Using Employer Branding to Win Top Talent | Webinar
- 1. Using Employer Branding to
Differentiate, Target and Win
with Top Talent
Dina Medeiros, Social Media & Brand Consultant
LinkedIn Talent Solutions
@Socalgirl #TalentBrand
©2012 LinkedIn Corporation. All Rights Reserved.
- 2. Employer branding critical to hiring success
83%
Agree that employer brand
has significant impact on
ability to hire great talent
2
http://lnkd.in/stateofeb
- 3. It’s top of mind for companies large and small
Prioritization of employer brand Top 3 long-term trends in recruiting
(by company size) professionals (by company size)
< 500 Employees 67% < 1,000 Employees
501-1,000 Employees 70% 1. Utilizing social and professional networks
2. Upgrading employer branding
3. Finding better ways to source passive candidates
1,000-10,000 Employees 67%
> 10,000 Employees 78%
> 1,000 Employees
1. Utilizing social and professional networks
69%
Agree that employer 2. Finding better ways to source passive candidates
brand is a top priority 3. Upgrading employer branding
for their organization
3
http://lnkd.in/stateofeb
- 4. And industry leaders are spending accordingly
91%
Companies that are spending
more or the same on employer
brand in 2012 compared to 2011
51% 40% 9%
Spending More Spending Same Spending Less
Why spend more on employer brand?
1. Increased belief in the impact of employer brand 49%
2. Need to raise general awareness 48%
3. Difficulty recruiting quality candidates 47%
4. Increased competition 37%
5. Difficulty recruiting candidates in specific sectors 32%
4
http://lnkd.in/stateofeb
- 5. Today’s event
• We encourage questions! Dina Medeiros
Please enter them in the @socalgirl
chat box
• Slides will be posted to
Slideshare:
lnkd.in/hireonlinkedin
• Event hashtag:
#talentbrand
- 7. What is the value of a strong Employer Brand?
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 8. The LinkedIn Hiring Solutions Insights Team conducted 7,250 online
surveys of LinkedIn members worldwide
©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 8
- 9. Develop an Employer
Brand framework
Awareness
External
Employer
Engagement Attraction
Brand
Internal
Consideration
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 10. Stronger Employer Brands financially contribute to the
bottom line
~2X lower cost 28% lower
per hire turnover rate
#TalentBrand @socalgirl Source: LinkedIn July survey of over 4,700 talent acquisition decision-makers across 15 countries
TALENT SOLUTIONS
- 11. How do you effectively socialize
your Employer Brand?
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 14. Attracting & engaging talent
“Our goal at Zappos is for our
employees to think of their
work not as a job or career,
but as a calling.”
Tony Hsieh, CEO Zappos
TALENT SOLUTIONS
- 15. What can you do to gain a
strategic advantage on LinkedIn?
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 16. When you kick start your Employer Brand
activity, start with these actions
1. Define the talent segments most important to your business
2. Differentiate your brand message from your talent competitors
3. Develop communication strategies to build relationships with
passive and active talent
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 18. Unilever aligns their growth plans with
recruitment of key target groups
Supply
Sales Marketing
Chain
Steve Fiona
Bryan
Senior Sales Manager Marketing Manager
Logistics Analyst
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 19. Employee networks are used to spread a positive
message amongst like-minded talent
#TalentBrand @socalgirl TALENT SOLUTIONS 19
- 20. …and personalised careers information is
served up to provide a custom experience
Custom Banner Graphic
Custom Recruitment Message
Relevant Jobs
Supply
Marketing
Chain
TALENT SOLUTIONS
- 22. The results have been impressive growing their
Follower base to 270K in 10 months
90K
80K
70K
18K
60K Marketing
50K
23K Sales
40K
9K Supply
30K
Chain
12K
20K
36K
10K
17K
0
Oct '11 Aug '12
TALENT SOLUTIONS
- 23. “Launching a new brand in a
competitive market”
#TalentBrand @socalgirl
TALENT SOLUTIONS
- 25. Aurecon’s success is wide-reaching
15 senior roles in 6
months, saving In 4 weeks, filled 2
$750K specialist roles vacant
for 12 months
8000+ new Followers
in less than 12
months
TALENT SOLUTIONS
- 26. What can you do?
Define what makes you famous Categorize your messages
Create a destination for your
Populate the Careers Page
Employer Brand on LinkedIn
Build a Follower Base & Use Follow Button & send
engage Status Updates
Leverage your Employees’ Lock the down the real estate
networks on Employee Profiles
TALENT SOLUTIONS
- 28. “If you can’t measure it, you can’t fix it.”
©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 28
- 29. Not many say they regularly measure their employer brand in a quantifiable way
only one out of three
TALENT SOLUTIONS
- 30. Employer brand is top of mind for recruiting
professionals
Up to
91%
of employers plan to maintain
50%
Savings in cost per hire is
or grow investment in associated with a strong
employer brand employer brand
LinkedIn can help you understand, measure
and improve your employer brand
Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries
LinkedIn Confidential ©2012 All Rights Reserved
TALENT SOLUTIONS 30
- 31. We first assess two important elements of your
employer brand: Reach and Engagement
Talent that’s familiar with you as an employer
Researching company and
Talent Brand career pages
Engagement
Following your company
264,362 members
Viewing jobs and applying
Talent that is interested in you as an employer
Talent Brand
Reach Viewing employee profiles
1,873,354 members Connecting with your employees
©2012 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS
- 32. Talent Brand Index can measure your employer brand
What percent of people who know about you show an interest?
Talent Brand Index
Talent Brand
Engagement
264,362 members
14%
Talent Brand
Talent Brand Engagement
Talent
Reach
1,873,354 members
Talent Brand
= Brand
Index
Reach
©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
- 33. We can compare your Talent Brand Index vs. Peers
20%
17%
15%
14%
4 of 6 Peers:
Dynamic, Inc.
11% Golden Phase
9%
six28 Enterprise
Wavesynthe
Commona
Paularino Systems
Employer of choice Weaker employer brand
TALENT SOLUTIONS
- 34. Your Talent Brand Index varies across the functions
you are looking to hire…
23%
18% 18%
15%
13%
12%
Engineering Operations Marketing Media & Sales Human
Communication Resources
Talent easiest to engage Talent more difficult to engage
©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
- 35. …and across the geographies where you have a
presence
19%
15%
13%
12%
11% 11%
United Canada Argentina India France United
States Kingdom
Talent easiest to engage Talent more difficult to engage
TALENT SOLUTIONS
- 36. We can track how your Talent Brand Index
progresses over time
LinkedIn can help you build your employer brand and accelerate your
ability to attract top talent
18%
17%
16%
15%
13.8% 14.1%
13.7%
14%
13.2%
12.9%
13% 12.6%
12%
11%
10%
March-12 April-12 May-12 June-12 July-12 August-12
TALENT SOLUTIONS
- 37. Thank you!
Visit talent.linkedin.com/employer-brand
Dina Medeiros
Social Media & Brand Consultant , LinkedIn
@Socalgirl #TalentBrand
#TalentBrand @socalgirl
©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS