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2. March 10th, 2016
Berlin
Employer Branding Workshop

3. Introductions
​Sebastian Rudolph
​Talent Brand Consultant
​LinkedIn

4. Session Objectives
Employer Branding Workshop
1. Understand the importance of Employer Branding, and
how it’s changed in recent years
2. How to bring your Employer Brand to life
3. Boosting your Talent Brand and influencing quality hires
through Content

5. Times have changed…

6. 6
Consumer Buying Process

7. 7
The Old Candidate Journey: Linear Path

8. 8
The New Candidate Journey: Flight Map

9. There are
many points of influence
along a candidate’s decision path
9

10. 10
To succeed, engage candidates…
Everywhere All
the
Time
Everywhere All the Time
With the right
message

11. Consumer Brand vs. Employer Brand

13. The Building Blocks of Your Brand
13
Talent Brand
Employer Brand
Employer
Value
Proposition

14. Employer Value Proposition n.
a unique set of offerings, associations and values to
positively influence target candidates and employees.

15. 1
Employer Brand n.
How you, the employer, promote your company
as a place to work

16. 5 Steps to Boosting Your Talent Brand Through Content 16
1
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.

17. What does it mean to work for
your organization?

18. of recruiters don’t
understand their own
employer brand.
50%
Corporate Executive Board- thought leadership survey.

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

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

21. The beauty of employer
branding is you don’t need
everybody to know your name.
Only the right people.

23. One brand – different audiences

24. Find out what’s important to your relevant
audiences

25. …because it’s not the same for every audience

26. Employer Brand Attributes
 Relevant– To the target audience
 Consistent– Must build trust
 Credible– Must deliver on its promises
 Inspirational– A strong brand connects on an emotional level
 Unique– Set apart from its competitors
​

27. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe

28. What is your Employer Brand?

29. So how can LinkedIn help you
realize your Talent Brand…

30. 400M+ registered members
LinkedIn: A global pool of talent
4M+
INDONESIA
3M+
PHILIPPINES
2M+
MALAYSIA
1M+
SINGAPORE
1M+
SAUDI ARABIA
23M+
BRAZIL
122M+
UNITED STATES
OF AMERICA
11M+
CANADA
33M+
INDIA
7M+
AUSTRALIA
1M+
NEW ZEALAND
4M+
SOUTH AFRICA
1M+
UNITED ARAB EMIRATES
19M+
UNITED KINGDOM
10M+
FRANCE
8M+
ITALY
2M+
BELGIUM
1M+
DENMARK
4M+
TURKEY
5M+
NETHERLANDS
2M+
SWEDEN
7M+
SPAIN
12M+
CHINA

31. Goals of your LinkedIn Careers Page
How to bring your Employer Brand to life
 Excite candidates about what’s happening at your company
 Increase awareness of hiring at your company
 Evangelize your company culture
 Increase likelihood of candidate action

32. Relevant Content

34. Simple and fun

35. 36

36. Build targeted pages

37. 5 Qualifying questions for Targeted Pages
 What are your key talent pools this year?
 Do you have a student or recent graduate recruiting strategy?
 What are the top Functions of your current jobs?
 What are the top Locations of your current jobs / where are you
expanding?
 Do these Functions or Locations have different value
propositions, messaging, content, and goals?
​ Can you custom-tailor a Career Page for them?

41. Tailor-made content for each audience
Default Europe IndiaEngineering
University APAC University London Germany - GermanAustralia & NZ
Sales
42

43. Content Marketing on LinkedIn

44. •
•
•
•
Marketing drives conversion
•
•
•

45. Marketing drives conversion

46. Content Marketing isn’t just for B2B and
B2C anymore…

47. Marketing drives conversion

48. How does your consumer brand align to your
employer brand?

49. Pop Quiz!

50. Pop Quiz!

51. The best recruiters
act like marketers
Social media keeps the conversation going1
…because you need to nurture your audience
Sales is one-to-one, marketing is one-to-many2

52. Creating ‘followers’ can
fuel your success
? ? ?
? ? ?
? ? ?
What good is a post
on Facebook if you
have no friends?
Members are 61% more
likely to share information
as a result of following
your company
61%
95% Followers are 95%
more likely to respond
to an InMail
79% of members are interested
in job opportunities from
companies they are following79%

53. The 5 Steps to Content Marketing for
Talent

54. Define you audience, get to know them,
and plan out the strategy

55. 5 Types of Content Followers love

56. The Ideal Mix

57. Corporate / Product / Company News
•
•
•
•
•

58. Thought Leadership
•
•
•
•

59. Events
•
•
•

60. Talent Brand – Culture Related
•
•
•
•
•

61. Talent Brand – Jobs Related
•
•
•
•

62. Just for Fun!
•
•
•

63. But don’t just base your Talent Content
on external sources of inspiration… look
internally as well…
1. Why would someone want to work for you?
2. What percentage of your managers have received training in how to
deliver the brand experience? (Employer Brand International research
found only 46% have!)
3. What is the perception employees and candidates have about your
employer brand?
4. What level of visibility do you have of your employees/talent pool?
5. What percentage of your employees would recommend your company
as a great place to work.

64. Next, push out your content, and target it
Understand the size
of the audience
Select an audience that is
relevant to the content
Content gets pushed only
to the relevant audience
Target content based on
Company Size, Industry,
Function, Seniority and
Geography
TIP: 15 Tips to Great Status Updates
Company Pages and Followers

65. Amplify further with
Sponsored Content
Post a status update on your Company Page and establish
which target audience would like to
Sponsor the post either by Cost Per Click or
Cost Per Impression.
Sponsored Updates are seen across all devices.
TIPS: Sponsored Updates
Sponsored Updates video

66. Quick Tips on the best performing
Content

67. Measure and Adjust

68. For more info…

69. ©2014 LinkedIn Corporation. All Rights Reserved.
​Sebastian Rudolph
​srudolph@linkedin.com