The Secret Sauce of Top Companies:Aligning Your Employer & Customer Brand

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Power of a brand

36%

*Cumulative stock performance over 5 year period

Stronger financial results due to strength of consumer and talent brand

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A Strong Talent and Customer Brand is a Powerful Combination

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Lippincott Customer BrandView Index

Cumulative stock performance over 5 year period

36%28%-6%

10%

HighLow

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What can you do today?

Turn marketing inwardUnderstand your brand inside and out

Measure it

Align Talent Acquisition & MarketingInspire belief and enable action

5Unmovable Unstoppable

Align Talent Acquisition & Marketing to align prospect experience (e.g., messaging, process) with overall brand story

Start at the topYour CEO and their team must get behind your brand alignment, and commit to helping promote it. Keep making the case until they’re on board.

Bring partners to the table Don’t go it alone. Your talent brand is part HR, part Marketing, part Communications - and it’ll need IT support.

Brand Task ForceLeverage cross-functional expertise by including them in a cross-functional talent brand task force. With more skin in the game your colleagues will help you succeed.

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Understand your brand inside and out, and advocate for it everyday with authenticity and purpose

Listen Up!Listen to your customers, employees and candidates, and listen well. Ask questions. Gather facts, opinions, and stories - the building blocks of your brand. Put aside your own biases about what you should hear, and seek to understand their views.

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Are >90% of team members aware of, excited by, and empowered to execute on the mission? Do brand ideas get executed spontaneously?

Do employees and the outside world notice these, in a way that they realize that it is real, the company is serious and something exciting is happening?

Are the daily moments in the customer experience meaningfully different in a branded way?

Create an environment that inspires belief and enables action in support of your brand

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Turn marketing inward to a forgotten audience, the employees, to create understanding, belief and employee action in support of your brand

Ensure your executives are on board.Get C-suite support to drive widespread participation.

Educate employees on your brand.The more connected they are to the brand, the better ambassadors they’ll be.

Encourage share and tell.Share authentic stories, pictures, and company events across a variety of media so your employees (and followers) can repost and drive viral discussion.

Monitor for success.Measure engagement and create action plans to build your foundation of engaged, enthusiastic brand ambassadors.

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Measure your talent brand over time as you change your tactics, approach and messaging

In-house Your offer acceptance rate goes up Employee retention increases Internal surveys confirm your employees are excited about your

company as a place to work

Online Traffic to your career site, your employee video testimonials, etc.

increases You double the number of employees with an optimized social presence

Talent Brand Index Your Talent Brand Index score rises versus your peers and in the

segments that you care most about

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Questions?www.lippincott.com/www.marketing.linkedin.com/solutions

Appendix

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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

• a significant asset for both hiring/retaining great talent and promoting your corporate image to the market

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We assess two components of your brand: Reach and Engagement

Talent Brand Reach

Talent

Talent that’s familiar with you as an employer

Talent Brand Engagement

Talent that is interested in you as an employer

30,000members

5,400 members Researching company and career pages

Following your companyViewing jobs and applying

Viewing employee profilesConnecting with your employees

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Talent Brand Reach

Talent Brand Engagement

Talent

Talent Brand Index= Talent Brand Engagement

Talent Brand Reach

xyzCo's 18%30,000

members

5,400 members

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

15

Immediate benefits for your organization

Reduce employee turnover by up to 28%

Influence the conversation — before others do

Lower your cost per hire by as much as 50%

You’ll positively impact the perceptions of your brand among customers and clients

Source: LinkedIn Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB, (December 1, 2011) .