The document discusses the importance of effectively quantifying and measuring the impact of a company's talent brand, highlighting the distinction between employer brand and talent brand. It emphasizes the need to understand the audience's perceptions, collaborate on branding strategies, and monitor relevant metrics to demonstrate success and attract talent. The document also offers practical steps to build a strong talent brand and avoid common pitfalls.

1. The Quest to Quantify:
Measuring The Impact of
Your Talent Brand
@EdNathanson
www.redpilltalent.com

2. This is your audience without awareness of
your Employer and Talent Brand

3. First things first…..

4. Step 1: Learn the Language

5. Employer Brand
How
you,
the
employer,
promote
your
company
as
a
place
to
work.

6. Talent Brand
The
highly
social,
totally
public
version
of
your
employer
brand
that
incorporates
what
talent
thinks,
feels,
and
shares
about
the
organiza@on
as
a
place
to
work.

7. Sorry – but this is yesterday folks

8. Today

9. 1
LinkedIn
Global
Talent
Trends
2015,
May
2015.
hIp://linkd.in/1LFQmL9
50% of global professionals discover new
job opportuni9es through word of mouth.1
“This place is sweet – pass it on”

10. The Funnel - what it should be vs what we all
do

11. This stuff matters – big time
Corporate
Responsibility
Magazine
asked
1,000
+
people
in
North
America
about
the
impact
of
a
company’s
reputa@on
on
their
willingness
to
accept
a
job
offer.
93% of those currently employed would leave their
current job to work for a company with a good reputa9on.
76% of people, (even if unemployed!), say they’d be
unlikely to accept a job offer from a company with a bad
reputa9on.

12. This stuff matters – big time
Corporate
Responsibility
Magazine
asked
1,000
+
people
in
North
America
about
the
impact
of
a
company’s
reputa@on
on
their
willingness
to
accept
a
job
offer,
they
learned
33% would be tempted with a
much lower bump in pay if the offer
came from a company with a good
reputa9on.

13. Step 2: Find your partners

15. This is NOT B2B – this is B2P
Brand
messaging
Video
Blogs
Imagery
Spotlights
Career
site

16. When talent and consumer brand work
together

17. Your social profiles matter

18. One # and one destination to rule them
all

19. One # and one destination to rule them
all

20. One # and one destination to rule them
all

21. One # and one destination to rule them
all

22. It ain’t going away folks

23. Step 3: Measure what matters

24. YTD Global AOrac9on Funnel
4917Total # of Applicants
Referrals
154
Sourced
253
Inbound
4499
Internal
11
94Total # of Hires
Converted Hire
Channel
Total # each
Attraction Channel
29 25 37 3

25.
Showing Value to the Big Dogs
A/rac1on
Metrics
• Total
Hires
YTD
–
94
• Q1
Total
Hires
–
37
• Q2
Total
Hires
–
57
• Q1
2014
–
6
• Q2
2014
-­‐
23
• Q1
Total
Candidates
in
Pipe
–
3010
• Q2
Total
Candidates
in
Pipe
–
4036
• Total
Candidates
in
Pipe
FY
2014
–
4115
• Q1
Candidate
Conversion
–
1.25%
• Q2
Candidate
Conversion
–
3.03%
Branding/Engagement
• LinkedIn
• Twi/er
• Instagram
• Facebook
• GlassDoor
(Re-­‐Branded)
• Google
+
• LinkedIn
Impressions
(6months)
–
1.38m
• TwiIer
Impressions
(6months)
–
85.6K
• Glassdoor
Impressions
(6months)
–
52.5K
• Monthly
Employee
Spotlights
–
Total
Collec@ve
Impressions
–
26.2K
Other
• Rolled
out
Candidate
Survey
for
all
Candidates
who
are
Interviewed
• Candidate
Ra@ng
–
8.4
/10
• 8
new
Glassdoor
reviews
this
quarter
–
ranking
currently
4.2
up
from
3.9
• Latest
EB
Video
up
1354
views
this
quarter
to
4,502
Total
views
since
launch.

26. Showing Value to the big dogs part 2 – the
revenge

27. Before “B2P” – a one way conversa9on

28. AYer!

29. Like IPAs? Our engineering team does and
had a great time brewing some last night.
Want to join them next time? @curaspan

30. People usually dread coming to work on
Mondays. Not the @CloudLock engineering
team in Waltham, as evidenced by me
witnessing Pinata action at 8:30 AM?! Join us!

31. Does it work?
CloudLock:
• 256% increase in inbound applications
• 44% LinkedIn follower growth
• 843% growth in monthly views on GlassDoor.com
• 50% increase in page views on Cloudlock Careers site
• 233% increase in hires over the same time period in 2014
• BBJ Best Places to Work 2015

32. Does it work?
Talend:
- 4,762 total inbound applicants 2014 – 3015 in Q1 2015 alone
- 966% increase in hires Q1 2015 over Q1 2014
- 235% increase on monthly Glassdoor.com views
- 46% LinkedIn follower growth
- Q1 86 days time to fill – Q1 2015 52 decreased 40%
- Top 10 Big Data Companies to work for - Forbes

33. Step 4: Beware of pitfalls

34. How to fail at this stuff - miserably

35. Careers site – the destination matters!

36. The not so good (being kind here)…..

37. You have no content – or if you do it’s not
good

38. Step 5: Get started
• Brand theme/messaging – # theme name for all social outlets
• Video – Anchor video – Theme videos every 3 month cadence
• Blogs – Employee Spotlights, blogs by execs or employees on a monthly cadence
• Imagery – unleash your employees. Images taken from daily life, existing content, events, office
happenings, team outings, etc.
• Spotlights – develop a cadence focusing as much on diversity as possible
• Career site – tie in to # and include real images of employees in work and fun – drive people to one
place
• Cadence !
• Ownership – divide and conquer with weekly meetings of channel owners
MUST BE “REAL” AND NO “CORPORATE SPEAK”
This is NOT B2B – This is B2P!!!!

39. Some trends

40. Some trends

41. Some trends

42. Some trends

43. Some trends

44. Some trends

45. Enable your teams!
• Social lunch and learn
• Orientation – start at onboarding!
• Contests
• Recognition
• No Big Brother!
• Measure Measure and Measure
• Show them value to THEM : referrals, profile, employment
brand
• Glassdoor – ask – don’t push

46. Your audience with a great talent brand!