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Webinar employer brand_slideshare
The document discusses the importance of employer branding for talent acquisition leaders, highlighting its significant impact on hiring success and the growing investment by companies. It outlines the definition of employer branding, effective promotional channels, and the need for strategic approaches and metrics in measuring brand strength. Despite recognizing its value, many organizations lack a proactive strategy and fail to consistently measure their employer brand's effectiveness.
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Webinar employer brand_slideshare
- 1. Talent Solutions Why EmployerBranding Matters Webinar – November 2012 Rebecca Feldman – Solutions Consultant ©2012 LinkedIn Corporation. All Rights Reserved.
- 2. Agenda How wedefine Employer Brand The state of employer branding: research findings and why you should care Promoting your employer brand on LinkedIn Measuring your employer brand Q&A TALENT SOLUTIONS
- 3. Let’s set abaseline… ©2012 LinkedIn Corporation. All Rights Reserved.
- 4. Your Employer Brandis: The attributes and sentiments that you most want associated with your company Employer Branding is: The delivery of your employer value proposition across every communication touch point – both internal and external TALENT SOLUTIONS
- 5. The State ofEmployer Branding ©2012 LinkedIn Corporation. All Rights Reserved.
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- 7. Talent acquisition (TA)leaders are highly aware that employer branding is critical to hiring success 83% Agree that employer brand has significant impact on ability to hire great talent 7 TALENT SOLUTIONS
- 8. Large organizations leadthe way in prioritizing employer brand, but smaller companies are catching on Prioritization of employer brand (by company size) 67% < 500 Employees 501-1,000 Employees 1,000-10,000 Employees > 10,000 Employees 69% 8 Top 3 long-term trends in recruiting professionals (by company size) < 1,000 Employees 1. Utilizing social and professional networks 2. Upgrading employer branding 3. Finding better ways to source passive candidates 70% 67% 78% Agree that employer brand is a top priority for their organization > 1,000 Employees 1. Utilizing social and professional networks 2. Finding better ways to source passive candidates 3. Upgrading employer branding TALENT SOLUTIONS
- 9. While websites areseen as most effective, viral channels play important role in promoting employer brand Five channels seen as most effective to promote employer brand 78% 46% Company website Word of mouth Social professional networks 38% 34% Social media 9 56% Traditional job boards TALENT SOLUTIONS
- 10. Despite the climateof “more with less”, companies are investing more in employer branding TALENT SOLUTIONS
- 11. But why? 49% Increased beliefin the impact of employer brand 48% Need to raise general awareness 47% Difficulty recruiting quality candidates 37% Increased competition 32% Difficulty recruiting candidates in specific sectors TALENT SOLUTIONS
- 12. But seriously, why…? Up to 50% Savings in cost per hire is associated with a strong employer brand TALENT SOLUTIONS
- 13. One more time…why? Average of 28% Lower turnover rates for companies with strong employer brands TALENT SOLUTIONS
- 14. Despite recognizing itspower, many companies don’t take a strategic approach to employer brand 83% 54% Have a proactive employer brand strategy 53% Understand employer brand strength across different populations 39% Feel they have the resources to succeed 38% Measure employer brand strength relative to competitors for talent 37% Regularly survey new hires to understand employer brand perceptions 35% Prioritize spend on audiences where employer brand relatively weak 32% 14 Recognize employer brand impact Regularly survey candidates to understand perceptions TALENT SOLUTIONS
- 15. Not many saythey regularly measure their employer brand in a quantifiable way only one out of three 15 TALENT SOLUTIONS
- 16. In Summary TA leadersknow employer branding is important and are investing more – but strategy, listening and metrics are often missing Awareness • TA leaders say employer branding is key to hiring success and an important long-term trend. Investment & Organization • Companies are starting to invest more in employer branding, with TA leaders often directly responsible. Delivery • Effective employer brand delivery occurs as much through viral channels as via company-controlled ones. Strategy & Measurement • Many companies are not adopting a strategic approach and even fewer are measuring for success. TALENT SOLUTIONS
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- 18. How can LinkedInhelp you BUILD your employer brand? ©2012 LinkedIn Corporation. All Rights Reserved.
