using employer branding to win top talent | webinar

©2012 LinkedIn Corporation. All Rights Reserved.

Using Employer Branding to Differentiate, Target and Win with Top Talent

Dina Medeiros, Social Media & Brand Consultant

LinkedIn Talent Solutions @Socalgirl #TalentBrand

Employer branding critical to hiring success

83% Agree that employer brand

has significant impact on

ability to hire great talent

2 http://lnkd.in/stateofeb

http://lnkd.in/stateofeb

1. Utilizing social and professional networks

2. Finding better ways to source passive candidates

3. Upgrading employer branding

< 1,000 Employees

> 1,000 Employees

3

Prioritization of employer brand

(by company size)

69% Agree that employer

brand is a top priority

for their organization

67%

70%

67%

78%

< 500 Employees

501-1,000 Employees

1,000-10,000 Employees

> 10,000 Employees

Top 3 long-term trends in recruiting

professionals (by company size)

1. Utilizing social and professional networks

2. Upgrading employer branding

3. Finding better ways to source passive candidates


It’s top of mind for companies large and small


And industry leaders are spending accordingly

91% Companies that are spending

more or the same on employer

brand in 2012 compared to 2011

51% 40% 9% Spending More Spending Same Spending Less

1. Increased belief in the impact of employer brand 49%

2. Need to raise general awareness 48%

3. Difficulty recruiting quality candidates 47%

4. Increased competition 37%

5. Difficulty recruiting candidates in specific sectors 32%

Why spend more on employer brand?

4 http://lnkd.in/stateofeb


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• Event hashtag:

#talentbrand

Dina Medeiros

@socalgirl

Today’s event

TALENT SOLUTIONS 6

#TalentBrand @socalgirl

TALENT SOLUTIONS

What is the value of a strong Employer Brand?


TALENT SOLUTIONS ©2012 LinkedIn Corporation. All Rights Reserved. 8

The LinkedIn Hiring Solutions Insights Team conducted 7,250 online

surveys of LinkedIn members worldwide

TALENT SOLUTIONS

Develop an Employer

Brand framework

Awareness

Attraction

Consideration

Engagement

Internal

External

Employer

Brand

#TalentBrand @socalgirl #TalentBrand @socalgirl

TALENT SOLUTIONS

Stronger Employer Brands financially contribute to the

bottom line

Source: LinkedIn July survey of over 4,700 talent acquisition decision-makers across 15 countries

28% lower

turnover rate

~2X lower cost

per hire


TALENT SOLUTIONS


How do you effectively socialize

your Employer Brand?

TALENT SOLUTIONS #TalentBrand @socalgirl

TALENT SOLUTIONS

Today’s network


TALENT SOLUTIONS

Attracting & engaging talent

“Our goal at Zappos is for our

employees to think of their

work not as a job or career,

but as a calling.” Tony Hsieh, CEO Zappos

TALENT SOLUTIONS


What can you do to gain a

strategic advantage on LinkedIn?

TALENT SOLUTIONS

1. Define the talent segments most important to your business

2. Differentiate your brand message from your talent competitors

3. Develop communication strategies to build relationships with

passive and active talent

When you kick start your Employer Brand

activity, start with these actions


TALENT SOLUTIONS

“Building a team passionate about sustainability”

TALENT SOLUTIONS

Marketing Supply

Chain Sales

Unilever aligns their growth plans with

recruitment of key target groups

Bryan

Logistics Analyst

Fiona

Steve

Senior Sales Manager Marketing Manager


TALENT SOLUTIONS

Employee networks are used to spread a positive

message amongst like-minded talent

19


TALENT SOLUTIONS

…and personalised careers information is

served up to provide a custom experience

Marketing Supply

Chain

Custom Recruitment Message

Custom Banner Graphic

Relevant Jobs

TALENT SOLUTIONS

Build long-term relationships by sending

regular, targeted news updates


TALENT SOLUTIONS

The results have been impressive growing their

Follower base to 270K in 10 months

17K

36K 12K

23K

9K

18K

0

10K

20K

30K

40K

50K

60K

70K

80K

90K

Oct '11 Aug '12

Marketing

Sales

Supply Chain

TALENT SOLUTIONS

“Launching a new brand in a

competitive market”


TALENT SOLUTIONS #TalentBrand @socalgirl

TALENT SOLUTIONS

Aurecon’s success is wide-reaching

15 senior roles in 6

months, saving

$750K In 4 weeks, filled 2

specialist roles vacant

for 12 months

8000+ new Followers

in less than 12

months

TALENT SOLUTIONS

What can you do?

Define what makes you famous

Create a destination for your

Employer Brand on LinkedIn

Categorize your messages

Populate the Careers Page

Build a Follower Base &

engage

Leverage your Employees’

networks

Use Follow Button & send

Status Updates

Lock the down the real estate

on Employee Profiles

TALENT SOLUTIONS

Not many say they regularly measure their employer brand in a quantifiable way

only one out of three

TALENT SOLUTIONS

Employer brand is top of mind for recruiting

professionals

Source: LinkedIn July 2012 survey of over 4,700 talent acquisition decision-makers across 15 countries

LinkedIn Confidential ©2012 All Rights Reserved

30

of employers plan to maintain

or grow investment in

employer brand

91% Savings in cost per hire is

associated with a strong

employer brand

50%

LinkedIn can help you understand, measure

and improve your employer brand

Up to

TALENT SOLUTIONS

We first assess two important elements of your

employer brand: Reach and Engagement


Talent Brand

Reach

1,873,354 members

Talent Brand Engagement

264,362 members

Viewing employee profiles

Connecting with your employees

Researching company and

career pages

Following your company

Viewing jobs and applying

Talent that’s familiar with you as an employer

Talent that is interested in you as an employer

TALENT SOLUTIONS

Talent Brand Index can measure your employer brand


Talent Brand

Reach

1,873,354 members

Talent Brand Engagement

264,362 members

What percent of people who know about you show an interest?

= Talent Brand

Engagement

Talent Brand

Reach

Talent

Brand

Index

Talent Brand Index

14%

TALENT SOLUTIONS

We can compare your Talent Brand Index vs. Peers

20%

17%

15% 14%

11%

9%

Weaker employer brand Employer of choice

Peers:

Dynamic, Inc.

Golden Phase

six28 Enterprise

Wavesynthe

Commona

Paularino Systems

4of 6

TALENT SOLUTIONS

Your Talent Brand Index varies across the functions

you are looking to hire…


23%

18% 18%

15%

13% 12%

Talent more difficult to engage Talent easiest to engage

Engineering Operations Marketing Media & Communication

Sales Human

Resources

TALENT SOLUTIONS

…and across the geographies where you have a

presence

19%

15%

13% 12%

11% 11%

Talent more difficult to engage Talent easiest to engage

United

States

Canada Argentina India France United Kingdom

TALENT SOLUTIONS

We can track how your Talent Brand Index

progresses over time

LinkedIn can help you build your employer brand and accelerate your

ability to attract top talent

12.6% 12.9%

13.2% 13.7% 13.8%

14.1%

10%

11%

12%

13%

14%

15%

16%

17%

18%

March-12 April-12 May-12 June-12 July-12 August-12

TALENT SOLUTIONS ©2012 LinkedIn Corporation. All Rights Reserved.


Thank you!

Visit talent.linkedin.com/employer-brand

Dina Medeiros

Social Media & Brand Consultant , LinkedIn @Socalgirl #TalentBrand

using employer branding to win top talent | webinar

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