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The Quest to Quantify - Measuring the Value of your Brand
The document discusses the importance of measuring talent brand value using a framework that includes brand reach, engagement, followers, and talent response rates. It highlights the significant impact of digital presence and outlines key metrics for tracking brand success, including case studies that demonstrate return on investment (ROI). The document emphasizes the need for clear objectives and tracking activities to calculate ROI effectively.
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The Quest to Quantify - Measuring the Value of your Brand
- 1. Meet your presenters DanielSanders Talent Brand Consultant LinkedIn Paul Wheeler Relationship Manager LinkedIn
- 2. The Quest to Quantify Measuringthe Value of Your Brand
- 3. 46% of RecruitmentAgencies do not monitor their social activities in any way Work Trends Study 2015, Addecco
- 4. Agenda ① The valueof brand ② A measurement framework ③ Four brand measures to focus on ④ Measuring business outcomes ⑤ Case studies
- 5. 1 | Thevalue of brand
- 6. Which watch wouldyou buy if both were $10,000?
- 7.
- 8. Engage your audienceusing content
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- 10. 2 | Ameasurement framework
- 11. James has workedat BT Global for 3 yrs He has a family His career is important He has never heard of ‘XYZ Recruitment’ He is open to offers but not actively looking HFC Engineer, Chief Architect BT Global, Singapore James Tan
- 12. 2. Aware 3. Changingperceptions 4. Strengthening interest 1. Unaware 5. Hired!
- 13. Current position Start Date Priorposition New Hire Singtel James Tan HFC Engineer BT James Tan HFC Engineer Views Careers Page Becomes Follower Applies for Job Accepts Offer Candidate Journey Engages with Content Updates LinkedIn Profile Contacts connections at Singtel Clicks on Ad Sees Ads Views Jobs Sees Ads
- 14. 16 2. Aware 3. Changingperceptions 4. Strengthening interest Impressions Clicks & Social Actions Job Views Company Followers Career Page Views InMails Accepted Job Applications 1. Unaware 5. Hired! Placements New clients sourced Brand Views Brand Engagements Leads Business Outcomes
- 15. Those that aimfor nothing – hit it with remarkable accuracy. - Zig Ziglar
- 16. 3 | Fourbrand measures to focus on
- 17. Metric 1 Brand Reach Metric2 Engagement Metric 3 Followers Metric 4 Talent Response Rate Four simple metrics
- 18. 20 Metric 1: BrandReach 13,287,260+ Awareness Impressions Employee Profile ad impressions Job impressions Traffic Driver ad impressions Content impressions
- 19. 21 Metric 2: BrandEngagement 327,200 Brand Engagement Actions Employee Profile Ad clicks Job opens Career Page views Recruiter InMails opened New Followers* Content interactions Traffic Driver Ad clicks
- 20. Metric 2: Followers Knowwho your followers are: • Industry • Function • Seniority • Company Size Adapt your talent brand strategy for different audiences
- 21. 23 Creating and engaging ‘followers’will fuel your success Members are 61% more likely to share information as a result of following your company 61% 81% Followers are 81% more likely to respond to an InMail 66% of members are interested in job opportunities from companies they are following 66%
- 22. Metric 1: Tipsfor visualising your success Track targeted follower change as part of overall follower growth 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 Impressions served Followers Plot campaigns against key success metrics to see correlation
- 23. Metric 4: Talentresponse rate Company page followers are 81% more likely to respond to an InMail Tip: If you’ve effectively built awareness, you should expect a higher response rate among priority talent pools.
- 24. *Engaged member =any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees 26 InMail response rates by brand engagement Engaged with Your Brand * No Engagement with Your Brand 16% 50%
- 25. Brand Reach November: 866,000impressions Brand Engagement Current: 78,231 For Executives: use a performance scorecard Followers Our company: 3,000 Goal: 4,000 by Jan ‘16 Industry Benchmarking Competitor a: 16,0402 Competitor b: 1,688 Competitor x: 11,422 Competitor y: 23,861 Competitor z: 4,395 - 500,000 1,000,000 Total Impressions - 50,000 100,000 Brand Engagement Talent Response Rate November: 28% (Goal: 38% by Mar 2016) 0% 10% 20% 30% 40% InMail Response Rate
- 26. 4 | Measuringbusiness outcomes
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- 29. 31 Track placements usingLinkedIn
- 30. 5 | Casestudies
- 31. Cranberry Panda 15 Consultants 9,112followers 801% ROI
- 32. Talent International 200 ConsultantsGlobally 34,878 followers 21x ROI 0 5 10 15 20 25 2014 2015 ROI ROI
- 33. 35 Additional ROI stories 160Consultants 29,363 Followers 1,068% ROI (+30-40% new clients via LinkedIn) 75 Consultants 13,365 Followers 70% of placements made through LinkedIn 128 Consultants 19,533 Followers 14x ROI 176 Consultants 15,245 Followers 1.5m rev, investment of 63k – 24x ROI
- 34. ① Brand influenceswhat people feel about your company and as such, not all can be measured ② Digital provides a wealth of indicators of brand success ③ Determine clear objectives ④ Identify relevant metrics ⑤ Track activity ⑥ Calculate ROI = Value created MINUS Investment Key Takeaways
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- 36. ©2014 LinkedIn Corporation.All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.