Top tips for measuring the return on
investment of your Talent Brand
strategy

On stage today
Lindsay Brady
Insights Manager
Catherine Schlieben
Director of Recruitment
#intalent
@LinzliA @CSchlieben

What is Talent Brand?
#intalent

Today’s session
Why should you care about measuring your Talent Brand?
Tips for starting to build your Talent Brand strategy
How can you measure ROI of your Talent Brand strategy?
All sources LinkedIn surveys or data unless otherwise stated
#intalent

Why should you care about measuring
your Talent Brand?

52%
of UK professionals look for opportunities in
an organisation that has
a reputation as a great place to work

Lack of Talent Brand is a big sourcing obstacle
What are your company's biggest obstacles to attracting the best talent?
17%
29%
35%
40%
47%
#3
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Competition
Compensation
Lack of awareness of or interest in our employer brand
Location
Inability to effectively use data to improve our approach
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent

‘Lack of Talent Brand’ is becoming a bigger obstacle
What are your company's biggest obstacles to attracting the best talent?
23%
35%
31%
+12%
points
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
2014
2013
2012
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent

Talent Brand is now more of an obstacle than location
What are your company's biggest obstacles to attracting the best talent?
10%
23%
25%
37%
45%
17%
29%
35%
40%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Competition
Compensation
Lack of awareness of or interest in our employer brand
Location
Inability to effectively use data to improve our approach
2014
2012
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent

61%
of UK Corporate Recruiting Leaders tell us
they are investing more in employer
brand than they have before

Tips for starting to build your
Talent Brand strategy

Get buy in from key stakeholders
Start small
Agree success metrics up front
@CSchlieben @LinzliA #intalent

Why should your stakeholders care?
Use market intelligence
Help your key stakeholders understand
why they should care about investing in
the company’s Talent Brand
#intalent

Why should your stakeholders care?
Use visuals
Show how your company’s Talent Brand
is currently represented across different
channels
#intalent

Why should your stakeholders care?
Use visuals
Show how your company Talent brand
is currently represented across different
channels
#intalent

Why should your stakeholders care?
#intalent
Use visuals
Show how your company’s Talent Brand
is currently represented across different
channels

Why should your stakeholders care?
Use competitive comparisons
How effectively is your Talent Brand represented across
channels compared to competitors?
#intalent

Get buy in from key stakeholders
Start small
Agree success metrics up front
@CSchlieben @LinzliA #intalent

Start small
Identify the right business need to address
1. Critical to the business
2. Specific targeted talent requirements
3. Short time frame for hiring
#intalent

Get buy in from key stakeholders
Start small
Agree success metrics up front
@CSchlieben @LinzliA #intalent

There is no “silver bullet”
Agree quantifiable metrics of success up front
1. Present options available for measurement
2. Keep the list of agreed metrics short
3. Set targets both for short term and long term
#intalent

If you can’t measure it,
you can’t manage it.
@CSchlieben @LinzliA #intalent

How can you measure ROI of Talent
Brand strategy?

Let’s put these learnings into action

Profile of hires for WorldPay
Corporate
Support
Managers
Location:
ü Singapore
Skills:
ü Relationship management
ü Technical sales
ü 5 years+ experience

How can you measure ROI on Talent Brand investments?
Immediate
Results
Competitive
Impact
Final
Outcomes
@CSchlieben @LinzliA #intalent

How can you measure ROI on Talent Brand investments?
Immediate
Results
Competitive
Impact
Final
Outcomes
@CSchlieben @LinzliA #intalent

Immediate
Results
LinkedIn Followers in Singapore increased 1000
800
600
400
200
0
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
+62%
in the first
month
#intalent

LinkedIn Career Page views in Singapore
increased
600
400
200
0
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
8X
increase in
Career Page
Views in the
first month
Immediate
Results
#intalent

How can you measure ROI on Talent Brand investments?
Immediate
Results
Competitive
Impact
Final
Outcomes
@CSchlieben @LinzliA #intalent

Talent Brand Index is a measure of the
effectiveness of engaging your target talent
Talent Brand Reach
Talent that’s familiar with you as an employer
o Viewing employee profiles
o Connecting with your employees
Talent Brand Engagement
Talent that is interested in you as an employer
o Researching company & career pages
o Following your company
o Viewing jobs and applying
905K
members
163K
members
Competitive
Impact
#intalent

WorldPay has a Talent Brand Index of 18%
globally
Talent Brand Reach
WorldPay Talent Brand Index
Talent Brand Reach
Talent Brand Engagement
Talent Brand Engagement
905K
members
163K
members
= 18%
Competitive
Impact
#intalent

WorldPay has a strong Talent Brand Index
of 44% in Singapore
Talent Brand Reach
WorldPay Talent Brand Index
Talent Brand Reach
Talent Brand Engagement
Talent Brand Engagement
12,795
members
5,664
members
= 44%
Competitive
Impact
#intalent
Singapore

Talent Brand Index has increased Singapore
……and is now ahead of peer average
Competitive
Impact
6% 6% 7% 8%
10% 11%
70
29%
44%
52%
60%
50%
40%
30%
20%
10%
0%
#2
Talent Brand Index
#intalent

14000
12000
10000
8000
6000
4000
2000
0
The success in Singapore also increased
Talent Brand engagement in Asia
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Competitive
Impact
Talent Brand Engagement Volume #intalent

How can you measure ROI on Talent Brand investments?
Immediate
Results
Competitive
Impact
Final
Outcomes
@CSchlieben @LinzliA #intalent

Final
Outcomes LinkedIn impacted +69% of Singapore hires
44%
Of hires were following
Worldpay on LinkedIn
before being hired
11
Viewed a LinkedIn media
ad or a WorldPay job
before being hired
#intalent

Final
Outcomes
Investment in Talent Brand drove strong results &
high return on investment for WorldPay
Time to
Hire
Cost of
Hire
Agency
Usage
-25% -30% now 8%
#intalent

How can you measure ROI on Talent Brand investments?
Immediate
Results
Competitive
Impact
Final
Outcomes
@CSchlieben @LinzliA #intalent

What have I learnt from this initiative?
Invest time before you begin
Align your recruitment process
Sh are results on the wider impact outside of
placements
@CSchlieben @LinzliA #intalent