ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power of Media for Talent Acquisition | Apresentação Jennifer Brannigan

Talent Solutions

The Power of Media for Talent Acquisition Jennifer Brannigan – Head of Talent Brand, Americas

Information Age

Media & Technology

Knowledge Economy

Linear

Networked Age

Social & Mobile

Relationship Economy

Interactive

We are embarking on a new age.

A Networked Age driven by Relationship Economics.

Industrial Age

Machinery

Market Economy

Analog

5,000

5 Steps to Boosting Your Talent Brand Through Content 6

People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment.

60% of the decision-making process is made prior to any direct interaction with a sales person.

People do not treat

CAREER DECISIONS any differently.

are passive and not

looking to move…

75%

however,60%

of them are open

to opportunity

Talent branding

is imperative

to successfully recruit

passive candidates

Talent Branding is Marketing

Marketing

Goal = sales

Audience = existing and potential

customers

Messaging = value proposition and

benefits of products and services

Call to Action = Buy our stuff

Customer Journey =

Aware

Interest

Intent

Purchase

Talent Branding

Goal = hires

Audience = existing and potential

employees

Messaging = value proposition and

benefits of working at your company

Call to Action = Come work with us

Candidate Journey =

Aware

Engaged

Applicant

Hired

Today’s best recruiters are

leveraging existing marketing strategies

13

A talent brand is not what you say it is, it’s what they say it is.

–Dave Hazlehurst,

Partner and Director, Ph. Creative

Relationships matter. Connections matter.

Your brand influences, and is influenced, by both.

Your voice

Your message

Your opportunities

Your audience

Your employees

Your candidates

Your alumni

Your customers

Your investors

This means your talent, corporate and consumer

brands are becoming indivisible.

Your brand has become one story, told to different

audiences: overlapping, interconnected, reinforcing

Engaging talent

Talent Brand

Driving sales

Customer Brand

Growing favorability

Corporate Brand

Customers

Candidates

Investors

Authentic, consistent, and reinforcing

Lin

ke

dIn

Ta

len

t B

ran

d I

nd

ex

Lippincott Customer BrandView Index

36%

28% -6%

10%

High Low

Hig

h

Lo

w

Cumulative Growth in Shareholder Value over 5 years:

of CEOs say they are primarily accountable for their

employer brand

of CEOs say they are concerned about the

availability of key skills to grow their business

?

External Strategy 2

Internal Strategy 1

Know why it matters

1

25

Talent Brand n.

the highly social, totally public version of your

employer brand incorporating what talent thinks,

feels, and shares about your company as a

place to work

a significant asset for both hiring/retaining great

talent and promoting your corporate image to

the market

Channel Your Inner Marketer 26

The Importance of Talent Branding

Talent brand is vital to improving recruiting outcomes

Every company, regardless of industry, location, and size

can harness the power of a strong talent brand

Social Media is leveling the playing field like never before,

enabling organizations to articulate their brand every day, in

many ways

believe talent brand

strength makes a

“significant impact”

on ability to hire

77%

Average reduction in

cost per hire

50%

Average reduction in

turnover

28%

talent professionals

who say talent brand is

a top priority in 2015

56%

The case for talent brand

Source: LinkedIn Global Recruiting Trends Report, Nov 2014

The case for talent brand

Source: LinkedIn Talent Trends Report, March 2014

Reputation as a

“great place to work”

Reputation for “great

products / services”

Reputation for

“great people”

Reputation for

“being prestigious”

56%

29

“Which channels or tools have you found to be most effective in promoting your talent brand?”

50%

52%

63%

45%

47%

60%

Social media (e.g.,Facebook, Twitter)

Friends/family, word ofmouth

Online professionalnetworks (e.g., LinkedIn)

Large companies Small businesses

Source: LinkedIn Global Recruiting Trends Report, Nov 2014

30

“Think about the key quality hires that your organization made in the past 12 months.

Which of the following were the most important sources for those key positions?”

22%

28%

37%

38%

10%

20%

30%

40%

50%

2011 2012 2013 2014

Source: LinkedIn Global Recruiting Trends Report, Nov 2014

Social professional networks

Employee referral programs

Company career website

Internet job boards

Internal hires

Know what you stand for

2

people

employer brand

culture

perks

leadership

alumni

network

current employees

candidate experience

reputation

perception

transparency

authenticity

Employee Value Proposition Company Culture

People Candidate Experience

YOUR

TALENT BRAND

33

36

Equip your brand ambassadors

3

39

Develop and Communicate a Social Media Policy

Distribute social media guidelines that encourage participation and reduce fear

Provide stories of fellow employees on social media platforms

Communicate in the local language and on local platforms

Bring Cross-Functional Teams Together

Create alignment through communication

Encourage social media professional collaboration with colleagues

Enhance teamwork by breaking down internal silos

Build communities

Empower your executives!

Bring your executives and functional leaders into the mix

Encourage them to share stories, projects and engage candidates

Encourage Share & Tell

Educate your brand ambassadors

Give your employees a voice: Leverage their

connections

60% increase

in referrals

in week one

Reached 159,000

professional 40,000

companies

25% Sales

professionals

350 links shared

in one day

Engage your leaders

High reach and engagement

98,299 VIEWS

893 LIKES

268 COMMENTS

Employees of the most socially engaged companies

More likely to

‘feel inspired’

20%

More likely to ‘feel

proud about the

leadership of

the company’

15%

More likely to ‘feel

optimistic about the future

of the organization’

27%

External Strategy 2

Internal Strategy 1

Just. Get. Started.

1

Kaizen

Think Like a Marketer

2

Now, more than ever before, recruitment is

marketing.

Start the conversation Proactively bring those hard-to-reach

candidates into your funnel

Build relationships Win them over with content that matters to

them in a voice they can relate to

Convert From followers to candidates through

outreach for the right opportunities

Evangelize Give your employees a voice

Aware

Engaged

Considering

Hire

Target Members

Brand Ambassadors

Done well, Talent Brand can accelerate the

hiring funnel by 2x or more

The more they see you, the more familiar they become with your brand

53% of individuals

start thinking about a job search

at least 5 months before the job switch…

…and 75% of surveyed job switchers

used LinkedIn during that recent job change

to inform their career decision

A 2015 survey of recent job switchers found…

Job switchers are engaging in multiple touch points

to inform their decisions

Laura

Target Candidate

52

Where to start

#1 Establish presence on Social Media

#2 Find and reach your target audiences

#3 Develop a content strategy

#4 Measure & monitor

Establish your foundational branding on

Social Media

Showcase your Talent Brand and Grow your Followers

55

4X Companies who have a robust LinkedIn Career Page

have on average 4X more followers

2X Followers of a company with a LinkedIn Career Page are

on average 2X more likely to respond to a recruiter’s InMail

3X Companies with a relevant Career Page have

their jobs viewed over 3X more times

60

61

Members searching other members every year

Page views on LinkedIn are members viewing

members’ profiles

Activity on LinkedIn is looking at your

connections profiles

5B

76%

#1

WWU

Paulo Pires

10X

Followers are 10X more likely to share

your content

71%

of members are interested in updates on

job opportunities from companies they

follow

3X

Members are 3X more likely to apply for

jobs at companies they follow

Find and reach your target audience

Summary:

Career and

Professional

Highlights

Experience /

Education

Title, Current

Company, Job

Function,

Seniority,

Industry,

Company Size,

Past Company

Groups /

Associations

Location

Skills &

Expertise

Jane Smith Sr. Engineering Manager

Jane, you have a career

opportunity from xyzCo. Are you

ready for a new challenge?

JOBS YOU MAY BE INTERESTED IN

Feedback I See more »

Sponsored Tools Software Developer Technicolor – Los Altos, CA

x Software Developer Commona – San Francisco, CA

x Sr. Developer Crosswise Group – Los Altos, CA

x Software Engineer Tyler Corp. – Sunnyvale, CA

xyzCo

SPEAK TO AN XYZCO RECRUITER

Are you ready for your next challenge

at xyzCo?

Hello Jane,

xyzCo is growing and hiring top Sales talent. Our business is thriving and we are excited to

bring on some of the best in the business to join our team. We realize that in order to

sustain our growth we need to invest in hiring the best people to our organization.

We are looking for an Senior Sales Consultant who loves winning, innovating, and having

a lasting impact on the world. Now is a great time to join our company to have a hand in

shaping how we do business!

Want to learn more or know someone else who may be interested? Click on the button

below and we’ll be in touch!

“I’m Interested” Buttons

Once clicked, member’s info

goes directly to your recruiters

What makes ACME unique?

Follow ACME on LinkedIn

Develop a content strategy

LinkedIn Members

now consume

content

6X more

Than they do jobs

Rethinking the myths…

What is Content Marketing?

Any marketing that involves the creation and sharing of media and

publishing content in order to acquire clients or candidates

Content Marketing develops long term relationships with your audience

• Adds value to the industry conversation

• Provides concrete tips and offers unique insights

• Does not aim to directly sell, rather provides free value

• Establishes the publisher as a thought-leader or trusted advisor

Why is it important?

Every time you post content, you’re nurturing the relationship with your followers

73

Generate Awareness of Roles

you are Filling

Build a Community of

Target Candidates

Promote News

or Upcoming Events

Establish Thought

Leadership

Build Reputation as a

Consultancy of Choice

Ways to build relationships

with target talent

Member News Feed

74

Sponsored Updates

Reach the entire LinkedIn network

Company Updates

Only reach your pool of followers

With Sponsored Updates you can build the same

kind of relationships with talent outside your followers

364M+ (+2 every sec)

LinkedIn Member

Population

19,000

Build relationships with candidates on desktop, tablet and mobile

50% of LinkedIn’s traffic

is from mobile

Engagement rates can

be up to 5x higher on

mobile

When viewed with

Recruitment Ads,

Sponsored Updates

see a 25% lift in

engagement

75

Drive quality engagement with the candidates you need

76

Build communities

of top talent

Generate 2-way

dialog with target

candidates

Examples of Content Marketing

When creating great content keep these tips in mind

Be conversational

Keep it short

Be visual

Offer snackable tips

Include a call to action

Measure and Monitor

Improve employee survey ratings 3

Reduce attrition 2

Increase acceptance rate 1

Increase employee social engagement 4

Measure for success

82

And if you remember nothing else…

Think like a marketer

Kaizen

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