Secrets of InDemand Employers:
How to Build a Top Talent Brand

©2013 LinkedIn Corporation. All Rights Reserved.
Simon Sinek
The Golden Circle

What
How

Why
The Golden Circle

What
How

Why
Why

%
83
Of talent leaders say that their talent brand has a significant impact
on their ability to hire great talent

Li...
Why

$
Source: LinkedIn Survey, 2010, 2250 Responses.

%
50
Savings in cost per hire
is associated with a
strong talent br...
Why
Companies with strong talent brands have

28% lower turnover rates
vs. companies with weak talent brands

Source: Link...
Why
That’s why
Are we good?
How
Why

Build
Project
Measure

Learn from consumer brands

Learn from companies that really get it

Empower brand ambassa...
What can we learn from
Consumer Marketers?
Identity

Brand is

A Quality Promise
A Decision Making Short-Cut
Brand is also
a Powerful Motivator
Cola Market Share

Other
What does it mean to work
for your organization?
Consumer Brand Attributes
Talent Brand Attributes
BMW Segmentation
1 Series

3 Series

5 Series

7 Series

20’s Professionals

30’s Professionals

40’s Professionals

50’s ...
Talent Segmentation
Jr.
Engineer

Sr. Engineer

Sales

Executive

Education?

Education?

Education?

Education?

Experien...
The most engaged employees
They are proud to tell others where
they work
motivated by a sense of pride
 They care deeply...
Mission Driven

©2013 LinkedIn Corporation. All Rights Reserved.

39
clean energy crusade

Save the world here

addressing the environmental issues of our time
you could be part of this clean energy crusade
passion
addressing the environmental issues of our time
collaborative, unpr...
Lifestyle Driven

©2013 LinkedIn Corporation. All Rights Reserved.

42
stable year-round employment.
located in some of the most beautiful places in the world
©2013 LinkedIn Corporation. All Rights Reserved.

44
Sustainability
Giving Back to the Community
©2013 LinkedIn Corporation. All Rights Reserved.
Going to Market
Projecting your talent brand into the talent marketplace

©2013 LinkedIn Corporation. All Rights Reserved.
Projecting Your Talent Brand into the Talent Marketplace
Living it Everyday with Your Employees
Projecting Your Talent Brand into the Talent Marketplace
In Your Community
Projecting Your Talent Brand into the Talent Marketplace
Social Media
Projecting Your Talent Brand into the Talent Marketplace
On LinkedIn
Members Worldwide

259,000,000

+
Identity

Insights

Everywhere

Connect, find, and
be found

Be great at what
you do

Work wherever our
members work
Every employee an ambassador

Me

Every profile view AN OPPORTUNITY
©2013 LinkedIn Corporation. All Rights Reserved.

58
Lead by Example
The anatomy of a well-branded recruiting profile

Descriptive headline
That goes beyond the title

Engagin...
Roll it Out
Warming up passive talent

High
Moderate

Low

©2013 LinkedIn Corporation. All Rights Reserved.

Very
High

Extreme

61
How do you measure success?

62
How do you measure success?
Only 1 out of 3

63

Companies measure their talent
brand in a quantifiable way
Talent Brand Index - Measure your Brand Strength

264,362

264,362

engaged

1,873,354

1,873,354
reached

14%
Your Talent Brand vs. Your Talent Competitors

4/6

18%
17%
15%

Peers:
14%

Dynamic, Inc.
11%

Golden Phase
9%

six28 Ent...
Your Talent Brand Across Functions
23%
18%

18%
15%
13%

Engineering

Operations

Talent easiest to engage

Marketing

Med...
Your Talent Brand Across Geographies

19%
15%
13%

United States

Canada

Talent easiest to engage

Argentina

12%

India
...
Wrapping up…
Build
Project
Measure

Learn from consumer brands
Learn from companies that really get it

Empower brand ambassadors

Enga...
Watch this!
Watch this!
Find them here
Read this!

linkedin.com/indemand
Read this!

talent.linkedin.com/blog
Download this!

talent.linkedin.com/employerbrandbook
Visit this!

business.linkedin.com/talent-solutions
Follow this!

@HireOnLinkedIn
Be here next year!
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
How to Build a Top Talent Brand | Webcast
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How to Build a Top Talent Brand | Webcast

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Create an authentic and powerful brand that attracts top talent with this webinar by Steve Watt, Talent Brand Educator at LinkedIn. You'll also learn how to motivate brand ambassadors and ultimately become an InDemand company.

See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn

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  • Is it the tools? PowerPoint sure gets singled out a lot. Books…
  • Brand is: (and this is equally true of talent brand)Today, brand means a lot of things, but in really simple terms…Brand is identity.Brand is a quality promise.And brand is a decision making shortcut. In today’s world you cannot possibly conduct a reasoned comparison of all the products and services you encounter in your daily life. Can you imagine trying to compare the more than 100 types of shampoo you’ll find in any drug store? Or how about a solid feature and benefit analysis of the hundreds of models of cars offered for sale? You can’t. You use brand as a decision making shortcut. There are some brands you are drawn to and others that you avoid. It has to be that way.Each of these is true for talent brand as well. It’s the identity of your organization. It’s a promise you make to your people and your candidates. And don’t you want to get that decision making short-cut working for you? Don’t you want to become a true employer of choice? One that people, the right people, really want to work for? How powerful would that be?
  • “I promised you measurement…”How do you measure success in all this?The fact is, most don’t because it’s always been difficult and expensive to quantify your progress.LinkedIn’s unprecedented data enables us to provide some measurement here. Let’s take a look at a quick video that explains it quicker and better than I can.
  • “I promised you measurement…”How do you measure success in all this?The fact is, most don’t because it’s always been difficult and expensive to quantify your progress.LinkedIn’s unprecedented data enables us to provide some measurement here. Let’s take a look at a quick video that explains it quicker and better than I can.
  • How to Build a Top Talent Brand | Webcast

