LinkedIn day Abu Dhabi
 

LinkedIn day Abu Dhabi

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LinkedIn was in Abu Dhabi for the first time on the 7th of November where we shared great insights about talent pipelining and employer branding. ...

LinkedIn was in Abu Dhabi for the first time on the 7th of November where we shared great insights about talent pipelining and employer branding.

We were also joined by Mary Pratt, Employer Brand Consultant who shared some insights about what other companies are doing to promote their brand (Slide 69-100)

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  • Separation becoming even more pronounced Context of relationship, behavior and mind space driving the clarity
  • LinkedIn has more than 2x the audience of the nearest publisherLinkedIn has more monthly visitors than the NY Times, Guardian, WSJ, Economist & FT combined
  • We’re making great strides toward our mission:LinkedIn has over 238 million members, and we’re now adding more than two members per second. This is the fastest rate of absolute member growth in the company’s history. Sixty-five percent of LinkedIn members are currently located outside of the United States.LinkedIn counts executives from all 2013 Fortune 500 companies as members; its corporate talent solutions are used by 90 of the Fortune 100 companies.More than 3 million companies have LinkedIn Company Pages.LinkedIn members did over 5.7 billion professionally-oriented searches on the platform in 2012.[See http://press.linkedin.com/about for a complete list of LinkedIn facts and stats]
  • Middle East and North Africa is one of world’s fastest growing economies with young population, which is a great indicator for future growth. Our presence here is in line with our mission of connecting the WORLD’s professionals…..UAE has evolved as a very important hub for business and growth is driven both by the public sector as governments invest in economic infrastructure and the private sector. The UAE is cultivating world leading companies such as Emirates Airlines, Etisalat and Jumeirah HotelsFor the UAE and the region – the growth in penetration of internet, mobile and social applications makes it the right time for LI to play a role in the life’s of the region’s professionals (For LI) After expanding in Europe and Asia the last 2 years, we are continuing a very deliberate programme of expansion that brings us closer to our clients and our members. We now have over 40 key clients in the region and needed to be closer to them to ensure we provide the right level of service.
  • This mission statement manifests in our member value proposition and is the core focus for LinkedIn And the value we deliver to our members is 3 fold Identity: Maintaining their professional profile of record and networking with other professionalsInsights: finding insights to be better at what you doEverywhere: Working where ever you workAnd this is what keeps our members coming back every day.
  • Following companies is a great way to get competitive intel on talent pools.Whenever you follow a company, you get updates on your LinkedIn homepage about what’s going on at that company: new job opportunitiesnew hirespromotions or job changes within the companyand departures from the company.You’ll also see Company Status Updates, which each company can push out from their company page—just like a personal status update, but at the company level. They’re a great way for them to engage people who are following their company on LinkedIn, and they’re a great way for YOU to check out what kind of messages they’re sharing, what kind of talent they’re looking for, etc. So you’ll see here, Starbucks is a great example of a company using Company Status Updates in a smart way. They share exciting news about the company, post their open jobs, and so on.[Note: Company Status Updates are ALSO a great way for YOU to get the word out about what’s going on at your own company, open jobs, etc—check them out!]You should definitely follow companies in your industry—as well as your companies you compete with for talent—toget the inside track on trends in your labor market. You’ll be able to see who’s hiring actively, who’s losing talent, and where that talent is coming from or going to.(And on a related note, you should also actively monitor who’s following your company—these people are obviously interested in knowing what’s going on there, and they may be great passive candidates for roles at your organization).
  • We also have President Obama, Mitt Romney, Arianna Huffington – and over 150 other luminaries. And they’ve gained over 2 million followers in just the past week and a half. We are the professional source of insights. We are where you can see posts by the president of the World Bank talking about how to eradicate poverty, or the President of the United States talk about how to restart the economy.  It’s then that you begin to understand and to see what’s possible when a knowledge-sharing engine of this magnitude comes to life. And we’ve only just begun!
  • 1. This region is all about Nationalization and this is where we can help in solving this problem form the roots by working with Universities2. Students can connect to their classmates, mention their courses that they have taken, there grades, industries they are interested in, even salaries and locations and accordingly search for jobs3. We are also working with Alumni to keep track of the graduates
  • It’s your profile, of course!
  • Make your people shine on LinkedInOkay, so now we’ve got your company looking great on LinkedIn. What’s next?Next is to harness the incredible power of social media to make every employee a talent brand ambassador. We all ask employees for referrals, don’t we? Referrals are likely the best source of hire for many of you, but are you maximizing the opportunity here?The number one activity on LinkedIn is viewing the profiles of people in your network. Your friends; your coworkers; your former coworkers; your customers, suppliers, and everyone else you have connected with. Every one of those profile views is an opportunity.Let’s imagine that you employ 50 engineers. Who do you think they are connected to on LinkedIn? Likely, many more engineers! Former classmates, former coworkers, and more. If every one of your engineers has a robust profile, showcasing not just their talents and experience but also the exciting work your company is engaged in, that’s thousands of positive impressions every month. Thousands of opportunities to attract attention to your company. Thousands of opportunities to cause other LinkedIn members to click through to your company page and your career page to learn more about what you do.Scale that thinking across your entire organization; sales people; marketing people; operations; your executives… the opportunity is HUGE. Today, every employee can be an ambassador for your organization like never before.
