employer brand playbook
Post on 18-Oct-2014
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Why this topic is so important
83%Agree that employer brand has significant impact on ability to hire great talent
talent.linkedin.com
Prioritization of employer brand(by company size)
69% Agree employer brand is a top priority for their organization
67%
70%
67%
78%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
Source: The State of Employer Branding, 2012 lnkd.in/stateofeb
Lower cost per hire by up to 50%.
Reduce employee turnover by up to 28%.
Influence the conversation with candidates. If you don’t, someone else will.
91%of companies increased or maintained their talentbrand spend in 2012.
talent.linkedin.comSource: What’s the Value of your Employment Brand? lnkd.in/valueofEB
3 reasons to invest in your talent brand
talent.linkedin.com
39% 22%TA shares ownership
TA has primary ownership
15%TA has no ownership
14%TA is a contributor
10%Company doesn’t think about EB
Most common departments that own employer brand outside of talent acquisition
1.Marketing2.Corporate Communications
Who owns employer brand?
Source: The State of Employer Branding, 2012 lnkd.in/stateofeb
Employer brand ownership
Five steps to a strong talent brand
• Start at the top
• Share compelling data
• Bring partners to the table
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
talent.linkedin.com
Step 1: get executive buy-in
Start at the top
• Get your CEO and exec team to support and contribute to your talent brand efforts
Arm yourself with data
• Universal facts on the business impact of your talent brand.
• LinkedIn insights on your company’s social presence, e.g. -
• Number of employees with profiles.
• Aggregate number of connections,
• Recruiting metrics on where you’re losing talent or struggling to hire.
Bring partners to the table
•Examples: HR, Communications, Marketing, IT.
•Create a cross-functional talent brand task force.
talent.linkedin.com
Persistence and small wins pay off
“I probably delivered the same deck 40 times, sometimes to the same audience. You will feel like a broken record but it doesn’t sound like that on the other end.”
Kara YarnotSAIC
SAIC turns to data to ease concerns
Challenge: Leadership feared that competitors might poach employees more easily if they joined LinkedIn.
Approach: Presented the unchanged pre- and post-attrition rates to leadership.
Result: Leadership bought in to the network, built their own profiles, and even became active themselves.
talent.linkedin.com
Five steps to a strong talent brand
• Start at the top
• Share compelling data
• Bring partners to the table
• Audit existing materials
• Do your research: who, what, when, where & how
STEP 1Get buy-in
STEP 2Listen and learn
talent.linkedin.com
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
Step 2: Listen and learn
Where are the inconsistencies between what you say and what they think?
How does the feedback vary by audience?
What are the biggest issues you need to address?
When
• Regular cadence
• Change in strategy or leadership
• Decline in hiring results
Who
• Internal and external
• Include real-world views (e.g., candidates who declined offer)
Where & how
• Focus groups
• 1-on-1 interviews
• Surveys
• Suggestion boxes
What
• What attracts talent?
• What keeps them there?
• What to improve?
Perform an audit from the shoes of candidates and employees
talent.linkedin.com
Listening can make all the difference
Strategic annual survey use
Challenge: Keeping employees engaged in a connected world.
Approach: Through annual survey, JPMorgan asked what employees need/ want in order to stay. Top answers: mobility and development opportunities.
Result: Launched extensive internal mobility program.
• In 10 months, internal hire rate rose by 5% (they fill 75K positions/yr)
• Ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings.
Ellie ShephardGlobal Recruiting Program Manager, Vice President
talent.linkedin.com
Five steps to a strong talent brand
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling data
• Bring partners to the table
• Audit existing materials
• Do your research: who, what, when, where & how
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
talent.linkedin.com
STEP 4Promote and engage
STEP 5Measure and adjust
Step 3: craft your approach – right brand, right success metrics
REAL
CONSISTENT
PERSONAL
BRAVE
Promise what you can deliver
Challenge: Talking about work-life balance at a professional services firm.
Approach: Shifted focus from work-life balance to “flexibility” - just as valuable to employees but much more realistic.
Result: Believable talent brand, internally and externally.
Danielle Bond, CMO
talent.linkedin.com
Begin with the end in mind
Sample goals for your talent brand program
• Increase offer acceptance rate by X%
• Reduce attrition by X%
• Improve employee survey ratings by X%
• Increase baseline familiarity with your talent brand in external surveys by X%
• Double the number of employees with an optimized social presence
• Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions
talent.linkedin.com
Five steps to a strong talent brand
• Upgrade profiles (yours/team’s)
• Leverage your employees’ presence via Work with Us
• Brand via Jobs
• Build out your hub – Company and Career Pages
• Use targeted status updates and APIs to engage
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling data
• Bring partners to the table
• Audit existing materials
• Do your research: who, what, when, where & how
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
talent.linkedin.com
STEP 5Measure and adjust
Step 4: promote and engage, following these rules
Look in the mirror.Make sure that what you do (and don’t do) is what you’d like employees to emulate.
Empower your employees.Lay out the goals and show them a clear, easy path to action.
Inform your leadership.Use data to gain support, ease concerns, and help explain your choice of platforms.
Target your messages.The more relevant your message is to a particular audience, the greater its impact will be.
Make your culture shine.It’s never just about jobs. Focus on your people – their stories and emotions.
Go viral.For amplified results, find creative ways to get more people talking about your company’s great culture.
Be visual.Bold and colorful images, graphics, charts, and videos can bring your brand to life.
Don’t bite off more than you can chew.Show that your efforts are scalable and sustainable on one platform before moving on to another.
8 golden rules to promote and protect your talent brand
01
02
03
04
05
06
07
08
talent.linkedin.com
Erica RobertsonSoftware Engineer
ACME Systems
Consider your candidate’s experience across LinkedIn and beyond
In their InboxOn the LinkedIn
Homepage
When they network with your
employees
When they research your
companyVia Mobile
LinkedIn App
When they search for jobs
talent.linkedin.com
Start with your own profile
Engaging, friendly pictureWho wouldn’t want towork with Brendan?
Linksto branded destinations
Killer summaryWritten in the first person, oozing with passion
Descriptive headline
that goes beyond the title
Other features we like:
•Core skills, endorsed by your network
•Volunteer experiences
•Just enough on prior positions to build credibility
talent.linkedin.com
Leverage your employees’ presence on LinkedIn
Dell trains global employees at scale
• “SMaC University” (Social Media and Communication)
• Global certification program with structured classes
• Strong exec support• 5,000 trained since mid-2010
UTI takes a brown bag approach
• Took a low-budget, grassroots approach • Got exec buy-in to host brown bag
lunches for hiring managers• Helped employees overcome anxieties
about what to say on profiles
HELP THEM SHINE
Clickthrough rates 20x industry average
BENEFIT FROM PROFILE TRAFFICwith Work With Us ads
talent.linkedin.com
Craft job posts for passive AND active candidates
Avoid overly-creative job titles.
Tie the job to your LinkedIn Company Page.
Give high-priority positions extra oomph with Sponsored Jobs
SCIENCE
50%of job applications on LinkedIn are via paths other than search ART
Use your job post as a talent brand vehicle.
Showcase the position’s impact.
Try a conversational tone.
talent.linkedin.com
Create a strong hub via Company and Career Pages
Think visually.
Use bold images to give a real-world glimpse into your organization.
Think digitally.
Whatever you say, keep it brief. online, where attention spans are shorter.
Think video.
You’ll be able to engage candidates more deeply if they hear real people tell their own stories,.
Think customized.
Adapt your content to viewers based on their LinkedIn profiles. Target based on job function, industry, geography, etc.
Make sure your Career Page has a clear owner!
talent.linkedin.com
Spark the conversation, on and off LinkedIn
Use APIs to make your career site more social
Leverage targeted status updates
Sketch out what you’ll say in advance and build a dialogue with your followers.
Remember the messaging you’re trying to get across and incorporate it.
Stay on brand
71%of company followers on LinkedIn are interested in career opportunities at companies they follow.
Have a plan
Mix it up
Share jobs, relevant news about your company, employee interviews etc.
talent.linkedin.com
• Use Talent Brand Index to prioritize
Five steps to a strong talent brand
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling data
• Bring partners to the table
• Audit existing materials
• Do your research: who, what, when, where & how
STEP 1Get buy-in
STEP 2Listen and learn
STEP 3Craft your approach
STEP 4Promote and engage
STEP 5Measure and adjust
• Upgrade profiles (yours/team’s)
• Leverage your employees’ presence via Work with Us
• Brand via Jobs
• Build out your hub – Company and Career Pages
• Use targeted status updates and APIs to engage
talent.linkedin.com
How Talent Brand Index works
Talent Brand Reach
1,873,354 membersViewing employee profiles
Connecting with your employees
Talent that is interested in you as an employer
Researching company andcareer pages
Following your company
Viewing jobs and applying
Talent BrandEngagement
264,362 members
Talent that’s familiar with you as an employer
talent.linkedin.com
What percent of people who know about you show an interest?
Talent Brand Engagement
Talent Brand Reach
Talent BrandIndex
How Talent Brand Index works
1,873,354 members
264,362 members
=
Benchmark your score, e.g. v.s key competitors
talent.linkedin.com
For advanced tips, see the playbook
lnkd.in/gettheplaybook
talent.linkedin.com