- 19. Define LinkedIn can help • What areyou famous for? • Strive for authenticity Communicate • Can your employees articulate your employer brand? • Is your communication ongoing and consistent? Engage • The world has gone social • Take control! TALENT SOLUTIONS
- 20. Communicate Strategic andRelevant Messages Employment Brand Value Proposition • What is unique about your company? • Culture, perks, benefits. Thought Leader • Demonstrate knowledge in your space • Blog post, research paper, etc… Company News • Latest projects • Happy customers: case studies • Good industry reputation Engage in Conversation • Create a follower ecosystem where targets can interact • Use multiple platforms and channels TALENT SOLUTIONS
- 21. 1 Define – Whatare you famous for? • What is your Employee Value Proposition? • How is your brand different to your competitors? • What key messages do you want to communicate to potential candidates? • Is it authentic? TALENT SOLUTIONS
- 22. 2 Communicate - Externally •Promote your employer brand on your LinkedIn Career Page and your employees’ profiles • Build brand awareness through targeted advertising across LinkedIn EXTERNAL brand message here EXTERNAL brand message here TALENT SOLUTIONS
- 23. 2 Communicate - Internally “50%of Recruiters don’t understand their own employer brand” CLC report TALENT SOLUTIONS
- 24. 2 Communicate - Internally •Place internal creative messaging on your employees’ profiles to express your brand • Create a LinkedIn Group to start discussions with your employees about your brand INTERNAL brand message here TALENT SOLUTIONS
- 25. 3 Engage – Takecontrol of your message • Make sure you have a branded LinkedIn Career Page to educate members about your employer brand and relevant opportunities • Message your followers about important updates, news, events, etc TALENT SOLUTIONS
- 26. How can LinkedInhelp you MEASURE your employer brand? ©2012 LinkedIn Corporation. All Rights Reserved.
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- 28. We first assesstwo important elements of your employer brand: Reach and Engagement Talent Brand Reach 30,000 members Talent that’s familiar with you as an employer Viewing employee profiles Connecting with your employees Talent Brand Engagement 5,400 members Talent that is interested in you as an employer Researching company and career pages Following your company Talent Viewing jobs and applying TALENT SOLUTIONS
- 29. Talent Brand Indexcan measure your employer brand What percent of people who know about you show an interest? Talent Brand Reach 30,000 members xyzCo's Talent Brand Index = 18% Talent Brand Engagement Talent Brand Reach Talent Brand Engagement 5,400 members Talent TALENT SOLUTIONS
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- 31. Resources For employer brandingbest practices from industry leaders, go to: talent.linkedin.com/employer-brand For a new way to measure your talent brand, see talent.linkedin.com/talentbrandindex To stay up to date on the latest research and insights from LinkedIn, follow @hireonlinkedin on Twitter and subscribe to our blog: talent.linkedin.com/blog For more information on your own Talent Brand Index and LinkedIn Solutions, please contact your Relationship Manager, Eden Shaffer. TALENT SOLUTIONS
- 32. ©2012 LinkedIn Corporation.All Rights Reserved. TALENT SOLUTIONS 32
- 33. Methodology Surveyed 3,028 recruitingprofessionals globally with a LinkedIn profile All respondents: work in a corporate HR/recruiting setting represent an even mix of small, midsize and large enterprises have at least some budget authority focus solely or primarily on recruitment Respondents by country: UNITED STATES 755 CANADA 299 BRAZIL 226 SPAIN 100 UK 334 ITALY 99 GERMANY 97 NETHERLANDS 226 NORDICS 113 INDIA 255 AUSTRALIA 280 33 TALENT SOLUTIONS
Editor's Notes
- #7 All roads lead to employer brandTop obstacles: Lack of awareness or interest in our employer brandBiggest concern about competitors: # 1 concern was Invest in their employer brandTop long-lasting trends: Upgrading employer branding
- #29 How can we measure your employer brand? We start by looking at the reach and engagement you have with external talentTALENT BRAND REACH: Includes the people who know what it’s like to work at your company—those that are familiar with your company as an employerTALENT BRAND ENGAGEMENT: Includes the subset of people within your reach who are interested in you as a potential employerResearch shows that people familiar with what it’s like to work at your company are the same people connected to and engaging with your employees on LinkedInResearch also shows that people who are interested in working at your company are the same ones who are taking that extra step on LinkedIn to learn more: browsing/applying to jobs on LinkedIn, following your company, and visiting your company and career pages.Because these activities happen on LinkedIn, we can measure them. So we can see that at xyzCo, you have XXX members within your reach, and YYY of them have engaged with you and shown an interest
- #30 We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.