Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Why this topic is so important83%Agree that employerbrand has significantimpact on ability tohire great talenttalent.linke...
Lower cost per hire byup to 50%.Reduce employeeturnover by up to 28%.Influence the conversationwith candidates. If youdon’...
talent.linkedin.com39% 22%TA sharesownershipTA has primaryownership15%TA has noownership14%TA is acontributor10%Company do...
Five steps to a strong talent brand• Start at the top• Share compellingdata• Bring partners tothe tableSTEP 1Get buy-inSTE...
Step 1: get executive buy-inStart at the top• Get your CEO andexec team to supportand contribute to yourtalent brand effor...
Persistence and small wins pay off“I probably delivered the samedeck 40 times, sometimes to thesame audience. You will fee...
Five steps to a strong talent brand• Start at the top• Share compellingdata• Bring partners tothe table• Audit existingmat...
Step 2: Listen and learnWhere are the inconsistencies between what you say and what they think?How does the feedback vary ...
Listening can make all the differenceStrategic annual survey useChallenge: Keeping employees engagedin a connected world.A...
Five steps to a strong talent brand• Be real• Be personal• Be brave• Be consistent• Set your goals• Start at the top• Shar...
Step 3: craft your approach – right brand, rightsuccess metricsREALCONSISTENTPERSONALBRAVEPromise what you can deliverChal...
Begin with the end in mindSample goals for your talent brand program• Increase offer acceptance rate by X%• Reduce attriti...
Five steps to a strong talent brand• Upgrade profiles(yours/team’s)• Leverage youremployees’presence viaWork with Us• Bran...
Step 4: promote and engage, following these rulesLook in the mirror.Make sure that what you do (and don’t do) iswhat you’d...
Erica RobertsonSoftware EngineerACME SystemsConsider your candidate’s experienceacross LinkedIn and beyondIn their InboxOn...
Start with your own profileEngaging, friendlypictureWho wouldn’t want towork with Brendan?Linksto brandeddestinationsKille...
Leverage your employees’ presence on LinkedInDell trains global employees at scale• “SMaC University”(Social Media and Com...
Craft job posts for passive AND activecandidatesAvoid overly-creative job titles.Tie the job to your LinkedIn Company Page...
Create a strong hub via Company and CareerPagesThink visually.Use bold images to give a real-worldglimpse into your organi...
Spark the conversation, on and off LinkedInUse APIs to make your careersite more socialLeverage targeted status updatesSke...
• Use Talent BrandIndex to prioritizeFive steps to a strong talent brand• Be real• Be personal• Be brave• Be consistent• S...
How Talent Brand Index worksTalent BrandReach1,873,354 membersViewing employee profilesConnecting with your employeesTalen...
What percent of people who know about you show an interest?Talent BrandEngagementTalent BrandReachTalentBrandIndexHow Tale...
For advanced tips, see the playbooklnkd.in/gettheplaybooktalent.linkedin.com
Employer brand playbook
Upcoming SlideShare
Loading in …5
×

Employer brand playbook

240 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Employer brand playbook

  1. 1. Why this topic is so important83%Agree that employerbrand has significantimpact on ability tohire great talenttalent.linkedin.comPrioritization of employer brand(by company size)69%Agree employer brandis a top priority fortheir organization67%70%67%78%< 500 Employees501-1,000 Employees1,000-10,000 Employees> 10,000 EmployeesSource: The State of Employer Branding, 2012lnkd.in/stateofeb
  2. 2. Lower cost per hire byup to 50%.Reduce employeeturnover by up to 28%.Influence the conversationwith candidates. If youdon’t, someone else will.91%of companies increasedor maintained their talentbrand spend in 2012.talent.linkedin.comSource: What’s the Value of your Employment Brand?lnkd.in/valueofEB3 reasons to invest in your talent brand
  3. 3. talent.linkedin.com39% 22%TA sharesownershipTA has primaryownership15%TA has noownership14%TA is acontributor10%Company doesn’tthink about EBMost common departments that own employerbrand outside of talent acquisition1. Marketing2. Corporate CommunicationsWho owns employer brand?Source: The State of Employer Branding, 2012lnkd.in/stateofebEmployer brand ownership
  4. 4. Five steps to a strong talent brand• Start at the top• Share compellingdata• Bring partners tothe tableSTEP 1Get buy-inSTEP 2Listen andlearnSTEP 3Craft yourapproachSTEP 4Promoteand engageSTEP 5Measureand adjusttalent.linkedin.com
