the importance of building a strong talent brand, munish sudan
Post on 20-Aug-2015
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The BIG Takeaways
Employer brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, andsize can harness the power of a strong employer brand
Social Media is leveling the playing field like neverbefore, enabling organizations to articulate their brandevery day, in many ways
The ROI Story
Source: LinkedIn Survey, 2010, 2250 Responses.
50%Savings in cost per hireis associated with a strongemployer brand
Companies with stronger employer brand have28% lower turn-over rates than companies
with weaker employer brands
$
Talent Leaders Know that Brand Matters83%Agree that employer brandhas significant impact onability to hire great talent
Employer Brand Investment is Rising51% 40% 9%SpentMore
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 1 Utilizing social and professionalnetworks
2 Compensation 2 Build and nurture strong talentpools or pipelines 2 Upgrading employer branding
3 Lack of awareness or interest inour employer brand 3 Learn to use social networking
and social media more effectively 3 Finding better ways to sourcepassive candidates
4 Location 4 Improve their candidate experience 4 Boosting referral programs
5 Recruiting team too small 5 Improve their referral program 5 Training recruiters and hiringmanagers
6 Recruiting team doesn't havethe right tools/systems 6 Further invest in their existing
recruiting tools 6 Recruiting globally
7 Lack of awareness that we'rehiring 7 Invest in new recruiting tools 7 Optimizing your career site
8 Inability to effectively use datato improve our approach 8 Hire recruiters to strengthen
their team 8 Measuring quality of hiremore consistently
9 Quality of talent currently atour company 9 Negotiate better pricing with
vendors 9 Reducing spend on staffing firms
10 Company performance 10 Improve ways to track qualityof hire 10 Using CRM technology to
manage talent leads
Top obstacles toattracting the best talent
Biggest concern is thatcompetitors will…
Top long-lastingtrends
Whatever the Question, the Answer is EmployerBrand
Evolving Language: The Emergence of Talent Brand
Your talent brand is thehighly social, totally publicversion of your employerbrand that incorporates whatyour talent – past, presentand potential - thinks, feelsand shares about yourcompany as a place to work.
The Power of BrandsWhat HR and talent acquisition leaders can learn fromthe world’s best marketers.
©2013 LinkedIn Corporation. All Rights Reserved.
We’re going to talk about…
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The Power of Brands
How Marketers Think About Branding
Your Talent Brand
Every Organization
Going to Market
Measurement
1 Series 3 Series 5 Series 7 Series
20’s Professionals
Recent graduate
Single
No children
Social / nightlife focus
30’s Professionals
Upwardly mobile
Single or married
Likely no children
Active lifestyle
40’s Professionals
Established career
Married
Growing children
Family-centric lifestyle
50’s Professionals
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?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
Education?
Experience?
Motivation?
Values?
Work Style?
Career ambition?
Other considerations?
…Shaking up Talent Teams to shift from good tofirst class
©2013 LinkedIn Corporation. All Rights Reserved. 25
Going to MarketProjecting your talent brand into the talent marketplace.
©2013 LinkedIn Corporation. All Rights Reserved.
Why LinkedInProjecting your talent brand into the talent marketplace
©2013 LinkedIn Corporation. All Rights Reserved.
How would you classify your current job search status?
Semi Active10%
Very Active8%
Passive60%
Super Passive22%
Engaging the BEST talent, not just active jobseekers
“ Not at all, assuming thatthe inquiry is relevant to
my experience. This should beviewed as a benefit of
LinkedIn, not a detriment.” VP, Fortune 500 company
“ Not at all, assuming thatthe inquiry is relevant to
my experience. This should beviewed 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
The important thing is to understand the memberjourney, leverage it….
©2013 LinkedIn Corporation. All Rights Reserved. 36
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
Your Career Opportunities on LinkedIn
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
Your Career Opportunities on LinkedIn
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
49
Only 1 out of 3
How do you measure success?
Companies measure their employerbrand in a quantifiable way
©2013 LinkedIn Corporation. All Rights Reserved.
238 M+LinkedIn Members
XTalent Brand Reach
XTalent Brand Engagement
=
X%Talent Brand Index
Your Talent Brand vs. Your Talent Competitors
Peers:
Dynamic, Inc.
Golden Phase
six28 Enterprise
Wavesynthe
Commona
Paularino Systems
Employer of choice Weaker employer brand
4/6
Back to the BIG Takeaways
Talent brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, andsize can harness the power of a strong talent brand
Social Media is leveling the playing field like neverbefore, enabling organizations to articulate their brandevery day, in many ways
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