@SoCalGirl
STACY DONOVAN ZAPAR
@StacyZapar
DINA MEDEIROS
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
AGENDA
TALENT BRAND CONTENT AMPLIFY
5 most important trends shaping the future of recruiting
1
2
3
4
5
Social professional networks are increasingly impacting...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
TALENT BRAND
people
employer brand
culture
perks
leadership
alumni
network
current employees
candidate experience
reputation
perception...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
What is YOUR talent brand?
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
THE FACTS
83%
Agree that talent brand
has significant impact
on the abilit...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
of recruiters don’t understand
their own talent brand.
50%
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
TALENT BRAND AMPLIFY
CONTENT
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
GREAT CONTENT
TELLS A STORY...
a ,
transparent story of
what it’s like to ...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
PR / AWARDS
MARKETING CORPORATE BLOG
EARNINGS ANNOUNCEMENTS
JOB POSTINGS
C...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
LINKEDIN TODAY
DEPARTMENT BLOG
INDIVIDUAL BLOG
GOOGLE ALERTS
INDUSTRY
PUBL...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
“
”
Great content makes people
want to share, care or swear.
@prsarahevans
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
http://www.youtube.com/watch?v=Z0UpBjaUMkQ
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
Meet the @InsideZappos Recruiting Team!
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
HubSpot Looking for a marketing internship? Hubspot’s application deadline...
Web developer with a job.
Web developer without a job.
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
AMPLIFY
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
4X
WHO ARE ENGINEERS CONNECTED TO?
OTHER ENGINEERS!
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
STATUS UPDATES
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
41% of
LinkedIn’s traffic
is from mobile
BUILD RELATIONSHIPS
Engagement
Ra...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
31
277M+
(+2 every second)
Sponsored Updates
reach the entire LinkedIn net...
SPONSORED UPDATES ALLOW YOU TO
TARGET WITH ACCURACY
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
AMPLIFY
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
CREATE A CONTENT CALENDAR
ENCOURAGE your recruiters and hiring team members to
like / share / comment! INCENTIVIZE them!
C...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
SHARE AT THE RIGHT TIME
FOR HIGHER ENGAGEMENT
9
AM
10
11
PM
5
6
7
CANDIDATE EXPERIENCE
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
MEASURE
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
HOW DO YOU KNOW IF YOUR TALENT
BRAND STRATEGY IS WORKING?
Only 1/3 of tale...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
=700K
3M
ENGAGEMENT
REACH
TALENT BRAND INDEX
How attractive you are to
pro...
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
HOW LIKELY ARE YOU
TO ATTRACT TALENT?
Great recruiters think about jobs the
way marketers think about products
Strong brands move people toward
purchase long be...
Do you think people treat
CAREER DECISIONS
any less seriously?
MEASURING THE POWER OF BRAND
+10%
-6%
+36%
+28%
CONSUMER BRAND
TALENTBRAND
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
WRAP
TALENT BRAND CONTENT AMPLIFY
#TalentBrand @SoCalGirl @StacyZapar| #HireToWin
Develop a Winning Employer Brand Strategy | Webcast
Develop a Winning Employer Brand Strategy | Webcast
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Develop a Winning Employer Brand Strategy | Webcast

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Walk away knowing how to create, promote and amplify your talent brand with best practices from Stacy Donovan, Candidate Experience & Engagement Strategist at Zappos Family of Companies, and LinkedIn’s Dina Medeiros.

Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn

Published in: Career

Develop a Winning Employer Brand Strategy | Webcast

  1. 1. @SoCalGirl STACY DONOVAN ZAPAR @StacyZapar DINA MEDEIROS
  2. 2. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin AGENDA TALENT BRAND CONTENT AMPLIFY
  3. 3. 5 most important trends shaping the future of recruiting 1 2 3 4 5 Social professional networks are increasingly impacting quality of hire Employer branding is both a competitive threat and a competitive advantage Data is used to make better hiring and branding decisions Companies are investing in hiring internally to stop talent from walking out the door Companies are figuring out the mobile recruiting terrain
  4. 4. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin TALENT BRAND
  5. 5. people employer brand culture perks leadership alumni network current employees candidate experience reputation perception transparency authenticity Employee Value Proposition Company Culture People Candidate Experience TALENT BRAND
  6. 6. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin What is YOUR talent brand?
  7. 7. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin THE FACTS 83% Agree that talent brand has significant impact on the ability to hire great talent. Lower cost per hire by up to 50%. Reduce employee turnover by up to 28%. Influence the conversation with candidates. If you don’t, someone else will.
  8. 8. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin of recruiters don’t understand their own talent brand. 50%
  9. 9. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin TALENT BRAND AMPLIFY CONTENT
  10. 10. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin GREAT CONTENT TELLS A STORY... a , transparent story of what it’s like to work at your company. relevant
  11. 11. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  12. 12. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin PR / AWARDS MARKETING CORPORATE BLOG EARNINGS ANNOUNCEMENTS JOB POSTINGS CHARITABLE CAUSES COMMUNITY EFFORTS TEXT THE NORM
  13. 13. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin LINKEDIN TODAY DEPARTMENT BLOG INDIVIDUAL BLOG GOOGLE ALERTS INDUSTRY PUBLICATIONS THOUGHT LEADERS PHOTO INTERNAL COMMUNICATIONS HIRING TEAM POP CULTURE HUMOR YOU TUBE TEXT THE IDEAL
  14. 14. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin “ ” Great content makes people want to share, care or swear. @prsarahevans
  15. 15. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin http://www.youtube.com/watch?v=Z0UpBjaUMkQ
  16. 16. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  17. 17. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  18. 18. Meet the @InsideZappos Recruiting Team!
  19. 19. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin HubSpot Looking for a marketing internship? Hubspot’s application deadline is Nov. 8th: http://lnkd.in/dWKBdfq
  20. 20. Web developer with a job. Web developer without a job.
  21. 21. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin AMPLIFY
  22. 22. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  23. 23. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  24. 24. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin 4X WHO ARE ENGINEERS CONNECTED TO? OTHER ENGINEERS!
  25. 25. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  26. 26. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  27. 27. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin STATUS UPDATES
  28. 28. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin 41% of LinkedIn’s traffic is from mobile BUILD RELATIONSHIPS Engagement Rates can be up to 5X higher on mobile
  29. 29. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin 31 277M+ (+2 every second) Sponsored Updates reach the entire LinkedIn network LinkedIn Member Population Targeted Status Updates reach only your current pool of company followers SPONSORED UPDATES
  30. 30. SPONSORED UPDATES ALLOW YOU TO TARGET WITH ACCURACY Targeting Sponsored Updates Company Updates Location ✔ ✔ Industry ✔ ✔ Company Size ✔ ✔ Function ✔ ✔ Seniority ✔ ✔ Skills ✔ Job Title ✔ Company Name ✔ School ✔ Group Membership ✔ Age ✔ Gender ✔ Negative targeting (i.e. exclude a certain Title) ✔
  31. 31. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin AMPLIFY
  32. 32. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  33. 33. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
  34. 34. CREATE A CONTENT CALENDAR ENCOURAGE your recruiters and hiring team members to like / share / comment! INCENTIVIZE them! Content curation, schedule posts for the week Engage, follow back Engage Engage, follow back Engage Engage, #FF SUN MON TUE WED THURS FRI SAT 30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN
  35. 35. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin SHARE AT THE RIGHT TIME FOR HIGHER ENGAGEMENT 9 AM 10 11 PM 5 6 7
  36. 36. CANDIDATE EXPERIENCE
  37. 37. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin MEASURE
  38. 38. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin HOW DO YOU KNOW IF YOUR TALENT BRAND STRATEGY IS WORKING? Only 1/3 of talent acquisition leaders say they consistently measure their talent brand.
  39. 39. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin =700K 3M ENGAGEMENT REACH TALENT BRAND INDEX How attractive you are to prospective candidates 23% TALENT BRAND INDEX
  40. 40. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin HOW LIKELY ARE YOU TO ATTRACT TALENT?
  41. 41. Great recruiters think about jobs the way marketers think about products Strong brands move people toward purchase long before they enter the store
  42. 42. Do you think people treat CAREER DECISIONS any less seriously?
  43. 43. MEASURING THE POWER OF BRAND +10% -6% +36% +28% CONSUMER BRAND TALENTBRAND
  44. 44. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin WRAP TALENT BRAND CONTENT AMPLIFY
  45. 45. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

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