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LinkedIn Day MENA
The document discusses how LinkedIn can be used to project and promote employer brands. It provides examples of how companies can leverage their LinkedIn company page, followers, employees, and groups to engage both active and passive candidates. It emphasizes the importance of authentic employer branding and profiling the right attributes that appeal to talent. Companies can measure the success of their talent brand efforts on LinkedIn based on reach and engagement within the LinkedIn network compared to competitor brands.
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LinkedIn Day MENA
- 1. Employer Branding onLinkedIn @LinkedIn
- 2. ©2013 LinkedIn Corporation.All Rights Reserved. Ali Matar Head of Talent Solutions LinkedIn Introducing LinkedIn
- 3. Am I justone brand? Entertainment / Socializing: friends and family Social Network: Professional Network: Professional Affiliations Education Industry Function/ Title Geography Knowledge/Productivity: business colleagues
- 4. About LinkedIn 1 Asof August 2 2012 200 million members >5 million members in MENA 2 new members every second
- 5. • 5M+ membersin MENA • Top 3 Industries • Construction • Oil & energy • Information technology LinkedIn’s presence in MENA and UAE 5 Top 3 Companies in MENA
- 6. Our vision Create economicopportunity for every professional in the world
- 7. Our Mission Connect theworld’s professionals to make them more productive and successful
- 8. The value webring to our members Identity. Insights. Everywhere.
- 9.
- 10. 2B+Network Updates Viewed Weekly1M+Professional Groups300K Unique Publishers Insight 2M+ Company Pages
- 11. Everywhere >27% Members visit LinkedInthrough mobile and web 75K+ Developers Leveraging Our APIs
- 12. Millions of professionalsstart their day with LinkedIn
- 13. Your professional dashboard 2B+Network Updates Viewed Weekly New Homepage
- 14. Now featuring 150+global thought leaders
- 15.
- 16.
- 17.
- 18.
- 19.
- 20. “Compared to twoyears ago, the number of college students using LinkedIn to find job opportunities has increased by 700%.”
- 21. 20,000,000+ Students & RecentGrads Worldwide 1 World’s Fastest Growing Network of Students 20,000+ 275,000 Schools New Student Members Per Month
- 22. Alumni engagement –Where did last year’s class find jobs? w w w. l i n k e d i n . c o m / a l u m n i
- 23.
- 24. Zayed University StudentsNetwork
- 25.
- 26. The largest professionalnetwork 26 Economic model For recruiters who want to access the largest pool of candidates in the world Talent Solutions For companies who wish to promote their products and services to a highly qualified audience whilst maintaining maximum coverage Marketing Solutions For advanced users with specific needs: business prospectives, recruitment, fund raising Premium Membership 53% 27% 20% Share of annual growth *Quarterly results Q4 2012 - Total quarterly turnover $303.6M
- 27. Changing the waycompanies work. 27 Sell Turn cold calls into warm prospect Market Connect most effectively with professionals Hire Engage the world’s best passive talent
- 28. Few of ourglobal customers….
- 29. Current LinkedIn Clients- MENA
- 30. ©2013 LinkedIn Corporation.All Rights Reserved. Guillaume Larronde Key Account Director LinkedIn Maximising your presence on LinkedIn
- 31.
- 32. Googled yourself lately? Whatdoes your personal brand look like? Don’t feel bad, we all do it…
- 33. Optimise your profile,be visible Connections Photo Summary Detailed job description Last Update People Also Viewed Experience In Common Endorsements Logo of your company Presentations
- 34.
- 35.
- 36.
- 37. Set your visibilityright
- 38. Adapt the inboundmessages to your needs
- 39. Your network today……Tomorrow’sopportunities 39
- 40.
- 41. Extract the Signalfrom the stream Search the network for updates Filter to suit you
- 42. Get LinkedIn Today…andevery day 42
- 43. LinkedIn Skills • Whohas the skill? • What companies value the skill? • What groups are related to the skill? • Where are the talent pools with the skill? • Other related skills • What is the skill?
- 44. Visualise your connectionswith inMap 44 http://inmaps.linkedinlabs.com Past Company School Current Company Clients You Friends
- 45. Bring all yourcontacts from your address books, emails and calendars together with your LinkedIn network 45
- 46. See your recentconversations, meetings, and saved notes directly on your contacts’ profile 46
- 47. Start your daywith opportunities to say hello – get news about job changes, birthdays and more. 47
- 48. Stay connected onthe go with the brand new LinkedIn app 48
- 49. Improve Results for yourbusiness
- 50.
- 51. 51 Educate Your Organization andthe Executive Team on the Value of LinkedIn
- 52. 52 Leverage Your Employees andtheir network
- 53. The Power OfBrand Ambassadors 350 links were shared on LinkedIn by employees, more than twice the daily average of the prior 30 days Posts visible to around 159,000 professionals at over 40,000 companies 60% increase in sales employee referral in week one
- 54.
- 55. Home & CompanyUpdates
- 56.
- 57.
- 58.
- 59.
- 60.
- 61. Long-term relationships Engaged talent pool 80% ofLI Members will only follow up to 6 companies Follower are 10X more likely to share content 71% of LI Members are interested in updates on job opportunities from companies they follow Brand Evangelists Your Followers: A Valuable Pool Of Talent
- 62. Acquire Followers Analyze &Optimize Post Updates to Followers xyzCo xyzCo Ed Franklin Grow Your Career by Follow ing: XYZ.CO Cecile, get t he lat est on XYZ.CO Jobs, New s & more! XYZ.CO Grow Your Career by Following: XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! XYZ.CO Drive Engagement Follower Ecosystem
- 63. Engage Your FollowersUsing Targeted Content Featured Employees ‘A day in the life’ shows company culture, perks, benefits, and challenging problems that are being solved Company News What exciting projects are happening at your company? Opening a new office? Share articles that feature your organization Thought Leadership Blog posts, research papers, interesting articles from your industry that are useful to your audience
- 64.
- 65. 2M+ LinkedIn Groups UAE 2545groups Employer Branding 118 groups Emiratisation 20 groups
- 66.
- 67. Listen in onGroups 67 Join many Participate in a few Run one Groups IT ProsCXOs Fashion 1,000,000 +
- 68. Measure Engagement andgrowth
- 69. 3 things todo for yourself 1. Complete your profile (Photo, Tagline, summary, vanity url and links) 2. Set your parameters according to your needs (visibility, accessibility, frequency of messages) 3. Set news for you (Join 3 Groups, Follow 3 companies, Subscribe to 3 News sources)
- 70. 4 things todo for your business 1. Leverage employees 2. Leverage your company page 3. Leverage followers 4. Leverage groups
- 71. ©2013 LinkedIn Corporation.All Rights Reserved. Jonathan Kidd Key Account Director LinkedIn The Transformational Power of Employer Brand
- 72. It's about YOU Aboutidentity About how it makes you feel About emotional attachment
- 73. The beauty ofemployer brand is you don’t need everybody to know your name. Only the right people.
- 74. 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
- 75. The Power ofBrands What HR and talent acquisition leaders can learn from the world’s best marketers. ©2013 LinkedIn Corporation. All Rights Reserved.
- 76. We’re going totalk about… 1 2 3 4 5 6 The Power of Brands How Marketers Think About Branding Your Talent Brand Every Organization Going to Market Measurement
- 77. Identity A Quality Promise ADecision Making Short-Cut Brand is
- 78. What does itmean to work for your organization?
- 79.
- 80.
- 81. Going to Market Projectingyour talent brand into the talent marketplace. ©2013 LinkedIn Corporation. All Rights Reserved.
- 82.
- 83. Projecting Your TalentBrand into the Talent Marketplace Social Media
- 84. Projecting Your TalentBrand into the Talent Marketplace On LinkedIn
- 85. Why LinkedIn Projecting yourtalent brand into the talent marketplace ©2013 LinkedIn Corporation. All Rights Reserved.
- 86. How would youclassify 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
- 87. Not at all Notif 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?”
- 88. Active candidates • Willapply 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
- 89. The important thingis to understand the member journey, take advantage of it, and hook them in ©2013 LinkedIn Corporation. All Rights Reserved. 89
- 90. How? ©2013 LinkedIn Corporation.All Rights Reserved.
- 91.
- 92. Your Company onLinkedIn - Overview
- 93. Your followers ©2013 LinkedInCorporation. All Rights Reserved. 93
- 94. Your Company onLinkedIn - Careers
- 95. Every Employee isan Ambassador
- 96. Jim Young Account Executive,xyzCo San Francisco Bay Area | Software Addison Augusto Sr. Account Executive xyzCo– San Francisco, CA Current xyzCo, Account Excecutive Previous Acme System, Associate Account Executive Education San Jose University Your Career Opportunities on LinkedIn
- 97. ©2013 LinkedIn Corporation.All Rights Reserved. 97 Campaigns
- 98. What can thislook like? ©2013 LinkedIn Corporation. All Rights Reserved. 98
- 100. 100 Only 1 outof 3 How do you measure success? Companies measure their employer brand in a quantifiable way
- 101. Talent Brand Reach TalentBrand Engagement LinkedIn Network
- 102. ©2013 LinkedIn Corporation.All Rights Reserved. 200 M+ LinkedIn Members X Talent Brand Reach X Talent Brand Engagement = X% Talent Brand Index
- 103. Your Talent Brandvs. Your Talent Competitors Peers: Dynamic, Inc. Golden Phase six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand 4/6
- 104. Measure. Engage. Improve.Repeat. ©2013 LinkedIn Corporation. All Rights Reserved.
