the transformative power of talent brand | webcast

The Transformational Power of Employer Brand

©2013 LinkedIn Corporation. All Rights Reserved.

It's about YOU

About identity

About how it makes you feel

About emotional attachment

What would it mean?

The beauty of employer brand is you don’t need everybody to know your name. Only the right people.

The BIG Takeaways

Employer brand is vital to improving recruiting outcomes

Every company, regardless of industry, location, and size can harness the power of a strong employer brand

Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways

The Business Case

The ROI Story

Source: LinkedIn Survey, 2010, 2250 Responses.

50%Savings in cost per hire is associated with a strong employer brand

Companies with stronger employer brand have 28% lower turn-over rates than companies

with weaker employer brands

$

Talent Leaders Know that Brand Matters

83%Agree that employer brand has significant impact on ability to hire great talent

Employer Brand Investment is Rising

51% 40% 9%

Spent More

SpentSame

SpentLess

91% of companies spent more or the sameon employer brand in 2012 compared to 2011

1 Competition 1 Invest in their employer brand 1Utilizing social and professional networks

2 Compensation 2Build and nurture strong talent pools or pipelines

2 Upgrading employer branding

3Lack of awareness or interest in our employer brand

3Learn to use social networking and social media more effectively

3Finding better ways to source passive candidates

4 Location 4Improve their candidate experience

4 Boosting referral programs

5 Recruiting team too small 5 Improve their referral program 5Training recruiters and hiring managers

6Recruiting team doesn't have the right tools/systems

6Further invest in their existing recruiting tools

6 Recruiting globally

7Lack of awareness that we're hiring

7 Invest in new recruiting tools 7 Optimizing your career site

8Inability to effectively use data to improve our approach

8Hire recruiters to strengthen their team

8Measuring quality of hire more consistently

9Quality of talent currently at our company

9Negotiate better pricing with vendors

9 Reducing spend on staffing firms

10 Company performance 10Improve ways to track quality of hire

10Using CRM technology to manage talent leads

Top obstacles to attracting the best talent

Biggest concern is that competitors will…

Top long-lasting trends

Whatever the Question, the Answer is Employer Brand

Evolving Language: The Emergence of Talent Brand

Your talent brand is the highly social, totally public version of your employer brand that incorporates what your talent – past, present and potential - thinks, feels and shares about your company as a place to work.

Until recently, employment branding referred to a company’s positioning and messaging about what it’s like to work there. But social media has changed this landscape.

A company can no longer position, message and be done with it, because it’s no longer a one-way message. It isn’t even a two-way conversation. It’s an all-out marketplace of interactions, where recruiters, employees, customers and prospects are all listening to one other.

The company no longer holds the megaphone; the company is one among many participants. The online social world has taken the brand from the hands of the Employer and put it in the hands of the Talent, both current and potential.

““

Evolving Language: The Emergence of Talent Brand

Julia Markish

Senior Manager, Global Talent Brand


The Power of BrandsWhat HR and talent acquisition leaders can learn from the world’s best marketers.

Agenda

1

2

3

4

5

6

The Power of Brands

How Marketers Think About Branding

Your Talent Brand

Every Organization

Going to Market

Measurement

Identity

A Quality Promise

A Decision Making Short-Cut

Brand is Talent

Brand is alsoa Powerful Motivator

Cola Market Share

Other

What does it mean to work for your organization?

Sample survey questions for…

Current employees Passive candidates

What are the most important values you look for in a job?

Where does XYZCo do a very good job of delivering on these values?

Which important values do you feel XYZCo does not deliver on?

What originally attracted you to join XYZCo?

To what extent have your expectations been fulfilled? Where have they been exceeded? Where have they not been met?

If you wanted to convince a friend to work at XYZCo, what story would you tell them?

How likely would you be to recommend XYZCo as an employer?

What are the most important values you look for in a job?

When you think about companies that hire people with your skillset, which companies come to mind?

How familiar are you with XYZCo as a place to work?

How likely would you be to consider a job at XYZCo?

What is your overall impression of XYZCo as a place to work?

Based on your knowledge of the company, where does XYZCo do a very good job of delivering on these values?

Based on your knowledge of the company, which important values do you feel XYZCo does not deliver on?

Relevant– To the target audience

Consistent– Must build trust

Credible– Must deliver on its promises

Inspirational– A strong brand will connect

on an emotional level

Unique– Set apart from its competitors

Consumer Brand Attributes

Relevant– To the target audience

Consistent– Must build trust

Credible– Must deliver on its promises

Inspirational– A strong brand will connect

on an emotional level

Unique– Set apart from its competitors

Talent Brand Attributes

1 Series 3 Series 5 Series 7 Series

20’s Professionals

Recent graduate

Single

No children

Social / nightlife focus


Upwardly mobile

Single or married

Likely no children

Active lifestyle


Established career

Married

Growing children

Family-centric lifestyle


Executive career

Married

Teen / grown children

Luxury lifestyle

BMW Segmentation

Jr. Engineer Sr. Engineer Sales Executive

Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?

Other considerations?

Talent Segmentation

Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?


Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?


Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?


Who are the Heroes?

