4 essential tips to convert your employees to talent brand ... · creating brand ambassadors brand...

Cultivating Employees as Brand

Ambassadors

The Truth About Followers and Connections

& Research insights to drive your

talent brand

Reasons to cultivate your followers

Top 5 incentives for employees to become brand ambassadors

Analysis of brand ambassadorship and how it relates to talent recruiting

Linkage between employee engagement and followers

5 reasons employees become drivers of your brand

& 4 Essential Tips to Convert your Employees to Talent Brand Ambassadors

©TNS & LinkedIn 2013

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[email protected] | talent.linkedin.com

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Poll:

What is your role?


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Presenters

Brianne Shally

Moderator

LinkedIn Talent Solutions

Tabitha Eade

Presenter

LinkedIn Talent Solutions

Ken Pfligler

Presenter

TNS Employee Insights


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About TNS

Focus on providing innovative solutions:

Employee Engagement

Retention of Top Talent

Brand Awareness

Customer Engagement

Leadership Development

Normative database comprised of information from 2+ million employees surveyed annually in 120+ countries

Global leader of custom research, analysis and insights with 13,000 employees in 80 countries


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About LinkedIn Talent Solutions

We provide thousands of recruiters, HR professionals

and hiring managers with highly effective tools to find

and engage top talent through the world’s largest

online professional network.

Our customers include 85% of the Fortune 100 and

corporations from every industry around the globe.

Sourcing – Employer Branding – Job Distribution - Insights


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4 Tips to Convert Your Employees to Talent Brand Ambassadors

#1 Focus on employee engagement

Ensure buy in from senior leadership with a focus on employee engagement and strategic planning

#2 Educate your employees

Educate your employees on Brand Ambassadorship

#3 Encourage ‘Share and Tell’ Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion

#4 Measure & monitor your initiatives to gauge success

Measure engagement and create action plans that build a foundation of engaged employees and brand ambassadors


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Poll:

What is social media?


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SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012

People follow companies on social platforms for different reasons

Most follow for incentives,

rewards, or discounts.1

Follow for news, insights,

and product information.2


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Employee Value Proposition The attributes that you most want associated with your company

Employer Branding The delivery of your EVP across every communication touch point both internal and external

Brand Promise

What is your Employer Value Proposition & Branding?


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Why should you care?


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Impact of Social Media

People are 3x more likely to spread bad news than good, and social media creates a transparent boundary between your employees and the marketplace

Long-term

relationships

64%

of followers would follow companies

“indefinitely”

61%

of members are more likely to share

information as a result of following a company

Brand

evangelists

Engaged talent

pool

71%

of members are interested in updates on job opportunities from companies they follow

Source: LinkedIn study of 3800+ global professionals conducted in January 2012


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cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism

Disengaged employees…

Employee Engagement & Business Outcomes

TNS Research shows…

Employee engagement can increase profitability

Higher employee engagement often coincides with a higher level of service quality

Employee engagement has an influence on customer retention

Source: TNS Case Studies


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Employee Engagement and Ambassadors


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Employees that are PROUD

of their company and glad to

tell people about it

Employees who would

RECOMMEND their company

to others as a good place to

work

58%

53%

Brand

Ambassadors

BRAND AMBASSADORS

Employee Engagement

Recruit &

Retain

Brand Promise

Communicate, Share & Monitor

Do You Have Brand Ambassadors?

Source: TNS Global Panel Study


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Creating Brand Ambassadors

Brand ambassadors are supported through strong leadership and effective brand training initiatives

Top 5 Reasons Employees Become Brand Ambassadors

1. Company brand experience sets us apart

2. I trust senior leadership

3. Work gives me a feeling of accomplishment

4. My company is environmentally responsible

5. I feel valued as an employee

1. Our brand experience sets us apart from competition

2. Supervisor supports brand experience efforts

3. Brand experience coaching and training is effective

4. I understand the behaviors to deliver the brand experience

Drivers of Ambassador Efforts

Source: TNS Global Panel Study


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Utilizing Brand Ambassadors

Professional connections alone have a significant impact on all parts of talent acquisition, adding brand ambassadorship components will improve perceptions

Impact of Connections

Source: LinkedIn Study of 7000+ global professionals conducted in March 2012

22%

129%

29%


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4 Tips to Convert Your Employees to Talent Brand Ambassadors

#1 Focus on employee engagement

#2 Educate your employees

#3 Encourage ‘Share and Tell’

#4 Measure & monitor your initiatives to gauge success


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Employee Engagement

Highly engaged employees are brand ambassadors

Key drivers of employee engagement:

Managing Performance

Career Development

Recognition

Senior Leadership

Case Study - HCA

Over 25,000 department managers received reports and insights

More than 10,000 action plans were created online

Increases in employee engagement have resulted in improved patient satisfaction, reduced turnover and improved financial performance

#1 Focus on Employee Engagement


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Poll:

Are your highly engaged employees part of your talent acquisition process?

Are your highly engaged employees currently sharing on social media?


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Questions employees need answers to…

Why is this a great place to work?

What is the value proposition for a new employee?

Why do we exist in the view of our customers?