- 105. Back to theBIG 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
- 106.
Editor's Notes
- #4 Separation becoming even more pronounced Context of relationship, behavior and mind space driving the clarity
- #5 LinkedIn is the world’s largest professional network with 175 million members around the globe and over 1 million members in UAE and over 5 million in MENA. We are adding 2 news members every second.
- #11 Secondly, a fire hose of unique and valuable information, knowledge, data and insight flow through the LinkedIn network as a result of our members connecting and sharing. Our products help derive information and insights from that data for our members to help them be better at what they do every day. 2B+ Network updates are view weekly. Your homepage is a great source of insights as are 1M+ professional LinkedIn groups, where professionals engage and build communities and thought-leadership. With 300K unique publishers, LinkedIn Today acts as your personal trade magazine with a lens of your network to filter content that is relevant to you.
- #15 We also have President Obama, Mitt Romney, Arianna Huffington – and over 150 other luminaries. And they’ve gained over 2 million followers in just the past week and a half. We are the professional source of insights. We are where you can see posts by the president of the World Bank talking about how to eradicate poverty, or the President of the United States talk about how to restart the economy. It’s then that you begin to understand and to see what’s possible when a knowledge-sharing engine of this magnitude comes to life. And we’ve only just begun!
- #23 a. If you want to be a mechanical engineer, check the school you are interested in, specify the major and you will the top 25 companies that hired people with that major from that schoolb. If you want to work in Google, then check your school and see who are the people that graduated from your school that works in google, what did they study and how you can be connected to themc. If you are confused between two majors, check the Alumni tool and it can show you the career path and outcome of those two majors and you can have a better educated decisiond. Check your own school and see where the graduates work, live and how you can be connected to theme. Gathered from the profiles of more than 200 million members, LinkedIn’s Alumni tool helps you explore alumni career paths from more than 22,000 colleges and universities worldwide – and build relationships that can help you along the way
- #25 It’s your profile, of course!
- #26 It’s your profile, of course!
- #27 90% of members use a free account.
- #34 LinkedIn is the world's top search engine for professional searches... and the best referencedLinkedIn's content is regarded as very relevant by Google in enabling excellent referencingOptimize your profile and aim at having a 100% good visibilityYour profile is the first part of your employer brand, future applicants will look at your profiles first of all : make an excellent first impression
- #36 Let’s take a look at the profile of Brendan Browne, LinkedIn’s own Director of Global Talent Acquisition. Several things to note: First, make sure you have a picture. It makes your profile more human—AND it makes candidates far more likely to respond when you reach out. One thing to note: your picture should be professional (no party pics, cartoons, or logos). Second, note Brendan’s headline: “Connecting Talent With Opportunity At Massive Scale.” That’s part of LinkedIn’s mission, and it’s also exactly what Brendan does every day. Be creative with your headline. It doesn’t have to be “Director of Recruiting at Company XYZ.” Also, your headline shows up with your name in search results, so it’s an opportunity to make someone want to click on your profile. Third, Brendan uses his status to regularly share open jobs at LinkedIn, as well as news and exciting updates about the company. This is a great opportunity to share information virally with passive candidates in the network. Next up: Brendan links to LinkedIn’s company website, career site, blog, AND Twitter feed. As a recruiting professional, you should link to every place a candidate can go to find out more about your company and careers there. It’s the next logical place for them to look, once they’ve looked at your profile.And finally, Brendan has claimed his public profile. You can do this under Settings on LinkedIn. This is your “vanity” URL—you can include it on your business cards, in your email signature, and so on—it’s an easy way to drive candidates back to your profile, which has more information about you and opportunities at your company.
- #37 Several final things about Brendan’s profile.One, he uses his Summary section like an elevator pitch for any would-be-candidate.Use this section to give potential candidates an idea of what it’s like to work at your company. You can even indicate what kinds of roles you hire for, and invite candidates to reach out to you by providing your contact information. Also, remember to write for the web in this section—with short blocks of text that are easy to read online.Two, he’s added relevant skills to his profile. Adding skills like “talent acquisition” will give an additional layer of keywords to your profile: which will help you show up higher in search results if, for example, someone searches for “talent acquisition” and “your company’s name.”And three, recommendations. On this slide you’ll see excerpts from a couple of Brendan’s recommendations. Ask for recommendations from your team, from hiring managers you’ve worked with, AND from people you’ve hired. You want to make sure you’re putting your best foot forward.
- #40 Following companies is a great way to get competitive intel on talent pools.Whenever you follow a company, you get updates on your LinkedIn homepage about what’s going on at that company: new job opportunitiesnew hirespromotions or job changes within the companyand departures from the company.You’ll also see Company Status Updates, which each company can push out from their company page—just like a personal status update, but at the company level. They’re a great way for them to engage people who are following their company on LinkedIn, and they’re a great way for YOU to check out what kind of messages they’re sharing, what kind of talent they’re looking for, etc. So you’ll see here, Starbucks is a great example of a company using Company Status Updates in a smart way. They share exciting news about the company, post their open jobs, and so on.[Note: Company Status Updates are ALSO a great way for YOU to get the word out about what’s going on at your own company, open jobs, etc—check them out!]You should definitely follow companies in your industry—as well as your companies you compete with for talent—toget the inside track on trends in your labor market. You’ll be able to see who’s hiring actively, who’s losing talent, and where that talent is coming from or going to.(And on a related note, you should also actively monitor who’s following your company—these people are obviously interested in knowing what’s going on there, and they may be great passive candidates for roles at your organization).
- #41 Following companies is a great way to get competitive intel on talent pools.Whenever you follow a company, you get updates on your LinkedIn homepage about what’s going on at that company: new job opportunitiesnew hirespromotions or job changes within the companyand departures from the company.You’ll also see Company Status Updates, which each company can push out from their company page—just like a personal status update, but at the company level. They’re a great way for them to engage people who are following their company on LinkedIn, and they’re a great way for YOU to check out what kind of messages they’re sharing, what kind of talent they’re looking for, etc. So you’ll see here, Starbucks is a great example of a company using Company Status Updates in a smart way. They share exciting news about the company, post their open jobs, and so on.[Note: Company Status Updates are ALSO a great way for YOU to get the word out about what’s going on at your own company, open jobs, etc—check them out!]You should definitely follow companies in your industry—as well as your companies you compete with for talent—toget the inside track on trends in your labor market. You’ll be able to see who’s hiring actively, who’s losing talent, and where that talent is coming from or going to.(And on a related note, you should also actively monitor who’s following your company—these people are obviously interested in knowing what’s going on there, and they may be great passive candidates for roles at your organization).
- #42 Signal is another great way to get an idea of what’s going on in the talent market.Basically what Signal does: it aggregates all of the LinkedIn and Twitter updates shared on our site, and then allows you filter and search through them to make sense of all the noise (or, to find the signal from the stream).You can do this in a few ways:1. Search for keywords, topics or people across the streamLinkedIn Signal allows you to also search for specific keywords or topics you’d like to keep up to date on (for example, you could search for conversations about your competitors)2. Filter: Browse only relevant status updates from your stream Signal allows you to hone in on information you’re most interested in: for example, say you’re a recruiter for a tech company in the Bay Area—you can filter these updates by location and industry to hear what’s being talked about in your particular market.
- #43 And LinkedIn Today is a third way to get up to speed on what’s happening in your talent market and industry.LinkedIn Today is a product that delivers the day’s top news, tailored to you based on what your connections and industry peers are reading and sharing.So here you’ll see a screengrab of today’s top news in the staffing and recruiting industry. You’ll want to peruse this page regularly to understand what’s going on in your profession and to see what your peers are sharing.However, LinkedIn Today allows you to follow multiple industries—so say you’re hiring designers for an internet company. There’s a Today page for both design and internet, and you can add those categories to your LinkedIn Today homepage.So you’ll have all of the information you need in one place, minus the noise and clutter of other sites and social tools, and you can read up in just a few minutes—and know exactly what individuals in your key talent pools and your industry are talking about, reading and sharing.
- #44 And finally—researching before you search is also about understanding what passive candidates out there may have the skills that you’re looking for.Amazingly enough, we actually have a product called LinkedIn Skills, and essentially it gives you a whole new way to understand the landscape of skills & expertise out there, who has them, and how it’s changing over time. Great place to source people who are great at a skill and better understand where you can find them.Say for example you’re looking for an iPhone developer—this is a new area for your org and you don’t know much about what or who you’re looking for. Skills can help you get up to speed and source fast.What we tell you:What is the skill? A definition, place to learn more, and that green number tells you if we’re seeing this skill growing in popularity on LI profiles year over yearWho has the skill? We feature top professionals with the skill on this page. We define “top” via many different factors like skills, profiles, companies, and connections to find the most relevant and influential people for each topic. So obviously, if you need the top people with iPhone skills, this is a great place to start.What companies value the skills? Might be worth browsing profiles of people who work at these companies—if they’re listed here, they have a lot of people with this skill and could be fairly advanced in itWhat groups are related to the skill? If you’re looking to learn more about the skill or you want to source smart people engaging in a group conversation, these are the groups you should join.Where are the talent pools with the skill? Helpful to know where the highest concentration of this skill is—you may have to relocate someoneOther related skills? These are worth browsing, too, to learn more about the overall skillset the people you’re looking for may have, or to source similar profiles.
