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Employer Brand Playbook


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Employer Brand Playbook

  1. 1. Employer Brand Playbook5 Steps to Crafting a Highly Social Talent Brand
  2. 2. | 2Table of contentsReasons to Invest in Your Talent BrandAdditional ResourcesSTEP02STEP0504 Measure and AdjustLet the Talent Brand Journey Begin9 Talent Brand Warning Signs42464748Promote and EngageListen and LearnGet Buy-In 0710Craft Your ApproachSTEP03 18STEP01STEP04 22 The Talent Brand Hall of Fame 49
  3. 3. Index of useful facts and figuresTop Audiences to Listen toSample Survey Questions for Employees and Passive CandidatesTypes of Research to ConsiderSample Goals for a Talent Brand ProgramChecklist to Audit Your Talent Brand MaterialsGlobal Talent Brand Trends8 Golden Rules for Promoting (and Protecting) Your Talent Brand6 Tricks for an Irresistible Job Description on LinkedIn3 Reasons to Invest in Your Talent BrandTips to Jumpstart Your Company PageTips for Targeted Status Updates4 Tips for Turning Your Employees into Talent Brand AmbassadorsTools at a Glance9 Talent Brand Warning | 3
  4. 4. IntroductionIs your company considered a great place towork? In today’s competition for top talent, yourreputation as an employer is a key factor in whethera candidate will take your job – or leave it.The bottom line impact is real: a strong talent brandreduces cost per hire by up to 50% and lowersturnover rates by | 4You’ll spend less on hiring. Loweryour cost per hire by as much as 50%.1You’ll boost retention. Reduceemployee turnover by up to 28%.1You’ll influence the conversation withcandidates. If you don’t, others will.3 reasons to invest in your talent brand1Eda Gultekin, What’s the Value of Your Employment Brand?, 1, 2011) .
  5. 5. | 5What’s talent brand?The term “employer brand” has been around for awhile, but social media has radically changed the game.Your employer brand was the messaging you pushedto the marketplace and periodically refreshed.Today that messaging is digested and amplified –or questioned aloud – in real time based on people’sexperiences with your company.Your talent brand is the highly social, totally publicversion of your employer brand that incorporateswhat talent thinks, feels, and shares about yourcompany as a place to work.Today’s best corporate career sites feature employeessharing what it’s like to work there. For the darkerside of talent brand, check out blogs and onlinecommunities where you don’t control the message.2LinkedIn Talent Solutions, The State of Employer Branding, 2012), 8, 13.Global talent brand trendsof talent acquisition leaders sayemployer brand significantly impactstheir ability to hire great talent.283%of companies increased or atleast maintained their talentbrand investment in 2012.91%
  6. 6. Don’t be daunted.We’re here to help.I’m a small company. Do I have a talent brand?Every company has a talent brand. What do candidates findwhen they Google your company? What are current and formeremployees buzzing about in chat rooms? Does your messagingmatch what others say?The good news is that there are multiple things you can do, manyof them free, to showcase what makes your company special. Andyes, you can compete with the big guns if you really focus on themost relevant talent pools.What if my company’s not that special?Chin up. Read on and be inspired. We’ll help you find the secretsauce that sets your company apart.Where do I start?With the help of a few friends - HR and talent acquisition leadersfrom around the globe, plus our in-house solutions experts –we’ve built this 5-step playbook to help you get there.Whether you’re short on time and funds, looking to establisha best-in-class talent brand, or somewhere in between, you’llfind helpful tips you can start using | 6
  7. 7. Get buy-inSTEP01
  8. 8. | 83LinkedIn Talent Solutions, The State of Employer Branding, 2012), 14.Start strong withexecutive buy-inRecruiting leaders often call the shots withemployer brand – 61% either own it outright orco-own it with another function like marketing.3No matter where the buck stops, we’ve foundcompanies with strong talent brands havethese three things going for them: buy-infrom the C-suite, data to support their case,and strong cross-functional teamwork.Before you jump in, be sure to followthese guidelines.Start at the top01Arm yourself with data02Bring partners to the table03
  9. 9. STEP01Set the stage for | 93LinkedIn Talent Solutions, The State of Employer Branding, (October 2012), 14.Start at the topYour CEO and their team must getbehind your talent brand, and committo helping promote it. Keep making thecase until they’re on board.Arm yourself with dataUniversal factsEmphasize the business impact of astrong talent brand. Read “3 reasonsto invest in your talent brand” on p.4and our “State of Employer Branding”report for ideas.LinkedIn insightsAsk your LinkedIn team to providefacts about your company’s LinkedInpresence (such as number of employeeswith profiles, aggregate number ofconnections, and more). Explain thateach profile and interaction on LinkedIncan reinforce your talent brand.Recruiting metricsIf there are areas where you’restruggling to attract strong candidates,use that data to illustrate the need fortalent brand focus.Bring partners to the tableDon’t go it alone. Your talent brandis part HR, part Marketing, partCommunications - and it’ll need ITsupport. You don’t have to knoweverything about website analytics,creative design or market segmentationwhen your coworkers do!Leverage their expertise by includingthem in a cross-functional talent brandtask force. With more skin in the game,your colleagues will help you succeed.“I probably delivered the same deck 40times, sometimes to the same audience.You will feel like a broken record but itdoesn’t sound like that on the other enduntil you start converting people.”Kara YarnotTalent Acquisition Center of Expertise, SAIC
