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Talent Solutions
The Power of Media for Talent Acquisition
Jennifer Brannigan – Head of Talent Brand, Americas
Information Age
Media & Technology
Knowledge Economy
Linear
Networked Age
Social & Mobile
Relationship Economy
Interactive
We are embarking on a new age.
A Networked Age driven by Relationship Economics.
Industrial Age
Machinery
Market Economy
Analog
5,000
5 Steps to Boosting Your Talent Brand Through Content 6
People complete 60% of the decision making process
prior to any direct interaction with the brand –and that
extends to the way people now look for employment.
60% of the decision-making
process is made prior to any
direct interaction with a sales
person.
People do not treat
CAREER DECISIONS
any differently.
are passive and not
looking to move…
75%
however,60%of them are open
to opportunity
Talent branding
is imperative
to successfully recruit
passive candidates
Talent Branding is Marketing
Marketing
​Goal = sales
​Audience = existing and potential
customers
​Messaging = value proposition and
benefits of products and services
​Call to Action = Buy our stuff
​Customer Journey =
Aware
Interest
Intent
Purchase
Talent Branding
​Goal = hires
​Audience = existing and potential
employees
​Messaging = value proposition and
benefits of working at your company
​Call to Action = Come work with us
​Candidate Journey =
Aware
Engaged
Applicant
Hired
Today’s best recruiters are
leveraging existing marketing strategies
13
​A talent brand is not what you
say it is, it’s what they say it is.
–Dave Hazlehurst,
Partner and Director, Ph. Creative
Relationships matter. Connections matter.
Your brand influences, and is influenced, by both.
Your voice
Your message
Your opportunities
Your audience
Your employees
Your candidates
Your alumni
Your customers
Your investors
This means your talent, corporate and consumer
brands are becoming indivisible.
Your brand has become one story, told to different
audiences: overlapping, interconnected, reinforcing
Engaging talent
Talent Brand
Driving sales
Customer Brand
Growing favorability
Corporate Brand
Customers
Candidates
Investors
Authentic, consistent, and reinforcing
LinkedInTalentBrandIndex
Lippincott Customer BrandView Index
36%
28%-6%
10%
HighLow
HighLow
Cumulative Growth in Shareholder Value over 5 years:
of CEOs say they are primarily accountable for their
employer brand
of CEOs say they are concerned about the
availability of key skills to grow their business
?
External Strategy2
Internal Strategy1
Know why it matters
1
25
​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
Channel Your Inner Marketer 26
The Importance of Talent Branding
 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
believe talent brand
strength makes a
“significant impact”
on ability to hire
77%
Average reduction in
cost per hire
50%
Average reduction in
turnover
28%
talent professionals
who say talent brand is
a top priority in 2015
56%
The case for talent brand
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
The case for talent brand
Source: LinkedIn Talent Trends Report, March 2014
Reputation as a
“great place to work”
Reputation for “great
products / services”
Reputation for
“great people”
Reputation for
“being prestigious”
56%
29
“Which channels or tools have you found to be most
effective in promoting your talent brand?”
50%
52%
63%
45%
47%
60%
Social media (e.g.,
Facebook, Twitter)
Friends/family, word of
mouth
Online professional
networks (e.g., LinkedIn)
Large companies Small businesses
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
30
“Think about the key quality hires that your
organization made in the past 12 months.
Which of the following were the most important
sources for those key positions?”
22%
28%
37%
38%
10%
20%
30%
40%
50%
2011 2012 2013 2014
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
Social professional networks
Employee referral programs
Company career website
Internet job boards
Internal hires
Know what you stand for
2
people
employer brand
culture
perks
leadership
alumni
network
current employees
candidate experience
reputation
perception
transparency
authenticity
Employee Value Proposition Company Culture
People Candidate Experience
YOUR
TALENT BRAND
33
36
Equip your brand ambassadors
3
39
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
Empower your
executives!
 Bring your
executives and
functional
leaders into the
mix
 Encourage them
to share stories,
projects and
engage
candidates
Encourage Share & Tell
Educate your brand ambassadors
Give your employees a voice: Leverage their
connections
60%
increase
in referrals
in week one
Reached 159,000
professional 40,000
companies
25% Sales
professionals
350
links shared
in one day
Engage your leaders
High reach and engagement
98,299
VIEWS
893
LIKES
268
COMMENTS
Employees of the most socially engaged companies
More likely to
‘feel inspired’
20%
More likely to ‘feel
proud about the
leadership of
the company’
15%
More likely to ‘feel
optimistic about the future
of the organization’
27%
External Strategy2
Internal Strategy1
Just. Get. Started.
