Employer brand has been around as a term for decades and is a well-established practice, in fact in a recent study conducted by LinkedIn, the results showed that 83% of recruiting leaders believe employer brand has significant impact on their ability to hire top talent. During the last few years, with the rise of Social networks, your reputation as a place to work is based on much more than what you say about it. At LinkedIn we use the term ‘talent brand’ because we think it better reflects the fact that your reputation now incorporates what talent – past, present and future employees – think, say and share about your company as a place to work. In this session, Munish Sudan will talk about the importance of Talent Brand in the competitive environment we live in and how can LinkedIn help your enterprise build a strong online presence.
This presentation was used at HR Summit and Expo 2013 www.hrsummitexpo.com
6. The beauty of employer brand is
you don’t need everybody to know
your name. Only the right people.
7. 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
9. The ROI Story
$
%
50
Savings in cost per hire
is associated with a strong
employer brand
Companies with stronger employer brand have
28% lower turn-over rates than companies
with weaker employer brands
Source: LinkedIn Survey, 2010, 2250 Responses.
10. %
83
Talent Leaders Know that Brand Matters
Agree that employer brand
has significant impact on
ability to hire great talent
12. Whatever the Question, the Answer is Employer
Brand
Top obstacles to
attracting the best talent
Biggest concern is that
competitors will…
Top long-lasting
trends
1 Competition
1 Invest in their employer brand
1
Utilizing social and professional
networks
2 Compensation
2
Build and nurture strong talent
pools or pipelines
2
Upgrading employer branding
3
Learn to use social networking
and social media more effectively
3
Finding better ways to source
passive candidates
3
Lack of awareness or interest in
our employer brand
4 Location
4 Improve their candidate experience
4
Boosting referral programs
5 Recruiting team too small
5 Improve their referral program
5
Training recruiters and hiring
managers
Further invest in their existing
recruiting tools
6
Recruiting globally
6
Recruiting team doesn't have
the right tools/systems
6
7
Lack of awareness that we're
hiring
7 Invest in new recruiting tools
7
Optimizing your career site
8
Inability to effectively use data
to improve our approach
8
Hire recruiters to strengthen
their team
8
Measuring quality of hire
more consistently
9
Quality of talent currently at
our company
9
Negotiate better pricing with
vendors
9
Reducing spend on staffing firms
10
Improve ways to track quality
of hire
10
Using CRM technology to
manage talent leads
10 Company performance
13. Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates what
Evolving Language: The Emergence of Talent Brand
your talent – past, present
and potential - thinks, feels
and shares about your
company as a place to work.
15. We’re going to talk about…
1
The Power of Brands
2
How Marketers Think About Branding
3
Your Talent Brand
4
Every Organization
5
Going to Market
6
Measurement
18. What does it mean to work
for your organization?
23. BMW Segmentation
1 Series
3 Series
5 Series
7 Series
20’s Professionals
30’s Professionals
40’s Professionals
50’s Professionals
Recent graduate
Upwardly mobile
Established career
Executive career
Single
Single or married
Married
Married
No children
Likely no children
Growing children
Teen / grown children
Social / nightlife focus
Active lifestyle
Family-centric lifestyle
Luxury lifestyle
33. Engaging the BEST talent, not just active job
seekers
Passive
60%
Semi Active
10%
Very Active
8%
Super Passive
22%
How would you classify your current job search status?
34. Passive Candidates Want to Hear from You
“Do you mind being contacted by a recruiter on LinkedIn?”
“ 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
Source: LinkedIn Poll, January 2011, 13918 responses
35. Active candidates
•
•
•
•
Will apply 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
44. Your Career Opportunities on LinkedIn
Jim Young
Account Executive, xyzCo
San Francisco Bay Area | Software
Current
xyzCo, Account Excecutive
Previous
Acme System, Associate Account Executive
Education
San Jose University
Addison Augusto
Sr. Account Executive
xyzCo– San Francisco, CA
45. Your Career Opportunities on LinkedIn
Addison Augusto
Account Executive, ACME systems
San Francisco Bay Area | Software
JOBS YOU MAY BE INTERESTED IN
x
Account Executive
xyzCo– San Francisco, CA
JOBS YOU MAY BE INTERESTED IN
Account Executive
x
xyzCo – San Francisco, CA
Sr. Account Executive
x
Amazon.com – San Francisco, CA
Sr. Account Executive x
Amazon.com – San Francisco, CA
Sales Manager
Sales Manager
x
x
NetApp – San
NetApp – San Jose, CA CA
Jose,
Feedback I See more »
Feedback I See more »
52. 4/6
Peers:
Dynamic, Inc.
Golden Phase
Your Talent Brand vs. Your Talent Competitors
six28 Enterprise
Wavesynthe
Commona
Paularino Systems
Employer of choice
Weaker employer brand
54. Back to the BIG 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