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Tracking Impact: Quantifying the
Success of your Talent Brand
Stephanie Kender
Talent Brand Consultant
December 2016
Let’s Go On A Journey
• Introductions
• Talent Brand Overview
• 3 Metrics To Measure Success
• Craft the Candidate Experience to Improve ROI
Introductions
Stephanie Kender
Talent Brand Consultant
LinkedIn
Sarah Widdes
Media Account Manager
LinkedIn
believe talent brand
strength makes a
“significant impact”
on ability to hire
77%
Average reduction in
cost per hire
50%
Average reduction in
turnover
28%
talent professionals
who say talent brand is
a top priority in 2015
56%
We know that Talent Brand is important
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
Candidates tell us it’s important
Source: LinkedIn Talent Trends Report, March 2014
Reputation as a
“great place to work”
Reputation for “great
products / services”
Reputation for
“great people”
Reputation for
“being prestigious”
56%
LinkedIn lets you reach people when they’re in a
professional mindset
Patrick Kane
Ivanka Trump
Ali Landry
7-foot-tall Football
Player
Robert Griffin III
Kim Zolciak
Leadership
Social media marketing
Self-esteem
Marketing
Employee engagement
Temporary placement
Design thinking
Management
Time management
Sales
#HTGAWM
#NewNFLTeams
Redskins
The Pope
#GreysAnatomy
#HeroesReborn
Trending topics by social media platform
6
8
Employer Brand n.
How you, the employer, promote your company
as a place to work
9
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
a significant asset for both hiring/retaining great
talent and promoting your corporate image to
the market
50%
of professionals around the
world discover new job
opportunities through word of
mouth
The content ecosystem
COMPANY
PAGE
LEADERSHIP
PROFILES
EMPLOYEE
PROFILES
THE FEEDCOMPANY UPDATES
(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
BRAND
TOUCHPOINTS DISTRIBUTIONCONTENT
INDIVIDUAL POSTS
All content from owned properties is distributed
through the feed to company followers and
individual connections.
The Quest to Quantify
Measuring the impact of your Talent Brand
Know the goal:
Attract Engage Pipeline
1. Follower Quality
2. Talent Response Rate
3. Quality of Applicant
3 Simple Metrics to Quantify
Talent Brand Success
Follower Quality
Adapt your talent brand strategy for different audiences
#1
10
Why Followers Matter
Talent Acquisition:
More Likely to Apply
Customer Acquisition:
More Likely to Buy
71%
Are interested in updates
on job opportunities from
companies they follow
78%
More likely to respond
to a Recruiter’s InMail
61%
More likely to share or
comment on company
content
49%
More likely to
purchase from a
company they engage
with
Tips for visualizing your success
Visualize success: track follower changes as a whole,
or for specific business-critical roles
Measuring your talent response rate setsEngaged
with your brand
No engagement
with your brand
Talent Response Rate
Engaged candidates more likely to respond to your recruiters
#2
Visualize success: track response rate as a whole,
or by media investment
20
Subjective  What does it mean
to your company?
• Good fit for the company
• Good fit for the role
• Length of tenure
Who are the quality candidates for you?
Applicant Quality
Broadcasting an authentic talent brand increases retention
#3
Branding opportunities that engage passive candidates across
their personal path to hire creates interest and preference
Prospect Hire
Unaware
• I don’t know what it’s like to work at LinkedIn
• I don’t know that LinkedIn has a diverse
environment with perks that support diverse
backgrounds
• I don’t know all the amazing
accomplishments LinkedIn has made
• I don’t know LinkedIn has a role that fits my
background
Interested
Applied
Aware
Familiar
LinkedIn has a team that inspires me
and cares about what I care about.
LinkedIn? I never thought about working
there before, but see there’s a relevant
job for me in my area.
LinkedIn is on the hunt for talent like
me, and I am really interested in them
as a company.
The Common Trap
Would You Apply?
From Familiar to
Interested
Are You Ready To Apply?
First Engagement
Are You Ready To Apply?
Second Engagement
Are You Ready To Apply?
You’re Interested!
Visualize success: track interested candidates by
target companies or other key metrics
Visualize success: track Engaged with Talent Brand
in Next Gen Recruiter
 Follows, likes or shares
your company page
 Likes, comments on or shares
a company update,
 Applies to, likes, comments on,
or shares a job on LinkedIn
 Likes, comments on, or shares
a sponsored update
 Shares an article from the Elevate
app
 "I'm Interested" clicks from Talent
Landing pages and Talent Direct
(Sponsored InMail) messages
Visualize success: track influenced % new
engagements through your media investments
Candidate Hire
Hired
5,681
Consideration Actions
Considering
75,432+
Unique Members Made
Aware
Aware
37
Influenced Hires
1,246
Added Followers
3,781
Job Viewers
923
Company/Career Page
Views
84%
New
Engagements
1. Follower Quality
2. Talent Response Rate
3. Quality of Applicant
3 Simple Metrics to Quantify
Talent Brand Success
©2014 LinkedIn Corporation. All Rights Reserved.