- #45 Finding people with the skills you’re looking for may be closer than you think: they may be connected to your connections.[As an aside—this slide shows an InMap, which is a visual representation of your connections and how they’re all connected to each other. As you can see, there are clusters for this person’s current company, past company, school, and so on. We’ll share a link at the end of the webcast so you can create your own InMap—but we shared it here to demonstrate how powerful your network of connections can be.]You should be thoughtful about who you choose to connect with, but it’s important to note that the more people you’re connected to, the further your network reaches. Your connections allow you to gain valuable access to THEIR connections. So it’s a great idea to connect with your hiring managers on LinkedIn, as well as really talented individuals in the space or function you’re hiring for.You can ask your connections to “warm up” your leads with an introduction to their connections. Try browsing through the connections of superstar engineers at your company, for example—odds are they know other superstar engineers and can introduce you!
- #54 Scenario:Salesforce.com needed to hire hundreds of account executives and sales engineers, it made perfect sense for the company to turn inward and leverage its own employeesSenior Leadership Buy-In:CEO Marc Benioff emailed his sales team with a simple request – Get the word out via your networkCreation of Brand Ambassadors:The salesforce.com team rallied and went to work, sharing links via their LinkedIn status updates. Within 24 hours the reach was impressiveResults:350 links were shared on LinkedIn by salesforce.com employees, more than twice the daily average of the prior 30 daysSalesforce.com employees’ posts on LinkedIn were visible to around 159,000 professionals at over 40,000 companiesThe target audience was highly relevant for this campaign, with a potential reach of 38,000 sales professionals“Marc’s email got the ball rolling and the sales team’s efforts resulted in a 60 percent increase in sales employee referral submissions in week one,” Kate Israels, program manager, Talent Acquisition at salesforce.com said
- #61 Following companies is a great way to get competitive intel on talent pools.Whenever you follow a company, you get updates on your LinkedIn homepage about what’s going on at that company: new job opportunitiesnew hirespromotions or job changes within the companyand departures from the company.You’ll also see Company Status Updates, which each company can push out from their company page—just like a personal status update, but at the company level. They’re a great way for them to engage people who are following their company on LinkedIn, and they’re a great way for YOU to check out what kind of messages they’re sharing, what kind of talent they’re looking for, etc. So you’ll see here, Starbucks is a great example of a company using Company Status Updates in a smart way. They share exciting news about the company, post their open jobs, and so on.[Note: Company Status Updates are ALSO a great way for YOU to get the word out about what’s going on at your own company, open jobs, etc—check them out!]You should definitely follow companies in your industry—as well as your companies you compete with for talent—toget the inside track on trends in your labor market. You’ll be able to see who’s hiring actively, who’s losing talent, and where that talent is coming from or going to.(And on a related note, you should also actively monitor who’s following your company—these people are obviously interested in knowing what’s going on there, and they may be great passive candidates for roles at your organization).
- #68 Researching before you search is also about understanding what the passive candidates you’re looking to hire—whether that’s sales professionals or financial analysts—what they care about and what would resonate with them if you reach out and start a conversation about opportunities at your company.LinkedIn Groups can provide a wealth of information on what individuals in your target talent pools are talking about and what they care about.When it comes to Groups, we recommend that you join many, but participate in a few (and run one, if you’re feeling brave!) Join many (and listen). There are more than one million groups on LinkedIn, and you should join groups that are relevant to your key talent pools to help you keep your finger on the pulse of the market. You can set Group digests on a daily or weekly basis, so you control how often you get updates on what’s going on in the group. Participate in a few. Get involved in a few select groups—not as a recruiter (don’t just post your jobs), but as a thoughtful contributor. Engaging in the conversation is a great way to get your questions answered and better understand that group of professionals. (and, it can help you build relationships with individuals who may become passive candidates for your organization at some point!)Polling in Groups is a great new feature that makes participation in Groups even easier and more impactful—you can create a poll in a couple clicks to get immediate insights on what that group is thinking and what’s important to them.Of course, you can run one too—we’ve seen companies do this to host conversations with groups of professionals (interns, marketing professionals, professionals in the energy industry, etc)—Groups can be very, very effective for employment branding and even for sourcing if done correctly.
- #73 It’s all about identityWhat they’re really talking about is YOU. About how it feels to own and use these products. About how it feels to be affiliated with these brands.It’s about identity.They’ve put themselves in a whole different league. They’ve lifted themselves above the fray.
- #74 It’s all about the RIGHT peopleNow hang on a minute you may say. These are multi-billion dollar global brands. My company is nothing like them. This isn’t a fair comparison.It’s true that they are multi-billion dollar global brands, but the beauty of employer brand is you don’t need everybody to know your name. Only the right people.We’re going to show you how you can tap into the power of brand to fundamentally improve your recruiting outcomes. To power your success now and for years to come.
