1.
Talent Brand ROI:
Metrics Speak
Louder Than
Words

2.
Meet your presenters
#TalentTrends 2
Meet your presenters

3.
Agenda
① Talent brand is your greatest
competitive advantage
② Building a framework: ROI
metrics and success partners
③ Building a business case
with your executive team

4.
Lippincott and LinkedIn
partnered to assess the
economic potential of a
company with a compelling
brand: Consumer and Talent.
The research shows
companies with a strong TBI
and BrandView score have a
5 year cumulative growth in
shareholder value of 36%.
Talent brand should have same focus as corporate brand
+10% + 36%
-6%
+28%
TalentBrandPower
(LinkedInTalentBrandIndex)
LowHigh
Consumer Brand Power
(Lippincott Brand/View Scores
Low High
Cumulative growth in shareholder value over 5 years*
*Cumulative stock
performance over
5 year period.

5.
Employer Brand n.
How you, the employer, promote your company as a place to work
Talent Brand n.
the highly social, totally public version of your employer brand
incorporating what talent thinks, feels, and shares about your company
as a place to work
a significant asset for both hiring/retaining great talent and promoting
your corporate image to the market

6.
1 | Talent Brand Is Your Greatest
Competitive Advantage

7.
believe talent brand
strength makes a
“significant impact”
on ability to hire
77%
Average reduction
in cost per hire
50%
Average reduction
in turnover
28%
talent professionals
who say talent
brand is a top
priority in 2015
56%
We know that talent brand is important
Source: LinkedIn Global Recruiting Trends Report, Nov 2014

8.
60%
of the decision process
is complete prior to
any interaction with
your business

9.
Reputation is a critical factor
Global Recruiting Trends 2014
Which of the following is the most important if you were to consider a new job?

10.
Online job boards
Social Professional
Networks
Word of mouth
Company Websites
Professional Groups
Search engines
Online Advertising
60%
56%
50%
40%
23%
23%
20%
Social networks are the most important channel
for talent leaders
Social media (e.g. Facebook Twitter)
Online professional networks (e.g. LinkedIn)
Company website
Global Recruiting Trends 2016:
Most effective employer branding tools
Talent Trends 2015:
Most popular channels for finding next opportunity

11.
2 | Build A Framework:
ROI Metrics & Success Partners

12.
However beautiful the strategy, you
should occasionally look at the results.
Winston Churchill

13.
Attract RetainRecruit
What’s your goal?

14.
Four simple metrics
Want to go
an extra step?
New hire
alignment
Metric 1
Social follower
quality
Metric 2
Talent
response
rate
Metric 3
Applicant
quality
Metric 4
Time to
hire

15.
Know who your followers are:
• Function
• Seniority
• Industry
• Company size
Adapt your talent brand strategy for different audiences
Metric 1: Social follower quality

16.
17
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%

17.
• 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
Metric 1: Tips for visualising your success

18.
Metric 1: Who are your partners?
Will be able to define
and communicate
your workforce plan
for you.
Will be able to help with
messaging to your
audience.
What do they want to
hear, what is trending, do
you have any thought
leadership content?
Will help you understand
what the follower base
looks like and how it has
changed over time. This
will help measure the
success of your efforts.
Sourcing
for: Talent
Segments
Marketing/C
omms
for: Content
LinkedIn
Relationship
Manager
for: Data
Analysis

19.
Metric 2: Talent response 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.

20.
Metric 2: Tips for visualising your success
As your talent brand strengthens, you should see an
increasing response rate from targeted talent pools
13% or below  evaluate your inMail strategy
Track targeted follower change as part of overall follower growth

21.
Metric 2: [in]sight - Use your analytics
Data point Insights
Years in current role Break down analytics of accepted, declined and no response. If a
high number of recipients have been in their role < a year, need to be
more strategic and considered about who you are contacting
How personal are you making it? Identify how often you are contacting people with shared interests,
connections, experience etc and which are the most common
Template Usage The higher the % of template usage, the less personal/bespoke your
message.
Team data Compare yourself to your team. If you are falling behind in
comparison, identify a high achieving team member to leverage
templates, content.

22.
Metric 2
Talent Response Rate
Metric 2: Who are your partners?
Most
connected
employee
for:
Hiring
manager
Recruiter
Average InMail response
rates when first degree
employees reached out
Average InMail response
rates when recruiters reached
out
85% 28%
VS

23.
Metric 3: Applicant Quality
Who are the quality
candidates for you?
• Subjective  What does it
mean to your company?
• Good fit for the company
• Good fit for the role

24.
Metric 3: Applicant Quality
75%
measure quality of hire through
new hire performance evaluation50%
measure quality of hire through
turnover or retention statistics49%
measure quality of hire through
hiring manager satisfaction43%
Global Recruiting Trends 2016:
Most valuable metric that you use to track your recruiting team’s performance

25.
Tips for visualizing your success
0
10
20
30
40
50
60
70
Week 1 Week 2 Week 3 Week 4
#ofapplicants
Non-quality
Quality
Metric 2: Tips for visualizing your successMetric 3: Tips for visualising your success
Stack quality vs. non-quality candidates on a chart

26.
Metric 3: Who are your partners?
Anecdotal feedback
on the quality and
culture fit of
applicants.
What do you talent
flows look like? Where
are you sourcing
candidates
From/which companies
are they going to?
Start measuring
retention rates of
applicants sourced
through different
channels.
.
Hiring
Manager
For: Culture
Fit
HR
For:
Retention
LinkedIn
Relationship
Manager
For: Talent
Flows

27.
Metric 4: Time To Hire
Company with a strong
talent brand on
LinkedIn report a
20%
Faster rate of hire
Your talent branding
activities should build a
strong pipeline and start
more conversations with
qualified talent, thereby
lowering your time to hire.

28.
Time to hire for engineering roles Time to hire for engineering vs. all roles
0
5
10
15
20
25
30
35
40
Week
1
Week
2
Week
3
Week
4
Week
5
Days
Engineering -
time to hire
0
5
10
15
20
25
30
35
40
Week
1
Week
2
Week
3
Week
4
Week
5
Engineering
- time to hire
All roles -
time to hire
Metric 4: Tips for visualising your success
Track time to hire as a whole, or for specific roles

29.
30
What’s new title?? Ongoing measurement? - Elle
Surveys are an easy, cost effective way
to keep in touch!
Internal:
Emp. engagement surveys, new hire
surveys: 3 months to test talent brand
authenticity (again at 12-18 months)
External:
Silver medalist candidates
Talent brand measurement & ROI is ongoing
Surveys
(Internal &
External)
Referrals
LinkedIn
Insights
Measure your talent brand
against peers, engagement.

30.
Referrals grow as a key source of quality hires
75%
Global Recruiting Trends 2016
Most essential and long-lasting trends
in recruiting for professional roles?
Most important source for quality
hires in last 12 months?

31.
3 | Building a Case:
How to elevate talent brand conversations and
demonstrate success with your executive team

32.
57% At socially-engaged
companies employees
are 57% more likely to
leverage social media
to drive sales
40% More likely to appear
more competitive
58% More likely to
attract talent
Source: relationships Matter, LinkedIn & Altimeter Group, 2014
Today’s top
performing leaders
are social
leaders.*
* 76% of executives say they would rather work for a social CEO (The Social CEO: Executives Tell All,
Weber Shandwick, 2013)
Around the world and across
industries, top executives who
were once convinced that social
media wasn’t worth their time,
now consider their participation
in these networks as essential
to their role.
As a result, more and more top
executives see the benefits of
being open and transparent and
take part in the social revolution.

33.
Today’s top performing leaders are social leaders.
SIR RICHARD BRANSON
FOUNDER & CEO,
VIRGIN GROUP
MIKE SMITH
CEO, ANZ
MARK PARKER
CEO, NIKE
Social media is helping
us unite and expand. We
have never been closer
to our consumers.
In social media our strategy is
rapidly evolving. It is centered
on ANZ participating in the
social web through our
organization and through our
people. This includes me as
CEO, my management team
and ultimately all our people.
Embracing social media isn’t
just a bit of fun, it is a vital
way to communicate, keep
your ear to the ground and
improve your business.
“
”

34.
LinkedInTalentBrandIndex
Lippincott Customer BrandView Index
36%
28%-6%
10%
HighLow
HighLow
Cumulative Growth in Shareholder Value over 5 years:
Talent brand impacts bottom line (and top line!)

35.
Business
Critical
Appetite to
innovate
Hard
to fill
Invest
in talent
community
Where to get the business started

36.
Business
Goal
Talent
Goal
Talent Brand
Challenges
Communication
Objective
Risks of not hitting
hiring goals
Provide a best
in class online
experience for
customers to
engage with
our brand and
projects
Expand our APAC
digital team by 200
over the next 12 – 18
months with an
emphasis on female
talent
Talent knows and
understands our
consumer brand but
know what it’s like to
work here
There is a shortage
of talent in this sector
and we are competing
against big brands for
digital talent – Google,
Microsoft, Airbnb, Big
Banks
To organically place
ourselves at the heart
of digital professionals
in APAC and redefine
the digital possibilities
of working for our
company
Failure to innovate digitally
means we will lag behind
our competitors resulting in
significant $xx reduction in
revenue
Business & talent alignment

37.
Reputation aside, you should know what those
open roles are costing your company
Average Daily Revenue
per Lost Employee =
Daily Revenue Lost =
Daily Revenue Lost =
(Total Annual Revenue ÷ # of employees)
250 working days per year
Position’s salary
250 working days
Simple Salary
Multiplier
X
Total Annual Revenue Generated by Position
250 working days
What’s your cost of not investing?

38.
Followers
Our company: 90,000
Goal: 110,000 by Jan ‘16
Response Rate
Current: 28%
Goal: 38% in 6 months
Followers are 80% more likely to respond to an InMail
Quality of hire Time to hire
Dept
Now
(days
)
Goa
l
Days
saved
Cost
saving
(per
head)
Hiring
volume
(yearly
)
Annual
saving
IT &
Digital
50 45 5 $10k 16 $160k
Shared
Services
34 31 3 $8k 8 $64k
Sales 28 24 4 $30k 19 $570k
Marketing 30 28 2 $16k 3 $48k
TOTAL SAVING $866k
Source
Avg.
tenure
Retention
(6 mths)
Retention
(12 mths)
LinkedIn 3.5 95% 89%
Referral 4.3 93% 89%
Job board 2.2 78% 71%
Agency 1.8 80% 55%
Talent flows: Top 3
companies hired from:
Competitor x
Competitor y
Competitor z
Industry Benchmarking
Competitor a: 118,990
Competitor b: 117,606
Competitor x: 113,193
Competitor y: 81,099
Competitor z: 76,360
For executives: use a performance scorecard

39.
Key Takeaways:
① Talent brand impacts your bottom line
② Measurement is key
③ Bring your partners on the journey

40.
Questions?

41.
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