5 essential steps to a social talent brand featuring sky
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Lauren Fogarty, Media Solutions Consultant at LinkedIn explains the importance of Talent branding and the essential steps to employee and social media engagement to spread the word on your workplace. This presentation features results from Sky’s employment branding activity on LinkedIn – with thanks to Lee Yeap.
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5 essential steps to a social talent brand featuring sky
- 1. ©2013 LinkedIn Corporation. All Rights Reserved. Chris Brown Senior Enterprise Sales Manager LinkedIn
- 2. ©2013 LinkedIn Corporation. All Rights Reserved. Justin Hunt Social Media Leadership Forum Introduction to SMLF Lauren Fogarty Media Consultant, LinkedIn Leveraging LinkedIn to Enhance your Employer Brand Discussion with Lee Yeap Head of Resourcing, BSkyB Customer Case Study Q&A & Networking Lauren & Lee answer your questions on Employer Brand Close 11.30am Today’s Agenda 2
- 3. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
- 4. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Introduction
- 5. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Why we’re here 82%UK Talent Acquisition Decision Makers agree that employer brand has significant impact on ability to hire great talent talent.linkedin.com 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
- 6. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Why you should invest in your talent brand 3 reasons to invest in your talent brand Lower cost per hire by up to 50%. Reduce employee turnover by up to 28%. Influence the conversation with candidates. 91% of companies increased or at least maintained their talent brand investment in 2012. talent.linkedin.com
- 7. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Why talent brand? talent.linkedin.com A more talent-centric way of thinking about your employer brand
- 8. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME 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
- 9. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME 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
- 10. 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
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. 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
- 17. talent.linkedin.com Authenticity is everything Rolls Royce Google LinkedIn
- 18. 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
- 19. 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
- 20. 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
- 21. 8 golden rules for promoting (and protecting) your talent brand 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. talent.linkedin.com
- 22. 1. It all starts with the profile Engaging, friendly picture Who wouldn’t want to work with Lee? Regular Updates Show he’s engaged and insightful 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
- 23. 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 79%of working professionals around the world are considered passive candidates The other 21% are actively seeking a new job talent.linkedin.com
- 24. 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
- 25. LinkedIns new job design helps tell your company story to candidates 25
- 26. 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
- 27. 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.
- 28. 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
- 29. 7. Advertise where the (interested and relevant) eyeballs are talent.linkedin.com Clickthrough rates 20x industry average
- 30. Promoting your talent brand beyond LinkedIn Twitter Facebook YouTube SlideShare Pinterest talent.linkedin.com
- 31. 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
- 32. If you don’t measure, you can’t manage only one out of three talent.linkedin.com
- 33. 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 • Your Talent Brand Index score rises versus your peers and in the segments that you care most about Talent Brand Index talent.linkedin.com
- 34. How Talent Brand Index 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
- 35. What percent of people who know about you show an interest? Talent Brand Engagement Talent Brand Reach Talent Brand Index How Talent Brand Index works 1,873,354 members 264,362 members = talent.linkedin.com Benchmark your score, e.g. v.s key competitors
- 36. Assess key indicators Use Talent Brand Index to prioritize Let your talent brand journey begin! talent.linkedin.com Upgrade profiles – yours & team’s Brand via Jobs Spruce up your Company Page Use targeted status updates Launch your Career Page Leverage ads on employee profiles Create brand ambassadors Be real Be personal Be brave Be consistent Set your goals Start at the top Share compelling data Bring partners to the table Get your employees onboard 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
- 37. 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
- 38. Interested to learn even more about Talent Brand? talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote ad engage STEP 5 Measure and adjust - Speak to your LinkedIn contact about attending Talent Connect on Oct 23rd & 24th for ‘deep dive sessions’
- 39. £7.5 Million Savings Pre-Investment (October 2012) Post-Investment (August 2013) 6X more members are learning about Sky’s employer brand via Sky’s Careers Page 2.5X more members are then choosing to follow Sky’s activity on LinkedIn 5X more applications are received from a growing audience with more roles to choose from
Notes de l'éditeur
- Good morning everyone! We’re really excited that you joined us today to talk about one of the hottest topics in the world of talent acquisition and talent attraction, namely employer brand. My name is Leela Srinivasan and I have the privilege of working on the marketing team for LinkedIn Talent Solutions. I’ll be your moderator for today. Our goal during the next hour is to share with you our guidance, based on internal successes and best practices gleaned from industry-leading companies, on how you can build a highly social employer brand in five steps. Before we go any further, since we always get this question, we’ll be sharing this presentation with you via a slideshare link, and also giving you the opportunity to download our full 50-page employer brand playbook, which will actually be released tomorrow (Feb 21). So what you’re about to see today is a world premiere!
- We’re thrilled to be joined today by Brendan Browne, LinkedIn’s global director of Talent Acquisition. Brendan has been our fearless leader on talent acquisition for two and a half years, and his responsibilities include our global employer brand. Prior to joining LinkedIn, Brendan held various senior management roles in recruitment at Rearden Commerce, Microsoft, Northwestern Mutual and Sapient among other firms. Something cool I learned about Brendan in reading his profile for today: he’s a pretty talented musician, and his band Password 86 put out a critically acclaimed album in 2008 called Killer Bees Attack Tokyo. It’s on itunes right now and well worth a listen! As if Brendan weren’t enough, we also have Dina Medeiros on the call. Dina is a senior social media and brand consultant on the LinkedIn Talent Solutions team. Prior to joining LinkedIn, Dina was VP of Digital Media Strategy at Bernard Hodes, and she brings to the discussion 15 years of experience in thinking about recruitment and employer branding. Dina has an incredible 32 full-fledged recommendations on her LinkedIn profile, many of them from adoring clients, so you can be sure she knows her stuff. We’d love to make this as interactive as possible, so please submit your questions throughout the presentation – either in the chat box on webex or via Twitter using the hashtag #talentbrand – I’ll keep an eye on both and insert them whenever there’s an opportunity.
- So, why exactly are we here today? Well, through research conducted in 2012 among over 3,000 talent acquisition leaders in 15 countries around the world, we know the industry understands the importance of a strong employer brand. Our survey showed that 83% of recruiting leaders believe employer brand has significant impact on their ability to hire top talent. And employer branding is not just a matter for large companies; far from it. The same research shows that 2/3 of companies with under 500 employees describe employer brand as a top priority for their organizations. If you’re interested in reading additional trends and attitudes toward employer branding from your peers, you can download our free report on The State of Employer Branding from the link you see on the screen.
- Still not convinced? A separate piece of research conducted by our Insights team revealed that a strong employer brand can reduce your cost per hire by as much as 50%, while also boosting your employee retention rates by as much as 28%. Impressive stats that drive home the bottom line impact of investing time and resources into your employer brand. And if you choose not to, you run the risk of letting others influence your candidates’ perceptions of your firm. Whether you like it or not, the talent universe has an impression of your company as a place of work, and social platforms are only making others’ opinions of your firm more visible. Lastly, even in an economy that’s been up and down over the last few years, talent acquisition leaders are doubling down on employer brand. An incredible 91% of those we surveyed last year were either increasing or maintaining their focus on employer brand. And I think 51% were actually increasing their spend. So if you feel like you already battle for top talent today, you definitely want to build a strong, resonant employer brand to keep up with and outpace your talent competitors.
- I’ll just say a couple more things before I hand over to our experts. One, you’re going to hear us talking an awful lot about TALENT BRAND today. You’ll hear us use it interchangeably with employer brand. What’s the difference? Well, employer brand has been around as a term for decades and is a well established practice, but historically it’s been mainly based on the messaging that you, the employer, craft and distribute out into the marketplace. During the last few years, the Internet and then Social went and happened. And as a result of that, your reputation as a place to work is based on so much more than what you say about it. We’ve started using the term ‘talent brand’ at LinkedIn 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. It’s like employer brand on social steroids, a more talent-centric way of thinking about your brand. And we think the companies that are molding their brands with that talent’s perspective incorporated are the ones that are winning.
