4 Essential Tips to Convert your Employees to Talent Brand Ambassadors | Webcast

4 Essential Tips to Convert your
& Employees to Talent Brand
Ambassadors

The Truth About Cultivating Employees
Followers and
Connections
& as Brand
Ambassadors
 Research insights to drive your  Analysis of brand
talent brand ambassadorship and how it
 Reasons to cultivate your relates to talent recruiting
followers  Linkage between employee
 Top 5 incentives for employees engagement and followers
to become brand ambassadors  5 reasons employees become
drivers of your brand

Poll:

What is your role?

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©TNS & LinkedIn 2013 info@tnsei.com | talent.linkedin.com

Presenters

Brianne Shally Tabitha Eade Ken Pfligler
Moderator Presenter Presenter

LinkedIn Talent LinkedIn Talent TNS Employee
Solutions Solutions Insights

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About TNS
Global leader of custom research,
analysis and insights with 13,000
employees in 80 countries

Focus on providing innovative solutions:
 Employee Engagement
 Retention of Top Talent
 Brand Awareness
 Customer Engagement
 Leadership Development

Normative database comprised of information
from 2+ million employees surveyed annually
in 120+ countries

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About LinkedIn Talent Solutions

We provide thousands of recruiters, HR professionals
and hiring managers with highly effective tools to find
and engage top talent through the world’s largest
online professional network.

Our customers include 85% of the Fortune 100 and
corporations from every industry around the globe.

Sourcing – Employer Branding – Job Distribution - Insights

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4 Tips to Convert Your Employees to Talent Brand
Ambassadors

#1 Focus on employee engagement
Ensure buy in from senior leadership with a focus on
employee engagement and strategic planning

#2 Educate your employees
Educate your employees on Brand Ambassadorship

#3 Encourage ‘Share and Tell’
Share authentic stories, pictures and company events
across a variety of media in order for employees and
followers to repost and drive viral dispersion

#4 Measure & monitor your initiatives to
gauge success
Measure engagement and create action plans that build a
foundation of engaged employees and brand ambassadors
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Poll:

What is social media?

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People follow companies on social
platforms for different reasons

Most follow for incentives, Follow for news, insights,
rewards, or discounts.1 and product information.2

SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012

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What is your Employer
Value Proposition &
Brand Promise Branding?

Employee Value Proposition
The attributes that you most
want associated with your
company

Employer Branding
The delivery of your EVP across
every communication touch point
both internal and external

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Why should
you care?

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Impact of Social Media
People are 3x more likely to spread bad news than good, and social
media creates a transparent boundary between your employees
and the marketplace

Engaged talent Long-term Brand
pool relationships evangelists

71% 64% 61%
of members are of followers would of members are more
interested in updates on follow companies likely to share
job opportunities from “indefinitely” information as a result
companies they follow of following a company

Source: LinkedIn study of 3800+ global professionals conducted in January 2012

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Employee Engagement & Business Outcomes

TNS Research shows…

 Employee engagement can increase profitability
 Higher employee engagement often coincides
with a higher level of service quality
 Employee engagement has an influence on
customer retention

Disengaged employees…
cost a global manufacturing firm $73 million
a year in lost productivity, poor quality & service levels,
higher accident rates & absenteeism

Source: TNS Case Studies

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Employee Engagement and Ambassadors

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Do You Have Brand Ambassadors?

Employee
Employees that are PROUD Engagement

58% of their company and glad to
tell people about it

Communicate, BRAND Recruit &
Share & Monitor Brand
AMBASSADORS Retain
Ambassadors

Employees who would
53%
RECOMMEND their company
Brand
to others as a good place to Promise
work

Source: TNS Global Panel Study

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Creating Brand Ambassadors
Brand ambassadors are supported through strong leadership and
effective brand training initiatives

1. Company brand experience sets us apart
Top 5 Reasons 2. I trust senior leadership
Employees Become 3. Work gives me a feeling of accomplishment
Brand Ambassadors
4. My company is environmentally responsible

5. I feel valued as an employee

1. Our brand experience sets us apart from competition
Drivers of 2. Supervisor supports brand experience efforts
Ambassador Efforts 3. Brand experience coaching and training is
effective

4. I understand the behaviors to deliver the brand
experience
Source: TNS Global Panel Study

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Utilizing Brand Ambassadors
Professional connections alone have a significant impact on all parts of
talent acquisition, adding brand ambassadorship components will improve
perceptions

Impact of Connections

129%

22%

29%

Source: LinkedIn Study of 7000+ global professionals conducted in March 2012

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4 Tips to Convert Your Employees to Talent Brand
Ambassadors

#1 Focus on employee engagement

#2 Educate your employees

#3 Encourage ‘Share and Tell’

#4 Measure & monitor your
initiatives to gauge success

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#1 Focus on Employee Engagement

Employee
Engagement

 Highly engaged
employees are brand Case Study - HCA
ambassadors
 Over 25,000
 Key drivers of department managers
employee received reports and
engagement: insights
 Managing  More than 10,000
Performance action plans were
 Career created online
Development  Increases in employee
 Recognition engagement have
resulted in improved
 Senior patient satisfaction,
Leadership reduced turnover and
improved financial
performance

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Poll:

Are your highly engaged employees part
of your talent acquisition process?

Are your highly engaged employees
currently sharing on social media?

