How to Build and Promote a Diverse Workforce Through Branding

1. How to Build and Promote a Diverse Workforce Through Branding

2. Melody Cheung Senior Talent Brand Consultant Kirsti Stubbs-Coleman Global Talent Acquisition Program Manager Your Speakers Today

3. Agenda 1 2 3 4 The D&I Imperative One Size Does Not Fit All Q&A

4. The Diversity & Inclusion Imperative

5. The numbers speak for themselves…. Diversity’s Dividend 15% Gender diverse companies more likely to outperform financially What’s the likelihood that companies in the top quartile for gender diversity financially outperform companies in the bottom quartile? - Global Study, McKinsey, 2015 35% 1985 18% 2016 % of female Computer Science students Ethnically diverse companies 35%

6. Employees with inclusive managers are 1.3X more likely to feel that their innovative potential is unlocked 69% of women who off-ramp would have stayed at their companies if they’d had flexible work options Employees who are able to bring their whole selves to work are 42% less likely to say they intend to leave their job within a year Harvard Business Review, “Diversity Doesn’t Stick Without Inclusion” 2.1.17 ….BUT Diversity Doesn’t Stick Without Inclusion

7. “Diversity is like being invited to the party. Inclusion is being asked to dance.” - Verna Myers, Diversity Advocate “Only when we feel psychologically safe can we unleash our best selves. When we’re part of a team that values our opinion, we speak up and contribute more. Alternatively, when we don’t feel like we belong, we lose productivity because we waste time worrying about it. - Pat Wadors, CHRO of LInkedIn

8. LinkedIn’s D.I.B.’s: D&I + Belonging = Employee Engagement “If people don’t see themselves in your marketing materials, they don’t feel included” Talent Attraction Employee Experience Onboarding

9. Your Diversity Branding Strategy: One Size Does Not Fit All

10. Guiding Principle: Your brand is one story told to different audiences Growing favorability Corporate Brand Customers Candidates PressDriving sales Customer Brand Engaging talent Talent Brand

11. Understand & Customize Diversity Messaging

12. Get to Know your Diverse Audience Develop customized content that resonates with each group Demographics Who are they? Years of Experience Seniority Industry Skills Function Degree Type Psychographics What are their values and attitudes? Work/life Balance Competitive Pay Challenging Work Good Benefits Inspirational Leaders Behaviors How do they interact with companies? LinkedIn Facebook Job Boards Career Fairs Employee Connections Geography Where are they? Actual geographic locations Cultural Nuances Currently Employed Undergrad Grad School Targeted Audiences

13. Value Propositions Ranked by Importance What do Military Candidates care about most when considering a job opportunity? 15 Question asked: Please select the 5 most important factors when considering a job opportunity. Source: LinkedIn Q3 2014 survey; Sample Size: 3,771 63% 56% 43% 40% 39% 37% 36% 31% 31% 27% 24% 23% 23% 22% 7% 61% 52% 31% 29% 43% 32% 30% 37% 30% 26% 30% 33% 32% 26% 7% Compensation Balance Security Impact Challenging Pride Culture Career Path Contributions Superiors Colleagues Development Vision Flexible Transfer Veterans Non-Veterans 2% 4% 12% 11% -4% 5% 6% -6% 1% 1% -6% -10% -9% -4% 0% Compared to Non-Military Military Candidates are more concerned with making an impact than the average LinkedIn member.

14. Veterans and Military Candidates Demographics 55%: 15+ years experience Entry Level: customer service, troubleshooting Managers: strategic planning Skills: Business, IT, Engineering Operations, IT Psychographics They care about… Making in Impact #1 Competitive Pay Flexible Work Arrangements A Place That Makes Them Proud Job Security Behaviors LinkedIn More likely to accept an inMail Highly involved in groups High mobile usage Geography DC, LA, San Diego, San Antonio, Seattle Currently Employed Undergrad Grad School Veterans Targeting Messaging

15. Roll out the Red Carpet & Segment Messaging to your Audiences LinkedIn Career Page LinkedIn members can now select your audiences from a dropdown menu from your Career Page Examples: Diversity Veterans Students Women in Tech

