Talent Brand Workshop for Top UK Retailers
Jul 21, 2015
Agenda
Talent Brand vs. Consumer Brand
Talent Pool: Technology in Retail
Harrods: Using Social Media for
Talent Branding
Students on LinkedIn 3
“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
The beauty of talent brand is
you don’t need everybody to know
your name. Only the right people.
#talentbrand
We spoke to over 7000 LinkedIn members to
understand the link between consumer and
employer brands:
Consumer Brand Questions
a) How aware they were of a company’s products and services (“Knowledge of
Company Brand”)
b) b) Their impression of a company’s products and services (“Impression of
Company Brand”)
c) c) Likelihood to purchase company’s products and services (“Purchase Intent”)
Employer Brand Questions
d) How aware they were of a company as a place to work (“Knowledge of Employer
Brand”)
e) Their impression of a company as a place to work (“Impression of Employer
Brand”)
f) Their likelihood to consider working at a given company (“Job Consideration”)
A strong consumer brand certainly does not
hurt in attracting top talent
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Overall brand impacts job consideration,
though not as much as employer brand which
is twice as likely to drive job consideration
©20
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A world of insights can be gathered from
LinkedIn’s 364 million members – the
world’s largest professional network
We analysed the retail and consumer goods market
on LinkedIn using the following criteria filters:
Retail & Consumer Goods
Industries: Apparel and fashion,
Consumer goods, Consumer
services, Dairy, Farming, Fishery,
Food & beverages, Food production,
Luxury goods and jewelry,
Restaurants, Retail, Sporting goods,
Supermarkets, Tobacco, Wholesale,
Wine and spirits
Industries
United Kingdom Geography
16
IT, Engineering
OR
(Business Development, Consulting,
Marketing, Media & Communication,
Product Management, Program/
Project Management) AND IT &
Digital Skills*
Function & Skills
* See Appendix for skills list
Globally there are 664K+ members in this talent
pool – 6% are in the UK
17
Global
664K+
members
EMEA
182K+
members
United Kingdom
39K+
members
There are 39K members in this talent pool in the UK
with most of this talent pool residing in London
18
Size of bubble =Supply
Red is high demand, Green is low demand
LinkedIn can help assess supply and demand for
talent across regions
19
LinkedIn recruiter activity
and member data are used to
measure supply and demand
for the talent pool you’re
interested in
Higher demand index means
that professionals are receiving
more contact from recruiters
than peers in other regions
Birmingham and Peterborough have lower demand
relative to supply of this talent pool
20
High Demand
Hidden Gems
Saturated
Peterborough, UK
These professionals tend to be loyal to their
companies – spending an average of 5+ years at each
22
Average Years
Experience
14
years
Average # of
Companies
2.6
companies
Average Years per
Company
5
years
Of these 39K members, 16K (41%) have
worked in companies not in Retail & FMCG
industries
23
% of the 16K that have worked in other industries
27%
13%
9%
8%
8%
8%
5%
4%
information technology and services
marketing and advertising
computer software
internet
financial services
telecommunications
higher education
banking
% who haveworked in thisindustry
Connect & Communicate
60% network with other
professionals
These professionals are engaging across many
touch points on LinkedIn
Note: out of members who were active in the last 3 months 25
64% learn about what other
colleagues are doing
Research People & Companies
Professional Insights
69% are staying up to date
on industry discussions
Viewing Jobs
32% are actively learning
about career opportunities
This talent pool is predominantly following tech
companies and companies within the retail and
consumer goods industries
26
Top followed companies of non-employees
(by volume)
ASOS.com
John Lewis
Apple
Marks and Spencer
Microsoft
Unilever
Tesco PLC
Burberry
Selfridges
THE NET-A-PORTER GROUP
Sainsbury's
Waitrose
Arcadia Group Ltd
Nestlé
This talent pool is engaging with a diverse set of
topics relevant to their industry
28
Trending Topics
by Shares YTD Example Articles per Trending Topic
• Sainsbury's to create 300 jobs at new 'Technology Hub' in
Coventry
• In the spotlight: CIO of online luxury retailer Net-A-Porter Group
talks shop
• The CMO.com Europe Interview: Fiona Wallin, Head Of Digital,
NotOnTheHighStreet.com
• How to Improve Title Tag CTR by 20%+ - Siege Media
• Tesco launches Google Glass app to complement digital
experience
• Case Study: Moss Bros Suits Up for Omni-Channel Payments
Retail
Online Advertising
E-commerce
What are your top challenges? Results from CheckIn
0 5 10 15 20 25 30
Elevating Employee Engagement
Reducing Cost toHire
Reducing Time to Hire
Content Strategy
Building Brand Awareness
Attracting the Right Talent
Top Challenges
“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
IT & Digital Skill Clusters Used .NET and other Microsoft Application Development
Algorithm
Application Packaging
Architecture and Development Framework
C/C++
Cloud and Distributed Computing
Computer Network and Network Administration
Database Management and Software
Digital and Online Design and Publishing
Digital and Online Marketing
Java Development
Mac, Linux and Unix Systems
Middleware and Integration Software
Mobile Development
Perl/Python/Ruby
Product Development and Management
Scripting Languages
SEO/SEM Marketing
Social Media Marketing
Software Modeling and Process Design
User Interface
Web Programming