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E M P L O Y E R B R A N D I N G I N T H E
E R A O F T A L E N T
I N T E L L I G E N C E
Keynote
1
“ ”
T I M B E R N E R S - L E E
2
Engineer, Computer Scientist, Professor, Inventor of the World Wide Web
It’s difficult to imagine the power that
you’re going to have when so many
different sorts of data are available.
3
TA professionals see data and machine learning as key
trends shaping the future of hiring and recruiting.
50% 35%
Data Artificial Intelligence
View data as
very/extremely
important in shaping
the future
View artificial
intelligence as
very/extremely
important in shaping
the future
SOURCE: LinkedIn Global Recruiting Trends 2018
50% 35%
Data Artificial Intelligence
View data as
very/extremely
important in
shaping the future
View AI as
very/extremely
important in shaping
the future
Yet TA professionals recognize there’s still a ways to go
in leveraging data and AI.
35% 8%View data as
mostly/completely
adopted
View AI as
mostly/completely
adopted
FUTUREREALITY
SOURCE: LinkedIn Global Recruiting Trends 2018
As the talent landscape shifts and new challenges arise,
data becomes the new superpower.
DATA AND INSIGHTS
How do I find
quality talent?
How do I beat the
competition?
How do I become a
strategic talent advisor?
Universal Access Endless Opportunity Increased Intensity
Employer Branding in the Era of Talent Intelligence
It’s using data and insights to make people your competitive advantage. It
influences every step in the recruiting process.
This is the era of talent intelligence.
Being first matters. Winning companies will leverage data
and AI to hire the best people.
Use insights to shape your employer brand
strategy
Address key questions and problems
9
P R I O R I T I Z A T I O
N O F T A L E N T
N E E D S
F I N D Y O U R
T A R G E T
A U D I E N C E
D E T E R M I N E
T H E R I G H T
M E S S A G I N G
M E A S U R E
Y O U R
C O M P A N Y
C U L T U R E
U S I N G I N S I G H T S T O G U I D E
Y O U R E M P L O Y E R B R A N D
S T R A T E G Y
10
“ ”
S A M A N T H A A L L E N
11
Busy Recruiter, Acme Co.
I need to hire 1,000
people this year.
Talent Prioritization Matrix – outline your
needs
12
Functional
Area
Projected
Hires for
2018
Region(s) Target Job Title
Years of
Experience
Brand
Temperature
Score
Demand
Score
Sales 325
US, Mexico,
Canada, UK,
India
Account Manager, Account Executive, Sales
Development, Business Development,
Relationship Manager
5+ 8 2
Engineering 250 US, India
Software Engineer, Application Developer,
User Experience Designer, Data Scientist,
Software Developer
3
+
2 10
Marketing 45
US, UK,
Australia
Marketing Manager, Social Media Manager,
Brand Strategist
2+ 2 7
Finance 45 US, UK Finance Manager, Financial Analyst 4+ 8 7
Operations 115 China, India Operations Manager, Project Manager 2+ 3 6
IT 145
US, Mexico,
India
IT Program Manager, Sr. IT Manager, IT
Auditor 1+ 7 3
Talent Prioritization Matrix – What are the
biggest areas to focus on?
13
• Identify largest areas of need
• Helps to allocate resources
accordingly
• Rationale to provide hiring
managers/lines of business
35%
27%
5%
5%
12%
16%
Projected Hires for 2018
Sales
Engineering
Marketing
Finance
Operations
IT
Talent Prioritization Matrix – What strategy
should I use to engage each audience?
14
Brand Temperature Score –
How likely is this talent pool to
engage with us?
Demand for Talent Score –
How in demand is this talent
pool? How important/urgent is
the need?