  10. 10. Listen and learnSTEP02
  11. 11. | 11STEP02Listen up!Listen to your employees and candidates, andlisten well. Ask questions. Gather facts, opinions,and stories - the building blocks of your brand.Put aside your own biases about what you shouldhear, and seek to understand their views.Before you talk to your talent, walk in their shoesto experience your employer brand as they do.Audit your existing materialsGo through the recruitment process step by step.Review all materials a candidate can access acrossprint, online, social media, and events. Put on youremployee hat and do the same with new hirematerials, the intranet, and company events.Cover your basesStart with traditional print and digital assets, andyour official presence on social media platforms.Then review the unofficial conversations takingplace online, in places where others drive thediscussion. Use our checklist to guide you.Public• Corporate website• Graduate recruitment materials• Recruitment advertising• Live event materials• Company and Career Pages on LinkedIn• Official presence on other social platformsPrivate• Direct communications with candidatesand alumni• Company intranet• Training and development materials• Performance management processOfficialChecklist to audit your talent brand materials• Employee exit interviews• Employee LinkedIn profiles• Activity on other social media platforms(e.g., Twitter, Facebook, YouTube, Flickr)• Other online discussion forums (e.g., blogs,LinkedIn Groups, rating sites like Glassdoor)Unofficial
  12. 12. | 12STEP02Plan your researchWith an idea of what’s out there today, you’re readyto conduct research among your core audiences.Research comes in all shapes and sizes. Butregardless of your budget, here are four questionsyou need to answer:Who are your targets?01What information will you collect?02When will you engage your targets?03Where & how will you engage your targets?04of recruiters don’t understandtheir own employer brands.450%4Corporate Leadership Council, Smart Sourcing: How Talent Advisors Use SourcingIntelligence to Extend Recruiting’s Influence (2011), 38.
  13. 13. Who are yourtargets?Start with current employees – they know yourbrand best and are easiest to reach. You can’tbe everything to everyone, so think aboutwhich sub-groups are most important to you.Next, tap people outside your company. Yourcurrent employees live the reality today, butexternal talent may have a different opinion.By tenure• New hires• Current employees• Exiting employees• Re-hired employeesBy seniority• Recent graduates• Middle managers• Senior leadersBy performance• Top performersBy function• Sales/Marketing• Finance• IT, etc.By geography• Office/region• Country• ContinentTop internal audiences to listen to• Former employees• Candidates whodeclined your offer• Passive candidatesin target functions,regions or industries• College students• Vendors andconsultants• Customers and clients• Competitors• College careeradministratorsTop external audiences to listen | 13STEP02
  14. 14. | 14STEP02Look for opportunities to ask the same question to bothinternal and external talent. That will allow you tounderstand any perception gaps across those audiences.What information will you collect?Get to know the good, the bad, and the ugly. You want to know what attracts targettalent to your organization, what keeps them there, and where you can improve.Don’t be defensive: objective research will really help you articulate the strengthsand weaknesses of your talent brand.You should share employee survey results internally, to let employees know they’rebeing heard and hold yourselves accountable.• When you think about companies that hire people withyour skill set, which companies come to mind?• How familiar are you with XYZCo as a place to work?• How likely would you be to consider a job at XYZCo?• What is your overall impression of XYZCo as a placeto work?• What are the most important values you look for in a job?• Based on your knowledge of the company, where doesXYZCo do a very good job delivering on these values?• Where do you think they don’t deliver?Sample survey questions for passive candidates• What are the most important values you look for in a job?• Where does XYZCo do a good job of delivering on thesevalues?• Which important values do you feel XYZCo does notdeliver on?• What originally attracted you to join XYZCo? Where haveyour expectations been met/not met?• What’s your favorite story about working at XYZCo?• How likely would you be to recommend XYZCo asan employer?Sample survey questions for current employees
  15. 15. | 15STEP02When willyou engageyour targets?There is no hard and fast rule on whento conduct research. Employer brandpros listen continually, monitoringalignment with their corporate andconsumer brands on an ongoing basis.If your business strategy changes, yourtalent brand should be re-assessed.Challenge: Keeping employees engaged is difficult as career opportunitiesand temptations abound in a super-social and connected world.Approach: Through its annual survey, JPMorgan asked what employeesneed and want in order to stay. Mobility and development opportunitiestopped the list.Result: The company launched an extensive internal mobility program. In 10months the internal hire rated increased by 5% - significant for a companythat fills on average 75,000 positions a year. Next year’s survey will measurethe program’s impact directly, but the company ranked #1 in Europe and #2in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings.JPMorgan uses annual surveys strategically
