Slides van de webcast, Houd je werkgeversmerk in topconditie - How to build and nurture your employer brand

1. Houd je werkgeversmerk in topconditie
Webcast

2. Even voorstellen
Eelco van der Vorm
Strategic Talent Brand Consultant
Henk Ritmeester
Senior Customer Success Manager
Caroline de Vos
Associate Marketing Manager

3. Volgens het Recruiting Trends rapport 2016 vindt 51% van de
bedrijven het versterken van het werkgeversmerk een topprioriteit.

4. Agenda
• Social Economics
• Candidate journey
• Employer Brand – Segmentation
• Followers

5. Social Economics
De stappen van
Radio naar Internet

7. 7
The New Path to Hire: Flight Map

8. Employer Branding

9. Make an impact;
Candidate Journey

10. Unaware
How Employer Brand works for Talent Acquisition

11. Start the conversation
Proactively bring those hard-to-reach
candidates into your funnel
Build relationships
Win them over with content that
matters to them in a voice they can
relate to
Convert
From followers to candidates through
outreach for the right opportunities
Hire
The right people, efficiently
Aware
Engaged
Considering
Hire
Target Members
Brand Ambassadors
How Talent Brand works for Talent Acquisition

12. Talent Brand

14. Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates what
your talent – past, present
and potential - thinks, feels
and shares about your
company as a place to work.
Evolving Language:
The Emergence of Talent Brand

15. Lower cost per hire by
up to 50%.
Reduce employee
turnover by up to 28%.
Influence the conversation
with candidates. If you
don’t, someone else will.
91%
of companies increased
or maintained their talent
brand spend in 2012.
Source: What’s the Value of your Employment Brand? lnkd.in/valueofEB
3 reasons to invest in your talent brand

16. • Use Talent Brand
Index to prioritize
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling
data
• Bring partners to
the table
• 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
• Upgrade profiles
(yours/team’s)
• Leverage your
employees’
presence via
Work with Us
• Brand via Jobs
• Build out your
hub – Company
and Career
Pages
• Use targeted
status updates
and APIs to
engage
Five steps to a strong talent brand

17. 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.
8 golden rules to promote and protect your talent brand
01
02
03
04
05
06
07
08
Step 4: promote and engage,
following these rules

18. Avoid overly-creative job titles.
Tie the job to your LinkedIn Company Page.
Give high-priority positions extra oomph
with Sponsored Jobs
SCIENCE
50%
of job applications on
LinkedIn are via paths
other than search ART
Use your job post as a talent brand vehicle.
Showcase the position’s impact.
Try a conversational tone.
Craft job posts for passive AND active candidates

19. Think visually.
Use bold images to give a real-world
glimpse into your organization.
Think digitally.
Whatever you say, keep it brief. 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,.
Think customized.
Adapt your content to viewers based on
their LinkedIn profiles. Target based on
job function, industry, geography, etc.
Make sure your Career Page has a clear owner!
Create a strong hub via Company and Career Pages

20. Consumer Brand vs Employer Brand

21. The beauty of employer brand is
you don’t need everybody to know
your name. Only the right people..
#EmployerBrand

22. 22
of members want to see relevant and insightful
content.
of consumers trust relevant editorial content.
Why segmentation matters
68%
58%

23. Media engages target members at multiple touch points
1. Recruitment Ads
2. Sponsored Updates
3. Sponsored Jobs

24. Followers

25. 66%
OF FOLLOWERS ARE INTERESTED IN JOB OPPORTUNITIES WITH
THE COMPANIES THEY FOLLOW
Why?

26. 81%
MORE LIKELY TO RESPOND TO YOUR INMAIL
FOLLOWERS ARE

27. Of new hires followed their company
before joining
On average members start following a
company 10 months before being hired
Why?
Holistic approach
25%
10

28. of survey respondents are more likely to
consider the products & services of the
companies they follow
Why?
Holistic approach
64%

29. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe

30. 30
Content Marketing:
​ Producing information that engages
your target audience to educate and
convert
Success in marketing today is not
based solely on quantity; quality of
engagement is essential.

31. 31

32. 32
Engage, Educate, Convert.

35. • Instead of being hunted
and leaving, socially
engaged employees like to
stay at your company
• That’s because they are
more optimistic about the
companies future and
because they are more
inspirerd.
• Shortly put: it’s because
you’re nurturing the
Company #Pride

36. Educate
Awareness
215,000 154,000
It takes 40.000 to tango!

37. Your employees’ social networks are over 10x
larger than your company’s followers
While only 2% of employees share your
company’s social content, they’re responsible for
20% of your overall social engagement
A small group of people drive big results

38. Every 6 pieces of content
a LinkedIn member shares, it influences
6
2
6
3
1
profile views
new connections
job views
company page views
company page followers

39. 39
What can we create? (own branded content)
What content can we share? (external content)
Who is responsible for what types of content?
When are certain topics more relevant?
Who will be responsible for following up?
Creating a content calendar

40. 40
Waar, wanneer en hoe je publiceert

41. 41
Engage & Educate

42. 42
Engage & Educate

43. 43
Convert

44. Wat maakt mensen gepassioneerd over je bedrijf?
Transfomeer je Consumentenmerk in een Employer Brand

45. Video Coolblue - Pieter
Transfomeer je Consumentenmerk in een Employer Brand

46. 1. Check out your profile and those of your colleagues.
2. Figure out what you need to say and to whom.
3. Start posting content to those different audiences.
4. Reach outside of your existing Followers.
5. Build awareness at scale, engage at scale and convert at scale.
5 things to do today!

47. Vragen

48. ©2014 LinkedIn Corporation. All Rights Reserved.