The document outlines a presentation about talent branding and the intersection between talent acquisition and marketing. It provides an agenda for the event including a keynote, client panel, and breakout sessions. It then discusses defining talent personas, generating awareness of the employer brand through assets like employees and leadership, driving engagement with candidates through relevant content, and measuring return on investment through metrics. The overall goal is to explore how marketing principles can be applied to talent branding and acquisition.
Talent brand is the new black. But, how do you measure it? In this webcast, Stephen Gundee shares how you can partner with LinkedIn to get real-time business insights that can help your organization immensely.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Read more on the LinkedIn Talent Blog: http://linkd.in/1bHIl6A
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.
You’ll learn how to:
- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy
Create an authentic and powerful brand that attracts top talent with this webinar by Steve Watt, Talent Brand Educator at LinkedIn. You'll also learn how to motivate brand ambassadors and ultimately become an InDemand company.
See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders...LinkedIn Talent Solutions
Marketing and recruitment join forces as Linda Descano, Head of Content & Social at Citi, and Kim Jokisch, Director of Employment Branding & Media at Red Hat, share how talent acquisition leaders can apply core marketing and content best practices to recruitment.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
Learn more about your Talent Brand Index at http://linkd.in/1CHwo0I.
In today’s competition for top talent, your reputation as an employer is a key factor in whether a candidate will take your job – or leave it.
The bottom line impact is real: a strong talent brand reduces cost per hire by up to 50% and lowers turnover rates by 28%.
Talent Brand ROI Webcast: Metrics To Measure Talent Brand SuccessLinkedIn
Join LinkedIn's Talent Brand experts for a live webcast: 'Talent Brand ROI: Metrics Speak Louder Than Words', and learn how to demonstrate the impact of your talent brand including four key metrics to measure ROI and talent brand success.
Say Something: Using Branding & Social Recruiting to Improve Candidate Experi...Crystal Miller Lay
By creating effective stories, changing what information you share and how you share it; you can arm the candidate with information they need to make better decisions about your job opportunity/opportunities.... and THAT improves the candidate experience.
This slide deck includes talking points and notes discussed in the presentation (so differs slightly from what was shared live. For on-demand presentations, visit http://shrmstore.shrm.org/s/talent-on-demand-attendees.html to purchase the session on demand.
Talent brand is the new black. But, how do you measure it? In this webcast, Stephen Gundee shares how you can partner with LinkedIn to get real-time business insights that can help your organization immensely.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Read more on the LinkedIn Talent Blog: http://linkd.in/1bHIl6A
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.
You’ll learn how to:
- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy
Create an authentic and powerful brand that attracts top talent with this webinar by Steve Watt, Talent Brand Educator at LinkedIn. You'll also learn how to motivate brand ambassadors and ultimately become an InDemand company.
See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders...LinkedIn Talent Solutions
Marketing and recruitment join forces as Linda Descano, Head of Content & Social at Citi, and Kim Jokisch, Director of Employment Branding & Media at Red Hat, share how talent acquisition leaders can apply core marketing and content best practices to recruitment.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
Learn more about your Talent Brand Index at http://linkd.in/1CHwo0I.
In today’s competition for top talent, your reputation as an employer is a key factor in whether a candidate will take your job – or leave it.
The bottom line impact is real: a strong talent brand reduces cost per hire by up to 50% and lowers turnover rates by 28%.
Talent Brand ROI Webcast: Metrics To Measure Talent Brand SuccessLinkedIn
Join LinkedIn's Talent Brand experts for a live webcast: 'Talent Brand ROI: Metrics Speak Louder Than Words', and learn how to demonstrate the impact of your talent brand including four key metrics to measure ROI and talent brand success.
Say Something: Using Branding & Social Recruiting to Improve Candidate Experi...Crystal Miller Lay
By creating effective stories, changing what information you share and how you share it; you can arm the candidate with information they need to make better decisions about your job opportunity/opportunities.... and THAT improves the candidate experience.
This slide deck includes talking points and notes discussed in the presentation (so differs slightly from what was shared live. For on-demand presentations, visit http://shrmstore.shrm.org/s/talent-on-demand-attendees.html to purchase the session on demand.
This is the first in our 30+3 Webinar Series: "The Employer brand. The what, why and how of employer branding." It is a high-level overview of employer branding - what it is, why it's important and how to get started. We also provide 3 action items designed to help you make your employer brand stronger.
