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Using Employer Branding to Win Top Talent | Webinar


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In this webinar, LinkedIn's Dina Medeiros discusses the value of employer branding and how that can help you secure top talent.

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Using Employer Branding to Win Top Talent | Webinar

  1. 1. Using Employer Branding toDifferentiate, Target and Winwith Top TalentDina Medeiros, Social Media & Brand ConsultantLinkedIn Talent Solutions @Socalgirl #TalentBrand ©2012 LinkedIn Corporation. All Rights Reserved.
  2. 2. Employer branding critical to hiring success 83% Agree that employer brand has significant impact on ability to hire great talent2
  3. 3. It’s top of mind for companies large and smallPrioritization of employer brand Top 3 long-term trends in recruiting(by company size) professionals (by company size) < 500 Employees 67% < 1,000 Employees 501-1,000 Employees 70% 1. Utilizing social and professional networks 2. Upgrading employer branding 3. Finding better ways to source passive candidates 1,000-10,000 Employees 67% > 10,000 Employees 78% > 1,000 Employees 1. Utilizing social and professional networks69% Agree that employer 2. Finding better ways to source passive candidates brand is a top priority 3. Upgrading employer branding for their organization3
  4. 4. And industry leaders are spending accordingly91% Companies that are spending more or the same on employer brand in 2012 compared to 2011 51% 40% 9% Spending More Spending Same Spending Less Why spend more on employer brand? 1. Increased belief in the impact of employer brand 49% 2. Need to raise general awareness 48% 3. Difficulty recruiting quality candidates 47% 4. Increased competition 37% 5. Difficulty recruiting candidates in specific sectors 32%4
  5. 5. Today’s event• We encourage questions! Dina Medeiros Please enter them in the @socalgirl chat box• Slides will be posted to Slideshare:• Event hashtag: #talentbrand
  6. 6. #TalentBrand @socalgirl TALENT SOLUTIONS 6
  7. 7. What is the value of a strong Employer Brand?#TalentBrand @socalgirl TALENT SOLUTIONS
  8. 8. The LinkedIn Hiring Solutions Insights Team conducted 7,250 onlinesurveys of LinkedIn members worldwide ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 8
  9. 9. Develop an EmployerBrand framework Awareness External Employer Engagement Attraction Brand Internal Consideration #TalentBrand @socalgirl TALENT SOLUTIONS
  10. 10. Stronger Employer Brands financially contribute to thebottom line ~2X lower cost 28% lower per hire turnover rate#TalentBrand @socalgirl Source: LinkedIn July survey of over 4,700 talent acquisition decision-makers across 15 countries TALENT SOLUTIONS
  11. 11. How do you effectively socializeyour Employer Brand?#TalentBrand @socalgirl TALENT SOLUTIONS
  12. 12. #TalentBrand @socalgirl TALENT SOLUTIONS
  13. 13. Today’s network#TalentBrand @socalgirl TALENT SOLUTIONS
  14. 14. Attracting & engaging talent “Our goal at Zappos is for our employees to think of their work not as a job or career, but as a calling.” Tony Hsieh, CEO Zappos TALENT SOLUTIONS
  15. 15. What can you do to gain astrategic advantage on LinkedIn?#TalentBrand @socalgirl TALENT SOLUTIONS
  16. 16. When you kick start your Employer Brandactivity, start with these actions1. Define the talent segments most important to your business2. Differentiate your brand message from your talent competitors3. Develop communication strategies to build relationships with passive and active talent#TalentBrand @socalgirl TALENT SOLUTIONS
  17. 17. “Building a team passionate about sustainability” TALENT SOLUTIONS
  18. 18. Unilever aligns their growth plans withrecruitment of key target groups Supply Sales Marketing Chain Steve Fiona Bryan Senior Sales Manager Marketing Manager Logistics Analyst #TalentBrand @socalgirl TALENT SOLUTIONS
  19. 19. Employee networks are used to spread a positivemessage amongst like-minded talent #TalentBrand @socalgirl TALENT SOLUTIONS 19
  20. 20. …and personalised careers information isserved up to provide a custom experience Custom Banner Graphic Custom Recruitment Message Relevant Jobs Supply Marketing Chain TALENT SOLUTIONS
  21. 21. Build long-term relationships by sendingregular, targeted news updates #TalentBrand @socalgirl TALENT SOLUTIONS
  22. 22. The results have been impressive growing theirFollower base to 270K in 10 months 90K 80K 70K 18K 60K Marketing 50K 23K Sales 40K 9K Supply 30K Chain 12K 20K 36K 10K 17K 0 Oct 11 Aug 12 TALENT SOLUTIONS
  23. 23. “Launching a new brand in a competitive market”#TalentBrand @socalgirl TALENT SOLUTIONS
  24. 24. #TalentBrand @socalgirl TALENT SOLUTIONS
  25. 25. Aurecon’s success is wide-reaching 15 senior roles in 6 months, saving In 4 weeks, filled 2 $750K specialist roles vacant for 12 months 8000+ new Followers in less than 12 months TALENT SOLUTIONS
  26. 26. What can you do?Define what makes you famous Categorize your messages Create a destination for your Populate the Careers Page Employer Brand on LinkedIn Build a Follower Base & Use Follow Button & send engage Status Updates Leverage your Employees’ Lock the down the real estate networks on Employee Profiles TALENT SOLUTIONS
  27. 27. ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 27
  28. 28. “If you can’t measure it, you can’t fix it.”©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 28
  29. 29. Not many say they regularly measure their employer brand in a quantifiable way only one out of three TALENT SOLUTIONS
  30. 30. Employer brand is top of mind for recruiting professionals Up to 91% of employers plan to maintain 50% Savings in cost per hire is or grow investment in associated with a strong employer brand employer brand LinkedIn can help you understand, measure and improve your employer brandSource: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countriesLinkedIn Confidential ©2012 All Rights Reserved TALENT SOLUTIONS 30
  31. 31. We first assess two important elements of youremployer brand: Reach and Engagement Talent that’s familiar with you as an employer Researching company and Talent Brand career pages Engagement Following your company 264,362 members Viewing jobs and applying Talent that is interested in you as an employer Talent Brand Reach Viewing employee profiles 1,873,354 members Connecting with your employees ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  32. 32. Talent Brand Index can measure your employer brand What percent of people who know about you show an interest? Talent Brand Index Talent Brand Engagement 264,362 members 14% Talent Brand Talent Brand Engagement Talent Reach 1,873,354 members Talent Brand = Brand Index Reach©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  33. 33. We can compare your Talent Brand Index vs. Peers 20% 17% 15% 14% 4 of 6 Peers: Dynamic, Inc. 11% Golden Phase 9% six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand TALENT SOLUTIONS
  34. 34. Your Talent Brand Index varies across the functions you are looking to hire… 23% 18% 18% 15% 13% 12% Engineering Operations Marketing Media & Sales Human Communication Resources Talent easiest to engage Talent more difficult to engage©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  35. 35. …and across the geographies where you have apresence 19% 15% 13% 12% 11% 11% United Canada Argentina India France United States Kingdom Talent easiest to engage Talent more difficult to engage TALENT SOLUTIONS
  36. 36. We can track how your Talent Brand Indexprogresses over timeLinkedIn can help you build your employer brand and accelerate yourability to attract top talent 18% 17% 16% 15% 13.8% 14.1% 13.7% 14% 13.2% 12.9% 13% 12.6% 12% 11% 10% March-12 April-12 May-12 June-12 July-12 August-12 TALENT SOLUTIONS
  37. 37. Thank you! Visit Dina Medeiros Social Media & Brand Consultant , LinkedIn @Socalgirl #TalentBrand #TalentBrand @socalgirl©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS