Talent Drivers: Survey data to build a strong Talent Brand

 Allison Schnidman  Research Consultant,

 LinkedIn

 Pam Hoadley  Solutions Consultant,

 LinkedIn

 Bryan Rice  Director for Talent Acquisition,

 Stryker

Agenda

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1 Background of the Talent Drivers survey

2 Example of Talent Drivers data

3 Value of Talent Drivers

4 How Stryker uses Talent Drivers to build a strong talent brand

5 Q&A

Background of the Talent Drivers survey

Talent Drivers is the largest professional survey

338,000+ 350,000+ (expected)

278,000+

100,000+ professionals

Q3 2014 Q3 2013 Q1 2013 Q1 2014

•  Representative sample of LinkedIn members •  New wave every 6 months •  300k+ members each wave

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5

Talent Drivers is global – in all regions

Talent Drivers data helps clients craft their EVP

We ask LinkedIn members:

What attributes are important when considering a job?

How do companies perform on offering those key attributes?

To rate up to 10 companies* they were aware of as a place to work

*Members did not rate their current company

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Example of Talent Drivers data

Global All

What candidates care about when considering a new job

All

Region: Industry:

Question asked: Please select the 5 most important factors when considering a job opportunity.

Function:

Source: LinkedIn Q1 2014 survey of 314,285 professionals

Top 5 Most Important

% who say attribute is important

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Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.

Top 5 Attributes

% who perceive your company as doing a very good job at…

How Company XYZ is rated on what is most important

Source: LinkedIn Q3 2013 survey of 10,125 professionals and Q1 2014 survey of 9,912 professionals who rated your company

Compensation Balance Challenge Career path Pride

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Comparison to Technology - Software industry peers in offering top attributes

Top 5 Attributes Compared to Industry peers

Company XYZ

Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.

Source: LinkedIn Q3 2013 survey compared to 144 industry peers and Q1 2014 survey compared to 138 industry peers

0 – 30th percentile

31st – 50th percentile

51st – 70th percentile

71st – 90th percentile

91st – 100th percentile Top Tier

Mid Tier

Bottom Tier

Compared to Industry peers:

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Steps to improve perception

Keep emphasizing these strengths!

Focus on critical improvement areas to change perceptions

Communicate Your Values on LinkedIn

Company & Career Pages Job Postings

Talent Direct Campaigns

Employee Branding

Targeted Status Updates

Sponsored Updates

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Value of Talent Drivers

The future of your brand will be through story-telling

Recruiters 10 years from now will be preoccupied with marketing, PR, community building, and employment branding. The ‘War for Talent’ will

be a ‘War of Relationship Marketing’.

Matthew Jeffery Global Head of Talent Strategy & Innovation HR Talent Acquisition, SAP UK Ltd.

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Talent Drivers impact on Talent Brand

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Use Talent Drivers data to help craft your story

Reach your Target Audiences

Company & Career Pages Job Postings

Talent Direct Campaigns

Employee Branding

Targeted Status Updates

Sponsored Updates

Recruiter & HM Engagement

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Use LinkedIn tools to amplify your strengths & manage perceptions

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Optimize messaging by understanding who’s engaging with you already

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Leverage employee brand ambassadors

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Arm your closers with data

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Use LinkedIn tools to amplify your strengths & manage perceptions

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Target non-followers to influence perceptions

Targeting Sponsored Updates Company Updates

Location ✔ ✔ Company Size, Industry

✔ ✔

Function, Seniority ✔ ✔ Company Name ✔ Job Title ✔ School ✔ Skills ✔ Group Membership ✔ Gender ✔ Age ✔ Negative targeting ✔

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How Stryker uses Talent Drivers to build a strong talent brand

Comparison to Technology - Software industry peers in offering top attributes

Top 5 Attributes Compared to Industry peers

Company XYZ

Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.

Source: LinkedIn Q3 2013 survey compared to 144 industry peers and Q1 2014 survey compared to 138 industry peers

0 – 30th percentile

31st – 50th percentile

51st – 70th percentile

71st – 90th percentile

91st – 100th percentile Top Tier

Mid Tier

Bottom Tier

Compared to Industry peers:

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Targeted Social Media Campaigns

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Targeted Social Media Campaigns

Stryker ranked #35

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InMail Response Rate Trend vs. Competitors

*Abbott, Baxter Healthcare, Boston Scientific, Johnson & Johnson, Biomet, Covidien, Medtronic, GE, Novartis

19% 18%

20%

23%

20%

24%

26%

24% 25%

27% 28% 28% 28%

17%

23%

26% 25%

21%

29% 30%

35%

32%

29% 28%

29% 28%

Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14

Stryker Competitors Stryker

Response Rate peaked during Certification prep

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Stryker has increased its engaged audience on LinkedIn by 531,000 members year over year

Talent Brand = 19%

1,695,137 Members Reached

Members Engaged

316,898

Aug 2013 2,732,331 Members Reached

Members Engaged

848,201

Aug 2014

167%

61%

Talent Brand = 31%

+531K

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17% 19%

31%

0%

5%

10%

15%

20%

25%

30%

35%

LinkedIn can help you build your talent brand and accelerate your ability to attract top talent

Track how your Talent Brand Index progresses over time

Talent Brand Index over time

+ 2points + 12points

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Jobs Pilot

Stryker has engaged 168% more members since the launch of the jobs pilot

316,898

848,201

Total Talent Brand Engagement

+168%

Talent Brand Engagement measures # of members: