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Data & creativity: How marrying the two can inform your employer | Talent Connect 2017branding strategy

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Data & Creativity:
How marrying the two can inform your employer
branding strategy
Laura Gregg
Solutions Consultant

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Employer Branding – where to spend your time
Measurement
11%
Strategy
33%
Research
34%
Deployment
22%
Source: Universum

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Four data types to watch out for
Broader view
data about
industries and
talent pools
MACRO MICRO
Measured in
numbers
QUANT...

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Data & creativity: How marrying the two can inform your employer | Talent Connect 2017branding strategy

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In advertising, the success of a campaign begins with the brief. A clear instruction of what the problem is, who the audience is, where they are and who you as a brand are. In this war for talent, creating long term relationships with potential candidates is imperative. However, we often jump straight to the output, rather than the input. This session will look at what data to look at, where, and how to use that to inform and measure your social recruiting strategy.

In advertising, the success of a campaign begins with the brief. A clear instruction of what the problem is, who the audience is, where they are and who you as a brand are. In this war for talent, creating long term relationships with potential candidates is imperative. However, we often jump straight to the output, rather than the input. This session will look at what data to look at, where, and how to use that to inform and measure your social recruiting strategy.

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Data & creativity: How marrying the two can inform your employer | Talent Connect 2017branding strategy

  1. 1. Data & Creativity: How marrying the two can inform your employer branding strategy Laura Gregg Solutions Consultant
  2. 2. Employer Branding – where to spend your time Measurement 11% Strategy 33% Research 34% Deployment 22% Source: Universum
  3. 3. Four data types to watch out for Broader view data about industries and talent pools MACRO MICRO Measured in numbers QUANTITATIVE Information on qualities/attributes QUALITATIVE Data about your company
  4. 4. How data can inform strategy
  5. 5. 1. Your Employee Value Proposition & Employer Brand 2. Target Audience 3. Channels
  6. 6. Channels Images: Freepik
  7. 7. What data to look at internally INTERNAL • EVP • Career Website • Social Media channels • Current employees • Candidate experiences
  8. 8. EXTERNAL What data to use to build profiles of candidates • Paid research • Talent Pools • Social Media channels • Whitepapers • News
  9. 9. QUESTIONS TO ANSWER • What’s the background? • What’s the goal? • Who’s our target audience? • What action would we like them to take? • What’s the reason to believe?
  10. 10. What success looks like for you CAREER WEBSITE TRAFFIC BRAND AWARENESS
  11. 11. What success looks like for you SOCIAL MEDIA ENGAGEMENT PIPELINE
  12. 12. What success looks like for you QUALITY OF HIRE TIME TO HIRE
  13. 13. RESEARCH ANALYZE BRAINSTORM LAUNCH MEASURE
  14. 14. Why data, why now?
  15. 15. Top Trends SKILLS SHORTAGE COMPETITION INNOVATION
  16. 16. Three Takeaways What’s the insight into your audience? INSIGHT What action can you take from that insight? EXPRESS How will you know if you’re successful? MEASURE
  17. 17. Thank you

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