Nicolas Blanc, LinkedIn Kristin Rice, LinkedIn Make the most of your brand by leveraging all three pillars of it: consumer, corporate, and employer. There are positive qualities and aspects of each of your brand pillars, and the most successful companies take advantage of all of these together. This session will teach you how you can create a strong, unified brand presence that incorporates all of your brand entities. Key highlights: Companies that successfully align their corporate, talent and consumer brand, are better suited to engage with millennials and can also develop competitive advantages. Your employees are your best brand ambassadors. LinkedIn can help to empower them. A strong company culture and a powerful content marketing strategy are equally important when it comes to build a Unified Brand. Branding is more than just a marketing function; it’s an organizational function. That means that everybody needs to contribute. Check out the best of Talent Connect: http://bit.ly/2e5ojNe

2. ​Kristin Rice
Talent Brand Consultant
LinkedIn
​Nicolas Blanc
Talent Brand Consultant
LinkedIn
The Power of a Unified Brand
Aligning your corporate, consumer and talent brands

4. Corporate Brand
Consumer
Brand
Brand
Essence
Talent Brand
Investors
Influencers
Partners
Customers
Employees
Candidates

5. 5

6. Source: January 2015 -July 2015 for the top 100 companies with the strongest talent brand on LinkedIn.
2013 LinkedIn & Lippincott Study: Aligning your consumer brand and your talent brand
Talent Acquisition
Business
Performance
Marketing
The ROI of a Unified Brand
87% lift in application
rates 3.1X increase in
conversion to hire
35% increase in
sales growth over
a 5-year period
84% lift in content
engagement

7. 7

8. #1

9. « Don’t fuck up the culture! »
Peter Thiel
#1

10. Step 1

11. #2

13. Storytelling is a key ingredient for these brands

14. #3

15. Activate employees as brand ambassadors
70% of customer brand
perception is determined by
experiences with people.
Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.
#3

16. Employees Are Your Most Trusted Source
2016 Edelman Trust Barometer Global Report
0
10
20
30
40
50
60
Financial Earnings & Operational
Performance
Business Practices/Crisis Handling Treatment of Employees/Customer Partnerships/Programs to Address
Societal Issues
Innovation Efforts Views on Industry Issues
Company CEO Senior Executive Employee Media Spokesperson
#3
Company CEO Media SpokespersonSenior Executive Employee

17. #3
So Let Them Do the Talking

18. #4

19. 19

20. Who’s In Charge of Employer Branding?
CEOs:
60% CEOs
Marketing:
38% HR
50% CEO
HR:
60% HR*
“Who has primary accountability for employer branding initiatives?”
Source: Universum 2020 Outlook: The Future of Employer Branding
*Averaged results from HR Manager/Director, Talent Acquisition Manager/Director, Recruitment Manager/Director
#4

21. Stakeholders See Room
For Improvement & Collaboration
CEOs:
52% YES!
Sr. MGMT:
70% YES!
HR:
77% YES!
“Do you see a need for closer cooperation within employer branding between
executives, marketing, and HR/recruiting?”
Source: Universum 2020 Outlook: The Future of Employer Branding
#4

22. #5

23. Who are our
candidates?
#5

24. Build integrated media
plan for all channels
Compare and prioritize
target audiences for Corp,
TA and Marketing
Switch messaging/target
based on performance
#5
An Integrated Approach For Advertising

25. Takeaways
#5
#4
#3
#2
#1

26. Q&AQ&A