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TNS Employee Brand Ambassadors


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We had a recent webcast where we partnered with TNS to bring you valuable research and unique insights on how to utilize your employees to be Talent Brand Ambassadors to drive your talent brand. We also discussed the linkage between employee engagement and cultivating followers on social networks, such as LinkedIn.

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TNS Employee Brand Ambassadors

  1. 1. Cultivating Employees as Brand Ambassadors The Truth About Followers and Connections &  Research insights to drive your talent brand  Reasons to cultivate your followers  Top 5 incentives for employees to become brand ambassadors  Analysis of brand ambassadorship and how it relates to talent recruiting  Linkage between employee engagement and followers  5 reasons employees become drivers of your brand & 4 Essential Tips to Convert your Employees to Talent Brand Ambassadors
  2. 2. ©TNS & LinkedIn 2013 | 2613-12 Poll: What is your role?
  3. 3. ©TNS & LinkedIn 2013 | 2613-12 Presenters Amy Miller Moderator LinkedIn Etienne Tremblin Presenter LinkedIn Mike Schroeder Presenter TNS Employee Insights
  4. 4. ©TNS & LinkedIn 2013 | 2613-12 About TNS Focus on providing innovative solutions:  Employee Engagement  Retention of Top Talent  Brand Awareness  Customer Engagement  Leadership Development Normative database comprised of information from 2+ million employees surveyed annually in 120+ countries Global leader of custom research, analysis and insights with 13,000 employees in 80 countries
  5. 5. ©TNS & LinkedIn 2013 | 2613-12 About LinkedIn Talent Solutions Find and attract the best passive talent - Source anyone on LinkedIn - Target the right person with the right job - Showcase your company's talent brand and culture Sourcing – Employer Branding – Job Distribution - Insights
  6. 6. ©TNS & LinkedIn 2013 | 2613-12 4 Tips to Convert Your Employees to Talent Brand Ambassadors #1 Focus on employee engagement Ensure buy in from senior leadership with a focus on employee engagement and strategic planning #2 Educate your employees Educate your employees on Brand Ambassadorship #3 Encourage ‘Share and Tell’ Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion #4 Measure & monitor your initiatives to gauge success Measure engagement and create action plans that build a foundation of engaged employees and brand ambassadors
  7. 7. ©TNS & LinkedIn 2013 | 2613-12 SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012 People follow companies on social platforms for different reasons Most follow for incentives, rewards, or discounts.1 Follow for news, insights, and product information.2
  8. 8. ©TNS & LinkedIn 2013 | 2613-12 Employee Value Proposition The attributes that you most want associated with your company Employer Branding The delivery of your EVP across every communication touch point both internal and external Brand Promise What is your Employer Value Proposition & Branding?
  9. 9. ©TNS & LinkedIn 2013 | 2613-12 Why should you care?
  10. 10. ©TNS & LinkedIn 2013 | 2613-12 Impact of Social Media People are 3x more likely to spread bad news than good, and social media creates a transparent boundary between your employees and the marketplace Long-term relationships 64% of followers would follow companies “indefinitely” 61% of members are more likely to share information as a result of following a company Brand evangelists Engaged talent pool 71% of members are interested in updates on job opportunities from companies they follow Source: LinkedIn study of 3800+ global professionals conducted in January 2012
  11. 11. ©TNS & LinkedIn 2013 | 2613-12 cost a global manufacturing firm $73 million USD a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism Disengaged employees… Employee Engagement & Business Outcomes TNS Research shows… Employee engagement can increase profitability Higher employee engagement often coincides with a higher level of service quality Employee engagement has an influence on customer retention Source: TNS Case Studies
  12. 12. ©TNS & LinkedIn 2013 | 2613-12 Employee Engagement and Ambassadors
  13. 13. ©TNS & LinkedIn 2013 | 2613-12 Employees that are PROUD of their company and glad to tell people about it Employees who would RECOMMEND their company to others as a good place to work BRAND AMBASSADORS Employee Engagement Recruit & Retain Brand Promise Communicate, Share & Monitor Do You Have Brand Ambassadors? Source: TNS Global Panel Study
  14. 14. ©TNS & LinkedIn 2013 | 2613-12 Creating Brand Ambassadors Brand ambassadors are supported through strong leadership and effective brand training initiatives Top 5 Reasons Employees Become Brand Ambassadors 1. Company brand experience sets us apart 2. I trust senior leadership 3. Work gives me a feeling of accomplishment 4. My company is environmentally responsible 5. I feel valued as an employee 1. Our brand experience sets us apart from competition 2. Supervisor supports brand experience efforts 3. Brand experience coaching and training is effective 4. I understand the behaviors to deliver the brand experience Drivers of Ambassador Efforts Source: TNS Global Panel Study
  15. 15. ©TNS & LinkedIn 2013 | 2613-12 Utilizing Brand Ambassadors Professional connections alone have a significant impact on all parts of talent acquisition, adding brand ambassadorship components will improve perceptions Impact of Connections Source: LinkedIn Study of 7000+ global professionals conducted in March 2012 22% 129% 29%
  16. 16. ©TNS & LinkedIn 2013 | 2613-12 4 Tips to Convert Your Employees to Talent Brand Ambassadors #1 Focus on employee engagement #2 Educate your employees #3 Encourage ‘Share and Tell’ #4 Measure & monitor your initiatives to gauge success
