talent drivers: unlocking the secrets of your employer brand | webcast
TRANSCRIPT
Talent Drivers: Survey data to build a strong Talent Brand
Allison Schnidman Research Consultant,
Pam Hoadley Solutions Consultant,
Bryan Rice Director for Talent Acquisition,
Stryker
Agenda
2
1 Background of the Talent Drivers survey
2 Example of Talent Drivers data
3 Value of Talent Drivers
4 How Stryker uses Talent Drivers to build a strong talent brand
5 Q&A
Talent Drivers is the largest professional survey
338,000+ 350,000+ (expected)
278,000+
100,000+ professionals
Q3 2014 Q3 2013 Q1 2013 Q1 2014
• Representative sample of LinkedIn members • New wave every 6 months • 300k+ members each wave
4
Talent Drivers data helps clients craft their EVP
We ask LinkedIn members:
What attributes are important when considering a job?
How do companies perform on offering those key attributes?
To rate up to 10 companies* they were aware of as a place to work
*Members did not rate their current company
6
Global All
What candidates care about when considering a new job
All
Region: Industry:
Question asked: Please select the 5 most important factors when considering a job opportunity.
Function:
Source: LinkedIn Q1 2014 survey of 314,285 professionals
Top 5 Most Important
% who say attribute is important
8
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Top 5 Attributes
% who perceive your company as doing a very good job at…
How Company XYZ is rated on what is most important
Source: LinkedIn Q3 2013 survey of 10,125 professionals and Q1 2014 survey of 9,912 professionals who rated your company
Compensation Balance Challenge Career path Pride
9
Comparison to Technology - Software industry peers in offering top attributes
Top 5 Attributes Compared to Industry peers
Company XYZ
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey compared to 144 industry peers and Q1 2014 survey compared to 138 industry peers
0 – 30th percentile
31st – 50th percentile
51st – 70th percentile
71st – 90th percentile
91st – 100th percentile Top Tier
Mid Tier
Bottom Tier
Compared to Industry peers:
10
Steps to improve perception
Keep emphasizing these strengths!
Focus on critical improvement areas to change perceptions
Communicate Your Values on LinkedIn
Company & Career Pages Job Postings
Talent Direct Campaigns
Employee Branding
Targeted Status Updates
Sponsored Updates
11
The future of your brand will be through story-telling
Recruiters 10 years from now will be preoccupied with marketing, PR, community building, and employment branding. The ‘War for Talent’ will
be a ‘War of Relationship Marketing’.
Matthew Jeffery Global Head of Talent Strategy & Innovation HR Talent Acquisition, SAP UK Ltd.
13
Use Talent Drivers data to help craft your story
Reach your Target Audiences
Company & Career Pages Job Postings
Talent Direct Campaigns
Employee Branding
Targeted Status Updates
Sponsored Updates
Recruiter & HM Engagement
15
Target non-followers to influence perceptions
Targeting Sponsored Updates Company Updates
Location ✔ ✔ Company Size, Industry
✔ ✔
Function, Seniority ✔ ✔ Company Name ✔ Job Title ✔ School ✔ Skills ✔ Group Membership ✔ Gender ✔ Age ✔ Negative targeting ✔
21
Comparison to Technology - Software industry peers in offering top attributes
Top 5 Attributes Compared to Industry peers
Company XYZ
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey compared to 144 industry peers and Q1 2014 survey compared to 138 industry peers
0 – 30th percentile
31st – 50th percentile
51st – 70th percentile
71st – 90th percentile
91st – 100th percentile Top Tier
Mid Tier
Bottom Tier
Compared to Industry peers:
23
InMail Response Rate Trend vs. Competitors
*Abbott, Baxter Healthcare, Boston Scientific, Johnson & Johnson, Biomet, Covidien, Medtronic, GE, Novartis
19% 18%
20%
23%
20%
24%
26%
24% 25%
27% 28% 28% 28%
17%
23%
26% 25%
21%
29% 30%
35%
32%
29% 28%
29% 28%
Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14
Stryker Competitors Stryker
Response Rate peaked during Certification prep
26
Stryker has increased its engaged audience on LinkedIn by 531,000 members year over year
Talent Brand = 19%
1,695,137 Members Reached
Members Engaged
316,898
Aug 2013 2,732,331 Members Reached
Members Engaged
848,201
Aug 2014
167%
61%
Talent Brand = 31%
+531K
27
17% 19%
31%
0%
5%
10%
15%
20%
25%
30%
35%
LinkedIn can help you build your talent brand and accelerate your ability to attract top talent
Track how your Talent Brand Index progresses over time
Talent Brand Index over time
+ 2points + 12points
28
Jobs Pilot
Stryker has engaged 168% more members since the launch of the jobs pilot
316,898
848,201
Total Talent Brand Engagement
+168%
Talent Brand Engagement measures # of members: