In this session from Talent Connect London, LinkedIn's Etienne Tremblin and British American Tobacco's Sarah Penrose cover all the top ways to boost your talent brand, and include information on measurement of your message through the Talent Brand Index.
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Promote & Engage: Ways To Amplify Your Talent Brand Talent Connect London 2013
1. Promote & Engage: Ways To Amplify
Your Talent Brand
Etienne Tremblin
Sarah Penrose
Media Solutions
Consultant
LinkedIn
Global Talent Acquisition Marketing
Manager
British American Tobacco
5. #intalent
Why you should invest in your talent brand
Lower cost per hire by
up to 50%.
Reduce employee
turnover by up to 28%.
Influence the conversation
with candidates.
6. #intalent
Let your talent brand journey begin!
STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
Get buy-in
Listen and
learn
Craft your
approach
Promote
and engage
Measure
and adjust
True
Credible
Attractive
Distinct
Sustainable
10. #intalent
What makes good content
1
LINKEDIN TODAY
7
GOOGLE ALERTS
2
DEPARTMENT BLOG
8
INDUSTRY PUBLICATIONS
3
INDIVIDUAL BLOG
9
THOUGHT LEADERS
4
PHOTO
10
POP CULTURE
5
INTERNAL COMMUNICATIONS
11
HUMOUR
6
HIRING TEAM
12
YOU TUBE
11. #intalent
What makes good content
Including a link can
drive twice the
engagement than
posts without links
Images on average
result in a 98%
higher comment rate
Links to YouTube
videos play directly
in the LinkedIn feed
and typically results
in a 75% higher
share rate
13. #intalent
Your employees are your best ambassadors
Encourage ‘Share and Tell’
Develop and communicate Social Media Guidelines
Bring cross-functional teams together
20. #intalent
Amplify your Talent Brand through
Jobs
SCIENCE
ART
Avoid overly-creative job titles.
Use your job post as a talent
branding vehicle.
Tie the job to your LinkedIn Company
Page.
Showcase the position’s impact.
Give high-priority positions extra
oomph.
Try a conversational tone.
21. #intalent
Promoting your talent brand beyond LinkedIn
ASOS
2,645,000
LIKES
548,000
FOLLOWERS
1,000,000
FOLLOWERS
2,255,000
FOLLOWERS
780,000
VIEWS
23. #intalent
Talent Brand Index
Talent Brand Reach
1,556,590
members
Talent that’s familiar with you as an
employer
Viewing employee profiles
Connecting with your employees
Talent Brand Engagement
241,457
members
Talent that is interested in you as an
employer
Researching company and career pages
Following your company
Talent
Talent Brand Index
Viewing jobs and applying
16%
24. #intalent
BAT Talent brand index progression
16%
16%
14%
14%
12%
13%
11%
10%
9%
8%
7%
6%
6%
6%
6%
6%
6%
7%
6%
4%
2%
0%
Aug 12 Sept 12 Oct 12
Nov 12 Dec 12
Jan 13
Feb 13
Mar 13
Apr 13
May 13 June 13 July 13 Aug 13
Thanks Sarah, I am sure you will get a lot of questions after the presentation.The second point and next logical step is: Leverage your assets. You have a lot of resources within your reach: content and people. How can you use them?But first let’s see what makes good content?
Your profile is the first place a candidate will go after receiving your InMail or seeing you viewed their profile, so it represents a prime branding opportunity. Looking at profiles is the #1 activity on LinkedIn. Set up your own profile as a model for employees, and have the rest of the recruiting team follow suit.
In addition to your Company Page, you have the option to add a career page on LinkedIn. It can then become the central hub for your talent brand activity on LinkedIn. 4 guidelines on how you should approach the content on your career page:Think visuallyThink digitallyThink videoThink customised. You can create dynamic career pages and make sure the right message will be communicated to the right memberL’Oreal is to me doing a great job, showing the Employer Value Proposition in a very smart way, in the banner.Career page now attaches itself to a job posting on LinkedIn
Jobs are probably the best advertisement you can have. It is very difficult to write a good job descriptionIt is a science but also an art. Avoid overly-creative job titles.Stick with standard titles and keywords commonly usedin profiles and job searches. This helps LinkedIn’s specialalgorithms match and deliver your job postings to themost relevant active and passive candidates.Tie the job to your LinkedIn Company Page.Use the drop-down list to link to your Company Page,so candidates can easily learn more about you.Give high-priority positions extra oomph.Use Sponsored Jobs to showcase key positions totargeted talent. Simply bid the amount you want to pay.And on the ART side…Use your job post as a talent branding vehicle.Share the things that make your company a great placeto work. Specifics like “annual chili cook-off” paint amore vivid picture than just saying “fun culture.”Showcase the position’s impact.Passive candidates are 120% more likely to want to makean impact.5 Your jobs on LinkedIn will be seen by passivecandidates, so get them excited about the potentialof the role.Try a conversational tone.Marketing is usually more effective when you writelike you would speak to your audience: simple, direct,and friendly.