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April 23rd, 2013




The Secret Sauce of Top Companies:
Aligning Your Employer & Customer Brand
Presenters




    John Marshall   Elizabeth Rosenberg
    Lippincott      LinkedIn Talent Solutions




                                                2
Four key takeaways




1        Your brand is a two-way street




2        Talent Acquisition & Marketing are not that different




3        Aligning your Talent and Customer Brands = Financial Rewards




4        What you can do tomorrow


                                                                        3
Your brand is a two way street




Dramatically enhanced
customer power

Shift from push to pull media

Accelerating change and
shrinking brand lifecycles

Evolving set of cultural and
generational priorities



                                 4
Don’t just say something, be something




           No longer:                       But now:

AWARENESS
                                            AWARENESS

                                            SEARCHING


CONSIDERATION                               BUYING

       PURCHASE                            USING
                                         ADVOCATING
            LOYALTY
             SERVICE




                                                        5
The powerful combination of a brand story and an employee experience




                     TRIBAL                                  LEGENDS
  Experience power




                     UNATTACHED                         STORY TELLERS




                                  Story power

                                                                        6
Increasingly, the strength of a brand lies in the Company




2%
Growth in total advertising spend in 2012




19%
Growth in corporate advertising spend in 2012




                                                            Source: Kantar Media analysis   7
The role of brand goes beyond the expected


                      Highly engaged employees = brand ambassadors




    480% 370%
    more committed to helping their           more likely to recommend that a friend
    company succeed                           or relative apply for a job



Purpose                    Impact                               Enablement

 “I understand the           “My company asks for                  “My company provides me
 overall mission of          my feedback and acts                  with the training and the tools
 my company”                 upon my input.”                       that I need to be successful.”




                                                    Source: Employee Engagement is Strongly Tied to Customer Experience
                                                    and Productivity, According to New Temkin Group Research, 1/12        8
Power of a brand




Stronger financial
results due to
strength of
consumer and
talent brand         36%
                      *Cumulative stock performance over 5 year period   9
How do we measure consumer brand success today?




BrandView is Lippincott’s
proprietary approach to measuring
brands and identifying where a
brand needs to improve in order to
succeed tomorrow
4 years
4 continents
1,000+ brands
35,000+ consumers




                                                  10
BrandView Core Metrics



Rule 1:                     Rule 2:               Rule 3:
Beyond communications       Beyond consistency    Beyond customers
Don’t just say something,   Deliver both the      Internal purpose that
be something                true and the new      drives external promise




Story Power &                Brand Authenticity   Employee Belief
Experience Power             & Brand Vitality     & Employee Action




                                                                            11
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


                                                        12
We assess two components of your brand: Reach and Engagement




                                                   Talent Brand Reach

                                      Talent that’s familiar with you as an employer
          30,000
             members                                Viewing employee profiles
                                                Connecting with your employees




                                               Talent Brand Engagement


           5,400                      Talent that is interested in you as an employer

             members                        Researching company and career pages
                                                      Following your company
              Talent                                 Viewing jobs and applying


                                                                                        13
What percent of people who know about you, show an interest?




                                                   Talent Brand Reach


          30,000                       xyzCo's
              members
                                       Talent Brand Index                 18%
                                         =
                                             Talent Brand Engagement
                                                Talent Brand Reach


                                                Talent Brand Engagement

            5,400
              members


               Talent



                                                                                14
Immediate benefits for your organization




     Lower your cost per hire by as much as 50%




            Reduce employee turnover by up to 28%




                    Influence the conversation — before others do




                                     You’ll positively impact the perceptions of
                                      your brand among customers and clients

                     Source: LinkedIn Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB, (December 1, 2011) . 15
A strong Talent and Customer Brand is a Powerful Combination




                                                     36%
LinkedIn Talent Brand Index

                              High




                                     10%



                                     -6%
                              Low




                                                           28%

                                      Low                     High


                                     Lippincott Customer BrandView Index

                                                                           *Cumulative stock performance over 5 year period   16
To inspire and nurture the human spirit—one person, one cup
and one neighborhood at a time


Belief
• Partners know and understand Mission
• Offsite where partners can learn coffee growers’ stories,
  shares ideas and offer advice


Catalyst
• Closing stores for retraining partners


Action
• Make your Mark program contributes up to 3x employee’s
  hourly salary for volunteering locally and bringing two friends




                                                                    17
To bring the style and fun back to air travel


Belief
• Recruit those with shared values – the “glass-half-full crowd”
• Culture of “ask for forgiveness rather than permission” when
  helping customers


Catalyst
• Serving customers with on-demand food and drink ordering


Action
• Annual “Refresh” ritual where small mixed groups reconnect,
  review business performance, find better ways to serve
  customers




                                                                   18
What can you do tomorrow?




     Align Talent Acquisition & Marketing




     Understand your brand inside and out




     Inspire belief and enable action




      Turn marketing inward




      Measure it


                                             19
   Align Talent Acquisition & Marketing to align prospect experience
    (e.g., messaging, process) with overall brand story


     Start at the top
      Your CEO and their team must get behind your brand alignment, and commit to helping promote
      it. Keep making the case until they’re on board.

