Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedIn

March 10th, 2016

Berlin

Employer Branding Workshop

Introductions

Sebastian Rudolph

Talent Brand Consultant

LinkedIn

Session Objectives

Employer Branding Workshop

1. Understand the importance of Employer Branding, and

how it’s changed in recent years

2. How to bring your Employer Brand to life

3. Boosting your Talent Brand and influencing quality hires

through Content

Times have changed…

6

Consumer Buying Process

7

The Old Candidate Journey: Linear Path

8

The New Candidate Journey: Flight Map

There are

many points of influence along a candidate’s decision path

9

10

To succeed, engage candidates…

Everywhere All

the

Time

Everywhere All the Time With the right

message

Consumer Brand vs. Employer Brand

The Building Blocks of Your Brand

13

Talent Brand

Employer Brand

Employer

Value

Proposition

Employer Value Proposition n.

a unique set of offerings, associations and values to

positively influence target candidates and employees.

1

5

Employer Brand n.

How you, the employer, promote your company

as a place to work

5 Steps to Boosting Your Talent Brand Through Content 16

1

6

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.

What does it mean to work for

your organization?

of recruiters don’t

understand their own

employer brand.

50%

Corporate Executive Board- thought leadership survey.

Lack of Talent Brand is a big sourcing obstacle

17%

29%

35%

40%

47%

0% 10% 20% 30% 40% 50%

Inability to effectively use data to

improve our approach

Location

Lack of awareness of or interest in our

employer brand

Compensation

Competition

Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents

What are your company's biggest obstacles to attracting the best talent?

‘Lack of Talent Brand’ is becoming a bigger

obstacle

23%

31%

35%

0% 10% 20% 30% 40% 50%

2012

2013

2014

Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents

What are your company's biggest obstacles to attracting the best talent?

The beauty of employer

branding is you don’t need

everybody to know your name.

Only the right people.

One brand – different audiences

Find out what’s important to your relevant

audiences

…because it’s not the same for every audience

Employer Brand Attributes

Relevant– To the target audience

Consistent– Must build trust

Credible– Must deliver on its promises

Inspirational– A strong brand connects on an emotional level

Unique– Set apart from its competitors

“Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe

What is your Employer Brand?

So how can LinkedIn help you

realize your Talent Brand…

400M+ registered members

LinkedIn: A global pool of talent

4M+ INDONESIA

3M+ PHILIPPINES

2M+ MALAYSIA

1M+ SINGAPORE

1M+ SAUDI ARABIA

23M+ BRAZIL

122M+ UNITED STATES

OF AMERICA

11M+ CANADA

33M+ INDIA

7M+ AUSTRALIA

1M+ NEW ZEALAND

4M+ SOUTH AFRICA

1M+ UNITED ARAB EMIRATES

19M+ UNITED KINGDOM

10M+ FRANCE

8M+ ITALY

2M+ BELGIUM

1M+ DENMARK

4M+ TURKEY

5M+ NETHERLANDS

2M+ SWEDEN

7M+ SPAIN

12M+ CHINA

Goals of your LinkedIn Careers Page

How to bring your Employer Brand to life

Excite candidates about what’s happening at your company

Increase awareness of hiring at your company

Evangelize your company culture

Increase likelihood of candidate action

Relevant Content

Simple and fun

36

Build targeted pages

5 Qualifying questions for Targeted Pages

What are your key talent pools this year?

Do you have a student or recent graduate recruiting strategy?

What are the top Functions of your current jobs?

What are the top Locations of your current jobs / where are you

expanding?

Do these Functions or Locations have different value

propositions, messaging, content, and goals? Can you custom-tailor a Career Page for them?

Tailor-made content for each audience

Default Europe India Engineering

University APAC University London Germany - German Australia & NZ

Sales

42

Content Marketing on LinkedIn

•

•

•

•

Marketing drives conversion

•

•

•

Marketing drives conversion

Content Marketing isn’t just for B2B and B2C anymore…

Marketing drives conversion

How does your consumer brand align to your

employer brand?

Pop Quiz!

Pop Quiz!

The best recruiters

act like marketers

Social media keeps the conversation going 1

…because you need to nurture your audience

Sales is one-to-one, marketing is one-to-many 2

Creating ‘followers’ can

fuel your success

? ? ?

? ? ?

? ? ?

What good is a post on Facebook if you

have no friends?

Members are 61% more likely to share information as a result of following your company

61%

95%

Followers are 95% more likely to respond to an InMail

79% of members are interested in job opportunities from companies they are following 79%

The 5 Steps to Content Marketing for Talent

Define you audience, get to know them, and plan out the strategy

5 Types of Content Followers love

The Ideal Mix

Corporate / Product / Company News

•

•

•

•

•

Thought Leadership

•

•

•

•

Events

•

•

•

Talent Brand – Culture Related

•

•

•

•

•

Talent Brand – Jobs Related

•

•

•

•

Just for Fun!

•

•

•

But don’t just base your Talent Content on external sources of inspiration… look

internally as well… 1. Why would someone want to work for you?

2. What percentage of your managers have received training in how to deliver the brand experience? (Employer Brand International research found only 46% have!)

3. What is the perception employees and candidates have about your employer brand?

4. What level of visibility do you have of your employees/talent pool?

5. What percentage of your employees would recommend your company as a great place to work.

Next, push out your content, and target it

Understand the size

of the audience

Select an audience that is

relevant to the content

Content gets pushed only

to the relevant audience

Target content based on

Company Size, Industry,

Function, Seniority and

Geography

TIP: 15 Tips to Great Status Updates

Company Pages and Followers

Amplify further with Sponsored Content

Post a status update on your Company Page and establish

which target audience would like to

Sponsor the post either by Cost Per Click or

Cost Per Impression.

Sponsored Updates are seen across all devices.

TIPS: Sponsored Updates

Sponsored Updates video

Quick Tips on the best performing Content

Measure and Adjust

For more info…

©2014 LinkedIn Corporation. All Rights Reserved.

Sebastian Rudolph

[email protected]