Dropbox was skeptical about talent brand - learn what changed their mind and their ROI | Talent Connect 2016

Dropbox was skeptical about Talent Brand What happened next changed their minds (and their ROI) forever

 Stephanie Kender Talent Brand Consultant,

LinkedIn @slk5002

 Christy Childers Global Employer Brand Manager,

Dropbox @christychilders

 Kevin DuBay Customer Success Manager,

LinkedIn @kevindubay

•  Introduction •  2015: Is Talent Brand Real? •  2016: Continuing the Momentum •  Do's and Don'ts of Content Strategy •  Results and ROI •  #BetterTogether •  Q&A

Would high quality software engineers ever apply directly to a job posting?

From Skeptic to Believer

2015: Proof of Concept

Q1

Identified challenges and determined current strategies were not

working as expected

Q2

Q3

Ran a Lead Capture campaign to target LinkedIn members who were viewing jobs but not applying with targeted messaging and a simple opportunity to "raise their hand."

Results were astounding

Success Metric: Onsite to Offer Made

8%

13%

33%

0%

5%

10%

15%

20%

25%

30%

35%

Q1 2015 Q2 2015 Q3 2015

Q1 2015 Q2 2015 Q3 2015

*Source of Hire: LinkedIn

Can we maintain the momentum into 2016?

2016: Dropbox Business Challenges

Diversity

Quality

Global

Geo

Function

Industry

Skills

Seniority

A customized approach by target will pinpoint exactly who you’re looking to recruit

• Geography (Global, Country, State, City/Metro)

• Industry (What a company does)

• Job Function (What an individual does)

• Seniority (Manager, Director, VP in job title)

• Company Size (Current)

• Language

• Current Company Name

• Group by keyword (including Diversity)

• Gender

• School Name, Degree Type

• Age

• Skills & Specialties by keyword

• Job Title by keyword

LinkedIn Targeting Options

Candidate

Hire

Unaware

Interested Familiar Applied

Always on Engage prospects at all stages

Let’s Go On the Candidate Journey

The Common Trap

Are You Ready To Apply? Not Quite…

From Familiar to Interested

Are You Ready To Apply? First Engagement

Are You Ready To Apply? Second Engagement

Are You Ready To Apply? You’re Interested!

From Interested to Applied

Are You Ready To Apply? First Engagement

Are You Ready To Apply? Second Engagement

Branding opportunities that engage passive candidates across their personal path to hire creates interest and preference

Prospect

Hire

Unaware

•  I don’t know what it’s like to work at Dropbox •  I don’t know that Dropbox has a diverse environment

with perks that support diverse backgrounds •  I don’t know all the amazing accomplishments

Dropbox has made •  I don’t know Dropbox has a role that fits my

background

Interested

Applied

Aware

Familiar

Dropbox? I never thought about working there before, but see there’s a relevant job

for me in my area.

Dropbox is on the hunt for talent like me, and I am really interested in them

as a company.

Dropbox has a team that inspires me and cares about what I care

about.

The Dos and Don'ts of creating content

•  Do understand your audience and provide value for them.

•  Do make your content simple and concise •  Do use personal quotes/testimonies from

team members •  Do specify location and skill set •  Don’t only post job postings or self-serving

‘I’m hiring’ posts •  Don’t just talk about your unlimited snacks •  Don’t assume you can copy/paste from one

geo location to the next

Software Engineering in the United States Percent Change of Engaged Members

Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16

55%! 51%!

22%! 25%!

197%!178%!

210%! 211%!198%! 193%!

247%!

Percent Change pegged to August 2015

Engagement =

•  Job Views •  Follower •  Company/Career

Page Views

Female Engineering in the United States Percent Change of Engaged Members

Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16

Percent Change pegged to August 2015

Engagement =

•  Job Views •  Follower •  Company/Career

Page Views

92% 74%

34% 31%

291% 249%

285% 314%

263% 226%

322%

86% Were members who had not

engaged previously

A deeper look at the numbers

All Engineer Positions in the United States Percent Change in LinkedIn Applications

Percent Change pegged to January 2016

Jan-16 ! Feb-16 ! Mar-16! Apr-16! May-16! Jun-16! Jul-16!

42%! 40%!

74%! 75%!92%!

113%!

YoY LinkedIn Success Metric: Onsite to Offer Made

8%

52.9%

0%

10%

20%

30%

40%

50%

60%

Q1 2015 Q1 2016

Q1 2015 Q1 2016

*Source of Hire: LinkedIn

55% Total Impacted Hires

78% Total Impacted Hires

Sales

42% Total Impacted Hires Software Engineers

#bettertogether

Questions

 Christy Childers Global Employer Brand Manager,

Dropbox

 Kevin DuBay Customer Success Manager,

Linkedin

 Stephanie Kender Talent Brand Consultant,

Linkedin