     Bring partners to the table
      Don’t go it alone. Your talent brand is part HR, part Marketing, part Communications - and it’ll
      need IT support.

     Brand Task Force
      Leverage cross-functional expertise by including them in a cross-functional talent brand task
      force. With more skin in the game your colleagues will help you succeed.




                Unmovable                                          Unstoppable
                                                                                                         20
   Understand your brand inside and out, and advocate for it everyday with
    authenticity and purpose


     Listen Up!
      Listen to your customers, employees and candidates, and listen well. Ask
      questions. Gather facts, opinions, and stories - the building blocks of your
      brand. Put aside your own biases about what you should hear, and seek to
      understand their views.




                                                                                     21
   Create an environment that inspires belief and enables action in support of
    your brand



                                                  Are >90% of team members
                                                  aware of, excited by, and
                                                  empowered to execute on the
                                                  mission? Do brand ideas get
                                                  executed spontaneously?

                                                  Do employees and the outside
                                                  world notice these, in a way that
                                                  they realize that it is real, the
                                                  company is serious and
                                                  something exciting is
                                                  happening?

                                                  Are the daily moments in the
                                                  customer experience
                                                  meaningfully different in a
                                                  branded way?



                                                                                      22
   Turn marketing inward to a forgotten audience, the employees, to create
    understanding, belief and employee action in support of your brand


     Ensure your executives are on board.
      Get C-suite support to drive widespread participation.

     Educate employees on your brand.
      The more connected they are to the brand, the better
      ambassadors they’ll be.

     Encourage share and tell.
      Share authentic stories, pictures, and company events across a
      variety of media so your employees (and followers) can repost
      and drive viral discussion.

     Monitor for success.
      Measure engagement and create action plans to build your
      foundation of engaged, enthusiastic brand ambassadors.



                                                                              23
   Measure your talent brand over time as you change your tactics, approach
    and messaging


       In-house
       Your offer acceptance rate goes up
       Employee retention increases
       Internal surveys confirm your employees are excited about your company
        as a place to work

     Online
     Traffic to your career site, your employee video testimonials, etc. increases
     You double the number of employees with an optimized social presence

     Talent Brand Index
     Your Talent Brand Index score rises versus your peers and in the
        segments that you care most about




                                                                                      24
Questions?
Please email us with any confidential questions at:
heather.stern@lippincott.com
bshally@linkedin.com



Resources
Brandview
www.lippincott.com/offerings/brand-analytics/
Employer Brand Playbook
www.talent.linkedin.com/employerbrandbook/




                                                      25
Thank you for attending!




                 John Marshall
                 john.marshall@lippincott.com

                 Lippincott
                 Brand Strategy & Design
                 lippincott.com
                 @lippincottbrand



                 Elizabeth Rosenberg
                 erosenberg@linkedin.com

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




                                                    26

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Aligning Your Employer & Customer Brands

