don’t lose your nonprofit’s edge: the art & science of recruiting purpose driven employees

Don’t Lose Your Nonprofit’s Edge

The Art & Science of Recruiting

Purpose Driven Employees

3

HELLO

David Ellis Senior Manager,

LinkedIn for Good

Lauren Vesty Nonprofit Marketing,

LinkedIn For Good

4

WHAT TO TAKEAWAY FROM TODAY’S PRESENTATION

Bring purpose into your talent

initiatives by:

• Focusing on talent brand

• Integrating purpose into the candidate

journey

• Creating a culture of inspiration

Purpose

Competitive Landscape

How

Why it’s becoming a

talent priority

Nonprofits vs.

purpose led for-profits

5

HOW WE’LL TALK ABOUT PURPOSE

Industry

trends

Nonprofit talent

insights

Integrating with

talent

6

Why Purpose?

7

DEFINITION OF PURPOSE DEPENDS ON THE VIEW

From the From the

Company’s perspective

Individual’s perspective

8

PURPOSE CAN BE FOUND IN OPERATIONS

9

PURPOSE IS INFILTRATING RECRUITING

At Nike, curiosity is life. Technology, sports, connectivity,

sustainable design and science

unlock an incredible opportunity to

experiment like never before.

Interns are vital contributors to the

company’s relentless pursuit of

advancing human potential.

10

PROGRESSION OF PURPOSE IN BUSINESS

Talent is the way to differentiate –

companies are bringing purpose internally.

Corporate social

responsibility –

donating money

Purpose in

business –

sustainability and

ethical business

practices

Employee

engagement –

giving back

through

volunteerism

Recruitment /

retention

of purpose driven

employees

Future state

Every company

will have a

defined purpose.

People will

choose work

depending on

where they can

have the most

impact.

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PURPOSE IS DRIVING PROFIT

Being purpose driven has these

benefits for a company:

Instills strategic clarity

Channels innovation

A force for transformation

Taps a universal need

Builds bridges

EY Beacon Institute – The State of the Debate on Purpose in Business

12

PURPOSE ALIGNMENT UNLOCKS VALUE

… and when paired with

Companies benefit

purpose driven

employees from a sense of

purpose … the value is incredible

13

QUICK POLL

To provide for my family

To have the financial means to be independent

To achieve a certain professional status

To put my skills to use in a valuable way

To earn enough money to do what I want outside of work

To make a difference in the world

To make my parents / family / friends proud

Why do you work?

14

3 MOTIVATIONS FOR WORKING

S TAT U S M O N E Y

P U R P O S E

2015 Workforce Purpose Index • © Imperative

15

SIMILAR FRAMEWORK, DIFFERENT LABELS

Only interested in the material benefits from work.

Do not seek or receive any other type of reward from it.

Acquire the resources needed to enjoy their time.

The major interests and ambitions not expressed through work.

Job Career Calling

Deeper personal investment in work.

Mark their achievements through advancement.

Higher social standing, increased power, and higher self esteem.

Work is inseparable from life.

Works for the fulfillment from doing the work.

Seen as socially valuable, an end in itself.

Wrzesniewski, McCauley, Rozin, Schwartz. Jobs, Careers, and Callings: People’s Relations to Their Work. JOURNAL OF RESEARCH

IN PERSONALITY 31, 21–33,1997.

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PEOPLE WANT INTRINSICALLY MOTIVATING CAREERS

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PURPOSE DRIVEN INDIVIDUALS ARE GREAT EMPLOYEES

54% 30% 69%

more likely to stay

at a company for

5+ years

more likely to

be high

performers

more likely to be

promoters on the

eNPS scale*


* on Bain & Company - Measures employee

engagement and loyalty

http://www.netpromotersystem.com/about/employee-engagement.aspx

18

HIGH QUALITY EMPLOYEES CREATE POSITIVE LIFT

Source: LinkedIn data

Satisfied

employees

speaking

positively about

your company

Employer

brand

lift

Future

candidates

are 2X more

likely to respond

to a recruiter

Referrals

network

shortest time to

hire, higher

retention rates

19

THIS HIGH QUALITY TALENT POOL IS LIMITED


are purpose driven and work for the work itself.