  • Talent is the most critical asset in an organization and LinkedIn is changing the game.Talent is the DNA of an organization.Professional networks and these digital professional profiles hold the key to helping organizations find and engage the world’s best passive talent. Or the golden needle in the haystack.Many organizations and talent professionals believe that the best quality candidates for their jobs are already working and are not proactively looking for their next opportunity. We call these people passive talent. LinkedIn helps organizations find and engage the best talent by matching the right talent with the right opportunity.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in. We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works. Employees come to LinkedIn for a number of reasons:Maintaining their professional profile of recordNetworking with other professionalsFinding insights to get better at what they do
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in. We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works. Employees come to LinkedIn for a number of reasons:Maintaining their professional profile of recordNetworking with other professionalsFinding insights to get better at what they do
  • Following companies is a great way to get competitive intel on talent pools.Whenever you follow a company, you get updates on your LinkedIn homepage about what’s going on at that company: new job opportunitiesnew hirespromotions or job changes within the companyand departures from the company.You’ll also see Company Status Updates, which each company can push out from their company page—just like a personal status update, but at the company level. They’re a great way for them to engage people who are following their company on LinkedIn, and they’re a great way for YOU to check out what kind of messages they’re sharing, what kind of talent they’re looking for, etc. So you’ll see here, Starbucks is a great example of a company using Company Status Updates in a smart way. They share exciting news about the company, post their open jobs, and so on.[Note: Company Status Updates are ALSO a great way for YOU to get the word out about what’s going on at your own company, open jobs, etc—check them out!]You should definitely follow companies in your industry—as well as your companies you compete with for talent—toget the inside track on trends in your labor market. You’ll be able to see who’s hiring actively, who’s losing talent, and where that talent is coming from or going to.(And on a related note, you should also actively monitor who’s following your company—these people are obviously interested in knowing what’s going on there, and they may be great passive candidates for roles at your organization).
  • Researching before you search is also about understanding what the passive candidates you’re looking to hire—whether that’s sales professionals or financial analysts—what they care about and what would resonate with them if you reach out and start a conversation about opportunities at your company.LinkedIn Groups can provide a wealth of information on what individuals in your target talent pools are talking about and what they care about.When it comes to Groups, we recommend that you join many, but participate in a few (and run one, if you’re feeling brave!) Join many (and listen). There are more than one million groups on LinkedIn, and you should join groups that are relevant to your key talent pools to help you keep your finger on the pulse of the market. You can set Group digests on a daily or weekly basis, so you control how often you get updates on what’s going on in the group. Participate in a few. Get involved in a few select groups—not as a recruiter (don’t just post your jobs), but as a thoughtful contributor. Engaging in the conversation is a great way to get your questions answered and better understand that group of professionals. (and, it can help you build relationships with individuals who may become passive candidates for your organization at some point!)Polling in Groups is a great new feature that makes participation in Groups even easier and more impactful—you can create a poll in a couple clicks to get immediate insights on what that group is thinking and what’s important to them.Of course, you can run one too—we’ve seen companies do this to host conversations with groups of professionals (interns, marketing professionals, professionals in the energy industry, etc)—Groups can be very, very effective for employment branding and even for sourcing if done correctly.
  • And LinkedIn Today is a third way to get up to speed on what’s happening in your talent market and industry.LinkedIn Today is a product that delivers the day’s top news, tailored to you based on what your connections and industry peers are reading and sharing.So here you’ll see a screengrab of today’s top news in the staffing and recruiting industry. You’ll want to peruse this page regularly to understand what’s going on in your profession and to see what your peers are sharing.However, LinkedIn Today allows you to follow multiple industries—so say you’re hiring designers for an internet company.  There’s a Today page for both design and internet, and you can add those categories to your LinkedIn Today homepage.So you’ll have all of the information you need in one place, minus the noise and clutter of other sites and social tools, and you can read up in just a few minutes—and know exactly what individuals in your key talent pools and your industry are talking about, reading and sharing.
  • As individuals connect, engage and collaborate on these networks - They are adding information to their digital profiles, sharing important insights, and building their networks every day. This activity creates the building blocks of a massive data set, data that can be used by companies to revolutionize their business. And provide brands with the opportunity not only to deliver just information, but provide information that people can act on. Purposeful engagement, and relevant information that defines what consumers want on these social platforms.
  • (Lindsay to talk through this slide)Identify the right talent early. -If you’re waiting until you need a hire to start looking for candidates, you’re too late. -market intelligence, ability to be aware of competitive intelligence-competition for fantastic talent is tougher than ever-the world of recruiting is changingReduce your time to hire. -Establishing an ongoing dialogue with candidates gives you the option to accelerate the discussion when the time is right.-Pipelining for an internal perspective as well as external-hiring ahead of business plan Prevent superstar candidates from slipping away. -When the time to hire arrives, you’re already top of mind for your chosen candidate-they have YOU in mind-we have explored their career aspirations, they have explored your company as part of that career aspirationStrengthen your company employment brand-as well as awareness that you’re hiring, by being continually ‘out there’ engaging prospective candidates.-pipelining is about seeking that next great hire and don’t be afraid to state that you are always looking to chat to the best-perception is reality -As a company owner followers matter. This is your brand and long term pooling potential. -238m members: 88% of members would follow a company-78% of company followers are more likely to respond to an inmail -Followers are 2.5x more likely to recommend your business. Strengthen partnerships with the business-It will increase your ability to partner with hiring managers and become real talent advisors rather than just sourcers, at the same time improving the reputation of the Recruitment function internally.-not jump pipelining talent, having the ability to pipeline to role with talent also-go to the business with great talent (they are looking to us to do that)
  • (Harry to talk to this slide)How many of our business partners network with like minded peers in their respected industries, with no specific agenda in mind.-Building brand-no agenda-exploring-understanding talent competitiveness-who are the best people out there Time is precious in recruiting……our business partners want to see and know that absolute best 1 or 2. You elevate that best talent with pipelining.
