WHAT IS YOUR BRAND KNOWN FOR?

Did you know that 69% of job seekers would not take a job with a company with a bad reputation, even if they were unemployed?*

A STRONG TALENT BRAND SPEEDS UP TIME TO HIRE

Companies with a strong Talent Brand have 3.0x more applicants per job post on LinkedIn

These same brand-leaders also have a 56% higher inMail acceptance rate from handpicked candidates

They also have a 20% increase in rate of hire

… AND ALSO IMPROVE QUALITY OF HIRE, DELIVERING BETTER CANDIDATES

Companies with a strong Talent Brand hire stronger candidates with 32% more recommendations than peers

3 in 4 global TA leaders believe Talent Brand has significant impact on their ability to hire great talent

… AND FINALLY, IT ALSO IMPROVES EMPLOYEE RETENTION

Companies with strong Talent Brands have 28% lower turnover rates than peers with weaker employer brands

TALENT BRAND: WHY DOES IT MATTER?

*From Glassdoor’s “50 HR & Recruiting Stats That Make You Think”, 2015

How do employees describe your talent brand in 3 words?

How do candidates describe your talent brand in 3 words?

How do you describe your talent brand in 3 words?

TALENT BRAND: UNDERSTANDING YOUR TALENT

BRAND IN 3 WORDS

ARTICULATE

COMMUNICATE

WHAT IS YOUR BRAND KNOWN FOR?

AMPLIFY

Did you know that 69% of job seekers would not take a job with a company with a bad reputation, even if they were unemployed?*

*From Glassdoor’s “50 HR & Recruiting Stats That Make You Think”, 2015

TALENT BRAND: UNDERSTANDING YOUR TALENT

SAMPLE DISCUSSION GUIDE

Goal: Understand what they want their brand to look like

Sample questions• How do you push this message out to the market?• How does this resonate with your target talent? • How does this differentiate you from the competition?

Goal: Understand how their brand is perceived by the market

Sample questions• What do ideal candidates already know about your

talent brand?• Is your talent brand a big pull factor when contacting

candidates?• How does this compare to direct & adjacent

competitors? Goal: Understand what their internal perception of their brand is

Sample questions• How do your employees act as brand ambassadors

for your brand?• Which channels do employees use to amplify your

EVP?• How do you leverage employee voice in the

candidate experience?SHOW THEM THE GAPS & MISMATCH BETWEEN HR, EXTERNAL AND INTERNAL

BRAND PERCEPTION – AND HOW LINKEDIN CAN HELP!

Did you know that 69% of job seekers would not take a job with a company with a bad reputation, even if they were unemployed?

ARTICULATE

COMMUNICATE

AMPLIFY

5. MEASURE & ADJUST

4. PROMOTE & ENGAGE

3. CRAFT YOUR APPROACH

2. LISTEN & LEARN

... AND LINKEDIN CAN ALSO PROVIDE CONSULTATION & ADVICE ON YOUR TALENT BRAND.

1.Socialise the value of talent brand with your leadership

Partner with other functions, like marketing, to craft a strategy

Gather employee & candidate feedback on your talent brand

Audit existing branding materials & channels across business

Four principles: be real, be personal, be brave, be consistent

Set goals that will impact the candidate & employee experience

Upgrade your employees’ profiles and amplify your brand

Target your messages to talent pools, with visuals & media

Track your Talent Brand Index through LinkedInMeasure internal metrics like offer acceptance & retention

HOW DO YOU BUILD A TALENT BRAND?

GET BUY-IN

Did you know that 69% of job seekers would not take a job with a company with a bad reputation, even if they were unemployed?*

*From Glassdoor’s “50 HR & Recruiting Stats That Make You Think”, 2015

LINKEDIN CAREERS PAGES:

WHAT’S THE RETURN ON INVESTMENT?

AWARENESS: BEING TOP OF MIND WITH CANDIDATES

5On average, LinkedIn members view 5 LinkedIn Careers Pages when they consider their next job opportunity

11 in 4 viewers become Followers, who choose to receive updates on your Company updates & job opportunities

4IN

ENGAGEMENT: ENABLING CANDIDATES TO EVALUATE OPPORTUNITIES

2.4x 17% 60%

Your Career Page viewers are 2.4x more likely to accept your recruiters’

outreach via inMails

On average, candidates are 17% more likely to view Jobs when viewing your

Careers Page

On average, candidates are 60% more likely to apply to

Jobs when viewing your Careers Page

ACTION: INFLUENCING HIRES & CANDIDATES

24% 24% of hires were already followers prior to being hired*

14% Clients investing in LinkedIn Careers Pages experience an average 14% increase in inPact (LinkedIn return-on-investment), compared to clients without a Careers Page

* based off a campaign length of 3-4 months

LINKEDIN CAREERS PAGES:

THE BENEFIT OF DYNAMIC PAGES

5

+ 2,600 additional LinkedIn Careers Page

viewers during the traffic driver campaign

47The traffic drivers and customised content drives a 47% increase in conversion from viewers to followers

AWARENESS: BEING TOP OF MIND WITH CANDIDATES

+2,600

ACTION: ENABLING CANDIDATES TO EVALUATE OPPORTUNITIES

31% The dynamic LinkedIn Careers Page also positively impacts hiring, as 31% of hires were already followers prior to being hired *

12% Clients using dynamic Careers Pages see an increase of 12% of followers hired, compared to static Careers Pages

* based off a campaign length of 3-4 months

ACTION: ENABLING CANDIDATES TO EVALUATE OPPORTUNITIES

+1,600

+ 1,600 new Followers acquired during the

traffic driver campaign

Job viewers are 70% more likely to apply to the Job, having viewed the dynamic Careers

Page

On average, LinkedIn members view 5 LinkedIn Careers Pages, how will you stand out?

On average, companies moving from static to dynamic can expect… *

70%

LEARN WITH LINKEDINTOP TALENT BRANDERS: SOUTHEAST ASIA

James LooSVP, Talent Acquisition, DBS Bank

“We share stories that help change perceptions of what it’s like to work at a bank. For example, showcasing our DBS hackathons that connect start-ups with our employees presents a refreshing change to how we approach talent development. People are most interested in what makes us different!” 

Ivan TanSVP, Corporate & Marketing

Communications at Changi Airport Group

“Very often, prospective employees want to see the human side to an organisation and imagine what it’s like to work there. At CAG, people are our greatest asset, and by telling their interesting and diverse stories, we tell the larger CAG story – of the exciting career opportunities and the fun of working at the world’s best airport.  For our employees, this empowers them to become proactive corporate brand ambassadors, inculcating a strong sense of pride and belonging to the CAG family.”

Daryl TayAVP, Group Corporate Communications, OCBC Bank

“We are focused on humanising our brand through our people and values. We share our employees’ stories, and also find existing content online that resonates with OCBC culture, like “top ten tips for work-life balance” – and we repurpose what’s already out there with our own flavour!”

Chek Wee FooGroup HR Director, Zalora

“The most engaging content are those that give a “behind-the-scene” insights into Zalorians’ work life. For example, highlights of our colleagues’s work as a software developer or designer works well. Videos of our regular office and annual parties work even better. There is no secret sauce but if were to offer one, it would be to keep content meaningful to your target audience. Indeed, LinkedIn connects us to the right people and it gives us a stage to put our best foot forward.”

“Tailor your content to what people are interested in, not just what you want to promote. Candidates want to know what they're in for in a job or company. Lastly, engage your candidates by sharing information, before, during and after the campaign or event takes place."  

Melissa HoDigital Marketing Specialist, Panalytical