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The Transformative Power of Talent Brand | Webcast

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Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.

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The Transformative Power of Talent Brand | Webcast

  1. 1. The Transformational Power of Employer Brand©2013 LinkedIn Corporation. All Rights Reserved.
  2. 2. Its about YOUAbout identityAbout how it makes you feelAbout emotional attachment
  3. 3. What would it mean?
  4. 4. The beauty of employer brand isyou don‟t need everybody to knowyour name. Only the right people.
  5. 5. The BIG Takeaways Employer brand is vital to improving recruiting outcomes Every company, regardless of industry, location, and size can harness the power of a strong employer brand Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
  6. 6. The Business Case
  7. 7. The ROI Story 50 % $ Savings in cost per hire is associated with a strong employer brand Companies with stronger employer brand have 28% lower turn-over rates than companies with weaker employer brandsSource: LinkedIn Survey, 2010, 2250 Responses.
  8. 8. Talent Leaders Know that Brand Matters 83 % Agree that employer brand has significant impact on ability to hire great talent
  9. 9. Employer Brand Investment is Rising 51% 40% 9% Spent Spent Spent More Same Less 91% of companies spent more or the same on employer brand in 2012 compared to 2011
  10. 10. Whatever the Question, the Answer is Employer BrandTop obstacles to Biggest concern is that Top long-lastingattracting the best talent competitors will… trends Utilizing social and professional 1 Competition 1 Invest in their employer brand 1 networks Build and nurture strong talent 2 Compensation 2 2 Upgrading employer branding pools or pipelines Lack of awareness or interest in Learn to use social networking Finding better ways to source 3 3 3 our employer brand and social media more effectively passive candidates 4 Location 4 Improve their candidate experience 4 Boosting referral programs Training recruiters and hiring 5 Recruiting team too small 5 Improve their referral program 5 managers Recruiting team doesnt have Further invest in their existing 6 6 6 Recruiting globally the right tools/systems recruiting tools Lack of awareness that were 7 7 Invest in new recruiting tools 7 Optimizing your career site hiring Inability to effectively use data Hire recruiters to strengthen Measuring quality of hire 8 8 8 to improve our approach their team more consistently Quality of talent currently at Negotiate better pricing with 9 9 9 Reducing spend on staffing firms our company vendors Improve ways to track quality Using CRM technology to 10 Company performance 10 10 of hire manage talent leads
  11. 11. Evolving Language: The Emergence of Talent BrandYour talent brand is thehighly social, totally publicversion of your employerbrand that incorporates whatyour talent – past, presentand potential - thinks, feelsand shares about yourcompany as a place to work.
  12. 12. Evolving Language: The Emergence of Talent Brand“ Until recently, employment branding referred to a company’s positioning and messaging about what it’s like to work there. But social media has changed this landscape. A company can no longer position, message and be done with it, because it’s no longer a one-way message. It isn’t even a two-way conversation. It’s an all-out marketplace of interactions, where recruiters, employees, customers and prospects are all listening to one other. The company no longer holds the megaphone; the company is one among many participants. The online social world has taken the brand from the “ hands of the Employer and put it in the hands of the Talent, both current and potential. Julia Markish Senior Manager, Global Talent Brand
  13. 13. The Power of BrandsWhat HR and talent acquisition leaders can learn fromthe world‟s best marketers.©2013 LinkedIn Corporation. All Rights Reserved.
  14. 14. Agenda 1 The Power of Brands 2 How Marketers Think About Branding 3 Your Talent Brand 4 Every Organization 5 Going to Market 6 Measurement
  15. 15. IdentityBrand is A Quality Promise A Decision Making Short-Cut
  16. 16. Brand is alsoa Powerful Motivator
  17. 17. Cola Market Share Other
  18. 18. What does it mean to work for your organization?
  19. 19. Sample survey questions for…Current employees Passive candidates  What are the most important values you  What are the most important values you look for in a job? look for in a job?  Where does XYZCo do a very good job of  When you think about companies that hire delivering on these values? people with your skillset, which companies come to mind?  Which important values do you feel XYZCo does not deliver on?  How familiar are you with XYZCo as a place to work?  What originally attracted you to join XYZCo?  How likely would you be to consider a job at XYZCo?  To what extent have your expectations been fulfilled? Where have they been exceeded?  What is your overall impression of XYZCo Where have they not been met? as a place to work?  If you wanted to convince a friend to work at  Based on your knowledge of the company, XYZCo, what story would you tell them? where does XYZCo do a very good job of delivering on these values?  How likely would you be to recommend XYZCo as an employer?  Based on your knowledge of the company, which important values do you feel XYZCo does not deliver on?
  20. 20. Consumer Brand Attributes
  21. 21. Talent Brand Attributes
  22. 22. BMW Segmentation 1 Series 3 Series 5 Series 7 Series 20‟s Professionals 30‟s Professionals 40‟s Professionals 50‟s Professionals Recent graduate Upwardly mobile Established career Executive career Single Single or married Married Married No children Likely no children Growing children Teen / grown childrenSocial / nightlife focus Active lifestyle Family-centric lifestyle Luxury lifestyle
  23. 23. Talent Segmentation Jr. Sr. Engineer Sales Executive Engineer Education? Education? Education? Education? Experience? Experience? Experience? Experience? Motivation? Motivation? Motivation? Motivation? Values? Values? Values? Values? Work Style? Work Style? Work Style? Work Style? Career ambition? Career ambition? Career ambition? Career ambition?Other considerations? Other considerations? Other considerations? Other considerations?
  24. 24. Who are the Heroes?
  25. 25. The most engaged employees aremotivated by a sense of pride They are proud to tell others where they work They care deeply about the future of the organization They are inspired by company leadership and by those they work with
  26. 26. Mission Driven©2013 LinkedIn Corporation. All Rights Reserved. 40
  27. 27. clean energy crusade Save the world here addressing the environmental issues of our time
  28. 28. you could be part of this clean energy crusade passion addressing the environmental issues of our timecollaborative, unpretentious, and driven to achieve our mission.
  29. 29. Lifestyle Driven©2013 LinkedIn Corporation. All Rights Reserved. 43
  30. 30. stable year-round employment.located in some of the most beautiful places in the world
  31. 31. ©2013 LinkedIn Corporation. All Rights Reserved. 45
  32. 32. Sustainability
  33. 33. Giving Back to the Community
  34. 34. ©2013 LinkedIn Corporation. All Rights Reserved.
  35. 35. Going to MarketProjecting your talent brand into the talent marketplace.©2013 LinkedIn Corporation. All Rights Reserved.
  36. 36. Projecting Your Talent Brand into the Talent MarketplaceLiving it Everyday with Your Employees
  37. 37. Projecting Your Talent Brand into the Talent MarketplaceIn Your Community
  38. 38. Projecting Your Talent Brand into the Talent MarketplaceSocial Media
  39. 39. Projecting Your Talent Brand into the Talent MarketplaceOn LinkedIn Why LinkedIn is vital Your Company on LinkedIn Your Employees on LinkedIn Your Career Opportunities on LinkedIn
  40. 40. Why LinkedInProjecting your talent brand into the talent marketplace©2013 LinkedIn Corporation. All Rights Reserved.
  41. 41. Members Worldwide 200,000,000
  42. 42. LinkedIn: By the Numbers +2 100% 1 87%New Members Fortune 500 Fortune 100 Companies Per Second Companies Use our Recruiting Solutions 1 As of May 3, 2012
  43. 43. Identity Insights EverywhereConnect, find, and Be great at what Work wherever our be found you do members work
  44. 44. Engaging the BEST talent, not just active jobseekers Passive 60% Semi Active 10% Very Active Super Passive 8% 22% How would you classify your current job search status?
  45. 45. Passive Candidates Want to Hear from You “Do you mind being contacted by a recruiter on LinkedIn?” 100% Yes, unless I know them 90% 80% Not if the role 70% is relevant 60% “ Not at all, assuming that the inquiry is relevant to 50% my experience. This should be 40% viewed as a benefit of 30% LinkedIn, not a detriment.” 
 Not at all VP, Fortune 500 company 20% 10% 0% 13918 responsesSource: LinkedIn Poll, January 2011, 13918 responses
  46. 46. But… a whole different approach is needed Active candidates Passive candidates • Will apply to ATS • Do not have a current resume • Listen to opportunities • May listen to opportunities • Respond quickly • Do not respond to “apply now” • Seek information • Higher bar to respond
  47. 47. Your Company on LinkedIn
  48. 48. Your Company on LinkedIn
  49. 49. Your Company on LinkedIn
  50. 50. Your Company on LinkedIn
  51. 51. Every Employee is an Ambassador
  52. 52. Top Tips to Cultivate Brand Ambassadors  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 the 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.

  53. 53. Lead by Example The anatomy of a well-branded recruiting profile Descriptive headlineEngaging, friendly picture That goes beyond the titleWho wouldn„t want to workwith Stacy? OTHER FEATURES WE LIKELinksto branded destinations • Core skills, endorsed by her network • Volunteer experiences • Just enough on prior positions to build credibilityKiller summaryWritten in the firstperson, oozing with passion.
  54. 54. Roll it Out
  55. 55. Your Career Opportunities on LinkedIn Addison Augusto Account Executive, ACME systems San Francisco Bay Area | Software JOBS YOU MAY BE INTERESTED IN Account Executive x xyzCo– San Francisco, CA JOBS YOU MAY BE INTERESTED IN Account Executive x xyzCo – San Francisco, CA Sr. Account Executive x Amazon.com – San Francisco, CA Sr. Account Executive x Amazon.com – San Francisco, CA Sales Manager Sales Manager x x NetApp – San NetApp – San Jose, CA CA Jose, Feedback I See more » Feedback I See more »
  56. 56. Your Career Opportunities on LinkedIn Jim Young Account Executive, xyzCo San Francisco Bay Area | Software Current xyzCo, Account Excecutive Previous Acme System, Associate Account Executive Education San Jose University Addison Augusto Sr. Account Executive xyzCo– San Francisco, CA
  57. 57. Taking it to the next level Proactive Recruiting on LinkedIn
  58. 58. A strong talent brand enhances the impactof everything you do More followers = Reduced time to fill More views of your company page and career page = Reduced cost per hire = Improved quality of hire More views of your employee profiles Better InMail response
  59. 59. How do you measure success? Companies measure their employer Only 1 out of 3 brand in a quantifiable way74
  60. 60. Measure your Brand Strength 264,362 264,362 engaged 1,873,354 1,873,354 reached 14%
  61. 61. Your Talent Brand vs. Your Talent Competitors 18% 17% 4/6 Peers: 15% 14% Dynamic, Inc. 11% Golden Phase 9% six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand
  62. 62. Your Talent Brand Across Functions 23% 18% 18% 15% 13% 12% Engineering Operations Marketing Media & Sales Human Communication Resources Talent easiest to engage Talent more difficult to engage
  63. 63. Your Talent Brand Across Geographies 19% 15% 13% 12% 11% 11% United States Canada Argentina India France United Kingdom Talent easiest to engage Talent more difficult to engage
  64. 64. Measure. Engage. Improve. Repeat.©2013 LinkedIn Corporation. All Rights Reserved.
  65. 65. Back to the BIG Takeaways Talent brand is vital to improving recruiting outcomes Every company, regardless of industry, location, and size can harness the power of a strong talent brand Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways

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