5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides

5 Steps to Crafting a Highly Social Talent Brand Tuesday 18 March 2014, 7pm – 8pm (UAE)

Ramy Bayyour Pascale Comaty

Ala’ Abu Gharbieh

http://www.iirme.com/

Agenda

• Welcome

• Housekeeping notes

• Session starts

• Q&A

• End of webinar


About the HR Observer

• The HR Observer is an initiative by IIR Middle East aimed at becoming a platform for HR professionals in the Middle East to exchange insights and expertise, both online and offline, in an effort to take the industry forward.

• The initiative features a blog, LinkedIn group, Twitter feed, online webinars and a series of offline informal networking functions.


Housekeeping

• Un-answered questions will be posted with answers to our blog

• Slides will be available on our SlideShare page, link will be emailed to you

• Recording of the webinar will be available to download, link will be emailed

• Take the time to complete post-webinar survey that will pop up at the end

Pascale Comaty MENA Marketing Manager

LinkedIn

Ala’ Abu Gharbieh Branding & Media Consultant

LinkedIn

Meet your presenters

talent.linkedin.com

Why we’re here

83% Agree that employer brand has significant impact on ability to hire great talent

talent.linkedin.com

Prioritisation of employer brand

(by company size)

69% Agree employer brand

is a top priority for

their organisation

67%

70%

67%

78%

< 500 Employees

501-1,000 Employees

1,000-10,000 Employees

> 10,000 Employees

For more details, see lnkd.in/stateofeb

Why you should invest in your talent brand

3 reasons to invest in your talent brand

Lower cost per hire by up to 50%.

Reduce employee turnover by up to 28%.

Influence the conversation with candidates.

91% of companies increased or at least maintained their talent brand investment in 2012.

talent.linkedin.com

Why talent brand?

talent.linkedin.com

A more talent-centric way of

thinking about your employer brand

5 steps to a highly social talent brand

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

talent.linkedin.com

Step 1: Get buy-in

talent.linkedin.com

DM

• Start at the top

• Share compelling data

• Bring partners to the table

STEP 1 Get buy-in





How to get executives to champion your talent brand

Start at the top

• Your CEO and their

team must get behind

your talent brand, and

commit to helping

promote it.

Arm yourself with data

• Universal facts

Stress the business impact

of your talent brand.

• LinkedIn insights

Data on your company’s

social presence

• Number of employees

with profiles,

• Aggregate number of

connections, etc.

• Recruiting metrics

Who you’re losing talent to

& where you’re struggling

to hire

Bring partners to

the table

• Examples: HR,

Communications,

Marketing, IT .

• Create a cross-

functional talent brand

task force.

talent.linkedin.com

DM

Step 2: Listen and learn

talent.linkedin.com




• Audit existing materials

• Do your research: who, what, when, where & how

STEP 1 Get buy-in





Look before you listen

Audit checklist

• Candidates • Employees

• Employee exit interviews

• Candidate feedback

• Employee LinkedIn profiles

• Activity on other social media platforms (e.g.,

Twitter, Facebook, YouTube, Flickr)

• Other online discuss forums (e.g., blogs,

LinkedIn Groups, rating sites like Glassdoor)

Public

• Corporate website

• Graduate recruitment materials

• Recruitment advertising

• Live event materials

• Company and Career Pages on LinkedIn

• Official presence on other social platforms

Private

• Direct communications with candidates and alumni

• Company intranet

• Training and development materials

• Performance management process

Official Unofficial

Perform an audit from the shoes of:

talent.linkedin.com

Decide who, what, when, where & how

Who

• Think internal and external

• Include real-world views (e.g., candidates who declined offer)

What

• Find out:

• What attracts talent?

• What keeps them there?

• What to improve?

talent.linkedin.com

Sample questions

talent.linkedin.com

What are the most important values you

look for in a job?

Where does XYZCo do a very good job of

delivering on these values?

Which important values do you feel XYZCo

does not deliver on?

What originally attracted you to join

XYZCo?

To what extent have your expectations been

fulfilled? Where have they been exceeded?

Where have they not been met?

