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Investing in your Talent Brand and measuring success

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We held a recent webinar with Catherine Schlieben, Director of Recruitment, at WorldPay and Lindsay Brady, Insights Manager, at LinkedIn where they discussed how WorldPay invested in their Talent Brand, specifically in Singapore and the results they saw from it.

This story is about their brand journey and the obstacles they have faced along the way.

They shared:

- The importance of your Talent Brand & tips to build your Talent Brand Strategy
- How to get buy in from key stakeholders & get started
- An example of a branding campaign they carried out in Singapore to hire a team
- And finally, how they measured their success & future plans

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Investing in your Talent Brand and measuring success

  1. 1. Investing in your Talent Brand and measuring success. This webinar will take place at 10am GMT
  2. 2. What is Talent Brand?
  3. 3. Today’s session Tips for starting to build your Talent Brand strategy Why is it important to grow your Talent Brand? All sources LinkedIn surveys or data unless otherwise stated
  4. 4. Why is it important to grow your Talent Brand?
  5. 5. % of UK professionals look for opportunities in an organisation that has a reputation as a great place to work
  6. 6. 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? #3
  7. 7. Talent Brand is now more of an obstacle than location 10% 25% 23% 37% 45% 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 2014 2012 Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents What are your company's biggest obstacles to attracting the best talent?
  8. 8. % of UK Corporate Recruiting Leaders tell us they are investing more in employer brand than they have before
  9. 9. Tips for starting to build your Talent Brand strategy
  10. 10. Get buy in from key stakeholders Get started Agree success metrics up front @CSchlieben
  11. 11. Use market intelligence Help your key stakeholders understand why they should care about investing in the company’s Talent Brand Why should your stakeholders care?
  12. 12. Use visuals Show how your company’s Talent Brand is currently represented across different channels Why should your stakeholders care?
  13. 13. Use visuals Show how your company Talent brand is currently represented across different channels Why should your stakeholders care?
  14. 14. Why should your stakeholders care? Use visuals Show how your company’s Talent Brand is currently represented across different channels
  15. 15. Why should your stakeholders care? How effectively is your Talent Brand represented across channels compared to competitors? Use competitive comparisons
  16. 16. Get buy in from key stakeholders Get started Agree success metrics up front @CSchlieben
  17. 17. Get started Identify the right business need to address 1.Critical to the business 2.Specific targeted talent requirements 3.Short time frame for hiring
  18. 18. Get buy in from key stakeholders Get started Agree success metrics up front @CSchlieben
  19. 19. Agree quantifiable metrics of success up front 1.Present options available for measurement 2.Keep the list of agreed metrics short 3.Set targets both for short term and long term There is no “silver bullet”
  20. 20. How did Worldpay use this framework?
  21. 21. Profile of hires for WorldPay Corporate Support Managers Location:  Singapore Skills:  Relationship management  Technical sales  5 years+ experience
  22. 22. Targeted Career Page & Ads ©2012 LinkedIn Corporation. All Rights Reserved.
  23. 23. Talent Direct Campaign ©2012 LinkedIn Corporation. All Rights Reserved.
  24. 24. How do you measure your success? Immediate Results Competitive Impact Final Outcomes
  25. 25. How did we measure success? Immediate Results Competitive Impact Final Outcomes
  26. 26. LinkedIn Followers in Singapore increased Immediate Results 0 200 400 600 800 1000 Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 0 200 400 600 800 1000 Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug +62% in the first month
  27. 27. LinkedIn Career Page views in Singapore increased 0 200 400 600 Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 0 200 400 600 Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 8X increase in Career Page Views in the first month Immediate Results
  28. 28. How did we measure success? Immediate Results Competitive Impact Final Outcomes
  29. 29. Talent Brand Index is a measure of the effectiveness of engaging your target talent Talent Brand Reach Talent that’s familiar with you as an employer Talent Brand Engagement Talent that is interested in you as an employer o Viewing employee profiles o Connecting with your employees o Researching company & career pages o Following your company o Viewing jobs and applying 905K members 163K members Competitive Impact
  30. 30. WorldPay has a Talent Brand Index of 18% globally Talent Brand Reach Talent Brand Engagement WorldPay Talent Brand Index Talent Brand Reach Talent Brand Engagement 905K members 163K members = 18% Competitive Impact
  31. 31. WorldPay has a strong Talent Brand Index of 44% in Singapore Talent Brand Reach Talent Brand Engagement WorldPay Talent Brand Index Talent Brand Reach Talent Brand Engagement 12,795 members 5,664 members = 44% Competitive Impact Singapore
  32. 32. Talent Brand Index has increased Singapore ……and is now ahead of peer average Competitive Impact 6% 6% 7% 8% 10% 11% 70 29% 44% 52% 0% 10% 20% 30% 40% 50% 60% #2 Talent Brand Index
  33. 33. 0 2000 4000 6000 8000 10000 12000 14000 Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug The success in Singapore also increased Talent Brand engagement in Asia Competitive Impact Talent Brand Engagement Volume
  34. 34. How did we measure success? Immediate Results Competitive Impact Final Outcomes
  35. 35. Final Outcomes LinkedIn impacted +69% of Singapore hires 44% Of hires were following Worldpay on LinkedIn before being hired 11 Viewed a LinkedIn media ad or a WorldPay job before being hired
  36. 36. Final Outcomes Investment in Talent Brand drove strong results & high return on investment for WorldPay Time to Hire Cost of Hire Traditional Methods -25% -30% now 8%
  37. 37. A Look Forward
  38. 38. What have I learnt from this initiative? Share results on the wider impact outside of placements Invest time before you begin Align your recruitment process @CSchlieben
  39. 39. Questions?

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