1:Many
Keep warm with
automated
nurturing
1:Many
Engage through
targeted
campaigns
1:1
Recruiter
relationship
building
Brand Temperature Score
Demand
for Talent
High
Low
Low High
Talent Prioritization Matrix – Map the right
strategy to the right audience
15
1:1 – Recruiter Outreach
• High priority hiring needs with talent that’s engaged with
your brand
• Receptive and responsive
1:Many – Targeted Campaigns
• High priority hiring needs but talent needs to be warmed
up
• Targeted campaigns help move talent to the top right
quadrant
1:Many – Automated Nurture
• Lower priority hiring needs and talent is engaged with your
brand
Sales
Engineering
Marketing Finance
Operations
IT
Product
Management
Legal
R&D
Support
0
2
4
6
8
10
12
0 2 4 6 8 10
DemandforTalent
Brand Temperature Score
Talent Priority Matrix
1:Many – Targeted
Campaigns
1:1 – Recruiter Outreach
1:1 Many – Automated
Nurture
16
1:1 – Recruiter Outreach
• LinkedIn Recruiter inMails
1:Many – Targeted Campaigns
• Targeted Recruitment Ad and Sponsored Updates
campaigns to build awareness and get audience
engaged
• Pipeline Builder to drive leads
1:Many – Automated Nurture
• “Always-on” Recruitment Ads and Sponsored Updates
to stay top-of-mind
• LinkedIn Career Page
• Work With Us ads on employee profiles
Sales
Engineering
Marketing Finance
Operations
IT
Product
Management
Legal
R&D
Support
0
2
4
6
8
10
12
0 2 4 6 8 10
DemandforTalent
Brand Temperature Score
Talent Priority Matrix
1:Many – Targeted
Campaigns
1:1 – Recruiter Outreach
1:1 Many – Automated
Nurture
Talent Prioritization Matrix – Map the right
strategy to the right audience
Talent Pool Data – key trends
17
• Key cities attracting
talent and industry
talent flows can help
you broaden your
search
• Dig into talent flows to
better understand your
key competitors for
talent
Talent Pool Data – What matters most to
people?
18
Engage meaningfully – Build
messaging that resonates with
your ideal talent
Adjust accordingly –
Differentiate your employer
brand based on what each
audience segment cares about
M E A S U R I N G T H E S T R E N G T H
O F Y O U R E M P L O Y E R B R A N D
19
Talent Brand Index – Are people engaged with
your brand?
20
Talent Brand Reach
Talent
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
Viewing employee profiles
Connecting with your employees
85,000
members
members
11,000
Researching company and career pages
Following your company
Viewing jobs and applying
Talent Brand Index – Are people engaged with
your brand?
21
Talent Brand Reach
Talent
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
85,000
members
members
11,000
Talent Brand Index
=
Talent Brand Engagement
Talent Brand Reach 13%X 100 =
Talent Brand Index – Benchmark and track
22
10%
12% 13%
18%
22%
25%
30%
0%
5%
10%
15%
20%
25%
30%
35%
Talent Brand Index
0%
5%
10%
15%
20%
25%
30%
MAY JUNE JULY AUGUSTSEPTEMBEROCTOBER
Talent Brand Index
ELO score – Are you winning or losing the
game?
23
Quality of
opponent matters.
It matters who you
win and lose
against.
50
53
40
54
• If you hire from competitors
with a higher score, you gain
more points
• If you hire from competitors
with a lower score, you gain
fewer points
ELO Score – Weighting your wins and losses
by quality
24
Everyone starts at a
score of 50
When you hire talent, you gain
points
When you lose talent,
you lose points
Quality of Hire matters: It
matters who you win and lose
against
SCORE
of 50
*The scoring takes into account the size of the company
53
40
54
ELO Score – Bringing real life trends to life at
the company level
25
Let’s look at this Tech hiring strength over the past 5 years against some of its largest talent competitors
How has your Talent Brand Strength changed over time?
TalentBrandStrengthScore
26
Talent Flows – Insight without an algorithm
Just how important are behaviors, exactly?
27
5 6 1 % M O R E R E A C H
The percentage that brand messages
get when shared by employees on
social media compared to when a
company shares the same message.
8 X M O R E E N G A G E M E N T
The engagement that content shared
by employees gets, relative to a brand.
#hashtags – Insight into internal brand
strength
28
29
Data
Visualization
is the presentation of
data in a pictorial or
graphical format. It
enables decision
makers to see analytics
presented visually, so
they can grasp difficult
concepts or identify new
patterns.
W H A T D O E S T H I S A C T U A L L Y
L O O K L I K E I N P R A C T I C E ?
Success Stories
30
Success Story: Competitive Intelligence
Intel determines location strategy of billboard campaign with LinkedIn Talent Insights
IMPACT
Increased awareness
with target audience
and experienced 20% lift
in traffic to career site
Built trust with key
stakeholders
Time savings
SOLUTION
Used LTI to select
Krakow for billboard
campaign given large
population of desired
talent and talent was
heavily concentrated in a
few top organizations
CHALLENGE
Which city in Poland
should Intel run a
billboard campaign
in to recruit software
engineers?
“When we plan an employer branding campaign, we can’t rely on
our gut feeling. Talent Insights gave us the data we needed to build
a sound recruitment strategy and make an informed decision.”
JAKUB SKALIK
TALENT ATTRACTION & LEAD
GENERATION
Atlassian better aligns recruitment marketing using LinkedIn Talent Insights
IMPACT
Reallocated budget
more appropriately
More effective
communication with
leadership
Increased confidence
in the strategy
“By using LinkedIn Talent Insights, I was able to better
communicate to my executive team why we were facing
specific challenges and justify a budget increase to reach
our hiring goals.”