If you wanted to convince a friend to work at

XYZCo, what story would you tell them?

How likely would you be to recommend

XYZCo as an employer?

What are the most important values you

look for in a job?

When you think about companies that hire

people with your skillset, which companies

come to mind?

How familiar are you with XYZCo as a

place to work?

How likely would you be to consider a job

at XYZCo?

What is your overall impression of XYZCo

as a place to work?

Based on your knowledge of the company,

where does XYZCo do a very good job of

delivering on these values?

Based on your knowledge of the company,

which important values do you feel XYZCo

does not deliver on?

Current employees Passive candidates

Decide who, what, when, where & how

Who

• Think internal and external

• Include real-world views (e.g., candidates who declined offer)

Where are the inconsistencies between what you say and what they think?

How does the feedback vary by audience?

What are the biggest issues you need to address?

When

• Regular cadence

• Change in strategy or leadership

• Decline in hiring results

Where & how

• Focus groups

• 1-on-1 interviews

• Surveys

• Suggestion boxes

What

• Find out:

• What attracts talent?

• What keeps them there?

• What to improve?

talent.linkedin.com

Listening can make all the difference

Strategic annual survey use

Challenge: Keeping employees engaged

in a connected world.

Approach: Through annual survey,

JPMorgan asked what employees need/

want in order to stay. Top answers:

mobility and development opportunities.

Result: Launched extensive internal

mobility program.

• In 10 months, internal hire rate rose

by 5% (they fill 75K positions/yr)

• Ranked #1 in Europe and #2 in the

US in Vault’s 2013 Best Places to

Work for Internal Mobility rankings.

talent.linkedin.com

Ellie Shephard Global Recruiting Program Manager, Vice President

Step 3: Craft your approach

talent.linkedin.com

• Be real

• Be personal

• Be brave

• Be consistent

• Set your goals






STEP 1 Get buy-in





talent.linkedin.com

Authenticity is everything

How to deliver an authentic talent brand

REAL

CONSISTENT

PERSONAL

BRAVE

talent.linkedin.com

Begin with the end in mind

Sample goals for your talent brand program

• Increase offer acceptance rate by X%

• Reduce attrition by X%

• Improve employee survey ratings by X%

• Increase baseline familiarity with your talent brand in external surveys by X%

• Double the number of employees with an optimized social presence

• Increase Talent Brand Index score by X% relative to key talent competitors or

for high-priority functions/regions

talent.linkedin.com

Step 4: Promote and engage

• Upgrade profiles – yours & team’s

• Brand via Jobs

• Spruce up your Company Page

• Use targeted status updates

• Launch your Career Page

• Leverage ads on employee profiles

• Create brand ambassadors

talent.linkedin.com

DM

• Be real

• Be personal

• Be brave

• Be consistent

• Set your goals






STEP 1 Get buy-in





8 golden rules for promoting (and protecting) your 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.

talent.linkedin.com

1. It all starts with the profile

Engaging, friendly picture Who wouldn’t want to work with Brendan?

Links to branded destinations

Arresting summary Written in the first person, oozing with passion

Descriptive headline

that goes beyond the title

Other features

we like:

• Core skills,

endorsed by

your network

• Volunteer

experiences

• Just enough on

prior positions

to build

credibility

#talentbrand | talent.linkedin.com

2. Help your team shine on LinkedIn

Dell trains global employees at scale

talent.linkedin.com

Brent Amundsen

Executive Director, Global Talent

Acquisition

• “SMaC University”

(Social Media and Communication)

• Global certification program with

structured classes

• Strong exec support

• 5,000 trained since mid-2010

3. Craft job posts for passive AND active candidates

50% of job applications on

LinkedIn via ‘anything

but search’ 85% of professionals fine with

being approached with

relevant opportunities

75% of working professionals

around the world are

considered passive

candidates

The other 25% are

actively seeking a

new job

talent.linkedin.com

3. Brand through Jobs with these 6 tips

Use your job post as a talent

branding vehicle.

Showcase the position’s impact.

Try a conversational tone.

ART

Avoid overly-creative job titles.

Tie the job to your LinkedIn

Company Page.

Give high-priority positions more

attention.

SCIENCE

talent.linkedin.com

4. Spice up your Company Page

01 Talk to your marketing team and coordinate your approach.

02 Add an image that welcomes visitors to your page and showcases your brand.

03 Post status updates to start a conversation with your target audiences.

04 Feature relevant groups to attract a broader audience and extend your reach.

4 tips to jumpstart your

Company Page

talent.linkedin.com

5. Use Targeted Status Updates

Tips for targeted status updates

Share jobs, relevant news stories about your company, employee interviews from your blog, etc..

Mix it up

Sketch out what you’ll say in advance and build a dialogue with your followers.

Have a plan

Remember the messaging you’re trying to get across and think about how to incorporate it.

Stay on brand

talent.linkedin.com

71% of company followers on

LinkedIn are interested in

career opportunities at

companies they follow.

6. Launch your Career Page

Think visually.

Use bold images to give a real-world glimpse

into your organisation.

Think digitally.

Whatever you say, keep it brief. Content

from your glossy graduate recruitment

brochure may not make sense 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, so make video a core part of your

strategy.

Think customized.

Adapt your content to viewers based on their

LinkedIn profiles. You can target your Career

Pages based on a candidate’s job function,

industry, geography, and more.

talent.linkedin.com

7. Advertise where the eyeballs are

talent.linkedin.com

Clickthrough rates 20x industry average

8. Unleash your employee ambassadors

Tips courtesy of TNS Employee Insights. For more on this topic

see www.slideshare.net/linkedin-talent-solutions

Ensure your executives are on board. Get C-suite support to drive widespread participation.

Encourage share and tell. Share authentic stories, pictures, and company events

across a variety of media so your employees (and

followers) can repost and drive viral discussion.

Educate employees on your brand. The more connected they are to the brand, the better

ambassadors they’ll be.

Monitor for success. Measure engagement and create action plans to build your

foundation of engaged, enthusiastic brand ambassadors.

talent.linkedin.com

Promoting your talent brand beyond LinkedIn

talent.linkedin.com

“Spend Time”

Professional Networks Personal Networks

“Invest Time”

Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692)

The Mindset Divide

1

2

3

4

5

Socialize

Stay in touch

Be entertained

Kill time

Share content

Maintain professional identity

Make useful contacts

Search for opportunities

Stay in touch

Keep up to date for career

36 talent.linkedin.com

• Assess key indicators

• Use Talent Brand Index to prioritize

Step 5: Measure and adjust

talent.linkedin.com


• Brand via Jobs






• Be real

• Be personal

• Be brave

• Be consistent

• Set your goals






STEP 1 Get buy-in





If you don’t measure, you can’t manage

only one out of three

talent.linkedin.com

Sample metrics

Key indicators of talent brand success

• Your offer acceptance rate goes up

• Employee retention increases

• Internal surveys confirm your employees are excited about your company as a place to work

In-house

• Traffic to your employee video stories goes up

• You double the number of employees with an optimized social presence

Online

• Your Talent Brand Index score rises versus your peers and in the segments that you care most about

Talent Brand Index

talent.linkedin.com

How Talent Brand Index works

Talent Brand Reach

1,873,354 members Viewing employee profiles

Connecting with your employees

Talent that is interested in you as an employer

Researching company and

career pages

Following your company

Viewing jobs and applying

Talent Brand Engagement

264,362 members

Talent that’s familiar with you as an employer

talent.linkedin.com

What percent of people who know about you show an interest?


Talent Brand Reach

Talent Brand Index

How Talent Brand Index works

Talent Brand

Reach

1,873,354 members


264,362 members

=

talent.linkedin.com

Benchmark your score, e.g. v.s key competitors

• Assess key indicators

• Use Talent Brand Index to prioritize

Let your talent brand journey begin!

talent.linkedin.com


• Brand via Jobs






• Be real

• Be personal

• Be brave

• Be consistent

• Set your goals






STEP 1 Get buy-in





Next steps: download the playbook and contact us for help!

talent.linkedin.com

Questions?

STEP 1 Get buy-in





Visit talent.linkedin.com to learn more about our solutions

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5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides