migliora il talent brand della tua azienda in 4 semplici mosse
TRANSCRIPT
TALENT SOLUTIONS
Talent Solutions
Improve Your Talent Brand and Recruit More Efficiently
June 12th 2014
Tomaso GiustiMedia Solutions Consultant
Cristina ArbiniMedia Account Manager
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Estimated 3+ Billion Internet Users at the end of 2014
“Word of Mouth” is now “Word of the Masses”
*Based on Estimates from the International Telecommunication Union
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News and commentary, both good and bad, travels faster than ever before fueled by Social Media
The GoodAnd Bad…
So where do you plan to eat next???
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Companies spend huge amounts per year to gain fidelity and to increase their sales, but what about the people most important to a company?
How important is what your employees or prospective employees think about your company?
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“Company Brand” vs. “Talent Brand”
“Want to grab some coffee?”
“Let me look that up on the internet…”
“Could you please pass me a tissue?”
These are all great Company Brands but it tells you nothing about what they are like to work for, this is where your Talent Brand comes in…
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So what do I mean when I refer to “Talent Brand”?
Company Brand
What the company says/markets about its products or services. Word of mouth products endorsements from your social
circle.
Influences purchasing behavior
Talent Brand
What do people’s public actions say about your company? What does talent think and
share about your company as a place to work? Highly social and public.
Influences consideration as an employer
TALENT SOLUTIONS*Cumulative stock performance over 5 year period
Consumer brand and Talent brand work hand-in-hand
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So Why is Talent Brand Important???
Companies with a Strong Talent Brand benefit through:
Companies with a Weak Talent Brand likely experience:
A strong pipeline of people willing/desiring to work for a company Large number of employee advocates
Healthy percentage of employee referrals Easier overall
candidate conversion
Lengthier time to fill Weaker referral pipeline
Potentially lacking company culture
More significant employee turnover
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“How can I use LinkedIn to better promote my company’s Talent Brand?”
How to Change or Promote your Talent Brand
How to Measure Your Talent Brand
2 Categories
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How to Change or Promote Your Talent Brand-Showcase your talent brand
When members research your company, engage them with branding and personalized jobs
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How to Change or Promote Your Talent Brand-Attract the right talent
Targeting is empowered from the rich data in our member’s profiles
Showcase your talent brand on LinkedIn and attract top candidates
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How to Change or Promote Your Talent Brand- Target Followers of Your Company with Status Updates
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Or not followers with Sponsored Updates for Recruiting
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Use your real name
Write a headline
Include a photo
Include links (social channels, career page, etc.)
Update your status regularly
Personalize your profile – this is your personal and professional brand, not your resume
How to Change or Promote Your Talent Brand- It can start with just your profile
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How to Change or Promote Your Talent Brand- Employees are the Best Advocates
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“How can I use LinkedIn to better promote my company’s Talent Brand?”
How to Change or Promote your Talent Brand
How to Measure Your Talent Brand
2 Categories
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Data is impartial, ongoing, unemotional and accurate
The good news? Talent Brand sentiment can be derived by the public
actions and data generated on LinkedIn
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With 300+ million usersLinkedIn is making this
data useful everyday
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So how can LinkedIn use it’s data to help our clients measure what the world thinks of their Talent Brand?
The answer: LinkedIn’s Talent Brand Index
15%
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We first assess two important elements of your employer brand: Reach and Engagement
Talent Brand Reach
Talent
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
Researching company and career pages
Following your company
Viewing jobs and applying
Viewing employee profiles
Connecting with your employees
1,446,290members
members
220,081
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Talent
With this information we can generate an index which indicated what percentage of people who are
aware of your company actually engage with it…
Talent Brand Index=
Talent Brand Engagement
Talent Brand Reach
15%
Talent Brand Reach
Talent Brand Engagement
1,446,290members
members
220,081
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We can then compare your Talent Brand Index across your competitive landscape by Company, Function
and Geography
Your Talent Brand Index is also something we can measure over time rather than just a point in time
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So how is Talent Brand Index being put into action today…
Looks at their Talent Brand competitive benchmarks to determine how they should recruit against their competitors
Tracks their Talent Brand score over time to help determine what recruiting strategies are working and what is not
Includes their Talent Brand score in their annual shareholder report
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So how can YOU put your Talent Brand Index into action today…
Measurement: If you can’t measure it you can’t fix it. Use your TBI trend to determine what is working and what is not.
Action: Use Targeted Company Status Updates, LinkedIn Media and Employees to cause change or reinforce public perception
Results: Share throughout the leadership team as an internal metric and track over time.
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Helpful Links
LinkedIn Talent Brand Playbook• http://talent.linkedin.com/
employerbrandbook/
Targeted Status Updates How To Video• http://lnkd.in/TargetedUpdates
Your Talent Brand Index Report and Scorecard• Send request to your Relationship
Manager