  16. 16. | 16STEP02Where and howwill you engageyour targets?Focus groups, one-on-one interviews, and surveysare the most common research techniques. Hirea consultant if you can afford it, as people areusually more candid with someone from outsideof your organization.For internal audiencesRegular employee surveys (semi-annual or annual)are a great way to go. They don’t cost much andyou’ll be able to segment your audience easily.For external audiencesYour best bet may be partners who conductcustom research, such as Universum for collegestudents, or more general research firms likeTNS or Gallup for broader audiences.Quantitative• Surveys• Attrition data• Exit interviewsQualitative• Focus groups• One-on-one interviews• Suggestion boxesTypes of research to consider
  17. 17. | 17STEP02Putting it all togetherYou’ve audited your existing talent brand materials, thought through the candidateand employee experience, and conducted research among your highest priorityaudiences. Now it’s time to reflect on what you’ve learned.Mind the gapsWhere are the inconsistencies?Do your materials match whatyour research says?Handle the truthIf you learn somethingunfavorable, address it.Don’t attempt quick fixes:slapping a new picture onyour career site or changingyour tagline won’t cut it.Don’t get stuck on extreme comments or seniormanagement’s input if your research says otherwise.Look for patternsWhat themes bubble to thetop? Are there any majoranomalies? How does thefeedback vary by audience? 
  18. 18. Craft your approachSTEP03
  19. 19. | 19Craft yourapproachConsider what you want people to thinkabout your organization. Is it feasiblebased on the reality?How does your communicationsteam position the company?What does the company aspire tobe as an employer?What does your research tell youtalent actually thinks?Now it’s time to refine your message.What you say about yourcompany must be true foryour employees. If not, they’llsee through you and so willthe marketplace. Divideyour desired messages intothree buckets: what you candefinitely back up, what’s truein some circumstances, andwhat you’d like to say butcan’t just yet.Be realGo back to the individualstories gathered duringthe research phase. Storiesare more easily rememberedand are motivational foremployees. Those you featurewill be proud to participate.Be personalAdmit some negatives –people will believe youmore. If you want to claima message that you just can’tsay yet, identify a related onethat’s still enticing but can bedelivered without eye-rolling.Brainstorm options with yourmarketing team.Be braveThink about how to alignthis messaging with yourcompany’s overall brand.There should be strongconsistency between the two.Be consistent
  20. 20. | 20STEP03Set your goalsIt’s important to define success at the outset.Establish the baseline against which you willmeasure progress.If you’re already using LinkedIn’s Talent BrandIndex (pages 43-45), our free resource to measurehow well you’re reaching and engagingprofessionals with your talent brand, hereare three potential dimensions:Your score relative to key talent competitorsVariance by geography (e.g., What’s your TalentBrand Index score in North America vs. Europe?)Variance by key function (e.g., What’s yourscore among software engineers vs. marketers?)To learn more about your Talent Brand Indexscore, contact us at• Increase offer acceptance rate by X%• Reduce attrition by X%• Improve employee survey ratings by X%• Increase baseline familiarity with yourtalent brand in external surveys by X%• Double the number of employeeswith an optimized social presence• Increase Talent Brand Index score by X% relativeto key talent competitors or for high-priorityfunctions/ regionsSample goals for a talent brand program
  21. 21. Test drive yourmessagingDon’t make a big splash without first testingyour research findings. Tailor your messagingto different talent levels and geographic markets.Run messaging and campaign visuals by youremployees and check that they ring true.Remember to engage your senior executivesalong the way.Challenge: At a client-facing professional services firm,achieving work-life balance is often a real challenge.Approach: Aurecon’s CMO Danielle Bond worked with herHuman Capital team to shift the focus from work-life balanceto “flexibility,” which they found was just as valuable toemployees but much more attainable in their environment.Result: A talent brand that rings true, internally and externally.Aurecon promises what it can | 21STEP03
  22. 22. Promote and engageSTEP04
  23. 23. | 23STEP048 golden rules for promoting(and protecting) your talent brandWhether you share, post, tag, tweet, like, pin, or bust some other social move,it’s important to promote and protect your talent brand.Look in the mirror.Make sure that what you do (and don’t do)is what you’d like employees to emulate.Empower your employees.Lay out the goals and show thema clear, easy path to action.Inform your leadership.Use data to gain support, ease concerns,and help explain your choice of platforms.Target your messages.The more relevant your message is to a particularaudience, the greater its impact will be.Make your culture shine.It’s never just about jobs. Focus on yourpeople – their stories and emotions.Go viral.For amplified results, find creative ways to get morepeople talking about your company’s great culture.Be visual.Bold and colorful images, graphics, charts,and videos can bring your brand to life.Don’t bite off more than you can chew.Show that your efforts are scalable and sustainableon one platform before moving on to another.
