Presentation about Talent Branding & Followers

1. Francesco Costanzo
Customer Success Organisation
Consultant
Talent Branding and Followers
#ConnectInItalia

2. Agenda
Employer and Talent Branding
Followers ecosystem: why is it important?
How to attract and engage your followers on LinkedIn:
a talk with Barilla & Telecom Italia
Q&A

3. Is your company considered a great place to work?

4.  Employer brand is vital to improving recruiting outcomes
 Every company, regardless of industry, location, and size can
harness the power of a strong employer brand
 Social Media is leveling the playing field like never before and
in many ways
Employer Branding

5. The beauty of employer brand is
you don’t need everybody to know
your name. Only the right people.
Employer Branding

6. Your employer brand is
the messaging you
pushed to the
marketplace and
periodically refreshed.
VS
Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates
what talent thinks, feels,
and shares about your
company as a place to
work.
From Employer to Talent Branding

7. Identity
A Quality Promise
A Decision Making Short-Cut
Brand is
From Employer to Talent Branding

8. BrandBrandJobs
Traditional
Developing
Foundational
Strategic
Reactive, over-reliant on
agencies
Engage with strong pipeline
of leads and
‘silver medalists’
Team-wide pipelining
with engaged talent
communities
Build internal capabilities
to focus on passive talent
Post-and-pray
Targeted engagement
to attract highly
qualified candidates
Talent segmentation and
prioritization
Jobs on niche boards and
social platforms
Defined employer
brand strategy
Influential talent brand
engaging employees and
candidates
Understanding
of employee
value proposition
Established metrics
and benchmarks
Data driven decision
making
Sourcing
Talent Acquisition is merely
perceived as a Staff
function
Strong collaboration
with Marketing, PR,
Communications
Strategic business advisor
to Senior level Executives
Engage HR counterparts
and Hiring Managers
Partnership
A strategic approach to Talent Branding

9. Our pillars for your Talent Branding on LinkedIn
Engage with your
Followers
Express and communicate
your identity
Make your employees
speak about you

10. It’s good to have something to say,
but who’s listening?

11. Followers ecosystem: why is it important?

12. Followers ecosystem: why is it important?

13. Followers on mobile
43% of LinkedIn traffic
comes from mobile
devices. Followers
can be marketed to
wherever they are.

14. 78%More likely to accept
Recruiter InMail
6xMore likely to view
LinkedIn Career Page
Updates
Did you know that?
79%
Of members are interested
in job updates from
companies they follow

15. Key Messages
You’ll boost retention. Reduce employee turnover by up to 40%
You’ll spend less on hiring. Lower your cost per hire by 50%
You’ll shorten the time to hire, by contacting people that are already
followers of your company
You’ll influence the conversation with candidates. If you don’t, others will

16. Best Practices sharing
Francesca Lanzara
Relationship Manager
Italy
Federico Ascari
Brand Development
Projects
Victoria Antolin
Recruiting, Talent and
Career Management

17. Telecom Italia on social

18. 1%
Engagement Rate
+174Followers
95
Social actions
Sponsored Updates

19. Barilla Group on LinkedIn
120%
YoY Followers
growth
100 ͂Followers daily
growth
20
Jobs posted every
month

20. Barilla Group communication
+1.700
Employees on
LinkedIn
+186k
People Reached
+4.300
Followers

21. 1.78%
Click through rate
+11.000
Clicks
+12.000
Followers
Francesco Costanzo
Human Resources presso Barilla Group
Barilla Group communication

22. Milano, 28 maggio 2014
#ConnectInItalia