SlideShare a Scribd company logo
March 10th, 2016
Berlin
Employer Branding Workshop
Introductions
​Sebastian Rudolph
​Talent Brand Consultant
​LinkedIn
Session Objectives
Employer Branding Workshop
1. Understand the importance of Employer Branding, and
how it’s changed in recent years
2. How to bring your Employer Brand to life
3. Boosting your Talent Brand and influencing quality hires
through Content
Times have changed…
6
Consumer Buying Process
7
The Old Candidate Journey: Linear Path
8
The New Candidate Journey: Flight Map
There are
many points of influence
along a candidate’s decision path
9
10
To succeed, engage candidates…
Everywhere All
the
Time
Everywhere All the Time
With the right
message
Consumer Brand vs. Employer Brand
The Building Blocks of Your Brand
13
Talent Brand
Employer Brand
Employer
Value
Proposition
Employer Value Proposition n.
a unique set of offerings, associations and values to
positively influence target candidates and employees.
1
Employer Brand n.
How you, the employer, promote your company
as a place to work
5 Steps to Boosting Your Talent Brand Through Content 16
1
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.
What does it mean to work for
your organization?
of recruiters don’t
understand their own
employer brand.
50%
Corporate Executive Board- thought leadership survey.
Lack of Talent Brand is a big sourcing obstacle
17%
29%
35%
40%
47%
0% 10% 20% 30% 40% 50%
Inability to effectively use data to
improve our approach
Location
Lack of awareness of or interest in our
employer brand
Compensation
Competition
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents
What are your company's biggest obstacles to attracting the best talent?
‘Lack of Talent Brand’ is becoming a bigger
obstacle
23%
31%
35%
0% 10% 20% 30% 40% 50%
2012
2013
2014
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents
What are your company's biggest obstacles to attracting the best talent?
The beauty of employer
branding is you don’t need
everybody to know your name.
Only the right people.
One brand – different audiences
Find out what’s important to your relevant
audiences
…because it’s not the same for every audience
Employer Brand Attributes
 Relevant– To the target audience
 Consistent– Must build trust
 Credible– Must deliver on its promises
 Inspirational– A strong brand connects on an emotional level
 Unique– Set apart from its competitors

​
“Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe
What is your Employer Brand?
So how can LinkedIn help you
realize your Talent Brand…
400M+ registered members
LinkedIn: A global pool of talent
4M+
INDONESIA
3M+
PHILIPPINES
2M+
MALAYSIA
1M+
SINGAPORE
1M+
SAUDI ARABIA
23M+
BRAZIL
122M+
UNITED STATES
OF AMERICA
11M+
CANADA
33M+
INDIA
7M+
AUSTRALIA
1M+
NEW ZEALAND
4M+
SOUTH AFRICA
1M+
UNITED ARAB EMIRATES
19M+
UNITED KINGDOM
10M+
FRANCE
8M+
ITALY
2M+
BELGIUM
1M+
DENMARK
4M+
TURKEY
5M+
NETHERLANDS
2M+
SWEDEN
7M+
SPAIN
12M+
CHINA
Goals of your LinkedIn Careers Page
How to bring your Employer Brand to life
 Excite candidates about what’s happening at your company
 Increase awareness of hiring at your company
 Evangelize your company culture
 Increase likelihood of candidate action
Relevant Content
Simple and fun
36
Build targeted pages
5 Qualifying questions for Targeted Pages
 What are your key talent pools this year?
 Do you have a student or recent graduate recruiting strategy?
 What are the top Functions of your current jobs?
 What are the top Locations of your current jobs / where are you
expanding?
 Do these Functions or Locations have different value
propositions, messaging, content, and goals?
​ Can you custom-tailor a Career Page for them?
Tailor-made content for each audience
Default Europe IndiaEngineering
University APAC University London Germany - GermanAustralia & NZ
Sales
42
Content Marketing on LinkedIn
•
•
•
•
Marketing drives conversion
•
•
•
Marketing drives conversion
Content Marketing isn’t just for B2B and
B2C anymore…
Marketing drives conversion
How does your consumer brand align to your
employer brand?