  5. 5. Step 1: get executive buy-inStart at the top• Get your CEO andexec team to supportand contribute to yourtalent brand effortsArm yourself with data• Universal facts on thebusiness impact of yourtalent brand.• LinkedIn insights on yourcompany’s social presence,e.g. -• Number of employeeswith profiles.• Aggregate number ofconnections,• Recruiting metrics onwhere you’re losing talentor struggling to hire.Bring partners tothe table• Examples: HR,Communications,Marketing, IT.• Create a cross-functional talent brandtask force.talent.linkedin.com
  6. 6. Persistence and small wins pay off“I probably delivered the samedeck 40 times, sometimes to thesame audience. You will feel likea broken record but it doesn’tsound like that on the other end.”Kara YarnotSAICSAIC turns to data toease concernsChallenge: Leadership feared that competitorsmight poach employees more easily if they joinedLinkedIn.Approach: Presented the unchanged pre- andpost-attrition rates to leadership.Result: Leadership bought in to the network, builttheir own profiles, and even became activethemselves.talent.linkedin.com
  7. 7. Five steps to a strong talent brand• Start at the top• Share compellingdata• Bring partners tothe table• Audit existingmaterials• Do your research:who, what, when,where & howSTEP 1Get buy-inSTEP 2Listen andlearntalent.linkedin.comSTEP 3Craft yourapproachSTEP 4Promoteand engageSTEP 5Measureand adjust
  8. 8. Step 2: Listen and learnWhere are the inconsistencies between what you say and what they think?How does the feedback vary by audience?What are the biggest issues you need to address?When• Regular cadence• Change in strategyor leadership• Decline in hiringresultsWho• Internal and external• Include real-worldviews (e.g.,candidates whodeclined offer)Where &how• Focus groups• 1-on-1 interviews• Surveys• Suggestion boxesWhat• What attracts talent?• What keeps themthere?• What to improve?• Official & unofficial channelsPerform an audit from the shoes of candidates and employeestalent.linkedin.com
  9. 9. Listening can make all the differenceStrategic annual survey useChallenge: Keeping employees engagedin a connected world.Approach: Through annual survey,JPMorgan asked what employees need/want in order to stay. Top answers:mobility and development opportunities.Result: Launched extensive internalmobility program.• In 10 months, internal hire rate roseby 5% (they fill 75K positions/yr)• Ranked #1 in Europe and #2 in theUS in Vault’s 2013 Best Places toWork for Internal Mobility rankings.EllieShephardGlobal RecruitingProgram Manager,Vice Presidenttalent.linkedin.com
  10. 10. Five steps to a strong talent brand• Be real• Be personal• Be brave• Be consistent• Set your goals• Start at the top• Share compellingdata• Bring partners tothe table• Audit existingmaterials• Do your research:who, what, when,where & howSTEP 1Get buy-inSTEP 2Listen andlearnSTEP 3Craft yourapproachtalent.linkedin.comSTEP 4Promoteand engageSTEP 5Measureand adjust
  11. 11. Step 3: craft your approach – right brand, rightsuccess metricsREALCONSISTENTPERSONALBRAVEPromise what you can deliverChallenge: Talking about work-life balance at aprofessional services firm.Approach: Shifted focus from work-life balance to“flexibility” - just as valuable to employees but muchmore realistic.Result: Believable talent brand, internally and externally.Danielle Bond, CMOtalent.linkedin.com
  12. 12. Begin with the end in mindSample goals for your talent brand program• Increase offer acceptance rate by X%• Reduce attrition by X%• Improve employee survey ratings by X%• Increase baseline familiarity with your talent brand in external surveys by X%• Double the number of employees with an optimized social presence• Increase Talent Brand Index score by X% relative to key talent competitors orfor high-priority functions/regionstalent.linkedin.com
  13. 13. Five steps to a strong talent brand• Upgrade profiles(yours/team’s)• Leverage youremployees’presence viaWork with Us• Brand via Jobs• Build out yourhub – Companyand CareerPages• Use targetedstatus updatesand APIs toengage• Be real• Be personal• Be brave• Be consistent• Set your goals• Start at the top• Share compellingdata• Bring partners tothe table• Audit existingmaterials• Do your research:who, what, when,where & howSTEP 1Get buy-inSTEP 2Listen andlearnSTEP 3Craft yourapproachSTEP 4Promoteand engagetalent.linkedin.comSTEP 5Measureand adjust