  24. 24. How to promoteand engage onLinkedInWe’re biased of course, but LinkedIn isthe natural place to start building yourtalent brand. Our 200 million+ membersuse LinkedIn to engage in professionalconversations, share work-related stories,and research their next employer.There’s a wealth of free and paid LinkedIntools you can use to showcase yourcompany as a great place to work. Hereare 10 ways to boost your talent brandon LinkedIn.We’ll cover these tips in greater detailthroughout this | 24STEP04Upgrade your profile01Help your team update their profiles02Brand through LinkedIn job postings03Spruce up your Company Page04Reach key talent pools with targeted status updates05Launch your Career Page06Leverage ad space on your employee profiles07Convert your team into talent brand ambassadors08Make it interactive with APIs and Groups09Go above and beyond10
  25. 25. | 25STEP04Upgrade your profileThe #1 activity on LinkedIn is checking out profiles.Your profile is the first place a candidate will goafter receiving your InMail, so it represents aprime branding opportunity.Set up your own profile as a model for employees,and have the rest of the recruiting team follow suit.Treat personal status updates like a megaphoneto further spread the word about your company.Targeted Status Update Tips on page 31.Challenge: Leadership feared that getting more employeeson LinkedIn would enable competitors to poach themmore easily.Approach: The talent acquisition team presented theunchanged pre- and post-attrition rates to leadership.Result: Leadership bought in to the network, built their ownprofiles, and became more active themselves, strengtheningthe value of it even further.SAIC turns to data to ease concerns
  26. 26. The anatomy of a well-brandedrecruiting | 26STEP04Stacy TakeuchiDirector of Talent Acquisition – Connecting Talentwith Opportunity at Universal Technical Institute277connectionsSUMMARYAt UTI, we change the world one life at a time by helping students achieve the careerof their dreams—it’s the underlying inspirational reason for our existence and thereason we come to work everyday. Working at UTI is challenging, constantlychanging and a place where you can make a real difference in others’ lives and inyour own career as Contact InfoWe’re Hiring Great People! »UTI Careers YouTube Channel »Take a Tour of Our Home Office »Linksto branded destinationsKiller summaryWritten in the first person,oozing with passionEngaging, friendly pictureWho wouldn’t want towork with Stacy?Descriptive headlinethat goes beyond the titleOther features we like:• Core skills, endorsedby your network• Volunteer experiences• Just enough on priorpositions to buildcredibility
  27. 27. | 27STEP04Help your teamupdate their profilesCoach your team to make the most of theirLinkedIn profiles. Every employee on LinkedInis an opportunity to brand your company asa great place to work.Challenge: No budget? No problem. Stacy Takeuchi andthe team at Universal Technical Institute adopted a highlysuccessful grassroots approach to upgrading their team’spresence on LinkedIn.Approach: With the exec team’s blessing, UTI hosted a seriesof brown bag lunches to help hiring managers create a strongfirst impression for candidates.Results: The informal lunches helped employees overcometheir anxieties about what to say on their profiles – “I don’twant it to seem like I’m looking for a job”.Upgrading workforce profiles, brown bag-style
  28. 28. | 28STEP04Grooming a global teamof brand championsChallenge: Given the size and distribution of Dell’s organization, Brent Amundsonand his team needed to create a structured program to succeed.What worked: They established a certification process (SMaC University - Social Mediaand Communication) to help employees talk about the Dell brand.Key program features:• Kick-off class introducing five overarching social media principles• Strategy courses on individual platforms feature interactive case studiesand scenario-specific tips• Centralized storage of training materials and dedicated forum for questions/feedback• Sponsored regional launches around the world in which employees learn fromoutside expertsWhy it worked: Training was optional, but those who opted in had to stay the course.Strong executive support helped raise the program’s profile.Results: Since July 2010, more than 5,000 employees have been trained.Dell trains global employees at scale“We empower our employees to be brandevangelists through our comprehensivesocial media training program. Wehelp build our external brand by givingemployees the tools and guidelinesthey need to communicate on behalf ofthe company. It’s a lot of work, but thepayoff is huge.”Brent AmundsonDell
  29. 29. Showcase the position’s impact.Passive candidates are 120% more likely to want to makean impact.5Your jobs on LinkedIn will be seen by passivecandidates, so get them excited about the potentialof the role.Brand through LinkedIn job postingsEvery LinkedIn job posting is a branding opportunity, thanks to our millions of active job seekersand precision targeting to both active and passive candidates.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.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.”Try a conversational tone.Marketing is usually more effective when you writelike you would speak to your audience: simple, direct,and friendly.6 tricks for an irresistible job description on | 29STEP045LinkedIn Talent Solutions, Getting To Know Passive Talent, (May 2012).50% of all job applications via LinkedIn are generatedby recommendation engines like “Jobs You May BeInterested In” rather than job searches.Give high-priority positions extra oomph.Use Sponsored Jobs to showcase key positions totargeted talent. Simply bid the amount you want to pay.
