Post on 03-Aug-2015
transcript
Talent Solutions
The Power of Media for Talent Acquisition Jennifer Brannigan – Head of Talent Brand, Americas
Information Age
Media & Technology
Knowledge Economy
Linear
Networked Age
Social & Mobile
Relationship Economy
Interactive
We are embarking on a new age.
A Networked Age driven by Relationship Economics.
Industrial Age
Machinery
Market Economy
Analog
5 Steps to Boosting Your Talent Brand Through Content 6
People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment.
60% of the decision-making process is made prior to any direct interaction with a sales person.
are passive and not
looking to move…
75%
however,60%
of them are open
to opportunity
Talent branding
is imperative
to successfully recruit
passive candidates
Talent Branding is Marketing
Marketing
Goal = sales
Audience = existing and potential
customers
Messaging = value proposition and
benefits of products and services
Call to Action = Buy our stuff
Customer Journey =
Aware
Interest
Intent
Purchase
Talent Branding
Goal = hires
Audience = existing and potential
employees
Messaging = value proposition and
benefits of working at your company
Call to Action = Come work with us
Candidate Journey =
Aware
Engaged
Applicant
Hired
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A talent brand is not what you say it is, it’s what they say it is.
–Dave Hazlehurst,
Partner and Director, Ph. Creative
Relationships matter. Connections matter.
Your brand influences, and is influenced, by both.
Your voice
Your message
Your opportunities
Your audience
Your employees
Your candidates
Your alumni
Your customers
Your investors
Your brand has become one story, told to different
audiences: overlapping, interconnected, reinforcing
Engaging talent
Talent Brand
Driving sales
Customer Brand
Growing favorability
Corporate Brand
Customers
Candidates
Investors
Authentic, consistent, and reinforcing
Lin
ke
dIn
Ta
len
t B
ran
d I
nd
ex
Lippincott Customer BrandView Index
36%
28% -6%
10%
High Low
Hig
h
Lo
w
Cumulative Growth in Shareholder Value over 5 years:
25
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
Channel Your Inner Marketer 26
The Importance of Talent Branding
Talent brand is vital to improving recruiting outcomes
Every company, regardless of industry, location, and size
can harness the power of a strong talent brand
Social Media is leveling the playing field like never before,
enabling organizations to articulate their brand every day, in
many ways
believe talent brand
strength makes a
“significant impact”
on ability to hire
77%
Average reduction in
cost per hire
50%
Average reduction in
turnover
28%
talent professionals
who say talent brand is
a top priority in 2015
56%
The case for talent brand
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
The case for talent brand
Source: LinkedIn Talent Trends Report, March 2014
Reputation as a
“great place to work”
Reputation for “great
products / services”
Reputation for
“great people”
Reputation for
“being prestigious”
56%
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“Which channels or tools have you found to be most effective in promoting your talent brand?”
50%
52%
63%
45%
47%
60%
Social media (e.g.,Facebook, Twitter)
Friends/family, word ofmouth
Online professionalnetworks (e.g., LinkedIn)
Large companies Small businesses
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
30
“Think about the key quality hires that your organization made in the past 12 months.
Which of the following were the most important sources for those key positions?”
22%
28%
37%
38%
10%
20%
30%
40%
50%
2011 2012 2013 2014
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
Social professional networks
Employee referral programs
Company career website
Internet job boards
Internal hires
people
employer brand
culture
perks
leadership
alumni
network
current employees
candidate experience
reputation
perception
transparency
authenticity
Employee Value Proposition Company Culture
People Candidate Experience
YOUR
TALENT BRAND
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Develop and Communicate a Social Media Policy
Distribute social media guidelines that encourage participation and reduce fear
Provide stories of fellow employees on social media platforms
Communicate in the local language and on local platforms
Bring Cross-Functional Teams Together
Create alignment through communication
Encourage social media professional collaboration with colleagues
Enhance teamwork by breaking down internal silos
Build communities
Empower your executives!
Bring your executives and functional leaders into the mix
Encourage them to share stories, projects and engage candidates
Encourage Share & Tell
Give your employees a voice: Leverage their
connections
60% increase
in referrals
in week one
Reached 159,000
professional 40,000
companies
25% Sales
professionals
350 links shared
in one day
Employees of the most socially engaged companies
More likely to
‘feel inspired’
20%
More likely to ‘feel
proud about the
leadership of
the company’
15%
More likely to ‘feel
optimistic about the future
of the organization’
27%
Now, more than ever before, recruitment is
marketing.
