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Build Engage Recruit - How to Build your Talent Brand

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Your marketers and sales people think and work entirely differently than they did 10 years ago. Has your approach to hiring also changed?

Your competitors are no longer content to rely on active job seekers. Companies are now able to build their brand online, engage top talent and recruit the most talented people.

In this presentation, we discuss:

- How to build your brand online
- How to engage your audience
- How to recruit top talent

Publicada em: Tecnologia
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Build Engage Recruit - How to Build your Talent Brand

  1. 1. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Wifi: Username: london-guest Password: LinkedIn-UK Greg James Enterprise Talent Solutions LinkedIn Vinesh Sanghrajka Enterprise Talent Solutions LinkedIn
  2. 2. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS The world is changing fast… Candidates More Connectivity More Choice More Channels 1980’s 1990’s 2000’s 2010’s Filing Cabinet Recruitment Offline Database Job Channels Social Media
  3. 3. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Social media is here to stay, embracing its power is the key 57% of the decision to ‘buy’ is now made before any commercial contact with your business1 1 Source: Harvard Business Review, “The End of Solution Sales”, July 2012
  4. 4. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Professionals use LinkedIn for 3 valuable reasons Knowledge The definitive professional publishing platform Network We connect the world’s professionals Identity The professional profile of record
  5. 5. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS are passive 80% 60% Are passive yet open to opportunity!!
  6. 6. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS The best companies approach talent acquisition with a sales and marketing process Social media keeps the conversation going1 …because you need to nurture your audience Sales is one-to-one, marketing is one-to-many2
  7. 7. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Creating ‘followers’ will fuel your success ? ? ? ? ? ? ? ? ? What good is a post on Facebook if you have no friends? 95% Followers are 95% more likely to respond to an InMail 79% of members are interested in job opportunities from companies they are following79% Members are 61% more likely to share information as a result of following your company61%
  8. 8. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS We recommend 3 simple steps Your followers & Your brand Nurture your target audiences Do what you do best Build Engage Recruit
  9. 9. Your LinkedIn journey RECRUITENGAGEBUILD
  10. 10. Accelerate follower growth Reach out to potential clients & candidates and convert them into followers BUILD Targeted Campaigns 300% Follower base increase - Symphony Teleca Ashfield Healthcare
  11. 11. Leverage your employeesBUILD Employee Profile Ads of page views are members looking at members76% Ashfield Healthcare
  12. 12. RECRUITENGAGEBUILD Your LinkedIn journey
  13. 13. Improve your follower engagement with relevant messagingENGAGE Page visitors see the content that is relevant to them ≤ 400% increases in candidate conversions achievable with targeted content1 Career Pages Images JOBS Videos 1 Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014
  14. 14. Keep your followers up to date Ensure you are always top of mind Relevant content Encourages likes & shares ENGAGE Content Updates Members are 61% more likely to share information as a result of following your company 61%
  15. 15. Accelerate your engagement reach uplift in click through rates for updates25% the usual content traffic3x Reach a wider audience with sponsored updates before you even have them as followers ENGAGE Sponsored Updates
  16. 16. RECRUITENGAGEBUILD Your LinkedIn journey
  17. 17. Promote your jobs to the best candidatesRECRUIT Relevant Job Posts Only the most suitable candidates will see your jobs Job posts are a great engagement tool Job visibility can be increased with Sponsored Jobs of members are interested in job opportunities from companies they are following79%
  18. 18. RECRUIT Share Jobs Post jobs to your network: Your consultants have networks on LinkedIn Make sure that they are sharing relevant opportunities to these networks regularly Line managers and teams use the network
  19. 19. RECRUIT Recruiter Increased access to the network Reach out using InMail Workflow and Collaboration tools 95% Followers are 95% more likely to respond to an InMail
  20. 20. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Followers Process Build, engage and recruit for success Relevant Jobs Career Pages Targeted Media Employee Ads Recruiter Content Updates BUILD ENGAGE RECRUIT
  21. 21. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Talent Branding Lauren Fogarty Media Solutions Consultant LinkedIn
  22. 22. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 22 Agenda  Why Talent Branding matters  What is Talent Branding on LinkedIn – Foundation – Brand Acceleration – Community Engagement  How to measure Talent Branding  Q. & A.
  23. 23. Why Talent Brand Matters 23
  24. 24. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Engaging candidates at all touch points is a critical piece of an effective Talent Brand strategy Strategic Sourcing and Pipelining Metrics and Analytics Personalized Job Targeting Talent Brand Development View Targeted Jobs Network with Employees Research Company Follow Company Apply for Position has a new job 24 ACME Systems Maria Johnson 500+ Connections 2nd Field Sales Executive Maria Johnson
  25. 25. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Increasing engagement improves InMail response rates Developing Talent Brand can provide a 2x response rate on recruiter InMails Highly Engaged CandidatesNo Prior Engagement 40% Response rate 20% Response rate 25
  26. 26. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 11% 34% 0% 10% 20% 30% 40% Clients who invest in branding on LinkedIn can more successfully hire passive and active candidates Clients on LinkedIn (Recruiter + some Jobs) Clients who have invested in talent brand on LinkedIn (The LinkedIn Solution) Percent of all hires impacted on LinkedIn “LI hire” measured as employees changing their profile from another company to client company from December 2011- May 2013 These averages include companies in all regions and account sizes 26
  27. 27. Talent Brand: 3 Steps to Success 27
  28. 28. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 3 Steps to ‘Best in Class’ Branding: 28 Step1 • Foundation • Capture existing traffic to your two key assets on LinkedIn: Careers Presence & Employees Profiles Step2 • Brand Acceleration • Extended visibility of brand via consistent targeted campaigns i.e. female engineers and then generate pipeline Step3 • Community Engagement • Skill specific discussion platform to create ongoing dialogue and build readily available talent pools
  29. 29. Step 1: Foundation 29
  30. 30. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS You can engage members every time they network with your employees 80K+ professionals visit your employees’ profile pages every month 30 Your ideal passive candidate Maria Johnson 500+ Connections 2nd Field Sales Executive As seen by: Maria Johnson DiageoPicture Yourself at
  31. 31. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS When members research your company, engage them with branding and personalized jobs Promoting on employee profiles can increase Career Page visitors by up to 66% 31 Your ideal passive candidate Maria Johnson 500+ Connections 2nd Field Sales Executive As seen by: Careers at Diageo Diageo Field Sales Executive Field Sales Executive Senior Field Sales Executive Senior Field Sales Executive Field Sales Executive Join the team that is transforming the future. Get the inside scoop on our job opportunities, culture and people. DiageoPeople at DiageoJobs at
  32. 32. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Provide highly targeted branding messages to the talent researching your career opportunities Audience: General Professional Audience: Use strong imagery, convey a clear message about your company, and feature engaging, relevant content Sales Professionals Diageo Diageo Field Sales Executive Field Sales Executive Sr. Field Sales Executive Sr. Field Sales Executive Sr. Field Sales Executive Sr. Field Sales Executive Diageo Diageo 32 DiageoJobs at Field Sales Executive
  33. 33. Step 2: Brand Acceleration 33
  34. 34. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS How Brand Acceleration works Target Audience: Sales, Supply, Marketing, Finance & HR Step 1: Raise Awareness Step 2: Generate Pipeline Engaged Talent Pools FollowersPipelineApplicants
  35. 35. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Raise Awareness among highly targeted audiences using Targeted Ads Picture yourself with a career in Reach your ideal audience wherever they go on LinkedIn 35 Maria Johnson DiageoPicture Yourself at Your ideal passive candidate Maria Johnson 500+ Connections 2nd Field Sales Executive As seen by: Sales Executive
  36. 36. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS “ I’m Interested” Button Once clicked, user’s info goes directly to your team High open & response rates Build a pipeline of warm leads, as messages are Integrated with recruiter tool Automate Pipeline creation based with Targeted InMail Campaigns
  37. 37. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Objectives Solution • Partner with LinkedIn to launch Brand Accelerator approach and build pipeline  Insights, recruitment advertising, Talent Directs, Linkedin career page, recruiter  Generate a pipeline of warm candidates by targeting relevant professionals with a Talent Direct campaign enabling InMails to be sent at scale to a precise audience with a strong call to action • Change perception in the market that Dell is just a hardware organisation • Raise awareness of the software engineering roles and compete with more recognised Peers • Target LinkedIn members that fit their specific criteria such as professional background, skillsets, companies previously worked at and seniority Results • 600 quality applications generated • Perception change for Dell as employer of choice for Software engineers. Why LinkedIn?  Active and engaged audience of relevant professionals  Expert knowledge of targeting members who meet specific criteria  Ability to connect the brand and opportunities with aspirational, goal minded professionals Brand Accelerator Case Study Dell created pipeline of target candidates & amplified their talent brand for Software Engineers
  38. 38. Step 3: Community Engagement 38
  39. 39. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Careers at Diageo Diageo Diageo Field Sales Executive Field Sales Executive Field Sales Executive Senior Field Sales Executive Senior Field Sales Executive Jobs at Join the team that is transforming the future. Get the inside scoop on our job opportunities, culture and people. Follow Your ideal passive candidate Maria Johnson 500+ Connections 2nd Field Sales Executive As seen by: Invite members to Follow your company and stay engaged over time 39 Expedia, Inc.People at
  40. 40. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Engage your Followers directly on their homepages through Company Status Updates 40 Your ideal passive candidate Maria Johnson 500+ Connections 2nd Field Sales Executive As seen by:
  41. 41. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 41 347M+ (+2 every sec) Sponsored Updates reach the entire LinkedIn network LinkedIn Member Population Company Updates only reach your pool of followers With Sponsored Updates you can build the same kind of relationships with talent outside your followers
  42. 42. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Build relationships with candidates on desktop, tablet and mobile 41% of LinkedIn’s traffic is on a mobile device Engagement rates can be up to 5x higher on mobile
  43. 43. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Drive quality engagement with the candidates you need 43 Build communities of top talent Generate 2-way dialog with target candidates
  44. 44. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Marriott nurtures 2 way dialogue with hospitality professionals LinkedIn Confidential Challenge: • Marriott needed to attract experienced hospitality workers for new hotels launching in Eastern Europe Solution: • Used Sponsored Updates to target hospitality industry professionals in key areas and raise awareness about growth in those regions. Result: • Established genuine 2-way dialogue with target talent • Engagement rate was 3X Sponsored Update average • Gained high volume of new followers in key regions • Boost in quality of applicants for hard to fill jobs • High rate of content amplification/ earned media
  45. 45. How to Measure Talent Brand 45
  46. 46. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS We first assess two important elements of your talent brand: Reach and Engagement Talent 3,007,191 members members 942,453 Talent Brand Reach Talent that’s familiar with you as an employer Talent Brand Engagement Talent that is interested in you as an employer Viewing employee profiles Connecting with your employees Researching company and career pages Following your company Viewing jobs and applying 46
  47. 47. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Talent Brand Index can measure your talent brand What percent of people who know about you show an interest? Talent Brand Index = Talent Brand Engagement Talent Brand Reach Talent Brand Reach Talent Brand Engagement Talent 3,007,191 members members 942,453 31% 47
  48. 48. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS We can compare your Talent Brand Index vs peers Employer of choice Weaker talent brand Peers: 103 of 48 • Client A • Client B • Client C • Client D • Client E • Client F • Client G • Client H • Client I
  49. 49. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS We can see how many members have engaged with your company vs your peers Peers: 49 • Client A • Client B • Client C • Client D • Client E • Client F • Client G • Client H • Client I
  50. 50. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Your Talent Brand Index varies across the functions you are looking to hire… TalentBrandIndex Talent easiest to engage Talent hardest to engage 50
  51. 51. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS …and across the geographies where you have a presence Talent easiest to engage Talent hardest to engage TalentBrandIndex 51
  52. 52. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS LinkedIn can help you build your talent brand and accelerate your ability to attract top talent We can track how your Talent Brand Index progresses over time 52
  53. 53. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Talent Drivers is the largest professional survey run 338,000+ 373,000+278,000+ Q3 2014Q3 2013 Q1 2014 • Representative sample of LinkedIn members • ~300k members each wave • New wave every 6 months 53
  54. 54. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Talent Drivers is global – in all regions 54
  55. 55. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Talent Drivers data helps clients craft their EVP We ask LinkedIn members: What attributes are important when considering a job? How do companies* perform on offering those key attributes? *Members rate up to 10 companies they are aware of as a place to work – but they do not rate their current company 55
  56. 56. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 56 Global All What candidates care about when considering a new job All Region: Industry: Question asked: Please select the 5 most important factors when considering a job opportunity. Function: Top 5 Most Important % who say attribute is important 56 Source: LinkedIn Q3 2014 survey of 327,354 professionals
  57. 57. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 57 Top 5 Attributes % who perceive your company as doing a very good job at… How you rate on what is most important Question asked: Please indicate which of the following companies does a very good job on the following employment attributes. Source: LinkedIn Q3 2013 survey of 2,290 professionals, Q1 2014 survey of 2,460 professionals and Q3 2014 survey of 2,657 professionals who rated your company
  58. 58. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 58 Comparison to Retail & Consumer Products industry peers in offering top attributes Top 5 Attributes Compared to Industry peers CPG Client X Question asked: Please indicate which of the following companies does a very good job on the following employment attributes. 0 – 30th percentile 31st – 50th percentile 51st – 70th percentile 71st – 90th percentile 91st – 100th percentile Top Tier Mid Tier Bottom Tier Compared to Industry peers: Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers
  59. 59. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS Steps to improve perception Keep emphasizing these strengths! Focus on critical improvement areas to change perceptions Communicate Your Values on LinkedIn Company & Career Pages Job Postings Talent Direct Campaigns Employee Branding Targeted Status Updates Sponsored Updates 59
  60. 60. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS We can track how engagement with your brand has evolved over time 60 Talent Brand Engagement Talent that is interested in you as an employer Talent Brand Engagement over time
  61. 61. ©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 61 Attributes Compared to Industry peers CPG Client X Question asked: Please indicate which of the following companies does a very good job on the following employment attributes. 0 – 30th percentile 31st – 50th percentile 51st – 70th percentile 71st – 90th percentile 91st – 100th percentile Top Tier Mid Tier Bottom Tier Compared to Industry peers: Comparison to Retail & Consumer Products industry peers in offering all 15 attributes Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers
  62. 62. Q. & A. 62

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