  30. 30. | 30STEP04Spruce up yourCompany PageWell over 100 million professionals come toLinkedIn every month, so an official presence onthe platform is critical. Make sure your CompanyPage reflects your overall brand and providesa unified experience for your audience.LinkedIn Company Pages are now optimized formobile devices – which is important since over27% of LinkedIn’s unique monthly visitors comethrough mobile apps.5 tips to jumpstart your Company PageTalk to your marketing team and coordinateyour approach.01Add an image that welcomes visitors to yourpage and showcases your brand.02Post status updates to start a conversationwith your target audiences.03Add products/services and solicit recommendationsso people can learn about what you have to offer.04Feature relevant groups to attract a broaderaudience and extend your reach.05Netherlands-based Exact has over 300recommendations for the top products on itsLinkedIn Company Page.
  31. 31. | 31STEP04Reach key talentpools with targetedstatus updatesCompany Page followers have a strong interest incareer opportunities, making targeted status updates agreat, free way for interested professionals to engagewith your talent brand.71% of company followers on LinkedIn areinterested in career opportunities at companiesthey follow.6Tips for targeted status updatesDon’t bombard your followers with links to jobopenings. Share relevant news stories about yourcompany, employee interviews from your blog, andmore. Aim for 2-3 status updates per week to start.Mix it upSketch out what you’ll say in advance and builda dialogue with your followers.Have a planRemember the messaging you’re trying to get acrossand think about how to incorporate it into your updates.Stay on brand6Sam Gager, The Truth About Followers and Connections: Key Reasons to Cultivate Yours, (January 15, 2013).
  32. 32. | 32STEP04Launch your Career PageYour Career Page is the central hub for your talent brand activity on LinkedIn. Use videos, banners,and employee spotlights to showcase your culture and what it means to work there. Buy the adspace on your own Company Page overview to drive people to your Career Page.Think visually.Use images to give a real-world glimpse into your organization.Think digitally.Whatever you say, keep it brief. Content from your glossy graduaterecruitment brochure may not make sense online, where attentionspans are shorter.Think video.You’ll be able to engage candidates more deeply if they hear realpeople tell their own stories, so make video a core part of your strategy.Think customized.Adapt your content to viewers based on their LinkedIn profiles. You cantarget your Career Pages based on a candidate’s job function, industry,geography, and more.• Work, Life, Benefits @ ZapposZappos devotes an entire YouTube channelto showcasing its• Starbucks JobsStarbucks has also amassed a series of videoson talent brand topics as “What it’s like to bea Starbucks Partner”• BP shares real employee experiencesIn 2012, as part of its new graduate programcampaign, BP profiled local employees toprovide an authentic insight into working at talent brand video examples
  33. 33. Home Careers Products InsightsSTEP04STEP04The anatomy of a successfulCareer | 33Expedia Careers Follow36,894 followersJOBS AT EXPEDIAPEOPLE AT EXPEDIAWhere will you go with Expedia?Connect with us to start today.WORK AT EXPEDIAAt Expedia, we have the freedom to beourselves and let our personalities comeout—and that’s what San Francisco is allabout. We are a quick moving companywhere anyone’s idea can become theSee more jobs at Expedia »View all employees »Bold, memorable visualswith lively colorsArresting copythat grabs the readerMultiple page versionshighly targeted tovisiting talentCustom Adswith a branded lookFocus on employeesthrough videosand quotes thatemphasize culture
  34. 34. Leverage ad space on employee profilesEvery interaction someone has with your employees on LinkedIn is an opportunity to promote yourtalent brand. Since the #1 activity on LinkedIn is checking out profiles, more companies are takingadvantage of this traffic to promote career opportunities.Work with Us Ads allow you to purchase the ad space in the top right corner of every employee’sLinkedIn profile. Click-through rates on these ads are typically 20x the industry average!In most cases there’s no creative work required. Choose from these | 34STEP04“Follow Us”Encourage the viewer tofollow your company sothey can stay informed viacompany status updates.Follow Company XGrow your career byfollowing Company X“Picture Yourself”Invite the viewer topicture themselves at thecompany – complete withtargeted job function, theirpicture, and the option tofollow your company.View JobsPicture yourselfat Company X“Work With Us”Display a targeted set ofjob openings every timesomeone looks at oneof your employees.Work with usat Company XApply Now“Internal Hiring”Many employeeslook at their coworkers’profiles. Get brandedcompany messages infront of your own peoplefor internal hiring.YOURCREATIVEHERECustom AdsShow a branded ad withyour look and feel, thatdirects people back toyour corporate career siteor LinkedIn Career Page.
  35. 35. | 35STEP047Dina Medeiros, How CEO Marc Benioff Turned Employees Into BrandAmbassadors, (December 11, 2012).Convert your teaminto talent brandambassadorsEmployees are your unofficial marketers andrecruiters. Show them the way! Train them howto use LinkedIn and other social media to bestrepresent your talent brand. Periodically remindthem of the opportunity and call out those doinga really stellar job.Challenge: needed to steadily recruit acrossfunctions, especially account executives and sales engineers.Approach: Kate Israels, the company’s program manager forTalent Acquisition, asked CEO Marc Benioff to rally the team.Results: Inspired by one email from Marc, within 24 hoursthe sales team doubled their usual LinkedIn status updates,visible to 159,000 professionals at over 40,000 companies,resulting in potential reach to 38,000 sales professionals.Employee referrals from Sales spiked 60% in one week.7Spurring a 60% sales referral increaseTo: All Sales WorldwideSubject: Get Social and Spread the WordAs we work to become a $10 billion company, we need to grow our world-class sales team–and you can help us do that by connecting us to amazingpeople like yourself. We’ve put together a few posts that we’d love for youto share with your networks. This is a great way for you to help us buildSample update: I’m in my #dreamjob at and we’re hiring!Check out open positions here:
  36. 36. | | 36STEP044 tips for turning employeesinto ambassadorsMore than half of all employees are proud of their company and gladto tell people about it.8Here’s a handful of tips to enable your team,courtesy of our friends at TNS Employee Insights.For more on unleashing employees as ambassadors, view our SlideSharepresentation in conjunction with TNS at Talent Solutions and TNS Employee Insights, 4 Essential Tips to Convert YourEmployees to Talent Brand Ambassadors, (January 29, 2012).“When you have no budget for your talent brand,everyone has to be a talent brand ambassador for you.”Stacy TakeuchiDirector of Talent Acquisition, UTIEducate employees on your brand.The more connected they are to the brand, the betterambassadors they’ll be.Ensure your executives are on board.Get C-suite support to drive widespread participation.Encourage share and tell.Share authentic stories, pictures, and company eventsacross a variety of media so your employees (andfollowers) can repost and drive viral discussion.Monitor for success.Measure engagement and create action plans tobuild your foundation of engaged, enthusiastic brandambassadors.
  37. 37. Embed “Follow” buttons in these places to expandyour audience and drive social interaction:• Your website• All candidate communications• Employee signatures and profilesGrow your base with “Follow” buttonsVisitors to Disney’s corporate careers site instantly seeany employees in their LinkedIn network, providing amore welcoming path into the organization. A friendlyface may be just the thing you need to drive applications.Show talent who they know with Company InsiderJoin industry Groups and associations on LinkedInand other social media. Divide and conquer with yourteam to cover key groups. Be proactive and thoughtful –ask questions, offer advice, and share stories.Hang out with target talent in LinkedIn | 37STEP04Make itinteractive withAPIs and GroupsGone are the days when you could pushyour campaign message out and watch qualityjob applications fly in. Today’s candidatesexpect a two-way conversation, with contextand personalization.Leveraging LinkedIn tools including APIs andGroups is a great shortcut to drive relevancyand interaction. To download free “Follow”buttons and the Company Insider widget,go to ‘Follow’ buttons in smart placeshelped Unilever grow its LinkedIn follower basefrom 40K to 235K in just 10 months.99Leela Srinivasan, Secrets of Employer Branding Leaders: Unilever, http://talent.linkedincom/blog/index.php/2012/08/employer-branding-unilever/ (August 21, 2012).
