How to Build a Top Talent Brand | Webcast
 

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 ...

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 How to Build a Top Talent Brand | Webcast Presentation Transcript

  • 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 LinkedIn Talent Solutions , The State of Employer Branding, http://lnkd.in/stateofeb (October 2012), 8, 13.
  • Why $ Source: LinkedIn Survey, 2010, 2250 Responses. % 50 Savings in cost per hire is associated with a strong talent brand
  • Why Companies with strong talent brands have 28% lower turnover rates vs. companies with weak talent brands Source: LinkedIn Survey, 2010, 2250 Responses.
  • 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 ambassadors Engagement
  • 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 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
  • 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?
  • 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
  • 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, unpretentious, and driven to achieve our mission.
  • 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 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
  • 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 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand
  • 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
  • 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
  • Wrapping up…
  • Build Project Measure Learn from consumer brands Learn from companies that really get it Empower brand ambassadors Engagement
  • 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!