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Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedIn

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Thank you for your interest in Social Recruiting with LinkedIn. With these tips and tricks you can craft your Employer Brand effectively and attract the best talent. Find out more? Contact us: http://bit.ly/DemoLNKD

Publicada em: Recrutamento e RH
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Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedIn

  1. 1. March 10th, 2016 Berlin Employer Branding Workshop
  2. 2. Introductions ​Sebastian Rudolph ​Talent Brand Consultant ​LinkedIn
  3. 3. Session Objectives Employer Branding Workshop 1. Understand the importance of Employer Branding, and how it’s changed in recent years 2. How to bring your Employer Brand to life 3. Boosting your Talent Brand and influencing quality hires through Content
  4. 4. Times have changed…
  5. 5. 6 Consumer Buying Process
  6. 6. 7 The Old Candidate Journey: Linear Path
  7. 7. 8 The New Candidate Journey: Flight Map
  8. 8. There are many points of influence along a candidate’s decision path 9
  9. 9. 10 To succeed, engage candidates… Everywhere All the Time Everywhere All the Time With the right message
  10. 10. Consumer Brand vs. Employer Brand
  11. 11. The Building Blocks of Your Brand 13 Talent Brand Employer Brand Employer Value Proposition
  12. 12. Employer Value Proposition n. a unique set of offerings, associations and values to positively influence target candidates and employees.
  13. 13. 1 Employer Brand n. How you, the employer, promote your company as a place to work
  14. 14. 5 Steps to Boosting Your Talent Brand Through Content 16 1 Talent Brand n. The highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work.
  15. 15. What does it mean to work for your organization?
  16. 16. of recruiters don’t understand their own employer brand. 50% Corporate Executive Board- thought leadership survey.
  17. 17. Lack of Talent Brand is a big sourcing obstacle 17% 29% 35% 40% 47% 0% 10% 20% 30% 40% 50% Inability to effectively use data to improve our approach Location Lack of awareness of or interest in our employer brand Compensation Competition Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents What are your company's biggest obstacles to attracting the best talent?
  18. 18. ‘Lack of Talent Brand’ is becoming a bigger obstacle 23% 31% 35% 0% 10% 20% 30% 40% 50% 2012 2013 2014 Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents What are your company's biggest obstacles to attracting the best talent?
  19. 19. The beauty of employer branding is you don’t need everybody to know your name. Only the right people.
  20. 20. One brand – different audiences
  21. 21. Find out what’s important to your relevant audiences
  22. 22. …because it’s not the same for every audience
  23. 23. Employer Brand Attributes  Relevant– To the target audience  Consistent– Must build trust  Credible– Must deliver on its promises  Inspirational– A strong brand connects on an emotional level  Unique– Set apart from its competitors
 ​
  24. 24. “Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe
  25. 25. What is your Employer Brand?
  26. 26. So how can LinkedIn help you realize your Talent Brand…
  27. 27. 400M+ registered members LinkedIn: A global pool of talent 4M+ INDONESIA 3M+ PHILIPPINES 2M+ MALAYSIA 1M+ SINGAPORE 1M+ SAUDI ARABIA 23M+ BRAZIL 122M+ UNITED STATES OF AMERICA 11M+ CANADA 33M+ INDIA 7M+ AUSTRALIA 1M+ NEW ZEALAND 4M+ SOUTH AFRICA 1M+ UNITED ARAB EMIRATES 19M+ UNITED KINGDOM 10M+ FRANCE 8M+ ITALY 2M+ BELGIUM 1M+ DENMARK 4M+ TURKEY 5M+ NETHERLANDS 2M+ SWEDEN 7M+ SPAIN 12M+ CHINA
  28. 28. Goals of your LinkedIn Careers Page How to bring your Employer Brand to life  Excite candidates about what’s happening at your company  Increase awareness of hiring at your company  Evangelize your company culture  Increase likelihood of candidate action
  29. 29. Relevant Content
  30. 30. Simple and fun
  31. 31. 36
  32. 32. Build targeted pages
  33. 33. 5 Qualifying questions for Targeted Pages  What are your key talent pools this year?  Do you have a student or recent graduate recruiting strategy?  What are the top Functions of your current jobs?  What are the top Locations of your current jobs / where are you expanding?  Do these Functions or Locations have different value propositions, messaging, content, and goals? ​ Can you custom-tailor a Career Page for them?
  34. 34. Tailor-made content for each audience Default Europe IndiaEngineering University APAC University London Germany - GermanAustralia & NZ Sales 42
  35. 35. Content Marketing on LinkedIn
  36. 36. • • • • Marketing drives conversion • • •
  37. 37. Marketing drives conversion
  38. 38. Content Marketing isn’t just for B2B and B2C anymore…
  39. 39. Marketing drives conversion
  40. 40. How does your consumer brand align to your employer brand?
  41. 41. Pop Quiz!
  42. 42. Pop Quiz!
  43. 43. The best recruiters act like marketers Social media keeps the conversation going1 …because you need to nurture your audience Sales is one-to-one, marketing is one-to-many2
  44. 44. Creating ‘followers’ can fuel your success ? ? ? ? ? ? ? ? ? What good is a post on Facebook if you have no friends? Members are 61% more likely to share information as a result of following your company 61% 95% Followers are 95% more likely to respond to an InMail 79% of members are interested in job opportunities from companies they are following79%
  45. 45. The 5 Steps to Content Marketing for Talent
  46. 46. Define you audience, get to know them, and plan out the strategy
  47. 47. 5 Types of Content Followers love
  48. 48. The Ideal Mix
  49. 49. Corporate / Product / Company News • • • • •
  50. 50. Thought Leadership • • • •
  51. 51. Events • • •
  52. 52. Talent Brand – Culture Related • • • • •
  53. 53. Talent Brand – Jobs Related • • • •
  54. 54. Just for Fun! • • •
  55. 55. But don’t just base your Talent Content on external sources of inspiration… look internally as well… 1. Why would someone want to work for you? 2. What percentage of your managers have received training in how to deliver the brand experience? (Employer Brand International research found only 46% have!) 3. What is the perception employees and candidates have about your employer brand? 4. What level of visibility do you have of your employees/talent pool? 5. What percentage of your employees would recommend your company as a great place to work.
  56. 56. Next, push out your content, and target it Understand the size of the audience Select an audience that is relevant to the content Content gets pushed only to the relevant audience Target content based on Company Size, Industry, Function, Seniority and Geography TIP: 15 Tips to Great Status Updates Company Pages and Followers
  57. 57. Amplify further with Sponsored Content Post a status update on your Company Page and establish which target audience would like to Sponsor the post either by Cost Per Click or Cost Per Impression. Sponsored Updates are seen across all devices. TIPS: Sponsored Updates Sponsored Updates video
  58. 58. Quick Tips on the best performing Content
  59. 59. Measure and Adjust
  60. 60. For more info…
  61. 61. ©2014 LinkedIn Corporation. All Rights Reserved. ​Sebastian Rudolph ​srudolph@linkedin.com

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