1
Kaizen
Think Like a Marketer
2
Now, more than ever before, recruitment is
marketing.
Start the conversation
Proactively bring those hard-to-reach
candidates into your funnel
Build relationships
Win them over with content that matters to
them in a voice they can relate to
Convert
From followers to candidates through
outreach for the right opportunities
Evangelize
Give your employees a voice
Aware
Engaged
Considering
Hire
Target Members
Brand Ambassadors
Done well, Talent Brand can accelerate the
hiring funnel by 2x or more
The more they see you, the more familiar they
become with your brand
53% of individuals
start thinking about a job search
at least 5 months before the job switch…
…and 75% of surveyed job switchers
used LinkedIn during that recent job change
to inform their career decision
A 2015 survey of recent job switchers found…
Job switchers are engaging in multiple touch points
to inform their decisions
Laura
Target Candidate
52
Where to start
#1 Establish presence on Social Media
#2 Find and reach your target audiences
#3 Develop a content strategy
#4 Measure & monitor
Establish your foundational branding on
Social Media
Showcase your Talent Brand and Grow your Followers
55
4X
Companies who have a robust LinkedIn Career Page
have on average 4X more followers
2X
Followers of a company with a LinkedIn Career Page are
on average 2X more likely to respond to a recruiter’s InMail
3X
Companies with a relevant Career Page have
their jobs viewed over 3X more times
60
61
Members searching other members every year
Page views on LinkedIn are members viewing
members’ profiles
Activity on LinkedIn is looking at your
connections profiles
5B
76%
#1
WWU
Paulo Pires
10XFollowers are 10X more likely to share
your content
71%of members are interested in updates on
job opportunities from companies they
follow
3XMembers are 3X more likely to apply for
jobs at companies they follow
Find and reach your target audience
Summary:
Career and
Professional
Highlights
Experience /
Education
Title, Current
Company, Job
Function,
Seniority,
Industry,
Company Size,
Past Company
Groups /
Associations
Location
Skills &
Expertise
Jane Smith
Sr. Engineering Manager
Jane, you have a career
opportunity from xyzCo. Are you
ready for a new challenge?
xyzCo
SPEAK TO AN XYZCO RECRUITER
Are you ready for your next challenge
at xyzCo?
Hello Jane,
xyzCo is growing and hiring top Sales talent. Our business is thriving and we are excited to
bring on some of the best in the business to join our team. We realize that in order to
sustain our growth we need to invest in hiring the best people to our organization.
We are looking for an Senior Sales Consultant who loves winning, innovating, and having
a lasting impact on the world. Now is a great time to join our company to have a hand in
shaping how we do business!
Want to learn more or know someone else who may be interested? Click on the button
below and we’ll be in touch!
“I’m Interested” Buttons
Once clicked, member’s info
goes directly to your recruiters
What makes ACME unique?
Follow ACME on LinkedIn
Develop a content strategy
​LinkedIn Members
now consume
content
​6X more
​Than they do jobs
​Rethinking the myths…
What is Content Marketing?
Any marketing that involves the creation and sharing of media and
publishing content in order to acquire clients or candidates
Content Marketing develops long term relationships
with your audience
• Adds value to the industry conversation
• Provides concrete tips and offers unique insights
• Does not aim to directly sell, rather provides free value
• Establishes the publisher as a thought-leader or trusted advisor
Why is it important?
Every time you post content, you’re nurturing the
relationship with your followers
73
Generate Awareness of Roles
you are Filling
Build a Community of
Target Candidates
Promote News
or Upcoming Events
Establish Thought
Leadership
Build Reputation as a
Consultancy of Choice
Ways to build relationships
with target talent
Member News Feed
74
Sponsored Updates
Reach the entire LinkedIn network
Company Updates
Only reach your pool of followers
With Sponsored Updates you can build the same
kind of relationships with talent outside your followers
364M+
(+2 every sec)
LinkedIn Member
Population
19,000
Build relationships with candidates on
desktop, tablet and mobile
50% of LinkedIn’s traffic
is from mobile
Engagement rates can
be up to 5x higher on
mobile
When viewed with
Recruitment Ads,
Sponsored Updates
see a 25% lift in
engagement
75
Drive quality engagement with the
candidates you need
76
Build communities
of top talent
Generate 2-way
dialog with target
candidates
Examples of Content Marketing
When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action
Measure and Monitor
Improve employee survey ratings3
Reduce attrition2
Increase acceptance rate1
Increase employee social engagement4
Measure for success
82
And if you remember nothing else…
Think like a marketer
Kaizen
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power of Media for Talent Acquisition | Apresentação Jennifer Brannigan

  • 1. Talent Solutions The Power of Media for Talent Acquisition Jennifer Brannigan – Head of Talent Brand, Americas
  • 2. Information Age Media & Technology Knowledge Economy Linear Networked Age Social & Mobile Relationship Economy Interactive We are embarking on a new age. A Networked Age driven by Relationship Economics. Industrial Age Machinery Market Economy Analog
  • 3.
  • 4.
  • 6. 5 Steps to Boosting Your Talent Brand Through Content 6 People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment. 60% of the decision-making process is made prior to any direct interaction with a sales person.
  • 7. People do not treat CAREER DECISIONS any differently.
  • 8. are passive and not looking to move… 75% however,60%of them are open to opportunity Talent branding is imperative to successfully recruit passive candidates
  • 9.
  • 10. Talent Branding is Marketing Marketing ​Goal = sales ​Audience = existing and potential customers ​Messaging = value proposition and benefits of products and services ​Call to Action = Buy our stuff ​Customer Journey = Aware Interest Intent Purchase Talent Branding ​Goal = hires ​Audience = existing and potential employees ​Messaging = value proposition and benefits of working at your company ​Call to Action = Come work with us ​Candidate Journey = Aware Engaged Applicant Hired
  • 11. Today’s best recruiters are leveraging existing marketing strategies
  • 12.
  • 13. 13 ​A talent brand is not what you say it is, it’s what they say it is. –Dave Hazlehurst, Partner and Director, Ph. Creative
  • 14.
  • 15. Relationships matter. Connections matter. Your brand influences, and is influenced, by both. Your voice Your message Your opportunities Your audience Your employees Your candidates Your alumni Your customers Your investors
  • 16. This means your talent, corporate and consumer brands are becoming indivisible.
  • 17. Your brand has become one story, told to different audiences: overlapping, interconnected, reinforcing Engaging talent Talent Brand Driving sales Customer Brand Growing favorability Corporate Brand Customers Candidates Investors Authentic, consistent, and reinforcing
  • 18. LinkedInTalentBrandIndex Lippincott Customer BrandView Index 36% 28%-6% 10% HighLow HighLow Cumulative Growth in Shareholder Value over 5 years:
  • 19.
  • 20. of CEOs say they are primarily accountable for their employer brand
  • 21. of CEOs say they are concerned about the availability of key skills to grow their business
  • 22. ?
  • 24. Know why it matters 1
  • 25. 25 ​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
  • 26. Channel Your Inner Marketer 26 The Importance of Talent Branding  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
  • 27. believe talent brand strength makes a “significant impact” on ability to hire 77% Average reduction in cost per hire 50% Average reduction in turnover 28% talent professionals who say talent brand is a top priority in 2015 56% The case for talent brand Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  • 28. The case for talent brand Source: LinkedIn Talent Trends Report, March 2014 Reputation as a “great place to work” Reputation for “great products / services” Reputation for “great people” Reputation for “being prestigious” 56%
  • 29. 29 “Which channels or tools have you found to be most effective in promoting your talent brand?” 50% 52% 63% 45% 47% 60% Social media (e.g., Facebook, Twitter) Friends/family, word of mouth Online professional networks (e.g., LinkedIn) Large companies Small businesses Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  • 30. 30 “Think about the key quality hires that your organization made in the past 12 months. Which of the following were the most important sources for those key positions?” 22% 28% 37% 38% 10% 20% 30% 40% 50% 2011 2012 2013 2014 Source: LinkedIn Global Recruiting Trends Report, Nov 2014 Social professional networks Employee referral programs Company career website Internet job boards Internal hires
  • 31. Know what you stand for 2
  • 32. people employer brand culture perks leadership alumni network current employees candidate experience reputation perception transparency authenticity Employee Value Proposition Company Culture People Candidate Experience YOUR TALENT BRAND
  • 33. 33
  • 34.
  • 35.
  • 36. 36
  • 37.
