1.
The Quest to Quantify:
Measuring The Impact of
Your Talent Brand
@EdNathanson
www.redpilltalent.com

2.
This is your audience without awareness of
your Employer and Talent Brand

3.
First things first…..

4.
Step 1: Learn the Language

5.
Employer Brand
How
you,
the
employer,
promote
your
company
as
a
place
to
work.

6.
Talent Brand
The
highly
social,
totally
public
version
of
your
employer
brand
that
incorporates
what
talent
thinks,
feels,
and
shares
about
the
organiza@on
as
a
place
to
work.

7.
Sorry – but this is yesterday folks

8.
Today

9.
1
LinkedIn
Global
Talent
Trends
2015,
May
2015.
hIp://linkd.in/1LFQmL9
50% of global professionals discover new
job opportuni9es through word of mouth.1
“This place is sweet – pass it on”

10.
The Funnel - what it should be vs what we all
do

11.
This stuff matters – big time
Corporate
Responsibility
Magazine
asked
1,000
+
people
in
North
America
about
the
impact
of
a
company’s
reputa@on
on
their
willingness
to
accept
a
job
offer.
93% of those currently employed would leave their
current job to work for a company with a good reputa9on.
76% of people, (even if unemployed!), say they’d be
unlikely to accept a job offer from a company with a bad
reputa9on.

12.
This stuff matters – big time
Corporate
Responsibility
Magazine
asked
1,000
+
people
in
North
America
about
the
impact
of
a
company’s
reputa@on
on
their
willingness
to
accept
a
job
offer,
they
learned
33% would be tempted with a
much lower bump in pay if the offer
came from a company with a good
reputa9on.

13.
Step 2: Find your partners

14.
This is NOT B2B – this is B2P
Brand
messaging
Video
Blogs
Imagery
Spotlights
Career
site

15.
When talent and consumer brand work
together

16.
Your social profiles matter

17.
One # and one destination to rule them
all

18.
One # and one destination to rule them
all

19.
One # and one destination to rule them
all

20.
One # and one destination to rule them
all

21.
It ain’t going away folks

22.
Step 3: Measure what matters

23.
YTD Global AOrac9on Funnel
4917Total # of Applicants
Referrals
154
Sourced
253
Inbound
4499
Internal
11
94Total # of Hires
Converted Hire
Channel
Total # each
Attraction Channel
29 25 37 3

24.
Showing Value to the Big Dogs
A/rac1on
Metrics
• Total
Hires
YTD
–
94
• Q1
Total
Hires
–
37
• Q2
Total
Hires
–
57
• Q1
2014
–
6
• Q2
2014
-­‐
23
• Q1
Total
Candidates
in
Pipe
–
3010
• Q2
Total
Candidates
in
Pipe
–
4036
• Total
Candidates
in
Pipe
FY
2014
–
4115
• Q1
Candidate
Conversion
–
1.25%
• Q2
Candidate
Conversion
–
3.03%
Branding/Engagement
• LinkedIn
• Twi/er
• Instagram
• Facebook
• GlassDoor
(Re-­‐Branded)
• Google
+
• LinkedIn
Impressions
(6months)
–
1.38m
• TwiIer
Impressions
(6months)
–
85.6K
• Glassdoor
Impressions
(6months)
–
52.5K
• Monthly
Employee
Spotlights
–
Total
Collec@ve
Impressions
–
26.2K
Other
• Rolled
out
Candidate
Survey
for
all
Candidates
who
are
Interviewed
• Candidate
Ra@ng
–
8.4
/10
• 8
new
Glassdoor
reviews
this
quarter
–
ranking
currently
4.2
up
from
3.9
• Latest
EB
Video
up
1354
views
this
quarter
to
4,502
Total
views
since
launch.

25.
Showing Value to the big dogs part 2 – the
revenge

26.
Before “B2P” – a one way conversa9on

27.
AYer!

28.
Like IPAs? Our engineering team does and
had a great time brewing some last night.
Want to join them next time? @curaspan

29.
People usually dread coming to work on
Mondays. Not the @CloudLock engineering
team in Waltham, as evidenced by me
witnessing Pinata action at 8:30 AM?! Join us!

30.
Does it work?
CloudLock:
• 256% increase in inbound applications
• 44% LinkedIn follower growth
• 843% growth in monthly views on GlassDoor.com
• 50% increase in page views on Cloudlock Careers site
• 233% increase in hires over the same time period in 2014
• BBJ Best Places to Work 2015

31.
Does it work?
Talend:
- 4,762 total inbound applicants 2014 – 3015 in Q1 2015 alone
- 966% increase in hires Q1 2015 over Q1 2014
- 235% increase on monthly Glassdoor.com views
- 46% LinkedIn follower growth
- Q1 86 days time to fill – Q1 2015 52 decreased 40%
- Top 10 Big Data Companies to work for - Forbes

32.
Step 4: Beware of pitfalls

33.
How to fail at this stuff - miserably

34.
Careers site – the destination matters!

35.
The not so good (being kind here)…..

36.
You have no content – or if you do it’s not
good

37.
Step 5: Get started
• Brand theme/messaging – # theme name for all social outlets
• Video – Anchor video – Theme videos every 3 month cadence
• Blogs – Employee Spotlights, blogs by execs or employees on a monthly cadence
• Imagery – unleash your employees. Images taken from daily life, existing content, events, office
happenings, team outings, etc.
• Spotlights – develop a cadence focusing as much on diversity as possible
• Career site – tie in to # and include real images of employees in work and fun – drive people to one
place
• Cadence !
• Ownership – divide and conquer with weekly meetings of channel owners
MUST BE “REAL” AND NO “CORPORATE SPEAK”
This is NOT B2B – This is B2P!!!!

38.
Some trends

39.
Some trends

40.
Some trends

41.
Some trends

42.
Some trends

43.
Some trends

44.
Enable your teams!
• Social lunch and learn
• Orientation – start at onboarding!
• Contests
• Recognition
• No Big Brother!
• Measure Measure and Measure
• Show them value to THEM : referrals, profile, employment
brand
• Glassdoor – ask – don’t push

45.
Your audience with a great talent brand!