The document outlines a webinar presented by Dana Fengler on employer branding for SMEs, focusing on its importance in attracting talent, especially in competitive markets. Key topics include the definition and measurement of employer branding, the benefits of a strong brand, and practical strategies for companies new to this concept. It highlights real-world examples of successful employer branding resulting in significant improvements in job response rates and hiring costs.

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Presented by:
Dana Fengler
Snr SMB Account Executive
LinkedIn | Internet | Dublin
T: +353-1-2423238 | dfengler@linkedin.com
Talent Solutions
Live Webinar: Employer Branding for SMEs
Presented on 24 June 2014

2.  - What employer branding is and why you must care
 - How employer brand can be measured
 - Results you can expect from a strong brand
 - How you can showcase your employer brand to 300million+ LinkedIn members
Plus: additional starter tips for companies who are new to employer branding.
What we will cover

3. 1. Why should I work with you?
Stand out from the crowd

4. Opportunity to be more than an employee,
to be a partner.
Your story could begin here
A Place to Show Your Ingenuity Every Day
Do cool things that matter.
Help Us Save Lives
Commercial and Employer Brand can (and should!) be very different:

5. …but we’re only small…WHY is branding so important for SME’s?
Competing with bigger
companies for talent
“Talent War”- shortage of
talent in niche industries
Increased hiring need
Lack of responses (many
viewers, not many applicants)
Quantity over
quality responses
Certain roles are
difficult
High Turnover

6. First Contact
Research
Response
James Davis
Your Dream Candidate
The journey EVERY candidate makes- engage James at the Research stage to
elicit a stronger response
• Job/ Employment Ad
• InMail
• Agency Contact
• Common Connection
• Your Website
• Your LinkedIn company
page
• Google, facebook, twitter
• Your employees
• Responds to InMail
• Applies to a Job
• Follows you on social media
• Contacts your employee

7. What is our Employer Value Proposition?
 You don’t choose to have an Employer Brand- you already have one
 What makes you different? Embrace your brand “in all its hideousness and all its
glory” (Ed Nathanson, Rapid 7)- you want to appeal to people who are a great
cultural fit
 Be consistent across all social platforms- don’t confuse your candidates
 Be honest- don’t make up things that don’t exist within your organisation. Hiring
the wrong person can be very costly!
 Centre your message around your candidates- what’s in it for THEM?

8. EVP= Employer Value Proposition
Sample Size: 16,832 UK only

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20000
40000
60000
80000
100000
120000
140000
160000
180000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011
2012
2013
Job Seasonality shows three spikes in January, July and September for
members starting new jobs
The peaks coincide with the end of Christmas holidays, and both the beginning and
end of Summer holidays
MonthlyUK&IrelandJobStarts

10. How to communicate your brand
 Tell a story
 Give your employees a voice
 Make it interactive: Video/ Slideshow
 Offer more information (benefits, culture, location, transport…)
 Make it easy for your audience to find what they need- what matters to them?
Check out these companies’ great employer branding messages on LinkedIn:
Wooga

11. Reach
Engagement
Reach
= Your Talent Brand Index
Engagement
You can’t manage what you can’t measure
Measuring your Employment Brand on LinkedIn
LinkedIn Talent Brand Index
Learn more here:

12. IT company, less than 25 employees
You can’t manage what you can’t measure
Visible Employer Branding Results in the UK:
average 3x more viewed jobs, up to 600% more job responses,
double the InMail response rate (avg.~20% > ~40%) and average 350% more followers

13. Results from using Employer Branding:
Carol White, WSP UK
“We’ve gone from 0% to 70% direct sourcing, and saved
approximately £200.000,-”
Catherine Schlieben, ITV
“The results were extraordinary. After year one, our cost per hire was
down to £1200,- from £8500,-.”
Susan Hollingshead, Sungevity
“External recruitment dropped from 60% to 6%,
Reduced time to hire from months to 3-6 weeks”
Ed Nathanson, Rapid7
Achieved more than 54% Time to Hire reduction
493% LinkedIn follower growth

14. Employer Branding on LinkedIn
YOU’LL LOVE WORKING WITH US!
More About Us

15. For Novices: Where to start?
• Know your current employer brand perception:
Survey your employees, request a LinkedIn Talent Brand Index report
• What makes you different? What do you stand for?
• Vanilla is still a favourite flavour: many people dream of a 9-5 job with set tasks-
turn this into your advantage if it applies to you
• Be truthful- ensure you attract the right type of person
• Keep your message unified on different channels
Dana Fengler
Snr SMB Account Executive
LinkedIn | Internet | Dublin
T: +353-1-2423238 | dfengler@linkedin.com