This presentation was used at Talent Brand Workshops at LinkedIn in September 2015. The content for this presentation was derived from the LinkedIn ebook of the same title.

1. The Quest to Quantify:
Measuring the impact of you talent brand

2. Todevelopa completemind:
Studythescienceof art;
Studytheart of science.
Learnhowto see.
Realizethateverything
connectsto everythingelse.

3. believe talent brand
strength makes a
“significant impact”
on ability to hire
77%
Average reduction in
cost per hire
50%
Average reduction in
turnover
28%
talent professionals
who say talent brand is
a top priority in 2015
56%
We know that Talent Brand is important
Source: LinkedIn Global Recruiting Trends Report, Nov 2014

4. Candidates tell us it’s important
Source: LinkedIn Talent Trends Report, March 2014
Reputation as a
“great place to work”
Reputation for “great
products / services”
Reputation for
“great people”
Reputation for
“being prestigious”
56%

5. But how do you prove your talent
brand is important?

6. 1. Learn the language
2. Find your partners
3. Measure what matters
4. Beware of pitfalls
5. Get started
6
5 Steps to measure your talent brand

7. Learn the Language
Step One

8. 8
Employer Brand n.
How you, the employer, promote your company
as a place to work

9. 9
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
a significant asset for both hiring/retaining great
talent and promoting your corporate image to
the market

10. 50%
of professionals around the world
discover new job opportunities
through word of mouth

12. Find Your Partners
Step Two

13. 13
Company brand and talent brand
are two sides of the same coin.

14. LinkedInTalentBrandIndex
Lippincott Customer BrandView Index
36%
28%-6%
10%
HighLow
HighLow
Cumulative Growth in Shareholder Value over 5 years:

15. 15

16. Measure what Matters
Step Three

17. 17
However beautiful the
strategy, you should
occasionally look at the
results.
Winston Churchill

18. Know the goal:
Attract Engage Pipeline

19. 6.3 million

20. Reputation aside, you should know what those open roles are
costing your company
20
What’s your cost of vacancy?
Average Daily
Revenue per Lost
Employee =
Daily Revenue Lost =
Daily Revenue Lost =
(Total Annual Revenue ÷ # of employees)
250 working days per year
Position’s salary
250 working days
Simple Salary
Multiplier
X
Total Annual Revenue Generated by Position
250 working days

21. 4 simple metrics

22. 22
Metric 1
Social Media Follower Quality
Know who your followers are:
Function
Seniority
Industry
Company size
Adapt your talent brand strategy for different audiences

23. Track targeted follower change as part of overall follower growth
23
Tips for visualizing your success

24. Plot campaigns against key success metrics to see correlation
24
Tips for visualizing your success
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Impressions served
Followers

25. 25
Metric 2
Talent Response Rate
If you’ve effectively built
awareness, you should expect a
higher response rate among
priority talent pools.
Company page
followers are
81%
more likely to
respond to an inMail

26. 26
Global e-commerce company has huge uptick in
response rate from engaged talent

27. 27
Tips for visualizing your success
Track response rate over time to see trends
As your talent brand strengthens,
you should see an increasing
response rate from targeted talent
pools
13% or below  evaluate your
inMail strategy

28. 28
Metric 3
Applicant quality
Who are the quality candidates for
you?
Subjective  What does it
mean to your company?
Good fit for the company
Good fit for the role

29. Stack quality vs. non-quality candidates on a chart
29
Tips for visualizing your success
0
10
20
30
40
50
60
70
Week 1 Week 2 Week 3 Week 4
#ofapplicants
Non-quality
Quality

30. 30
Metric 4
Time to hire
Your talent branding activities
should build a strong pipeline
and start more conversations
with qualified talent, thereby
lowering your time to hire.
Company with a strong
talent brand on
LinkedIn report a
20%
Faster rate of hire

31. 31
Tips for visualizing your success
Track time to hire as a whole, or for specific roles
Time to hire for engineering roles Time to hire for engineering vs. all roles
0
5
10
15
20
25
30
35
40
Week
1
Week
2
Week
3
Week
4
Week
5
Days
Engineering -
time to hire
0
5
10
15
20
25
30
35
40
Week
1
Week
2
Week
3
Week
4
Week
5
Engineering
- time to hire
All roles -
time to hire

32. 32
Bonus Metric
New hire alignment
Monitor the authenticity of your
talent brand with a new hire
alignment check

33. 33
Survey new hires
Did their expectations match reality?
Has your experience working here matched your expectations?
Scale: 0 (not at all) – 5 (highly matched)
“Please explain why you selected that choice” so you can gain additional insights.
 Send 90 days after start
 Ensure anonymity for honest answers
 Tools like Google Forms or SurveyMonkey are free
and easy

34. Graph alignment over time, preferably by function
34
Tips for visualizing success
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Q1 Q2 Q3 Q4
AlignmentScore
Sales
Marketing
IT
HR

35. 35
Seeing poor alignment?
Tips on how to adjust
1. You’re not sharing enough
2. Need to course-correct
“You have to embrace
who you are, in all its
hideousness or all its
glory. Because that’s
who you want to
attract—talent with that
shared passion and
shared ideology.”
Ed Nathanson - Founder
Red Pill Talent

36. Step 4
Beware of
pitfalls
#1: Forgetting
that branding is
both a science
and an art
#2: Measuring
for the sake of
measuring
#3: Analysis
paralysis

37. 37
Step 5
Get Started
• Identify a new partner
• Pick a new metric to
incorporate into your talent
brand measurements
• Start tracking and adjust as
needed

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