1. Live-Webinar
Mehr Kandidaten durch
einen starken Talent Brand –
So geht’s.
#HiretoWin
45 Minuten

2. Marius Förster
Account Executive D-A-CH
LinkedIn D-A-CH
mfoerster@linkedin.com
Die Vortragenden
(45 Minuten)
Carolin Fischer
Employer Branding & HR Communications
Boehringer Ingelheim
carolin.fischer@boehringer-ingelheim.com
Frank Kirchberger
Candidate Relationship Manager
Boehringer Ingelheim
frank.kirchberger@boehringer-ingelheim.com
Philipp Muehlenkord
Enterprise Marketing D-A-CH
LinkedIn D-A-CH
pmuehlenkord@linkedin.com

3. Agenda
LinkedIn Updates
How to strenghten your Talent
Brand
Employer Brand vs. Talent Brand
@ Boehringer Ingelheim

4. 365M+ registered members
LinkedIn: A global pool of talent
DACH
6M+

5. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Three core components work together to drive recruiting
effectiveness
Proactive
Sourcing
Automated
Engagement
Strategic Sourcing
and Pipelining
Metrics and
Analytics
Personalized
Job Targeting
Talent Brand
Development
5

6. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Effective ways to strengthen your Talent Brand
Proactive
Sourcing
Automated
Engagement
Strategic Sourcing
and Pipelining
Metrics and
Analytics
Personalized
Job Targeting
Talent Brand
Development
6

7. 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
Put your employees on the stage!

8. A small group of
people drive big
results
Your employees’
social networks are over
10x
larger than your
company’s followers*.
While only
2%
of employees share your
company’s social content,
they’re responsible for
20%
of your overall
social engagement*.
* Source: LinkedIn Data
** Source: Edelman Trust Barometer

9. Best in class example: Boehringer Ingelheim
9

10. Your employees‘ network
10
>25,000
Employees

12. Build
Before you start asking employees to create and share content,
take a step back to identify the right people to work with you.

14. Educate
Time to convince people to share content across social media.
Educate your employees using any of these 5methods.

16. Explain the benefits
„Be known as an expert“
„Impact our business“
Provide Social Media Guidelines
Training Sessions
Think like a Marketer
Hit the Road

17. Every 6 pieces of content a LinkedIn
member shares, it influences…
6
3
1
6
2
Job views
Company page views
Company page follower
Profile views
New connections

18. LinkedIn
Elevate

19. Empower
Now that your employees are signed up to share content, how
do you inspire them to start and continue?

20. „
Bääääm! Wir starten mit einer neuen
Arbeitgeberkampagne durch! Neugierig?
Zu Recht.
Jetzt kommt #ROT4! https://lnkd.in/dfhnh75

26. Measure
Congrats! Your employees are actively sharing content across
social media!
Ensure your talent brand and employees are successful with
these measurement tips and tricks.

27. Put a Hashtag On It
#rot4 (Otto Group)
#proudtobeoracle #Adobelife
#dreamjob
#LifeatHP
#iwork4dell

28. Employees
Posts
Reach

29. Boehringer Ingelheim 2015
Who We Are
“For 130 years, Boehringer Ingelheim
has been a successful family-owned
business.”
Headquarters:
Ingelheim am
Rhein, Germany
Employees
worldwide: more
than 47,700
Sales in 2014:
€13.3 billion
Founded:
1885
One of the world’s 20 leading
pharmaceutical companies
Products:
Prescription medicines, consumer health
care, animal health, biopharmaceuticals
Speakers
Carolin Fischer – CoE Talent Acquisition Boehringer Ingelheim
Frank Kirchberger– Recruiter Boehringer Ingelheim

30. Boehringer Ingelheim 2015
Employer Brand vs. Talent Brand
Aware or unaware – every talent has to answer the question: which
employer to choose in the almost unmanageable jungle of offers.
 A differentiating global employer brand promise is decisive.
 A brand is developed over a long period of time and through many diverse brand impressions and
contacts.
 Humans follow strong brand signals as strong brands offer not only orientation but also reassurance for
making the right decision.
 This affects not only brand trust but also decision behavior and brand loyalty.
 With a strong global employer brand you make a long-term contribution to the company‘s success by
attracting and retaining the right potentials.
 By systematically building a strong employer brand with clear and distinct key messages for the
communication to specific target groups.
 You cannot only increase your brand awareness and brand image, but also harness further
positive effects (higher employee commitment or higher public goodwill)
Boehringer Ingelheim 2015

31. Boehringer Ingelheim 2015
The way from employer brand to talent brand
Aware or unaware – every talent has to answer the question: which
employer to choose in the almost unmanageable jungle of offers.
 Develop and role out employer brand on various touch points
 Create employer brand profile on LinkedIn
 Develop a content strategy with value added content
 Develop social media guidelines for different target groups
 Use LinkedIn :
 To promote your developed content
 To promote vacant jobs
 To position your company / employee as thought leaders
 To get in touch and connect with talents
 To strengthen and highlight your employer brand
 To track metrics / success (likes, shares, comments, engagement, followers, talent brand index)
Boehringer Ingelheim 2015

32. Boehringer Ingelheim 2015
Classic recruiting vs. social recruiting
Changing demands and requirement change the role of the recruiter-
recruiter 1.0 vs. recruiter 2.0
Integration of social recruiting in classic recruiting approach –
LinkedIn as the channel of choice
Steps
 Analyze needs and define the right channel
 LinkedIn offers a holistic and global approach
 Define skillsets and redesign the role of the recruiter
Onboarding
 external training sessions (e.g. LinkedIn webinars)
 internal workshops on social media and recruiting
(lead by internal social recruiting experts) in order to onboard your recruiters
 Create or update social media guidelines – develop target group specific
“user manual” for internal use to support recruiters
Boehringer Ingelheim 2015

34. TALENT SOLUTIONS
Ressourcen
Weitere interessante Leitfäden für Recruiter und
Personalverantwortliche
- Mobile Recruiting Leitfaden – Alles für einen
gelungenen Start in die mobile
Personalbeschaffung
http://bit.ly/mobile-leitfaden
- 6 Schritter für den Aufbau Ihrer Recruiter-Marke
http://bit.ly/6-schritte-recruiterbrand
Besuchen Sie uns auf de.talent.linkedin.com
und lernen Sie mehr über die LinkedIn Lösungen für
die Personalbeschaffung mit weiteren Rezensionen,
Fallstudien und Aufzeichnungen von Webinaren.
Treten Sie gerne direkt mit uns in Kontakt. Ein Experte
für die Lösungen der Personalbeschaffung auf LinkedIn
wird Sie innerhalb von 1-2 Tagen kontaktieren:
http://bit.ly/RecruiterKontaktLNKD