Sankar Venkatraman, Product Marketing expert for LinkedIn Talent Solutions, will go over each stage in a candidate journey and reveal specific touchpoints where effective recruitment campaigns will work.
LinkedIn Talent Solutions offers a full suite of tools to help you find, attract, and hire top candidates. Contact us to learn more. bit.ly/contacttalentsolutions
Stacy Zapar, Tenfold
Employer Branding has become an integral part of the Talent Acquisition conversation in recent years. And we've evolved by leaps and bounds. But where do we still have room to grow? What's the next step in this evolution? How do we bridge the gap between consumer brand and employer brand? How do we get away from “employer blanding” to truly unique content and messaging that differentiates and helps candidates self-select? What are forward-thinking companies doing now to share content that's more transparent and authentic, rather than sugar-coated sunshine and rainbows? Hear Stacy's predictions and recommendations for the next wave in the Employer Brand evolution so you can start taking steps now to be ready for what's next.
Catch the best of Talent Connect: http://bit.ly/2e5ojNe
Successful acquisitions occur more often when there is sharing, not taking, between two organizations. In this webinar, Bob Johnson takes a look at managing an employer brand in a time of transition and shows how a stronger employer brand is created by sharing culture, mission and values.
THE CHANGING FACE OF RECRUITMENT: How technology and good marketing practice ...idibu
The presentation focuses on the changing demands on recruiters and how talent marketing software and implementation of good marketing practices can aid this transition to allow recruiters to focus on what is really important – building relationships with candidates.
The 7 Secrets to Successful Recruitment MarketingSoutherlyComms
On the hunt for top talent?
Recruitment content marketing helps you cut through the noise and show candidates why you're the employer for them.
Learn the 7 secrets to successful recruitment marketing here.
- Reduce cost and time per hire and increase efficiency
- Establish your company brand as an employer of choice
- Secure and retain the best talent
- Increase employee engagement
- Achieve a better candidate and hiring manager experience
- Improve and sustain company productivity
- Increase market presence, sales, growth, and profit!
How Candidate Experience Affects Your Bottom LineWilsonHCG
Candidate experience is not only crucial to your talent acquisition function; it has an impact on your business outcomes. Evaluating the candidate experience your organization currently provides and implementing a strategy that leads to more positive experiences will improve your ability to attract and retain talent.
The implications of a negative candidate experience can’t be ignored. The power of your employment brand is not only a deciding factor in whether top talent is interested in working for your company, but it can also impact your client referrals and overall brand reputation in the market place.
Kirsten Davidson, Head of Employer Brand, Glassdoor
Kirsten Davidson is Head of Employer Brand at Glassdoor. She is responsible for sustaining and growing Glassdoor's vibrant Employer Brand while navigating the challenges that come with hyper growth. Her work includes leveraging Glassdoor's powerful data to provide insight and learnings that help global employers navigate a new world where the lines between recruiting, marketing, brand, and culture are increasingly blurred.
SmashFly's Chris Brablc and Tracey Parsons deep dive into the 13 recruitment marketing best practices talent acquisition teams need to use in 2016, influenced by findings from the Recruitment Marketing Report Card for the 2015 Fortune 500.
Employer Branding from a Recruitment PerspectiveSourcingAdda
An Image of an organisation that helps consumers distinguish it from its competitors
The way your Organization’s prospective applicants, candidates, and employees perceive you as an employer
Please follow us on Twitter:
@SourcingAdda
@TheSourcePro
Video Available at: https://youtu.be/S3-tCTPaZMw
A strong, unique talent brand is crucial to consistently making high-quality hires. But how can your company be sure its talent brand is performing? This presentation, created by LinkedIn Talent Brand Consultant, Stephanie Kender, will teach you how to measure the ROI of your company’s talent brand using key metrics such as social follower quality, talent response rate, and applicant quality. With this knowledge, you’ll be able to quantify the success of your company’s talent brand and understand how to make it more effective.
Learn more about our solutions: http://bit.ly/2hNXom4
Your Roadmap to Become a Strategic Talent Acquisition Organization | WebcastLinkedIn Talent Solutions
In this free webinar, Meritage Talent Solution's founder, Kara Yarnot, and LinkedIn’s Pam Hoadley introduce LinkedIn’s Strategic Talent Acquisition Roadmap. This framework can help you transform your talent acquisition organization from traditional to strategic, making your team instrumental to the success of the business.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Learn about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Investing in your Talent Brand and measuring successLinkedIn Europe
We held a recent webinar with Catherine Schlieben, Director of Recruitment, at WorldPay and Lindsay Brady, Insights Manager, at LinkedIn where they discussed how WorldPay invested in their Talent Brand, specifically in Singapore and the results they saw from it.
