The nonprofit sector has the highest percentage of purpose driven employees. To date, they've been most successful at hiring in this space.

1. Don’t Lose
Your
Nonprofit’s
Edge
​The Art & Science of Recruiting
Purpose Driven Employees

2. 3
HELLO
David Ellis
Senior Manager,
LinkedIn for Good
Lauren Vesty
Nonprofit Marketing,
LinkedIn For Good

3. 4
WHAT TO TAKEAWAY FROM TODAY’S PRESENTATION
Bring purpose into your talent
initiatives by:
• Focusing on talent brand
• Integrating purpose into the candidate
journey
• Creating a culture of inspiration
Purpose
Competitive
Landscape
How
Why it’s becoming a
talent priority
Nonprofits vs.
purpose led for-profits

4. 5
HOW WE’LL TALK ABOUT PURPOSE
Industry
trends
Nonprofit talent
insights
Integrating with
talent

5. 6
Why
Purpose?

6. 7
DEFINITION OF PURPOSE DEPENDS ON THE VIEW
From the From the
Company’s
perspective
Individual’s
perspective

7. 8
PURPOSE CAN BE FOUND IN OPERATIONS

8. 9
PURPOSE IS INFILTRATING RECRUITING
At Nike, curiosity is life.
Technology, sports, connectivity,
sustainable design and science
unlock an incredible opportunity to
experiment like never before.
Interns are vital contributors to the
company’s relentless pursuit of
advancing human potential.

9. 10
PROGRESSION OF PURPOSE IN BUSINESS
Talent is the way to differentiate –
companies are bringing purpose internally.
Corporate social
responsibility –
donating money
Purpose in
business –
sustainability and
ethical business
practices
Employee
engagement –
giving back
through
volunteerism
Recruitment /
retention
of purpose driven
employees
Future state
Every company
will have a
defined purpose.
People will
choose work
depending on
where they can
have the most
impact.

10. 11
PURPOSE IS DRIVING PROFIT
​Being purpose driven has these
​benefits for a company:
Instills strategic clarity
Channels innovation
A force for transformation
Taps a universal need
Builds bridges
EY Beacon Institute – The State of the Debate on Purpose in Business

11. 12
PURPOSE ALIGNMENT UNLOCKS VALUE
… and when paired with
Companies
benefit
purpose
driven
employeesfrom a sense of
purpose … the value is incredible

12. 13
QUICK POLL
To provide for my family
To have the financial means to be independent
To achieve a certain professional status
To put my skills to use in a valuable way
To earn enough money to do what I want outside of work
To make a difference in the world
To make my parents / family / friends proud
Why do you work?

13. 14
3 MOTIVATIONS FOR WORKING
S TATUS MO NE Y
P URP O S E
2015 Workforce Purpose Index • © Imperative

14. 15
SIMILAR FRAMEWORK, DIFFERENT LABELS
Job Career Calling
Wrzesniewski, McCauley, Rozin, Schwartz. Jobs, Careers, and Callings: People’s Relations to Their Work. JOURNAL OF RESEARCH
IN PERSONALITY 31, 21–33,1997.

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PEOPLE WANT INTRINSICALLY MOTIVATING CAREERS

16. 17
PURPOSE DRIVEN INDIVIDUALS ARE GREAT EMPLOYEES
54% 30% 69%
more likely to stay
at a company for
5+ years
more likely to
be high
performers
more likely to be
promoters on the
eNPS scale*
2015 Workforce Purpose Index • © Imperative
* on Bain & Company - Measures employee
engagement and loyalty

17. 18
HIGH QUALITY EMPLOYEES CREATE POSITIVE LIFT
Source: LinkedIn data
Satisfied
employees
speaking
positively about
your company
Employer
brand
lift
Future
candidates
are 2X more
likely to respond
to a recruiter
Referrals
network
shortest time to
hire, higher
retention rates

18. 19
THIS HIGH QUALITY TALENT POOL IS LIMITED
2015 Workforce Purpose Index • © Imperative
are purpose driven and work for the work itself.
One in Four Professionals
One in Four Professionals
One in Four Professionals
One in Four Professionals

19. 20
APPROACH TALENT WITH PURPOSE IN MIND
Operating with purpose has moved beyond a
corporate social responsibility / operations
priority – it is now a HR / talent priority
Priority
Benefits
Recruiting
Companies are seeing multiple business
benefits from operating with purpose
Recruiting purpose driven talent creates a
competitive edge

