LinkedIn Employer Brand Playbook


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LinkedIn Employer Brand Playbook

  1. 1. Employer Brand Playbook5 Steps to Crafting a Highly Social Talent Brand
  2. 2. Table of contents STEP Reasons to Invest in Your Talent Brand Measure and Adjust 04 05 42STEP Get Buy-In 9 Talent Brand Warning Signs01 07 46STEP Listen and Learn Let the Talent Brand Journey Begin02 10 47STEP Craft Your Approach Additional Resources03 18 48STEP Promote and Engage The Talent Brand Hall of Fame04 22 49 | 2
  3. 3. Index of useful facts and figures3 Reasons to Invest in Your Talent Brand 04Global Talent Brand Trends 05Checklist to Audit Your Talent Brand Materials 11Top Audiences to Listen to 13Sample Survey Questions for Employees and Passive Candidates 14Types of Research to Consider 16Sample Goals for a Talent Brand Program 208 Golden Rules for Promoting (and Protecting) Your Talent Brand 236 Tricks for an Irresistible Job Description on LinkedIn 29Tips to Jumpstart Your Company Page 30Tips for Targeted Status Updates 314 Tips for Turning Your Employees into Talent Brand Ambassadors 36Tools at a Glance 409 Talent Brand Warning Signs 46 | 3
  4. 4. 3 reasons to invest in your talent brandIntroduction You’ll spend less on hiring. LowerIs your company considered a great place to ✓ your cost per hire by as much as 50%.1work? 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. ✓ You’ll boost retention. Reduce employee turnover by up to 28%.1The bottom line impact is real: a strong talent brandreduces cost per hire by up to 50% and lowers You’ll influence the conversation withturnover rates by 28%.1 ✓ candidates. If you don’t, others will.1 Eda Gultekin, What’s the Value of Your Employment Brand?, (December 1, 2011) . | 4
  5. 5. What’s talent brand?The term “employer brand” has been around for awhile, but social media has radically changed the game. Global talent brand trendsYour employer brand was the messaging you pushedto the marketplace and periodically refreshed. 91%Today that messaging is digested and amplified – of companies increased or ator questioned aloud – in real time based on people’s least maintained their talentexperiences with your company. brand investment in 2012.Your talent brand is the highly social, totally publicversion of your employer brand that incorporateswhat talent thinks, feels, and shares about your 83% of talent acquisition leaders saycompany as a place to work. employer brand significantly impacts their ability to hire great talent.2Today’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.2 LinkedIn Talent Solutions, The State of Employer Branding, (October 2012), 8, 13. | 5
  6. 6. Don’t be daunted.We’re here to help.I’m a small company. Do I have a talent brand? What if my company’s not that special?Every company has a talent brand. What do candidates find Chin up. Read on and be inspired. We’ll help you find the secretwhen they Google your company? What are current and former sauce that sets your company apart.employees buzzing about in chat rooms? Does your messagingmatch what others say? Where do I start?The good news is that there are multiple things you can do, manyof them free, to showcase what makes your company special. And With the help of a few friends - HR and talent acquisition leadersyes, you can compete with the big guns if you really focus on the from around the globe, plus our in-house solutions experts –most relevant talent pools. we’ve built this 5-step playbook to help you get there. Whether you’re short on time and funds, looking to establish a best-in-class talent brand, or somewhere in between, you’ll find helpful tips you can start using today. | 6
  7. 7. STEP 01Get buy-in
  8. 8. STEP 01Start strong withexecutive buy-inRecruiting leaders often call the shots with 01 Start at the topemployer brand – 61% either own it outright orco-own it with another function like marketing.3No matter where the buck stops, we’ve found 02 Arm yourself with datacompanies with strong talent brands havethese three things going for them: buy-in 03 Bring partners to the tablefrom the C-suite, data to support their case,and strong cross-functional teamwork.Before you jump in, be sure to followthese guidelines.3 LinkedIn Talent Solutions, The State of Employer Branding, (October 2012), 14. | 8
  9. 9. STEPSet the stage for success 01 ✓ ✓ ✓ Start at the top Arm yourself with data Bring partners to the table Your CEO and their team must get Universal facts Don’t go it alone. Your talent brand behind your talent brand, and commit Emphasize the business impact of a is part HR, part Marketing, part to helping promote it. Keep making the strong talent brand. Read “3 reasons Communications - and it’ll need IT case until they’re on board. to invest in your talent brand” on p.4 support. You don’t have to know and our “State of Employer Branding” everything about website analytics, report for ideas. creative design or market segmentation when your coworkers do! LinkedIn insights Ask your LinkedIn team to provide Leverage their expertise by including facts about your company’s LinkedIn them in a cross-functional talent brand presence (such as number of employees task force. With more skin in the game, with profiles, aggregate number of your colleagues will help you succeed. connections, and more). Explain that each profile and interaction on LinkedIn “I probably delivered the same deck 40 can reinforce your talent brand. times, sometimes to the same audience. You will feel like a broken record but it Recruiting metrics doesn’t sound like that on the other end If there are areas where you’re until you start converting people.” struggling to attract strong candidates, Kara Yarnot use that data to illustrate the need for Talent Acquisition Center of Expertise, SAIC talent brand focus.3 LinkedIn Talent Solutions, The State of Employer Branding, (October 2012), 14. | 9
  10. 10. STEP 02Listen and learn
  11. 11. STEP 02Listen up! Checklist to audit your talent brand materialsListen to your employees and candidates, andlisten well. Ask questions. Gather facts, opinions, Officialand stories - the building blocks of your brand.Put aside your own biases about what you should Public • Corporate websitehear, and seek to understand their views. • Graduate recruitment materials • Recruitment advertisingBefore you talk to your talent, walk in their shoes • Live event materialsto experience your employer brand as they do. • Company and Career Pages on LinkedIn • Official presence on other social platformsAudit your existing materials Private • Direct communications with candidatesGo through the recruitment process step by step. and alumniReview all materials a candidate can access across • Company intranetprint, online, social media, and events. Put on your • Training and development materials • Performance management processemployee hat and do the same with new hirematerials, the intranet, and company events. UnofficialCover your basesStart with traditional print and digital assets, and • Employee exit interviews • Employee LinkedIn profilesyour official presence on social media platforms. • Activity on other social media platformsThen review the unofficial conversations taking (e.g., Twitter, Facebook, YouTube, Flickr)place online, in places where others drive the • Other online discussion forums (e.g., blogs,discussion. Use our checklist to guide you. LinkedIn Groups, rating sites like Glassdoor) | 11
  12. 12. STEP 02Plan 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: 50% of recruiters don’t understand 01 Who are your targets? their own employer brands.4 02 What information will you collect? 03 When will you engage your targets? 04 Where & how will you engage your targets?4 Corporate Leadership Council, Smart Sourcing: How Talent Advisors Use Sourcing Intelligence to Extend Recruiting’s Influence (2011), 38. | 12
  13. 13. STEP 02 Top internal audiences to listen to By tenure By function • New hires • Sales/Marketing • Current employees • FinanceWho are your • Exiting employees • Re-hired employees • IT, etc. By geographytargets? By seniority • Recent graduates • Middle managers • Office/region • Country • ContinentStart with current employees – they know your • Senior leadersbrand best and are easiest to reach. You can’t By performancebe everything to everyone, so think about • Top performerswhich sub-groups are most important to you.Next, tap people outside your company. Your Top external audiences to listen tocurrent employees live the reality today, butexternal talent may have a different opinion. • Former employees • Vendors and • Candidates who consultants declined your offer • Customers and clients • Passive candidates • Competitors in target functions, • College career regions or industries administrators • College students | 13
  14. 14. STEPWhat information will you collect? 02Get 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. Sample survey questions for current employees Sample survey questions for passive candidates • What are the most important values you look for in a job? • When you think about companies that hire people with • Where does XYZCo do a good job of delivering on these your skill set, which companies come to mind? values? • How familiar are you with XYZCo as a place to work? • Which important values do you feel XYZCo does not • How likely would you be to consider a job at XYZCo? deliver on? • What is your overall impression of XYZCo as a place • What originally attracted you to join XYZCo? Where have to work? your expectations been met/not met? • What are the most important values you look for in a job? • What’s your favorite story about working at XYZCo? • Based on your knowledge of the company, where does • How likely would you be to recommend XYZCo as XYZCo do a very good job delivering on these values? an employer? • Where do you think they don’t deliver? Look for opportunities to ask the same question to both internal and external talent. That will allow you to understand any perception gaps across those audiences. | 14