- All right, with that out of the way we’d like to introduce you to our five steps to crafting a highly social talent brand. Dina and Brendan are going to walk through each of these in turn, sharing concrete tips and best practices as they go. The five steps we recommend are Getting buy-in from your organization that you need to make talent brand a focus, and that needs to happen from the C-suite down. Listening and learning to your priority audiences, whether they are internal or external, and understanding how people perceive your talent brand today Taking all of that input from listening and using it to craft or refine your employer brand messaging Promoting your talent brand and engaging target talent in dialogue; and Measuring the results of your efforts so that you learn, optimize your approach and get better results the next time around. While I hand over to Dina and Brendan, we’d love to get feedback from the audience: which one of these five steps is the most challenging one for you at your organization? Please vote in the poll you see on webex and feel free to share comments in the chat box on why you think it’s so tough for you today. We’ll give you a minute to vote on that and we’ll share the results in a few minutes. Now let me hand over to the lovely Dina Medeiros.
- All right, with that out of the way we’d like to introduce you to our five steps to crafting a highly social talent brand. Dina and Brendan are going to walk through each of these in turn, sharing concrete tips and best practices as they go. The five steps we recommend are Getting buy-in from your organization that you need to make talent brand a focus, and that needs to happen from the C-suite down. Listening and learning to your priority audiences, whether they are internal or external, and understanding how people perceive your talent brand today Taking all of that input from listening and using it to craft or refine your employer brand messaging Promoting your talent brand and engaging target talent in dialogue; and Measuring the results of your efforts so that you learn, optimize your approach and get better results the next time around. While I hand over to Dina and Brendan, we’d love to get feedback from the audience: which one of these five steps is the most challenging one for you at your organization? Please vote in the poll you see on webex and feel free to share comments in the chat box on why you think it’s so tough for you today. We’ll give you a minute to vote on that and we’ll share the results in a few minutes. Now let me hand over to the lovely Dina Medeiros.
- So first off, it’s absolutely critical that you get buy-in at the very highest levels of your company on the value of building a strong talent brand. And it’s not just enough for them to give you their blessing; ideally you want them to be active contributors to your talent brand. Keep making the case until they’re on board. So, how do you do that? What will win them over? Well, data is the way to any senior executive’s heart. We think about three types of data that you can leverage Universal facts. Leela shared some stats earlier on the business impact of building a strong talent brand. Tying talent brand to business results will certainly help your case. In the employer brand playbook you’ll find links to several pieces of research we’ve done on the impact of employer brand on cost per hire and employee attrition, as well as how seriously most companies are taking employer brand. Then there are LinkedIn insightsAsk your LinkedIn team to provide facts about your company’s LinkedIn presence (such as number of employees with profiles, aggregate number of connections, and more). Explain that each profile and interaction on LinkedIn can reinforce your talent brand. Last but not least, you can share your own recruiting metricsIf there are geographies or functions in which you’re struggling to attract strong candidates or you’re losing talent to competitors, use that data to illustrate the need for talent brand focus. In addition to approaching the C-suite and using data to win them over, you’ll also want to bring partners to the table. There’s absolutely no need for you to be the hero and go it alone. Your talent brand is part HR, part Marketing, part Communications – and it’ll need IT support. You don’t have to know everything about website analytics, creative design or market segmentation when your coworkers do! Leverage their expertise by including them in a cross-functional talent brand task force. If you convince them to put some skin in the game that way, your colleagues are bound to help you succeed.
- We do a lot of work with SAIC, which is a [defense contractor] based in the DC area. Kara Yarnot over there leads up their global talent acquisition and branding efforts. Now, SAIC is a pretty conservative company and when Kara and team first suggested that they explore platforms like LinkedIn for employer branding, they met with some stern resistance. There was paranoia about talent being poached. Kara talked till she was blue in the face in an effort to make her leadership understand what they wanted to do and why from a branding perspective. They ultimately overcame the objections by starting small and proving, with data, that there wasn’t the downside they feared, and on the plus side their recruiting efforts were showing significant improvement by opening up to a socially driven employer brand strategy that involved their employees. Ultimately, the leaders themselves started to get more active socially as part of the broader talent brand strategy which has helped Kara’s team even more. So if you find you’re meeting with stern resistance, test your approach with a small group or in a specific country and prove that the benefits are positive. BRENDAN OPTIONAL ON THIS SLIDE – DO YOU HAVE A STORY YOU WANT TO INSERT HERE FROM A PRIOR LIFE?
- Step #2 in our process is all about listening. Before you craft an employer brand, you need to understand what your target talent thinks of you today, and you can do that by auditing what’s ‘out there’ to understand the current experience they have with your talent brand; and doing some research that will help you better understand their point of view. When you’re doing your research, you can think about it on four dimensions: Who you want to focus on what you want to ask them when and how you need to do your research; and what methods you decide to use. Research always sounds a little bit scary and possibly expensive, but the good news is there are PLENTY of ways to gather feedback from talent inexpensively, and we’ll cover those as we go.
- Before you talk to your talent, walk in their shoes to experience your employer brand as they do. Audit your existing materials Go through the recruitment process step by step and see how your talent brand looks from the shoes of your candidates and employees. Review all materials a candidate can access across print, online, social media, and events. Put on your employee hat and do the same with new hire materials, the intranet, and company events. Start with traditional print and digital assets, and your official presence on social media platforms. Then review the unofficial conversations taking place online, in places where others drive the discussion. We’ve put together this checklist which you’ll be able to access when you download the playbook after the webcast, but basically we’ve thought about this in terms of official versus unofficial channels, and also things that are out in the open versus shared with employees.
- As I said a minute ago, we regularly survey our own employees and also candidates out in the marketplace to understand how we’re perceived by the talent we want to hire and retain. So here are some sample survey questions, which are all in the playbook. A couple of things to point out – For current employees you may want to understand their perceptions of you now relative to when they were on the outside trying to get in. And a survey is a great opportunity to include some open-end text responses and collect their favorite stories about working at your company – you can potentially use those later when you start to craft the brand itself. For passive candidates, it might be good to understand without leading them what companies are top of mind, so you can best understand your talent competitors. And you’ll notice a few of the questions mirror the questions for attendees - if you have some questions that overlap across the two audiences, it will allow you to pick up on any major disconnects between the outside world and your employees. [and anything else you want to say about what you ask your audiences]
- This is a story that Ellie Shephard shared at our Talent Connect conference in Las Vegas last year, and it’s a great example of how listening and acting based on what you learn can drive retention and talent brand at the same time. Challenge: Keeping employees engaged is difficult as career opportunities and temptations abound in a super-social and connected world. Approach: Through its annual survey, JPMorgan asked what employees need and want in order to stay. Mobility and development opportunities topped the list. Result: The company launched an extensive internal mobility program. In 10 months the internal hire rate increased by 5%, which is pretty significant given they fill an average of 75,000 positions a year. This year’s annual survey will measure the program’s impact directly, but the company ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings.
- Okay! Moving on, let’s talk a little about how you want to craft your approach to building or refreshing your talent brand messaging and measurement.
- BRENDAN – say a few words on LinkedIn’s talent brand and how authenticity is fundamental
- So in step 2, we advised you to listen to and learn from your target talent, whether that’s your current employees or future candidates. That gives you a picture of what people actually think today. Now consider what you WANT people to think about your organization. Is it feasible based on the reality? How does your communications team position the company? What does the company aspire to be as an employer? What does your research tell you talent actually thinks? Based on that you can refine your message. As you do so, be real, be consistent, be personal, and be brave. BE REAL: What you say about your company must be true for your employees. If not, they’ll see through you and so will the marketplace. Divide your desired messages into three buckets: what you can definitely back up, what’s true in some circumstances, and what you’d like to say but can’t just yet. BE CONSISTENT:Think about how to align this messaging with your company’s overall brand. There should be strong consistency between the two. BE PERSONAL: Go back to the individual stories gathered during the research phase. Stories are more easily remembered and are motivational for employees. Those you feature will be proud to participate. BE BRAVE. It’s not all roses. Sometimes what you wish you could say is just too far from reality to run with. If you want to claim a message that you just can’t say yet, identify a related one that’s still enticing but can be delivered without eye-rolling. Brainstorm options with your marketing team. (CLICK) So I think a great example of facing up to the truth, being brave and still setting up a strong talent brand is from one of our clients in Australia, Aurecon. [details on slide]
- And then it’s important to define success at the outset and establish the baseline against which you will measure progress. Measuring your talent brand is notoriously difficult but if you don’t measure it, you can’t manage it and it’ll be harder for your senior leaders to really have confidence that your efforts are paying off. Here are some sample goals that you might want to think about setting – offer acceptance rates, attrition and so forth. At LinkedIn we [insert anecdote] The last sample goal here relates to the Talent Brand Index, which is a free resource we rolled out last year to help our clients measure how well they’re reaching and engaging professionals with your talent brand. It will allow you do things like benchmark engagement of talent relative to your peers and also compare your talent brand across different geographies or functions. We’ll give you a few more details on it later in the presentation.
- All right, so you’ve got buy-in, you’ve done your homework on your audience and you’ve crafted an approach. Now you’re ready to go promote your employer brand and engage talent! We’ll take you through a whistlestop tour of how to promote your talent brand and engage your target audiences. We’ll talk primarily about LinkedIn, but a lot of the advice is actually applicable to any platform you might use to get the word out.We don’t have a ton of time, so we’ll move quite quickly. Don’t worry, you’ll have access to the playbook which will go into all of this in much more detail.
- Whether you share, post, tag, tweet, like, pin, or bust some other social move, it’s important to promote and protect your talent brand. [talk through each rule]
- DINA: OK, so on LinkedIn the first thing you’d do is upgrade your profile. Your profile is the first place a candidate will go after receiving your InMail or seeing you viewed their profile, so it represents a prime branding opportunity. Set up your own profile as a model for employees, and have the rest of the recruiting team follow suit. Treat personal status updates like a megaphone to further spread the word about your company. And look who’s got the perfect recruiting profile! To drive home the importance of your profile and those of your teams, ask your LinkedIn rep for data on who’s looking at your profiles. For instance, 149K non-LinkedIn employees looked at the profiles of our employees in January! That’s a lot of eyeballs. And if you’re Brendan you’d get excited that about 12,000 of them were engineers! Just as well Brendan has the perfect profile isn’t it? BRENDAN: gee thanks Dina! I just want to point out that Leela is the one who said I have a perfect recruiting profile, not me. I think there’s always work to be done. But yes, we know that the type of talent we want to hire is looking at employee profiles on LinkedIn month in, month out, so we do think profile optimization is really important. (tell story about why you optmized your profile and talk about how/why you use each of the highlighted areas on slide]
- Next you’re going to want to come up with job descriptions that work for both passive and active candidates today. Here are 3 fun facts for you:… [basic message – you’re reaching BOTH passive and active candidates via LinkedIn – and we know from their activity on job posts and from surveys that even if they’re not actively looking for work, they’re often interested in finding out about relevant job opportunities. So that’s something you’ll want to keep in mind as you craft your job descriptions on LinkedIn]
- So that leads us to a set of tips on how to make sure your job postings are really irresistible on LinkedIn. The reasons are part science, part art. Avoid overly-creative job titles. Stick with standard titles and keywords commonly used in profiles and job searches. This helps LinkedIn’s special algorithms match and deliver your job postings to the most relevant active and passive candidates. Tie the job to your LinkedIn Company Page. Use the drop-down list to link to your Company Page, so candidates can easily learn more about you. Give high-priority positions extra oomph. Use Sponsored Jobs to showcase key positions to targeted talent. Simply bid the amount you want to pay. And on the ART side… Use your job post as a talent branding vehicle. Share the things that make your company a great place to work. Specifics like “annual chili cook-off” paint a more vivid picture than just saying “fun culture.” Showcase the position’s impact. Passive candidates are 120% more likely to want to make an impact.5 Your jobs on LinkedIn will be seen by passive candidates, so get them excited about the potential of the role. Try a conversational tone. Marketing is usually more effective when you write like you would speak to your audience: simple, direct, and friendly.
- LCPs will now see their job descriptions enriched with selected content. Rich media (video or photo) as well as recent updates will be imported into Job Description from the LCP The competitive “Similar jobs” module is pushed down to the very bottom of the page A new customer-specific module, “Other Jobs at Company XYZ” will appear below the job description and above competitive jobs Result: a more engaging and inviting experience for the viewer
- Well over 100 million professionals come to LinkedIn every month, so an official presence on the platform is critical. Make sure your Company Page reflects your overall brand and provides a unified experience for your audience. LinkedIn Company Pages are now optimized for mobile devices – which is important since over 27% of LinkedIn’s unique monthly visitors come through mobile apps. [GO THROUGH 5 TIPS]
- So, here’s an interesting fact: 71% of company followers on LinkedIn are interested in career opportunities at companies they follow. That makes targeted status updates a great, free way for interested professionals to engage with your talent brand. This is something that’s free to every company on LinkedIn by the way. So long as you have a company page, you can attract followers and then send targeted messages to them that appear in their network updates on LinkedIn. On screen you see the targeting options that are possible with this feature. Our three tips for using TSUs are: 1) Mix it up. Don’t bombard your followers with links to job openings. Share relevant news stories about your company, employee interviews from your blog, and more. Aim for 2-3 status updates per week to start. 2) Have a plan. Sketch out what you’ll say in advance and build a dialogue with your followers. 3) Stay on brand. Remember the messaging you’re trying to get across and think about how to incorporate it into your updates.
