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Using Employer Branding to Win Top Talent | Webinar

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LinkedIn Talent Solutions
LinkedIn Talent Solutions

Employer branding is critical for hiring success. Most companies agree that employer brand significantly impacts their ability to hire great talent. Industry leaders are increasingly spending more on employer branding to attract candidates and differentiate themselves. Strong employer brands have been shown to lower costs per hire and employee turnover. LinkedIn's Talent Brand Index can measure how well a company engages talent and compare it to peers to help improve employer branding over time.

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Using Employer Branding to Differentiate, Target and Win with Top Talent Dina Medeiros, Social Media & Brand Consultant LinkedIn Talent Solutions @Socalgirl #TalentBrand ©2012 LinkedIn Corporation. All Rights Reserved.
Employer branding critical to hiring success 83% Agree that employer brand has significant impact on ability to hire great talent 2 http://lnkd.in/stateofeb
It’s top of mind for companies large and small Prioritization of employer brand Top 3 long-term trends in recruiting (by company size) professionals (by company size) < 500 Employees 67% < 1,000 Employees 501-1,000 Employees 70% 1. Utilizing social and professional networks 2. Upgrading employer branding 3. Finding better ways to source passive candidates 1,000-10,000 Employees 67% > 10,000 Employees 78% > 1,000 Employees 1. Utilizing social and professional networks 69% Agree that employer 2. Finding better ways to source passive candidates brand is a top priority 3. Upgrading employer branding for their organization 3 http://lnkd.in/stateofeb
And industry leaders are spending accordingly 91% Companies that are spending more or the same on employer brand in 2012 compared to 2011 51% 40% 9% Spending More Spending Same Spending Less Why spend more on employer brand? 1. Increased belief in the impact of employer brand 49% 2. Need to raise general awareness 48% 3. Difficulty recruiting quality candidates 47% 4. Increased competition 37% 5. Difficulty recruiting candidates in specific sectors 32% 4 http://lnkd.in/stateofeb
Today’s event • We encourage questions! Dina Medeiros Please enter them in the @socalgirl chat box • Slides will be posted to Slideshare: lnkd.in/hireonlinkedin • Event hashtag: #talentbrand
#TalentBrand @socalgirl TALENT SOLUTIONS 6
What is the value of a strong Employer Brand? #TalentBrand @socalgirl TALENT SOLUTIONS
The LinkedIn Hiring Solutions Insights Team conducted 7,250 online surveys of LinkedIn members worldwide ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 8
Develop an Employer Brand framework Awareness External Employer Engagement Attraction Brand Internal Consideration #TalentBrand @socalgirl TALENT SOLUTIONS
Stronger Employer Brands financially contribute to the bottom line ~2X lower cost 28% lower per hire turnover rate #TalentBrand @socalgirl Source: LinkedIn July survey of over 4,700 talent acquisition decision-makers across 15 countries TALENT SOLUTIONS
How do you effectively socialize your Employer Brand? #TalentBrand @socalgirl TALENT SOLUTIONS
#TalentBrand @socalgirl TALENT SOLUTIONS
Today’s network #TalentBrand @socalgirl TALENT SOLUTIONS
Attracting & engaging talent “Our goal at Zappos is for our employees to think of their work not as a job or career, but as a calling.” Tony Hsieh, CEO Zappos TALENT SOLUTIONS
What can you do to gain a strategic advantage on LinkedIn? #TalentBrand @socalgirl TALENT SOLUTIONS
When you kick start your Employer Brand activity, start with these actions 1. Define the talent segments most important to your business 2. Differentiate your brand message from your talent competitors 3. Develop communication strategies to build relationships with passive and active talent #TalentBrand @socalgirl TALENT SOLUTIONS
“Building a team passionate about sustainability” TALENT SOLUTIONS
Unilever aligns their growth plans with recruitment of key target groups Supply Sales Marketing Chain Steve Fiona Bryan Senior Sales Manager Marketing Manager Logistics Analyst #TalentBrand @socalgirl TALENT SOLUTIONS
Employee networks are used to spread a positive message amongst like-minded talent #TalentBrand @socalgirl TALENT SOLUTIONS 19
…and personalised careers information is served up to provide a custom experience Custom Banner Graphic Custom Recruitment Message Relevant Jobs Supply Marketing Chain TALENT SOLUTIONS
Build long-term relationships by sending regular, targeted news updates #TalentBrand @socalgirl TALENT SOLUTIONS
The results have been impressive growing their Follower base to 270K in 10 months 90K 80K 70K 18K 60K Marketing 50K 23K Sales 40K 9K Supply 30K Chain 12K 20K 36K 10K 17K 0 Oct '11 Aug '12 TALENT SOLUTIONS
“Launching a new brand in a competitive market” #TalentBrand @socalgirl TALENT SOLUTIONS
#TalentBrand @socalgirl TALENT SOLUTIONS
Aurecon’s success is wide-reaching 15 senior roles in 6 months, saving In 4 weeks, filled 2 $750K specialist roles vacant for 12 months 8000+ new Followers in less than 12 months TALENT SOLUTIONS
What can you do? Define what makes you famous Categorize your messages Create a destination for your Populate the Careers Page Employer Brand on LinkedIn Build a Follower Base & Use Follow Button & send engage Status Updates Leverage your Employees’ Lock the down the real estate networks on Employee Profiles TALENT SOLUTIONS
©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 27
“If you can’t measure it, you can’t fix it.” ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 28
Not many say they regularly measure their employer brand in a quantifiable way only one out of three TALENT SOLUTIONS
Employer brand is top of mind for recruiting professionals Up to 91% of employers plan to maintain 50% Savings in cost per hire is or grow investment in associated with a strong employer brand employer brand LinkedIn can help you understand, measure and improve your employer brand Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries LinkedIn Confidential ©2012 All Rights Reserved TALENT SOLUTIONS 30
We first assess two important elements of your employer brand: Reach and Engagement Talent that’s familiar with you as an employer Researching company and Talent Brand career pages Engagement Following your company 264,362 members Viewing jobs and applying Talent that is interested in you as an employer Talent Brand Reach Viewing employee profiles 1,873,354 members Connecting with your employees ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
Talent Brand Index can measure your employer brand What percent of people who know about you show an interest? Talent Brand Index Talent Brand Engagement 264,362 members 14% Talent Brand Talent Brand Engagement Talent Reach 1,873,354 members Talent Brand = Brand Index Reach ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
We can compare your Talent Brand Index vs. Peers 20% 17% 15% 14% 4 of 6 Peers: Dynamic, Inc. 11% Golden Phase 9% six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand TALENT SOLUTIONS
Your Talent Brand Index varies across the functions you are looking to hire… 23% 18% 18% 15% 13% 12% Engineering Operations Marketing Media & Sales Human Communication Resources Talent easiest to engage Talent more difficult to engage ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
…and across the geographies where you have a presence 19% 15% 13% 12% 11% 11% United Canada Argentina India France United States Kingdom Talent easiest to engage Talent more difficult to engage TALENT SOLUTIONS
We can track how your Talent Brand Index progresses over time LinkedIn can help you build your employer brand and accelerate your ability to attract top talent 18% 17% 16% 15% 13.8% 14.1% 13.7% 14% 13.2% 12.9% 13% 12.6% 12% 11% 10% March-12 April-12 May-12 June-12 July-12 August-12 TALENT SOLUTIONS
Thank you! Visit talent.linkedin.com/employer-brand Dina Medeiros Social Media & Brand Consultant , LinkedIn @Socalgirl #TalentBrand #TalentBrand @socalgirl ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

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Using Employer Branding to Win Top Talent | Webinar

  • 1. Using Employer Branding to Differentiate, Target and Win with Top Talent Dina Medeiros, Social Media & Brand Consultant LinkedIn Talent Solutions @Socalgirl #TalentBrand ©2012 LinkedIn Corporation. All Rights Reserved.
  • 2. Employer branding critical to hiring success 83% Agree that employer brand has significant impact on ability to hire great talent 2 http://lnkd.in/stateofeb
  • 3. It’s top of mind for companies large and small Prioritization of employer brand Top 3 long-term trends in recruiting (by company size) professionals (by company size) < 500 Employees 67% < 1,000 Employees 501-1,000 Employees 70% 1. Utilizing social and professional networks 2. Upgrading employer branding 3. Finding better ways to source passive candidates 1,000-10,000 Employees 67% > 10,000 Employees 78% > 1,000 Employees 1. Utilizing social and professional networks 69% Agree that employer 2. Finding better ways to source passive candidates brand is a top priority 3. Upgrading employer branding for their organization 3 http://lnkd.in/stateofeb
  • 4. And industry leaders are spending accordingly 91% Companies that are spending more or the same on employer brand in 2012 compared to 2011 51% 40% 9% Spending More Spending Same Spending Less Why spend more on employer brand? 1. Increased belief in the impact of employer brand 49% 2. Need to raise general awareness 48% 3. Difficulty recruiting quality candidates 47% 4. Increased competition 37% 5. Difficulty recruiting candidates in specific sectors 32% 4 http://lnkd.in/stateofeb
  • 5. Today’s event • We encourage questions! Dina Medeiros Please enter them in the @socalgirl chat box • Slides will be posted to Slideshare: lnkd.in/hireonlinkedin • Event hashtag: #talentbrand
  • 6. #TalentBrand @socalgirl TALENT SOLUTIONS 6
  • 7. What is the value of a strong Employer Brand? #TalentBrand @socalgirl TALENT SOLUTIONS
  • 8. The LinkedIn Hiring Solutions Insights Team conducted 7,250 online surveys of LinkedIn members worldwide ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 8
  • 9. Develop an Employer Brand framework Awareness External Employer Engagement Attraction Brand Internal Consideration #TalentBrand @socalgirl TALENT SOLUTIONS
  • 10. Stronger Employer Brands financially contribute to the bottom line ~2X lower cost 28% lower per hire turnover rate #TalentBrand @socalgirl Source: LinkedIn July survey of over 4,700 talent acquisition decision-makers across 15 countries TALENT SOLUTIONS
  • 11. How do you effectively socialize your Employer Brand? #TalentBrand @socalgirl TALENT SOLUTIONS
  • 12. #TalentBrand @socalgirl TALENT SOLUTIONS
  • 14. Attracting & engaging talent “Our goal at Zappos is for our employees to think of their work not as a job or career, but as a calling.” Tony Hsieh, CEO Zappos TALENT SOLUTIONS
  • 15. What can you do to gain a strategic advantage on LinkedIn? #TalentBrand @socalgirl TALENT SOLUTIONS
  • 16. When you kick start your Employer Brand activity, start with these actions 1. Define the talent segments most important to your business 2. Differentiate your brand message from your talent competitors 3. Develop communication strategies to build relationships with passive and active talent #TalentBrand @socalgirl TALENT SOLUTIONS
  • 17. “Building a team passionate about sustainability” TALENT SOLUTIONS
  • 18. Unilever aligns their growth plans with recruitment of key target groups Supply Sales Marketing Chain Steve Fiona Bryan Senior Sales Manager Marketing Manager Logistics Analyst #TalentBrand @socalgirl TALENT SOLUTIONS
  • 19. Employee networks are used to spread a positive message amongst like-minded talent #TalentBrand @socalgirl TALENT SOLUTIONS 19
  • 20. …and personalised careers information is served up to provide a custom experience Custom Banner Graphic Custom Recruitment Message Relevant Jobs Supply Marketing Chain TALENT SOLUTIONS