20. 21
PURPOSE IN NONPROFITS
Industry
trends
Nonprofit talent
insights
Integrating with
talent

21. 22
Nonprofit
talent
insights

22. 23
NONPROFITS - HIGHEST % OF PURPOSE DRIVEN
EMPLOYEES
2015 Workforce Purpose Index • © Imperative

23. 24
NONPROFIT TALENT IS NOT FULLY SATISFIED
69%
of nonprofit talent is
very/somewhat
satisfied with their
current job
74%
US/Canada
average
Source: LinkedIn 2015 Talent Trends Report
Top 3 factors nonprofit employees prioritize in a new job:
1. Better compensation (money motivation)
2. Better professional development (purpose motivation)
3. Better fit for my skill set (purpose motivation)

24. 25
MIGRATION BETWEEN THE SECTORS
NonprofitGovernment For-profit
65,087
67,734
671,162
684,671
NET
+13,509
NET
+2,647
Source: LinkedIn site data for positions dated from March 2013 – March 2015
Nonprofit and for-profit companies
exchange the most professionals.

25. 26
PURPOSE DRIVEN COMPANIES ARE BECOMING COMMON

26. 27
TOP INDUSTRIES CONTRIBUTING TO NONPROFIT
SECTOR
Mental health care
Public relations and communications
Education management
Hospital & health care
Financial services
Government administration
Information technology and services
Marketing and advertising
Retail
Source: LinkedIn site data for positions dated from March 2013 – March 2015

27. 28
How can you tip the
scales in your favor?
Source: LinkedIn 2015 Talent Trends Report
3 out of 4
in the US / Canada are interested in
working at a nonprofit

28. 29
PURPOSE GIVES A COMPETITIVE ADVANTAGE
Nonprofits have above average percentages of
purpose driven employeesAdvantage
Balance
Edge
Migration is happening between for-profit and
nonprofits, likely based on this dynamic of
balancing purpose and compensation
Being aware of the landscape can give your
organization a competitive edge

29. 30
TAKE THEORY TO ACTION
Industry
trends
Nonprofit talent
insights
Integrating with
talent

30. 31
Integrating
purpose
with talent

31. 32
PURPOSE THROUGHOUT THE TALENT LIFECYCLE
1
2
3
Talent Brand
Recruitment
Retention

32. 33
THE OLD PATH TO HIRE WAS LINEAR
1
Search a job board
2
Apply for a job
3
Interview
TALENT BRAND RECRUITMENT RETENTION

33. 34
SOCIAL MEDIA HAS CHANGED RECRUITMENT
TALENT BRAND RECRUITMENT RETENTION

34. 35
TALENT BRAND IS THE COMMON DENOMINATOR
Talent Brand, n.
The highly social, public version of your employer
brand, incorporating what talent thinks, feels, and
shares about your company as a place to work.
TALENT BRAND RECRUITMENT RETENTION

35. 36
TALENT BRAND IS DIFFERENT FROM CONSUMER BRAND
TALENT BRAND RECRUITMENT RETENTION

36. 37
TALENT BRAND TARGETS CANDIDATES
TALENT BRAND RECRUITMENT RETENTION

37. 38
LEARN WHERE CANDIDATES SPEND TIME
Browse the homepage
newsfeed
Look at profiles Check out companies
TALENT BRAND RECRUITMENT RETENTION

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MAKE YOUR TALENT BRAND VISIBLE
Push relevant content to the
newsfeed
Brand user’s profiles Tell your brand story
TALENT BRAND RECRUITMENT RETENTION

39. 40
ACHIEVEMENT NETWORK – BRANDING ON WEBSITE
TALENT BRAND RECRUITMENT RETENTION

40. ACHIEVEMENT NETWORK BUILDS BRAND ON LINKEDIN
TALENT BRAND RECRUITMENT RETENTION

41. 42
TALENT BRAND = MESSAGE FOR PURPOSE DRIVEN
TALENT
Is the highly social, public version of your employer
brand. Incorporates what talent thinks, feels, and
shares about your company as a place to work.
Talent brand
Go beyond
Mission
There is an opportunity to go beyond your consumer
brand of your nonprofit – talk about what your
organization is like as a place to work.
Infuse your mission and purpose where
candidates can see. Appeal to the type of
candidates you want.
TALENT BRAND RECRUITMENT RETENTION

