Houd je werkgeversmerk in topconditie

Houd je werkgeversmerk in topconditie

Webcast

Even voorstellen

Eelco van der Vorm

Strategic Talent Brand Consultant

Henk Ritmeester

Senior Customer Success Manager

Caroline de Vos

Associate Marketing Manager

Volgens het Recruiting Trends rapport 2016 vindt 51% van de

bedrijven het versterken van het werkgeversmerk een topprioriteit.

Agenda

• Social Economics

• Candidate journey

• Employer Brand – Segmentation

• Followers

Social Economics

De stappen van

Radio naar Internet

7

The New Path to Hire: Flight Map

Employer Branding

Make an impact;

Candidate Journey

Unaware

How Employer Brand works for Talent Acquisition

Start the conversation

Proactively bring those hard-to-reach

candidates into your funnel

Build relationships

Win them over with content that

matters to them in a voice they can

relate to

Convert

From followers to candidates through

outreach for the right opportunities

Hire

The right people, efficiently

Aware

Engaged

Considering

Hire

Target Members

Brand Ambassadors

How Talent Brand works for Talent Acquisition

Talent Brand

Your talent brand is the

highly social, totally public

version of your employer

brand that incorporates what

your talent – past, present

and potential - thinks, feels

and shares about your

company as a place to work.

Evolving Language:

The Emergence of Talent Brand

Lower cost per hire by

up to 50%.

Reduce employee

turnover by up to 28%.

Influence the conversation

with candidates. If you

don’t, someone else will.

91% of companies increased

or maintained their talent

brand spend in 2012.

Source: What’s the Value of your Employment Brand? lnkd.in/valueofEB

3 reasons to invest in your talent brand

• Use Talent Brand

Index to prioritize • Be real

• Be personal

• Be brave

• Be consistent

• Set your goals

• Start at the top

• Share compelling

data

• Bring partners to

the table

• Audit existing

materials

• Do your research:

who, what, when,

where & how

STEP 1

Get buy-in

STEP 2

Listen and

learn

STEP 3

Craft your

approach

STEP 4

Promote

and engage

STEP 5

Measure

and adjust

• Upgrade profiles

(yours/team’s)

• Leverage your

employees’

presence via

Work with Us

• Brand via Jobs

• Build out your

hub – Company

and Career

Pages

• Use targeted

status updates

and APIs to

engage

Five steps to a strong talent brand

Look in the mirror. Make sure that what you do (and don’t do) is

what you’d like employees to emulate.

Empower your employees. Lay out the goals and show them a clear, easy

path to action.

Inform your leadership. Use data to gain support, ease concerns, and

help explain your choice of platforms.

Target your messages. The more relevant your message is to a

particular audience, the greater its impact will be.

Make your culture shine. It’s never just about jobs. Focus on your people –

their stories and emotions.

Go viral. For amplified results, find creative ways to get more

people talking about your company’s great culture.

Be visual. Bold and colorful images, graphics, charts, and

videos can bring your brand to life.

Don’t bite off more than you can chew. Show that your efforts are scalable and sustainable

on one platform before moving on to another.

8 golden rules to promote and protect your talent brand

01

02

03

04

05

06

07

08

Step 4: promote and engage,

following these rules

Avoid overly-creative job titles.

Tie the job to your LinkedIn Company Page.

Give high-priority positions extra oomph

with Sponsored Jobs

SCIENCE

50% of job applications on

LinkedIn are via paths

other than search ART

Use your job post as a talent brand vehicle.

Showcase the position’s impact.

Try a conversational tone.

Craft job posts for passive AND active candidates

Think visually.

Use bold images to give a real-world

glimpse into your organization.

Think digitally.

Whatever you say, keep it brief. online,

where attention spans are shorter.

Think video.

You’ll be able to engage candidates more

deeply if they hear real people tell their

own stories,.

Think customized.

Adapt your content to viewers based on

their LinkedIn profiles. Target based on

job function, industry, geography, etc. Make sure your Career Page has a clear owner!

Create a strong hub via Company and Career Pages

Consumer Brand vs Employer Brand

The beauty of employer brand is

you don’t need everybody to know

your name. Only the right people..

#EmployerBrand

22

of members want to see relevant and insightful

content.

of consumers trust relevant editorial content.

Why segmentation matters

68%

58%

Media engages target members at multiple touch points

1. Recruitment Ads

2. Sponsored Updates

3. Sponsored Jobs

Followers

66% OF FOLLOWERS ARE INTERESTED IN JOB OPPORTUNITIES WITH

THE COMPANIES THEY FOLLOW

Why?

81% MORE LIKELY TO RESPOND TO YOUR INMAIL

FOLLOWERS ARE

Of new hires followed their company

before joining

On average members start following a

company 10 months before being hired

Why?

Holistic approach

25%

10

of survey respondents are more likely to

consider the products & services of the

companies they follow

Why?

Holistic approach

64%

“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

30

Content Marketing:

Producing information that engages

your target audience to educate and

convert

Success in marketing today is not

based solely on quantity; quality of

engagement is essential.

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32

Engage, Educate, Convert.

• Instead of being hunted

and leaving, socially

engaged employees like to

stay at your company

• That’s because they are

more optimistic about the

companies future and

because they are more

inspirerd.

• Shortly put: it’s because

you’re nurturing the

Company #Pride

Educate

Awareness

215,000 154,000

It takes 40.000 to tango!

Your employees’ social networks are over 10x

larger than your company’s followers

While only 2% of employees share your

company’s social content, they’re responsible for

20% of your overall social engagement

A small group of people drive big results

Every 6 pieces of content

a LinkedIn member shares, it influences

6

2

6

3

1

profile views

new connections

job views

company page views

company page followers

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What can we create? (own branded content)

What content can we share? (external content)

Who is responsible for what types of content?

When are certain topics more relevant?

Who will be responsible for following up?

Creating a content calendar

40

Waar, wanneer en hoe je publiceert

41

Engage & Educate

42

Engage & Educate

43

Convert

Wat maakt mensen gepassioneerd over je bedrijf?

Transfomeer je Consumentenmerk in een Employer Brand

Video Coolblue - Pieter

Transfomeer je Consumentenmerk in een Employer Brand

1. Check out your profile and those of your colleagues.

2. Figure out what you need to say and to whom.

3. Start posting content to those different audiences.

4. Reach outside of your existing Followers.

5. Build awareness at scale, engage at scale and convert at scale.

5 things to do today!

Vragen

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