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#2 EDUCATE YOUR EMPLOYEES

Questions Case Study
employees need A Fortune 500 company in
answers to… the service industry showed
that:
 Why is this a great
place to work?  Almost 40% of its
employees feel restricted
 What is the value
by the organization’s social
proposition for a new
media policy
employee?
 Why do we exist in the
 More than half of its
employees would share
view of our customers?
company stories given
 What type of talent more flexible social media
does this organization guidelines
need to grow?
 After developing an
 What resources are internal social media
available to help with platform, over 60% of its
this effort? U.S. based employees
 What are our social engage in intranet social
media policies? media sites either daily or
weekly

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#3 ENCOURAGE ‘SHARE AND TELL’

Develop and Bring Cross- Utilize
Communicate Functional Intranet &
a Social Media Teams Together Social Media
Policy  Create alignment Sites
 Distribute social through  Use intranets
media guidelines communication & social media
that encourage  Encourage social platforms to
participation and media highlight the
reduce fear professional connections
 Provide stories of collaboration with across
fellow employees colleagues employee
on social media engagement
 Enhance and positive
platforms teamwork by customer
 Communicate in breaking down experiences
the local language internal silos
and on local  Build
platforms communities

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Salesforce.com’s Challenge
Salesforce.com were tasked with hiring hundreds of account executives and
sales engineers. CEO Marc Benioff rose to the challenge by asking his
employees to turn to their networks to drive applicants:

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Salesforce.com’s Success Story
The impact was impressive…60% increase in
employee referrals that week!

One post led to… RESULTS
Status updates visible to:

159K Connections
~25% Sales Professionals

40K Companies

Shared Links1
+128%
350 Links shared via By SFDC Employees

LinkedIn status updates
Likes1
2x more than the daily average
SFDC Employee Posts
+70%

1 Data: 10/15-11/16, excludes weekends

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Rapid7’s Makeover: Before

Rapid7 had the momentum but if the TA team
could not deliver, they were in trouble

Increase the company from 200 to 300
employees in a year and build a scalable and
GOAL strong Talent Acquisition Team

 Wild Wild West: No ATS system; each function
had a different process
Challenges  $$$: Spending too much money on agencies
 No Employer Brand: No social media presence
or differentiation from other companies

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Rapid7’s Makeover: After
ACTIONS

INVOLVED EMPLOYEES RESULTS
Put employees on a pedestal;
they raved about how awesome
Rapid 7 is
FROM 70% TO FROM 1,000

100% TO OVER
>4,000

Transformation
INVESTED IN LINKEDIN OF EMPLOYEES
FOLLOWERS
TOOLS ON LINKEDIN
“Seeing what LinkedIn did with
previous employer, I put all my

94%
money in LinkedIn.”
2012 BOSTON
STRENGTHENED TWO WAY BEST PLACES HIGH EMPLOYEE
SOCIAL MEDIA TO WORK SATISFACTION
SURVEY RATING
“If someone tweets about how
awesome we are, say ‘Yeah, we
are. Want to work with us?’ ”

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#4 MEASURE & MONITOR YOUR INITIATIVES
TO GAUGE SUCCESS
Employee
Engagement Case Study
 Measure employee  A business unit reported
engagement and estimated savings of
focus on the key
lost productivity by
drivers necessary to
improving engagement
create brand
by $30 million per year
ambassadors
 Operating profit
increased from $1.2
Training & Coaching billion to over $2 billion
 Management  Functional and
 Brand ambassadors department leaders
utilized an online action
planning and best
Brand Ambassador practices platform in
Programs order to implement both
 Impact or utilizing global and local action
networks for plans
recruiting top talent
 Social media
programs

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What you
need to know

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What you need to know Work With Us
Own the ad space
on your employees’ profiles

#1 activity on LinkedIn = viewing profiles
of connections.
 Help your employees be strong representatives of your company
by hosting a brown bag lunch to provide tips to improve their
profiles.
 Use ad space on employee profiles to drive traffic to your career
presence on LinkedIn. 20x more likely to be clicked than regular LinkedIn Career Pages
ads. Build your employment brand with
highlighting your brand ambassadors

Employees are automatically followers
when listing their company employment.
 Send targeted company status updates on LinkedIn to share
relevant content.
 Highlight your brand ambassadors on your Career Page to
ensure the message really resonates.
 Deploy targeted version of Career Pages to showcase relevant LinkedIn Jobs
employees and opportunities to visitors.
Employees share high priority
jobs with their network
Employees can amplify your message.
 Encourage employees to share key updates to distribute your
message to their connections.
 Follow the salesforce.com playbook.
 Broaden your distribution of job opportunities to employees’
professional circles and increase employee referrals.
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©TNS & LinkedIn 2012 info@tnsei.com | info@linkedin.com

Summary

Engagement & Your Brand
LinkedIn & TNS Employee Insights research
converge on two key findings…

Training and
engaged
employees are
MORE likely to
create brand
ambassadors

Engaged
employees are
LESS likely to
leave, lowering
overall costs of
recruiting
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©TNS & LinkedIn 2012 info@tnsei.com | info@linkedin.com

Questions?
Please email us at:
ken.pfligler@tnsglobal.com
bshally@linkedin.com
with any confidential questions

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Building the future of insights together!
Contact us
Ken Pfligler
ken.pfligler@tnsglobal.com
TNS Employee Insights
TNSei.com
http://blog.tnsei.com
@tns_insights

Tabitha Eade
teade@linkedin.com
LinkedIn Talent Solutions
talent.linkedin.com
http://talent.linkedin.com/blog/
@HireOnLinkedIn

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4 Essential Tips to Convert your Employees to Talent Brand Ambassadors | Webcast

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