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How Small Businesses Can Win Through Talent Branding [webcast]


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Your reputation as an employer can make or break your ability to hire top talent. Unemployment rates have dropped below 5% for the first time in nearly a decade and candidates can be more selective. As a small business, it's more important than ever to build a strong employer brand in order to attract top talent and compete effectively for quality candidates. According to our latest talent trends research, 90% of professionals want to hear from you, but their biggest challenge is not knowing enough about your company. In this presentation, LinkedIn Talent Brand Consultants, Rose Choi and Sarah Widdes, discuss tips and best practices to help you unlock your company's full potential and build its brand on LinkedIn.

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Published in: Recruiting & HR
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How Small Businesses Can Win Through Talent Branding [webcast]

  1. 1. How Small Businesses Can Win Through Talent Branding Rose Choi Talent Brand Consultant Sarah Widdes Talent Brand Consultant
  2. 2. What we’ll cover What is a talent brand Why is it important How to implement a talent brand strategy Impact of a talent brand strategy
  3. 3. Our world is more connected than ever been before Everyday Usage…  100 billion emails  23 billion text messages  1.8 billion photos uploaded  1.6 billion Facebook logins  57% LinkedIn users on mobile  500 million tweets
  4. 4. With unemployment below 5%, people are more and more selective of their next employer Source:
  5. 5. People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment. 60% of the decision-making process is made prior to any direct interaction with a sales person.
  6. 6. Job switchers are engaging in multiple touch points to inform their decisions Laura Target Candidate
  7. 7. Candidates have options and access to information is at their fingertips. What will candidates learn about your company? What do you want them to know?
  8. 8. are passive and not looking to move… 70% 60%of them are open to opportunity Talent branding is imperative to successfully recruit passive candidates However,
  9. 9. Talent Brand n. the highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work a significant asset for both hiring/retaining great talent and promoting your corporate image to the market
  10. 10. Talent Branding = Marketing Goal Sales Hires Audience Messaging Call to Action Decision-making Journey Prospects and customers Consumer Value Proposition Purchase our products or services Awareness  Interest  Intent  Purchase Candidates and employees Employer Value Proposition Come work with us Awareness  Interest  Application  Hire Marketing Talent Branding
  11. 11. Now, more than ever before, recruitment is marketing. Start the conversation Proactively bring those hard-to-reach candidates into your funnel Build relationships Win them over with content that matters to them in a voice they can relate to Convert From followers to candidates through outreach for the right opportunities Evangelize Give your employees a voice Aware Engaged Considering Hire Target Members Brand Ambassadors Done well, Talent Brand can accelerate the hiring funnel by 2x or more
  12. 12. Talent acquisition leaders say employer brand significantly impacts their ability to hire great talent 83% Average reduction in cost per hire 50% Average reduction in turnover 28% Talent professionals who say talent brand is a top priority in 2015 56% The case for talent brand Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  13. 13. 14 “Which channels or tools have you found to be most effective in promoting your talent brand?” 50% 52% 63% 45% 47% 60% Social media (e.g., Facebook, Twitter) Friends/family, word of mouth Online professional networks (e.g., LinkedIn) Large companies Small businesses Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  14. 14. people employer brand culture perks leadership alumni network current employees candidate experience reputation perception transparency authenticity Employee Value Proposition Company Culture People Candidate Experience Your Talent Brand
  15. 15. I’m a small company. Do I have a talent brand? Of course you do.
  16. 16. Where do I start? Step 1: Get Buy-In Step 2: Listen and Learn Step 3: Craft Your Approach Step 4: Promote and Engage Step 5: Measure and Adjust
  17. 17. Step 1: Get Buy-In
  18. 18. Get your leaders on board, arm yourself with data, and bring partners to the table  You’ll spend less on hiring. Lower your cost per hire by as much as 50%.  You’ll boost retention. Reduce employee turnover by up to 28%.  You’ll influence the conversation with candidates. If you don’t, others will.
  19. 19. Engage your leaders High reach and engagement 8K+ VIEWS 1,151 LIKES 58 COMMENTS
  20. 20. Step 2: Listen and Learn
  21. 21. Leverage your current employees and listen to them  Who are your brand ambassadors?  What do they like about working at your company?  What is most important to them?
  22. 22. Educate your brand ambassadors
  23. 23. Step 3: Craft Your Approach
  24. 24. Be real. What you say about your company must be true or your employees and the marketplace will see through it Be personal. Use the employee stories you gathered as these can be more easily remembered and inspiring Be brave. Don’t be afraid to admit areas of opportunity and voice some of the bigger initiatives you’re working toward Be consistent. Partner with your marketing team to ensure your messaging is aligned with your company’s overall brand
  25. 25. Decide what channels you want to leverage for your messaging
  26. 26. Define what success looks like and set measurable goals Additional sample goals • Increase offer acceptance rate by X% • Double the number of employees with an optimized social media presence • Gain X number of followers on LinkedIn by end of quarter • Increase number of job applications by X% LinkedIn’s Talent Brand Index (TBI) measures how well you’re reaching and engaging professionals with your talent brand. What’s your TBI score? 450M+ LinkedIn members Talent Brand Engagement those who have proactively shown an interest • Researching your company and career pages • Following your company • Viewing jobs and applying • Viewing employee profiles • Connecting with your employees Talent Brand Reach those who are familiar with you as an employer 51,277 366,263 = 14.0% Talent brand index
  27. 27. Step 4: Promote and Engage
  28. 28. 8 golden rules for promoting (and protecting) your talent brand: #1 Look in the mirror. #2 Empower your employees. #3 Inform your leadership. #4 Target your messages. #5 Make your culture shine. #6 Go viral. #7 Be visual. #8 Don’t bite off more than you can chew.
  29. 29. How to promote and engage on  Upgrade your profile  Help your team update their profiles  Brand through LinkedIn job postings  Spruce up your Company Page with content  Launch your Career Page  Leverage ad space on your employee profiles  Reach key talent pools with targeted status updates  Convert your team into talent brand ambassadors
  30. 30. Step 5: Measure and Adjust
  31. 31. Track your performance and optimize where it makes sense In-house Offer acceptance rate Employee retention Internal surveys Talent Brand Index How is the potential pool of talent engaging with your company? Online Website traffic Job applications Social media growth
  32. 32. Let’s review Step 1: Get Buy-In Step 2: Listen and Learn Step 3: Craft Your Approach Step 4: Promote and Engage Step 5: Measure and Adjust
  33. 33. Companies with a strong talent brand get a 31% higher InMail acceptance rate. They also see a 43% decrease in cost per hire. And, they tend to grow 20% faster (aka faster rate of hire). And strong talent brand leads to 2.5x more job applicants. Source: What impact will this have on our talent acquisition efforts?
  34. 34. Be ahead of the trend, not behind the times
  35. 35. Additional resources:  Recruiting for Small Businesses: Ultimate LinkedIn Guide  Small Business Global Recruiting Trends  Ultimate Hiring Toolbox for Small Businesses  2015 Talent Trends for Small Businesses in North America  Employer Brand Playbook
  36. 36. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.