The most engaged employees are motivated by a sense of pride

They are proud to tell others where they work

They care deeply about the future of the organization

They are inspired by company leadership and by those they work with

©2013 LinkedIn Corporation. All Rights Reserved. 40

Mission Driven

clean energy crusade Save the world here

addressing the environmental issues of our time

you could be part of this clean energy crusade

passion

addressing the environmental issues of our time

collaborative, unpretentious, and driven to achieve our mission.


Lifestyle Driven

stable year-round employment.

located in some of the most beautiful places in the world

Sustainability

Giving Back to the Community


What is your talent brand?


Going to MarketProjecting your talent brand into the talent marketplace.

Projecting Your Talent Brand into the Talent MarketplaceLiving it Everyday with Your Employees

Projecting Your Talent Brand into the Talent MarketplaceIn Your Community

Projecting Your Talent Brand into the Talent MarketplaceSocial Media

Projecting Your Talent Brand into the Talent MarketplaceOn LinkedIn

Why LinkedIn is vital

Your Company on LinkedIn

Your Employees on LinkedIn

Your Career Opportunities on LinkedIn


Why LinkedInProjecting your talent brand into the talent marketplace

Members Worldwide

200,000,000

LinkedIn: By the Numbers

1 As of May 3, 2012

1

Fortune 100 CompaniesUse our Recruiting

Solutions

Fortune 500 Companies

New Members Per Second

87%100%+2

EverywhereWork wherever our

members work

InsightsBe great at what

you do

IdentityConnect, find, and

be found

How would you classify your current job search status?

Semi Active10%

Very Active8%

Passive60%

Super Passive22%

Engaging the BEST talent, not just active job seekers

“ Not at all, assuming that the inquiry is relevant to

my experience. This should be viewed as a benefit of

LinkedIn, not a detriment.” VP, Fortune 500 company

Passive Candidates Want to Hear from You

Source: LinkedIn Poll, January 2011, 13918 responses

“Do you mind being contacted by a recruiter on LinkedIn?”

Active candidates

• Will apply to ATS• Listen to opportunities• Respond quickly• Seek information

Passive candidates

• Do not have a current resume• May listen to opportunities• Do not respond to “apply now”• Higher bar to respond

But… a whole different approach is needed

Your Company on LinkedIn

Every Employee is an Ambassador

OUR BRAND

Top Tips to Cultivate Brand Ambassadors

Ensure your executives are on board.Get C-suite support to drive widespread participation.

Educate employees on your brand. The more connected they are to the brand, the better the ambassadors they’ll be.

Encourage share and tell.Share authentic stories, pictures and company events across a variety of media so your employees (and followers) can repost and drive viral discussion.

Monitor for success.Measure engagement and create action plans to build your foundation of engaged, enthusiastic brand ambassadors.

Lead by ExampleThe anatomy of a well-branded recruiting profile

Engaging, friendly picture Who wouldn‘t want to work with Stacy?

Linksto branded destinations

Killer summaryWritten in the first person, oozing with passion.

Descriptive headlineThat goes beyond the title

OTHER FEATURES WE LIKE

• Core skills, endorsed by her network

• Volunteer experiences• Just enough on prior

positions to build credibility

Roll it Out

JOBS YOU MAY BE INTERESTED IN

Feedback I See more »

Account ExecutivexyzCo – San Francisco, CA

x

Sr. Account ExecutiveAmazon.com – San Francisco, CA

x

Sales ManagerNetApp – San Jose, CA

x


JOBS YOU MAY BE INTERESTED IN

Feedback I See more »

Account ExecutivexyzCo– San Francisco, CA

x

Sr. Account ExecutiveAmazon.com – San Francisco, CA

x

Sales ManagerNetApp – San Jose, CA

x

Addison AugustoAccount Executive, ACME systemsSan Francisco Bay Area | Software

Jim YoungAccount Executive, xyzCoSan Francisco Bay Area | Software

Addison AugustoSr. Account ExecutivexyzCo– San Francisco, CA

Current xyzCo, Account Excecutive

Previous Acme System, Associate Account Executive

Education San Jose University


Taking it to the next level

Proactive Recruiting on LinkedIn

A strong talent brand enhances the impact of everything you do

Better InMail response

More views of your employee profiles

More views of your company page and career page

More followers

= Reduced time to fill

= Reduced cost per hire

= Improved quality of hire

74

Only 1 out of 3

How do you measure success?

Companies measure their employer brand in a quantifiable way

Measure your Brand Strength

264,362 engaged

1,873,354 reached

264,362

1,873,354

14%

Your Talent Brand vs. Your Talent Competitors

Peers:

Dynamic, Inc.

Golden Phase

six28 Enterprise

Wavesynthe

Commona

Paularino Systems

18%

17%

15%14%

11%

9%

Employer of choice Weaker employer brand

4/6

Your Talent Brand Across Functions

23%

18% 18%

15%13%

12%

Talent easiest to engage Talent more difficult to engage

Engineering Operations Marketing Media & Communication

Sales HumanResources

19%

15%

13%12%

11% 11%

Talent easiest to engage Talent more difficult to engage

United States Canada Argentina India France United Kingdom

Your Talent Brand Across Geographies


Measure. Engage. Improve. Repeat.

Back to the BIG Takeaways

Talent brand is vital to improving recruiting outcomes

Every company, regardless of industry, location, and size can harness the power of a strong talent brand

Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways