Employer Branding Essentials: Tips on Becoming a Top Company from Cisco and LinkedIn [Webcast]

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Employer Branding Essentials4 Tips on Becoming a Top Company from Cisco and LinkedIn

Employer Branding Essentials: Tips on Becoming a Top Company from Cisco and LinkedInTo better understand what makes a great employer brand, we analyzed billions of interactions between our 433M+ members and thousands of companies on LinkedIn to determine the inaugural list of Top Attractors. Join us for this 45 minute webcast with LinkedIn and Cisco to learn more about the list and employer branding best practices inspired by the companies that made the list.1

Stacy TakeuchiSenior Talent Brand Consultant LinkedInAaron RectorSenior Talent Brand Manager Cisco

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Top Attractors introducing the new ranking

Ciscos approach to talent brand management

LinkedIn + Ciscos tips for strengthening your talent brandAgenda

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How did we determinethe Top Attractors?

We assessed companies on four factors to determine who was most sought-after:

ReachHow well-known they are.EngagementHow much interaction their content receives.Job interestHow much interest their jobs generate.New hire staying PowerHow well they retain new hires.

We observed how much our 433M+ members discovered and engaged with employers, applied to jobs, and whether new hires stayed after joining. You can track these employer brand metrics as a company too.The following tips are inspired by the Top Attractors and how they achieved outstanding scores on each of the four factors.

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A breakdown of the most attractive companies

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A breakdown of the most attractive companies

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$4,7231 Burgess, Wade. Research Shows Exactly How Much Having a Bad Employer Brand Will Cost You. 30 Mar 2016. The additional cost per employee hired, when an employer fails to invest in its reputation

Your reputation as an employer is everything. If you have a good one, top candidates want to work for you and employees want to stay. If you have a bad one, it will cost you. Employers who dont invest in their reputations pay up to $4,723 more per employee hired, and half of candidates wont even consider working for a company with a bad employer brand, no matter how high the salary offer.1 To better understand what makes a great employer brand, we recently published Top Attractors, Where the World Wants to Work Now. Based on billions of interactions between 433M+ members and millions of companies on LinkedIn, we uncovered the organizations that are making people want to join and stay. The winners have several practices in common, and well explore each of them in this guide. Companies of all sizes can incorporate these tips at virtually no cost. Read on to learn how to create a solid strategy that will improve your brand.

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Cisco Talent Brand Journey

Cisco Talent Brand Team Pillars

We Are Cisco

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Expand your reach:rally employees tospread the word about your company

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Your employees are your unofficial recruiters and marketers, and the key to making your brand more well-known. Show them how to use LinkedIn and other social media to best represent your brand, and they will amplify your message further than any official channel ever will.

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Encourage employees to update their profiles

Utilize new hire orientation as an opportunity to share your social vision

Make it easy for employees to post and engage with content

Support employees when it comes to expanding their networks and being social

For more profile inspiration and tips, check out 6 Steps to Building Your Recruiter Brand on LinkedIn and other great examples of headlines and summaries.

Every employee on LinkedIn is an opportunity to brand your company as a desirable place to work. The more complete your employees profiles are, the more likely top talent will see them.Great profiles have a fresh photo and headline, compelling summary, and updated experience section. They include content that show what its like to work at your company too, such as these videos and SlideShares do.

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Every time your employees interact with content on LinkedIn, that content reaches the people in their networks. The more relevant connections your employees have, the more eyeballs you can get on your employer brand content. Show your employees how to use the People You May Know tool and how to search their connections to surface new contacts.

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Build engagement: reach talent via Company and Career Pages

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Your Company Page is your official presence on LinkedIn. Its where you display your overall brand and what your organization does. Your Career Page is an extension of your Company Page and is the central hub for your employer brand. Its where you showcase your culture, vision and the career paths you offer.

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How Does Your Career Site Stack Up?Career site is the #1 place that candidates go to explore and learn about working at your company.

The vision for Cisco career site is to create a dynamic and engaging site for job seekers to quickly and easily discover career opportunities at Cisco and educate about the amazing culture, benefits and programs that await them at Cisco.

Responsive design/Mobile apply.Showcasing employee testimonials.Strategic user pathing throughout site to easily find information. Link to 3rd party sites for candidates to explore more.Focus on the visuals!

People tend to follow companies they are interested in working for. When someone follows your company on LinkedIn, that action spreads through his or her network as an update, motivating others to follow as well. You can attract followers from the Follow button on your Company and Career Pages, but you can also do so from your website, candidate communications, and employee signatures by embedding the Follow button in these places too.

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Each channel you use for Talent Brand has a different purpose and use.

For LinkedIn, weve seen that our followers are looking for both culture/fun, as well as business impact.

Cisco has also used different careers pages to be strategic in how we approach unique recruiting needs.

Created a Greater China specific page to help meet regional needs.

Images, videos and SlideShares all help attract visitors and followers to your pages too. Feature employee testimonials on your Careers Page to further strengthen your message.Adapt your Career Page content to viewers based on their LinkedIn profiles by candidates job function, industry, geography and more, to deliver personalized web experiences.

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Post high-quality, valuable content

Since your followers have an interest in career opportunities at your company, share content that will pull them in further. Post stories about an employees day-in-the-life, career transformation, or perspective on your culture. Put a spotlight on your mission and values. Use images, videos, and SlideShares to keep things fresh, exciting and share-worthy. Updates with images get 2X as many comments and those with video get 1.5X as many shares.2 For more inspiration, check out our Content Marketing Guide for Talent Acquisition.Remember to encourage your employees to engage with your company content too. Show them the way by being active yourself. 21

Boost interest in your jobs: talk company culture in your descriptions

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Your job descriptions are often the first contact candidates have with your company, so they are prime real estate for promoting your employer brand. LinkedIn has millions of jobs and distributes them to candidates based on skill sets, but its your descriptions that will compel them to view and apply. Describe what its really like to work at your company, and youll appeal to more candidates.

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To get more views, stick to standard job titles

To get more applies, show off your culture and values

Tips:Use natural/inviting language in your job descriptions.By humanizing your job descriptions, data shows that candidates respond positively which drives applies.Highlight team culture in job descriptions. Candidates are looking to see what it is like to work on a team, so paint a picture to share team culture/dynamics.

To get more views, stick to standard job titles

Dont get too creative with your job titles. Candidates will be less likely to click if they dont understand what youre looking for. Use keywords commonly used in profiles and job searches so LinkedIns algorithms match and deliver your job postings to the most relevant candidates.

To get more applies, show off your culture and values

The #1 thing candidates want to know about before applying to a job is the companys culture and values.3 Your job descriptions are a perfect place to demonstrate them. Yes you need to include skill requirements, but you should also describe work life at your company. Be as honest and authentic as you can and youll get more of the right talent applying.

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Job Description Update: Before

Job Description Update: After

New hire staying power: onboard well, build skills, and pave the way for advancement

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Your employer brand is just as important to your employees as it is to your candidates. Its a force that helps keep them. If you empower them with tools, skills, and information so that they thrive, you will make them happier and more satisfied. Happier and more satisfied hires make better brand promoters and will be more likely to stay.

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Ensure the authenticity of your hiring process

Make certain the candidate-to-employee transition is smooth

Create and highlight caree