DEVIN ROGOZINSKI
HEAD OF TALENT
MARKETING
SOLUTION
Used LTI to see that
the talent pool in desired
locations for designers
is significantly smaller,
requiring more
investment per hire
CHALLENGE
How should Atlassian
allocate their talent brand
budget between
developers and designers
to meet
their hiring goals?
Success Story: Employer Branding
Key
Takeaways
1. Companies win by using data
and insights to hire the best
people
2. Insights should guide your
employer brand strategy
3. Improve over time by tracking
the strength of your employer
brand
33
I M P O R T A N T T H I N G S T O
R E M E M B E R
“ ”
W . E D W A R D S D E M I N G
34
statistician, professor, author, lecturer, and consultant
In God we trust, all others
must bring data.

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Employer Branding in the Era of Talent Intelligence

  • 1. E M P L O Y E R B R A N D I N G I N T H E E R A O F T A L E N T I N T E L L I G E N C E Keynote 1
  • 2. “ ” T I M B E R N E R S - L E E 2 Engineer, Computer Scientist, Professor, Inventor of the World Wide Web It’s difficult to imagine the power that you’re going to have when so many different sorts of data are available.
  • 3. 3
  • 4. TA professionals see data and machine learning as key trends shaping the future of hiring and recruiting. 50% 35% Data Artificial Intelligence View data as very/extremely important in shaping the future View artificial intelligence as very/extremely important in shaping the future SOURCE: LinkedIn Global Recruiting Trends 2018
  • 5. 50% 35% Data Artificial Intelligence View data as very/extremely important in shaping the future View AI as very/extremely important in shaping the future Yet TA professionals recognize there’s still a ways to go in leveraging data and AI. 35% 8%View data as mostly/completely adopted View AI as mostly/completely adopted FUTUREREALITY SOURCE: LinkedIn Global Recruiting Trends 2018
  • 6. As the talent landscape shifts and new challenges arise, data becomes the new superpower. DATA AND INSIGHTS How do I find quality talent? How do I beat the competition? How do I become a strategic talent advisor? Universal Access Endless Opportunity Increased Intensity
  • 8. It’s using data and insights to make people your competitive advantage. It influences every step in the recruiting process. This is the era of talent intelligence. Being first matters. Winning companies will leverage data and AI to hire the best people.
  • 9. Use insights to shape your employer brand strategy Address key questions and problems 9 P R I O R I T I Z A T I O N O F T A L E N T N E E D S F I N D Y O U R T A R G E T A U D I E N C E D E T E R M I N E T H E R I G H T M E S S A G I N G M E A S U R E Y O U R C O M P A N Y C U L T U R E
  • 10. U S I N G I N S I G H T S T O G U I D E Y O U R E M P L O Y E R B R A N D S T R A T E G Y 10
  • 11. “ ” S A M A N T H A A L L E N 11 Busy Recruiter, Acme Co. I need to hire 1,000 people this year.
  • 12. Talent Prioritization Matrix – outline your needs 12 Functional Area Projected Hires for 2018 Region(s) Target Job Title Years of Experience Brand Temperature Score Demand Score Sales 325 US, Mexico, Canada, UK, India Account Manager, Account Executive, Sales Development, Business Development, Relationship Manager 5+ 8 2 Engineering 250 US, India Software Engineer, Application Developer, User Experience Designer, Data Scientist, Software Developer 3 + 2 10 Marketing 45 US, UK, Australia Marketing Manager, Social Media Manager, Brand Strategist 2+ 2 7 Finance 45 US, UK Finance Manager, Financial Analyst 4+ 8 7 Operations 115 China, India Operations Manager, Project Manager 2+ 3 6 IT 145 US, Mexico, India IT Program Manager, Sr. IT Manager, IT Auditor 1+ 7 3
  • 13. Talent Prioritization Matrix – What are the biggest areas to focus on? 13 • Identify largest areas of need • Helps to allocate resources accordingly • Rationale to provide hiring managers/lines of business 35% 27% 5% 5% 12% 16% Projected Hires for 2018 Sales Engineering Marketing Finance Operations IT
  • 14. Talent Prioritization Matrix – What strategy should I use to engage each audience? 14 Brand Temperature Score – How likely is this talent pool to engage with us? Demand for Talent Score – How in demand is this talent pool? How important/urgent is the need? 1:Many Keep warm with automated nurturing 1:Many Engage through targeted campaigns 1:1 Recruiter relationship building Brand Temperature Score Demand for Talent High Low Low High