  • 21. Build long-term relationships by sending regular, targeted news updates #TalentBrand @socalgirl TALENT SOLUTIONS
  • 22. The results have been impressive growing their Follower base to 270K in 10 months 90K 80K 70K 18K 60K Marketing 50K 23K Sales 40K 9K Supply 30K Chain 12K 20K 36K 10K 17K 0 Oct '11 Aug '12 TALENT SOLUTIONS
  • 23. “Launching a new brand in a competitive market” #TalentBrand @socalgirl TALENT SOLUTIONS
  • 24. #TalentBrand @socalgirl TALENT SOLUTIONS
  • 25. Aurecon’s success is wide-reaching 15 senior roles in 6 months, saving In 4 weeks, filled 2 $750K specialist roles vacant for 12 months 8000+ new Followers in less than 12 months TALENT SOLUTIONS
  • 26. What can you do? Define what makes you famous Categorize your messages Create a destination for your Populate the Careers Page Employer Brand on LinkedIn Build a Follower Base & Use Follow Button & send engage Status Updates Leverage your Employees’ Lock the down the real estate networks on Employee Profiles TALENT SOLUTIONS
  • 27. ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 27
  • 28. “If you can’t measure it, you can’t fix it.” ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 28
  • 29. Not many say they regularly measure their employer brand in a quantifiable way only one out of three TALENT SOLUTIONS
  • 30. Employer brand is top of mind for recruiting professionals Up to 91% of employers plan to maintain 50% Savings in cost per hire is or grow investment in associated with a strong employer brand employer brand LinkedIn can help you understand, measure and improve your employer brand Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries LinkedIn Confidential ©2012 All Rights Reserved TALENT SOLUTIONS 30
  • 31. We first assess two important elements of your employer brand: Reach and Engagement Talent that’s familiar with you as an employer Researching company and Talent Brand career pages Engagement Following your company 264,362 members Viewing jobs and applying Talent that is interested in you as an employer Talent Brand Reach Viewing employee profiles 1,873,354 members Connecting with your employees ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  • 32. Talent Brand Index can measure your employer brand What percent of people who know about you show an interest? Talent Brand Index Talent Brand Engagement 264,362 members 14% Talent Brand Talent Brand Engagement Talent Reach 1,873,354 members Talent Brand = Brand Index Reach ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  • 33. We can compare your Talent Brand Index vs. Peers 20% 17% 15% 14% 4 of 6 Peers: Dynamic, Inc. 11% Golden Phase 9% six28 Enterprise Wavesynthe Commona Paularino Systems Employer of choice Weaker employer brand TALENT SOLUTIONS
  • 34. Your Talent Brand Index varies across the functions you are looking to hire… 23% 18% 18% 15% 13% 12% Engineering Operations Marketing Media & Sales Human Communication Resources Talent easiest to engage Talent more difficult to engage ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
  • 35. …and across the geographies where you have a presence 19% 15% 13% 12% 11% 11% United Canada Argentina India France United States Kingdom Talent easiest to engage Talent more difficult to engage TALENT SOLUTIONS
  • 36. We can track how your Talent Brand Index progresses over time LinkedIn can help you build your employer brand and accelerate your ability to attract top talent 18% 17% 16% 15% 13.8% 14.1% 13.7% 14% 13.2% 12.9% 13% 12.6% 12% 11% 10% March-12 April-12 May-12 June-12 July-12 August-12 TALENT SOLUTIONS
  • 37. Thank you! Visit talent.linkedin.com/employer-brand Dina Medeiros Social Media & Brand Consultant , LinkedIn @Socalgirl #TalentBrand #TalentBrand @socalgirl ©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS