Kristin Rice Talent Brand Consultant

LinkedIn

Nicolas Blanc Talent Brand Consultant

LinkedIn

The Power of a Unified Brand Aligning your corporate, consumer and talent brands

Corporate Brand

Consumer Brand

Brand

Essence

Talent Brand

Investors

Influencers

Partners

Customers

Employees

Candidates

5

Source: January 2015 -July 2015 for the top 100 companies with the strongest talent brand on LinkedIn.

2013 LinkedIn & Lippincott Study: Aligning your consumer brand and your talent brand

Talent Acquisition

Business Performance

Marketing

The ROI of a Unified Brand

87% lift in application

rates 3.1X increase in

conversion to hire

35% increase in

sales growth over

a 5-year period

84% lift in content

engagement

7

#1

« Don’t fuck up the culture! »

Peter Thiel

#1

Step 1

#2

12

13

Storytelling is a key ingredient for these brands

#3

Activate employees as brand ambassadors

70% of customer brand perception is determined by

experiences with people.

Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.

#3

Employees Are Your Most Trusted Source

2016 Edelman Trust Barometer Global Report

0

10

20

30

40

50

60

Financial Earnings & OperationalPerformance

Business Practices/Crisis Handling Treatment of Employees/Customer Partnerships/Programs to AddressSocietal Issues

Innovation Efforts Views on Industry Issues

Company CEO Senior Executive Employee Media Spokesperson

#3

Company CEO Media Spokesperson Senior Executive Employee

#3 So Let Them Do the Talking

#4

19

Who’s In Charge of Employer Branding?

CEOs: 60% CEOs

Marketing: 38% HR

50% CEO

HR: 60% HR*

“Who has primary accountability for employer branding initiatives?”

Source: Universum 2020 Outlook: The Future of Employer Branding

*Averaged results from HR Manager/Director, Talent Acquisition Manager/Director, Recruitment Manager/Director

#4

Stakeholders See Room

For Improvement & Collaboration

CEOs: 52% YES!

Sr. MGMT: 70% YES!

HR: 77% YES!

“Do you see a need for closer cooperation within employer branding between

executives, marketing, and HR/recruiting?”

Source: Universum 2020 Outlook: The Future of Employer Branding

#4

#5

Who are our

candidates?

#5

Build integrated media

plan for all channels

Compare and prioritize

target audiences for Corp,

TA and Marketing

Switch messaging/target

based on performance

#5 Integrated Approach For Advertising

Takeaways

#5

#4

#3

#2

#1

Q&A Q&A