  • 15. Talent Prioritization Matrix – Map the right strategy to the right audience 15 1:1 – Recruiter Outreach • High priority hiring needs with talent that’s engaged with your brand • Receptive and responsive 1:Many – Targeted Campaigns • High priority hiring needs but talent needs to be warmed up • Targeted campaigns help move talent to the top right quadrant 1:Many – Automated Nurture • Lower priority hiring needs and talent is engaged with your brand Sales Engineering Marketing Finance Operations IT Product Management Legal R&D Support 0 2 4 6 8 10 12 0 2 4 6 8 10 DemandforTalent Brand Temperature Score Talent Priority Matrix 1:Many – Targeted Campaigns 1:1 – Recruiter Outreach 1:1 Many – Automated Nurture
  • 16. 16 1:1 – Recruiter Outreach • LinkedIn Recruiter inMails 1:Many – Targeted Campaigns • Targeted Recruitment Ad and Sponsored Updates campaigns to build awareness and get audience engaged • Pipeline Builder to drive leads 1:Many – Automated Nurture • “Always-on” Recruitment Ads and Sponsored Updates to stay top-of-mind • LinkedIn Career Page • Work With Us ads on employee profiles Sales Engineering Marketing Finance Operations IT Product Management Legal R&D Support 0 2 4 6 8 10 12 0 2 4 6 8 10 DemandforTalent Brand Temperature Score Talent Priority Matrix 1:Many – Targeted Campaigns 1:1 – Recruiter Outreach 1:1 Many – Automated Nurture Talent Prioritization Matrix – Map the right strategy to the right audience
  • 17. Talent Pool Data – key trends 17 • Key cities attracting talent and industry talent flows can help you broaden your search • Dig into talent flows to better understand your key competitors for talent
  • 18. Talent Pool Data – What matters most to people? 18 Engage meaningfully – Build messaging that resonates with your ideal talent Adjust accordingly – Differentiate your employer brand based on what each audience segment cares about
  • 19. M E A S U R I N G T H E S T R E N G T H O F Y O U R E M P L O Y E R B R A N D 19
  • 20. Talent Brand Index – Are people engaged with your brand? 20 Talent Brand Reach Talent Talent that’s familiar with you as an employer Talent Brand Engagement Talent that is interested in you as an employer Viewing employee profiles Connecting with your employees 85,000 members members 11,000 Researching company and career pages Following your company Viewing jobs and applying
  • 21. Talent Brand Index – Are people engaged with your brand? 21 Talent Brand Reach Talent Talent that’s familiar with you as an employer Talent Brand Engagement Talent that is interested in you as an employer 85,000 members members 11,000 Talent Brand Index = Talent Brand Engagement Talent Brand Reach 13%X 100 =
  • 22. Talent Brand Index – Benchmark and track 22 10% 12% 13% 18% 22% 25% 30% 0% 5% 10% 15% 20% 25% 30% 35% Talent Brand Index 0% 5% 10% 15% 20% 25% 30% MAY JUNE JULY AUGUSTSEPTEMBEROCTOBER Talent Brand Index
  • 23. ELO score – Are you winning or losing the game? 23 Quality of opponent matters. It matters who you win and lose against.
  • 24. 50 53 40 54 • If you hire from competitors with a higher score, you gain more points • If you hire from competitors with a lower score, you gain fewer points ELO Score – Weighting your wins and losses by quality 24 Everyone starts at a score of 50 When you hire talent, you gain points When you lose talent, you lose points Quality of Hire matters: It matters who you win and lose against SCORE of 50 *The scoring takes into account the size of the company 53 40 54
  • 25. ELO Score – Bringing real life trends to life at the company level 25 Let’s look at this Tech hiring strength over the past 5 years against some of its largest talent competitors How has your Talent Brand Strength changed over time? TalentBrandStrengthScore
  • 26. 26 Talent Flows – Insight without an algorithm
  • 27. Just how important are behaviors, exactly? 27 5 6 1 % M O R E R E A C H The percentage that brand messages get when shared by employees on social media compared to when a company shares the same message. 8 X M O R E E N G A G E M E N T The engagement that content shared by employees gets, relative to a brand.
  • 28. #hashtags – Insight into internal brand strength 28
  • 29. 29 Data Visualization is the presentation of data in a pictorial or graphical format. It enables decision makers to see analytics presented visually, so they can grasp difficult concepts or identify new patterns.
