Employer branding staffing event lauren de boer

©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
5 Steps to Crafting a Highly Social
Talent Brand

Introduction

Why we’re here
72%UK Talent Acquisition
Decision Makers agree
that employer brand has
significant impact on
ability to
hire great talent
Prioritisation of employer brand
(by company size)
69%
Agree employer brand
is a top priority for
their organisation
67%
70%
67%
78%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
For more details, see lnkd.in/stateofeb

Why talent brand?
talent.linkedin.com
A more talent-centric way of
thinking about your
employer brand

5 steps to a highly social talent brand
talent.linkedin.com
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

Step 1: Get buy-in
talent.linkedin.com
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

How to get executives to champion your
talent brand
Start at the top
Your CEO and their
team must get behind
your talent brand, and
commit to helping
promote it.
Arm yourself with data
Universal facts
Stress the business impact
of your talent brand.
LinkedIn insights
Data on your company’s
social presence
Number of employees with
profiles
Aggregate number of
connections, etc.
Recruiting metrics
Who you’re losing talent to &
where you’re struggling to
hire
Bring partners to the table
Examples: HR,
Communications, Marketing, IT
Create a cross-functional talent
brand task force.
talent.linkedin.com
DM

How to get employees to champion your
talent brand
“My view is every employee with
an external profile that
highlights they work at Sky is a
brand ambassador .”
Lee Yeap
Head of Resourcing
Sky
Sky leveraged their employees
as brand ambassadors
talent.linkedin.com

Step 2: Listen and learn
talent.linkedin.com
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

Look before you listen
Audit checklist
• Employee exit interviews
• Candidate feedback
• Employee LinkedIn profiles
• Activity on other social media platforms (e.g.,
Twitter, Facebook, YouTube, Flickr)
• Other online discuss forums (e.g., blogs,
LinkedIn Groups, rating sites like Glassdoor)
Public
• Corporate website
• Graduate recruitment materials
• Recruitment advertising
• Live event materials
• Company and Career Pages on LinkedIn
• Official presence on other social platforms
Private
• Direct communications with candidates and alumni
• Company intranet
• Training and development materials
• Performance management process
Official Unofficial
Perform an audit from the shoes of:
talent.linkedin.com

Sample questions
talent.linkedin.com
 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?
Current employees Passive candidates

Listening can make all 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.
talent.linkedin.com
Ellie Shephard
Global Recruiting Program
Manager, Vice President

Step 3: Craft your approach
talent.linkedin.com
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
Authenticity is everything
Robert Walters
Clarify
Dropbox

How to deliver an authentic talent brand
REAL
CONSISTENT
PERSONAL
BRAVE
talent.linkedin.com
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

Begin with the end 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 optimised social presence
 Increase Talent Brand Index score by X% relative to key talent
competitors or for high-priority functions/regions
talent.linkedin.com

Step 4: Promote and engage
talent.linkedin.com
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

1. It all starts with the profile
Engaging, friendly
picture
Who wouldn’t want to
work with Lee?
Regular Update
Show he’s engaged
and insighful
Engaging summary
Written in the first
person, 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
#talentbrand | talent.linkedin.com

3. Craft job posts for passive AND active candidates
50%
of job applications on
LinkedIn via ‘anything
but search’95%
of professionals fine with
being approached with
relevant opportunities
80%of working professionals
around the world are
considered passive
candidates
The other 20% are
actively seeking a
new job
talent.linkedin.com

3. Brand through Jobs with these 6 tips
Use your job post as a talent
branding vehicle.
Showcase the position’s impact.
Try a conversational tone.
ART
Avoid overly-creative job titles.
Tie the job to your LinkedIn
Company Page.
Give high-priority positions extra
oomph.
SCIENCE
talent.linkedin.com

LinkedIns’ job design helps tell your company story
to candidates
21

4. Spruce up your Company Page
01 Talk to your marketing team and
coordinate your approach.
02
Add an image that welcomes
visitors to your page and
showcases your brand.
03
Post status updates to start a
conversation with your target
audiences.
04
Add products/services and solicit
recommendations so people can
learn about what you have to offer.
05
Feature relevant groups to attract
a broader audience and extend
your reach.
5 tips to jumpstart your
Company Page
talent.linkedin.com

5. Use Targeted Status Updates
Tips for targeted status updates
Share jobs, relevant news stories about
your company, employee interviews from
your blog, etc..
Mix it up
Sketch out what you’ll say in advance
and build a dialogue with your followers.
Have a plan
Remember the messaging you’re trying
to get across and think about how to
incorporate it.
Stay on brand
talent.linkedin.com
71%
of company followers on
LinkedIn are interested in
career opportunities at
companies they follow.

6. Launch your Career Page
Think visually.
Use bold images to give a real-world glimpse
into your organisation.
Think digitally.
Whatever you say, keep it brief. Content
from your glossy graduate recruitment
brochure may not make sense 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, so make video a core part of your
strategy.
Think customised.
Adapt your content to viewers based on their
LinkedIn profiles. You can target your
Career Pages based on a candidate’s job
function, industry, geography, and more.
talent.linkedin.com

7. Advertise where the (interested and
relevant) eyeballs are
talent.linkedin.com
Clickthrough rates 20x industry average

Promoting your talent brand beyond LinkedIn
Twitter Facebook YouTube SlideShare Pinterest
talent.linkedin.com

Step 5: Measure and adjust
talent.linkedin.com
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

If you don’t measure, you can’t manage
only one out of three
talent.linkedin.com

Sample metrics
Key indicators of talent brand success
• Your offer acceptance rate goes up
• Employee retention increases
• Internal surveys confirm your employees are excited about your company as a place to work
In-house
• Traffic to your employee video stories goes up
• You double the number of employees with an optimised social presence
Online
• Content Marketing Score
• InPact
• Talent Brand Index
LinkedIn Metrics
talent.linkedin.com

Read the playbook and contact us for help!
talent.linkedin.com
Questions?
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
Visit talent.linkedin.com to learn more about our solutions

Employer branding staffing event lauren de boer

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