  • (Lindsay to talk through this slide and relate to LinkedIn)Addressable market--this is 238 million membersTalent Potentials-recruiter has engaged only-tagged-Ability to share these ‘talent potentials’ with hiring managers-hiring managers contributing to your talent potentials, cross sharing projectsTalent Tribes-engaged and explored-business has met these people-recruiter can produce this slate at req starting stage or as part of the InTake MeetingHarry-anything to add??
  • (Harry to take overview of TP)Describe the key benefits of Talent PipelineWith Talent Pipeline, your team can:Centralize all leads, from any source, in one placeTransform: real time profile information…updated by the talent potentialFoster collaboration by connecting the entire recruiting team through a single platformScale pipelining activities with tools to track, organize, and nurture talent leads Gain insights on the effectiveness of your sourcing and pipelining through meaningful, integrated analyticsNo other solution:Provides the professional data and insights of LinkedIn that enable you to better evaluate leads and build relationshipsIs a natural extension of the tools you already use today to do recruiting(Lindsay to talk through below)At LinkedIn we involve the business in the process of talent pipelining. It is the hiring manager who owns their hiring number but how do we collaborate and support the continuous hiring of great talent.Talent Acquisition deliverables must tie into Business Priorities and Goals.
  • (Lindsay to talk through this slide)Identify the right talent early. -If you’re waiting until you need a hire to start looking for candidates, you’re too late. -market intelligence, ability to be aware of competitive intelligence-competition for fantastic talent is tougher than ever-the world of recruiting is changingReduce your time to hire. -Establishing an ongoing dialogue with candidates gives you the option to accelerate the discussion when the time is right.-Pipelining for an internal perspective as well as external-hiring ahead of business plan Prevent superstar candidates from slipping away. -When the time to hire arrives, you’re already top of mind for your chosen candidate-they have YOU in mind-we have explored their career aspirations, they have explored your company as part of that career aspirationStrengthen your company employment brand-as well as awareness that you’re hiring, by being continually ‘out there’ engaging prospective candidates.-pipelining is about seeking that next great hire and don’t be afraid to state that you are always looking to chat to the best-perception is reality -As a company owner followers matter. This is your brand and long term pooling potential. -238m members: 88% of members would follow a company-78% of company followers are more likely to respond to an inmail -Followers are 2.5x more likely to recommend your business. Strengthen partnerships with the business-It will increase your ability to partner with hiring managers and become real talent advisors rather than just sourcers, at the same time improving the reputation of the Recruitment function internally.-not jump pipelining talent, having the ability to pipeline to role with talent also-go to the business with great talent (they are looking to us to do that)
  • I want you to take a few seconds and think about what these brands mean.As we see these logos appear on the screen, many of you are experiencing a strong emotional reaction to some or all of these brands. Not necessarily a positive reaction to all of them. Perhaps even a negative reaction to one or two of them, but that’s okay, it just probably means that you’re not in their target market.
  • Brand strength enables them to do what others cannotWhat does this power emotional reaction allow these brands to do? Take a look at some of their advertising.They aren’t talking about product specifications…They aren’t talking about features and benefits…They certainly aren’t talking about price… in fact all of these brands command a considerable premium in the marketplace.
  • It’s all about identityWhat they’re really talking about is YOU. About how it feels to own and use these products. About how it feels to be affiliated with these brands.It’s about identity.They’ve put themselves in a whole different league. They’ve lifted themselves above the fray.
  • What if you could do it too?What if you could do that with your brand?Not your consumer brand… your employer brand.What if people, the right people, felt about working for your company the way they feel about these brands?What if you could build a community of fans who identify with your company. With what you stand for. With what sets you apart?What if you could tap into this community to hire the very best talent more quickly and less expensively?What if you didn’t have to compete nearly as much on compensation and other tangible factors because people truly crave the opportunity to be a part of your organization?What would that mean to your organization? What would it mean to your team? What would it mean to you?
  • It’s all about the RIGHT peopleNow hang on a minute you may say. These are multi-billion dollar global brands. My company is nothing like them. This isn’t a fair comparison.It’s true that they are multi-billion dollar global brands, but the beauty of employer brand is you don’t need everybody to know your name. Only the right people.We’re going to show you how you can tap into the power of brand to fundamentally improve your recruiting outcomes. To power your success now and for years to come.
  • Brand is vital; brand is for every organization; brand is nowThe core message today is this:Brand is vital. Getting brand right fundamentally strengthens your ability to hire the best, quickly and cost effectively. It’s a true game changer. It’s a powerful, sustainable competitive advantage. Brand is for every organization. Every organization, regardless of size; regardless of industry; regardless of location, can and must harness the power of employer brand. This is absolutely NOT just for big companies; for rich companies; for sexy industries… this is for every organization. In fact, it’s particularly vital for smaller organizations who compete for talent against larger, better known companies.The time is now. Social media is leveling the playing field and enabling organizations to harness the power of brand like never before. No longer do you need a big advertising budget to get the word out. We are in a very different time now, and the opportunities are HUGE for those who understand them and act on them.We’re going to come back to this slide toward the end of this morning’s session and I want you to tell me if these three points have landed. These are the big takeaways today, and everything we are going to talk about ties back to these key points.