This story is about their brand journey and the obstacles they have faced along the way.
They shared:
- The importance of your Talent Brand & tips to build your Talent Brand Strategy
- How to get buy in from key stakeholders & get started
- An example of a branding campaign they carried out in Singapore to hire a team
- And finally, how they measured their success & future plans
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeLinkedIn Europe
Slides from our recent webinar presented by Priyanka Malik and Julian Constance talking through their top tips to help companies get prepared for a surge in hiring.
This is the first in our 30+3 Webinar Series: "The Employer brand. The what, why and how of employer branding." It is a high-level overview of employer branding - what it is, why it's important and how to get started. We also provide 3 action items designed to help you make your employer brand stronger.
Sankar Venkatraman, Product Marketing expert for LinkedIn Talent Solutions, will go over each stage in a candidate journey and reveal specific touchpoints where effective recruitment campaigns will work.
LinkedIn Talent Solutions offers a full suite of tools to help you find, attract, and hire top candidates. Contact us to learn more. bit.ly/contacttalentsolutions
Stacy Zapar, Tenfold
Employer Branding has become an integral part of the Talent Acquisition conversation in recent years. And we've evolved by leaps and bounds. But where do we still have room to grow? What's the next step in this evolution? How do we bridge the gap between consumer brand and employer brand? How do we get away from “employer blanding” to truly unique content and messaging that differentiates and helps candidates self-select? What are forward-thinking companies doing now to share content that's more transparent and authentic, rather than sugar-coated sunshine and rainbows? Hear Stacy's predictions and recommendations for the next wave in the Employer Brand evolution so you can start taking steps now to be ready for what's next.
Catch the best of Talent Connect: http://bit.ly/2e5ojNe
Successful acquisitions occur more often when there is sharing, not taking, between two organizations. In this webinar, Bob Johnson takes a look at managing an employer brand in a time of transition and shows how a stronger employer brand is created by sharing culture, mission and values.
THE CHANGING FACE OF RECRUITMENT: How technology and good marketing practice ...idibu
The presentation focuses on the changing demands on recruiters and how talent marketing software and implementation of good marketing practices can aid this transition to allow recruiters to focus on what is really important – building relationships with candidates.
The 7 Secrets to Successful Recruitment MarketingSoutherlyComms
On the hunt for top talent?
Recruitment content marketing helps you cut through the noise and show candidates why you're the employer for them.
Learn the 7 secrets to successful recruitment marketing here.
- Reduce cost and time per hire and increase efficiency
- Establish your company brand as an employer of choice
- Secure and retain the best talent
- Increase employee engagement
- Achieve a better candidate and hiring manager experience
- Improve and sustain company productivity
- Increase market presence, sales, growth, and profit!
How Candidate Experience Affects Your Bottom LineWilsonHCG
Candidate experience is not only crucial to your talent acquisition function; it has an impact on your business outcomes. Evaluating the candidate experience your organization currently provides and implementing a strategy that leads to more positive experiences will improve your ability to attract and retain talent.
The implications of a negative candidate experience can’t be ignored. The power of your employment brand is not only a deciding factor in whether top talent is interested in working for your company, but it can also impact your client referrals and overall brand reputation in the market place.
Kirsten Davidson, Head of Employer Brand, Glassdoor
Kirsten Davidson is Head of Employer Brand at Glassdoor. She is responsible for sustaining and growing Glassdoor's vibrant Employer Brand while navigating the challenges that come with hyper growth. Her work includes leveraging Glassdoor's powerful data to provide insight and learnings that help global employers navigate a new world where the lines between recruiting, marketing, brand, and culture are increasingly blurred.
SmashFly's Chris Brablc and Tracey Parsons deep dive into the 13 recruitment marketing best practices talent acquisition teams need to use in 2016, influenced by findings from the Recruitment Marketing Report Card for the 2015 Fortune 500.
Employer Branding from a Recruitment PerspectiveSourcingAdda
An Image of an organisation that helps consumers distinguish it from its competitors
The way your Organization’s prospective applicants, candidates, and employees perceive you as an employer
Please follow us on Twitter:
@SourcingAdda
@TheSourcePro
Video Available at: https://youtu.be/S3-tCTPaZMw
A strong, unique talent brand is crucial to consistently making high-quality hires. But how can your company be sure its talent brand is performing? This presentation, created by LinkedIn Talent Brand Consultant, Stephanie Kender, will teach you how to measure the ROI of your company’s talent brand using key metrics such as social follower quality, talent response rate, and applicant quality. With this knowledge, you’ll be able to quantify the success of your company’s talent brand and understand how to make it more effective.
Learn more about our solutions: http://bit.ly/2hNXom4
Your Roadmap to Become a Strategic Talent Acquisition Organization | WebcastLinkedIn Talent Solutions
In this free webinar, Meritage Talent Solution's founder, Kara Yarnot, and LinkedIn’s Pam Hoadley introduce LinkedIn’s Strategic Talent Acquisition Roadmap. This framework can help you transform your talent acquisition organization from traditional to strategic, making your team instrumental to the success of the business.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Learn about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Investing in your Talent Brand and measuring successLinkedIn Europe
We held a recent webinar with Catherine Schlieben, Director of Recruitment, at WorldPay and Lindsay Brady, Insights Manager, at LinkedIn where they discussed how WorldPay invested in their Talent Brand, specifically in Singapore and the results they saw from it.
This story is about their brand journey and the obstacles they have faced along the way.
They shared:
- The importance of your Talent Brand & tips to build your Talent Brand Strategy
- How to get buy in from key stakeholders & get started
- An example of a branding campaign they carried out in Singapore to hire a team
- And finally, how they measured their success & future plans
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeLinkedIn Europe
Slides from our recent webinar presented by Priyanka Malik and Julian Constance talking through their top tips to help companies get prepared for a surge in hiring.
5 essential steps to a social talent brand featuring skyLinkedIn Europe
Lauren Fogarty, Media Solutions Consultant at LinkedIn explains the importance of Talent branding and the essential steps to employee and social media engagement to spread the word on your workplace. This presentation features results from Sky’s employment branding activity on LinkedIn – with thanks to Lee Yeap.
Do you easily attract new talent? Is your brand well-known?
It's not just about being well-known; being a publicly known brand doesn't automatically mean you'll attract the right people, just that people are aware of your products or services. The motivations and decisions that go into buying a soft drink, for example, are very different to how people decide to place big bets with their careers. Employer branding may be owned by the HR or Marketing department, but it is the responsibility of the entire organisation. Make sure that employer branding is discussed at the boardroom level within your company to ensure your future business success. It is not a campaign-based strategy, but an ongoing business strategy.
During this workshop we will share more on the importance of Employer Branding and how to unify your brand. We will also share how to be successful in communicating the right message to the right audience and the importance of the C suite playing a part in the go to market strategy.
The session will be led by LinkedIn’s Senior Solutions Consultant, Marlene de Koning who is a Brand Strategy Consultant in our Amsterdam office. She combines a strong background in marketing and business with in-depth knowledge on employer branding.
How can you encourage your employees to help build your employer brand, by using their personal brands to create one strong brand?
Many organizations are working on a powerful employer brand to attract new talent. This is often the responsibility of HR- and communications departments. A talent shortage is a threat for the entire organization. Just imagine how beneficial it is for your organization to show the outside world who you are as an employer together with your employees? In this presentation we will give you tips and tricks about mobilizing your employees and turn them into brand ambassadors. In addition to that we will share some research to show the importance of a solid ambassador strategy.
Almost 60% of employees are proud of their company and ready to tell the world about it.
Over half of employees would recommend their company to others as a place to work.
Learn how to leverage your greatest assets - your employees - to strengthen your employer brand:
• Understand what motivates employees to share their stories
• Discover the importance of engagement and measurement
• See how top recruiting teams involve their teams in brand-building
• Take away four steps to cultivate talent brand ambassadors at your organization.
Learn more: http://bit.ly/1NmnyWZ
UPSTART Live Spring Summit - The New, New ThingWorkforceNEXT
The New, New Thing: Latest Innovations in Recruiting and Workforce Management Solutions.