    1. 1. Secrets of InDemand Employers: How to Build a Top Talent Brand ©2013 LinkedIn Corporation. All Rights Reserved.
    2. 2. Simon Sinek
    3. 3. The Golden Circle What How Why
    4. 4. The Golden Circle What How Why
    5. 5. Why % 83 Of talent leaders say that their talent brand has a significant impact on their ability to hire great talent LinkedIn Talent Solutions , The State of Employer Branding, http://lnkd.in/stateofeb (October 2012), 8, 13.
    6. 6. Why $ Source: LinkedIn Survey, 2010, 2250 Responses. % 50 Savings in cost per hire is associated with a strong talent brand
    7. 7. Why Companies with strong talent brands have 28% lower turnover rates vs. companies with weak talent brands Source: LinkedIn Survey, 2010, 2250 Responses.
    8. 8. Why
    9. 9. That’s why Are we good?
    10. 10. How Why Build Project Measure Learn from consumer brands Learn from companies that really get it Empower brand ambassadors Engagement
    11. 11. What can we learn from Consumer Marketers?
    12. 12. Identity Brand is A Quality Promise A Decision Making Short-Cut
    13. 13. Brand is also a Powerful Motivator
    14. 14. Cola Market Share Other
    15. 15. What does it mean to work for your organization?
    16. 16. Consumer Brand Attributes
    17. 17. Talent Brand Attributes
    18. 18. 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
    19. 19. 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?
    20. 20. The most engaged employees They are proud to tell others where they work motivated by a sense of pride  They care deeply about the future of the organization  They are inspired by company leadership and by those they work with are
    21. 21. Mission Driven ©2013 LinkedIn Corporation. All Rights Reserved. 39
    22. 22. clean energy crusade Save the world here addressing the environmental issues of our time
    23. 23. you could be part of this clean energy crusade passion addressing the environmental issues of our time collaborative, unpretentious, and driven to achieve our mission.
    24. 24. Lifestyle Driven ©2013 LinkedIn Corporation. All Rights Reserved. 42
    25. 25. stable year-round employment. located in some of the most beautiful places in the world
    26. 26. ©2013 LinkedIn Corporation. All Rights Reserved. 44
    27. 27. Sustainability
    28. 28. Giving Back to the Community
    29. 29. ©2013 LinkedIn Corporation. All Rights Reserved.
    30. 30. Going to Market Projecting your talent brand into the talent marketplace ©2013 LinkedIn Corporation. All Rights Reserved.
    31. 31. Projecting Your Talent Brand into the Talent Marketplace Living it Everyday with Your Employees
    32. 32. Projecting Your Talent Brand into the Talent Marketplace In Your Community
    33. 33. Projecting Your Talent Brand into the Talent Marketplace Social Media
    34. 34. Projecting Your Talent Brand into the Talent Marketplace On LinkedIn
    35. 35. Members Worldwide 259,000,000 +
    36. 36. Identity Insights Everywhere Connect, find, and be found Be great at what you do Work wherever our members work
    37. 37. Every employee an ambassador Me Every profile view AN OPPORTUNITY ©2013 LinkedIn Corporation. All Rights Reserved. 58
    38. 38. Lead by Example The anatomy of a well-branded recruiting profile Descriptive headline That goes beyond the title Engaging, friendly picture Who wouldn‘t want to work with Stacy? OTHER FEATURES WE LIKE Links to branded destinations • • • Killer summary Written in the first person, oozing with passion. Core skills, endorsed by her network Volunteer experiences Just enough on prior positions to build credibility
    39. 39. Roll it Out
    40. 40. Warming up passive talent High Moderate Low ©2013 LinkedIn Corporation. All Rights Reserved. Very High Extreme 61
    41. 41. How do you measure success? 62
    42. 42. How do you measure success? Only 1 out of 3 63 Companies measure their talent brand in a quantifiable way
    43. 43. Talent Brand Index - Measure your Brand Strength 264,362 264,362 engaged 1,873,354 1,873,354 reached 14%
    44. 44. Your Talent Brand vs. Your Talent Competitors 4/6 18% 17% 15% Peers: 14% Dynamic, Inc. 11% Golden Phase 9% six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand
    45. 45. Your Talent Brand Across Functions 23% 18% 18% 15% 13% Engineering Operations Talent easiest to engage Marketing Media & Communication Sales 12% Human Resources Talent more difficult to engage
    46. 46. Your Talent Brand Across Geographies 19% 15% 13% United States Canada Talent easiest to engage Argentina 12% India 11% 11% France United Kingdom Talent more difficult to engage
    47. 47. Wrapping up…
    48. 48. Build Project Measure Learn from consumer brands Learn from companies that really get it Empower brand ambassadors Engagement
    49. 49. Watch this!
    50. 50. Watch this!
    51. 51. Find them here
    52. 52. Read this! linkedin.com/indemand
    53. 53. Read this! talent.linkedin.com/blog
    54. 54. Download this! talent.linkedin.com/employerbrandbook
    55. 55. Visit this! business.linkedin.com/talent-solutions
    56. 56. Follow this! @HireOnLinkedIn
    57. 57. Be here next year!
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