  15. 15. STEP 02When will JPMorgan uses annual surveys strategicallyyou engage Challenge: Keeping employees engaged is difficult as career opportunities and temptations abound in a super-social and connected world.your targets? Approach: Through its annual survey, JPMorgan asked what employees need and want in order to stay. Mobility and development opportunities topped the list.There is no hard and fast rule on whento conduct research. Employer brand Result: The company launched an extensive internal mobility program. In 10pros listen continually, monitoring months the internal hire rated increased by 5% - significant for a company that fills on average 75,000 positions a year. Next year’s survey will measurealignment with their corporate and the program’s impact directly, but the company ranked #1 in Europe and #2consumer brands on an ongoing basis. in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings.If your business strategy changes, yourtalent brand should be re-assessed. | 15
  16. 16. STEP 02Where 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 are Types of research to considerusually more candid with someone from outsideof your organization. Quantitative Qualitative • Surveys • Focus groupsFor internal audiences • Attrition data • One-on-one interviews • Exit interviews • Suggestion boxesRegular 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. | 16
  17. 17. STEPPutting it all together 02You’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 gaps Look for patterns Handle the truth Where are the inconsistencies? What themes bubble to the If you learn something Do your materials match what top? Are there any major unfavorable, address it. your research says? anomalies? How does the Don’t attempt quick fixes: feedback vary by audience?  slapping a new picture on your career site or changing your tagline won’t cut it. Don’t get stuck on extreme comments or senior management’s input if your research says otherwise. | 17
  18. 18. STEP 03Craft your approach
  19. 19. STEP 03Craft your Be real Be personalapproach What you say about your company must be true for your employees. If not, they’ll Go back to the individual stories gathered during the research phase. StoriesConsider what you want people to think see through you and so will are more easily remembered the marketplace. Divide and are motivational forabout your organization. Is it feasible your desired messages into employees. Those you featurebased on the reality? three buckets: what you can will be proud to participate. definitely back up, what’s true in some circumstances, and How does your communications what you’d like to say but can’t just yet. team position the company? What does the company aspire to Be brave Be consistent be as an employer? Admit some negatives – Think about how to align people will believe you this messaging with your more. If you want to claim company’s overall brand. What does your research tell you a message that you just can’t There should be strong talent actually thinks? say yet, identify a related one consistency between the two. that’s still enticing but can be delivered without eye-rolling.Now it’s time to refine your message. Brainstorm options with your marketing team. | 19
  20. 20. STEP 03Set your goalsIt’s important to define success at the outset.Establish the baseline against which you willmeasure progress. Sample goals for a talent brand programIf you’re already using LinkedIn’s Talent Brand • Increase offer acceptance rate by X%Index (pages 43-45), our free resource to measurehow well you’re reaching and engaging • Reduce attrition by X%professionals with your talent brand, here • Improve employee survey ratings by X%are three potential dimensions: • Increase baseline familiarity with your talent brand in external surveys by X% Your score relative to key talent competitors • Double the number of employees with an optimized social presence • Increase Talent Brand Index score by X% relative Variance by geography (e.g., What’s your Talent to key talent competitors or for high-priority functions/ regions Brand Index score in North America vs. Europe?) Variance by key function (e.g., What’s your score among software engineers vs. marketers?) To learn more about your Talent Brand Index score, contact us at | 20
  21. 21. STEP 03Test drive your Aurecon promises what it can delivermessaging Challenge: At a client-facing professional services firm, achieving work-life balance is often a real challenge.Don’t make a big splash without first testing Approach: Aurecon’s CMO Danielle Bond worked with heryour research findings. Tailor your messaging Human Capital team to shift the focus from work-life balanceto different talent levels and geographic markets. to “flexibility,” which they found was just as valuable toRun messaging and campaign visuals by your employees but much more attainable in their environment.employees and check that they ring true. Result: A talent brand that rings true, internally and externally.Remember to engage your senior executivesalong the way. | 21
  22. 22. STEP 04Promote and engage