Presented By Ziv Eliraz, ZAO; Mark DeChant, Findly; David Lyon, RoundPegg; Tim Lambert, Jobvite; David Kent, Oilpro
ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power o...LinkedIn
Apresentação de Jennifer Brannigan, Head de Soluções de Mídia América do Norte e América Latina do LinkedIn, no ConnectIn São Paulo, realizado no dia 23 de junho de 2015. O ConnectIn São Paulo reúne os maiores líderes do mercado para compartilhar os desafios de hoje e inspirar as soluções de amanhã.
This presentation is from a recent interactive session we held in our EMEA HQ where we had a series of speakers discussing the 'Laws of Attraction', a trend that came from last year's Talent Connect, of how a strong employer brand and content marketing strategy can impact hiring the best talent.
Growing your business to the next level takes more than a great idea -- it takes funding. Did you know that investors say the number one thing they look for when deciding to invest is talent?
From SC Moatti, Managing Director of The Angels' Forum, you'll learn:
- 3 characteristics investors look for in a strong team
- The hiring recipe that spells failure
- Why diversity and culture matter
- And more
To learn more, visit us here: http://bit.ly/2cCJq8E
Creating a Balanced Engagement Platform on a Budget (Galen Healthcare Solutio...Justin Campbell
There are endless tools, tactics and methods at a marketer’s disposal, so much so that it can be overwhelming. Amidst the myriad of approaches or options, every marketer seeks the elusive treasure – striking the correct balance regarding utilization, effort and investment for each. There is no doubt that large amounts of energy have been poured in marketing initiatives only to leave those in quest of not just interest, but engagement yearning for more than they got out of it.This session will provide a soup-to-nuts guide of options, including building SEO through both organic and paid, re-purposing what’s already been created through targeted, closed-loop digital media re-targeting and brand elevation through high-value content and thought leadership. The presentation will run through the marketer’s playbook, illustrating the knobs to tune in establishing responsibility, timeline and budget to maximize the activity to productivity equation.
Quantify your impact: how to measure the ROI of your talent brand | Talent Co...LinkedIn Talent Solutions
Today’s talent leaders are more empowered than ever to quantify the connection between talent brand and talent acquisition success. However, with so much data at your fingertips, it’s easy to get overwhelmed. Join us to learn how to pinpoint the key metrics & data points that matter most when measuring your talent brand and use them to tell a cohesive ROI story. Check out the best of Talent Connect: http://bit.ly/1MBqz6m
With many recruiting teams facing resource challenges on a regular basis, how can you stay proactive and navigative hiring cycles?
This presentation covers:
- Challenges facing companies hiring at scale
- The 2016 Global Recruiting Trends to embrace these
- Tips and tricks to put you on the fast track of hiring at scale
The unified brand: Aligning your consumer, corporate, and employer brands | T...LinkedIn Talent Solutions
Nicolas Blanc, LinkedIn
Kristin Rice, LinkedIn
Make the most of your brand by leveraging all three pillars of it: consumer, corporate, and employer. There are positive qualities and aspects of each of your brand pillars, and the most successful companies take advantage of all of these together. This session will teach you how you can create a strong, unified brand presence that incorporates all of your brand entities.
Key highlights:
Companies that successfully align their corporate, talent and consumer brand, are better suited to engage with millennials and can also develop competitive advantages.
Your employees are your best brand ambassadors. LinkedIn can help to empower them.
A strong company culture and a powerful content marketing strategy are equally important when it comes to build a Unified Brand.
Branding is more than just a marketing function; it’s an organizational function. That means that everybody needs to contribute.
Check out the best of Talent Connect: http://bit.ly/2e5ojNe
The unified brand: Aligning your consumer, corporate, and employer brands | T...LinkedIn Talent Solutions
Nicolas Blanc, LinkedIn
Kristin Rice, LinkedIn
Make the most of your brand by leveraging all three pillars of it: consumer, corporate, and employer. There are positive qualities and aspects of each of your brand pillars, and the most successful companies take advantage of all of these together. This session will teach you how you can create a strong, unified brand presence that incorporates all of your brand entities.
Key highlights:
Companies that successfully align their corporate, talent and consumer brand, are better suited to engage with millennials and can also develop competitive advantages.
Your employees are your best brand ambassadors. LinkedIn can help to empower them.
A strong company culture and a powerful content marketing strategy are equally important when it comes to build a Unified Brand.
Branding is more than just a marketing function; it’s an organizational function. That means that everybody needs to contribute.
Check out the best of Talent Connect: http://bit.ly/2e5ojNe
Similar to Talent Brand - Intersection of Talent Acquisition and Marketing_deck_final (20)
4. Why We Brought You Here Today
Identify and explore the intersection between key
Marketing principles & Talent Brand
Network with your peers and like-minded
professionals in the Bay area
#intalent
5. Today’s Agenda
8:30-9:00 – Breakfast
9:00-9:30 – Keynote
9:30-10:15 – Client panel
10:15-10:45 – Breakout sessions at table
10:45-11:00 – Share out and closing
#intalent
8. LinkedInTalentBrandIndex
Lippincott Customer BrandView Index
36%
28%-6%
10%
HighLow
HighLow
Cumulative Growth in Shareholder Value over 5 years:
Source: The Secret Sauce of Top Companies, Marshall & Rosenberg, 2013
A Strong Brand (Consumer + Talent) is Critical
to Your Company’s Performance
9. The top of the funnel isn't about you, it’s about
prospects and earning their attention
Marketing Funnel Talent Acquisition Funnel
Future
Customers
Future
hires
11. Source: 2014 LinkedIn Exit Survey, n=1,675 US Voluntary Preventable Departures
of professionals start considering switching jobs
at least 5 months before leaving
12. Step 1: Define Your Talent Personas
Step 3: Drive Engagement
Step 4: Measure ROI
Step 2: Generate Awareness
4 Marketing Steps of Talent Acquisition
14. Audience segmentation
What are the characteristics of the talent your organization needs?
Demographics
Who are they?
Years of experience
Seniority
Industry
Skills
Function
Degree type
Psychographics
What are their values and attitudes?
Work/life balance
Competitive pay
Challenging Work
Good benefits
Inspirational Leaders
Behaviors
How do they interact with
companies?
LinkedIn
Facebook
Job Boards
Career Fairs
Employee connections
Geography
Where are they?
Actual geographic location
Cultural nuances
Currently employed
Undergrad
Grad school
Target
Candidates
15. Example audience segmentation
Demographics
Years of experience: 5-15
Digital Media or Advertising background
Marketing or Consulting function
College degree, grad degree a plus
Psychographics
Strive for innovation
Hyper-growth work environment
Collaborative teamwork
Good pay and benefits
Independent thinkers
Behaviors
LinkedIn
Twitter
Industry events
Employee connections
Open to new opportunities
Geography
London, New York, Chicago, San
Francisco
Currently employed
Talent
Brand
Consultants
18. Assets both TA & Marketing can leverage to generate awareness
Worker Smarter, Not Harder
Leadership Buy-In
Employees
Followers
19. Source: 2015 PWC 2015 Annual Global CEO Survey.
of professionals of C
of CEOs reported being concerned about
the availability of key skills
20. Source: 2015 HBR.org - http://universumglobal.com/2020outlook/
of CEOs surveyed said this responsibility lies with them
(40% of marketing leaders agreed)
Many Leaders Now Place Primary
Responsibility for the Employer Brand
with the CEO or Marketing
21. Employee
Engagement
Highly engaged
employees are brand
ambassadors
Key drivers of employee
engagement:
Senior Leadership
Managing
Performance
Career
Development
Recognition
Case Study - HCA
Over 25,000 department
managers received
reports and insights
More than 10,000 action
plans were created online
Increases in employee
engagement have
resulted in improved
patient satisfaction,
reduced turnover and
improved financial
performance
Leadership Buy-In is Key to
Activating Employees
23. Your followers are important to your brand
Members are 61% more
likely to share
information61%
79% of members are
interested
in job opportunities79%
95% Followers are 95%
more likely to respond
to an InMail
Members are 50% more
likely to purchase a
product / service50%
New hires that followed YOU
before being hired
30%
5,412 followers
26. Talent Prioritization Matrix:
“How Critical?” and “How Likely?”
InDemand
Talent
What talent is
business
critical?
Temperature
How likely is candidate to
engage with us?
Low
High
High
27. Talent Prioritization Matrix
InDemand
Talent
What talent is
business
critical?
Temperature
How likely is candidate to
engage with us?
Low
High
High
Nurture
Outreach
Build
Awareness
“Red Carpet”
1: Many
1: Many 1: Many
1:1
28. Talent Prioritization Matrix: Example
Temperature
How likely is candidate to
engage with us?
Low
High
High
Nurture
“Red Carpet”Outreach
Build
Awareness
1:11: Many
1: Many 1: Many
Brand Consultant
5-10 yr experience
LinkedIn, Facebook
San Francisco, Chicago
Healthcare
10-12 yr experience
Startup or Mgmt Track
Dubai, New York
Accountant
1-5 yr experience
Training Program
Jamaica, Ontario
Project Manager
1-5 yr experience
Client company
Chennai, Philippines
InDemand
Talent
What talent is
business
critical?
30. Key Talent Pools
What Success Looks Like
1 Hire
Metrics LinkedIn
Will Track
Ad Impressions
Click-thru rates
Metrics Your
Company
Could Track
Company website traffic,
LI referral traffic
# of Career Page Visitors
Size & Composition of
Follower Base
Content Reach, Shares,
& Engagement Rates
# of inbound inquiries
Content amplification on
other social networks
PR / media engagement
# of job views
InMail response rates
Talent Brand Index
INpacted hires
# of apply clicks
Job view-to-apply ratio
Quality of applicant
Time-to-fill
Time spent on InMails
Quality of InMail
responses
31. Back of the Napkin Calculations
33,300
Aware of your employer
brand
666
Visit your Career Page
200
View one of your jobs
20
Apply for a position
1
Hire
32. Step 1: Define Your Talent Personas
Step 3: Drive Engagement
Step 4: Measure ROI
Step 2: Generate Awareness
4 Marketing Steps of Talent Acquisition
#intalent
33. Client Panel
Marta Riggins
Director, Talent Brand & Events, Pandora
Andrew Carges
VP, Global Talent Acquisition, GoDaddy
#intalent
Brian Harmsen
Director, Global Talent Acquisition, New Relic
34. Wrap Up – Today’s Objectives
Identify and explore the intersection between
key Marketing principles & Talent Brand
Network with your peers and like-minded
professionals in the Bay area
Please help us improve!
#intalent
Taking it a step further – a strong Talent Brand is also critical for reasons you may not have thought of. By aligning recruiting and marketing and by engaging your audiences with a consistent brand message across both your Talent AND consumer brands, you can yield even greater rewards for your company as a whole.
2013 research from LinkedIn and Lippincott (Brand Strategy firm in NY, part of Marsh & McLennan Companies) showed that companies who had strong talent AND consumer brands experienced a 36% increase in stock price over a 5 year period. Perhaps more compelling, companies with weaker talent and consumer brands actually suffered a DECREASE of 6% in stock price over that same period.
Now how’s that for talent brand ROI?
GE video example: http://talent.linkedin.com/blog/index.php/2014/03/ge-glitzes-up-employer-branding-with-this-beautiful-story?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+LinkedInRecruitingBlog+%28LinkedIn+Talent+Blog%29
An audience segmentation exercise can help you get a good picture of what your ideal candidates look like beyond the normal required criteria for a search. For hiring segment you have, you should assess your target candidates on four key aspects: demographics, psychographics, behaviors, and geography.
Demographics: This one is the easiest, it’s basic criteria like years of experience, function, industry, and more.
Psychographics are bit harder as they are the less tangible aspects of your talent pool. Psychographics means assessing what your target talent values and what their attitudes are about work, careers, employers… Do they want good work/life balance, an awesome health insurance plan, inspirational leaders? Psychographics are more about the emotional connection you need to create with candidates. What does it take for them to feel fulfilled at work?
Behavior, as it relates to talent brand, is about people how people interact with your company and how they might interact with your jobs. Whether it’s LinkedIn, connections to employees, or career fairs, every potential candidate will have a unique path to getting to your company. Behavior also applies to how passive or active candidates may be and their job search behavior.
Geography: While actual geographic location does apply here, there are other non-traditional ways of looking at “geography” when it comes to talent brand. It’s can also be about where your target talent currently works. Are they currently employed, part-time, in school? Lastly, it’s increasingly important in our more globalized economy to think about cultural nuances and how you may need to tweak your messaging and processes for different populations.
Let’s look a simple example of an audience segmentation for Talent Brand Consultant candidates! They typically have about 5-15 years of experience, some sort of marketing or digital media background and at minimum an undergraduate degree. They strive for innovation, enjoy collaborative work, and also want good pay and benefits. Of course they use social media, attend industry events, and while employed, are open to opportunities. And lastly, for our current needs, they live in London, New York, Chicago, and San Francisco.
Source: 2015 PWC 2015 Annual Global CEO Survey.
One of our main findings was that many leaders now place primary responsibility for the employer brand with the CEO or marketing, rather than with recruiters and HR. In fact, 60% of the CEOs we surveyed said this responsibility lies with the CEO (40% of marketing leaders agreed) — which is a strong indication that employer branding is expected to gain greater strategic importance.
Source: http://universumglobal.com/2020outlook/
Speaker – Ken
Our first tip focuses on employee engagement. Highly engaged employees are brand ambassadors, the brand experience they deliver separates high vs. low performing organizations. Organizations need to communicate the brand promise and how it relates to the goals of the organization, how it differentiates them from the competition and how individual teams can contribute to these goals
There are some key drivers of Employee Engagement that I would like to touch on.
In order to be high performing, organizations need to set the direction of what employees should be engaged in and manage this performance. Top talent wants to understand how their individual objectives fit into the overall goals of the organization.
Career development is a consistent key driver of employee engagement. Companies need to communicate a clear career path, prepare employees for the next role and provide lateral growth opportunities for top talent. The key here is the immediate manager engaging and empowering their employees.
Recognition is a ‘basic’ area but extremely important to employee engagement.
The senior leadership team sets the goals and direction of the organization. Top talent wants to work for organizations that have good reputations and are considered ‘best employers’. Senior leaders need to connect employees to the company mission, vision, goals and brand promise. Most importantly, leaders need to instill confidence in the employees that the direction and changes being made in the organization will help the company grow and prosper in the future.
One of our clients, Hospital Corporation of America (HCA) is the largest healthcare services organization in the United States.
They have done a great job in implementing an engagement program and tying it into the mission, vision, values and employee value proposition. To do this, they had executive support in implementing an engagement program. This support is absolutely necessary for their continued success. We delivered online reports to over 25,000 managers with their strengths and areas of opportunity. With these insights and best practices, the organization entered over 10,000 action plans. While working with HCA, our analysis has shown that increases in employee engagement have resulted in improved patient satisfaction, reduced turnover and improved financial performance.
Speaker – Ken
In order for highly engaged employees to be converted into brand ambassadors they need some guidance and questions answered by the organization.
First, why is this organization a great place to work?
What is the value proposition for prospective, new and current employees?
Why does this organization exist? What differentiates us from the competition?
What type of talent does this organization need to continue to grow?
Finally, what resources and training is available to help with this effort? What are the policies of the organization in terms of utilizing social media?
This last question leads us directly into a case study that I would like to share with you. A Fortune 500 organization found that almost 40% of its employees feel restricted by the organization’s social media policy and more than half would share company stories given more flexible social media guidelines. After developing an internal social media platform, over 60% of its US based employees engage in intranet social media sites either daily or weekly.
What this case study shows us is that establishing a social media policy that is easy to understand is very important. This study also shows that more than half of the employees are willing to share company stories. Employee engagement programs tie into this directly because we want has many engaged employees on the social media sites as possible, being advocates of the organization and attracting additional top talent. In order to attract the best talent and be successful, employees need answers and guidance on these questions that I have presented to you.
Tabitha is now going to discuss how to encourage employees to share company stories.
Ken will pass control to Tabitha
Speaker – Ken
In order for highly engaged employees to be converted into brand ambassadors they need some guidance and questions answered by the organization.
First, why is this organization a great place to work?
What is the value proposition for prospective, new and current employees?
Why does this organization exist? What differentiates us from the competition?
What type of talent does this organization need to continue to grow?
Finally, what resources and training is available to help with this effort? What are the policies of the organization in terms of utilizing social media?
This last question leads us directly into a case study that I would like to share with you. A Fortune 500 organization found that almost 40% of its employees feel restricted by the organization’s social media policy and more than half would share company stories given more flexible social media guidelines. After developing an internal social media platform, over 60% of its US based employees engage in intranet social media sites either daily or weekly.
What this case study shows us is that establishing a social media policy that is easy to understand is very important. This study also shows that more than half of the employees are willing to share company stories. Employee engagement programs tie into this directly because we want has many engaged employees on the social media sites as possible, being advocates of the organization and attracting additional top talent. In order to attract the best talent and be successful, employees need answers and guidance on these questions that I have presented to you.
Tabitha is now going to discuss how to encourage employees to share company stories.
Ken will pass control to Tabitha
I cannot stress enough how important it is to watch your content closely and make sure your strategy is working. The great thing about content marketing is it is quick to readjust and doesn’t need