  38. 38. | 38STEP04Embracethe powerof discussionChallenge: Conservative reputation and practices were hampering Pfizer’stalent attraction and engagement efforts in Latin America.Approach:1. Innovate: Changed mindset and gave up reliance on traditionaljob boards, headhunters, and print ads; adopted newer socialmedia tactics.2. Expose: Made the company’s culture more visible in order to inspirecandidates and employees, and to strengthen their emotionalconnections with the company.3. Engage: Trained talent acquisition team in three social media platforms,with a focus on establishing career Groups on LinkedIn. Hired socialmedia guru to ensure content stayed fresh and went beyond justjob descriptions.Results:• ROI improved – candidates were more engaged and employeeswanted to stay more.• Efforts contributed to its #21 Most InDemand Employer ranking.10• Hiring managers were happier and the recruiting team had more fun!Pfizer transforms its talent brand in Latin America10LinkedIn, InDemand Employer Rankings, (October 2012).11LinkedIn Talent Solutions and TNS Employee Insights, 4 EssentialTips to Convert Your Employees to Talent Brand Ambassadors, (January 29, 2012).Nearly 80% of LinkedIn members want to connect with thecompanies in their lives.11
  39. 39. | 39STEP04Go above and beyondHere are three tools to help you take your talent brand to the next level.Video AdsWe already discussed the merits ofvideo as a way of showcasing yourtalent brand (p. 32). Consider leveragingvideo in ad modules to share withLinkedIn members what it’s like towork at your organization.Annual branding campaignsusing Recruitment AdsAre you opening a new office in Brazil?Are you ramping up your sales force?Best-in-class companies craft an annualengagement strategy to keep theirbrand and opportunities in front ofpassive talent. There are many types oftargeted advertising vehicles to choosefrom. Work with your LinkedIn teamto devise a plan.Sponsored GroupsWant to take your LinkedIn Groupsinvolvement to the next level? Set upyour own sponsored group to drivedialogue with target talent. Chooseyour level of sponsorship basedon your culture, goals, and budget.It’s important to target the types ofindividuals you’d like to engage,invite them in, and help keep thegroup vibrant.
  40. 40. | 40STEP04LinkedIn tools at a glanceNo matter where you are in your talent brand journey – starting out, making a modest investmentor going all out for best-in-class branding – we have the tools for you.Making a modestinvestmentBest-in-classbrandingStarting outProfileupgradesSponsoredGroupsCompanyPageTargetedstatusupdatesAPIsGroupsJobSlotsGold/PlatinumCareerPageWorkWithUsVideoAdsRecruitmentAdsSponsoredJobsSilverCareerPageFree LinkedIn tools LinkedIn Talent SolutionsTalentbrandstage
  41. 41. | 41STEP04Other social platforms to exploreWe know LinkedIn isn’t the only game in town. Here’s a summary of the other major options.Remember, don’t build a presence on a platform if you can’t spend the time to manage it.Talent brandlimitationsTalent brandbenefitsTwitter Facebook YouTube SlideShare PinterestHighly viral andconversationalRe-tweets canincrease trustand credibilityas an employerChatty platform forshowing company’sinformal side – forinstance, wackyphotos from theholiday partyAuthenticity –can showcase realemployees tellingreal storiesReally good videoscould go viralStrong professionalcontextStrong SEO platformAllows you to hostlonger-form contentand embed in ablog or siteVisual focus –images, charts,and graphics canenliven your brandNo professionalfocus; lots of noiseCharacter limitsNeed to gobeyond tweetingjobs to engageSocial, notprofessionalnetwork – mostpeople choosenot to mix socialand professionalidentitiesCan be veryresource-intensiveto produce videoMay requireoutside helpGrowing a followingtakes timeBest used inconjunction withLinkedIn, Facebook,and/or TwitterNot a professionalplatformLimiteddemographics(mainly women18-34)
  42. 42. Measure and adjustSTEP05
  43. 43. | 43STEP0512LinkedIn Talent Solutions, The State of Employer Branding, 2012), 20.How do you knowif your talent brandstrategy is working?The most typical tool to measure employer brandis third-party research, which can be expensive.Here are some alternate metrics that you canmonitor to better understand the impact ofyour talent brand initiatives.Only one-third of talent acquisition leaders saythey consistently measure their employer brands.12• Your offer acceptance rate goes up• Employee retention increases• Internal surveys confirm your employees areexcited about your company as a place to workIn-house• Traffic to your employee video stories goes up• You double the number of employees withan optimized social presenceOnline• Your Talent Brand Index score rises versus your peersand in the segments that you care most aboutTalent Brand IndexKey indicators of talent brand success
  44. 44. How does the Talent Brand Index work?Talent Brand Index allows you to understand how successfully you are engaging talent on LinkedIn.The index is based on the billions of interactions that take place on our platform each year.We use two measures to calculate your Talent Brand Index score: reach and | 44STEP05You engage professionals withyour talent brand when they:• Research your Company/Career Pages• Follow your company• View and apply for your jobs01You reach professionals withyour talent brand when they:• View your employee profiles• Connect with your employees02Your Talent Brand Indexscore shows:What percentage of professionalswho know about you as a placeof work have a real interest03TALENT BRAND ENGAGEMENT TALENT BRAND REACH TALENT BRAND INDEX=There were 15 billioninteractions on LinkedInin 2012.
