dropbox was skeptical about talent brand - learn what changed their mind and their roi | talent...
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Dropbox was skeptical about Talent Brand What happened next changed their minds (and their ROI) forever
Stephanie Kender Talent Brand Consultant,
LinkedIn @slk5002
Christy Childers Global Employer Brand Manager,
Dropbox @christychilders
Kevin DuBay Customer Success Manager,
LinkedIn @kevindubay
• Introduction • 2015: Is Talent Brand Real? • 2016: Continuing the Momentum • Do's and Don'ts of Content Strategy • Results and ROI • #BetterTogether • Q&A
Would high quality software engineers ever apply directly to a job posting?
From Skeptic to Believer
2015: Proof of Concept
Q1
Identified challenges and determined current strategies were not
working as expected
Q2
Q3
Ran a Lead Capture campaign to target LinkedIn members who were viewing jobs but not applying with targeted messaging and a simple opportunity to "raise their hand."
Results were astounding
Success Metric: Onsite to Offer Made
8%
13%
33%
0%
5%
10%
15%
20%
25%
30%
35%
Q1 2015 Q2 2015 Q3 2015
Q1 2015 Q2 2015 Q3 2015
*Source of Hire: LinkedIn
Geo
Function
Industry
Skills
Seniority
A customized approach by target will pinpoint exactly who you’re looking to recruit
• Geography (Global, Country, State, City/Metro)
• Industry (What a company does)
• Job Function (What an individual does)
• Seniority (Manager, Director, VP in job title)
• Company Size (Current)
• Language
• Current Company Name
• Group by keyword (including Diversity)
• Gender
• School Name, Degree Type
• Age
• Skills & Specialties by keyword
• Job Title by keyword
LinkedIn Targeting Options
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 Dropbox • I don’t know that Dropbox has a diverse environment
with perks that support diverse backgrounds • I don’t know all the amazing accomplishments
Dropbox has made • I don’t know Dropbox has a role that fits my
background
Interested
Applied
Aware
Familiar
Dropbox? I never thought about working there before, but see there’s a relevant job
for me in my area.
Dropbox is on the hunt for talent like me, and I am really interested in them
as a company.
Dropbox has a team that inspires me and cares about what I care
about.
The Dos and Don'ts of creating content
• Do understand your audience and provide value for them.
• Do make your content simple and concise • Do use personal quotes/testimonies from
team members • Do specify location and skill set • Don’t only post job postings or self-serving
‘I’m hiring’ posts • Don’t just talk about your unlimited snacks • Don’t assume you can copy/paste from one
geo location to the next
Software Engineering in the United States Percent Change of Engaged Members
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16
55%! 51%!
22%! 25%!
197%!178%!
210%! 211%!198%! 193%!
247%!
Percent Change pegged to August 2015
Engagement =
• Job Views • Follower • Company/Career
Page Views
Female Engineering in the United States Percent Change of Engaged Members
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16
Percent Change pegged to August 2015
Engagement =
• Job Views • Follower • Company/Career
Page Views
92% 74%
34% 31%
291% 249%
285% 314%
263% 226%
322%
All Engineer Positions in the United States Percent Change in LinkedIn Applications
Percent Change pegged to January 2016
Jan-16 ! Feb-16 ! Mar-16! Apr-16! May-16! Jun-16! Jul-16!
42%! 40%!
74%! 75%!92%!
113%!
YoY LinkedIn Success Metric: Onsite to Offer Made
8%
52.9%
0%
10%
20%
30%
40%
50%
60%
Q1 2015 Q1 2016
Q1 2015 Q1 2016
*Source of Hire: LinkedIn
Questions
Christy Childers Global Employer Brand Manager,
Dropbox
Kevin DuBay Customer Success Manager,
Stephanie Kender Talent Brand Consultant,