TNS Employee Brand Ambassadors

Cultivating Employees as Brand

Ambassadors

The Truth About Followers andConnections

& Research insights to drive your

talent brand Reasons to cultivate your

followers Top 5 incentives for employees

to become brand ambassadors

Analysis of brand ambassadorship and how it relates to talent recruiting

Linkage between employee engagement and followers

5 reasons employees become drivers of your brand

&4 Essential Tips to Convert your Employees to Talent Brand Ambassadors

©TNS & LinkedIn 2013 [email protected] | talent.linkedin.com

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Poll:

What is your role?


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Presenters

Amy MillerModerator

LinkedIn

Etienne TremblinPresenter

LinkedIn

Mike SchroederPresenter

TNS Employee Insights


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About TNS

Focus on providing innovative solutions:

Employee Engagement

Retention of Top Talent

Brand Awareness

Customer Engagement

Leadership Development

Normative database comprised of information from 2+ million employees surveyed annually in 120+ countries

Global leader of custom research, analysis and insights with 13,000 employees in 80 countries


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About LinkedIn Talent Solutions

Find and attract the best passive talent

- Source anyone on LinkedIn

- Target the right person with the right job

- Showcase your company's talent brand and culture

Sourcing – Employer Branding – Job Distribution - Insights


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4 Tips to Convert Your Employees to Talent Brand Ambassadors

#1 Focus on employee engagementEnsure buy in from senior leadership with a focus on employee engagement and strategic planning

#2 Educate your employees Educate your employees on Brand Ambassadorship

#3 Encourage ‘Share and Tell’Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion

#4 Measure & monitor your initiatives to gauge successMeasure engagement and create action plans that build a foundation of engaged employees and brand ambassadors


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SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012

People follow companies on social platforms for different reasons

Most follow for incentives, rewards, or discounts.1

Follow for news, insights, and product information.2


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Employee Value PropositionThe attributes that you most want associated with your company

Employer Branding The delivery of your EVP across every communication touch point both internal and external

Brand Promise

What is your Employer Value Proposition & Branding?


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Why should you care?


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Impact of Social Media

People are 3x more likely to spread bad news than good, and social media creates a transparent boundary between your employees and the marketplace

Long-term relationships

64%of followers would follow companies

“indefinitely”

61%of members are more

likely to share information as a result of following a company

Brand evangelists

Engaged talent pool

71%of members are

interested in updates on job opportunities from companies they follow

Source: LinkedIn study of 3800+ global professionals conducted in January 2012


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cost a global manufacturing firm $73 million USD a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism

Disengaged employees…

Employee Engagement & Business Outcomes

TNS Research shows…

Employee engagement can increase profitabilityHigher employee engagement often coincides with a higher level of service quality

Employee engagement has an influence on customer retention

Source: TNS Case Studies


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Employee Engagement and Ambassadors


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Employees that are PROUD of their company and glad to tell people about it

Employees who would RECOMMEND their company to others as a good place to work

58%

53%

BrandAmbassado

rs

BRAND

AMBASSADORS

Do You Have Brand Ambassadors?

Source: TNS Global Panel Study


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Creating Brand Ambassadors

Brand ambassadors are supported through strong leadership andeffective brand training initiatives

Top 5 Reasons Employees Become Brand Ambassadors

1. Company brand experience sets us apart

2. I trust senior leadership

3. Work gives me a feeling of accomplishment

4. My company is environmentally responsible

5. I feel valued as an employee

1. Our brand experience sets us apart from competition

2. Supervisor supports brand experience efforts

3. Brand experience coaching and training is effective

4. I understand the behaviors to deliver the brand experience

Drivers of Ambassador Efforts

Source: TNS Global Panel Study


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Utilizing Brand Ambassadors

Professional connections alone have a significant impact on all parts of talent acquisition, adding brand ambassadorship components will improve perceptions

Impact of Connections

Source: LinkedIn Study of 7000+ global professionals conducted in March 2012

22%

129%

29%


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4 Tips to Convert Your Employees to Talent Brand Ambassadors

#1 Focus on employee engagement

#2 Educate your employees

#3 Encourage ‘Share and Tell’

#4 Measure & monitor your initiatives to gauge success


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Employee Engagement

Highly engaged employees are brand ambassadors

Key drivers of employee engagement:

Managing Performance

Career Development

Recognition Senior

Leadership

Case Study – IHG

Administer a semi-annual employee engagement survey for more than 1,110 owned, managed, franchise hotels

Over 5,000 managers are provided with key drivers of employee engagement and specific priority areas

Leaders then develop approximately 2,500 action plans on an annual basis

#1 Focus on Employee Engagement


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Poll:

Are your highly engaged employees part of your talent acquisition process?

Are your highly engaged employees currently sharing on social media?


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Questions employees need answers to… Why is this a great

place to work? What is the value

proposition for a new employee?

Why do we exist in the view of our customers?

What type of talent does this organization need to grow?

What resources are available to help with this effort?

What are our social media policies?

Case StudyA Fortune 500 company in the service industry showed that: Almost 40% of its

employees feel restricted by the organization’s social media policy

More than half of its employees would share company stories given more flexible social media guidelines

After adding social media to their intranet, over 60% of its employees engage in intranet social media sites either daily or weekly

#2 EDUCATE YOUR EMPLOYEES


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Develop and Communicatea Social Media PolicyDistribute social

media guidelines that encourage participation and reduce fear

Provide stories of fellow employees on social media platforms

Communicate in the local language and on local platforms

Bring Cross-Functional Teams TogetherCreate alignment

through communication

Encourage social media professional collaboration with colleagues

Enhance teamwork by breaking down internal silos

Build communities

Utilize Intranet & Social Media Sites Use intranets

& social media platforms to highlight the connections across employee engagement and positive customer experiences

#3 ENCOURAGE ‘SHARE AND TELL’


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Salesforce.com’s Challenge

Salesforce.com were tasked with hiring hundreds of account executives and sales engineers. CEO Marc Benioff rose to the challenge by asking his employees to turn to their networks to drive applicants:


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1 Data: 10/15-11/16, excludes weeMikeds

Salesforce.com’s Success Story

The impact was impressive…60% increase in employee referrals that week!

350 Links shared via LinkedIn status updates

2x more than the daily average

One post led to… RESULTS

159K Connections~25% Sales Professionals

40K Companies

Shared Links1

By SFDC Employees +128%

Likes1 SFDC Employee Posts +70%

Status updates visible to:


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Wild Wild West: No ATS system; each function had a different process

$$$: Spending too much money on agencies

No Employer Brand: No social media presence or differentiation from other companies

Increase the company from 200 to 300 employees in a year and build a scalable and strong Talent Acquisition Team

Rapid7 had the momentum but if the TA team could not deliver, they were in trouble

Rapid7’s Makeover: Before

GOAL

Challenges


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Tran

sfo

rmatio

n

Rapid7’s Makeover: After

INVOLVED EMPLOYEESPut employees on a pedestal; they raved about how awesome Rapid 7 is

INVESTED IN LINKEDIN TOOLS“Seeing what LinkedIn did with previous employer, I put all my money in LinkedIn.”

STRENGTHENED TWO WAY SOCIAL MEDIA“If someone tweets about how awesome we are, say ‘Yeah, we are. Want to work with us?’ ”

RESULTSFROM 70% TO

100% OF EMPLOYEES

ON LINKEDIN

FROM 1,000 TO OVER

>4,000 FOLLOWERS

94% HIGH EMPLOYEE

SATISFACTION SURVEY RATING

2012 BOSTON BEST PLACESTO WORK

AC

TIO

NS


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Employee Engagement Measure employee

engagement and focus on the key drivers necessary to create brand ambassadors

Training & Coaching Management Brand ambassadors

Brand Ambassador Programs Impact or utilizing

networks for recruiting top talent

Social media programs

Case Study

A business unit reported estimated savings of lost productivity by improving engagement by $30 million per year

Operating profit increased from $1.2 billion to over $2 billion

Functional and department leaders utilized an online action planning and best practices platform in order to implement both global and local action plans

#4 MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS


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What you need to know

©TNS & LinkedIn 2012 [email protected] | [email protected]

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What you need to know

#1 activity on LinkedIn = viewing profiles of connections. Help your employees be strong representatives by hosting a

“lunch and learn” session to provide tips to improve their profiles.

Use ad space on employee profiles to drive traffic to your LinkedIn Career Page.

Employees are automatically followers when listing their company employment. Send targeted company status updates on LinkedIn.

Highlight your brand ambassadors on your Career Page.

Deploy targeted version of Career Pages to showcase relevant employees and opportunities to visitors.

Employees can amplify your message. Encourage employees to share key updates to distribute your

message to their connections.

Broaden your distribution of job opportunities to employees’ circles and increase employee referrals.

Work With UsOwn the ad space

on your employees’ profiles

LinkedIn JobsEmployees share high priority

jobs with their network

LinkedIn Career PagesBuild your employer brand with

highlighting your brand ambassadors

©TNS & LinkedIn 2012 [email protected] | [email protected]

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Training and engaged

employees are MORE likely to create brand ambassadors

Engaged employees are LESS likely to

leave, lowering overall costs of

recruiting

Summary

Engagement & Your BrandLinkedIn & TNS Employee Insights researchconverge on two key findings…

!!!!


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Questions?

Please email us at: [email protected]@linkedin.com [email protected] any confidential questions


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Etienne [email protected]

LinkedInhttp://business.linkedin.com/talent-solutions@EtienneTremblin

Mike [email protected]

TNS Employee InsightsTNSei.comhttp://blog.tnsei.com@tns_insights

Building the future of insights together!Contact us

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