  45. 45. | 45STEP05Talent BrandIndex in actionYou can use Talent Brand Index tomeasure the success of your employerbranding efforts on several dimensions.See our examples on the right.Based on this knowledge, you can investyour time in improving your talent brandin the segments that matter most.We provide these insights to ourclients at no charge. To start measuringthe effectiveness of your talent brandon LinkedIn today, contact your accountrep or email #3Competitor #2Your CompanyCompetitor #1Versus key peers9%11%14%15%FranceBrazilUKUSAcross geographies12%13%15%19%EngineeringOperationsMarketingSales15%18%18%23%Over time11%12%13%14%10%Across functions
  46. 46. | 469 talent brand warning signsHere are some common obstacles and our quick tips on how to approach them.You don’t know where to start.Listen, observe, and talk to industrypeers outside your organization.Your company is nota household name.Raise grassroots awareness via socialplatforms and target messages toyour most relevant audience(s).Leadership is indifferent,resistant or even cynical.Understand what fuels the push-back,link your goals to the bottom line, andbuild credibility with small-scale wins.You are overwhelmed byyour talent brand to-do list.Partner with Marketing andCommunications. Ask for theirguidance, input and co-ownership.Your messaging is similarto your competition’s.Dig deeper in your research to findfresh angles, and seek out extraordinaryemployee stories.Your global company hasemployees from a wide rangeof geographies and cultures.Prioritize your audiences and testmessages to ensure that theyresonate well.You don’t know how to turnemployees into ambassadors.Tap your biggest champions first,educate them on the brand, and offerincentives to motivate them further.You’re not sure if your talentbranding efforts are havingan impact.Set goals up front and measureyour efforts against them.You’re not sure when yourtalent brand needs a refresh.Learn from and act on the feedbackyou collect, and monitor any changesin core business goals.Pages 11-17Pages 8-9, 23-41Pages 27-28, 35-36Pages 8-17Pages 13, 21Pages 11-17Pages 23-41Pages 12-17Pages 20, 43-45
  47. 47. • Upgrade your profile• Upgradeemployee profiles• Brand through Jobs• Spruce up yourCompany Page• Leverage targetedstatus updates• Launch yourCareer Page• Leverage ad spaceon employee profiles• Turn your teaminto talent brandambassadors• Make it interactivewith APIs/Groups• Go aboveand beyond• Choose your keyindicators• Explore Talent BrandIndex• Start at the top• Arm yourself withcompelling data• Bring partnersto the tableSTEP 01Get buy-in• Audit yourexisting materials• Conduct researchbased on who, what,when, where & how• Be real• Be personal• Be brave• Be consistent• Set your goals• Test drive yourmessagingSTEP 02Listen and learnSTEP 03Craft your approachSTEP 04Promote and engageSTEP 05Measure and | 47Let your talent brand journey begin!We’ve covered a lot in this playbook, so here’s a recap. We hope you’vefound some useful tips and inspiration to get you off to a strong start.
  48. 48. AdditionalresourcesTo help you begin your talent brand journey,we’ve gathered some additional resourcesto ensure your success.We wish you the very best of luck in buildinga strong, vibrant and authentic talent brand!Keep in touch by sending your success storiesand questions to | 48The State of Employer Your Employer Brand Essential Tips to Convert Your Employeesto Talent Brand’s the Value of Your Employment Brand? Mindset Passive Talent Truth About Followers and
  49. 49. Noortje ten HoopeCorporate RecruiterExactLopa GoreGlobal Employer Brand LeadBPEllie ShephardGlobal Recruiting Program Manager | 49Brent AmundsonExecutive Director Global Talent AcquisitionDellPaul MaxinDirector of Global ResourcingUnileverJeremy LanghansTalent Acquisition ManagerExpedia, Inc.Kate IsraelsProgram Managersalesforce.comKara YarnotVP Talent AcquisitionSAICStacy TakeuchiDirector of Talent AcquisitionUTIPhil HendricksonManager of Global Talent Sourcing StrategyStarbucksChrista FoleySenior HR ManagerZappos.comDanielle BondCMOAureconDawn WilsonEnterprise Recruitment Marketing ManagerThe Walt Disney CompanyChristian JaramilloTalent Acquisition ManagerMexico, Central America & CarribeanPfizerTalent Brand Hall of FameThroughout this playbook we’ve woven in best practices andadvice from these talent acquisition leaders and companies.
  50. 50. | 50About LinkedInTalent SolutionsFounded in 2003, LinkedIn connects the world’sprofessionals to make them more productiveand successful. With over 200 million membersworldwide, including executives from everyFortune 500 company, LinkedIn is the world’slargest professional network. LinkedIn TalentSolutions offers a full range of recruiting solutionsto help organizations of all sizes find, engageand attract the best talent.Follow us on Twitter@hireonlinkedinFollow us on presentations on us directlyTBplaybook@linkedin.comSee more details on our
  51. 51. So, that’s it! Ready to get started? Great!Go to to beginyour talent brand journey today.And remember – we’re always here to help!Just contact us at TBplaybook@linkedin.comif you have any questions.