Date post: | 16-Aug-2015 |
Category: |
Recruiting & HR |
Upload: | linkedin-talent-solutions |
View: | 156 times |
Download: | 0 times |
&&
4 Essential Tips to Convert your Employees to Talent Brand Ambassadors
& Research insights to drive your talent brand
Reasons to cultivate your followers
Top 5 incentives for employees to become brand ambassadors
Analysis of brand ambassadorship and how it relates to talent recruiting
Linkage between employee engagement and followers
5 reasons employees become drivers of your brand
The truth about followers and connections
Cultivating employees as
brand ambassadors
©TNS & LinkedIn 2015 [email protected] | [email protected]
Poll:
What is your role at your current company?
Poll Question
©TNS & LinkedIn 2015 [email protected] | [email protected]
Carrie SmithModerator
LinkedIn Talent Solutions
Marty FinnPresenter
LinkedIn Talent Solutions
Mike SchroederPresenter
CEO, TNS Employee Insights
Presenters
©TNS & LinkedIn 2015 [email protected] | [email protected]
Focus on providing innovative solutions to increase employee engagement, retain top talent, enhance brand awareness and overall business performance:
Employee Engagement
Retention of Top Talent
Brand Awareness
Customer Engagement
Leadership Development
Normative database comprised of information from 2+ million employees surveyed annually in 120+ countries
Global leader of custom research, analysis and insights
TNS: Who are we?
©TNS & LinkedIn 2015 [email protected] | [email protected]
We provide thousands of recruiters, HR
professionals and hiring managers with
highly effective tools to find and engage
top talent through the world’s largest
online professional network.
LinkedIn customers include 85% of the
Fortune 100 and corporations from every
industry around the globe.
Sourcing – Employer Branding – Job Distribution - Insights
LinkedIn: Who are we?
©TNS & LinkedIn 2015 [email protected] | [email protected]
#1 Focus on employee engagementEnsure buy in from senior leadership with a focus on employee engagement and strategic planning
#2 Educate your employees Educate your employees on Brand Ambassadorship
#3 Encourage ‘Share and Tell’Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion
#4 Measure & monitor your initiatives to gauge successMeasure engagement and create action plans that build a foundation of engaged employees and brand ambassadors
4 Tips to Convert Your Employees to Talent Brand Ambassadors
©TNS & LinkedIn 2015 [email protected] | [email protected]
SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012
Most follow for incentives, rewards, or discounts.1
Follow for professional news, insights, and product
information.2
People follow companies on social platforms for different reasons
©TNS & LinkedIn 2015 [email protected] | [email protected]
Employee Value PropositionThe attributes that you most want associated with your company
Employer Branding The delivery of your EVP across every communication touch point both internal and external
Brand Promise
What is your Employer Value Proposition & Branding?
©TNS & LinkedIn 2015 [email protected] | [email protected]
Source: LinkedIn study of 3800+ global professionals conducted in January 2012
People are 3x more likely to spread bad news than good, and social media creates a transparent boundary between your employees
and the marketplace
Long-term relationships
64%of followers would follow companies
“indefinitely”
61%of members are more
likely to share information as a result of following a company
Brand evangelists
Engaged talent pool
71%of members are
interested in updates on job opportunities from companies they follow
Impact of Social Media
©TNS & LinkedIn 2015 [email protected] | [email protected]
cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism
Disengaged employees…
Source: TNS Case Studies
TNS Research shows…Employee engagement can increase profitabilityHigher employee engagement often coincides with a higher level of service quality
Employee engagement has an influence on customer retention
Employee Engagement & Business Outcomes
©TNS & LinkedIn 2015 [email protected] | [email protected]
Employees that are PROUD of their company and glad to tell people about it
Employees who would RECOMMEND their company to others as a good place to work
Source: TNS Global Panel Study and TNS Normative Database
Global Panel Study
High-Performing
Organizations
vs.58%
81%
87%
53% vs.
Do You Have Brand Ambassadors?
©TNS & LinkedIn 2015 [email protected] | [email protected]
Source: TNS Global Panel Study
Brand ambassadors are supported through strong leadership andeffective brand training initiatives
Top 5 Reasons Employees Become Brand Ambassadors
1. Company brand experience sets us apart
2. I trust senior leadership
3. Work gives me a feeling of accomplishment
4. My company is environmentally responsible
5. I feel valued as an employee
1. Our brand experience sets us apart from competition
2. Supervisor supports brand experience efforts
3. Brand experience coaching and training is effective
4. I understand the behaviors to deliver the brand experience
Drivers of Ambassador Efforts
Creating Brand Ambassadors
©TNS & LinkedIn 2015 [email protected] | [email protected]
Employee Engagement
Highly engaged employees are your best brand ambassadors
Key drivers of employee engagement:
Shared Purpose and Values
Career Development
Recognition Senior
Leadership
Case Study - HCA Over 25,000
department managers received reports and insights
More than 10,000 action plans were created online
Increases in employee engagement have resulted in improved patient satisfaction, reduced turnover and improved financial performance
Tip #1: Focus on Employee Engagement
©TNS & LinkedIn 2015 [email protected] | [email protected]
Questions employees need answers to…1. Why is this a great
place to work?2. What is the value
proposition for a new employee?