One in Four Professionals One in Four Professionals One in Four Professionals One in Four Professionals

20

APPROACH TALENT WITH PURPOSE IN MIND

Operating with purpose has moved beyond a

corporate social responsibility / operations

priority – it is now a HR / talent priority Priority

Benefits

Recruiting

Companies are seeing multiple business

benefits from operating with purpose

Recruiting purpose driven talent creates a

competitive edge

21

PURPOSE IN NONPROFITS

Industry

trends

Nonprofit talent

insights

Integrating with

talent

22

Nonprofit talent insights

23

NONPROFITS - HIGHEST % OF PURPOSE DRIVEN

EMPLOYEES


24

NONPROFIT TALENT IS NOT FULLY SATISFIED

69% of nonprofit talent is

very/somewhat

satisfied with their

current job

74% US/Canada

average

Source: LinkedIn 2015 Talent Trends Report

Top 3 factors nonprofit employees prioritize in a new job:

1. Better compensation (money motivation)

2. Better professional development (purpose motivation)

3. Better fit for my skill set (purpose motivation)

25

MIGRATION BETWEEN THE SECTORS

Nonprofit Government For-profit

65,087

67,734

671,162

684,671

NET

+13,509

NET

+2,647

Source: LinkedIn site data for positions dated from March 2013 – March 2015

Nonprofit and for-profit companies

exchange the most professionals.

26

PURPOSE DRIVEN COMPANIES ARE BECOMING COMMON

27

TOP INDUSTRIES CONTRIBUTING TO NONPROFIT

SECTOR

Mental health care

Public relations and communications

Education management

Hospital & health care

Financial services

Government administration

Information technology and services

Marketing and advertising

Retail

Source: LinkedIn site data for positions dated from March 2013 – March 2015

28

How can you tip the scales in your favor?


3 out of 4 in the US / Canada are interested in

working at a nonprofit

29

PURPOSE GIVES A COMPETITIVE ADVANTAGE

Nonprofits have above average percentages of

purpose driven employees Advantage

Balance

Edge

Migration is happening between for-profit and

nonprofits, likely based on this dynamic of

balancing purpose and compensation

Being aware of the landscape can give your

organization a competitive edge

30

TAKE THEORY TO ACTION

Industry

trends

Nonprofit talent

insights

Integrating with

talent

31

Integrating purpose with talent

32

PURPOSE THROUGHOUT THE TALENT LIFECYCLE

1

2

3

Talent Brand

Recruitment

Retention

33

THE OLD PATH TO HIRE WAS LINEAR

1 Search a job board

2 Apply for a job

3 Interview

TALENT BRAND RECRUITMENT RETENTION

34

SOCIAL MEDIA HAS CHANGED RECRUITMENT


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TALENT BRAND IS THE COMMON DENOMINATOR

Talent Brand, n. The highly social, public version of your employer

brand, incorporating what talent thinks, feels, and

shares about your company as a place to work.


36

TALENT BRAND IS DIFFERENT FROM CONSUMER BRAND


37

TALENT BRAND TARGETS CANDIDATES


38

LEARN WHERE CANDIDATES SPEND TIME

Browse the homepage

newsfeed

Look at profiles Check out companies


39

MAKE YOUR TALENT BRAND VISIBLE

Push relevant content to the

newsfeed

Brand user’s profiles Tell your brand story


40

ACHIEVEMENT NETWORK – BRANDING ON WEBSITE


ACHIEVEMENT NETWORK BUILDS BRAND ON LINKEDIN


42

TALENT BRAND = MESSAGE FOR PURPOSE DRIVEN

TALENT

Is the highly social, public version of your employer

brand. Incorporates what talent thinks, feels, and

shares about your company as a place to work. Talent brand

Go beyond

Mission

There is an opportunity to go beyond your consumer

brand of your nonprofit – talk about what your

organization is like as a place to work.

Infuse your mission and purpose where

candidates can see. Appeal to the type of

candidates you want.


43

INFUSE PURPOSE INTO RECRUITMENT

1

2

3

Talent Brand

Recruitment

Retention

44

Integrating purpose into recruitment

45

CANDIDATE JOURNEY


Lucy Peruit Marketing Manager How can you

purposefully engage her?

Discovery Final decision Interview Application Search

46

HOW CAN YOU FIND PURPOSE DRIVEN EMPLOYEES?


Spotlights allow you to

easily filter results by

candidates who are more

likely to engage, based on

relationships and

interactions on LinkedIn,

including:

• Company connections

• Past applicants

• Engaged with your

talent brand

• In your competitors’

talent pool

47

WHEN IN DOUBT, REACH OUT



32% Somewhat

interested

18% Not very or not at

all interested

50% Extremely and

very interested

How interested are you in talking to recruiter about a

new job opportunity?

82%

48

INTERVIEWING FOR PURPOSE


Discovery Final decision Interview Application Search

Lucy Peruit Marketing Manager

49

QUALITIES TO LOOK FOR IN AN INTERVIEW


Qualities in purpose driven employees

• More likely to be leaders

• Are dynamic and curious

• Experience their work as

making an impact

• Grow personally and

professionally at work

Qualities in non-purpose driven employees

• Speak poorly of their employer

• Gain less from work

• Lack deep relationships at work

vs.


50

THE INTERVIEW PROCESS CAN MAKE OR BREAK IT

83% 87%

say a negative interview

experience can change

their mind about a role or

company they once liked

say a positive interview

experience can change

their mind about a role or

company they doubted



51

SELLING A PURPOSE DRIVEN CANDIDATE


Discovery Interview Application Search

Lucy Peruit Marketing Manager

Final decision

52

TOP FACTORS CANDIDATES CONSIDER

0% 10% 20% 30% 40% 50% 60%

Better location

Better fit for my skill set

Better place to work (culture)

More challenging work

Opportunities for advancement

Better work / life balance

Better professional development

Better compensation



53

CULTURE AND DEVELOPMENT FOR THE WIN

Present purpose driven employees with

the opportunity of how they can make

an impact

Challenging work

Better professional development

Better place to work (culture)

What educational / training programs

do you offer to improve their skillsets

and abilities?

Do you have a culture that connects

employees back to that true north?


Opportunities for advancement

Do you support internal mobility? Are your

leaders promoted for the impact they make

and the culture they build?

54

OFFER A FAIR COMPENSATION PACKAGE

0% 10% 20% 30% 40% 50% 60% 70%

Government statistics

Online research

Talking with colleagues

Set percentage change from last role

Depends on perceived value of role

Benchmark compensation in a similar way

to level-set expectations



How do you benchmark and determine what is a fair salary?

55

INCLUDE PURPOSE IN ALL PARTS OF RECRUITMENT


Infuse purpose into all parts of the

candidate journey

Candidate journey

Motivations

Final decision

While it is difficult to identify purpose outright,

bringing awareness to their motivations can

change how you look at candidates

Think about the mix of what you’re presenting to

the candidate to influence final decision

56

HOLD ON TO THOSE PURPOSE DRIVEN EMPLOYEES

1

2

3

Talent Brand

Recruitment

Retention

57

Employee retention

58

TRUE NORTH TIES EMPLOYEES TO PURPOSE

Purpose taps a universal need

Purpose is a motivator regardless of

differences and diversity. Unites

everyone to contribute to something

bigger.

Purpose instills strategic clarity

“True north” metric guides decisions

all over the organization.