  • 30. W H A T D O E S T H I S A C T U A L L Y L O O K L I K E I N P R A C T I C E ? Success Stories 30
  • 31. Success Story: Competitive Intelligence Intel determines location strategy of billboard campaign with LinkedIn Talent Insights IMPACT Increased awareness with target audience and experienced 20% lift in traffic to career site Built trust with key stakeholders Time savings SOLUTION Used LTI to select Krakow for billboard campaign given large population of desired talent and talent was heavily concentrated in a few top organizations CHALLENGE Which city in Poland should Intel run a billboard campaign in to recruit software engineers? “When we plan an employer branding campaign, we can’t rely on our gut feeling. Talent Insights gave us the data we needed to build a sound recruitment strategy and make an informed decision.” JAKUB SKALIK TALENT ATTRACTION & LEAD GENERATION
  • 32. Atlassian better aligns recruitment marketing using LinkedIn Talent Insights IMPACT Reallocated budget more appropriately More effective communication with leadership Increased confidence in the strategy “By using LinkedIn Talent Insights, I was able to better communicate to my executive team why we were facing specific challenges and justify a budget increase to reach our hiring goals.” DEVIN ROGOZINSKI HEAD OF TALENT MARKETING SOLUTION Used LTI to see that the talent pool in desired locations for designers is significantly smaller, requiring more investment per hire CHALLENGE How should Atlassian allocate their talent brand budget between developers and designers to meet their hiring goals? Success Story: Employer Branding
  • 33. Key Takeaways 1. Companies win by using data and insights to hire the best people 2. Insights should guide your employer brand strategy 3. Improve over time by tracking the strength of your employer brand 33 I M P O R T A N T T H I N G S T O R E M E M B E R
  • 34. “ ” W . E D W A R D S D E M I N G 34 statistician, professor, author, lecturer, and consultant In God we trust, all others must bring data.

Editor's Notes

  1. You may have started to hear about talent intelligence – at Talent Connect, in recent blog posts, from your RM – and I want to start by taking a moment to walk you through what that means and why it’s so important.
  2. Tim Berners-Lee (the literal inventor of the internet) once said, “It’s difficult to imagine the power that you’re going to have when so many different sorts of data are available.” Even at the very beginning, he knew the tremendous potential data access would have on the future of the world.
  3. Well, we don’t have to imagine anymore, because that time is now. You are here, in an age when you have a vast amount of data at your fingertips. Photo by John Baker on Unsplash
  4. TA professionals see data and machine learning as key trends shaping the future of hiring and recruiting. For our 2018 Global Recruiting Trends, we interviewed industry experts about the state of hiring and two trends emerged: data and artificial intelligence. 50% of industry experts view data as extremely important in shaping the future, and 35% view artificial also important in shaping the future.
  5. While recognized as important, there is still progress to be made by TA professionals in adopting data and AI to shape their recruiting and hiring. Only 35% view data as completely adopted, and a mere 8% view AI as adopted. Whether seemingly too daunting, complex, or out of reach, there is much progress to be made. Hopefully today, I’ll make it seem just a little bit easier!
  6. With this changing talent landscape and near universal access to data, come new challenges. The quality bar from hiring managers keeps raising higher and higher, making it necessary to understand a person beyond just their profile and to find those people in new places. When all recruiters have access to the same names as you, and those candidates have access to endless opportunities, how do you reach out in the right way in the right time to stand out? And when you’re getting asked questions from leadership, how to do you become a strategic talent advisor? TA professionals are turning to data and insights to solve these challenges. In an age of ubiquitous opportunity, where increased transparency means job seekers can find jobs, companies and connections anywhere, it becomes even more important to have a strong employer brand to stand out among the competition. You can turn to data and insights to drive your brand strategy.
  7. (Ask audience a question) – How many of you today feel like you have an employer brand strategy that is primarily insights-driven? (I’m assuming a very small number of hands will go up.) I’m not surprised that you didn’t raise your hands, that’s why you’re here today and that’s ok! And frankly, that’s my point. Right now, a lot of times, it’s a little bit of a crap shoot in terms of what will attract and engage your ideal talent. You try a little LinkedIn, a little Facebook, some video and some blogs, and a mix of messaging to see what sticks. That’s normal, and I’m all for trying a number of things, but if you let insights guide that trial and error, and direct you from the beginning, you’ll increase those odds from just 50/50.
  8. And when it comes to adopting data and AI, being first matters. Adoption of an insights-driven recruiting approach, coupled with your knowledge and instincts, will separate the winners from the losers. The race to win in this new game has begun. The era of talent intelligence means using data and insights to make people your competitive advantage and it influences every step in the recruiting process, including employer branding.
  9. There are four key areas we’ll talk about today in which insights can help shape your employer brand strategy. You can use data to address key questions and problems related to: The prioritization of talent needs Finding your target audience Determining the right messaging And measuring our company culture
  10. The first 3 of those 4 areas are about using insights to guide your employer brand strategy, so we’ll start there!
  11. Imagine you’re talking to Samantha Allen, a busy recruiter, and she says, “I need to hire 1,000 people this year.” “Ok, that’s a lot of people!” you say. But who are those 1,000 people? (Ask the audience) “What else would you want to know about them?” (Give people a chance to shout out some answers.) Exactly! You’re going to want to know things like where they’re located, if they’re all urgently needed or some lower priority, how experienced they need to be. Just hearing that Samantha needs to hire 1,000 people in and of itself, isn’t all that helpful. It’s just one data point. Now, let’s take it a step further and start to unpack that number.