16. Take Action Through Messaging, Educate Recruiters Wells Fargo’s goal • Hire 20,000 Veterans by 2020 • Reverse perception of poor Work/Life Balance Strategy • Series of ongoing posts highlighting team members making an impact on their communities & promoting Work/Life Balance Measure • Measure change in perception and recruiter feedback

17. Gender Diversity

18. What Do Women Want?

19. Women in Technology Demographics Who are they? Years of Experience Seniority Industry Skills Function Degree Type Psychographics They care about… Work/life Balance Flexible Work Arrangements Competitive Pay Challenging Work Making an Impact Behaviors How do they interact with companies? LinkedIn Facebook Tech Career Fairs Geography Where are they? Actual geographic locations Cultural Nuances Currently Employed Women in Tech Targeting Messaging

20. Organize, Brand, and Measure Professional Personal Behavioral Professional Value Prop Platforms Veterans • 55%: 15+ years experience • Skills: Business, IT, Engineering • Operations, IT • DC, LA, San Diego, San Antonio, Seattle • Currently Employed • Undergrad • Grad School • More likely to accept an inMail • Highly involved in groups • High mobile usage • Making in Impact #1 • Competitive Pay • Flexible Work Arrangements • Pride in work & Co. • Job Security Women in Tech • Most in QA & Test • Least in Embedded & Application • Bay Area, NYC, Seattle, Boston, DC • Passive • Highly communicative in groups • High mobile usage • Follow Companies where they want to work • Work/life Balance • Flexible Work Arrangements • Competitive Pay • Challenging Work • Making an impact Diverse Youth • HBCUs • Internships • Attend Events • Community-Oriented • Interested in Mentors • Enjoy personal communication • Follow Influencers • Highly receptive to targeted messaging • Highly Social • 75% research companies • Most Engaged Audience on LinkedIn • High mobile usage • Work/life Balance • Competitive Pay • Culture • Strong Career Path • Pride in Work & Co.

21. Corporate Branding Content PR Awards Corporate Blog Earnings Community Efforts Job Postings Powerful Talent Brand Content Thought Leadership Humor Video and Photos Employee Testimonials Department/ Individual Blogs Pop Culture The NormBest Practice

22. It’s Easier than You Think to Get Content Get authentic content from your own employees just being themselves, borrow from your own blogs

23. 25 Enlist an Internal Social Swat Team Willing to Share

24. Partner with Marketing, Social, ERG, Communications – Make it Fun, Create contests , Selfie competition, Videos

25. #notjustforboys Create a Hashtag

26. RECRUITMENTMARKETING D I V E R S I T Y D I V E R S I T Y

27. OPPORTUNITY FOR ALL D i v e r s i t y + I n c l u s i o n S t a r b u c k s C o l l e g e A c h i e v e m e n t P l a n V e t e r a n s + M i l i t a r y S p o u s e O p p o r t u n i t y Y o u t h

28. What is the ideal outcome? Who is our audience? How do we need to engage with them? What tools or channels align audience + outcome ?

29. BRAND CONVERSIONINFLUENCE Free Channels, Broad Reach Your career site Job Understand what tool drives what outcome. Not all tactics achieve the same objectives!

30. OPPORTUNITY YOUTH AUDIENCE CONSIDERATIONS Effective Job Ads Appealing Benefits Store Locations + Design Associations Customers Process for Application Career Site Job Boards + Channels

31. • Google Analytics • Visit to Career Site • Visits to micro sites • Applications – before, during and after • CPA – cost per application (channel spend vs. total applications) KEY METRICS

32. PARTNERING OUTSIDE OF RECRUITMENT

33. Key Takeaways Research & Educate: Get to know your audiences Customize your diversity marketing message but align them to your company’s Mission & Values Partner outside of Talent Acquisition for Content • Marketing, Social, Digital, and PR • Corporate Communications • Employee Resource Groups • Events Staff • Social Responsibility • University Recruiting 1 2 3

34. Q&A

35. Resources Pat Wadors Keynote: The Power of Belonging LinkedIn's Diversity Hiring Playbook LinkedIn Talent Blog: Diversity Articles Employer Brand Playbook

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