42. 43
INFUSE PURPOSE INTO RECRUITMENT
1
2
3
Talent Brand
Recruitment
Retention

43. 44
Integrating
purpose into
recruitment

44. 45
CANDIDATE JOURNEY
TALENT BRAND RECRUITMENT RETENTION
Lucy Peruit
Marketing Manager
How can you
purposefully
engage her?
Discovery Final decisionInterviewApplicationSearch

45. 46
HOW CAN YOU FIND PURPOSE DRIVEN EMPLOYEES?
TALENT BRAND RECRUITMENT RETENTION
Spotlights allow you to
easily filter results by
candidates who are more
likely to engage, based on
relationships and
interactions on LinkedIn,
including:
• Company connections
• Past applicants
• Engaged with your
talent brand
• In your competitors’
talent pool

46. 47
WHEN IN DOUBT, REACH OUT
TALENT BRAND RECRUITMENT RETENTION
Source: LinkedIn 2015 Talent Trends Report
32%
Somewhat
interested
18%
Not very or not at
all interested
50%
Extremely and
very interested
How interested are you in talking to recruiter about a
new job opportunity?
82%

47. 48
INTERVIEWING FOR PURPOSE
TALENT BRAND RECRUITMENT RETENTION
Discovery Final decisionInterviewApplicationSearch
Lucy Peruit
Marketing Manager

48. 49
QUALITIES TO LOOK FOR IN AN INTERVIEW
TALENT BRAND RECRUITMENT RETENTION
Qualities in purpose
driven employees
• More likely to be leaders
• Are dynamic and curious
• Experience their work as
making an impact
• Grow personally and
professionally at work
Qualities in non-purpose
driven employees
• Speak poorly of their employer
• Gain less from work
• Lack deep relationships at work
vs.
2015 Workforce Purpose Index • © Imperative

49. 50
THE INTERVIEW PROCESS CAN MAKE OR BREAK IT
83% 87%
say a negative interview
experience can change
their mind about a role or
company they once liked
say a positive interview
experience can change
their mind about a role or
company they doubted
TALENT BRAND RECRUITMENT RETENTION
Source: LinkedIn 2015 Talent Trends Report

50. 51
SELLING A PURPOSE DRIVEN CANDIDATE
TALENT BRAND RECRUITMENT RETENTION
Discovery InterviewApplicationSearch
Lucy Peruit
Marketing Manager
Final decision

51. 52
TOP FACTORS CANDIDATES CONSIDER
0% 10% 20% 30% 40% 50% 60%
Better location
Better fit for my skill set
Better place to work (culture)
More challenging work
Opportunities for advancement
Better work / life balance
Better professional development
Better compensation
TALENT BRAND RECRUITMENT RETENTION
Source: LinkedIn 2015 Talent Trends Report

52. 53
CULTURE AND DEVELOPMENT FOR THE WIN
Present purpose driven employees with
the opportunity of how they can make
an impact
Challenging
work
Better professional
development
Better place to work
(culture)
What educational / training programs
do you offer to improve their skillsets
and abilities?
Do you have a culture that connects
employees back to that true north?
TALENT BRAND RECRUITMENT RETENTION
Opportunities for
advancement
Do you support internal mobility? Are your
leaders promoted for the impact they make
and the culture they build?

53. 54
OFFER A FAIR COMPENSATION PACKAGE
0% 10% 20% 30% 40% 50% 60% 70%
Government statistics
Online research
Talking with colleagues
Set percentage change from last role
Depends on perceived value of role
Benchmark compensation in a similar way
to level-set expectations
TALENT BRAND RECRUITMENT RETENTION
Source: LinkedIn 2015 Talent Trends Report
How do you benchmark and determine what is a fair salary?

54. 55
INCLUDE PURPOSE IN ALL PARTS OF RECRUITMENT
TALENT BRAND RECRUITMENT RETENTION
Infuse purpose into all parts of the
candidate journey
Candidate
journey
Motivations
Final decision
While it is difficult to identify purpose outright,
bringing awareness to their motivations can
change how you look at candidates
Think about the mix of what you’re presenting to
the candidate to influence final decision

55. 56
HOLD ON TO THOSE PURPOSE DRIVEN EMPLOYEES
1
2
3
Talent Brand
Recruitment
Retention

56. 57
Employee
retention

57. 58
TRUE NORTH TIES EMPLOYEES TO PURPOSE
Purpose taps a universal need
Purpose is a motivator regardless of
differences and diversity. Unites
everyone to contribute to something
bigger.
Purpose instills strategic clarity
“True north” metric guides decisions
all over the organization.
TALENT BRAND RECRUITMENT RETENTION
EY Beacon Institute – The State of the Debate on Purpose in Business