  23. 23. STEP8 golden rules for promoting 04(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 your culture shine. ✓ Make sure that what you do (and don’t do) is what you’d like employees to emulate. ✓ It’s never just about jobs. Focus on your people – their stories and emotions. Empower your employees. Go viral. ✓ Lay out the goals and show them a clear, easy path to action. ✓ For amplified results, find creative ways to get more people talking about your company’s great culture. Inform your leadership. Be visual. ✓ Use data to gain support, ease concerns, and help explain your choice of platforms. ✓ Bold and colorful images, graphics, charts, and videos can bring your brand to life. Target your messages. Don’t bite off more than you can chew. ✓ The more relevant your message is to a particular audience, the greater its impact will be. ✓ Show that your efforts are scalable and sustainable on one platform before moving on to another. | 23
  24. 24. STEP 04How to promote 01 Upgrade your profileand engage on 02 Help your team update their profilesLinkedIn 03 Brand through LinkedIn job postingsWe’re biased of course, but LinkedIn is 04 Spruce up your Company Pagethe natural place to start building yourtalent brand. Our 200 million+ members 05 Reach key talent pools with targeted status updatesuse LinkedIn to engage in professionalconversations, share work-related stories, 06 Launch your Career Pageand research their next employer. 07 Leverage ad space on your employee profilesThere’s a wealth of free and paid LinkedIntools you can use to showcase yourcompany as a great place to work. Here 08 Convert your team into talent brand ambassadorsare 10 ways to boost your talent brandon LinkedIn. 09 Make it interactive with APIs and GroupsWe’ll cover these tips in greater detail 10 Go above and beyondthroughout this section. | 24
  25. 25. STEP 04Upgrade your profile SAIC turns to data to ease concernsThe #1 activity on LinkedIn is checking out profiles. Challenge: Leadership feared that getting more employeesYour profile is the first place a candidate will go on LinkedIn would enable competitors to poach themafter receiving your InMail, so it represents a more branding opportunity. Approach: The talent acquisition team presented the unchanged pre- and post-attrition rates to leadership.Set up your own profile as a model for employees,and have the rest of the recruiting team follow suit. Result: Leadership bought in to the network, built their own profiles, and became more active themselves, strengthening the value of it even further.Treat personal status updates like a megaphoneto further spread the word about your company. To drive more traffic to your profile, follow our Targeted Status Update Tips on page 31. | 25
  26. 26. STEPThe anatomy of a well-branded 04recruiting profile Stacy Takeuchi Director of Talent Acquisition – Connecting TalentEngaging, friendly picture with Opportunity at Universal Technical Institute Descriptive headlineWho wouldn’t want to that goes beyond the titlework with Stacy? Connect 277 connections Websites We’re Hiring Great People! »Links UTI Careers YouTube Channel »to branded destinations Take a Tour of Our Home Office » Contact Info Other features we like: BACKGROUND • Core skills, endorsed by your network SUMMARY • Volunteer experiencesKiller summary • Just enough on priorWritten in the first person, At UTI, we change the world one life at a time by helping students achieve the career positions to buildoozing with passion of their dreams—it’s the underlying inspirational reason for our existence and the credibility reason we come to work everyday. Working at UTI is challenging, constantly changing and a place where you can make a real difference in others’ lives and in your own career as well. | 26
  27. 27. STEP 04 Upgrading workforce profiles, brown bag-styleHelp your team Challenge: No budget? No problem. Stacy Takeuchi and the team at Universal Technical Institute adopted a highly successful grassroots approach to upgrading their team’supdate their profiles presence on LinkedIn. Approach: With the exec team’s blessing, UTI hosted a seriesCoach your team to make the most of their of brown bag lunches to help hiring managers create a strongLinkedIn profiles. Every employee on LinkedIn first impression for an opportunity to brand your company as Results: The informal lunches helped employees overcomea great place to work. their anxieties about what to say on their profiles – “I don’t want it to seem like I’m looking for a job”. | 27
  28. 28. STEPGrooming a global team 04of brand championsDell trains global employees at scaleChallenge: 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 Media “We empower our employees to be brandand Communication) to help employees talk about the Dell brand. evangelists through our comprehensive social media training program. WeKey program features: help build our external brand by giving• Kick-off class introducing five overarching social media principles employees the tools and guidelines• Strategy courses on individual platforms feature interactive case studies they need to communicate on behalf of and scenario-specific tips the company. It’s a lot of work, but the• Centralized storage of training materials and dedicated forum for questions/feedback payoff is huge.”• Sponsored regional launches around the world in which employees learn from Brent Amundson outside experts DellWhy 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. | 28
  29. 29. STEPBrand through LinkedIn job postings 04Every LinkedIn job posting is a branding opportunity, thanks to our millions of active job seekersand precision targeting to both active and passive candidates.6 tricks for an irresistible job description on LinkedIn Avoid overly-creative job titles. Showcase the position’s impact. Stick with standard titles and keywords commonly used Passive candidates are 120% more likely to want to make ✓ in profiles and job searches. This helps LinkedIn’s special algorithms match and deliver your job postings to the most relevant active and passive candidates. ✓ an impact.5 Your jobs on LinkedIn will be seen by passive candidates, so get them excited about the potential of the role. Use your job post as a talent branding vehicle. Try a conversational tone. ✓ Share the things that make your company a great place to work. Specifics like “annual chili cook-off” paint a more vivid picture than just saying “fun culture.” ✓ Marketing is usually more effective when you write like you would speak to your audience: simple, direct, and friendly. Tie the job to your LinkedIn Company Page. Give high-priority positions extra oomph. ✓ Use the drop-down list to link to your Company Page, so candidates can easily learn more about you. ✓ Use Sponsored Jobs to showcase key positions to targeted talent. Simply bid the amount you want to pay. 50% of all job applications via LinkedIn are generated by recommendation engines like “Jobs You May Be Interested In” rather than job searches.5 LinkedIn Talent Solutions, Getting To Know Passive Talent, (May 2012). | 29
  30. 30. STEP 04 5 tips to jumpstart your Company PageSpruce up your Talk to your marketing team and coordinate 01Company Page your approach. Add an image that welcomes visitors to yourWell over 100 million professionals come to 02 page and showcases your brand.LinkedIn every month, so an official presence onthe platform is critical. Make sure your CompanyPage reflects your overall brand and provides Post status updates to start a conversation 03 with your target audiences.a unified experience for your audience.LinkedIn Company Pages are now optimized for Add products/services and solicit recommendationsmobile devices – which is important since over 04 so people can learn about what you have to offer.27% of LinkedIn’s unique monthly visitors comethrough mobile apps. Feature relevant groups to attract a broader 05 audience and extend your reach. Netherlands-based Exact has over 300 recommendations for the top products on its LinkedIn Company Page. | 30
  31. 31. STEP 04 Tips for targeted status updates Mix it upReach key talent Don’t bombard your followers with links to job openings. Share relevant news stories about your company, employee interviews from your blog, andpools with targeted more. Aim for 2-3 status updates per week to start.status updates Have a planCompany Page followers have a strong interest in Sketch out what you’ll say in advance and buildcareer opportunities, making targeted status updates a a dialogue with your followers.great, free way for interested professionals to engagewith your talent brand. Stay on brand Remember the messaging you’re trying to get across and think about how to incorporate it into your updates. 71% of company followers on LinkedIn are interested in career opportunities at companies they follow.66 Sam Gager, The Truth About Followers and Connections: Key Reasons to Cultivate Yours, (January 15, 2013). | 31
  32. 32. STEPLaunch your Career Page 04Your 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. Strong talent brand video examples ✓ Think visually. Use images to give a real-world glimpse into your organization. • Work, Life, Benefits @ Zappos Zappos devotes an entire YouTube channel to showcasing its culture. Think digitally. ✓ Whatever you say, keep it brief. Content from your glossy graduate recruitment brochure may not make sense online, where attention spans are shorter. • Starbucks Jobs Starbucks has also amassed a series of videos on talent brand topics as “What it’s like to be a Starbucks Partner”. Think video. ✓ You’ll be able to engage candidates more deeply if they hear real people tell their own stories, so make video a core part of your strategy. • BP shares real employee experiences In 2012, as part of its new graduate program campaign, BP profiled local employees to provide an authentic insight into working at BP. Think customized. ✓ Adapt your content to viewers based on their LinkedIn profiles. You can target your Career Pages based on a candidate’s job function, industry, geography, and more. | 32
  33. 33. STEPThe anatomy of a successful 04Career Page Expedia Careers 36,894 followers Follow Home Careers Products InsightsBold, memorable visuals Arresting copywith lively colors that grabs the reader Where will you go with Expedia? Connect with us to start today. Multiple page versions highly targeted to visiting talent PEOPLE AT EXPEDIA View all employees » JOBS AT EXPEDIAFocus on employees Custom Adsthrough videos with a branded lookand quotes that See more jobs at Expedia »emphasize culture WORK AT EXPEDIA At Expedia, we have the freedom to be ourselves and let our personalities come out—and that’s what San Francisco is all | 33 about. We are a quick moving company where anyone’s idea can become the
  34. 34. STEPLeverage ad space on employee profiles 04Every 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 styles: Work with us Picture yourself Grow your career by at Company X at Company X following Company X YOUR CREATIVE HERE Apply Now View Jobs Follow Company X “Work With Us” “Picture Yourself” “Follow Us” “Internal Hiring” Custom Ads Display a targeted set of Invite the viewer to Encourage the viewer to Many employees Show a branded ad with job openings every time picture themselves at the follow your company so look at their coworkers’ your look and feel, that someone looks at one company – complete with they can stay informed via profiles. Get branded directs people back to of your employees. targeted job function, their company status updates. company messages in your corporate career site picture, and the option to front of your own people or LinkedIn Career Page. follow your company. for internal hiring. | 34
  35. 35. STEP 04 Spurring a 60% sales referral increase Challenge: needed to steadily recruit across functions, especially account executives and sales engineers. Approach: Kate Israels, the company’s program manager forConvert your team Talent Acquisition, asked CEO Marc Benioff to rally the team. Results: Inspired by one email from Marc, within 24 hoursinto talent brand the 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.ambassadors Employee referrals from Sales spiked 60% in one week.7Employees are your unofficial marketers andrecruiters. Show them the way! Train them how To: All Sales Worldwide Subject: Get Social and Spread the Wordto use LinkedIn and other social media to bestrepresent your talent brand. Periodically remind As we work to become a $10 billion company, we need to grow our world-them of the opportunity and call out those doing class sales team–and you can help us do that by connecting us to amazinga really stellar job. people like yourself. We’ve put together a few posts that we’d love for you to share with your networks. This is a great way for you to help us build our first-rate team and receive a nice referral bonus. Sample update: I’m in my #dreamjob at and we’re hiring! Check out open positions here: Marc7 Dina Medeiros, How CEO Marc Benioff Turned Employees Into Brand Ambassadors, ambassadors/ (December 11, 2012). | 35
  36. 36. STEP4 tips for turning employees 04into ambassadorsMore than half of all employees are proud of their company and gladto tell people about it.8 Here’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 Educate employees on your brand. ✓ Ensure your executives are on board. Get C-suite support to drive widespread participation. ✓ The more connected they are to the brand, the better ambassadors they’ll be. Encourage share and tell. Monitor for success. ✓ Share authentic stories, pictures, and company events across a variety of media so your employees (and followers) can repost and drive viral discussion. ✓ Measure engagement and create action plans to build your foundation of engaged, enthusiastic brand ambassadors. “When you have no budget for your talent brand, everyone has to be a talent brand ambassador for you.” Stacy Takeuchi Director of Talent Acquisition, UTI8 LinkedIn Talent Solutions and TNS Employee Insights, 4 Essential Tips to Convert Your Employees to Talent Brand Ambassadors, (January 29, 2012). | 36
  37. 37. STEP 04 Grow your base with “Follow” buttonsMake it Embed “Follow” buttons in these places to expand your audience and drive social interaction:interactive with • Your website • All candidate communications • Employee signatures and profilesAPIs and Groups Show talent who they know with Company InsiderGone are the days when you could pushyour campaign message out and watch quality Visitors to Disney’s corporate careers site instantly seejob applications fly in. Today’s candidates any employees in their LinkedIn network, providing aexpect a two-way conversation, with context more welcoming path into the organization. A friendlyand personalization. face may be just the thing you need to drive applications.Leveraging LinkedIn tools including APIs andGroups is a great shortcut to drive relevancy Hang out with target talent in LinkedIn Groupsand interaction. To download free “Follow”buttons and the Company Insider widget, Join industry Groups and associations on LinkedIngo to and other social media. Divide and conquer with your team to cover key groups. Be proactive and thoughtful – ask questions, offer advice, and share stories. Embedding ‘Follow’ buttons in smart places helped Unilever grow its LinkedIn follower base from 40K to 235K in just 10 months.99 Leela Srinivasan, Secrets of Employer Branding Leaders: Unilever, http://talent.linkedin com/blog/index.php/2012/08/employer-branding-unilever/ (August 21, 2012). | 37
  38. 38. STEP 04 Pfizer transforms its talent brand in Latin America Challenge: Conservative reputation and practices were hampering Pfizer’s talent attraction and engagement efforts in Latin America. Approach: 1. Innovate: Changed mindset and gave up reliance on traditionalEmbrace job boards, headhunters, and print ads; adopted newer social media tactics. 2. Expose: Made the company’s culture more visible in order to inspirethe power candidates and employees, and to strengthen their emotional connections with the company. 3. Engage: Trained talent acquisition team in three social media platforms,of discussion with a focus on establishing career Groups on LinkedIn. Hired social media guru to ensure content stayed fresh and went beyond just job descriptions. Results: • ROI improved – candidates were more engaged and employees wanted to stay more. • Efforts contributed to its #21 Most InDemand Employer ranking.10 • Hiring managers were happier and the recruiting team had more fun!10 LinkedIn, InDemand Employer Rankings, Nearly 80% of LinkedIn members want to connect with the indemand (October 2012). companies in their lives.11 LinkedIn Talent Solutions and TNS Employee Insights, 4 Essential11 Tips to Convert Your Employees to Talent Brand Ambassadors, (January 29, 2012). | 38
  39. 39. STEPGo above and beyond 04Here are three tools to help you take your talent brand to the next level. ✓ ✓ ✓ Video Ads Annual branding campaigns Sponsored Groups using Recruitment Ads We already discussed the merits of Want to take your LinkedIn Groups video as a way of showcasing your Are you opening a new office in Brazil? involvement to the next level? Set up talent brand (p. 32). Consider leveraging Are you ramping up your sales force? your own sponsored group to drive video in ad modules to share with Best-in-class companies craft an annual dialogue with target talent. Choose LinkedIn members what it’s like to engagement strategy to keep their your level of sponsorship based work at your organization. brand and opportunities in front of on your culture, goals, and budget. passive talent. There are many types of It’s important to target the types of targeted advertising vehicles to choose individuals you’d like to engage, from. Work with your LinkedIn team invite them in, and help keep the to devise a plan. group vibrant. | 39
  40. 40. STEPLinkedIn tools at a glance 04No 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. Free LinkedIn tools Profile upgrades LinkedIn Talent Solutions Targeted status Company Page Gold/Platinum Work With Us Silver Career Career Page Recruitment Sponsored Sponsored Video Ads Job Slots updates Groups Groups Page Jobs APIs Ads Starting out 7 7 7 7Talent brand stage Making a modest investment 7 7 7 7 7 7 7 7 Best-in-class branding 7 7 7 7 7 7 7 7 7 7 7 7 | 40
  41. 41. STEPOther social platforms to explore 04We 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. Twitter Facebook YouTube SlideShare Pinterest Talent brand Highly viral and Chatty platform for Authenticity – Strong professional Visual focus – benefits conversational showing company’s can showcase real context images, charts, informal side – for employees telling and graphics can Re-tweets can instance, wacky real stories Strong SEO platform enliven your brand increase trust photos from the and credibility holiday party Really good videos Allows you to host as an employer could go viral longer-form content and embed in a blog or site Talent brand No professional Social, not Can be very Growing a following Not a professional limitations focus; lots of noise professional resource-intensive takes time platform network – most to produce video Character limits people choose Best used in Limited not to mix social May require conjunction with demographics Need to go and professional outside help LinkedIn, Facebook, (mainly women beyond tweeting identities and/or Twitter 18-34) jobs to engage | 41
  42. 42. STEP 05Measure and adjust
  43. 43. STEP 05 Key indicators of talent brand success In-house • Your offer acceptance rate goes upHow do you know • Employee retention increasesif your talent brand • Internal surveys confirm your employees are excited about your company as a place to workstrategy is working? OnlineThe most typical tool to measure employer brandis third-party research, which can be expensive. • Traffic to your employee video stories goes upHere are some alternate metrics that you can • You double the number of employees withmonitor to better understand the impact of an optimized social presenceyour talent brand initiatives. Talent Brand Index • Your Talent Brand Index score rises versus your peers and in the segments that you care most about Only one-third of talent acquisition leaders say they consistently measure their employer brands.1212 LinkedIn Talent Solutions, The State of Employer Branding, (October 2012), 20. | 43
  44. 44. STEPHow does the Talent Brand Index work? 05Talent 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 engagement. 01 02 03 Talent Brand Engagement Talent Brand REACH = Talent Brand INDEX You engage professionals with You reach professionals with Your Talent Brand Index your talent brand when they: your talent brand when they: score shows: • Research your Company/ • View your employee profiles What percentage of professionals Career Pages • Connect with your employees who know about you as a place • Follow your company of work have a real interest • View and apply for your jobs There were 15 billion interactions on LinkedIn in 2012. | 44