- #75 Brand is vital; brand is for every organization; brand is nowThe core message today is this:Brand is vital. Getting brand right fundamentally strengthens your ability to hire the best, quickly and cost effectively. It’s a true game changer. It’s a powerful, sustainable competitive advantage. Brand is for every organization. Every organization, regardless of size; regardless of industry; regardless of location, can and must harness the power of employer brand. This is absolutely NOT just for big companies; for rich companies; for sexy industries… this is for every organization. In fact, it’s particularly vital for smaller organizations who compete for talent against larger, better known companies.The time is now. Social media is leveling the playing field and enabling organizations to harness the power of brand like never before. No longer do you need a big advertising budget to get the word out. We are in a very different time now, and the opportunities are HUGE for those who understand them and act on them.We’re going to come back to this slide toward the end of this morning’s session and I want you to tell me if these three points have landed. These are the big takeaways today, and everything we are going to talk about ties back to these key points.
- #76 Marketers have been working in this space for decades, let’s learn from themWe’re here today to talk about these vital changes that are taking place, and how to harness the power of brand to fundamentally improve your recruiting outcomes. Marketers, of course, have been thinking long and hard about brands for many decades, so another way of looking at it is what can we in the HR and talent acquisition world learn from marketers?
- #77 We’re going to look at the power of brands. What they are; where they came from; how they motivate behavior.We’re going to talk about how marketers think about branding, and how it ties into developing and nurturing your talent brand.Your consumer brand and your talent brand are two very different things, but the principles of brand development and stewardship are the same.As I said at the outset, we’re going to dig into how brand is vital for every organization, large or small, and talk about some examples of smaller, lesser known companies doing a great job.Then we’re going to talk about how to go to market with your powerful, authentic talent brand. How to amplify your voice in the conversation. How to engage with the talent you need to grow and thrive.Finally, we’re going to talk about measurement. How to measure your progress over time and vs. your talent competitors.Sound good? Okay… let’s quickly step back. Waaay back.
- #78 Brand is: (and this is equally true of talent brand)Today, brand means a lot of things, but in really simple terms…Brand is identity.Brand is a quality promise.And brand is a decision making shortcut. In today’s world you cannot possibly conduct a reasoned comparison of all the products and services you encounter in your daily life. Can you imagine trying to compare the more than 100 types of shampoo you’ll find in any drug store? Or how about a solid feature and benefit analysis of the hundreds of models of cars offered for sale? You can’t. You use brand as a decision making shortcut. There are some brands you are drawn to and others that you avoid. It has to be that way.Each of these is true for talent brand as well. It’s the identity of your organization. It’s a promise you make to your people and your candidates. And don’t you want to get that decision making short-cut working for you? Don’t you want to become a true employer of choice? One that people, the right people, really want to work for? How powerful would that be?
- #79 And what do we spend more time doing than anything else? Working. So… what does it MEAN to work for your organization? Not what does the company do or what is your role or responsibility. What does it MEAN? That’s a hard question to answer for a lot of people.
- #80 Your consumer brand and your talent brand are different things, but the principles of brand building are the sameBrand marketers think a lot about brand attributes. A brand has to be relevant to the target audience or else they’ll never develop a connection.A brand has to be consistent over time. That doesn’t mean nothing can ever change or evolve, just that there has to be a consistent meaning in order to build trust. Authentic brands don’t swerve all over the place. They are true to themselves over time and this makes them a rock that people can depend on.A brand has to be credible. They must deliver on their promise. Mere words are not enough… the reality of the experience has to live up to the promise every time.A brand has to inspire. It has to connect on an emotional level. We saw that at the outset with brands like BMW, Starbucks, Harley-Davidson and Apple.And, of course, a brand has to be unique. It has to be differentiated in the marketplace. A “me-too” brand will seldom pass the test of time.
- #81 Every one of these brand attributes are true of your talent brand.You have to be relevant to your target market… to the right people… to the talent you need to engage.You have to be consistent. If you are forever reinventing yourself, you are very unlikely to resonate. Remember, this isn’t a slogan or a campaign, it’s the real experience, the real meaning, of working for your company.Your talent brand has to be credible. If you are not delivering on the promise, not walking the walk every day with your employees, that credibility gap is going to become a big problem.Your talent brand has to inspire. Inspire top talent to join. Inspire top talent to stay. Inspire top talent to achieve the best possible results every day.And your talent brand also has to be unique. Not unique in the sense of being the only company in the world to think the way you do or do what you do, but unique amongst the completive set you recruit against. You know who you are up against. You know who some of your best hires choose you over. You know where some of your people leave you to go. What is going to stand you apart from, and ultimately above, them?
- #82 Stress that this is an iterative process. We don’t want people thinking they cant start to go to market until they’ve got everything 100% buttoned down. Get involved in the conversation and keep improvingAlright… so we’ve covered a lot of ground to this point.Why your talent brand is vital.How to think about it, build it, and nurture it in an authentic way, regardless of your organization size; regardless of your industry; regardless of your location.Now let’s talk about going to market… leveraging your brand to engage the talent you need to attract in order to grow and to thrive.
