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5 essential steps to a social talent brand featuring sky

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Lauren Fogarty, Media Solutions Consultant at LinkedIn explains the importance of Talent branding and the essential steps to employee and social media engagement to spread the word on your workplace. This presentation features results from Sky’s employment branding activity on LinkedIn – with thanks to Lee Yeap.

Publicada em: Negócios, Tecnologia
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5 essential steps to a social talent brand featuring sky

  1. 1. ©2013 LinkedIn Corporation. All Rights Reserved. Chris Brown Senior Enterprise Sales Manager LinkedIn
  2. 2. ©2013 LinkedIn Corporation. All Rights Reserved. Justin Hunt Social Media Leadership Forum Introduction to SMLF Lauren Fogarty Media Consultant, LinkedIn Leveraging LinkedIn to Enhance your Employer Brand Discussion with Lee Yeap Head of Resourcing, BSkyB Customer Case Study Q&A & Networking Lauren & Lee answer your questions on Employer Brand Close 11.30am Today’s Agenda 2
  3. 3. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME
  4. 4. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Introduction
  5. 5. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Why we’re here 82%UK Talent Acquisition Decision Makers agree that employer brand has significant impact on ability to hire great talent talent.linkedin.com Prioritisation of employer brand (by company size) 69% Agree employer brand is a top priority for their organisation 67% 70% 67% 78% < 500 Employees 501-1,000 Employees 1,000-10,000 Employees > 10,000 Employees For more details, see lnkd.in/stateofeb
  6. 6. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Why you should invest in your talent brand 3 reasons to 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. 91% of companies increased or at least maintained their talent brand investment in 2012. talent.linkedin.com
  7. 7. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Why talent brand? talent.linkedin.com A more talent-centric way of thinking about your employer brand
  8. 8. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME 5 steps to a highly social talent brand talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  9. 9. ©2013 LinkedIn Corporation. All Rights Reserved. ORGANIZATION NAME Step 1: Get buy-in talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  10. 10. How to get executives to champion your talent brand Start at the top Your CEO and their team must get behind your talent brand, and commit to helping promote it. Arm yourself with data Universal facts Stress the business impact of your talent brand. LinkedIn insights Data on your company’s social presence Number of employees with profiles Aggregate number of connections, etc. Recruiting metrics Who you’re losing talent to & where you’re struggling to hire Bring partners to the table Examples: HR, Communications, Marketing, IT . Create a cross-functional talent brand task force. talent.linkedin.com DM
  11. 11. How to get employees to champion your talent brand “My view is every employee with an external profile that highlights they work at Sky is a brand ambassador .” Lee Yeap Head of Resourcing Sky Sky leveraged their employees as brand ambassadors talent.linkedin.com
  12. 12. Step 2: Listen and learn talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  13. 13. Look before you listen Audit checklist • Employee exit interviews • Candidate feedback • Employee LinkedIn profiles • Activity on other social media platforms (e.g., Twitter, Facebook, YouTube, Flickr) • Other online discuss forums (e.g., blogs, LinkedIn Groups, rating sites like Glassdoor) Public • Corporate website • Graduate recruitment materials • Recruitment advertising • Live event materials • Company and Career Pages on LinkedIn • Official presence on other social platforms Private • Direct communications with candidates and alumni • Company intranet • Training and development materials • Performance management process Official Unofficial Perform an audit from the shoes of: talent.linkedin.com
  14. 14. Sample questions talent.linkedin.com  What are the most important values you look for in a job?  Where does XYZCo do a very good job of delivering on these values?  Which important values do you feel XYZCo does not deliver on?  What originally attracted you to join XYZCo?  To what extent have your expectations been fulfilled? Where have they been exceeded? Where have they not been met?  If you wanted to convince a friend to work at XYZCo, what story would you tell them?  How likely would you be to recommend XYZCo as an employer?  What are the most important values you look for in a job?  When you think about companies that hire people with your skillset, which companies come to mind?  How familiar are you with XYZCo as a place to work?  How likely would you be to consider a job at XYZCo?  What is your overall impression of XYZCo as a place to work?  Based on your knowledge of the company, where does XYZCo do a very good job of delivering on these values?  Based on your knowledge of the company, which important values do you feel XYZCo does not deliver on? Current employees Passive candidates
  15. 15. Listening can make all the difference Strategic annual survey use Challenge: Keeping employees engaged in a connected world. Approach: Through annual survey, JPMorgan asked what employees need/ want in order to stay. Top answers: mobility and development opportunities. Result: Launched extensive internal mobility program. • In 10 months, internal hire rate rose by 5% (they fill 75K positions/yr) • Ranked #1 in Europe and #2 in the US in Vault’s 2013 Best Places to Work for Internal Mobility rankings. talent.linkedin.com Ellie Shephard Global Recruiting Program Manager, Vice President
  16. 16. Step 3: Craft your approach talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  17. 17. talent.linkedin.com Authenticity is everything Rolls Royce Google LinkedIn
  18. 18. How to deliver an authentic talent brand REAL CONSISTENT PERSONAL BRAVE talent.linkedin.com Promise what you can deliver Challenge: Talking about work-life balance at a professional services firm. Approach: Shifted focus from work-life balance to “flexibility” - just as valuable to employees but much more realistic. Result: Believable talent brand, internally and externally. Danielle Bond, CMO
  19. 19. Begin with the end in mind Sample goals for your talent brand program  Increase offer acceptance rate by X%  Reduce attrition by X%  Improve employee survey ratings by X%  Increase baseline familiarity with your talent brand in external surveys by X%  Double the number of employees with an optimised social presence  Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions talent.linkedin.com
  20. 20. Step 4: Promote and engage talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  21. 21. 8 golden rules for promoting (and protecting) your talent brand Look in the mirror. Make sure that what you do (and don’t do) is what you’d like employees to emulate. Empower your employees. Lay out the goals and show them a clear, easy path to action. Inform your leadership. Use data to gain support, ease concerns, and help explain your choice of platforms. Target your messages. The more relevant your message is to a particular audience, the greater its impact will be. Make your culture shine. It’s never just about jobs. Focus on your people – their stories and emotions. Go viral. For amplified results, find creative ways to get more people talking about your company’s great culture. Be visual. Bold and colorful images, graphics, charts, and videos can bring your brand to life. Don’t bite off more than you can chew. Show that your efforts are scalable and sustainable on one platform before moving on to another. talent.linkedin.com
  22. 22. 1. It all starts with the profile Engaging, friendly picture Who wouldn’t want to work with Lee? Regular Updates Show he’s engaged and insightful Engaging summary Written in the first person, with passion Descriptive headline that goes beyond the title Other features we like: •Core skills, endorsed by your network •Volunteer experiences •Just enough on prior positions to build credibility #talentbrand | talent.linkedin.com
  23. 23. 3. Craft job posts for passive AND active candidates 50% of job applications on LinkedIn via ‘anything but search’95% of professionals fine with being approached with relevant opportunities 79%of working professionals around the world are considered passive candidates The other 21% are actively seeking a new job talent.linkedin.com
  24. 24. 3. Brand through Jobs with these 6 tips Use your job post as a talent branding vehicle. Showcase the position’s impact. Try a conversational tone. ART Avoid overly-creative job titles. Tie the job to your LinkedIn Company Page. Give high-priority positions extra oomph. SCIENCE talent.linkedin.com
  25. 25. LinkedIns new job design helps tell your company story to candidates 25
  26. 26. 4. Spruce up your Company Page 01 Talk to your marketing team and coordinate your approach. 02 Add an image that welcomes visitors to your page and showcases your brand. 03 Post status updates to start a conversation with your target audiences. 04 Add products/services and solicit recommendations so people can learn about what you have to offer. 05 Feature relevant groups to attract a broader audience and extend your reach. 5 tips to jumpstart your Company Page talent.linkedin.com
  27. 27. 5. Use Targeted Status Updates Tips for targeted status updates Share jobs, relevant news stories about your company, employee interviews from your blog, etc.. Mix it up Sketch out what you’ll say in advance and build a dialogue with your followers. Have a plan Remember the messaging you’re trying to get across and think about how to incorporate it. Stay on brand talent.linkedin.com 71% of company followers on LinkedIn are interested in career opportunities at companies they follow.
