tranformational power of employer brand
TRANSCRIPT
The Transformational Power of Employer Brand
©2013 LinkedIn Corporation. All Rights Reserved.
It's about YOU
About identity
About how it makes you feel
About emotional attachment
What would it mean?
The beauty of employer brand is
you don‟t need everybody to know
your name. Only the right people.
The BIG Takeaways
Employer brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, and
size can harness the power of a strong employer brand
Social Media is leveling the playing field like never
before, enabling organizations to articulate their brand
every day, in many ways
The Business Case
The ROI Story
Source: LinkedIn Survey, 2010, 2250 Responses.
50%Savings in cost per hire
is associated with a strong
employer brand
Companies with stronger employer brand have
28% lower turn-over rates than companies
with weaker employer brands
$
Talent Leaders Know that Brand Matters
83%Agree that employer brand
has significant impact on
ability to hire great talent
Employer Brand Investment is Rising
51% 40% 9%
Spent
More
Spent
Same
Spent
Less
91% of companies spent more or the same
on employer brand in 2012 compared to 2011
1 Competition 1 Invest in their employer brand 1Utilizing social and professional
networks
2 Compensation 2Build and nurture strong talent
pools or pipelines2 Upgrading employer branding
3Lack of awareness or interest in
our employer brand3
Learn to use social networking
and social media more effectively3
Finding better ways to source
passive candidates
4 Location 4 Improve their candidate experience 4 Boosting referral programs
5 Recruiting team too small 5 Improve their referral program 5Training recruiters and hiring
managers
6Recruiting team doesn't have
the right tools/systems6
Further invest in their existing
recruiting tools6 Recruiting globally
7Lack of awareness that we're
hiring7 Invest in new recruiting tools 7 Optimizing your career site
8Inability to effectively use data
to improve our approach8
Hire recruiters to strengthen
their team8
Measuring quality of hire
more consistently
9Quality of talent currently at
our company9
Negotiate better pricing with
vendors9 Reducing spend on staffing firms
10 Company performance 10Improve ways to track quality
of hire10
Using CRM technology to
manage talent leads
Top obstacles to
attracting the best talent
Biggest concern is that
competitors will…
Top long-lasting
trends
Whatever the Question, the Answer is Employer Brand
Evolving Language: The Emergence of Talent Brand
Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates what
your talent – past, present
and potential - thinks, feels
and shares about your
company as a place to work.
Until recently, employment branding referred to a company’s positioning and
messaging about what it’s like to work there. But social media has changed
this landscape.
A company can no longer position, message and be done with it, because it’s
no longer a one-way message. It isn’t even a two-way conversation. It’s an
all-out marketplace of interactions, where recruiters, employees, customers
and prospects are all listening to one other.
The company no longer holds the megaphone; the company is one among
many participants. The online social world has taken the brand from the
hands of the Employer and put it in the hands of the Talent, both current and
potential.
““
Evolving Language: The Emergence of Talent Brand
Julia Markish
Senior Manager, Global Talent Brand
The Power of BrandsWhat HR and talent acquisition leaders can learn from
the world‟s best marketers.
©2013 LinkedIn Corporation. All Rights Reserved.
Agenda
1
2
3
4
5
6
The Power of Brands
How Marketers Think About Branding
Your Talent Brand
Every Organization
Going to Market
Measurement
Identity
A Quality Promise
A Decision Making Short-Cut
Brand is
Brand is also
a Powerful Motivator
Cola Market Share
Other
What does it mean to work
for your organization?
Sample survey questions for…
Current employees Passive candidates
What are the most important values you
look for in a job?
Where does XYZCo do a very good job of
delivering on these values?
Which important values do you feel XYZCo
does not deliver on?
What originally attracted you to join
XYZCo?
To what extent have your expectations been
fulfilled? Where have they been exceeded?
Where have they not been met?
If you wanted to convince a friend to work at
XYZCo, what story would you tell them?
How likely would you be to recommend
XYZCo as an employer?
What are the most important values you
look for in a job?
When you think about companies that hire
people with your skillset, which companies
come to mind?
How familiar are you with XYZCo as a
place to work?
How likely would you be to consider a job
at XYZCo?
What is your overall impression of XYZCo
as a place to work?
Based on your knowledge of the company,
where does XYZCo do a very good job of
delivering on these values?
Based on your knowledge of the company,
which important values do you feel XYZCo
does not deliver on?
Consumer Brand Attributes
Talent Brand Attributes
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?
Who are the Heroes?
The most engaged employees are
motivated by a sense of pride
They are proud to tell others where
they work
They care deeply about the future of
the organization
They are inspired by company
leadership and by those they work
with
Mission Driven
©2013 LinkedIn Corporation. All Rights Reserved. 40
clean energy crusade Save the world here
addressing the environmental issues of our time
you could be part of this clean energy crusade
passion
addressing the environmental issues of our time
collaborative, unpretentious, and driven to achieve our mission.
Lifestyle Driven
©2013 LinkedIn Corporation. All Rights Reserved. 43
stable year-round employment.
located in some of the most beautiful places in the world
©2013 LinkedIn Corporation. All Rights Reserved. 45
Sustainability
Giving Back to the Community
©2013 LinkedIn Corporation. All Rights Reserved.
Going to MarketProjecting your talent brand into the talent marketplace.
©2013 LinkedIn Corporation. All Rights Reserved.
Projecting Your Talent Brand into the Talent MarketplaceLiving it Everyday with Your Employees
Projecting Your Talent Brand into the Talent MarketplaceIn Your Community
Projecting Your Talent Brand into the Talent MarketplaceSocial Media
Projecting Your Talent Brand into the Talent MarketplaceOn LinkedIn
Why LinkedIn is vital
Your Company on LinkedIn
Your Employees on LinkedIn
Your Career Opportunities on LinkedIn
Why LinkedInProjecting your talent brand into the talent marketplace
©2013 LinkedIn Corporation. All Rights Reserved.
Members Worldwide
200,000,000
LinkedIn: By the Numbers
1 As of May 3, 2012
1
Fortune 100 Companies
Use our Recruiting
Solutions
Fortune 500
Companies
New Members
Per Second
87%100%+2
Everywhere
Work wherever our
members work
Insights
Be great at what
you do
Identity
Connect, find, and
be found
How would you classify your current job search status?
Semi Active
10%
Very Active
8%
Passive
60%
Super Passive
22%
Engaging the BEST talent, not just active job
seekers
Not at all
Not if the role is relevant
Yes, unless I
know them
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
13918 responses
“ Not at all, assuming that the inquiry is relevant to
my experience. This should be viewed 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
Your Company on LinkedIn
Your Company on LinkedIn
Your Company on LinkedIn
Your Company on LinkedIn
Every Employee is an Ambassador
Top Tips to Cultivate Brand Ambassadors
Ensure your executives are on board.
Get C-suite support to drive widespread participation.
Educate employees on your brand.
The more connected they are to the brand, the better
the ambassadors they‟ll be.
Encourage share and tell.
Share authentic stories, pictures and company events
across a variety of media so your employees (and
followers) can repost and drive viral discussion.
Monitor for success.
Measure engagement and create action plans to build your
foundation of engaged, enthusiastic brand ambassadors.
Lead by ExampleThe anatomy of a well-branded recruiting profile
Engaging, friendly picture
Who wouldn„t want to work
with Stacy?
Links
to branded destinations
Killer summary
Written in the first person,
oozing with passion.
Descriptive headline
That goes beyond the title
OTHER FEATURES WE LIKE
• Core skills, endorsed
by her network
• Volunteer experiences
• Just enough on prior
positions to build credibility
Roll it Out
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
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
Taking it to the next level
Proactive Recruiting on LinkedIn
A strong talent brand enhances the impact
of everything you do
Better InMail response
More views of your
employee profiles
More views of your
company page
and career page
More
followers
= Reduced time to fill
= Reduced cost per hire
= Improved quality of hire
74
Only 1 out of 3
How do you measure success?
Companies measure their employer
brand in a quantifiable way
Measure your Brand Strength
264,362engaged
1,873,354reached
264,362
1,873,354
14%
Your Talent Brand vs. Your Talent Competitors
Peers:
Dynamic, Inc.
Golden Phase
six28 Enterprise
Wavesynthe
Commona
Paularino Systems
18%
17%
15%14%
11%
9%
Employer of choice Weaker employer brand
4/6
Your Talent Brand Across Functions
23%
18% 18%
15%
13%12%
Talent easiest to engage Talent more difficult to engage
Engineering Operations Marketing Media & Communication
Sales Human
Resources
19%
15%
13%12%
11% 11%
Talent easiest to engage Talent more difficult to engage
United States Canada Argentina India France United Kingdom
Your Talent Brand Across Geographies
Measure. Engage. Improve. Repeat.
©2013 LinkedIn Corporation. All Rights Reserved.
Back to the BIG Takeaways
Talent brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, and
size can harness the power of a strong talent brand
Social Media is leveling the playing field like never
before, enabling organizations to articulate their brand
every day, in many ways