Companies with strong employer AND consumer brands outperform their peers on stock performance. However, few companies do both well; what is their secret? Click through this webinar led by LinkedIn and Lippincott to discover their best practices.
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Aligning Your Employer and Customer Brand | Webcast
1. April 23rd, 2013
The Secret Sauce of Top Companies:
Aligning Your Employer & Customer Brand
2. Presenters
John Marshall Elizabeth Rosenberg
Lippincott LinkedIn Talent Solutions
2
3. Four key takeaways
1 Your brand is a two-way street
2 Talent Acquisition & Marketing are not that different
3 Aligning your Talent and Customer Brands = Financial Rewards
4 What you can do tomorrow
3
4. Your brand is a two way street
Dramatically enhanced
customer power
Shift from push to pull media
Accelerating change and
shrinking brand lifecycles
Evolving set of cultural and
generational priorities
4
5. Don’t just say something, be something
No longer: But now:
AWARENESS
AWARENESS
SEARCHING
CONSIDERATION BUYING
PURCHASE USING
ADVOCATING
LOYALTY
SERVICE
5
6. The powerful combination of a brand story and an employee experience
TRIBAL LEGENDS
Experience power
UNATTACHED STORY TELLERS
Story power
6
7. Increasingly, the strength of a brand lies in the Company
2%
Growth in total advertising spend in 2012
19%
Growth in corporate advertising spend in 2012
Source: Kantar Media analysis 7
8. The role of brand goes beyond the expected
Highly engaged employees = brand ambassadors
480% 370%
more committed to helping their more likely to recommend that a friend
company succeed or relative apply for a job
Purpose Impact Enablement
“I understand the “My company asks for “My company provides me
overall mission of my feedback and acts with the training and the tools
my company” upon my input.” that I need to be successful.”
Source: Employee Engagement is Strongly Tied to Customer Experience
and Productivity, According to New Temkin Group Research, 1/12 8
9. Power of a brand
Stronger financial
results due to
strength of
consumer and
talent brand 36%
*Cumulative stock performance over 5 year period 9
10. How do we measure consumer brand success today?
BrandView is Lippincott’s
proprietary approach to measuring
brands and identifying where a
brand needs to improve in order to
succeed tomorrow
4 years
4 continents
1,000+ brands
35,000+ consumers
10
11. BrandView Core Metrics
Rule 1: Rule 2: Rule 3:
Beyond communications Beyond consistency Beyond customers
Don’t just say something, Deliver both the Internal purpose that
be something true and the new drives external promise
Story Power & Brand Authenticity Employee Belief
Experience Power & Brand Vitality & Employee Action
11
12. Talent Brand n.
• the highly social, totally public version of your
employer brand incorporating what talent thinks,
feels, and shares about your company as a place
to work
• a significant asset for both hiring/retaining great
talent and promoting your corporate image to the
market
12
13. We assess two components of your brand: Reach and Engagement
Talent Brand Reach
Talent that’s familiar with you as an employer
30,000
members Viewing employee profiles
Connecting with your employees
Talent Brand Engagement
5,400 Talent that is interested in you as an employer
members Researching company and career pages
Following your company
Talent Viewing jobs and applying
13
14. What percent of people who know about you, show an interest?
Talent Brand Reach
30,000 xyzCo's
members
Talent Brand Index 18%
=
Talent Brand Engagement
Talent Brand Reach
Talent Brand Engagement
5,400
members
Talent
14
15. Immediate benefits for your organization
Lower your cost per hire by as much as 50%
Reduce employee turnover by up to 28%
Influence the conversation — before others do
You’ll positively impact the perceptions of
your brand among customers and clients
Source: LinkedIn Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB, (December 1, 2011) . 15
16. A strong Talent and Customer Brand is a Powerful Combination
36%
LinkedIn Talent Brand Index
High
10%
-6%
Low
28%
Low High
Lippincott Customer BrandView Index
*Cumulative stock performance over 5 year period 16
17. To inspire and nurture the human spirit—one person, one cup
and one neighborhood at a time
Belief
• Partners know and understand Mission
• Offsite where partners can learn coffee growers’ stories,
shares ideas and offer advice
Catalyst
• Closing stores for retraining partners
Action
• Make your Mark program contributes up to 3x employee’s
hourly salary for volunteering locally and bringing two friends
17
18. To bring the style and fun back to air travel
Belief
• Recruit those with shared values – the “glass-half-full crowd”
• Culture of “ask for forgiveness rather than permission” when
helping customers
Catalyst
• Serving customers with on-demand food and drink ordering
Action
• Annual “Refresh” ritual where small mixed groups reconnect,
review business performance, find better ways to serve
customers
18
19. What can you do tomorrow?
Align Talent Acquisition & Marketing
Understand your brand inside and out
Inspire belief and enable action
Turn marketing inward
Measure it
19
20. Align Talent Acquisition & Marketing to align prospect experience
(e.g., messaging, process) with overall brand story
Start at the top
Your CEO and their team must get behind your brand alignment, and commit to helping promote
it. Keep making the case until they’re on board.
Bring partners to the table
Don’t go it alone. Your talent brand is part HR, part Marketing, part Communications - and it’ll
need IT support.
Brand Task Force
Leverage cross-functional expertise by including them in a cross-functional talent brand task
force. With more skin in the game your colleagues will help you succeed.
Unmovable Unstoppable
20
21. Understand your brand inside and out, and advocate for it everyday with
authenticity and purpose
Listen Up!
Listen to your customers, employees and candidates, and listen well. Ask
questions. Gather facts, opinions, and stories - the building blocks of your
brand. Put aside your own biases about what you should hear, and seek to
understand their views.
21
22. Create an environment that inspires belief and enables action in support of
your brand
Are >90% of team members
aware of, excited by, and
empowered to execute on the
mission? Do brand ideas get
executed spontaneously?
Do employees and the outside
world notice these, in a way that
they realize that it is real, the
company is serious and
something exciting is
happening?
Are the daily moments in the
customer experience
meaningfully different in a
branded way?
22
23. Turn marketing inward to a forgotten audience, the employees, to create
understanding, belief and employee action in support of your brand
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
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.
23
24. Measure your talent brand over time as you change your tactics, approach
and messaging
In-house
Your offer acceptance rate goes up
Employee retention increases
Internal surveys confirm your employees are excited about your company
as a place to work
Online
Traffic to your career site, your employee video testimonials, etc. increases
You double the number of employees with an optimized social presence
Talent Brand Index
Your Talent Brand Index score rises versus your peers and in the
segments that you care most about
24
25. Questions?
Please email us with any confidential questions at:
heather.stern@lippincott.com
bshally@linkedin.com
Resources
Brandview
www.lippincott.com/offerings/brand-analytics/
Employer Brand Playbook
www.talent.linkedin.com/employerbrandbook/
25
26. Thank you for attending!
John Marshall
john.marshall@lippincott.com
Lippincott
Brand Strategy & Design
lippincott.com
@lippincottbrand
Elizabeth Rosenberg
erosenberg@linkedin.com
LinkedIn Talent Solutions
talent.linkedin.com
http://talent.linkedin.com/blog/
@HireOnLinkedIn
26