Employer brand playbook

Employer brand playbook

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  Why this topicis so important 83%Agree that employer brand has significant impact on ability to hire great talent talent.linkedin.com Prioritization of employer brand (by company size) 69% Agree employer brand is a top priority for their organization 67% 70% 67% 78% < 500 Employees 501-1,000 Employees 1,000-10,000 Employees > 10,000 Employees Source: The State of Employer Branding, 2012 lnkd.in/stateofeb
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  Lower cost perhire by up to 50%. Reduce employee turnover by up to 28%. Influence the conversation with candidates. If you don’t, someone else will. 91% of companies increased or maintained their talent brand spend in 2012. talent.linkedin.com Source: What’s the Value of your Employment Brand? lnkd.in/valueofEB 3 reasons to invest in your talent brand
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  talent.linkedin.com 39% 22% TA shares ownership TAhas primary ownership 15% TA has no ownership 14% TA is a contributor 10% Company doesn’t think about EB Most common departments that own employer brand outside of talent acquisition 1. Marketing 2. Corporate Communications Who owns employer brand? Source: The State of Employer Branding, 2012 lnkd.in/stateofeb Employer brand ownership
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  Five steps toa strong talent brand • Start at the top • Share compelling data • Bring partners to the table STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust talent.linkedin.com
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  Step 1: getexecutive buy-in Start at the top • Get your CEO and exec team to support and contribute to your talent brand efforts Arm yourself with data • Universal facts on the business impact of your talent brand. • LinkedIn insights on your company’s social presence, e.g. - • Number of employees with profiles. • Aggregate number of connections, • Recruiting metrics on where you’re losing talent or struggling to hire. Bring partners to the table • Examples: HR, Communications, Marketing, IT. • Create a cross- functional talent brand task force. talent.linkedin.com
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  Persistence and smallwins pay off “I probably delivered the same deck 40 times, sometimes to the same audience. You will feel like a broken record but it doesn’t sound like that on the other end.” Kara Yarnot SAIC SAIC turns to data to ease concerns Challenge: Leadership feared that competitors might poach employees more easily if they joined LinkedIn. Approach: Presented the unchanged pre- and post-attrition rates to leadership. Result: Leadership bought in to the network, built their own profiles, and even became active themselves. talent.linkedin.com
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  Five steps toa strong talent brand • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn talent.linkedin.com STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
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  Step 2: Listenand learn Where are the inconsistencies between what you say and what they think? How does the feedback vary by audience? What are the biggest issues you need to address? When • Regular cadence • Change in strategy or leadership • Decline in hiring results Who • Internal and external • Include real-world views (e.g., candidates who declined offer) Where & how • Focus groups • 1-on-1 interviews • Surveys • Suggestion boxes What • What attracts talent? • What keeps them there? • What to improve? • Official & unofficial channels Perform an audit from the shoes of candidates and employees talent.linkedin.com
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  Listening can makeall the difference Strategic annual survey use Challenge: Keeping employees engaged in a connected world. Approach: Through annual survey, JPMorgan asked what employees need/ want in order to stay. Top answers: mobility and development opportunities. Result: Launched extensive internal mobility program. • In 10 months, internal hire rate rose by 5% (they fill 75K positions/yr) • Ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings. Ellie Shephard Global Recruiting Program Manager, Vice President talent.linkedin.com
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  Five steps toa strong talent brand • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach talent.linkedin.com STEP 4 Promote and engage STEP 5 Measure and adjust
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  Step 3: craftyour approach – right brand, right success metrics REAL CONSISTENT PERSONAL BRAVE Promise what you can deliver Challenge: Talking about work-life balance at a professional services firm. Approach: Shifted focus from work-life balance to “flexibility” - just as valuable to employees but much more realistic. Result: Believable talent brand, internally and externally. Danielle Bond, CMO talent.linkedin.com
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  Begin with theend in mind Sample goals for your talent brand program • Increase offer acceptance rate by X% • Reduce attrition by X% • Improve employee survey ratings by X% • Increase baseline familiarity with your talent brand in external surveys by X% • Double the number of employees with an optimized social presence • Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions talent.linkedin.com
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  Five steps toa strong talent brand • Upgrade profiles (yours/team’s) • Leverage your employees’ presence via Work with Us • Brand via Jobs • Build out your hub – Company and Career Pages • Use targeted status updates and APIs to engage • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage talent.linkedin.com STEP 5 Measure and adjust
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  Step 4: promoteand engage, following these rules Look in the mirror. Make sure that what you do (and don’t do) is what you’d like employees to emulate. Empower your employees. Lay out the goals and show them a clear, easy path to action. Inform your leadership. Use data to gain support, ease concerns, and help explain your choice of platforms. Target your messages. The more relevant your message is to a particular audience, the greater its impact will be. Make your culture shine. It’s never just about jobs. Focus on your people – their stories and emotions. Go viral. For amplified results, find creative ways to get more people talking about your company’s great culture. Be visual. Bold and colorful images, graphics, charts, and videos can bring your brand to life. Don’t bite off more than you can chew. Show that your efforts are scalable and sustainable on one platform before moving on to another. 8 golden rules to promote and protect your talent brand 01 02 03 04 05 06 07 08 talent.linkedin.com
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  Erica Robertson Software Engineer ACMESystems Consider your candidate’s experience across LinkedIn and beyond In their Inbox On the LinkedIn Homepage When they network with your employees When they research your company Via Mobile LinkedIn App When they search for jobs talent.linkedin.com
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  Start with yourown profile Engaging, friendly picture Who wouldn’t want to work with Brendan? 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 your network • Volunteer experiences • Just enough on prior positions to build credibility talent.linkedin.com
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  Leverage your employees’presence on LinkedIn Dell trains global employees at scale • “SMaC University” (Social Media and Communication) • Global certification program with structured classes • Strong exec support • 5,000 trained since mid-2010 UTI takes a brown bag approach • Took a low-budget, grassroots approach • Got exec buy-in to host brown bag lunches for hiring managers • Helped employees overcome anxieties about what to say on profiles HELP THEM SHINE Clickthrough rates 20x industry average BENEFIT FROM PROFILE TRAFFIC with Work With Us ads talent.linkedin.com
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  Craft job postsfor passive AND active candidates Avoid overly-creative job titles. Tie the job to your LinkedIn Company Page. Give high-priority positions extra oomph with Sponsored Jobs SCIENCE 50% of job applications on LinkedIn are via paths other than search ART Use your job post as a talent brand vehicle. Showcase the position’s impact. Try a conversational tone. talent.linkedin.com
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  Create a stronghub via Company and Career Pages Think visually. Use bold images to give a real-world glimpse into your organization. Think digitally. Whatever you say, keep it brief. online, where attention spans are shorter. Think video. You’ll be able to engage candidates more deeply if they hear real people tell their own stories,. Think customized. Adapt your content to viewers based on their LinkedIn profiles. Target based on job function, industry, geography, etc. Make sure your Career Page has a clear owner! talent.linkedin.com
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  Spark the conversation,on and off LinkedIn Use APIs to make your career site more social Leverage targeted status updates Sketch out what you’ll say in advance and build a dialogue with your followers. Remember the messaging you’re trying to get across and incorporate it. Stay on brand 71% of company followers on LinkedIn are interested in career opportunities at companies they follow. Have a plan Mix it up Share jobs, relevant news about your company, employee interviews etc. talent.linkedin.com
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  • Use TalentBrand Index to prioritize Five steps to a strong talent brand • Be real • Be personal • Be brave • Be consistent • Set your goals • Start at the top • Share compelling data • Bring partners to the table • Audit existing materials • Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust • Upgrade profiles (yours/team’s) • Leverage your employees’ presence via Work with Us • Brand via Jobs • Build out your hub – Company and Career Pages • Use targeted status updates and APIs to engage talent.linkedin.com
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  How Talent BrandIndex works Talent Brand Reach 1,873,354 members Viewing employee profiles Connecting with your employees Talent that is interested in you as an employer Researching company and career pages Following your company Viewing jobs and applying Talent Brand Engagement 264,362 members Talent that’s familiar with you as an employer talent.linkedin.com
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  What percent ofpeople who know about you show an interest? Talent Brand Engagement Talent Brand Reach Talent Brand Index How Talent Brand Index works Talent Brand Reach 1,873,354 members Talent Brand Engagement 264,362 members = Benchmark your score, e.g. v.s key competitors talent.linkedin.com
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  For advanced tips,see the playbook lnkd.in/gettheplaybook talent.linkedin.com