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

To develop a complete mind:Study the science of art;Study the art of science.Learn how to see.Realize that everything connects to everything else.

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

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%

But how do you prove your talent brand is important?

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

Learn the Language

Step One

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Employer Brand n.

How you, the employer, promote your company as a place to work

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

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

Find Your Partners

Step Two

13

Company brand and talent brand are two sides of the

same coin.

Link

edIn

Tal

ent

Bran

d In

dex

Lippincott Customer BrandView Index

36%28%-6%

10%

HighLow

Hig

hLo

w

Cumulative Growth in Shareholder Value over 5 years:

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Measure what Matters

Step Three

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However beautiful the strategy, you should

occasionally look at the results. Winston Churchill

Know the goal:

Attract Engage Pipeline

6.3 million

 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 salary250 working days

Simple SalaryMultiplier

X

Total Annual Revenue Generated by Position250 working days

4 simple metrics

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Metric 1 Social Media Follower Quality

Know who your followers are:

FunctionSeniorityIndustryCompany size

Adapt your talent brand strategy for different audiences

 Track targeted follower change as part of overall follower growth

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Tips for visualizing your success

 Plot campaigns against key success metrics to see correlation

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Tips for visualizing your success

January

Febru

aryMarc

hApril

MayJu

neJu

ly

August

Septem

ber0

50000

100000

150000

200000

250000

300000

350000

400000

450000

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Impressions servedFollowers

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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

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

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

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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

 Stack quality vs. non-quality candidates on a chart

29

Tips for visualizing your success

Week 1 Week 2 Week 3 Week 40

10

20

30

40

50

60

70

Non-qualityQuality

# of

app

lican

ts

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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

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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

Week 1

Week 2

Week 3

Week 4

Week 5

0

5

10

15

20

25

30

35

40

Engineering - time to hireD

ays

Week 1 Week 2 Week 3 Week 4 Week 50

5

10

15

20

25

30

35

40

Engineering - time to hire

All roles - time to hire

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Bonus Metric New hire alignment

Monitor the authenticity of your talent brand with a new hire alignment check

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

 Graph alignment over time, preferably by function

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Tips for visualizing success

Q1 Q2 Q3 Q40

0.5

1

1.5

2

2.5

3

3.5

4

4.5

SalesMarketingITHR

Alig

nmen

t Sco

re

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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 - FounderRed Pill Talent

Step 4Beware of

pitfalls

#1: Forgetting that branding is both a science and an art

#2: Measuring for the sake of measuring

#3: Analysis paralysis

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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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