand ambassadors department leaders utilized an online action planning and best Brand Ambassador practices platform in Programs order to implement both  Impact or utilizing global and local action networks for plans recruiting top talent  Social media programs 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

What you need to know Work With Us Own the ad space on your employees’ profiles#1 activity on LinkedIn = viewing profilesof connections.  Help your employees be strong representatives of your company by hosting a brown bag lunch to provide tips to improve their profiles.  Use ad space on employee profiles to drive traffic to your career presence on LinkedIn. 20x more likely to be clicked than regular LinkedIn Career Pages ads. Build your employment brand with highlighting your brand ambassadorsEmployees are automatically followerswhen listing their company employment.  Send targeted company status updates on LinkedIn to share relevant content.  Highlight your brand ambassadors on your Career Page to ensure the message really resonates.  Deploy targeted version of Career Pages to showcase relevant LinkedIn Jobs employees and opportunities to visitors. Employees share high priority jobs with their networkEmployees can amplify your message.  Encourage employees to share key updates to distribute your message to their connections.  Follow the salesforce.com playbook.  Broaden your distribution of job opportunities to employees’ professional circles and increase employee referrals. 2613-12 ©TNS & LinkedIn 2012 info@tnsei.com | info@linkedin.com

SummaryEngagement & Your BrandLinkedIn & TNS Employee Insights researchconverge on two key findings… Training and engaged employees are MORE likely to create brand ambassadors Engaged employees are LESS likely to leave, lowering overall costs of recruiting 2613-12 ©TNS & LinkedIn 2012 info@tnsei.com | info@linkedin.com

Questions?Please email us at:ken.pfligler@tnsglobal.combshally@linkedin.comwith any confidential questions 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Building the future of insights together!Contact us Ken Pfligler ken.pfligler@tnsglobal.com TNS Employee Insights TNSei.com http://blog.tnsei.com @tns_insights Tabitha Eade teade@linkedin.com LinkedIn Talent Solutions talent.linkedin.com http://talent.linkedin.com/blog/ @HireOnLinkedIn 2613-12 ©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

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4 Tips to Convert Your Employees to Talent Brand Ambassadors

by LinkedIn Talent Solutions on Jan 29, 2013

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4 Tips to Convert Your Employees to Talent Brand Ambassadors Presentation Transcript