- Note: this is one I would build if I were presenting, so they are listening to you and not reading the slide. But up to you. In addition to your Company Page, you have the option to add a career page on LinkedIn. It can then become he central hub for your talent brand activity on LinkedIn. We see clients using videos, banners, and employee spotlights to showcase their cultures and what it means to work there. At the top of every career page you’ll see a section showing who in your network is at the company, which is a great icebreaker for visitors. You also see any jobs posted on LinkedIn. [DM you know the drill here] Here are 4 guidelines on how you should approach the content on your career page.
- All right, so here’s a fun poll for you: which of the following do you think is the #1 most common activity on LinkedIn? Is it (a)…. We’ll give you a few seconds to vote here… LS will chime in with the results So actually you were right/wrong, it’s checking out other people’s profiles! Every interaction someone has with your employees on LinkedIn is an opportunity to promote your talent brand. Since the #1 activity on LinkedIn is checking out profiles, more companies are taking advantage of this traffic to promote career opportunities, through something we call Work with Us Ads Work with Us ads allow you to purchase the ad space in the top right corner of every employee’s LinkedIn profile. Click-through rates on these ads are typically 20x the industry average! In most cases there’s no creative work required. So it’s a smarter way to invest in diverting high-quality traffic to your opportunities. OPTIONAL – Brendan if you have a related story about any candidate that was hired at LI via WWU?
- DiNA: so last of all, we know we’re not the only game in town and there are plenty of other platforms that you might want to explore as part of your talent branding efforts. Brendan’s going to share a couple of examples of what LinkedIn has been doing on other platforms BRENDAN: so, we’ve used all of the platforms listed on screen (with the possible exception of Pinterest?) to some degree as part of our employer branding efforts. [insert examples]
- So the last piece that‘s really important is measurement and changing up what you’re doing to keep optimizing
- As your boss is probably fond of reminding you, you can’t manage what you can’t measure. In our global state of employer branding survey last year, only one-third of the 3,000+ talent acquisition leaders we spoke to said they consistently measure their employer brands. So clearly this is a pain point for many organizations. We thought we’d share some ideas on how to nail this final last step.
- Dina: we talked earlier about the importance of defining up front how you’ll measure the success of your employer branding efforts. You can look at in-house metrics, along with online performance, to better understand the impact of what you’re doing, and you can also leverage the Talent Brand Index which I’ll explain in a moment. Brendan, can you tell us which metrics are most important to you? Brendan (notes from our call) – big ones for us are measuring awareness that LinkedIn is hiring – also what does it mean to work at LinkedIn Internal/external continues to be huge – identifying the gaps If there’s a company which has real brand issues or need to evolve, understanding the gap is a starting place The more awareness of LinkedIn as a place to work goes up, and the more people understand what it means to work here, the better we’re engaging potential talent with our talent brand
- So we’ve mentioned the Talent Brand Index a couple of times during today’s webcast, and I just wanted to take the last couple of minutes to explain a little more about this free resource that we make available to our clients. [explanation]
- Voice over how this can help you – by understanding your performance relative to peers
- So the last piece that‘s really important is measurement and changing up what you’re doing to keep optimizing
- So we actually have MORE tips than the ones you see here on promotion and engagement of your talent brand, but in the interests of making sure we leave some time open for Q&A we’re not sharing those on this webcast. Instead, look out for your follow-up email after this event which will include a link to our brand new employer brand playbook, which we’re publishing TOMORROW. So you are definitely getting it hot off the presses.
- So we actually have MORE tips than the ones you see here on promotion and engagement of your talent brand, but in the interests of making sure we leave some time open for Q&A we’re not sharing those on this webcast. Instead, look out for your follow-up email after this event which will include a link to our brand new employer brand playbook, which we’re publishing TOMORROW. So you are definitely getting it hot off the presses.