  12. (Ask the audience) “Have any of you ever seen or used something called a priority matrix? (If anyone says yes, you can ask a little more about it.) The talent prioritization matrix process I’m going to take you through helps someone like Samantha get from that 1,000 hires number to actionable insights. To put those 1,000 hires into a more helpful format, we’re going to break that down by functional area, projected hires, regions, job titles in that bucket, and years of experience. We’ll get into brand temperature score and demand score in more detail in just a bit. (click) Let’s go through the first line together. One of Samantha’s largest areas of need is sales. In 2018, she is projected to hire 325 sales people in US, Mexico, Canada, the UK, and India. She’s listed out some of the key titles she will need to hire for, titles like Account Manager and Account Executive. On average, she’d like these people to have 5+ years of experience. As I said, I’ll go into more detail and brand temperature score and demand score in just a moment, but for now, here’s what you need to know: Sales people have a high brand temperature score meaning they’re very engaged with Acme Co’s brand. They have a low demand score meaning they’re a consistent, but non-urgent hiring need and there’s a large talent pool of sales people making them a less difficult hiring segment. (click) You then just continue filling out rows until you’ve covered all of your needs. Now, we’ve got something that’s starting to look more useful.
  13. We can take it a step further, by making the data even more visual, thus making it easier to pull out key insights. Now, when we look at this chart we can quickly see the largest areas of need. This can help you allocate resources accordingly and provide rationale to your hiring managers and lines of business about why you’ve allocated resources a certain way. You can of course chart this out various different ways, we’ve just used function as our example.
  14. Once you’ve mapped out your key audiences and needs, it’s helpful to gather insights that will determine what employer brand strategy you should use for each audience. Using a brand temperature score and a demand for talent score, you can plot out each of your hiring segments on this 4x4 matrix. The quadrant a segment lands in will tell you which type of brand outreach to use. As promised, now I’ll dive into brand temperature score and the demand for talent score. (click) First, the brand temperature score is a measure of how likely a talent pool is to engage with your company and brand, you could also think of it as an affinity score. Talent that has a preference for you company, shows interest in your employer brand, is more responsive to your messaging – these talent pools will have a higher brand temperature score. Talent pools that are unfamiliar with your brand, don’t interact with your company, have negative feelings about your brand – these talent pools will have a low brand temperature score. You may be measuring your brand strength in some way today (through something like talent brand index, or brand survey daya) in which case you can use that to rate the brand temperature score. But even in the absence of that, you can use a rating scale of 1-10 (10 being highly favorable) and assign scores to your talent pools based on your knowledge and qualitative feedback. (click) On the y-axis, you’ll plot the demand for talent score. This score is an assessment of how difficult and/or urgent it is to hire that segment. A really in-demand talent pool (like engineers) or a very niche talent pool (like rocket scientists) will have a high demand score. A very large talent pool that isn’t as difficult to hire from or isn’t as urgent of a need will have a lower score. Entry level sales people for example, might have a lower demand score since there’s a large talent pool. If you have a very urgent need for that talent, however, it may mean the score goes up a bit. Again, for the purposes of our discussion and exercises today, we’ll use a rating scale of 1-10 and assign scores based on knowledge and experience.
  15. If you think back to the spreadsheet of hiring needs from a few slides back, each segment was given a brand temperature score and a demand for talent score. Based on those scores, each segment is now mapped out on this priority matrix. For the top right quadrant, the best strategy is 1:1 recruiter outreach. The talent in this quadrant have high demand scores, meaning their high priority or urgent roles, and also highly receptive and responsive to your company due to their high brand temperature score. It’s a quality use of recruiters time to reach out to these very warm audiences. In the top left quadrant, you have talent pools that high priority or difficult to hire, hence the high demand scores. This group, however, has low brand temperature scores meaning they still need to be warmed up before they’re going to respond to an inMail or specific job. That’s where targeted campaigns with very focused messaging come in. In the bottom right quadrant, you have talent pools that are large and easier to hire from as well as receptive to your brand. For this group, an automated approach to nurture talent will give you a steady flow of candidates.
  16. From a tactical perspective, what does this look like on LinkedIn? For the 1:1 recruiter outreach, this is where your inMails come in. The 1:Many targeted campaigns can utilize highly targeted recruitment ads and sponsored updates to build awareness and get audiences engaged with goal of moving them over to the 1:1 recruiter outreach quadrant. You may also use those campaign to drive to Pipeline Builder pages to generate leads. The 1:Many automated nurture campaigns are more of an “always-on” strategy to keep your brand top of mind. LinkedIn Career Pages and Work With Us ads are also great ways to capitalize on key touch points with these segments.