- #83 You also have to live it in your community. What are you doing to reach beyond your walls and become a source of good in the community or communities in which you operate? This fuels pride,. This fuels engagement. This fuels word of mouth. This is more than your logo on little league baseball jerseys… this is real involvement.
- #84 Live your talent brand on social media. Its amazing to think back just a few years to how different things were before Facebook. Before Twitter. Before YouTube…The opportunity to showcase your people and your culture have never been greater. The smallest company can open the blinds and let people see how amazing you are like never before. Build a presence. Add value. Connect and engage. Don’t just tweet some job descriptions or post some pics of your holiday party… really think about how you can leverage these incredible platforms to build a community and add real value to the lives of those you are connected to. This is powerful, exciting stuff.
- #85 And, of course, LinkedIn is an incredibly important platform where your authentic talent brand meets the talent you need to attract.We’re going to dig into LinkedIn here a bit and focus on four things:Why LinkedIn has become so important to your ability to attract talentHow to make your organization shine on LinkedInHow to make your people shine on LinkedIn. Like never before, you can harness the power of hundreds or thousands of brand ambassadors, spreading awareness of your authentic talent brand throughout the talent marketplace.And finally, how to make your career opportunities shine on LinkedIn.I’m very deliberately saying “your career opportunities” and not “your jobs” or “your open roles” here, and I’m going to address that more directly in a couple of minutes.
- #86 Why has LinkedIn become so essential in all this? Well firstly, because of size and reach.
- #87 LinkedIn, not surprisingly, has amazing data and tremendous access to a huge number of the world’s professionals. Each year, we ask a large sample of members from around the world to describe their current job search status. The results are pretty consistent over time, with 18 or 20% describing themselves as actively looking for a new job. Some of them are unemployed, of course, but this also includes underemployed or unhappily employed people who are actively looking to make a move.These are the people who visit job boards. They visit corporate career sites. These are the people with up to date resumes who are ready to apply. They are also a very small portion of the total talent pool.Leading talent acquisition teams are adamant about hiring the absolute best, not just the best available. It’s vital to move beyond active job seekers and engage the best people, especially those who are too busy being amazing in their current roles to even consider seeking out a new opportunity. You find these people on LinkedIn.
- #88 Okay… they’re on LinkedIn, but do they want to hear from recruiters? They do, if the opportunity is relevant.When we asked thousands of members “Does a recruiter approaching you unsolicited on LinkedIn bother you?”, the answer was overwhelmingly “no, it doesn’t bother me”, with a strong caveat for many, naturally, that the opportunity has to be relevant. After all, most of these folks aren’t looking for a job. They have a job. In many cases, they have a great job! But if approached about a compelling career opportunity, most are open to a conversation.
- #89 I can’t stress this enough:Career Opportunities NOT Job Descriptions.Expecting a passive candidate to act like an active candidate is NOT a recipe for success. They don’t need a job. They aren’t going to entertain a lateral move. They aren’t going to be inspired by your job description, heavy with bullet points listing qualifications. They don’t have a current resume, and if one of the first things you do is ask for one, you’re going to lose many of them.We’re going to come back to this point because it bears repeating, but please understand that passive talent recruiting is incredibly powerful, but it requires a different mindset and a different way way of doing things.
- #93 Make your company shine on LinkedInOkay, so we’ve covered the “Why LinkedIn?” part. Now let’s focus on how.How to make your company shine on LinkedIn. How to make your people shine on LinkedIn, and finally, how to make your career opportunities shine on LinkedIn.Every company gets a free company page on LinkedIn. There are millions of them today and that number is growing all the time. If someone hasn’t already done so, spend some time making it great. Shine a light on what a great company you are!Increasingly, LinkedIn is where people go to search for information on companies. Just like the way more and more product searches now originate on Amazon rather than a search engine, this evolution toward specialized search is playing out in other areas too. When you want information on professionals and the organizations they work for, LinkedIn is the starting point for more and more information seekers. Take advantage of this.
- #95 Make your company shine on LinkedInA career page is a paid solution on LinkedIn. Your career page is the hub of your talent brand. You are pulling people in from across the network to educate them about your organization, your culture, and your opportunities, and you are providing them a central place to learn more and ultimately reach out to apply.LinkedIn company pages are smart pages. They’re profile aware. You can provide different information to different visitors depending on where they’re located, their current job function, their level of seniority and other factors. Stop for a moment and think about that. The right information, tailored for each visitor. How amazing is that! Your career page is where you share deeper information on your organization and your career opportunities. You can embed videos. You can list open roles. You can include testimonials from employees, vouching for what a great place to work it is. Visitors can see your open opportunities, see what recruiter posted the role, see who they know in your organization that they can reach out to for additional insight, and ultimately, they can apply directly from your LinkedIn career page.
- #96 Make your people shine on LinkedInOkay, so now we’ve got your company looking great on LinkedIn. What’s next?Next is to harness the incredible power of social media to make every employee a talent brand ambassador. We all ask employees for referrals, don’t we? Referrals are likely the best source of hire for many of you, but are you maximizing the opportunity here?The number one activity on LinkedIn is viewing the profiles of people in your network. Your friends; your coworkers; your former coworkers; your customers, suppliers, and everyone else you have connected with. Every one of those profile views is an opportunity.Let’s imagine that you employ 50 engineers. Who do you think they are connected to on LinkedIn? Likely, many more engineers! Former classmates, former coworkers, and more. If every one of your engineers has a robust profile, showcasing not just their talents and experience but also the exciting work your company is engaged in, that’s thousands of positive impressions every month. Thousands of opportunities to attract attention to your company. Thousands of opportunities to cause other LinkedIn members to click through to your company page and your career page to learn more about what you do.Scale that thinking across your entire organization; sales people; marketing people; operations; your executives… the opportunity is HUGE. Today, every employee can be an ambassador for your organization like never before.
- #97 Make your career opportunities shine on LinkedInWe talked earlier about the fact that viewing profiles of first degree connections is the number one activity on LinkedIn, and how powerful it is when every employee builds out a compelling profile. You can take this to the next level by owning the advertising space on all of your employees profiles.Here we see Addison, an Account Executive at ACME Systems. She’s visiting the profile of one of her connections, Jim Young of xyzCo, and she can’t possibly miss seeing her own picture looking back at her, drawing her attention to a career opportunity at xyzCo. It’s little surprise that click through rates on these ads is 20 TIMES industry average click through rates. 20 TIMES! The combination of seeing your own picture, together with an opportunity matched to you based on your current role and location is a very powerful call to action.Again, catch their attention, engage them with a compelling opportunity at a company full of inspired people, and you are well on your way to attracting someone who would never have visited a job board.
- #98 With 200 million members, there will always be some outside your reach. Especially when you are looking to expand, moving into new sectors or geographies where your talent brand is weaker than your competition. Or where you have a particular project that you need to find talent fast for a project. Marketers know this and that is why they advertise. LinkedIn is highly targeted so you can advertise to the specific groups that you want to engage with. We’re talking CTRs of 1-2% here – with an industry average of .06%. So these are 25x as effective.
- #99 You can probably guess that I was served with this advert before I moved to Dubai.
- #100 Taking it to the next levelFor those ready to really take it to the next level, LinkedIn offers an incredibly powerful corporate tool called “Recruiter”. With Recruiter, you’re going beyond attracting and enticing passive talent. You are actively sourcing and contacting the very best potential candidates. Many of you may already be using LinkedIn Advanced Search to seek out people, but Recruiter is an entirely separate and more powerful tool.3 key things it helps you do:Find the best talentApproach the best talentManage your talent pipe
- #101 “I promised you measurement…”How do you measure success in all this?The fact is, most don’t because it’s always been difficult and expensive to quantify your progress.LinkedIn’s unprecedented data enables us to provide some measurement here. Let’s take a look at a quick video that explains it quicker and better than I can.
- #103 Talent Brand Index isn’t your only measure of course, but it provides a quick and insightful read on where you are today and on the impact of your efforts as you strive for improvement.
- #104 Take your talent brand index number and see how you stack up against your competitors. The most relevant comparisons are not necessarily with your business competitors, but with your talent competitors. Those organizations with which you compete for talent. We don’t share specific numbers for other organizations, but we share the results of your competitive set. In this example, you see that you are in the middle of the pack relative to your talent competitors, and you see who we have identified as your competitors based on talent flows in both directions, but we don’t tell you exactly who is who in the interest of privacy.We can measure this globally but also in across regions and functions
- #105 Talent Brand Index isn’t your only measure of course, but it provides a quick and insightful read on where you are today and on the impact of your efforts as you strive for improvement.
- #106 Alright, let’s return to today’s big takeaways and see how we’ve done.Brand is vital. I really don’t think there’s much room for debate here. Talent acquisition leaders around the world know it, and increasingly, they are acting on it. They are cultivating and projecting a strong, authentic talent brand and they are reaping the rewards.Brand is for every organization. We’ve seen some examples of smaller, lesser-known organizations doing a great job. I’m sure all of you can think of other examples. Brand power recruiting regardless of size; industry; and regardless of location.The time is now. Social media is leveling the playing field and enabling organizations to harness the power of brand like never before. No longer do you need a big advertising budget to get the word out. We are in a very different time now, and the opportunities are HUGE for those who understand them and act on them.
- #107 Q&A from the audience