  • 1. April 23rd, 2013 The Secret Sauce of Top Companies: Aligning Your Employer & Customer Brand
  • 2. Presenters John Marshall Elizabeth Rosenberg Lippincott LinkedIn Talent Solutions 2
  • 3. Four key takeaways 1 Your brand is a two-way street 2 Talent Acquisition & Marketing are not that different 3 Aligning your Talent and Customer Brands = Financial Rewards 4 What you can do tomorrow 3
  • 4. Your brand is a two way street Dramatically enhanced customer power Shift from push to pull media Accelerating change and shrinking brand lifecycles Evolving set of cultural and generational priorities 4
  • 5. Don’t just say something, be something No longer: But now: AWARENESS AWARENESS SEARCHING CONSIDERATION BUYING PURCHASE USING ADVOCATING LOYALTY SERVICE 5
  • 6. The powerful combination of a brand story and an employee experience TRIBAL LEGENDS Experience power UNATTACHED STORY TELLERS Story power 6
  • 7. Increasingly, the strength of a brand lies in the Company 2% Growth in total advertising spend in 2012 19% Growth in corporate advertising spend in 2012 Source: Kantar Media analysis 7
  • 8. The role of brand goes beyond the expected Highly engaged employees = brand ambassadors 480% 370% more committed to helping their more likely to recommend that a friend company succeed or relative apply for a job Purpose Impact Enablement “I understand the “My company asks for “My company provides me overall mission of my feedback and acts with the training and the tools my company” upon my input.” that I need to be successful.” Source: Employee Engagement is Strongly Tied to Customer Experience and Productivity, According to New Temkin Group Research, 1/12 8
  • 9. Power of a brand Stronger financial results due to strength of consumer and talent brand 36% *Cumulative stock performance over 5 year period 9
  • 10. How do we measure consumer brand success today? BrandView is Lippincott’s proprietary approach to measuring brands and identifying where a brand needs to improve in order to succeed tomorrow 4 years 4 continents 1,000+ brands 35,000+ consumers 10
  • 11. BrandView Core Metrics Rule 1: Rule 2: Rule 3: Beyond communications Beyond consistency Beyond customers Don’t just say something, Deliver both the Internal purpose that be something true and the new drives external promise Story Power & Brand Authenticity Employee Belief Experience Power & Brand Vitality & Employee Action 11
  • 12. 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 12
  • 13. We assess two components of your brand: Reach and Engagement Talent Brand Reach Talent that’s familiar with you as an employer 30,000 members Viewing employee profiles Connecting with your employees Talent Brand Engagement 5,400 Talent that is interested in you as an employer members Researching company and career pages Following your company Talent Viewing jobs and applying 13
  • 14. What percent of people who know about you, show an interest? Talent Brand Reach 30,000 xyzCo's members Talent Brand Index 18% = Talent Brand Engagement Talent Brand Reach Talent Brand Engagement 5,400 members Talent 14
  • 15. Immediate benefits for your organization  Lower your cost per hire by as much as 50%  Reduce employee turnover by up to 28%  Influence the conversation — before others do  You’ll positively impact the perceptions of your brand among customers and clients Source: LinkedIn Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB, (December 1, 2011) . 15
  • 16. A strong Talent and Customer Brand is a Powerful Combination 36% LinkedIn Talent Brand Index High 10% -6% Low 28% Low High Lippincott Customer BrandView Index *Cumulative stock performance over 5 year period 16
  • 17. To inspire and nurture the human spirit—one person, one cup and one neighborhood at a time Belief • Partners know and understand Mission • Offsite where partners can learn coffee growers’ stories, shares ideas and offer advice Catalyst • Closing stores for retraining partners Action • Make your Mark program contributes up to 3x employee’s hourly salary for volunteering locally and bringing two friends 17
  • 18. To bring the style and fun back to air travel Belief • Recruit those with shared values – the “glass-half-full crowd” • Culture of “ask for forgiveness rather than permission” when helping customers Catalyst • Serving customers with on-demand food and drink ordering Action • Annual “Refresh” ritual where small mixed groups reconnect, review business performance, find better ways to serve customers 18
  • 19. What can you do tomorrow?  Align Talent Acquisition & Marketing  Understand your brand inside and out  Inspire belief and enable action  Turn marketing inward  Measure it 19
  • 20. Align Talent Acquisition & Marketing to align prospect experience (e.g., messaging, process) with overall brand story  Start at the top Your CEO and their team must get behind your brand alignment, and commit to helping promote it. Keep making the case until they’re on board.  Bring partners to the table Don’t go it alone. Your talent brand is part HR, part Marketing, part Communications - and it’ll need IT support.  Brand Task Force Leverage cross-functional expertise by including them in a cross-functional talent brand task force. With more skin in the game your colleagues will help you succeed. Unmovable Unstoppable 20
  • 21. Understand your brand inside and out, and advocate for it everyday with authenticity and purpose  Listen Up! Listen to your customers, employees and candidates, and listen well. Ask questions. Gather facts, opinions, and stories - the building blocks of your brand. Put aside your own biases about what you should hear, and seek to understand their views. 21
  • 22. Create an environment that inspires belief and enables action in support of your brand Are >90% of team members aware of, excited by, and empowered to execute on the mission? Do brand ideas get executed spontaneously? Do employees and the outside world notice these, in a way that they realize that it is real, the company is serious and something exciting is happening? Are the daily moments in the customer experience meaningfully different in a branded way? 22
  • 23. Turn marketing inward to a forgotten audience, the employees, to create understanding, belief and employee action in support of your brand  Ensure your executives are on board. Get C-suite support to drive widespread participation.  Educate employees on your brand. The more connected they are to the brand, the better ambassadors they’ll be.  Encourage share and tell. Share authentic stories, pictures, and company events across a variety of media so your employees (and followers) can repost and drive viral discussion.  Monitor for success. Measure engagement and create action plans to build your foundation of engaged, enthusiastic brand ambassadors. 23
  • 24. Measure your talent brand over time as you change your tactics, approach and messaging  In-house  Your offer acceptance rate goes up  Employee retention increases  Internal surveys confirm your employees are excited about your company as a place to work  Online  Traffic to your career site, your employee video testimonials, etc. increases  You double the number of employees with an optimized social presence  Talent Brand Index  Your Talent Brand Index score rises versus your peers and in the segments that you care most about 24
  • 25. Questions? Please email us with any confidential questions at: heather.stern@lippincott.com bshally@linkedin.com Resources Brandview www.lippincott.com/offerings/brand-analytics/ Employer Brand Playbook www.talent.linkedin.com/employerbrandbook/ 25
  • 26. Thank you for attending! John Marshall john.marshall@lippincott.com Lippincott Brand Strategy & Design lippincott.com @lippincottbrand Elizabeth Rosenberg erosenberg@linkedin.com LinkedIn Talent Solutions talent.linkedin.com http://talent.linkedin.com/blog/ @HireOnLinkedIn 26