58. 59
AIM FOR EMPLOYEE INSPIRATION, NOT JUST
ENGAGEMENT
TALENT BRAND RECRUITMENT RETENTION
Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there
Have a safe work
environment
Have the tools, training,
and resources to do
their jobs well
Can get their jobs done
efficiently, without excess
bureaucracy
Are valued and
rewarded fairly
SATISFIED EMPLOYEES:
Are part of an
extraordinary
team
Have
autonomy to do
their jobs
Learn and grow
every day
Make a
difference and
have an impact
ENGAGED EMPLOYEES:
Get meaning and
inspiration from their
company’s mission
Are inspired by the
leaders in their
company
INPIRED EMPLOYEES:
The Pyramid of Employee Needs

59. 60
INSPIRED EMPLOYEES = BETTER BUSINESS
Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there
TALENT BRAND RECRUITMENT RETENTION
Dissatisfied
74%
Satisfied
100%
Engaged
144%
Inspired
225%Inspired employees are the most
productive
PRODUCTIVE OUTPUT

60. 61
HOW TO DEFINE CULTURE
​Culture is:
A bar for what’s possible at your
organization
A powerful weapon in the war for talent
A proactive catalyst to help employees
make better decisions
A promise to your customers
Collective clarity on what it means to be
a part of your organization
TALENT BRAND RECRUITMENT RETENTION
Source: Katie Burke, Hubspot - Culture code: creating a culture employees truly love

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WIKIMEDIA FOUNDATION TRANSPARENT ABOUT
CULTURE
TALENT BRAND RECRUITMENT RETENTION

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THE MOST VIEWED CULTURE CODE - NETFLIX
TALENT BRAND RECRUITMENT RETENTION
• Judgment
• Communication
• Impact
• Curiosity
• Innovation
• Courage
• Passion
• Honesty
• Selflessness

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STEPS TO BUILD CULTURE
1
Start with founder/top
level executive buy-in.
Deciding what you
stand for as an
organization cannot
be outsourced
2
Get employees
involved, but don’t
wait for consensus
3
Don’t be afraid to list
things that you don’t
quite deliver upon yet.
Hubspot uses an
asterisk in their Culture
Code to denote things
that are still aspirational
for their organization.
TALENT BRAND RECRUITMENT RETENTION
Source: Katie Burke, Hubspot - Culture code: creating a culture employees truly love

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DATA IS NECESSARY TO MEASURE PROGRESS
TALENT BRAND RECRUITMENT RETENTION
​How do you know whether
you’re being successful?
Surveys
Collect eNPS
Get an independent firm to
collect employee voice

65. 66
CULTURE OF INSPIRATION CAN UNLOCK POWER OF
PURPOSE
Purpose is a powerful tool, one that can
motivate even better than compensationMotivation
Culture
Necessities
What is your culture? Do you have a culture that
reminds people of the mission?
Make sure your employees have the basic
necessities in place - leads to engagement, and
ideally, inspiration
TALENT BRAND RECRUITMENT RETENTION

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REMEMBER – PURPOSE AND HOW YOU CAN ACT ON IT
Industry
trends
Nonprofit
talent
insights
Integrating
with talent
• Purpose is transcending
business – now a talent
priority
• Purpose driven employees are
some of the most valuable
• Companies that pay attention
to purpose will get a
competitive edge – new way
to innovate in recruiting
• Purpose-driven companies
are cutting into nonprofits’
traditional talent pool
• Candidates switch between
the sectors, likely grappling
with purpose and
compensation
• The balance of motivations
is important to recruiting
and retaining talent – make
sure you’re not over-relying on
one area
• Incorporate purpose into
Talent Brand to drive continual
candidate awareness
• Recruitment – infuse your
organization’s purpose
throughout the recruitment
process
• Employee retention – make
sure the basic needs are met.
Aim for inspiration, not just
engagement. Build a culture if
yours is not clearly defined.

67. 68
OTHER LINKEDIN RESOURCES FOR NONPROFITS
• Find employees: 50% off a full
time job posting
• Find board members / volunteers:
90% off a job posting for a
volunteer or board member
• LinkedIn for fundraising:
Learn more
• General resources: Case studies,
tip sheets
• Advanced search: Great free tool
nonprofit.linkedin.com

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