  14. 14. Step 4: promote and engage, following these rulesLook in the mirror.Make sure that what you do (and don’t do) iswhat you’d like employees to emulate.Empower your employees.Lay out the goals and show them a clear, easypath to action.Inform your leadership.Use data to gain support, ease concerns, andhelp explain your choice of platforms.Target your messages.The more relevant your message is to a particularaudience, the greater its impact will be.Make your culture shine.It’s never just about jobs. Focus on your people –their stories and emotions.Go viral.For amplified results, find creative ways to get morepeople talking about your company’s great culture.Be visual.Bold and colorful images, graphics, charts, andvideos can bring your brand to life.Don’t bite off more than you can chew.Show that your efforts are scalable and sustainableon one platform before moving on to another.8 golden rules to promote and protect your talent brand0102030405060708talent.linkedin.com
  15. 15. Erica RobertsonSoftware EngineerACME SystemsConsider your candidate’s experienceacross LinkedIn and beyondIn their InboxOn the LinkedInHomepageWhen theynetwork with youremployeesWhen theyresearch yourcompanyVia MobileLinkedIn AppWhen theysearch for jobstalent.linkedin.com
  16. 16. Start with your own profileEngaging, friendlypictureWho wouldn’t want towork with Brendan?Linksto brandeddestinationsKiller summaryWritten in the firstperson, oozing withpassionDescriptiveheadlinethat goes beyondthe titleOther featureswe like:• Core skills,endorsed byyour network• Volunteerexperiences• Just enough onprior positionsto buildcredibilitytalent.linkedin.com
  17. 17. Leverage your employees’ presence on LinkedInDell trains global employees at scale• “SMaC University”(Social Media and Communication)• Global certification program withstructured classes• Strong exec support• 5,000 trained since mid-2010UTI takes a brown bag approach• Took a low-budget, grassroots approach• Got exec buy-in to host brown baglunches for hiring managers• Helped employees overcome anxietiesabout what to say on profilesHELP THEM SHINEClickthrough rates 20xindustry averageBENEFIT FROM PROFILE TRAFFICwith Work With Us adstalent.linkedin.com
  18. 18. Craft job posts for passive AND activecandidatesAvoid overly-creative job titles.Tie the job to your LinkedIn Company Page.Give high-priority positions extra oomphwith Sponsored JobsSCIENCE50%of job applications onLinkedIn are via pathsother than search ARTUse your job post as a talent brand vehicle.Showcase the position’s impact.Try a conversational tone.talent.linkedin.com
  19. 19. Create a strong hub via Company and CareerPagesThink visually.Use bold images to give a real-worldglimpse into your organization.Think digitally.Whatever you say, keep it brief. online,where attention spans are shorter.Think video.You’ll be able to engage candidates moredeeply if they hear real people tell theirown stories,.Think customized.Adapt your content to viewers based ontheir LinkedIn profiles. Target based onjob function, industry, geography, etc.Make sure your Career Page has a clear owner!talent.linkedin.com
  20. 20. Spark the conversation, on and off LinkedInUse APIs to make your careersite more socialLeverage targeted status updatesSketch out what you’ll say in advance and build a dialogue with your followers.Remember the messaging you’re trying to get across and incorporate it.Stay on brand71%of company followers onLinkedIn are interested incareer opportunities atcompanies they follow.Have a planMix it upShare jobs, relevant news about your company, employee interviews etc.talent.linkedin.com
  21. 21. • Use Talent BrandIndex to prioritizeFive steps to a strong talent brand• Be real• Be personal• Be brave• Be consistent• Set your goals• Start at the top• Share compellingdata• Bring partners tothe table• Audit existingmaterials• Do your research:who, what, when,where & howSTEP 1Get buy-inSTEP 2Listen andlearnSTEP 3Craft yourapproachSTEP 4Promoteand engageSTEP 5Measureand adjust• Upgrade profiles(yours/team’s)• Leverage youremployees’presence viaWork with Us• Brand via Jobs• Build out yourhub – Companyand CareerPages• Use targetedstatus updatesand APIs toengagetalent.linkedin.com
  22. 22. How Talent Brand Index worksTalent BrandReach1,873,354 membersViewing employee profilesConnecting with your employeesTalent that is interested in you as an employerResearching company andcareer pagesFollowing your companyViewing jobs and applyingTalent BrandEngagement264,362 membersTalent that’s familiar with you as an employertalent.linkedin.com
  23. 23. What percent of people who know about you show an interest?Talent BrandEngagementTalent BrandReachTalentBrandIndexHow Talent Brand Index worksTalent BrandReach1,873,354 membersTalent BrandEngagement264,362 members=Benchmark your score, e.g. v.s key competitorstalent.linkedin.com
  24. 24. For advanced tips, see the playbooklnkd.in/gettheplaybooktalent.linkedin.com

×