1.
May 7th, 2019
Content Inspiration to
Supercharge your
Employer Brand
John Williamson
Media Solutions Consultant
Julian Constance
Global Employer Brand
Consultant

2.
Agenda
 The importance of social media and employer
brand
 How content marketing can bring your
company culture to life
 How the UKTop Companies successfully create
and deploy content
 #TalentVoices
 Video – Not as hard as you think
 Top tips and takeaways

3.
What is LinkedIn Top Companies 2019?
The 25 companies where UK professionals want to work
2.
We analyse UK members’
anonymised actions across
four main pillars: interest in
the company, engagement
with the company’s
employees, job demand and
employee retention.
3.1.
Every year, our editors and
data scientists parse billions
of actions taken by LinkedIn
members around the world
to uncover the companies
that are attracting the most
attention from jobseekers
and then hanging on to that
talent.
Company insights, such as
skills and top locations, are
sourced from LinkedIn
Talent Insights and reflect
only employees on LinkedIn.
We use headcounts
provided by the company
whenever possible.

4.
Social
media and
employer
brand
 Almost 66% of candidates say social and
digital platforms are their first go-to resource
to research a company*
 They do more research into a prospective
employer on social and professional networks
than any other channel or media*
 70% of hiring managers have made hires using
social media**
 90% of companies already do, or plan to hire
through social media platforms**
*CareerArc -The Future of Recruiting Survey 2017
**everyonesocial.com/blog/employer-branding

5.
Amazon – Why
Number 1?
 Huge focus on their roles and
what’s involved
 Their employee stories are
about life outside of Amazon
 Brilliant use of video
 Great focus on the Amazon
community and benefits

6.
BUPA
 Focus on colleague wellbeing
and care
 Champion their employees
achievements
 Sharing their other business
lines

7.
Marks &
Spencer
 Significant focus on people
 Imagery and video people-
lead
 Relaxed language, ties in
with consumer brand
 Clear calls-to-action
 Effort to build-up followers

8.
BP
 A great mix of their people
 Always talking about their
future plans
 Keeping the candidate and
client in the know
 Mix of animated and live
action video

9.
JP Morgan
 Snappy, clear introductions
 Consistent, on-brand
imagery
 Plenty of video, often with
word-ticker
 Great variety of content for
different key audiences

10.
LinkedIn Insights
“Companies which have at
least one engaged senior
leader receive 3.5X more
company/career page
views”

11.
#TalentVoices
Encourage your senior leaders
to become socially engaged…
1) Make sure profiles are up-to-
date
2) Expand their network with
colleagues, customers, peers
and other thought leaders
3) Engage with company content
4) Create content of their own
and make their voice heard
using the tag #TalentVoices

12.
Video – Natural
or Professional?
Think of the message you want
to get across and your chosen
audience.
Natural – Grad, talent sourcing,
real time events.
Professional – Brand messaging,
mission and values.

13.
Of all Internet traffic will be
video by 2021.
Videos less than 90 seconds in
length see an average retention rate
of 59%, compared to videos over 30
minutes retaining only 14% of
viewers.
77% 80%90
Video Stats
Of businesses use video on
social media

14.
Growth in video
engagement
More than 50% of
LinkedIn members are
seeing video in their
feeds on a daily basis

15.
Our very own video…
Click here!

16.
TIPS FOR MAKING
A GREAT SHORT
MOBILE VIDEO
Try and use a tripod
or steadicam
Make sure you use a clip-on
mic for perfect sound quality
Pick a room that's well lit
Always add subtitles to your
video
Try and keep it under
90seconds

17.
• Know what you hope to achieve through
content marketing
• Identify your key talent pools
• Create content you know will resonate with
your talent pools
• Devise and stick to a content plan
• Measure campaign performance, continually
test and refine
KEY TAKEAWAYS:

18.
Thank you