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Tracking Impact: Quantifying the Success of your Talent Brand

  • 1. Tracking Impact: Quantifying the Success of your Talent Brand Stephanie Kender Talent Brand Consultant December 2016
  • 2. Let’s Go On A Journey • Introductions • Talent Brand Overview • 3 Metrics To Measure Success • Craft the Candidate Experience to Improve ROI
  • 3. Introductions Stephanie Kender Talent Brand Consultant LinkedIn Sarah Widdes Media Account Manager LinkedIn
  • 4.
  • 5. believe talent brand strength makes a “significant impact” on ability to hire 77% Average reduction in cost per hire 50% Average reduction in turnover 28% talent professionals who say talent brand is a top priority in 2015 56% We know that Talent Brand is important Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  • 6. Candidates tell us it’s important Source: LinkedIn Talent Trends Report, March 2014 Reputation as a “great place to work” Reputation for “great products / services” Reputation for “great people” Reputation for “being prestigious” 56%
  • 7. LinkedIn lets you reach people when they’re in a professional mindset Patrick Kane Ivanka Trump Ali Landry 7-foot-tall Football Player Robert Griffin III Kim Zolciak Leadership Social media marketing Self-esteem Marketing Employee engagement Temporary placement Design thinking Management Time management Sales #HTGAWM #NewNFLTeams Redskins The Pope #GreysAnatomy #HeroesReborn Trending topics by social media platform 6
  • 8. 8 Employer Brand n. How you, the employer, promote your company as a place to work
  • 9. 9 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 a significant asset for both hiring/retaining great talent and promoting your corporate image to the market
  • 10. 50% of professionals around the world discover new job opportunities through word of mouth
  • 11. The content ecosystem COMPANY PAGE LEADERSHIP PROFILES EMPLOYEE PROFILES THE FEEDCOMPANY UPDATES (SPONSORED & ORGANIC) INDIVIDUAL UPDATES BRAND TOUCHPOINTS DISTRIBUTIONCONTENT INDIVIDUAL POSTS All content from owned properties is distributed through the feed to company followers and individual connections.
  • 12. The Quest to Quantify Measuring the impact of your Talent Brand
  • 13. Know the goal: Attract Engage Pipeline
  • 14. 1. Follower Quality 2. Talent Response Rate 3. Quality of Applicant 3 Simple Metrics to Quantify Talent Brand Success
  • 15. Follower Quality Adapt your talent brand strategy for different audiences #1
  • 16. 10 Why Followers Matter Talent Acquisition: More Likely to Apply Customer Acquisition: More Likely to Buy 71% Are interested in updates on job opportunities from companies they follow 78% More likely to respond to a Recruiter’s InMail 61% More likely to share or comment on company content 49% More likely to purchase from a company they engage with
  • 17. Tips for visualizing your success Visualize success: track follower changes as a whole, or for specific business-critical roles
  • 18. Measuring your talent response rate setsEngaged with your brand No engagement with your brand Talent Response Rate Engaged candidates more likely to respond to your recruiters #2
  • 19. Visualize success: track response rate as a whole, or by media investment
  • 20. 20 Subjective  What does it mean to your company? • Good fit for the company • Good fit for the role • Length of tenure Who are the quality candidates for you? Applicant Quality Broadcasting an authentic talent brand increases retention #3
  • 21. Branding opportunities that engage passive candidates across their personal path to hire creates interest and preference Prospect Hire Unaware • I don’t know what it’s like to work at LinkedIn • I don’t know that LinkedIn has a diverse environment with perks that support diverse backgrounds • I don’t know all the amazing accomplishments LinkedIn has made • I don’t know LinkedIn has a role that fits my background Interested Applied Aware Familiar LinkedIn has a team that inspires me and cares about what I care about. LinkedIn? I never thought about working there before, but see there’s a relevant job for me in my area. LinkedIn is on the hunt for talent like me, and I am really interested in them as a company.
  • 22. The Common Trap Would You Apply?
  • 24. Are You Ready To Apply? First Engagement
  • 25. Are You Ready To Apply? Second Engagement
  • 26. Are You Ready To Apply? You’re Interested!
  • 27. Visualize success: track interested candidates by target companies or other key metrics
  • 28. Visualize success: track Engaged with Talent Brand in Next Gen Recruiter  Follows, likes or shares your company page  Likes, comments on or shares a company update,  Applies to, likes, comments on, or shares a job on LinkedIn  Likes, comments on, or shares a sponsored update  Shares an article from the Elevate app  "I'm Interested" clicks from Talent Landing pages and Talent Direct (Sponsored InMail) messages
  • 29. Visualize success: track influenced % new engagements through your media investments Candidate Hire Hired 5,681 Consideration Actions Considering 75,432+ Unique Members Made Aware Aware 37 Influenced Hires 1,246 Added Followers 3,781 Job Viewers 923 Company/Career Page Views 84% New Engagements
  • 30. 1. Follower Quality 2. Talent Response Rate 3. Quality of Applicant 3 Simple Metrics to Quantify Talent Brand Success
  • 31. ©2014 LinkedIn Corporation. All Rights Reserved.