Walk away knowing how to create, promote and amplify your talent brand with best practices from Stacy Donovan, Candidate Experience & Engagement Strategist at Zappos Family of Companies, and LinkedIn’s Dina Medeiros. Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT Tweet with us: http://bit.ly/HireOnLinkedIn

2. @SoCalGirl
STACY DONOVAN ZAPAR
@StacyZapar
DINA MEDEIROS

3. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
AGENDA
TALENT BRAND CONTENT AMPLIFY

4. 5 most important trends shaping the future of recruiting
1
2
3
4
5
Social professional networks are increasingly impacting quality of hire
Employer branding is both a competitive threat and a competitive
advantage
Data is used to make better hiring and branding decisions
Companies are investing in hiring internally to stop talent from walking out
the door
Companies are figuring out the mobile recruiting terrain

5. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
TALENT BRAND

6. people
employer brand
culture
perks
leadership
alumni
network
current employees
candidate experience
reputation
perception
transparency
authenticity
Employee Value Proposition Company Culture
People Candidate Experience
TALENT BRAND

7. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
What is YOUR talent brand?

8. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
THE FACTS
83%
Agree that talent brand
has significant impact
on the ability to hire
great talent.
Lower cost per hire by up to 50%.
Reduce employee turnover by up
to 28%.
Influence the conversation with
candidates. If you don’t, someone
else will.

9. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
of recruiters don’t understand
their own talent brand.
50%

10. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
TALENT BRAND AMPLIFY
CONTENT

11. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
GREAT CONTENT
TELLS A STORY...
a ,
transparent story of
what it’s like to work
at your company.
relevant

12. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

13. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
PR / AWARDS
MARKETING CORPORATE BLOG
EARNINGS ANNOUNCEMENTS
JOB POSTINGS
CHARITABLE CAUSES
COMMUNITY EFFORTS
TEXT
THE NORM

14. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
LINKEDIN TODAY
DEPARTMENT BLOG
INDIVIDUAL BLOG
GOOGLE ALERTS
INDUSTRY
PUBLICATIONS
THOUGHT LEADERS
PHOTO
INTERNAL COMMUNICATIONS
HIRING TEAM
POP CULTURE
HUMOR
YOU TUBE
TEXT
THE IDEAL

15. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
“
”
Great content makes people
want to share, care or swear.
@prsarahevans

16. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
http://www.youtube.com/watch?v=Z0UpBjaUMkQ

17. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

18. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

20. Meet the @InsideZappos Recruiting Team!

21. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
HubSpot Looking for a marketing internship? Hubspot’s application deadline is Nov. 8th:
http://lnkd.in/dWKBdfq

22. Web developer with a job.
Web developer without a job.

23. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
AMPLIFY

24. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

25. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

26. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
4X
WHO ARE ENGINEERS CONNECTED TO?
OTHER ENGINEERS!

27. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

28. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

29. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
STATUS UPDATES

30. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
41% of
LinkedIn’s traffic
is from mobile
BUILD RELATIONSHIPS
Engagement
Rates can be
up to 5X higher
on mobile

31. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
31
277M+
(+2 every second)
Sponsored Updates
reach the entire LinkedIn network
LinkedIn Member Population
Targeted Status Updates reach only your
current pool of company followers
SPONSORED UPDATES

32. SPONSORED UPDATES ALLOW YOU TO
TARGET WITH ACCURACY
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
Company Size ✔ ✔
Function ✔ ✔
Seniority ✔ ✔
Skills ✔
Job Title ✔
Company Name ✔
School ✔
Group Membership ✔
Age ✔
Gender ✔
Negative targeting
(i.e. exclude a certain Title)
✔

33. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
AMPLIFY

34. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

35. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin

36. CREATE A CONTENT CALENDAR
ENCOURAGE your recruiters and hiring team members to
like / share / comment! INCENTIVIZE them!
Content
curation,
schedule
posts for the
week
Engage,
follow back
Engage Engage,
follow back
Engage Engage,
#FF
SUN MON TUE WED THURS FRI SAT
30 MIN 15 MIN 15 MIN 15 MIN 15 MIN 15 MIN

37. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
SHARE AT THE RIGHT TIME
FOR HIGHER ENGAGEMENT
9
AM
10
11
PM
5
6
7

38. CANDIDATE EXPERIENCE

39. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
MEASURE

40. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
HOW DO YOU KNOW IF YOUR TALENT
BRAND STRATEGY IS WORKING?
Only 1/3 of talent acquisition leaders say they
consistently measure their talent brand.

41. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
=700K
3M
ENGAGEMENT
REACH
TALENT BRAND INDEX
How attractive you are to
prospective candidates
23%
TALENT BRAND INDEX

42. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
HOW LIKELY ARE YOU
TO ATTRACT TALENT?

43. Great recruiters think about jobs the
way marketers think about products
Strong brands move people toward
purchase long before they enter the store

44. Do you think people treat
CAREER DECISIONS
any less seriously?

45. MEASURING THE POWER OF BRAND
+10%
-6%
+36%
+28%
CONSUMER BRAND
TALENTBRAND

46. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin
WRAP
TALENT BRAND CONTENT AMPLIFY

47. #TalentBrand @SoCalGirl @StacyZapar| #HireToWin