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The Quest to Quantify: Measuring The Impact of Your Talent Brand | Webcast

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Companies are more empowered than ever to investigate, test, and quantify their talent brand. But how do you know if your efforts are paying off? Ed Nathanson, Founder of Red Pill Talent, will share research from LinkedIn’s new eBook, The Quest to Quantify: Measuring The Impact of Your Talent Brand. Get the ebook: http://bit.ly/1NX3N8F

Publicada em: Recrutamento e RH
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The Quest to Quantify: Measuring The Impact of Your Talent Brand | Webcast

  1. 1. The Quest to Quantify: Measuring The Impact of Your Talent Brand       @EdNathanson   www.redpilltalent.com      
  2. 2. This is your audience without awareness of your Employer and Talent Brand
  3. 3. First things first…..
  4. 4. Step 1: Learn the Language
  5. 5. Employer Brand How  you,  the  employer,  promote  your  company  as  a  place  to  work.    
  6. 6. Talent Brand The  highly  social,  totally  public  version  of  your  employer  brand  that   incorporates  what  talent  thinks,  feels,  and  shares  about  the   organiza@on  as  a  place  to  work.    
  7. 7. Sorry – but this is yesterday folks
  8. 8. Today  
  9. 9. 1  LinkedIn  Global  Talent  Trends  2015,  May  2015.  hIp://linkd.in/1LFQmL9   50%  of  global  professionals  discover  new   job  opportuni9es  through  word  of  mouth.1     “This place is sweet – pass it on”
  10. 10. The Funnel - what it should be vs what we all do
  11. 11. This stuff matters – big time Corporate  Responsibility  Magazine  asked  1,000  +  people  in  North  America  about  the  impact  of  a  company’s  reputa@on  on  their  willingness  to  accept  a  job  offer.   93%  of  those  currently  employed  would  leave  their   current  job  to  work  for  a  company  with  a  good  reputa9on.   76%    of  people,  (even  if  unemployed!),  say  they’d  be   unlikely  to  accept  a  job  offer  from  a  company  with  a  bad   reputa9on.
  12. 12. This stuff matters – big time Corporate  Responsibility  Magazine  asked  1,000  +  people  in  North  America  about  the  impact  of  a  company’s  reputa@on  on  their  willingness  to  accept  a  job  offer,  they  learned     33%  would  be  tempted  with  a   much  lower  bump  in  pay  if  the  offer   came  from  a  company  with  a  good   reputa9on.  
  13. 13. Step 2: Find your partners
  14. 14. This is NOT B2B – this is B2P Brand   messaging   Video   Blogs   Imagery   Spotlights   Career  site  
  15. 15. When talent and consumer brand work together
  16. 16. Your social profiles matter
  17. 17. One # and one destination to rule them all
  18. 18. One # and one destination to rule them all
  19. 19. One # and one destination to rule them all
  20. 20. One # and one destination to rule them all
  21. 21. It ain’t going away folks
  22. 22. Step 3: Measure what matters
  23. 23. YTD  Global  AOrac9on  Funnel   4917Total # of Applicants Referrals 154 Sourced 253 Inbound 4499 Internal 11 94Total # of Hires Converted Hire Channel Total # each Attraction Channel 29 25 37 3
  24. 24.     Showing  Value  to  the  Big  Dogs     A/rac1on  Metrics       •  Total  Hires  YTD  –  94     •  Q1  Total  Hires  –  37   •  Q2  Total  Hires  –  57   •  Q1  2014  –  6   •  Q2  2014  -­‐  23   •  Q1  Total  Candidates  in  Pipe  –  3010   •  Q2  Total  Candidates  in  Pipe  –  4036   •  Total  Candidates  in  Pipe  FY  2014  –  4115     •  Q1  Candidate  Conversion  –  1.25%   •  Q2  Candidate  Conversion  –  3.03%       Branding/Engagement     •  LinkedIn     •  Twi/er   •  Instagram   •  Facebook   •  GlassDoor  (Re-­‐Branded)   •  Google  +   •  LinkedIn  Impressions  (6months)    –  1.38m     •  TwiIer  Impressions  (6months)  –  85.6K   •  Glassdoor  Impressions  (6months)  –  52.5K     •  Monthly  Employee  Spotlights  –    Total   Collec@ve  Impressions  –  26.2K       Other     •  Rolled  out  Candidate  Survey  for  all   Candidates  who  are  Interviewed   •  Candidate  Ra@ng  –  8.4  /10   •  8  new  Glassdoor  reviews  this   quarter  –  ranking  currently  4.2  up   from  3.9   •  Latest  EB  Video  up  1354  views  this   quarter  to  4,502  Total  views  since   launch.            
  25. 25. Showing  Value  to  the  big  dogs  part  2  –  the   revenge
  26. 26. Before  “B2P”  –  a  one  way  conversa9on
  27. 27. AYer!  
  28. 28. Like IPAs? Our engineering team does and had a great time brewing some last night. Want to join them next time? @curaspan
  29. 29. People usually dread coming to work on Mondays. Not the @CloudLock engineering team in Waltham, as evidenced by me witnessing Pinata action at 8:30 AM?! Join us!
  30. 30. Does it work? CloudLock: •  256% increase in inbound applications •  44% LinkedIn follower growth •  843% growth in monthly views on GlassDoor.com •  50% increase in page views on Cloudlock Careers site •  233% increase in hires over the same time period in 2014 •  BBJ Best Places to Work 2015  
  31. 31. Does it work? Talend: -  4,762 total inbound applicants 2014 – 3015 in Q1 2015 alone -  966% increase in hires Q1 2015 over Q1 2014 -  235% increase on monthly Glassdoor.com views -  46% LinkedIn follower growth -  Q1 86 days time to fill – Q1 2015 52 decreased 40% -  Top 10 Big Data Companies to work for - Forbes
  32. 32. Step 4: Beware of pitfalls
  33. 33. How to fail at this stuff - miserably
  34. 34. Careers site – the destination matters!    
  35. 35. The not so good (being kind here)…..
  36. 36. You have no content – or if you do it’s not good
  37. 37. Step 5: Get started •  Brand theme/messaging – # theme name for all social outlets •  Video – Anchor video – Theme videos every 3 month cadence •  Blogs – Employee Spotlights, blogs by execs or employees on a monthly cadence •  Imagery – unleash your employees. Images taken from daily life, existing content, events, office happenings, team outings, etc. •  Spotlights – develop a cadence focusing as much on diversity as possible •  Career site – tie in to # and include real images of employees in work and fun – drive people to one place •  Cadence ! •  Ownership – divide and conquer with weekly meetings of channel owners MUST BE “REAL” AND NO “CORPORATE SPEAK” This is NOT B2B – This is B2P!!!!
  38. 38. Some trends
  39. 39. Some trends
  40. 40. Some trends
  41. 41. Some trends
  42. 42. Some trends
  43. 43. Some trends
  44. 44. Enable your teams! •  Social lunch and learn •  Orientation – start at onboarding! •  Contests •  Recognition •  No Big Brother! •  Measure Measure and Measure •  Show them value to THEM : referrals, profile, employment brand •  Glassdoor – ask – don’t push  
  45. 45. Your audience with a great talent brand!

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