Talent Brand Workshop for Top UK Retailers

Agenda

Talent Brand vs. Consumer Brand

Talent Pool: Technology in Retail

Harrods: Using Social Media for

Talent Branding

Students on LinkedIn 3

“Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe

Talent Brand Attributes

#talentbrand

The beauty of talent brand is

you don’t need everybody to know

your name. Only the right people.

#talentbrand

What does it mean to work

for your organization?

9

We spoke to over 7000 LinkedIn members to

understand the link between consumer and

employer brands:

Consumer Brand Questions

a) How aware they were of a company’s products and services (“Knowledge of

Company Brand”)

b) b) Their impression of a company’s products and services (“Impression of

Company Brand”)

c) c) Likelihood to purchase company’s products and services (“Purchase Intent”)

Employer Brand Questions

d) How aware they were of a company as a place to work (“Knowledge of Employer

Brand”)

e) Their impression of a company as a place to work (“Impression of Employer

Brand”)

f) Their likelihood to consider working at a given company (“Job Consideration”)

A strong consumer brand certainly does not

hurt in attracting top talent

©20

12

Link

edIn

Cor

pora

tion.

All

Righ

ts

Res

erve

d.

11

Overall brand impacts job consideration,

though not as much as employer brand which

is twice as likely to drive job consideration

©20

12

Link

edIn

Cor

pora

tion.

All

Righ

ts

Res

erve

d.

12

IT & Digital Talent in the Retail &

Consumer Goods Industries

Talent Pool

May 2015

A world of insights can be gathered from

LinkedIn’s 364 million members – the

world’s largest professional network

Where is this talent pool

located?

We analysed the retail and consumer goods market

on LinkedIn using the following criteria filters:

Retail & Consumer Goods

Industries: Apparel and fashion,

Consumer goods, Consumer

services, Dairy, Farming, Fishery,

Food & beverages, Food production,

Luxury goods and jewelry,

Restaurants, Retail, Sporting goods,

Supermarkets, Tobacco, Wholesale,

Wine and spirits

Industries

United Kingdom Geography

16

IT, Engineering

OR

(Business Development, Consulting,

Marketing, Media & Communication,

Product Management, Program/

Project Management) AND IT &

Digital Skills*

Function & Skills

* See Appendix for skills list

Globally there are 664K+ members in this talent

pool – 6% are in the UK

17

Global

664K+

members

EMEA

182K+

members

United Kingdom

39K+

members

There are 39K members in this talent pool in the UK

with most of this talent pool residing in London

18

Size of bubble =Supply

Red is high demand, Green is low demand

LinkedIn can help assess supply and demand for

talent across regions

19

LinkedIn recruiter activity

and member data are used to

measure supply and demand

for the talent pool you’re

interested in

Higher demand index means

that professionals are receiving

more contact from recruiters

than peers in other regions

Birmingham and Peterborough have lower demand

relative to supply of this talent pool

20

High Demand

Hidden Gems

Saturated

Peterborough, UK

What are some key attributes of

this talent pool?

21

These professionals tend to be loyal to their

companies – spending an average of 5+ years at each

22

Average Years

Experience

14

years

Average # of

Companies

2.6

companies

Average Years per

Company

5

years

Of these 39K members, 16K (41%) have

worked in companies not in Retail & FMCG

industries

23

% of the 16K that have worked in other industries

27%

13%

9%

8%

8%

8%

5%

4%

information technology and services

marketing and advertising

computer software

internet

financial services

telecommunications

higher education

banking

% who haveworked in thisindustry

What are these members doing

on LinkedIn?

24

Connect & Communicate

60% network with other

professionals

These professionals are engaging across many

touch points on LinkedIn

Note: out of members who were active in the last 3 months 25

64% learn about what other

colleagues are doing

Research People & Companies

Professional Insights

69% are staying up to date

on industry discussions

Viewing Jobs

32% are actively learning

about career opportunities

This talent pool is predominantly following tech

companies and companies within the retail and

consumer goods industries

26

Top followed companies of non-employees

(by volume)

Google

ASOS.com

John Lewis

Apple

Marks and Spencer

Microsoft

Unilever

Tesco PLC

Burberry

Selfridges

THE NET-A-PORTER GROUP

Sainsbury's

Waitrose

Arcadia Group Ltd

Nestlé

What is this talent pool

interested in?

27

This talent pool is engaging with a diverse set of

topics relevant to their industry

28

Trending Topics

by Shares YTD Example Articles per Trending Topic

• Sainsbury's to create 300 jobs at new 'Technology Hub' in

Coventry

• In the spotlight: CIO of online luxury retailer Net-A-Porter Group

talks shop

• The CMO.com Europe Interview: Fiona Wallin, Head Of Digital,

NotOnTheHighStreet.com

• How to Improve Title Tag CTR by 20%+ - Siege Media

• Tesco launches Google Glass app to complement digital

experience

• Case Study: Moss Bros Suits Up for Omni-Channel Payments

Retail

Online Advertising

E-commerce

What are your top challenges? Results from CheckIn

0 5 10 15 20 25 30

Elevating Employee Engagement

Reducing Cost toHire

Reducing Time to Hire

Content Strategy

Building Brand Awareness

Attracting the Right Talent

Top Challenges

Building a Talent Brand

Background

Our History

Our History

Seeing Initial Results

Employer Brand Hubs

Twitter LinkedIn

Company

Page

Dedicated

Pages

Website

Employee

Activity

Our Goals

Content Calendar

People Plans Brand Positioning Yearly Content

Calendar

Marketing Calendar

Content Updates

Media Campaign

Results

Media Campaign performed at 12x industry average…

97% increase 105% increase

Key Takeaways

Thank You

“Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe

©2015 LinkedIn Corporation. All Rights Reserved. 44

Appendix

IT & Digital Skill Clusters Used .NET and other Microsoft Application Development

Algorithm

Application Packaging

Architecture and Development Framework

C/C++

Cloud and Distributed Computing

Computer Network and Network Administration

Database Management and Software

Digital and Online Design and Publishing

Digital and Online Marketing

Java Development

Mac, Linux and Unix Systems

Middleware and Integration Software

Mobile Development

Perl/Python/Ruby

Product Development and Management

Scripting Languages

SEO/SEM Marketing

Social Media Marketing

Software Modeling and Process Design

User Interface

Web Programming