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The Secret Sauce of Top Companies:Aligning Your Employer & Customer Brand
Power of a brand236%*Cumulative stock performance over 5 year periodStronger financialresults due tostrength ofconsumer an...
A Strong Talent and Customer Brand is a PowerfulCombination3LinkedInTalentBrandIndexLippincott Customer BrandView IndexCum...
What can you do today?4Turn marketing inwardUnderstand your brand inside and outMeasure itAlign Talent Acquisition & Ma...
Unmovable UnstoppableAlign Talent Acquisition & Marketing to align prospectexperience (e.g., messaging, process) with over...
Understand your brand inside and out, and advocatefor it everyday with authenticity and purpose Listen Up!Listen to your ...
7Are >90% of team membersaware of, excited by, andempowered to execute onthe mission? Do brandideas get executedspontaneou...
Turn marketing inward to a forgotten audience, theemployees, to create understanding, belief and employeeaction in support...
Measure your talent brand over time as you changeyour tactics, approach and messaging In-house Your offer acceptance rat...
10Questions?www.lippincott.com/www.marketing.linkedin.com/solutions
Appendix
12Talent Brand n.• the highly social, totally public version of youremployer brand incorporating what talent thinks,feels,...
We assess two components of your brand: Reach and EngagementTalent Brand ReachTalentTalent that’s familiar with you as an ...
Talent Brand ReachTalent Brand EngagementTalentTalent Brand Index=Talent Brand EngagementTalent Brand ReachxyzCos18%30,000...
Immediate benefits for your organization15Reduce employee turnover by up to 28%Influence the conversation — before othe...
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How to Bridge the Gap Between your Employer and Consumer Brands

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What do brands like Google, BMW, and Starbucks have in common? All have built powerful brands not only with customers and prospects but with a critical, often forgotten audience – employees. We’ve released new research in partnership with LinkedIn revealing that many of the most successful brands build great strength by including this forgotten audience.

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How to Bridge the Gap Between your Employer and Consumer Brands

  1. 1. The Secret Sauce of Top Companies:Aligning Your Employer & Customer Brand
  2. 2. Power of a brand236%*Cumulative stock performance over 5 year periodStronger financialresults due tostrength ofconsumer andtalent brand
  3. 3. A Strong Talent and Customer Brand is a PowerfulCombination3LinkedInTalentBrandIndexLippincott Customer BrandView IndexCumulative stock performance over 5 year period36%28%-6%10%HighLowHighLow
  4. 4. What can you do today?4Turn marketing inwardUnderstand your brand inside and outMeasure itAlign Talent Acquisition & MarketingInspire belief and enable action
  5. 5. Unmovable UnstoppableAlign Talent Acquisition & Marketing to align prospectexperience (e.g., messaging, process) with overall brand storyStart at the topYour CEO and their team must get behind your brand alignment, and committo helping promote it. Keep making the case until they’re on board.Bring partners to the tableDon’t go it alone. Your talent brand is part HR, part Marketing, partCommunications - and it’ll need IT support.Brand Task ForceLeverage cross-functional expertise by including them in a cross-functionaltalent brand task force. With more skin in the game your colleagues will helpyou succeed.5
  6. 6. Understand your brand inside and out, and advocatefor it everyday with authenticity and purpose Listen Up!Listen to your customers, employees and candidates, and listen well. Askquestions. Gather facts, opinions, and stories - the building blocks of yourbrand. Put aside your own biases about what you should hear, and seek tounderstand their views.6
  7. 7. 7Are >90% of team membersaware of, excited by, andempowered to execute onthe mission? Do brandideas get executedspontaneously?Do employees and theoutside world notice these,in a way that they realizethat it is real, the company isserious and somethingexciting is happening?Are the daily moments in thecustomer experiencemeaningfully different in abranded way?Create an environment that inspires belief and enablesaction in support of your brand
  8. 8. Turn marketing inward to a forgotten audience, theemployees, to create understanding, belief and employeeaction in support of your brand Ensure your executives are on board.Get C-suite support to drive widespread participation. Educate employees on your brand.The more connected they are to the brand, the better ambassadors they’ll be. Encourage share and tell.Share authentic stories, pictures, and company events across a variety ofmedia so your employees (and followers) can repost and drive viral discussion. Monitor for success.Measure engagement and create action plans to build your foundation ofengaged, enthusiastic brand ambassadors.8
  9. 9. Measure your talent brand over time as you changeyour tactics, approach and messaging In-house Your offer acceptance rate goes up Employee retention increases Internal surveys confirm your employees are excited about yourcompany as a place to work Online Traffic to your career site, your employee video testimonials, etc.increases You double the number of employees with an optimized social presence Talent Brand Index Your Talent Brand Index score rises versus your peers and in thesegments that you care most about9
  10. 10. 10Questions?www.lippincott.com/www.marketing.linkedin.com/solutions
  11. 11. Appendix
  12. 12. 12Talent Brand n.• the highly social, totally public version of youremployer brand incorporating what talent thinks,feels, and shares about your company as a placeto work• a significant asset for both hiring/retaining greattalent and promoting your corporate image to themarket
  13. 13. We assess two components of your brand: Reach and EngagementTalent Brand ReachTalentTalent that’s familiar with you as an employerTalent Brand EngagementTalent that is interested in you as an employer30,000members5,400members Researching company and career pagesFollowing your companyViewing jobs and applyingViewing employee profilesConnecting with your employees13
  14. 14. Talent Brand ReachTalent Brand EngagementTalentTalent Brand Index=Talent Brand EngagementTalent Brand ReachxyzCos18%30,000members5,400membersWhat percent of people who know about you, show an interest?14
  15. 15. Immediate benefits for your organization15Reduce employee turnover by up to 28%Influence the conversation — before others doLower your cost per hire by as much as 50%You’ll positively impact the perceptions ofyour brand among customers and clientsSource: LinkedIn Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB, (December 1, 2011) .

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