What type of talent does this organization need to grow?

What resources are available to help with this effort?

What are our social media policies?

Case Study

A Fortune 500 company in the service industry showed that:

Almost 40% of its employees feel restricted by the organization’s social media policy

More than half of its employees would share company stories given more flexible social media guidelines

After developing an internal social media platform, over 60% of its U.S. based employees engage in intranet social media sites either daily or weekly

#2 EDUCATE YOUR EMPLOYEES


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Develop and Communicate a Social Media Policy

Distribute social media guidelines that encourage participation and reduce fear

Provide stories of fellow employees on social media platforms

Communicate in the local language and on local platforms

Bring Cross-Functional Teams Together

Create alignment through communication

Encourage social media professional collaboration with colleagues

Enhance teamwork by breaking down internal silos

Build communities

Utilize Intranet & Social Media Sites

Use intranets & social media platforms to highlight the connections across employee engagement and positive customer experiences

#3 ENCOURAGE ‘SHARE AND TELL’


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Salesforce.com’s Challenge

Salesforce.com were tasked with hiring hundreds of account executives and sales engineers. CEO Marc Benioff rose to the challenge by asking his employees to turn to their networks to drive applicants:


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1 Data: 10/15-11/16, excludes weekends

Salesforce.com’s Success Story

The impact was impressive…60% increase in employee referrals that week!

350 Links shared via

LinkedIn status updates 2x more than the daily average

One post led to… RESULTS

159K Connections ~25% Sales Professionals

40K Companies

Shared Links1

By SFDC Employees +128%

Likes1 SFDC Employee Posts

+70%

Status updates visible to:


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Wild Wild West: No ATS system; each function had a different process

$$$: Spending too much money on agencies

No Employer Brand: No social media presence or differentiation from other companies

Increase the company from 200 to 300 employees in a year and build a scalable and strong Talent Acquisition Team

Rapid7 had the momentum but if the TA team could not deliver, they were in trouble

Rapid7’s Makeover: Before

GOAL

Challenges


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Tran

sfo

rm

atio

n

Rapid7’s Makeover: After

INVOLVED EMPLOYEES

Put employees on a pedestal; they raved about how awesome Rapid 7 is

INVESTED IN LINKEDIN TOOLS

“Seeing what LinkedIn did with previous employer, I put all my money in LinkedIn.”

STRENGTHENED TWO WAY SOCIAL MEDIA

“If someone tweets about how awesome we are, say ‘Yeah, we are. Want to work with us?’ ”

RESULTS

FROM 70% TO

100% OF EMPLOYEES ON LINKEDIN

FROM 1,000 TO OVER

>4,000 FOLLOWERS

94% HIGH EMPLOYEE

SATISFACTION SURVEY RATING

2012 BOSTON BEST PLACES

TO WORK

AC

TIO

NS


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Employee Engagement

Measure employee engagement and focus on the key drivers necessary to create brand ambassadors

Training & Coaching

Management

Brand ambassadors

Brand Ambassador Programs

Impact or utilizing networks for recruiting top talent

Social media programs

Case Study A business unit reported

estimated savings of lost productivity by improving engagement by $30 million per year

Operating profit increased from $1.2 billion to over $2 billion

Functional and department leaders utilized an online action planning and best practices platform in order to implement both global and local action plans

#4 MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS


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What you need to know


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[email protected] | [email protected]

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What you need to know

#1 activity on LinkedIn = viewing profiles of connections. Help your employees be strong representatives of your company

by hosting a brown bag lunch to provide tips to improve their profiles.

Use ad space on employee profiles to drive traffic to your career presence on LinkedIn. 20x more likely to be clicked than regular ads.

Employees are automatically followers when listing their company employment. Send targeted company status updates on LinkedIn to share

relevant content.

Highlight your brand ambassadors on your Career Page to ensure the message really resonates.

Deploy targeted version of Career Pages to showcase relevant employees and opportunities to visitors.

Employees can amplify your message. Encourage employees to share key updates to distribute your

message to their connections.

Follow the salesforce.com playbook.

Broaden your distribution of job opportunities to employees’ professional circles and increase employee referrals.

Work With Us Own the ad space

on your employees’ profiles

LinkedIn Jobs Employees share high priority

jobs with their network

LinkedIn Career Pages Build your employment brand with

highlighting your brand ambassadors


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[email protected] | [email protected]

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Training and engaged

employees are MORE likely to create brand ambassadors

Engaged employees are LESS likely to leave, lowering overall costs of

recruiting

Summary

Engagement & Your Brand

LinkedIn & TNS Employee Insights research

converge on two key findings…


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Questions? Please email us at: [email protected] [email protected] with any confidential questions


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Tabitha Eade [email protected] LinkedIn Talent Solutions talent.linkedin.com http://talent.linkedin.com/blog/ @HireOnLinkedIn

Ken Pfligler [email protected] TNS Employee Insights TNSei.com http://blog.tnsei.com @tns_insights

Building the future of insights together!

Contact us

http://www.wpp.com/

4 essential tips to convert your employees to talent brand ... · creating brand ambassadors brand...

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