EY Beacon Institute – The State of the Debate on Purpose in Business

59

AIM FOR EMPLOYEE INSPIRATION, NOT JUST

ENGAGEMENT


Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there

Have a safe work

environment

Have the tools, training,

and resources to do

their jobs well

Can get their jobs done

efficiently, without excess

bureaucracy

Are valued and

rewarded fairly

SATISFIED EMPLOYEES:

Are part of an

extraordinary

team

Have

autonomy to do

their jobs

Learn and grow

every day

Make a

difference and

have an impact

ENGAGED EMPLOYEES:

Get meaning and

inspiration from their

company’s mission

Are inspired by the

leaders in their

company

INPIRED EMPLOYEES:

The Pyramid of Employee Needs

https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there

















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INSPIRED EMPLOYEES = BETTER BUSINESS

Source: https://hbr.org/2015/12/engaging-your-employees-is-good-but-dont-stop-there


Dissatisfied

74%

Satisfied

100%

Engaged

144%

Inspired

225% Inspired employees are the most

productive

PRODUCTIVE OUTPUT


















61

HOW TO DEFINE CULTURE

Culture is:

A bar for what’s possible at your

organization

A powerful weapon in the war for talent

A proactive catalyst to help employees

make better decisions

A promise to your customers

Collective clarity on what it means to be

a part of your organization


Source: Katie Burke, Hubspot - Culture code: creating a culture employees truly love

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WIKIMEDIA FOUNDATION TRANSPARENT ABOUT

CULTURE


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THE MOST VIEWED CULTURE CODE - NETFLIX


• Judgment

• Communication

• Impact

• Curiosity

• Innovation

• Courage

• Passion

• Honesty

• Selflessness

64

STEPS TO BUILD CULTURE

1 Start with founder/top

level executive buy-in.

Deciding what you

stand for as an

organization cannot

be outsourced

2 Get employees

involved, but don’t

wait for consensus

3 Don’t be afraid to list

things that you don’t

quite deliver upon yet.

Hubspot uses an

asterisk in their Culture

Code to denote things

that are still aspirational

for their organization.


Source: Katie Burke, Hubspot - Culture code: creating a culture employees truly love

65

DATA IS NECESSARY TO MEASURE PROGRESS


How do you know whether

you’re being successful?

Surveys

Collect eNPS

Get an independent firm to

collect employee voice

66

CULTURE OF INSPIRATION CAN UNLOCK POWER OF

PURPOSE

Purpose is a powerful tool, one that can

motivate even better than compensation Motivation

Culture

Necessities

What is your culture? Do you have a culture that

reminds people of the mission?

Make sure your employees have the basic

necessities in place - leads to engagement, and

ideally, inspiration


67

REMEMBER – PURPOSE AND HOW YOU CAN ACT ON IT

Industry

trends

Nonprofit

talent

insights

Integrating

with talent

• Purpose is transcending

business – now a talent

priority

• Purpose driven employees are

some of the most valuable

• Companies that pay attention

to purpose will get a

competitive edge – new way

to innovate in recruiting

• Purpose-driven companies

are cutting into nonprofits’

traditional talent pool

• Candidates switch between

the sectors, likely grappling

with purpose and

compensation

• The balance of motivations

is important to recruiting

and retaining talent – make

sure you’re not over-relying on

one area

• Incorporate purpose into

Talent Brand to drive continual

candidate awareness

• Recruitment – infuse your

organization’s purpose

throughout the recruitment

process

• Employee retention – make

sure the basic needs are met.

Aim for inspiration, not just

engagement. Build a culture if

yours is not clearly defined.

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OTHER LINKEDIN RESOURCES FOR NONPROFITS

• Find employees: 50% off a full

time job posting

• Find board members / volunteers:

90% off a job posting for a

volunteer or board member

• LinkedIn for fundraising:

Learn more

• General resources: Case studies,

tip sheets

• Advanced search: Great free tool

nonprofit.linkedin.com

http://nonprofit.linkedin.com/

don’t lose your nonprofit’s edge: the art & science of recruiting purpose driven employees

Recruiting & HR