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Dropbox was skeptical about Talent Brand
What happened next changed their minds (and their ROI) forever
​ Stephanie Kender...
•  Introduction
•  2015: Is Talent Brand Real?
•  2016: Continuing the Momentum
•  Do's and Don'ts of Content Strategy
•  ...
Would high quality software engineers ever
apply directly to a job posting?
From Skeptic to Believer
2015: Proof of Concept
Q1
Identified challenges and
determined current
strategies were not
working as expected
Q2
Q3
Ran a...
Success Metric: Onsite to Offer Made
8%
13%
33%
0%
5%
10%
15%
20%
25%
30%
35%
Q1 2015 Q2 2015 Q3 2015
Q1 2015
Q2 2015
Q3 2...
Can we maintain the
momentum into 2016?
2016: Dropbox Business Challenges
Diversity Quality Global
Geo
Function
Industry
Skills
Seniority
A customized approach by target will pinpoint exactly who
you’re looking to recruit...
Candidate
Hire
Unaware
Interested
Familiar
 Applied
Always on
Engage prospects at all stages
Let’s Go On the Candidate Journey
The Common Trap
Are You Ready To Apply?
Not Quite…
From Familiar to Interested
Are You Ready To Apply?
First Engagement
Are You Ready To Apply?
Second Engagement
Are You Ready To Apply?
You’re Interested!
From Interested to Applied
Are You Ready To Apply?
First Engagement
Are You Ready To Apply?
Second Engagement
Branding opportunities that engage passive candidates across their
personal path to hire creates interest and preference
P...
The Dos
and
Don'ts of
creating
content
•  Do understand your audience and provide
value for them.
•  Do make your content ...
Software Engineering in the United States
Percent Change of Engaged Members
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-...
Female Engineering in the United States
Percent Change of Engaged Members
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16...
86%
Were members who had not
engaged previously
A deeper look at the numbers
All Engineer Positions in the United States
Percent Change in LinkedIn Applications
Percent Change
pegged to
January 2016
...
YoY LinkedIn Success Metric:
Onsite to Offer Made
8%
52.9%
0%
10%
20%
30%
40%
50%
60%
Q1 2015 Q1 2016
Q1 2015
Q1 2016
*Sou...
55%
Total Impacted Hires
78%
Total Impacted Hires
Sales
42%
Total Impacted Hires
Software Engineers
#bettertogether
Questions
​ Christy Childers
Global Employer Brand Manager,
Dropbox
​ Kevin DuBay
Customer Success Manager,
Linkedin
​ Ste...
Dropbox was skeptical about talent brand - learn what changed their mind and their ROI | Talent Connect 2016
Dropbox was skeptical about talent brand - learn what changed their mind and their ROI | Talent Connect 2016
Dropbox was skeptical about talent brand - learn what changed their mind and their ROI | Talent Connect 2016
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Dropbox was skeptical about talent brand - learn what changed their mind and their ROI | Talent Connect 2016

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Christy Childers, Dropbox
Kevin DuBay, LinkedIn
Stephanie Kender, Talent Brand Consultant

Joined by our client, Christy Childers, Global Employer Brand Manager at Dropbox (former recruiter with zero employer brand experience), we will share how her skepticism of talent brand was transformed into advocacy for LinkedIn and a new career for herself.

Continuing the conversation we started at Talent Connect 2015, we will pick up that story 12 months later, taking it from proof-of-concept to long-term ROI. Armed with more mature data, Dropbox is better prepared to tackle several challenges including diversity, quality of applicant, and managing through significant global growth. You’ll be sure to hear a candid testimonial of their journey and their ongoing partnership with LinkedIn.

Key highlights:
Talent Brand impacts your ability to engage top tech talent.
Taking control of your talent brand is critical to achieving both short term and long term hiring goals.
LinkedIn can partner with you to attain those goals.

Check out the best of Talent Connect: http://bit.ly/2e5ojNe

Publié dans : Recrutement & RH
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Dropbox was skeptical about talent brand - learn what changed their mind and their ROI | Talent Connect 2016

  1. 1. Dropbox was skeptical about Talent Brand What happened next changed their minds (and their ROI) forever ​ Stephanie Kender Talent Brand Consultant, LinkedIn @slk5002 ​ Christy Childers Global Employer Brand Manager, Dropbox @christychilders ​ Kevin DuBay Customer Success Manager, LinkedIn @kevindubay
  2. 2. •  Introduction •  2015: Is Talent Brand Real? •  2016: Continuing the Momentum •  Do's and Don'ts of Content Strategy •  Results and ROI •  #BetterTogether •  Q&A
  3. 3. Would high quality software engineers ever apply directly to a job posting? From Skeptic to Believer
  4. 4. 2015: Proof of Concept Q1 Identified challenges and determined current strategies were not working as expected Q2 Q3 Ran a Lead Capture campaign to target LinkedIn members who were viewing jobs but not applying with targeted messaging and a simple opportunity to "raise their hand." Results were astounding
  5. 5. Success Metric: Onsite to Offer Made 8% 13% 33% 0% 5% 10% 15% 20% 25% 30% 35% Q1 2015 Q2 2015 Q3 2015 Q1 2015 Q2 2015 Q3 2015 *Source of Hire: LinkedIn
  6. 6. Can we maintain the momentum into 2016?
  7. 7. 2016: Dropbox Business Challenges Diversity Quality Global
  8. 8. Geo Function Industry Skills Seniority A customized approach by target will pinpoint exactly who you’re looking to recruit • Geography (Global, Country, State, City/Metro) • Industry (What a company does) • Job Function (What an individual does) • Seniority (Manager, Director, VP in job title) • Company Size (Current) • Language • Current Company Name • Group by keyword (including Diversity) • Gender • School Name, Degree Type • Age • Skills & Specialties by keyword • Job Title by keyword LinkedIn Targeting Options
  9. 9. Candidate Hire Unaware Interested Familiar Applied Always on Engage prospects at all stages
  10. 10. Let’s Go On the Candidate Journey
  11. 11. The Common Trap
  12. 12. Are You Ready To Apply? Not Quite…
  13. 13. From Familiar to Interested
  14. 14. Are You Ready To Apply? First Engagement
  15. 15. Are You Ready To Apply? Second Engagement
  16. 16. Are You Ready To Apply? You’re Interested!
  17. 17. From Interested to Applied
  18. 18. Are You Ready To Apply? First Engagement
  19. 19. Are You Ready To Apply? Second Engagement
  20. 20. Branding opportunities that engage passive candidates across their personal path to hire creates interest and preference Prospect Hire Unaware •  I don’t know what it’s like to work at Dropbox •  I don’t know that Dropbox has a diverse environment with perks that support diverse backgrounds •  I don’t know all the amazing accomplishments Dropbox has made •  I don’t know Dropbox has a role that fits my background Interested Applied Aware Familiar Dropbox? I never thought about working there before, but see there’s a relevant job for me in my area. Dropbox is on the hunt for talent like me, and I am really interested in them as a company. Dropbox has a team that inspires me and cares about what I care about.
  21. 21. The Dos and Don'ts of creating content •  Do understand your audience and provide value for them. •  Do make your content simple and concise •  Do use personal quotes/testimonies from team members •  Do specify location and skill set •  Don’t only post job postings or self-serving ‘I’m hiring’ posts •  Don’t just talk about your unlimited snacks •  Don’t assume you can copy/paste from one geo location to the next
  22. 22. Software Engineering in the United States Percent Change of Engaged Members Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 55%! 51%! 22%! 25%! 197%! 178%! 210%! 211%! 198%! 193%! 247%! Percent Change pegged to August 2015 Engagement = •  Job Views •  Follower •  Company/Career Page Views
  23. 23. Female Engineering in the United States Percent Change of Engaged Members Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Percent Change pegged to August 2015 Engagement = •  Job Views •  Follower •  Company/Career Page Views 92% 74% 34% 31% 291% 249% 285% 314% 263% 226% 322%
  24. 24. 86% Were members who had not engaged previously
  25. 25. A deeper look at the numbers
  26. 26. All Engineer Positions in the United States Percent Change in LinkedIn Applications Percent Change pegged to January 2016 Jan-16! Feb-16! Mar-16! Apr-16! May-16! Jun-16! Jul-16! 42%! 40%! 74%! 75%! 92%! 113%!
  27. 27. YoY LinkedIn Success Metric: Onsite to Offer Made 8% 52.9% 0% 10% 20% 30% 40% 50% 60% Q1 2015 Q1 2016 Q1 2015 Q1 2016 *Source of Hire: LinkedIn
  28. 28. 55% Total Impacted Hires
  29. 29. 78% Total Impacted Hires Sales
  30. 30. 42% Total Impacted Hires Software Engineers
  31. 31. #bettertogether
  32. 32. Questions ​ Christy Childers Global Employer Brand Manager, Dropbox ​ Kevin DuBay Customer Success Manager, Linkedin ​ Stephanie Kender Talent Brand Consultant, Linkedin

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