attracting talent through brand manilla march 2017

Attracting Talent Through Brand

Marlene de Koning Solutions Consultant

LinkedIn EMEA

People don’t buy what you do,

they buy why you do it

Simen Sinek – How great leaders inspire action

Corporate Brand

Consumer Brand

Brand

Essence

Employer Brand

Investors

Influencers

Partners

Customers

Employees

Candidates

6

Source: January 2015 -July 2015 for the top 100 companies with the strongest talent brand on LinkedIn.

2013 LinkedIn & Lippincott Study: Aligning your consumer brand and your talent brand

Talent Acquisition

Business Performance

Marketing

The ROI of a Unified Brand

87% lift in application

rates 3.1X increase in

conversion to hire

35% increase in

sales growth over

a 5-year period

84% lift in content

engagement

Exercise

of recruiters don’t understand

their own employer brand.

%

Corporate Executive Board- thought leadership survey. 2012

Lead by Example

Get started with your leaders

1. Give them what

they need

2. Support your

strategy with data

3. Keep cultural

differences in mind

6% 8%

10%

15%

29%

44%

70

0%

10%

20%

30%

40%

50%

60%

Talent Brand Index Weber Shandwick and KRC Research, The Company

behind the Brand: In Reputation We Trust

Why the story matters for your organization

Source: TNS

Leverage your employees

Activate employees as brand ambassadors

70% of customer brand perception is determined by

experiences with people.

Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.

Employees Are Your Most Trusted Source

2016 Edelman Trust Barometer Global Report

0

10

20

30

40

50

60

Financial Earnings & OperationalPerformance

Business Practices/Crisis Handling Treatment of Employees/Customer Partnerships/Programs to AddressSocietal Issues

Innovation Efforts Views on Industry Issues

Company CEO Senior Executive Employee Media Spokesperson

Company CEO Media Spokesperson Senior Executive Employee

They are responsible for 20% of your overall social

engagement

Your employees’ social networks are over 10X larger

than your companies followers

While only 2% of your employees share your

companies social content

20

Leverage the power

of Employee Advocacy

Brand messages see 571% more

reach when shared by employees

90% trust recommendations from

people they know; only 33% trust

brand messages

3x more likely to believe employees

than CEOs when it comes to work

culture

Employees are

your most trusted

source

Make every employee a recruitment marketer

21

Ambassadors Strategy for Employer Branding

594

employees active on platform

14.600 shared stories in 8 months

4.3M impressions

190K free media value

3x Applications on LinkedIn

5 steps to engage your employees

1. Get C-suite support to drive widespread participation

2. Encourage employees to enhance their profile on social networks

3. Incentivize through referral program

4. Organize meetups and recognize ambassadors

5. Don’t forget new hires

Communicate to the right audience

at the right time

Why the story matters for candidates

Content Ad’s

Career Page Followers Jobs

We need to re-think how we engage passive Talent

Content Ad’s

Career Page Followers Jobs

Let them build a relationship with your organisation.

If Talent isn’t actively looking,

how will they know that you are hiring?

Profile of hires for WorldPay

Corporate

Support

Managers

Location:

Singapore

Skills:

Relationship management

Technical sales

5 years+ experience

Immediate Results

Competitive

Impact

Final Outcomes

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

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

Talent Brand Index Singapore

Peer average

Competitive

Impact

6% 6% 7% 8% 10% 11%

17%

29%

44%

52%

0%

10%

20%

30%

40%

50%

60%

#2

Talent Brand Index

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

Final Outcomes

Investment in Talent Brand drove a high

Return on investment for WorldPay

Time to

Hire

Cost of

Hire

Agency

Usage

-25% -30% now 8%

3

7

“Doing business without advertising is like winking at a girl

in the dark. You know your doing it, but no one else does” E.W. Howe

Build integrated media

plan for all channels

Compare and prioritize

target audiences for Corp,

TA and Marketing

Switch messaging/target

based on performance

3 Key Take Aways

An Integrated Approach for Branding

©2017 LinkedIn Corporation. All Rights Reserved.