Pop Quiz!
Pop Quiz!
The best recruiters
act like marketers
Social media keeps the conversation going1
…because you need to nurture your audience
Sales is one-to-one, marketing is one-to-many2
Creating ‘followers’ can
fuel your success
? ? ?
? ? ?
? ? ?
What good is a post
on Facebook if you
have no friends?
Members are 61% more
likely to share information
as a result of following
your company
61%
95% Followers are 95%
more likely to respond
to an InMail
79% of members are interested
in job opportunities from
companies they are following79%
The 5 Steps to Content Marketing for
Talent
Define you audience, get to know them,
and plan out the strategy
5 Types of Content Followers love
The Ideal Mix
Corporate / Product / Company News
•
•
•
•
•
Thought Leadership
•
•
•
•
Events
•
•
•
Talent Brand – Culture Related
•
•
•
•
•
Talent Brand – Jobs Related
•
•
•
•
Just for Fun!
•
•
•
But don’t just base your Talent Content
on external sources of inspiration… look
internally as well…
1. Why would someone want to work for you?
2. What percentage of your managers have received training in how to
deliver the brand experience? (Employer Brand International research
found only 46% have!)
3. What is the perception employees and candidates have about your
employer brand?
4. What level of visibility do you have of your employees/talent pool?
5. What percentage of your employees would recommend your company
as a great place to work.
Next, push out your content, and target it
Understand the size
of the audience
Select an audience that is
relevant to the content
Content gets pushed only
to the relevant audience
Target content based on
Company Size, Industry,
Function, Seniority and
Geography
TIP: 15 Tips to Great Status Updates
Company Pages and Followers
Amplify further with
Sponsored Content
Post a status update on your Company Page and establish
which target audience would like to
Sponsor the post either by Cost Per Click or
Cost Per Impression.
Sponsored Updates are seen across all devices.
TIPS: Sponsored Updates
Sponsored Updates video
Quick Tips on the best performing
Content
Measure and Adjust
For more info…
©2014 LinkedIn Corporation. All Rights Reserved.
​Sebastian Rudolph
​srudolph@linkedin.com

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Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedIn

  • 1.
  • 4. Session Objectives Employer Branding Workshop 1. Understand the importance of Employer Branding, and how it’s changed in recent years 2. How to bring your Employer Brand to life 3. Boosting your Talent Brand and influencing quality hires through Content
  • 7. 7 The Old Candidate Journey: Linear Path
  • 8. 8 The New Candidate Journey: Flight Map
  • 9. There are many points of influence along a candidate’s decision path 9
  • 10. 10 To succeed, engage candidates… Everywhere All the Time Everywhere All the Time With the right message
  • 11. Consumer Brand vs. Employer Brand
  • 12.
  • 13. The Building Blocks of Your Brand 13 Talent Brand Employer Brand Employer Value Proposition
  • 14. Employer Value Proposition n. a unique set of offerings, associations and values to positively influence target candidates and employees.
  • 15. 1 Employer Brand n. How you, the employer, promote your company as a place to work
  • 16. 5 Steps to Boosting Your Talent Brand Through Content 16 1 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.
  • 17. What does it mean to work for your organization?
  • 18. of recruiters don’t understand their own employer brand. 50% Corporate Executive Board- thought leadership survey.
  • 19. Lack of Talent Brand is a big sourcing obstacle 17% 29% 35% 40% 47% 0% 10% 20% 30% 40% 50% Inability to effectively use data to improve our approach Location Lack of awareness of or interest in our employer brand Compensation Competition Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents What are your company's biggest obstacles to attracting the best talent?
  • 20. ‘Lack of Talent Brand’ is becoming a bigger obstacle 23% 31% 35% 0% 10% 20% 30% 40% 50% 2012 2013 2014 Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents What are your company's biggest obstacles to attracting the best talent?
  • 21. The beauty of employer branding is you don’t need everybody to know your name. Only the right people.
  • 22.
