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
10
To succeed, engage candidates…
Everywhere All
the
Time
Everywhere All the Time With the right
message
Employer Value Proposition n.
a unique set of offerings, associations and values to
positively influence target candidates and employees.
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.
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.
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
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
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
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%
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
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Sebastian Rudolph