  • Marketers have been working in this space for decades, let’s learn from themWe’re here today to talk about these vital changes that are taking place, and how to harness the power of brand to fundamentally improve your recruiting outcomes. Marketers, of course, have been thinking long and hard about brands for many decades, so another way of looking at it is what can we in the HR and talent acquisition world learn from marketers?
  • We’re going to look at the power of brands. What they are; where they came from; how they motivate behavior.We’re going to talk about how marketers think about branding, and how it ties into developing and nurturing your talent brand.Your consumer brand and your talent brand are two very different things, but the principles of brand development and stewardship are the same.As I said at the outset, we’re going to dig into how brand is vital for every organization, large or small, and talk about some examples of smaller, lesser known companies doing a great job.Then we’re going to talk about how to go to market with your powerful, authentic talent brand. How to amplify your voice in the conversation. How to engage with the talent you need to grow and thrive.Finally, we’re going to talk about measurement. How to measure your progress over time and vs. your talent competitors.Sound good? Okay… let’s quickly step back. Waaay back.
  • From simple identification, to so much moreBrand started out as simple identification. How to know which cattle were mine and which were yours. Nothing more.Over time, brand took on much more importance with the dawn of the consumer packaged goods industry. Brand building was needed to enable products to compete on store shelves many miles from where they were produced. Brand infused messages of quality. Messages of differentiation. Packaging and advertising aligned to infuse meaning into products and to build demand.
  • 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?
  • And what do we spend more time doing than anything else? Working. So… what does it MEAN to work for your organization? Not what does the company do or what is your role or responsibility. What does it MEAN? That’s a hard question to answer for a lot of people.
  • We all work for a lot of reasonsA lot of things are important, but a company can’t really BE about a lot of things. Your company can’t be about everything or it’s about nothing.You need to look down deep inside. Look at your top performers. Your A players. What drives them? What gets your best people fired up? Why do they work for you? They are top performers… they have choices. They choose to work for you… Why? What gets them jumping out of bed in the morning?
  • Your consumer brand and your talent brand are different things, but the principles of brand building are the sameBrand marketers think a lot about brand attributes. A brand has to be relevant to the target audience or else they’ll never develop a connection.A brand has to be consistent over time. That doesn’t mean nothing can ever change or evolve, just that there has to be a consistent meaning in order to build trust. Authentic brands don’t swerve all over the place. They are true to themselves over time and this makes them a rock that people can depend on.A brand has to be credible. They must deliver on their promise. Mere words are not enough… the reality of the experience has to live up to the promise every time.A brand has to inspire. It has to connect on an emotional level. We saw that at the outset with brands like BMW, Starbucks, Harley-Davidson and Apple.And, of course, a brand has to be unique. It has to be differentiated in the marketplace. A “me-too” brand will seldom pass the test of time.
  • Every one of these brand attributes are true of your talent brand.You have to be relevant to your target market… to the right people… to the talent you need to engage.You have to be consistent. If you are forever reinventing yourself, you are very unlikely to resonate. Remember, this isn’t a slogan or a campaign, it’s the real experience, the real meaning, of working for your company.Your talent brand has to be credible. If you are not delivering on the promise, not walking the walk every day with your employees, that credibility gap is going to become a big problem.Your talent brand has to inspire. Inspire top talent to join. Inspire top talent to stay. Inspire top talent to achieve the best possible results every day.And your talent brand also has to be unique. Not unique in the sense of being the only company in the world to think the way you do or do what you do, but unique amongst the completive set you recruit against. You know who you are up against. You know who some of your best hires choose you over. You know where some of your people leave you to go. What is going to stand you apart from, and ultimately above, them?
  • Segmentation is also important. A series of segments that are different, yet aligned with the over-arching brand.Another consideration at the heart of consumer marketing is segmentation. Take BMW for example.BMW is “the ultimate driving machine”. Everything they stand for is about quality, German engineering, the driving experience. This is consistent over time and across every vehicle they make.But within that, they speak differently about different vehicles depending on the target market for each. The needs, wants, and motivators of a 20-something emerging professional are very different from those of a senior executive several decades older and at a very different place in their life. BMW speaks differently to each market segment, but always aligned with the core, overarching meaning of what BMW is and what it stands for.
  • It’s the same for talent brandThis is also true of your talent brand. Within the overarching core of what it means to work for your organization, you are going to speak to your segments differently. You are going to speak differently to engineers, sales people, executives, and other functions, but always within the context of your authentic talent brand. What about regions? Typically segment across function / geography / seniority (e.g. Grads)
  • Let me be very clear. There is a strong business case here. There is a strong ROI story here. This is not “marketing for marketing’s sake” or any sort of vanity exercise.
  • Big ROIOrganizations with a strong employer brand have a cost per hire 50% lower than companies with a weak employer brand. Fifty percent. That’s huge! It makes sense too, doesn’t it? If the right talent sees your organization as a highly desirable place to be, you’re well on your way before you get started filling any individual role.And it’s not just on the acquisition side. It’s retention too. Companies with a strong employer brand have substantially higher retention rates. People want to be there. They are proud to be there. They are engaged. We’re going to talk a lot more about how this works as we move through today’s talk.
  • You know it’s important… your competitors know it tooThe importance of brand isn’t news to the vast majority of you. In fact, when we survey talent acquisition leaders around the world, the importance of brand is crystal clear. 83% tell us that brand has a significant impact on their ability to hire great talent. 83%.You know this is vital, and perhaps just as importantly, your competitors know it too.
  • Spend follows this knowledgeThis importance is reflected in spending. Even in a time of budget constraints, when many recruitment leaders are being challenged to do more with less, they certainly aren’t cutting spending in this area. More than half are increasing spend on brand, and most of the rest are at least maintaining spending levels.
  • A LinkedIn Career Page enables a rich, targeted branding experience. It’s the hub of your talent brand on LinkedIn. It’s the primary place to showcase your organization, your culture, and your opportunities to passive talent. Videos, employee testimonials, corporate status updates, open opportunities and more, all in one place.And to make the experience even better, a Career Page can be “profile aware”. What that means is it serves dynamic, targeted content to visitors based on their own profiles. It can be all about engineering culture and opportunities when visited by an engineer, all about finance for a finance professional and so on. Can your own career site do that? Automatically? There is tremendous power in the deep understanding of visitors that we can pull from their LinkedIn profiles to ensure the right information for the right visitor, every time.
  • Recruitment media drives additional passive talent traffic to your Career Page. There is only one display advertising unit on a LinkedIn profile, and you can own it on every one of your employee’s profiles. As we said earlier, the number one activity on LinkedIn is visiting the profiles of your first degree connections. This can mean thousands or tens of thousands of profile views every month, even for modest sized organizations. That is a huge opportunity to start engaging some amazingly talented people!Imagine you’re Eric and you’re a Product Manager. Perhaps you worked with Jim in the past or went to school with him or met him at an industry event. Regardless, you connected on LinkedIn and now you’re checking out his profile. What do you see? You see your OWN picture and a message asking you to picture yourself as a Product Manager at Jim’s company. You can’t help but see the ad. Your own picture isn’t something you’re likely to miss. That, together with the relevance of the opportunity based on your current role makes it pretty compelling to take a look.These ad units have a click through rate twenty times greater than industry averages. Twenty times! That’s huge! Clicking through takes you to the rich media experience of the Career Page and the door has been opened to engaging, warming, and perhaps ultimately hiring another talented individual who might not have otherwise had any awareness of your opportunities.
  • “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.
  • Take your talent brand index number and see how you stack up against your competitors. The most relevant comparisons are not necessarily with your business competitors, but with your talent competitors. Those organizations with which you compete for talent. We don’t share specific numbers for other organizations, but we share the results of your competitive set. In this example, you see that you are in the middle of the pack relative to your talent competitors, and you see who we have identified as your competitors based on talent flows in both directions, but we don’t tell you exactly who is who in the interest of privacy.We can measure this globally but also in across regions and functions
  • Talent Brand Index isn’t your only measure of course, but it provides a quick and insightful read on where you are today and on the impact of your efforts as you strive for improvement.
  • Alright, let’s return to today’s big takeaways and see how we’ve done.Brand is vital. I really don’t think there’s much room for debate here. Talent acquisition leaders around the world know it, and increasingly, they are acting on it. They are cultivating and projecting a strong, authentic talent brand and they are reaping the rewards.Brand is for every organization. We’ve seen some examples of smaller, lesser-known organizations doing a great job. I’m sure all of you can think of other examples. Brand power recruiting regardless of size; industry; and regardless of location.The time is now. Social media is leveling the playing field and enabling organizations to harness the power of brand like never before. No longer do you need a big advertising budget to get the word out. We are in a very different time now, and the opportunities are HUGE for those who understand them and act on them.

LinkedIn day Abu Dhabi LinkedIn day Abu Dhabi Presentation Transcript

  • The Importance of a Strong Employer Brand Abu Dhabi, Nov 13 ©2013 LinkedIn Corporation. All Rights Reserved.
  • Agenda 09:30 - 09:50 Welcome and Introduction to LinkedIn 09:50 - 10:10 Maximising your presence on LinkedIn 10:10 - 10:45 Building Talent Pipeline with LinkedIn 10:45 - 11:00 Break 11:00 - 12:00 The Transformational Power of Employer Brand 12:00 - 12:20 Customer Panel 12:20 - 12:30 Q&A 12:30 Networking and Lunch
  • Introducing LinkedIn Ali Matar Head of Talent Solutions LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved.
  • Am I just one brand? Social Network: Entertainment / Socializing: friends and family Professional Network: Geography Function/ Title Industry Education Professional Affiliations ©2013 LinkedIn Corporation. All Rights Reserved. Knowledge/Productivity: business colleagues
  • LinkedIn Globally is the #1 Destination for Professionals With an Engaged, Active Audience Global Unique Audience in Millions 184,878 3B minutes spent on LinkedIn 16.6 monthly minutes/user 87,662 4.4B 65,526 23 B 50,800 40,457 25,215 24,636 10,250 9,861 5,233 3,667 ©2013 LinkedIn Corporation. All Rights Reserved. Source: comScore Global Key Measures Report, April 2013 page views monthly page views/ user
  • The world‟s largest professional network 259M+ 1 Members Worldwide Growing at more than two members per second 1 As of Aug 1, 2013 2 As of June 27, 2013
  • LinkedIn in MENA +9M MENA members Construction ©2013 LinkedIn Corporation. All Rights Reserved. +1M UAE members Oil & energy +2,5K UAE Groups IT and services
  • Our Vision Create economic opportunity for every professional in the world
  • Creating economic opportunity for every professional 259M+ 1 LinkedIn Members 640M+ 2 Worldwide Professionals 3,300M+ 2 Worldwide Workforce ©2013 LinkedIn Corporation. All Rights Reserved. As of Feb 9 ‟12 | International Planning & Research
  • Our Mission Connect the world‟s professionals to make them more productive and successful
  • Identity Insights Everywhere Connect, find, and be found Be great at what you do Work wherever our members work ©2013 LinkedIn Corporation. All Rights Reserved.
  • Your network today……Tomorrow‟s opportunities ©2013 LinkedIn Corporation. All Rights Reserved. 12
  • 2M+ LinkedIn Groups UAE Employer Branding Emiratisation 2545 groups 118 groups 20 groups ©2013 LinkedIn Corporation. All Rights Reserved.
  • Home & Company Updates ©2013 LinkedIn Corporation. All Rights Reserved.
  • Now featuring 250+ global Influencers ©2013 LinkedIn Corporation. All Rights Reserved.
  • Introducing LinkedIn for Higher Education
  • “Compared to two years ago, the number of college students using LinkedIn to find job opportunities has increased by 700%.”
  • The Fastest Growing & Most Highly Engaged Demographic on LinkedIn 30,000,000+ 1 275,000 New Student Members Per Month Students & Recent Grads Worldwide 20,000+ Schools ©2013 LinkedIn Corporation. All Rights Reserved.
  • Alumni tool: Zayed University Students Network ©2013 LinkedIn Corporation. All Rights Reserved.
  • Maximising your presence on LinkedIn Munish Sudan Territory Head- UAE LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved.
  • Everyone has a unique id ©2013 LinkedIn Corporation. All Rights Reserved. 21
  • Googled yourself lately? Don‟t feel bad, we all do it… What does your personnal brand look like? ©2013 LinkedIn Corporation. All Rights Reserved. ©2013 LinkedIn
  • Everyone of you is a Talent Ambassador ©2013 LinkedIn Corporation. All Rights Reserved.
  • Your Talent powers everything you will do. ©2013 LinkedIn Corporation. All Rights Reserved.
  • Know your profile ©2013 LinkedIn Corporation. All Rights Reserved.
  • Visual Attention Level ©2013 LinkedIn Corporation. All Rights Reserved. 26
  • 7 LinkedIn tips ©2013 LinkedIn Corporation. All Rights Reserved.
  • Tip #1 No Profile Picture/ Bad Picture X X ©2013 LinkedIn Corporation. All Rights Reserved. X X 28
  • Tip #2 Vague/ Non-relevant Professional Headline Why is your headline so important? • It is your first impression on other people when they see you on LinkedIn. • It almost always follows the mention of your name, everywhere on LinkedIn – this is your tagline! X ©2013 LinkedIn Corporation. All Rights Reserved. X 29
  • Tip #3 Boring Summary Keep it interesting & precise – It‟s your elevator pitch! Tip #4 Incomplete Description of Experience Your Career history tells your story ©2013 LinkedIn Corporation. All Rights Reserved. 30
  • Tip #5 No Mention of Skills & Expertise in the relevant profile section Why mentioning Skills & Expertise is important? ©2013 LinkedIn Corporation. All Rights Reserved. 31
  • Tip #6 No Recommendations Why Recommendations are important? • • • Adds to your professional image by letting viewers know what other professionals who have worked with you think about you Recommendations lend credibility to what you say about yourself Recommendations that you write for others also impact your credibility – be careful & honest when you recommend others Tip #7 Excessive/ Irrelevant Group Memberships How are Groups important? • • Allow you to learn & stay abreast through participation in industry/ domain specific discussions with other relevant professionals Allow you to position yourself as a subject matter expert ©2013 LinkedIn Corporation. All Rights Reserved. 32
  • Set your visibility right ©2013 LinkedIn Corporation. All Rights Reserved.
  • Adapt the inbound messages to your needs ©2013 LinkedIn Corporation. All Rights Reserved.
  • Follow companies ©2013 LinkedIn Corporation. All Rights Reserved. 35
  • 2M+ LinkedIn Groups UAE Employer Branding Emiratisation 2545 groups 118 groups 20 groups ©2013 LinkedIn Corporation. All Rights Reserved.
  • Listen in on Groups Groups Join many Participate in a few 1,000,000 + Run one CXOs ©2013 LinkedIn Corporation. All Rights Reserved. IT Pros Fashion 37
  • Get LinkedIn Today…and every day ©2013 LinkedIn Corporation. All Rights Reserved. 38
  • Visualize your connections with inMap John Smith Mary Lee Alison Engel Nick Besbeas Wade Burgess Francois Dufour Jeff Weiner Mike Gamson Dan Green Jonathan Lister Nicole German ©2013 LinkedIn Corporation. All Rights Reserved. http://inmaps.linkedinlabs.com
  • Stay connected on the go with the brand new LinkedIn app Job you may be interested in: Senior Advisor- IM Mubadala ©2013 LinkedIn Corporation. All Rights Reserved. 40
  • 3 things to do for yourself 1. Complete your profile (Photo, Tagline, summary, vanity url and links) 2. Set your parameters according to your needs (visibility, accessibility, frequency of messages) 3. Set news for you (Join 3 Groups, Follow 3 companies, Subscribe to 3 News sources)
  • Building a Strong Talent Pipeline With LinkedIn Lindsay Browning EMEA Talent Acquisition Manager LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved.
  • Today‟s Session  Why Pipeline  „How to‟ Pipeline Tips and Thoughts  Live Talent Pipeline demonstration  Q&A Session
  • Why is Pipelining Important?
  • Reasons to Build Pipeline 1. 2. 3. 4. 5. 6. Identify the Right Talent Early Reduce your Time to Hire Prevent Superstar Candidates from Slipping Away Strengthen your Employer Brand Strengthen Partnerships with the Business Roles and Talent-Ideal State ©2013 LinkedIn Corporation. All Rights Reserved.
  • How many of your partners interview when there are no open roles? “They all do.” “Half of them” “None” Any recruiter pipelining will positively effect time to hire with minimal/ no impact in interview process through to offer acceptance Pockets of success in significantly reducing time to hire within areas where recruiting repeatable skillsets due to on-going hiring needs Time to hire is significantly reduced and defined by identifying prospective hire availability and offer acceptance
  • Business asks “I need to hire ASAP, what candidates do you have in pipeline?” “We have no pipeline” Addressable Market-not identifying and optimizing key talent pools. Recruiter starts from scratch “I’ve spoken to a couple of potentials already” Met for coffee, prescreened. Exploring conversations have happened. Start discussions “We have candidates who are in “Talent Tribes” and you have previously interviewed them.” Benchmarking previously interviewed candidates can lead to valuable conversations about candidate quality, capability and build credibility.
  • Some „How to‟ Tips
  • Simply Grow, Track, and Stay Connected with all Your Talent Leads Business Strategy Team Pipeline Engage With Business Priorities and Talent Acquisition Leverage connected Report
  • Pipeline Projects Tags Custom Fields Sources Status Naming Skills Willing to LinkedIn New Prospect How many? (Java, Mobile) relocate Referrals Outreach Talent Tribes Business Units Compensation Recruiter Underway Amount? Availability Job Boards Future Keywords Prospect (language) Not a fit Moved to ATS
  • Let‟s Review 1. 2. 3. 4. 5. 6. Engage the Business to enable success Outline a clear Strategy Involve the Team while building capability Define a structured Pipeline workflow Further Engage the business to deliver talent Identify, monitor and Report key measures to show success ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Transformational Power of Employer Brand Jonathan Kidd Senior Relationship Manager LinkedIn Mary Pratt Talent Brand Consultant ©2013 LinkedIn Corporation. All Rights Reserved.
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • It's about YOU About identity About how it makes you feel About emotional attachment ©2013 LinkedIn Corporation. All Rights Reserved.
  • What would it mean? ©2013 LinkedIn Corporation. All Rights Reserved.
  • The beauty of employer brand is you don‟t need everybody to know your name. Only the right people. ©2013 LinkedIn Corporation. All Rights Reserved.
  • The BIG Takeaways  Employer brand is vital to improving recruiting outcomes  Every company, regardless of industry, location, and size can harness the power of a strong employer brand  Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Power of Brands What HR and talent acquisition leaders can learn from the world‟s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved.
  • We‟re going to talk about… 1 The Power of Brands 2 How Marketers Think About Branding 3 Your Talent Brand 4 Every Organization 5 Going to Market 6 Measurement ©2013 LinkedIn Corporation. All Rights Reserved.
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • Identity Brand is A Quality Promise A Decision Making Short-Cut ©2013 LinkedIn Corporation. All Rights Reserved.
  • What does it mean to work for your organization? ©2013 LinkedIn Corporation. All Rights Reserved.
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • Consumer Brand Attributes ©2013 LinkedIn Corporation. All Rights Reserved.
  • Talent Brand Attributes ©2013 LinkedIn Corporation. All Rights Reserved.
  • 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 ©2013 LinkedIn Corporation. All Rights Reserved.
  • 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? ©2013 LinkedIn Corporation. All Rights Reserved.
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Real Rock Stars of Your Business are everywhere you look, if you know what you are looking for! ©2013 LinkedIn Corporation. All Rights Reserved.
  • Some Food for Thought….. Top Talent comes to you Engaged Staff. 36% more likely to perform above average An Average of 10% 10% increase in EB reduction can increase annual In Cost per profits by $2,400 per Hire to person per year the Company ©2013 LinkedIn Corporation. All Rights Reserved. Total Talent Brand Investment increased 86% over the last 3 years 83% of Global Helps 10% Growth in Recruiting Talent to Leaders identify Branding TB as a Critical differentiate you from Management Driver to Jobs in the your Attracting last 2 years Competitors Top Talent Delivery Managing Corporate Reputation as an awesome place Attraction! to work 86% Development Sources: Forbes, EBI and Universum
  • The „Team‟ with the Best Players Wins Jack Welch ©2013 LinkedIn Corporation. All Rights Reserved.
  • Power of Brands ©2013 LinkedIn Corporation. All Rights Reserved.