  17. The talent priority matrix is a great way to get micro level insights about your own needs. But if you need more macro level data about overall talent pools? That’s where talent pool data comes in! For example, you can look at data showing key cities and industries attracting a specific type of talent. These screenshots happen to show data for the computer software industry. This type of information can help you determine the right targeting parameters, and perhaps broaden your possibilities, based on the trends you uncover.
  18. So now you know your audience, but what do they care about? If your employer brand messaging is going to be successful it should appeal to what matters most to people. Data about what talent values most in terms of career opportunities helps you engage meaningfully and build messaging that resonates with your ideal talent. One size doesn’t fit all, by looking at this type of data for each of your key hiring segments, you can then adjust your messaging accordingly, and differentiate your employer brand based on what each segment cares about. You can play up or play down the relevant aspects of your brand and job opportunities.
  19. We’ve just gone through a number of different ways you can use insights to guide your employer brand strategy. But once your strategy is in place, how do you assess if it’s performing? How do you measure the strength of your employer brand?
  20. One method of doing this is what we call talent brand index. (Ask the audience) “How many of you have seen your talent brand index and use it as a KPI?” (If a huge portion of the audience is familiar with TBI you can move quickly through these slides.) Talent brand index is a measurement that helps tell you how engaged people are with your talent brand and company. There are two key components to your TBI. The first is talent brand reach, this represents the talent that’s familiar with you as an employer measured by people viewing your employees’ profiles and connecting with employees. These people may not know much about what it’s like to work at your company, but they are aware of you. The next is talent brand engagement. These are the people that are researching your company, following your company, and maybe viewing or applying to jobs. They farther down the hiring funnel and are engaging with you.
  21. To calculate your talent brand index, you simply determine the percentage of your reach that’s engaged. In this example, that’s 11,000 divided by 85,000, so 13%. You’re probably saying to yourself, “Ok, that’s nice and all, but is that good, bad, improving?”
  22. So you can start to track your TBI against competitors and over time. (or by function or geography) Now it becomes a more useful insight. If you see that your TBI is at the top end of your competitors and improving over time, then you’re doing great and your employer brand strategy is working well at getting people to engage with you. If you see that you’re lagging your competitors, or lagging in certain functions for example, you can address those issues and implement tactics to get people engaged. Over time, you can assess if you’re winning or losing regarding your employer brand strength.
  23. Another way of thinking about winning and losing is something called an ELO score. If any of you are familiar with chess or tennis you may have heard of this. Anyone? The ELO score method is based on the notion that the quality of your opponent matters, it matters who you win and lose against. Every chess player has an ELO score, the higher the better. If you beat me in a game of chess, it wouldn’t mean all that much. (I’m not very good at chess!) But if you beat someone like Bobby Fischer, that would really mean something! The same argument holds for talent wins and losses. If you’re losing highly skilled, tenured engineers to top competitors, that’s a more impactful loss to your organization than losing entry level customer service representatives to small competitors. (No offense to the customer service reps!) https://metinmediamath.wordpress.com/2013/11/27/how-to-calculate-the-elo-rating-including-example/
  24. With an ELO score, every company starts with a score of 50, that’s the baseline. You then score the company like a chess player based on hires (wins) and departures (losses) over time. When you hire, you gain points, when you lose talent, you lose points. But the key is quality, it matters. You get more points for hires from top competitors, and fewer points if you hire from lesser competitors. Same thing goes for losses. You lose more points for talent losses to top competitors and lose fewer points for losses to smaller competitors. It’s a weighted score.
  25. Similar to TBI, tracking this over time is where the real insight is found. Here's an example of what I mean.  Take a look at the blue line here which represents the ELO score of a certain tech company.  In 2013, they were attracting high quality talent but as they continued to hire and grow, their ELO fell.  They were hiring more than ever but the quality was decreasing- in part due to unfavorable impressions of their company culture.   You can imagine that a candidate who is faced with a choice of this company or another, more and more, they chose the other- sometimes smaller, less known- company.   When we aggregate the data points, they tell a worrying story about the talent brand.  
  26. Hold up.  What if you don't have the luxury of a team of data scientists or a fancy new algorithm? Anyone can build talent flows.   Your organization likely measures attrition- regretted and non regretted.   I would suggest a data driven approach to looking at where people are going.   Who are the bigger and smaller players who are gaining more of your talent?   And even more importantly, who are you losing to?  It's one thing to lose 4 people to a start up.  But what if you lose your 4 best sales people to that start up?  In one quarter?   In this screenshot here (a sneak peak of our new talent insights product launching later this year!), you can see another way to look at hires and departures. Candidates show their true feeling about your brand when they decide to work for you, or leave your company to work for someone else. We can see this company, Flexis, is net losing talent to Zoomjax and gaining from Freshing.  That’s mildly interesting, but may provide more questions than answers- who are we losing?  Where?  Should we care?  It gives you a jumping off point to answer more critical questions. If you learn that you’re losing talent to Zoomjax and then discover its because they’re perceived as having more challenging work and a more diverse working environment, you have specific items you can address with your brand messaging.
  27. We talked about looking at outcomes to measure talent brand.  But how do culture and behaviors that lead to those outcomes.   How do you think about creating and then communicating the culture you want?  It starts with your employees.   A few statistics that paint the picture that your online presence – your brand – has on other people. It’s more powerful than a company brand – people trust people more than they do companies. Those people need to see/hear the right information about you, and they need to see it regularly.
  28. Which brings me to my next point: the most powerful tool you have for broadcasting your culture and talent brand is your own employees. In 2015, we started the LinkedIn Life hashtag, #linkedinlife. Our employees can use this hashtag to share all of the goodness at LinkedIn! (Ask the audience) “How many of you have employer brand hashtags?” If not, it’s an easy thing to start! Now, we can refer job candidates to this hashtag so they can quickly get a sense of the culture. You can even do this for individual team, we have #solutionslife for our team! And of course, we can track this data too! (click) Looking at trends over time helps us see if our employees are remaining engaged and involved in sharing, and we can identify times of year when we might need to give them a little extra push. Maybe a fun contest or two!
  29. The last point I want to leave with about data specifically, is the importance of making that data visual. Data visualization enables decision makers to grasp difficult concepts quickly or identify new and important patterns. A bunch of data points in a spreadsheet aren’t that helpful, bringing them to life through the right visualization makes them insightful and actionable. https://www.hrdigitaltoday.com/blog/2018/04/guest-post-by-richard-hanson-how-data-driven-employer-branding-can-help-hr-teams-hit-the-target
  30. And what does this look like in action? Let me take you through a couple of real life examples from customers in our talent insights charter group.
  31. LAUREN: Meet Jakub – Talent Attraction & Lead Gen at Intel CHALLENGE: Facing a shortage of software engineers at Intel’s offices in Gdansk, Poland, Jakub and his team wanted to invest in an employer branding billboard campaign to attract talent from neighboring cities. SOLUTION: When searching for individuals skilled in C and C++, LinkedIn Talent Insights revealed large populations of their desired talent in Krakow and Warsaw. Competitive insights further revealed that talent in Warsaw was working across many different companies whereas in Krakow it was largely concentrated in a few top organizations (their primary competitors). IMPACT: Using this data, Jakub built a strategy to run a highly targeted billboard campaign in Krakow and received buy-in from engineering leadership. Increased awareness with target audience - Within a month of running their targeted billboard campaign and launching a recruitment event in the area, Jakub’s team saw a 20% lift in traffic to Intel’s careers site Built trust with key stakeholders - Jakub’s ability to support his strategy with competitor and talent pool data enabled him to build trust with internal stakeholders and secure buy-in Time savings - Instead of spending weeks asking for anecdotal employee feedback, Jakub and his team were able to instantly identify locations where supply of desired talent was high and demand was lower
  32. LAUREN: Meet Devin – Head of Talent Marketing at Atlassian CHALLENGE: Devin Rogozinski and his team were tasked with developing recruitment campaigns that target both designers and developers. Given that these are two very distinct audiences, Devin was interested in optimizing the budget to more effectively reach and engage this talent. SOLUTION: To build his strategy, Devin turned to LinkedIn Talent Insights to understand the size of the talent pool in desired locations. In key hiring markets, it turned out for every 25 developers there was only 1 designer available. Using this data, Devin was able to justify his recommendation to over-invest in a talent brand campaign targeting the hard-to-find designer talent pool to ensure the team hit their hiring goals. IMPACT: Reallocated budget more appropriately - Devin’s discovery of designer scarcity in targeted locations led to funding shifts in Atlassian’s employer branding campaigns More effective communication with leadership - Showing LinkedIn talent pool data to senior executives helped validate Devin’s strategy and explain why designers had been a challenge to hire. Increased confidence - The data increased their own confidence in the strategy and led to approval from the broader leadership team
  33. I’ve given you a lot of information today about various ways to derive insights from data and guide your employer brand strategy. Hopefully, you’ve found at least a couple things you can start implementing as part of your own process. But if you only remember a few things from today, let it be these: Companies win by using data and insights to hire the best people Insights should guide your employer brand strategy Improve over time by measuring the strength of your employer brand
  34. Does anyone have any questions?