  • 38. Equip your brand ambassadors 3
  • 39. 39 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 Empower your executives!  Bring your executives and functional leaders into the mix  Encourage them to share stories, projects and engage candidates Encourage Share & Tell
  • 40. Educate your brand ambassadors
  • 41. Give your employees a voice: Leverage their connections 60% increase in referrals in week one Reached 159,000 professional 40,000 companies 25% Sales professionals 350 links shared in one day
  • 42. Engage your leaders High reach and engagement 98,299 VIEWS 893 LIKES 268 COMMENTS
  • 43. Employees of the most socially engaged companies More likely to ‘feel inspired’ 20% More likely to ‘feel proud about the leadership of the company’ 15% More likely to ‘feel optimistic about the future of the organization’ 27%
  • 47. Think Like a Marketer 2
  • 48. Now, more than ever before, recruitment is marketing. Start the conversation Proactively bring those hard-to-reach candidates into your funnel Build relationships Win them over with content that matters to them in a voice they can relate to Convert From followers to candidates through outreach for the right opportunities Evangelize Give your employees a voice Aware Engaged Considering Hire Target Members Brand Ambassadors Done well, Talent Brand can accelerate the hiring funnel by 2x or more
  • 49. The more they see you, the more familiar they become with your brand
  • 50. 53% of individuals start thinking about a job search at least 5 months before the job switch… …and 75% of surveyed job switchers used LinkedIn during that recent job change to inform their career decision A 2015 survey of recent job switchers found…
  • 51. Job switchers are engaging in multiple touch points to inform their decisions Laura Target Candidate
  • 53. #1 Establish presence on Social Media #2 Find and reach your target audiences #3 Develop a content strategy #4 Measure & monitor
  • 54. Establish your foundational branding on Social Media
  • 55. Showcase your Talent Brand and Grow your Followers 55
  • 56.
  • 57. 4X Companies who have a robust LinkedIn Career Page have on average 4X more followers
  • 58. 2X Followers of a company with a LinkedIn Career Page are on average 2X more likely to respond to a recruiter’s InMail
  • 59. 3X Companies with a relevant Career Page have their jobs viewed over 3X more times
  • 60. 60
  • 61. 61 Members searching other members every year Page views on LinkedIn are members viewing members’ profiles Activity on LinkedIn is looking at your connections profiles 5B 76% #1
  • 63. 10XFollowers are 10X more likely to share your content
  • 64. 71%of members are interested in updates on job opportunities from companies they follow
  • 65. 3XMembers are 3X more likely to apply for jobs at companies they follow
  • 66. Find and reach your target audience
  • 67. Summary: Career and Professional Highlights Experience / Education Title, Current Company, Job Function, Seniority, Industry, Company Size, Past Company Groups / Associations Location Skills & Expertise Jane Smith Sr. Engineering Manager
  • 68. Jane, you have a career opportunity from xyzCo. Are you ready for a new challenge? xyzCo
  • 69. SPEAK TO AN XYZCO RECRUITER Are you ready for your next challenge at xyzCo? Hello Jane, xyzCo is growing and hiring top Sales talent. Our business is thriving and we are excited to bring on some of the best in the business to join our team. We realize that in order to sustain our growth we need to invest in hiring the best people to our organization. We are looking for an Senior Sales Consultant who loves winning, innovating, and having a lasting impact on the world. Now is a great time to join our company to have a hand in shaping how we do business! Want to learn more or know someone else who may be interested? Click on the button below and we’ll be in touch! “I’m Interested” Buttons Once clicked, member’s info goes directly to your recruiters What makes ACME unique? Follow ACME on LinkedIn
  • 70. Develop a content strategy
  • 71. ​LinkedIn Members now consume content ​6X more ​Than they do jobs ​Rethinking the myths…
  • 72. What is Content Marketing? Any marketing that involves the creation and sharing of media and publishing content in order to acquire clients or candidates Content Marketing develops long term relationships with your audience • Adds value to the industry conversation • Provides concrete tips and offers unique insights • Does not aim to directly sell, rather provides free value • Establishes the publisher as a thought-leader or trusted advisor Why is it important?
  • 73. Every time you post content, you’re nurturing the relationship with your followers 73 Generate Awareness of Roles you are Filling Build a Community of Target Candidates Promote News or Upcoming Events Establish Thought Leadership Build Reputation as a Consultancy of Choice Ways to build relationships with target talent Member News Feed
  • 74. 74 Sponsored Updates Reach the entire LinkedIn network Company Updates Only reach your pool of followers With Sponsored Updates you can build the same kind of relationships with talent outside your followers 364M+ (+2 every sec) LinkedIn Member Population 19,000
  • 75. Build relationships with candidates on desktop, tablet and mobile 50% of LinkedIn’s traffic is from mobile Engagement rates can be up to 5x higher on mobile When viewed with Recruitment Ads, Sponsored Updates see a 25% lift in engagement 75
  • 76. Drive quality engagement with the candidates you need 76 Build communities of top talent Generate 2-way dialog with target candidates
  • 77. Examples of Content Marketing
  • 78.
  • 79. When creating great content keep these tips in mind Be conversational Keep it short Be visual Offer snackable tips Include a call to action
  • 81. Improve employee survey ratings3 Reduce attrition2 Increase acceptance rate1 Increase employee social engagement4 Measure for success
  • 82. 82 And if you remember nothing else…
  • 83. Think like a marketer
  • 85. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.