  • Visitors will more than DOUBLE Up to 300,000 New Jobs expected Potential windfall of $23 Billion ©2013 LinkedIn Corporation. All Rights Reserved. Sources: Arabian Business, Merrill Lynch, Brand Finance
  • They can Deflate you….. ©2013 LinkedIn Corporation. All Rights Reserved.
  • People Power Brands Effective Talent Branding is Critical to Winning Top Talent Top Talent have Top Opportunities The Best Differentiator you have are your People It‟s time to Humanize your Talent Function ©2013 LinkedIn Corporation. All Rights Reserved.
  • People Power Brands Your Employees are your best asset. Happy Employees make for happy Customers Richard Branson ©2013 LinkedIn Corporation. All Rights Reserved.
  • But What is Talent Branding? ©2013 LinkedIn Corporation. All Rights Reserved.
  • “Talent Branding is a logical process through which Employers strive for one main goal: to have a strong appeal on their future and current ideal Employees” ©2013 LinkedIn Corporation. All Rights Reserved. Source: Universum
  • Paint the Right Picture ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Challenge… Effective Talent Branding needs HR people to start thinking like Marketers…. You are simply Marketing to a different audience….. …….Talent ©2013 LinkedIn Corporation. All Rights Reserved.
  • From This……. ©2013 LinkedIn Corporation. All Rights Reserved.
  • To This……. ©2013 LinkedIn Corporation. All Rights Reserved.
  • Fad or the Future? ©2013 LinkedIn Corporation. All Rights Reserved.
  • Fad or Future? ©2013 LinkedIn Corporation. All Rights Reserved.
  • An Ounce of Prevention is Worth a Pound of Cure Benjamin Franklin ©2013 LinkedIn Corporation. All Rights Reserved.
  • It‟s all about shifting from good.. ……to FIRST CLASS ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Talent Revolution… ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Talent Revolution From this…… ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Talent Revolution …To This More than 1 million hits in 8 days In excess of 1,000 ‘messages’ ©2013 LinkedIn Corporation. All Rights Reserved. More than 800 LinkedIn requests 150 JOB OFFERS!!!!
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • Employee Review Websites ©2013 LinkedIn Corporation. All Rights Reserved.
  • Create the Beat… ©2013 LinkedIn Corporation. All Rights Reserved.
  • Wondering where to start? 5. Comms Strategy ©2013 LinkedIn Corporation. All Rights Reserved.
  • One Voice…..Many Channels Website Social Media referrals Awards Advertisements Candidate Experience Internal Communications On-Boarding Corporate Social Responsibility assessment centres ©2013 LinkedIn Corporation. All Rights Reserved.
  • Time to Think Differently…. ©2013 LinkedIn Corporation. All Rights Reserved.
  • A Totally Different Mindset… • Think like your Target Audience • Dare to be Different • Create your Candidate Experience Legacy ©2013 LinkedIn Corporation. All Rights Reserved.
  • Consistency is key…. ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Future……Some Facts!! 259 million LinkedIn Members +9 million LinkedIn Members in MENA 2 New LinkedIn Members Every SECOND By end of 2013, there will be more mobile devices on earth than there are people 84% cannot last one day without a mobile phone 50% of Americans sleep with their mobiles next to them 20% of people check their phones more Global mobile data grew than once every 10 minutes 70% just in 2012 77% of Job Seekers use a mobile Job Search App ©2013 LinkedIn Corporation. All Rights Reserved.
  • ©2013 LinkedIn Corporation. All Rights Reserved.
  • The Business Case
  • The ROI Story % 50 Savings in cost per hire is associated with a strong employer brand Companies with stronger employer brand have 28% lower turn-over rates than companies with weaker employer brands Source: LinkedIn Corporation. All Rights Reserved. ©2013 LinkedIn Survey, 2010, 2250 Responses.
  • Talent Leaders Know that Brand Matters % 83 Agree that employer brand has significant impact on ability to hire great talent ©2013 LinkedIn Corporation. All Rights Reserved.
  • Employer Brand Investment is Rising 51% 40% 9% Spent More Spent Same Spent Less 91% of companies spent more or the same on employer brand in 2012 compared to 2011 ©2013 LinkedIn Corporation. All Rights Reserved.
  • Showcase your talent brand on LinkedIn ©2013 LinkedIn Corporation. All Rights Reserved.
  • Showcase your talent brand on LinkedIn Jim Young Account Executive, xyzCo San Francisco Bay Area | Software Current xyzCo, Account Excecutive Previous Acme System, Associate Account Executive Education San Jose University Picture Yourself at xyzCo Addison Augusto Sr. Account Executive xyzCo– San Francisco, CA Eric Robertson Product Manager at xyzCo ©2013 LinkedIn Corporation. All Rights Reserved.
  • How do you measure success? Only 1 out of 3 107 Companies measure their employer brand in a quantifiable way
  • Your Talent Brand vs. Your Talent Competitors 4/6 Peers: Dynamic, Inc. Golden Phase six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice ©2013 LinkedIn Corporation. All Rights Reserved. Weaker employer brand
  • Measure. Engage. Improve. Repeat.
  • Back to the BIG Takeaways  Talent brand is vital to improving recruiting outcomes  Every company, regardless of industry, location, and size can harness the power of a strong talent brand  Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways ©2013 LinkedIn Corporation. All Rights Reserved.
  • Q&A ©2013 LinkedIn Corporation. All Rights Reserved.