  45. 45. STEP 05 Over time 14% 13%Talent Brand 12% 11% 10%Index in action Versus key peers Competitor #1 15%You can use Talent Brand Index tomeasure the success of your employer Your Company 14%branding efforts on several dimensions. Competitor #2 11%See our examples on the right. Competitor #3 9%Based on this knowledge, you can invest Across geographiesyour time in improving your talent brand US 19%in the segments that matter most. UK 15%We provide these insights to our Brazil 13%clients at no charge. To start measuring France 12%the effectiveness of your talent brandon LinkedIn today, contact your account Across functionsrep or email Sales 23% Marketing 18% Operations 18% Engineering 15% | 45
  46. 46. 9 talent brand warning signsHere are some common obstacles and our quick tips on how to approach them. You don’t know where to start. Leadership is indifferent, Your company is not Listen, observe, and talk to industry resistant or even cynical. a household name. peers outside your organization. Understand what fuels the push-back, Raise grassroots awareness via social link your goals to the bottom line, and platforms and target messages to build credibility with small-scale wins. your most relevant audience(s). Pages 11-17 Pages 8-17 Pages 23-41 You are overwhelmed by Your global company has Your messaging is similar your talent brand to-do list. employees from a wide range to your competition’s. Partner with Marketing and of geographies and cultures. Dig deeper in your research to find Communications. Ask for their Prioritize your audiences and test fresh angles, and seek out extraordinary guidance, input and co-ownership. messages to ensure that they employee stories. resonate well. Pages 8-9, 23-41 Pages 13, 21 Pages 12-17 You don’t know how to turn You’re not sure when your You’re not sure if your talent employees into ambassadors. talent brand needs a refresh. branding efforts are having Tap your biggest champions first, Learn from and act on the feedback an impact. educate them on the brand, and offer you collect, and monitor any changes Set goals up front and measure incentives to motivate them further. in core business goals. your efforts against them. Pages 27-28, 35-36 Pages 11-17 Pages 20, 43-45 | 46
  47. 47. Let 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. STEP 01 STEP 02 STEP 03 STEP 04 STEP 05 Get buy-in Listen and learn Craft your approach Promote and engage Measure and adjust • Start at the top • Audit your • Be real • Upgrade your profile • Choose your key existing materials indicators • Arm yourself with • Be personal • Upgrade compelling data • Conduct research employee profiles • Explore Talent Brand • Be brave based on who, what, Index • Bring partners • Brand through Jobs when, where & how • Be consistent to the table • Spruce up your • Set your goals Company Page • Test drive your • Leverage targeted messaging status updates • Launch your Career Page • Leverage ad space on employee profiles • Turn your team into talent brand ambassadors • Make it interactive with APIs/Groups • Go above and beyond | 47
  48. 48. The State of Employer Branding Why Your Employer Brand Matters 4 Essential Tips to Convert Your Employeesresources to Talent Brand Ambassadors help you begin your talent brand journey,we’ve gathered some additional resources What’s the Value of Your Employment Brand?to ensure your success. wish you the very best of luck in buildinga strong, vibrant and authentic talent brand! The Mindset DivideKeep in touch by sending your success stories questions to What Passive Talent Wants The Truth About Followers and Connections | 48
  49. 49. Talent Brand Hall of FameThroughout this playbook we’ve woven in best practices andadvice from these talent acquisition leaders and companies. Brent Amundson Ellie Shephard Noortje ten Hoope Executive Director Global Talent Acquisition Global Recruiting Program Manager VP Corporate Recruiter Dell JPMorgan Exact Christa Foley Jeremy Langhans Paul Maxin Senior HR Manager Talent Acquisition Manager Director of Global Resourcing Expedia, Inc. Unilever Christian Jaramillo Kara Yarnot Phil Hendrickson Talent Acquisition Manager VP Talent Acquisition Manager of Global Talent Sourcing Strategy Mexico, Central America & Carribean SAIC Starbucks Pfizer Danielle Bond Kate Israels Stacy Takeuchi CMO Program Manager Director of Talent Acquisition Aurecon UTI Dawn Wilson Lopa Gore Enterprise Recruitment Marketing Manager Global Employer Brand Lead The Walt Disney Company BP | 49
  50. 50. ✓ See more details on our solutionsAbout LinkedIn talent.linkedin.comTalent Solutions Follow us on LinkedIn in 2003, LinkedIn connects the world’sprofessionals to make them more productive Follow us on Twitterand successful. With over 200 million members @hireonlinkedinworldwide, including executives from everyFortune 500 company, LinkedIn is the world’slargest professional network. LinkedIn Talent Access presentations on SlideshareSolutions offers a full range of recruiting solutions help organizations of all sizes find, engageand attract the best talent. Contact us directly | 50
  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.