Start the conversation Proactively bring those hard-to-reach
candidates into your funnel
Build relationships Win them over with content that matters to
them in a voice they can relate to
Convert From followers to candidates through
outreach for the right opportunities
Evangelize Give your employees a voice
Aware
Engaged
Considering
Hire
Target Members
Brand Ambassadors
Done well, Talent Brand can accelerate the
hiring funnel by 2x or more
53% of individuals
start thinking about a job search
at least 5 months before the job switch…
…and 75% of surveyed job switchers
used LinkedIn during that recent job change
to inform their career decision
A 2015 survey of recent job switchers found…
Job switchers are engaging in multiple touch points
to inform their decisions
Laura
Target Candidate
#1 Establish presence on Social Media
#2 Find and reach your target audiences
#3 Develop a content strategy
#4 Measure & monitor
2X Followers of a company with a LinkedIn Career Page are
on average 2X more likely to respond to a recruiter’s InMail
61
Members searching other members every year
Page views on LinkedIn are members viewing
members’ profiles
Activity on LinkedIn is looking at your
connections profiles
5B
76%
#1
Summary:
Career and
Professional
Highlights
Experience /
Education
Title, Current
Company, Job
Function,
Seniority,
Industry,
Company Size,
Past Company
Groups /
Associations
Location
Skills &
Expertise
Jane Smith Sr. Engineering Manager
Jane, you have a career
opportunity from xyzCo. Are you
ready for a new challenge?
JOBS YOU MAY BE INTERESTED IN
Feedback I See more »
Sponsored Tools Software Developer Technicolor – Los Altos, CA
x Software Developer Commona – San Francisco, CA
x Sr. Developer Crosswise Group – Los Altos, CA
x Software Engineer Tyler Corp. – Sunnyvale, CA
xyzCo
SPEAK TO AN XYZCO RECRUITER
Are you ready for your next challenge
at xyzCo?
Hello Jane,
xyzCo is growing and hiring top Sales talent. Our business is thriving and we are excited to
bring on some of the best in the business to join our team. We realize that in order to
sustain our growth we need to invest in hiring the best people to our organization.
We are looking for an Senior Sales Consultant who loves winning, innovating, and having
a lasting impact on the world. Now is a great time to join our company to have a hand in
shaping how we do business!
Want to learn more or know someone else who may be interested? Click on the button
below and we’ll be in touch!
“I’m Interested” Buttons
Once clicked, member’s info
goes directly to your recruiters
What makes ACME unique?
Follow ACME on LinkedIn
What is Content Marketing?
Any marketing that involves the creation and sharing of media and
publishing content in order to acquire clients or candidates
Content Marketing develops long term relationships with your audience
• Adds value to the industry conversation
• Provides concrete tips and offers unique insights
• Does not aim to directly sell, rather provides free value
• Establishes the publisher as a thought-leader or trusted advisor
Why is it important?
Every time you post content, you’re nurturing the relationship with your followers
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Generate Awareness of Roles
you are Filling
Build a Community of
Target Candidates
Promote News
or Upcoming Events
Establish Thought
Leadership
Build Reputation as a
Consultancy of Choice
Ways to build relationships
with target talent
Member News Feed
74
Sponsored Updates
Reach the entire LinkedIn network
Company Updates
Only reach your pool of followers
With Sponsored Updates you can build the same
kind of relationships with talent outside your followers
364M+ (+2 every sec)
LinkedIn Member
Population
19,000
Build relationships with candidates on desktop, tablet and mobile
50% of LinkedIn’s traffic
is from mobile
Engagement rates can
be up to 5x higher on
mobile
When viewed with
Recruitment Ads,
Sponsored Updates
see a 25% lift in
engagement
75
Drive quality engagement with the candidates you need
76
Build communities
of top talent
Generate 2-way
dialog with target
candidates
Examples of Content Marketing
When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action
Improve employee survey ratings 3
Reduce attrition 2
Increase acceptance rate 1
Increase employee social engagement 4
Measure for success