Catapult Your Talent Brand: Advanced Strategy Class
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Transcript of Catapult Your Talent Brand: Advanced Strategy Class
Catapult Your Talent Brand: Advanced Strategy Class
Audience Poll
How would you rate your company talent brand efforts? High Medium Low Non-existant
Your Brand is Everything
Why Talent Brand Matters. The most engaged employees are motivated by a sense of pride. 9 They are proud to tell others where they work
9 They care deeply about the future of the organization 9 They are inspired by company leadership and by those they work with
“Talent Branding is to "Recruiting" what "Marketing" is to "Sales".
#HireToWin
Talent Brand: Why do we care?
Fact: Businesses spend more than $3,000 per hire on recruitment, and often 20x more on senior positions. #HireToWin
Talent Brand: Understanding the Impact
Agree that talent branding has significant impact on ability to hire great talent.
But only 1/3 measure it. 83%
#HireToWin
Talent Brand: Understanding the Impact
Companies with strong talent brands have
28% lower turnover rate
vs. companies with weak talent brands
#HireToWin
Talent Brand: Understanding the Impact
50% Savings in cost per hire Is associated with a strong employer brand
Companies with a stronger employer brand have 28% lower turn-over rates than companies with weaker employer brands.
#HireToWin
Talent brand starts with your story
Brand = trust Tell a story.
#HireToWin
Why Talent Brand Matters.
Fact: A company’s talent brand is twice as likely to drive job consideration as its company brand.
#HireToWin
Why Talent Brand Matters.
#HireToWin
The beauty of talent brand is you don’t need everybody to know your name. Only the
right people.
#HireToWin
Building your talent brand
Building a talent brand is Art Science
Marketer Salesperson
Talent advisor
Data nerd Researcher Technologist
#HireToWin
Get your companies customized Talent Brand Index Score
Engagement
Reach
Talent Brand Index
Tip: Quantify and benchmark your talent brand against peers. Track changes over time to measure the impact of branding initiatives.
What’s your score? http://talent.linkedin.com/talentbrandindex
#HireToWin
BMW Segmentation
2 Series 4 Series 5 Series 7 Series
Age: 20’s Recent grad Single No children Social lifestyle
Age: 30’s Upwardly mobile Single or married Likely or no children Active lifestyle
Age: 40’s Established career Married Growing children Active or family centric lifestyle
Age: 50’s Executive career Married Teen or grown children Luxury lifestyle
#HireToWin
Talent Segmentation
Jr Engineer Sr Engineer Sales Executive
Age: 20’s Recent grad Single No children Social lifestyle
Age: 30’s Upwardly mobile Single or married Likely or no children Active lifestyle
Age: 40’s Established career Married Growing children Active or family centric lifestyle
Age: 50’s Executive career Married Teen or grown children Luxury lifestyle
Tip: Build out avatars for easier candidate segmentation
Create a visually appealing and (near text-less) career portal
#HireToWin
Create a video
Tip: Use your smart phone
#HireToWin
Market your internal employees often!
Fact: Nearly 80% of companies build their employment brand through their employees. What is your company doing?
Personalize the candidate experience.
Tip: Personalize the recruiting process and ask for honest feedback
#HireToWin
Set your company apart with new ideas
#HireToWin
Text 'PLAYDK' to 41411
What is your LinkedIn Company Page experience? Did you know just a few small tweaks can make a huge impact?
#HireToWin
Get interactive
Tip: Embedding ‘Follow’ buttons in smart places helped Unilever grow its LinkedIn follower base from 40K to 235K in just 10 months.
Embed ‘follow’ buttons in your website and email signature lines.
Add follow buttons to: • Blog • Website • eMail signatures • Social media • Case Studies • Industry research • Any online tools • Online demo
#HireToWin
Embrace discussion
• Adopt social media tactics • Expose company culture • Ensure fresh content goes beyond job descriptions
#HireToWin
Above and beyond
Tip: Convert your team into brand ambassadors
#HireToWin
Give candidates a taste of your brand: Skill building workshops
Acme Company people share their personal brand advantage 9 Personal branding 9 Interviewing 9 Networking
Spend an hour with us and learn new skills for life:
#HireToWin
A day in the life….
#HireToWin
Talent Brand Measurement: Set Goals
Fact: Only one-third of talent acquisition leaders say they consistently measure their employer brands.
Sample goals for talent brand program • Increase offer acceptance rate by X% • Reduce attrition by X% • Improve employee survey ratings by X% • Increase baseline familiarity with your talent brand in external surveys by X% • Double the number of employees with an optimized social presence • Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/ regions
#HireToWin
Leverage ad space on employee profiles
Are you opening a new office in Brazil? Are you ramping up your sales force? Best-in-class companies craft an annual engagement strategy to keep their brand and opportunities in front of passive talent.
#HireToWin
Keep your brand and opportunities in front of talent Are you opening a new office in Brazil? Are you ramping up your sales force? Best-in-class companies craft an annual engagement strategy to keep their brand and opportunities front and center.
#HireToWin
Always be measuring: Surveys
Tip: Look for opportunities to ask the same question to both internal and external talent. That will allow you to understand any perception gaps across those audiences.
#HireToWin
Talent Brand Facts
Talent Brand Facts
Companies with a strong talent brand get a 31% higher InMail
acceptance rate
#HireToWin
Talent Brand Facts
Customers with a strong talent brand spend, on average, 43% less to make a hire on LinkedIn than our customers without a
strong brand.
#HireToWin
Talent Brand Facts
Companies on LinkedIn with a strong TBI actually grew faster than their counterparts with a
weaker talent brand.
Data shows 20% faster!
#HireToWin
Talent Brand Facts
A strong talent brand leads to 2.5x more applicants per job
post on LinkedIn
#HireToWin
Talent Brand Facts
Data shows that 56% of global talent leaders are prioritizing talent branding for their company this year. Are you one of them?
#HireToWin
Audience Poll
Which one of these statements is most true? � We just started building our talent brand this year � Talent brand will be a top priority for 2016 � Talent brand has a significant impact in our ability to hire great talent � Talent brand is not a priority at the moment
#HireToWin
Resources: Talent Brand Index http://talent.linkedin.com/talentbrandindex LinkedIn Talent Solutions https://business.linkedin.com/biz
#HireToWin