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Promote & Engage: Ways To Amplify Your Talent Brand Talent Connect London 2013
 

Promote & Engage: Ways To Amplify Your Talent Brand Talent Connect London 2013

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In this session from Talent Connect London, LinkedIn's Etienne Tremblin and British American Tobacco's Sarah Penrose cover all the top ways to boost your talent brand, and include information on ...

In this session from Talent Connect London, LinkedIn's Etienne Tremblin and British American Tobacco's Sarah Penrose cover all the top ways to boost your talent brand, and include information on measurement of your message through the Talent Brand Index.

Get inspired with LinkedIn's Employer Brand Playbook: http://linkd.in/174lYC9
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Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj

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  • Thanks Sarah, I am sure you will get a lot of questions after the presentation.The second point and next logical step is: Leverage your assets. You have a lot of resources within your reach: content and people. How can you use them?But first let’s see what makes good content?
  • Your profile is the first place a candidate will go after receiving your InMail or seeing you viewed their profile, so it represents a prime branding opportunity. Looking at profiles is the #1 activity on LinkedIn. Set up your own profile as a model for employees, and have the rest of the recruiting team follow suit.
  • In addition to your Company Page, you have the option to add a career page on LinkedIn. It can then become the central hub for your talent brand activity on LinkedIn. 4 guidelines on how you should approach the content on your career page:Think visuallyThink digitallyThink videoThink customised. You can create dynamic career pages and make sure the right message will be communicated to the right memberL’Oreal is to me doing a great job, showing the Employer Value Proposition in a very smart way, in the banner.Career page now attaches itself to a job posting on LinkedIn
  • Jobs are probably the best advertisement you can have. It is very difficult to write a good job descriptionIt is a science but also an art. Avoid overly-creative job titles.Stick with standard titles and keywords commonly usedin profiles and job searches. This helps LinkedIn’s specialalgorithms match and deliver your job postings to themost relevant active and passive candidates.Tie the job to your LinkedIn Company Page.Use the drop-down list to link to your Company Page,so candidates can easily learn more about you.Give high-priority positions extra oomph.Use Sponsored Jobs to showcase key positions totargeted talent. Simply bid the amount you want to pay.And on the ART side…Use your job post as a talent branding vehicle.Share the things that make your company a great placeto work. Specifics like “annual chili cook-off” paint amore vivid picture than just saying “fun culture.”Showcase the position’s impact.Passive candidates are 120% more likely to want to makean impact.5 Your jobs on LinkedIn will be seen by passivecandidates, so get them excited about the potentialof the role.Try a conversational tone.Marketing is usually more effective when you writelike you would speak to your audience: simple, direct,and friendly.
  • 2.5 x in 8 months

Promote & Engage: Ways To Amplify Your Talent Brand Talent Connect London 2013 Promote & Engage: Ways To Amplify Your Talent Brand Talent Connect London 2013 Presentation Transcript

  • Promote & Engage: Ways To Amplify Your Talent Brand Etienne Tremblin Sarah Penrose Media Solutions Consultant LinkedIn Global Talent Acquisition Marketing Manager British American Tobacco
  • #intalent Agenda 1 Define 2 Leverage 3 Amplify
  • Define
  • #intalent The Building Blocks of Your Brand Employer Value Proposition Employer Brand Talent Brand
  • #intalent Why you should invest in your talent brand Lower cost per hire by up to 50%. Reduce employee turnover by up to 28%. Influence the conversation with candidates.
  • #intalent Let your talent brand journey begin! STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 Get buy-in Listen and learn Craft your approach Promote and engage Measure and adjust  True  Credible  Attractive  Distinct  Sustainable
  • #intalent Your culture is your brand – Tony Hsieh CEO Zappos.com
  • #intalent Does everyone who works at British American Tobacco smoke?
  • Leverage your assets
  • #intalent What makes good content 1 LINKEDIN TODAY 7 GOOGLE ALERTS 2 DEPARTMENT BLOG 8 INDUSTRY PUBLICATIONS 3 INDIVIDUAL BLOG 9 THOUGHT LEADERS 4 PHOTO 10 POP CULTURE 5 INTERNAL COMMUNICATIONS 11 HUMOUR 6 HIRING TEAM 12 YOU TUBE
  • #intalent What makes good content Including a link can drive twice the engagement than posts without links Images on average result in a 98% higher comment rate Links to YouTube videos play directly in the LinkedIn feed and typically results in a 75% higher share rate
  • #intalent Leverage your existing content and streams
  • #intalent Your employees are your best ambassadors  Encourage ‘Share and Tell’  Develop and communicate Social Media Guidelines  Bring cross-functional teams together
  • #intalent Influence your stakeholders
  • Amplify
  • #intalent It all starts with the profile Engaging, friendly picture Links Arresting summary Descriptive headline
  • #intalent Spruce up your Company Page
  • #intalent Use Targeted Status Updates Mix it up Have a plan Stay on brand Sponsor your updates
  • #intalent Launch your Career Page Think visually Think digitally. Think video Think customised
  • #intalent Amplify your Talent Brand through Jobs SCIENCE ART Avoid overly-creative job titles. Use your job post as a talent branding vehicle. Tie the job to your LinkedIn Company Page. Showcase the position’s impact. Give high-priority positions extra oomph. Try a conversational tone.
  • #intalent Promoting your talent brand beyond LinkedIn ASOS 2,645,000 LIKES 548,000 FOLLOWERS 1,000,000 FOLLOWERS 2,255,000 FOLLOWERS 780,000 VIEWS
  • #intalent Key indicators of talent brand success 1 In-house 2 Online 3 Talent Brand Index
  • #intalent Talent Brand Index Talent Brand Reach 1,556,590 members Talent that’s familiar with you as an employer Viewing employee profiles Connecting with your employees Talent Brand Engagement 241,457 members Talent that is interested in you as an employer Researching company and career pages Following your company Talent Talent Brand Index Viewing jobs and applying 16%
  • #intalent BAT Talent brand index progression 16% 16% 14% 14% 12% 13% 11% 10% 9% 8% 7% 6% 6% 6% 6% 6% 6% 7% 6% 4% 2% 0% Aug 12 Sept 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 June 13 July 13 Aug 13
  • Key Takeaways
  • #intalent Key takeaways 1 Be authentic 2 Be experimental 3 Be clued-up
  • Q&A