  • 23. One brand – different audiences
  • 24. Find out what’s important to your relevant audiences
  • 25. …because it’s not the same for every audience
  • 26. Employer Brand Attributes  Relevant– To the target audience  Consistent– Must build trust  Credible– Must deliver on its promises  Inspirational– A strong brand connects on an emotional level  Unique– Set apart from its competitors
 ​
  • 27. “Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe
  • 28. What is your Employer Brand?
  • 29. So how can LinkedIn help you realize your Talent Brand…
  • 30. 400M+ registered members LinkedIn: A global pool of talent 4M+ INDONESIA 3M+ PHILIPPINES 2M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 23M+ BRAZIL 122M+ UNITED STATES OF AMERICA 11M+ CANADA 33M+ INDIA 7M+ AUSTRALIA 1M+ NEW ZEALAND 4M+ SOUTH AFRICA 1M+ UNITED ARAB EMIRATES 19M+ UNITED KINGDOM 10M+ FRANCE 8M+ ITALY 2M+ BELGIUM 1M+ DENMARK 4M+ TURKEY 5M+ NETHERLANDS 2M+ SWEDEN 7M+ SPAIN 12M+ CHINA
  • 31. Goals of your LinkedIn Careers Page How to bring your Employer Brand to life  Excite candidates about what’s happening at your company  Increase awareness of hiring at your company  Evangelize your company culture  Increase likelihood of candidate action
  • 33.
  • 35. 36
  • 37. 5 Qualifying questions for Targeted Pages  What are your key talent pools this year?  Do you have a student or recent graduate recruiting strategy?  What are the top Functions of your current jobs?  What are the top Locations of your current jobs / where are you expanding?  Do these Functions or Locations have different value propositions, messaging, content, and goals? ​ Can you custom-tailor a Career Page for them?
  • 38.
  • 39.
  • 40.
  • 41. Tailor-made content for each audience Default Europe IndiaEngineering University APAC University London Germany - GermanAustralia & NZ Sales 42
  • 42.
  • 46. Content Marketing isn’t just for B2B and B2C anymore…
  • 48. How does your consumer brand align to your employer brand?
  • 51. The best recruiters act like marketers Social media keeps the conversation going1 …because you need to nurture your audience Sales is one-to-one, marketing is one-to-many2
  • 52. Creating ‘followers’ can fuel your success ? ? ? ? ? ? ? ? ? What good is a post on Facebook if you have no friends? Members are 61% more likely to share information as a result of following your company 61% 95% Followers are 95% more likely to respond to an InMail 79% of members are interested in job opportunities from companies they are following79%
  • 53. The 5 Steps to Content Marketing for Talent
  • 54. Define you audience, get to know them, and plan out the strategy
  • 55. 5 Types of Content Followers love
  • 57. Corporate / Product / Company News • • • • •
  • 60. Talent Brand – Culture Related • • • • •
  • 61. Talent Brand – Jobs Related • • • •
  • 63. But don’t just base your Talent Content on external sources of inspiration… look internally as well… 1. Why would someone want to work for you? 2. What percentage of your managers have received training in how to deliver the brand experience? (Employer Brand International research found only 46% have!) 3. What is the perception employees and candidates have about your employer brand? 4. What level of visibility do you have of your employees/talent pool? 5. What percentage of your employees would recommend your company as a great place to work.
  • 64. Next, push out your content, and target it Understand the size of the audience Select an audience that is relevant to the content Content gets pushed only to the relevant audience Target content based on Company Size, Industry, Function, Seniority and Geography TIP: 15 Tips to Great Status Updates Company Pages and Followers
  • 65. Amplify further with Sponsored Content Post a status update on your Company Page and establish which target audience would like to Sponsor the post either by Cost Per Click or Cost Per Impression. Sponsored Updates are seen across all devices. TIPS: Sponsored Updates Sponsored Updates video
  • 66. Quick Tips on the best performing Content
  • 69. ©2014 LinkedIn Corporation. All Rights Reserved. ​Sebastian Rudolph ​srudolph@linkedin.com