  28. 28. 6. Launch your Career Page Think visually. Use bold images to give a real-world glimpse into your organisation. Think digitally. Whatever you say, keep it brief. Content from your glossy graduate recruitment brochure may not make sense online, where attention spans are shorter. Think video. You’ll be able to engage candidates more deeply if they hear real people tell their own stories, so make video a core part of your strategy. Think customised. Adapt your content to viewers based on their LinkedIn profiles. You can target your Career Pages based on a candidate’s job function, industry, geography, and more. talent.linkedin.com
  29. 29. 7. Advertise where the (interested and relevant) eyeballs are talent.linkedin.com Clickthrough rates 20x industry average
  30. 30. Promoting your talent brand beyond LinkedIn Twitter Facebook YouTube SlideShare Pinterest talent.linkedin.com
  31. 31. Step 5: Measure and adjust talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  32. 32. If you don’t measure, you can’t manage only one out of three talent.linkedin.com
  33. 33. Sample metrics Key indicators of talent brand success • Your offer acceptance rate goes up • Employee retention increases • Internal surveys confirm your employees are excited about your company as a place to work In-house • Traffic to your employee video stories goes up • You double the number of employees with an optimised social presence Online • Your Talent Brand Index score rises versus your peers and in the segments that you care most about Talent Brand Index talent.linkedin.com
  34. 34. How Talent Brand Index works Talent Brand Reach 1,873,354 members Viewing employee profiles Connecting with your employees Talent that is interested in you as an employer Researching company and career pages Following your company Viewing jobs and applying Talent Brand Engagement 264,362 members Talent that’s familiar with you as an employer talent.linkedin.com
  35. 35. What percent of people who know about you show an interest? Talent Brand Engagement Talent Brand Reach Talent Brand Index How Talent Brand Index works 1,873,354 members 264,362 members = talent.linkedin.com Benchmark your score, e.g. v.s key competitors
  36. 36.  Assess key indicators  Use Talent Brand Index to prioritize Let your talent brand journey begin! talent.linkedin.com  Upgrade profiles – yours & team’s  Brand via Jobs  Spruce up your Company Page  Use targeted status updates  Launch your Career Page  Leverage ads on employee profiles  Create brand ambassadors  Be real  Be personal  Be brave  Be consistent  Set your goals  Start at the top  Share compelling data  Bring partners to the table  Get your employees onboard  Audit existing materials  Do your research: who, what, when, where & how STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust
  37. 37. Read the playbook and contact us for help! talent.linkedin.com Questions? STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote and engage STEP 5 Measure and adjust Visit talent.linkedin.com to learn more about our solutions
  38. 38. Interested to learn even more about Talent Brand? talent.linkedin.com STEP 1 Get buy-in STEP 2 Listen and learn STEP 3 Craft your approach STEP 4 Promote ad engage STEP 5 Measure and adjust - Speak to your LinkedIn contact about attending Talent Connect on Oct 23rd & 24th for ‘deep dive sessions’
  39. 39. £7.5 Million Savings Pre-Investment (October 2012) Post-Investment (August 2013)  6X more members are learning about Sky’s employer brand via Sky’s Careers Page  2.5X more members are then choosing to follow Sky’s activity on LinkedIn  5X more applications are received from a growing audience with more roles to choose from

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