Catapult Your Talent Brand: Advanced Strategy Class

Catapult Your Talent Brand: Advanced Strategy Class

Audience Poll

How would you rate your company talent brand efforts? High Medium Low Non-existant

Your Brand is Everything

Why Talent Brand Matters. The most engaged employees are motivated by a sense of pride. 9 They are proud to tell others where they work

9 They care deeply about the future of the organization 9 They are inspired by company leadership and by those they work with

“Talent  Branding is to "Recruiting" what "Marketing" is to "Sales".

#HireToWin

Talent Brand: Why do we care?

Fact: Businesses spend more than $3,000 per hire on recruitment, and often 20x more on senior positions. #HireToWin

Talent Brand: Understanding the Impact

Agree that talent branding has significant impact on ability to hire great talent.

But only 1/3 measure it. 83%

#HireToWin

Talent Brand: Understanding the Impact

Companies with strong talent brands have

28% lower turnover rate

vs. companies with weak talent brands

#HireToWin

Talent Brand: Understanding the Impact

50% Savings in cost per hire Is associated with a strong employer brand

Companies with a stronger employer brand have 28% lower turn-over rates than companies with weaker employer brands.

#HireToWin

Talent brand starts with your story

Brand = trust Tell a story.

#HireToWin

Why Talent Brand Matters.

Fact: A company’s  talent brand is twice as likely to drive job consideration as its company brand.

#HireToWin

Why Talent Brand Matters.

#HireToWin

The beauty of talent brand is you  don’t  need  everybody  to  know your name. Only the

right people.

#HireToWin

Building your talent brand

Building a talent brand is Art Science

Marketer Salesperson

Talent advisor

Data nerd Researcher Technologist

#HireToWin

Get your companies customized Talent Brand Index Score

Engagement

Reach

Talent Brand Index

Tip: Quantify and benchmark your talent brand against peers. Track changes over time to measure the impact of branding initiatives.

What’s  your  score?   http://talent.linkedin.com/talentbrandindex

#HireToWin

BMW Segmentation

2 Series 4 Series 5 Series 7 Series

Age:  20’s Recent grad Single No children Social lifestyle

Age:  30’s Upwardly mobile Single or married Likely or no children Active lifestyle

Age:  40’s Established career Married Growing children Active or family centric lifestyle

Age:  50’s Executive career Married Teen or grown children Luxury lifestyle

#HireToWin

Talent Segmentation

Jr Engineer Sr Engineer Sales Executive

Age:  20’s Recent grad Single No children Social lifestyle

Age:  30’s Upwardly mobile Single or married Likely or no children Active lifestyle

Age:  40’s Established career Married Growing children Active or family centric lifestyle

Age:  50’s Executive career Married Teen or grown children Luxury lifestyle

Tip: Build out avatars for easier candidate segmentation

Create a visually appealing and (near text-less) career portal

#HireToWin

Create a video

Tip: Use your smart phone

#HireToWin

Market your internal employees often!

Fact: Nearly 80% of companies build their employment brand through their employees. What is your company doing?

Personalize the candidate experience.

Tip: Personalize the recruiting process and ask for honest feedback

#HireToWin

Set your company apart with new ideas

#HireToWin

Text 'PLAYDK' to 41411

What is your LinkedIn Company Page experience? Did you know just a few small tweaks can make a huge impact?

#HireToWin

Get interactive

Tip: Embedding ‘Follow’  buttons  in smart places helped Unilever grow its LinkedIn follower base from 40K to 235K in just 10 months.

Embed  ‘follow’  buttons  in your website and email signature lines.

Add follow buttons to: • Blog • Website • eMail signatures • Social media • Case Studies • Industry research • Any online tools • Online demo

#HireToWin

Embrace discussion

• Adopt social media tactics • Expose company culture • Ensure fresh content goes beyond job descriptions

#HireToWin

Above and beyond

Tip: Convert your team into brand ambassadors

#HireToWin

Give candidates a taste of your brand: Skill building workshops

Acme Company people share their personal brand advantage 9 Personal branding 9 Interviewing 9 Networking

Spend an hour with us and learn new skills for life:

#HireToWin

A  day  in  the  life….

#HireToWin

Talent Brand Measurement: Set Goals

Fact: Only one-third of talent acquisition leaders say they consistently measure their employer brands.

Sample goals for talent brand program •  Increase offer acceptance rate by X% •  Reduce  attrition  by  X% •  Improve  employee  survey  ratings  by  X% •  Increase  baseline  familiarity  with  your  talent  brand  in  external  surveys  by  X% •  Double  the  number  of  employees  with  an  optimized  social  presence •  Increase  Talent  Brand  Index  score  by  X%  relative  to  key  talent  competitors  or  for high-priority functions/ regions

#HireToWin

Leverage ad space on employee profiles

Are you opening a new office in Brazil? Are you ramping up your sales force? Best-in-class companies craft an annual engagement strategy to keep their brand and opportunities in front of passive talent.

#HireToWin

Keep your brand and opportunities in front of talent Are you opening a new office in Brazil? Are you ramping up your sales force? Best-in-class companies craft an annual engagement strategy to keep their brand and opportunities front and center.

#HireToWin

Always be measuring: Surveys

Tip: Look for opportunities to ask the same question to both internal and external talent. That will allow you to understand any perception gaps across those audiences.

#HireToWin

Talent Brand Facts

Talent Brand Facts

Companies with a strong talent brand get a 31% higher InMail

acceptance rate

#HireToWin

Talent Brand Facts

Customers with a strong talent brand spend, on average, 43% less to make a hire on LinkedIn than our customers without a

strong brand.

#HireToWin

Talent Brand Facts

Companies on LinkedIn with a strong TBI actually grew faster than their counterparts with a

weaker talent brand.

Data shows 20% faster!

#HireToWin

Talent Brand Facts

A strong talent brand leads to 2.5x more applicants per job

post on LinkedIn

#HireToWin

Talent Brand Facts

Data shows that 56% of global talent leaders are prioritizing talent branding for their company this year. Are you one of them?

#HireToWin

Audience Poll

Which one of these statements is most true? � We just started building our talent brand this year � Talent brand will be a top priority for 2016 � Talent brand has a significant impact in our ability to hire great talent � Talent brand is not a priority at the moment

#HireToWin

Resources: Talent Brand Index http://talent.linkedin.com/talentbrandindex LinkedIn Talent Solutions https://business.linkedin.com/biz

#HireToWin