  17. 17. ©TNS & LinkedIn 2013 | 2613-12 Employee Engagement  Highly engaged employees are brand ambassadors  Key drivers of employee engagement:  Managing Performance  Career Development  Recognition  Senior Leadership Case Study – IHG  Administer a semi- annual employee engagement survey for more than 1,110 owned, managed, franchise hotels  Over 5,000 managers are provided with key drivers of employee engagement and specific priority areas  Leaders then develop approximately 2,500 action plans on an annual basis #1 Focus on Employee Engagement
  18. 18. ©TNS & LinkedIn 2013 | 2613-12 Poll: Are your highly engaged employees part of your talent acquisition process? Are your highly engaged employees currently sharing on social media?
  19. 19. ©TNS & LinkedIn 2013 | 2613-12 Questions employees need answers to…  Why is this a great place to work?  What is the value proposition for a new employee?  Why do we exist in the view of our customers?  What type of talent does this organization need to grow?  What resources are available to help with this effort?  What are our social media policies? Case Study A Fortune 500 company in the service industry showed that: Almost 40% of its employees feel restricted by the organization’s social media policy More than half of its employees would share company stories given more flexible social media guidelines After adding social media to their intranet, over 60% of its employees engage in intranet social media sites either daily or weekly #2 EDUCATE YOUR EMPLOYEES
  20. 20. ©TNS & LinkedIn 2013 | 2613-12 Develop and Communicate a Social Media Policy Distribute social media guidelines that encourage participation and reduce fear Provide stories of fellow employees on social media platforms Communicate in the local language and on local platforms Bring Cross- Functional Teams Together Create alignment through communication Encourage social media professional collaboration with colleagues Enhance teamwork by breaking down internal silos Build communities Utilize Intranet & Social Media Sites  Use intranets & social media platforms to highlight the connections across employee engagement and positive customer experiences #3 ENCOURAGE ‘SHARE AND TELL’
  21. 21. ©TNS & LinkedIn 2013 | 2613-12’s Challenge were tasked with hiring hundreds of account executives and sales engineers. CEO Marc Benioff rose to the challenge by asking his employees to turn to their networks to drive applicants:
  22. 22. ©TNS & LinkedIn 2013 | 2613-12 1 Data: 10/15-11/16, excludes weeMikeds’s Success Story The impact was impressive…60% increase in employee referrals that week! 350 Links shared via LinkedIn status updates 2x more than the daily average One post led to… RESULTS 159K Connections ~25% Sales Professionals 40K Companies Shared Links1 By SFDC Employees +128% Likes1 SFDC Employee Posts +70% Status updates visible to:
  23. 23. ©TNS & LinkedIn 2013 | 2613-12  Wild Wild West: No ATS system; each function had a different process  $$$: Spending too much money on agencies  No Employer Brand: No social media presence or differentiation from other companies Increase the company from 200 to 300 employees in a year and build a scalable and strong Talent Acquisition Team Rapid7 had the momentum but if the TA team could not deliver, they were in trouble Rapid7’s Makeover: Before GOAL Challenges
  24. 24. ©TNS & LinkedIn 2013 | 2613-12 Transformation Rapid7’s Makeover: After INVOLVED EMPLOYEES Put employees on a pedestal; they raved about how awesome Rapid 7 is INVESTED IN LINKEDIN TOOLS “Seeing what LinkedIn did with previous employer, I put all my money in LinkedIn.” STRENGTHENED TWO WAY SOCIAL MEDIA “If someone tweets about how awesome we are, say ‘Yeah, we are. Want to work with us?’ ” RESULTS FROM 70% TO 100% OF EMPLOYEES ON LINKEDIN FROM 1,000 TO OVER >4,000 FOLLOWERS 94% HIGH EMPLOYEE SATISFACTION SURVEY RATING 2012 BOSTON BEST PLACES TO WORK ACTIONS
  25. 25. ©TNS & LinkedIn 2013 | 2613-12 Employee Engagement  Measure employee engagement and focus on the key drivers necessary to create brand ambassadors Training & Coaching  Management  Brand ambassadors Brand Ambassador Programs  Impact or utilizing networks for recruiting top talent  Social media programs Case Study  A business unit reported estimated savings of lost productivity by improving engagement by $30 million per year  Operating profit increased from $1.2 billion to over $2 billion  Functional and department leaders utilized an online action planning and best practices platform in order to implement both global and local action plans #4 MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS
  26. 26. ©TNS & LinkedIn 2013 | 2613-12 What you need to know
  27. 27. ©TNS & LinkedIn 2012 | 2613-12 What you need to know #1 activity on LinkedIn = viewing profiles of connections.  Help your employees be strong representatives by hosting a “lunch and learn” session to provide tips to improve their profiles.  Use ad space on employee profiles to drive traffic to your LinkedIn Career Page. Employees are automatically followers when listing their company employment.  Send targeted company status updates on LinkedIn.  Highlight your brand ambassadors on your Career Page.  Deploy targeted version of Career Pages to showcase relevant employees and opportunities to visitors. Employees can amplify your message.  Encourage employees to share key updates to distribute your message to their connections.  Broaden your distribution of job opportunities to employees’ circles and increase employee referrals. Work With Us Own the ad space on your employees’ profiles LinkedIn Jobs Employees share high priority jobs with their network LinkedIn Career Pages Build your employer brand with highlighting your brand ambassadors
  28. 28. ©TNS & LinkedIn 2012 | 2613-12 Training and engaged employees are MORE likely to create brand ambassadors Engaged employees are LESS likely to leave, lowering overall costs of recruiting Summary Engagement & Your Brand LinkedIn & TNS Employee Insights research converge on two key findings…
  29. 29. ©TNS & LinkedIn 2013 | 2613-12 Questions? Please email us at: with any confidential questions
  30. 30. ©TNS & LinkedIn 2013 | 2613-12 Etienne Tremblin LinkedIn solutions @EtienneTremblin Mike Schroeder TNS Employee Insights @tns_insights Building the future of insights together! Contact us