3. Why do we exist in the view of our customers?
4. What type of talent does this organization need to grow?
5. What resources are available to help with this effort?
6. What are our social media policies?
Case StudyA Fortune 500 company in the service industry showed that: Almost 40% of its
employees felt restricted by the organization’s current social media policy
More than half of its employees would share company stories given more flexible social media guidelines
After developing an internal social media platform, over 60% of its U.S. based employees engage in intranet social media sites either daily or weekly
Tip #2: EDUCATE YOUR EMPLOYEES
©TNS & LinkedIn 2015 [email protected] | [email protected]
Develop and Communicatea Social Media
PolicyDistribute 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 TogetherCreate alignment
through communication
Encourage social media professional collaboration with colleagues
Enhance teamwork by breaking down internal silos
Build communities
Utilize Intranet &
Social Media Sites
Use intranets & social media platforms to highlight the connections across employee engagement and positive customer experiences
Tip #3: ENCOURAGE ‘SHARE AND TELL’
©TNS & LinkedIn 2015 [email protected] | [email protected]
Salesforce was tasked with hiring hundreds of account executives and sales engineers. CEO Marc Benioff rose to the challenge by asking his employees to turn to their networks to drive applicants:
The Salesforce Challenge
©TNS & LinkedIn 2015 [email protected] | [email protected]
1 Data: 10/15-11/16, excludes weekends
The impact was impressive…60% increase in employee referrals that week!
350 Links shared via LinkedIn status updates
2x more than the daily average
One post led to…RESULTS
159K Connections~25% Sales Professionals
40K Companies
Shared Links1
By SFDC Employees +128%
Likes1 SFDC Employee Posts +70%
Status updates visible to:
The Salesforce Success Story
©TNS & LinkedIn 2015 [email protected] | [email protected]
Employee Engagement Measure employee
engagement and focus on the key drivers necessary to create brand ambassadors
Training & Coaching Management Brand ambassadors
Brand Ambassador Programs Impact or utilizing
networks for recruiting top talent
Social media programs
Case Study
A business unit reported estimated savings of lost productivity by improving engagement by $30 million per year
Operating profit increased from $1.2 billion to over $2 billion
Functional and department leaders utilized an online action planning and best practices platform in order to implement both global and local action plans
Tip #4: MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS
©TNS & LinkedIn 2015 [email protected] | [email protected]
What are my competitors doing?
How do I leverage my brand ambassadors?
What you need to know
©TNS & LinkedIn 2015 [email protected] | [email protected]
What you need to know
#1 activity on LinkedIn = viewing profiles of connections. Help your employees be strong representatives of your company
by hosting a brown bag lunch to provide tips to improve their profiles.
Use ad space on employee profiles to drive traffic to your career presence on LinkedIn. 20x more likely to be clicked than regular ads.
Employees are automatically followers when listing their company employment. Send targeted company status updates on LinkedIn to share
relevant content. Highlight your brand ambassadors on your Career Page to ensure
the message really resonates. Deploy targeted version of Career Pages to showcase relevant
employees and opportunities to visitors.
Employees can amplify your message. Encourage employees to share key updates to distribute your
message to their connections. Follow the salesforce.com playbook. Broaden your distribution of job opportunities to employees’
professional circles and increase employee referrals.
Work With UsOwn the ad space
on your employees’ profiles
LinkedIn JobsEmployees share high priority
jobs with their network
LinkedIn Career PagesBuild your employment brand with
highlighting your brand ambassadors
©TNS & LinkedIn 2015 [email protected] | [email protected]
Training and engag
ed employees are
MORE likely
to create brand ambassadors
Engaged
employees are
LESS likely
to leave, loweri
ng overall costs
of recruit
ing
Engagement & Your BrandLinkedIn & TNS Employee Insights researchconverge on two key findings…
!!!!Summary
©TNS & LinkedIn 2015 [email protected] | [email protected]
Questions?
Please email us at:
[email protected] any confidential questions or tweet@hireonlinkedin
©TNS & LinkedIn 2015 [email protected] | [email protected]
Marty [email protected]
LinkedIn Talent Solutionstalent.linkedin.comhttp://talent.linkedin.com/blog/ @HireOnLinkedIn
Mike [email protected]
TNS Employee InsightsTNSei.com@tns_insights
Building the future of insights together!Contact us
©TNS & LinkedIn 2015 [email protected] | [email protected]
TNS Employee Engagement Tips Booklet
At last, a truly great employee engagement tips booklet you can use! Written by TNS research professionals, providing tried and true methods on how to engage employees.
For a quick and easy download, visit:
Tnsei.tips.com