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5 Steps to Crafting a Highly SocialTalent Brand

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Introduction

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Why we’re here

72%UK Talent Acquisition

Decision Makers agree that employer brand has significant impact on

ability to hire great talent

Prioritisation of employer brand(by company size)

69% Agree employer brand is a top priority for their organisation

67%

70%

67%

78%

< 500 Employees

501-1,000 Employees

1,000-10,000 Employees

> 10,000 Employees

For more details, see lnkd.in/stateofeb

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Why talent brand?

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A more talent-centric way of

thinking about your employer brand

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5 steps to a highly social talent brand

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STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

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Step 1: Get buy-in

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STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

How to get executives to champion your talent brand

Start at the top

Your CEO and their

team must get behind

your talent brand, and

commit to helping

promote it.

Arm yourself with data

Universal facts

Stress the business impact

of your talent brand.

LinkedIn insights

Data on your company’s

social presence

Number of employees with

profiles

Aggregate number of

connections, etc.

Recruiting metrics

Who you’re losing talent to &

where you’re struggling to

hire

Bring partners to the tableExamples: HR,

Communications, Marketing, IT

Create a cross-functional talent

brand task force.

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DM

How to get employees to champion your talent brand

“My view is every employee with an external profile that highlights they work at Sky is a brand ambassador .”

Lee YeapHead of ResourcingSky

Sky leveraged their employees as brand ambassadors

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Step 2: Listen and learn

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STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

Look before you listen

Audit checklist

• Employee exit interviews

• Candidate feedback

• Employee LinkedIn profiles

• Activity on other social media platforms (e.g., Twitter, Facebook, YouTube, Flickr)

• Other online discuss forums (e.g., blogs, LinkedIn Groups, rating sites like Glassdoor)

Public

• Corporate website• Graduate recruitment materials• Recruitment advertising• Live event materials• Company and Career Pages on LinkedIn• Official presence on other social platforms

Private

• Direct communications with candidates and alumni• Company intranet• Training and development materials• Performance management process

Official Unofficial

Perform an audit from the shoes of:

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Sample questions

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What are the most important values you look for in a job?

Where does XYZCo do a very good job of delivering on these values?

Which important values do you feel XYZCo does not deliver on?

What originally attracted you to join XYZCo?

To what extent have your expectations been fulfilled? Where have they been exceeded? Where have they not been met?

If you wanted to convince a friend to work at XYZCo, what story would you tell them?

How likely would you be to recommend XYZCo as an employer?

What are the most important values you look for in a job?

When you think about companies that hire people with your skillset, which companies come to mind?

How familiar are you with XYZCo as a place to work?

How likely would you be to consider a job at XYZCo?

What is your overall impression of XYZCo as a place to work?

Based on your knowledge of the company, where does XYZCo do a very good job of delivering on these values?

Based on your knowledge of the company, which important values do you feel XYZCo does not deliver on?

Current employees Passive candidates

Listening can make all the difference

Strategic annual survey use

Challenge: Keeping employees engaged in a connected world.

Approach: Through annual survey, JPMorgan asked what employees need/ want in order to stay. Top answers: mobility and development opportunities.

Result: Launched extensive internal mobility program.

• In 10 months, internal hire rate rose by 5% (they fill 75K positions/yr)

• Ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings.

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Ellie ShephardGlobal Recruiting Program

Manager, Vice President

Step 3: Craft your approach

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STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

talent.linkedin.com

Authenticity is everything

Robert Walters

Clarify

Dropbox

How to deliver an authentic talent brand

REAL

CONSISTENT

PERSONAL

BRAVE

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Promise what you can deliver

Challenge: Talking about work-life balance at a professional services firm.

Approach: Shifted focus from work-life balance to “flexibility” - just as valuable to employees but much more realistic.

Result: Believable talent brand, internally and externally.

Danielle Bond, CMO

Begin with the end in mind

Sample goals for your 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 optimised social presence

Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions

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Step 4: Promote and engage

talent.linkedin.com

STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

1. It all starts with the profile

Engaging, friendly pictureWho wouldn’t want towork with Lee?

Regular UpdateShow he’s engaged and insighful

Engaging summaryWritten in the first person, with passion

Descriptive headline

that goes beyond the title

Other features we like:

•Core skills, endorsed by your network

•Volunteer experiences

•Just enough on prior positions to build credibility

#talentbrand | talent.linkedin.com

3. Craft job posts for passive AND active candidates

50% of job applications on LinkedIn via ‘anything but search’95%

of professionals fine with being approached with relevant opportunities

80%of working professionals around the world are considered passive candidates

The other 20% are actively seeking a new job

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3. Brand through Jobs with these 6 tips

Use your job post as a talent branding vehicle.

Showcase the position’s impact.

Try a conversational tone.

ART

Avoid overly-creative job titles.

Tie the job to your LinkedIn Company Page.

Give high-priority positions extra oomph.

SCIENCE

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LinkedIns’ job design helps tell your company story to candidates

21

4. Spruce up your Company Page

01 Talk to your marketing team and coordinate your approach.

02Add an image that welcomes visitors to your page and showcases your brand.

03Post status updates to start a conversation with your target audiences.

04Add products/services and solicit recommendations so people can learn about what you have to offer.

05Feature relevant groups to attract a broader audience and extend your reach.

5 tips to jumpstart your Company Page

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5. Use Targeted Status Updates

Tips for targeted status updates

Share jobs, relevant news stories about your company, employee interviews from your blog, etc..

Mix it up

Sketch out what you’ll say in advance and build a dialogue with your followers.

Have a plan

Remember the messaging you’re trying to get across and think about how to incorporate it.

Stay on brand

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71%of company followers on LinkedIn are interested in career opportunities at companies they follow.

6. Launch your Career Page

Think visually.

Use bold images to give a real-world glimpse into your organisation.

Think digitally.

Whatever you say, keep it brief. Content from your glossy graduate recruitment brochure may not make sense online, where attention spans are shorter.

Think video.

You’ll be able to engage candidates more deeply if they hear real people tell their own stories, so make video a core part of your strategy.

Think customised.

Adapt your content to viewers based on their LinkedIn profiles. You can target your Career Pages based on a candidate’s job function, industry, geography, and more.

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7. Advertise where the (interested and relevant) eyeballs are

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Clickthrough rates 20x industry average

Promoting your talent brand beyond LinkedIn

Twitter Facebook YouTube SlideShare Pinterest

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Step 5: Measure and adjust

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STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

If you don’t measure, you can’t manage

only one out of three

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Sample metrics

Key indicators of talent brand success

• Your offer acceptance rate goes up

• Employee retention increases

• Internal surveys confirm your employees are excited about your company as a place to work

In-house

• Traffic to your employee video stories goes up

• You double the number of employees with an optimised social presence

Online

• Content Marketing Score

• InPact

• Talent Brand Index

LinkedIn Metrics

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Read the playbook and contact us for help!

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Questions?

STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

Visit talent.linkedin.com to learn more about our solutions