Taking Your Employer

Brand to the Next Level

March 29, 2016

For Small to Mid-sized Businesses

Welcome to

“Taking Your Employer Brand to the Next Level”

The webcast will start momentarily.

Grow your business with

LinkedIn Talent Solutions

Request a demo

bit.ly/contacttalentsolutions

ADVERTISE your open jobs

With

Work With Us Ads

2

BUILD your brand

with

Career Pages

3

POST your Jobs

with

Job Slots

4

FIND top candidates

With

Recruiter

1

Annamarie Dunn

Sr. Group Director of Culture & Talent

Cadence

linkedin.com/in/annamarie-dunn-j-d-55ba41

Suzanne Tran

Sr. Marketing Manager

LinkedIn

Linkedin.com/in/suztran

Hi! It’s nice to meet you.

Today’s Agenda

#hiretowin

How your SMB can build an employer brand from the

ground up

1

Employer brand

defined

(Employer brand vs.

company brand)

2

Employer brand

impact

(Why it’s important)

3

Key areas of focus

(Top 3 areas

to think about)

4

Ideas, tactics &

tools to get started

(Things you can

do right away)

Are you presenting at a

breakout session?

Make sure your title slide is the

right color.

To swap the slide master...

On the View tab, click Normal.

In Normal View, in the thumbnail pane on the

left, click the slide that you want to apply a

layout to.

On the Home tab, click Layout, and then

select the layout that you want.

Keynotes

& general

sessions

Innovation

breakout

track

Data &

Metrics

breakout

track

Talent

Brand

breakout

track

Talent

Managem

ent

breakout

track

Leadershi

p &

Strategy

breakout

track

Pipeline &

Recruitme

nt

breakout

track

title title title title title title title

What’s an employer brand?

1

Employer brand

defined

2

Employer brand

impact

3

Key areas of

focus

4

Ideas, tactics &

tools

Corporate Brand (Core: Mission, vision, values)

What’s an employer brand?

Employer Brand ① Your reputation as an employer

② An image of your company as a

“great place to work”

Culture

Vision

Values

End Goal: Attract people you want to…

① Engage

② Sell products/services to

③ Persuade to work for you

Product Brand (Sales Prop: Brand that people buy)

+

Employer Brand (Employee Value Prop: Brand that people work for)

+

Lead

ers

hip

MKTG

HR

Why SMBs have an employer brand?

Companies have an employer brand to promote the following:

① Attract, motivate, and retain the right talent

② Provide a direct connection and active support to the company’s culture

③ It also connects directly to the firm, leadership, and employee brands.

Note:

An effective employer brand is experienced as real and authentic to employees

and provides clear, adaptable operating principals that are globally shared and

practiced

“Brand” is important.

It’s the promise, the promise to “customers”

• Experience

• Reinforces perception

• Emotive

Reflects a set of principles and or core values

• Says who are we, what we believe in, what we aspire to be known for

Actions and behavior confirm, impact credibility and trust

• Ultimately, brand resides within the hearts and minds of the customer, the sum of

their experiences and perceptions, some of which we can influence, and some

that we cannot

Requires understanding the needs and wants of our customers

Successful branding throughout HR and the company with “one clear and

consistent voice”

Are you presenting at a

breakout session?

Make sure your title slide is the

right color.

To swap the slide master...

On the View tab, click Normal.

In Normal View, in the thumbnail pane on the

left, click the slide that you want to apply a

layout to.

On the Home tab, click Layout, and then

select the layout that you want.

Keynotes

& general

sessions

Innovation

breakout

track

Data &

Metrics

breakout

track

Talent

Brand

breakout

track

Talent

Managem

ent

breakout

track

Leadershi

p &

Strategy

breakout

track

Pipeline &

Recruitme

nt

breakout

track

title title title title title title title

How does employer brand

impact the overall business?

1

Employer brand

defined

2

Employer brand

impact

3

Key areas of

focus

4

Ideas, tactics &

tools

An employer brand

has significant and

positive impact on the

overall business.

Employer brand

affects your ability to

attract, hire, and

retain employees

So…

How do other SMBs

think about employer

branding?

Are you presenting at a

breakout session?

Make sure your title slide is the

right color.

To swap the slide master...

On the View tab, click Normal.

In Normal View, in the thumbnail pane on the

left, click the slide that you want to apply a

layout to.

On the Home tab, click Layout, and then

select the layout that you want.

Keynotes

& general

sessions

Innovation

breakout

track

Data &

Metrics

breakout

track

Talent

Brand

breakout

track

Talent

Managem

ent

breakout

track

Leadershi

p &

Strategy

breakout

track

Pipeline &

Recruitme

nt

breakout

track

title title title title title title title

Let’s get started!

SMBs start with 3 key areas

1

Employer brand

defined

2

Employer brand

impact

3

Key areas of

focus

4

Ideas, tactics, and

tools

Building an employer brand in 3 areas

Value proposition dev. (Stems from corporate brand)

External marketing (Message, package, promotion)

Internal marketing (carry “brand promise”)

+ + 1 2 3

Value proposition development

What matters

most to our

customers?

What do we want

to be known for?

What’s true and

authentic about

your team?

3 questions to ask when evaluating your brand

Value proposition dev. (Stems from corporate brand)

1

=

Ex: Employer proposition development

Why Cadence?

Cadence has been at the leading

edge of the electronics revolution

for over 25 years and continues to

propel it forward

Innovation starts here

We are an innovative, diverse and

global team

We partner with the best

technology companies in the

world to build products that

transform lives

Culture One Cadence -

One Team

Commitment Do your best work

- live your best life

Career Ignite your passion

Are you presenting at a

breakout session?

Make sure your title slide is the

right color.

To swap the slide master...

On the View tab, click Normal.

In Normal View, in the thumbnail pane on the

left, click the slide that you want to apply a

layout to.

On the Home tab, click Layout, and then

select the layout that you want.

Keynotes

& general

sessions

Innovation

breakout

track

Data &

Metrics

breakout

track

Talent

Brand

breakout

track

Talent

Managem

ent

breakout

track

Leadershi

p &

Strategy

breakout

track

Pipeline &

Recruitme

nt

breakout

track

title title title title title title title

Give me take-aways:

Creative ideas, tips, and

branding tool suggestions

1

Employer brand

defined

2

Employer brand

impact

3

Key areas of

focus

4

Ideas, tactics,

and tools

External marketing

External marketing (Message, package, promotion)

2

Effective channels / ideas to consider for SMBs

=

① Social media networks • Facebook

• Twitter

• Instagram

② LinkedIn • Company > Career Page

• Work with Us Ads

• Sponsored Updates

• Groups / Pulse

③ Company Website • Dedicated careers page

④ Awards / News • Ex: Best Places to Work

Facebook

Twitter

Glassdoor

Company + Career Pages Personalized experience just for candidates

Career Page Company Page

1

Acme

ACME

Founded in 2003, ACME is the largest mobile phone device

manufacturing company, headquartered in Silicon Valley. ACME is

trusted by over 1,000 global mobile device carriers and is a Fortune

500 company.

With

over

Free Paid

LinkedIn Career Pages Personalized experience just for candidates

2

3

4

Use LinkedIn data to personalize your

audience's experience based on who

they are, what they do, and more.

Personalized for your audience Bring your employer brand to life Get your jobs out to more people

Let your employees tell the story of

your company culture, business, or

who you’re looking for in video

testimonials.

Feature your job posts right where

interested prospects can find them —

on your company’s Career Pages.

Paid

Cadence on LinkedIn

Status Updates to Sponsored Updates Strong brands engage their audience with diverse content

Tips

① Post regularly

• 20% of followers are typically

reached with one status update.

• Companies that post 20 times a

month, on average, reach 60% of

their followers with 1 or more updates

Benefits

① Directly engage your

audience

② Expand business visibility

③ Share company updates

④ Builds more connections

⑤ Creates a strong brand

Premium Features

① Active Sponsored Update From your Company Page, you can share

specific content with a targeted audience and

reach more people and attract more followers.

• Enhance post visibility

• Highlight post as “Sponsored”

Paid Free Sponsored Updates Status Updates

Cadence Career Page

Cadence Career Page

Brand

Ambassad

or Program

Work With Us Ads Leverage your employee’s network & attract more top talent to your company by putting job ads

right on your employees LinkedIn profiles

Get seen when candidates research or

connect with one of your employees.

Reach passive talent based

on action

1 2

3

Displaying personalized job ads to

every viewer.

50x higher click-through rate

compared to traditional ads, driving

interested professionals to your jobs,

Career Page, and other destinations

Feature your most relevant

jobs

Strengthen your talent

pipeline

Paid

Internal marketing Effective channels / ideas to consider for SMBs

=

① Internal company communications

• Develop internal communications

calendar (email updates, newsletters,

company meetings)

• Implement internal culture marketing

campaigns around being a “great place

to work”

② Employee training & development

• Professional development for

leaders/managers

• Develop brand ambassadors

③ Promote creative culture projects

• Employee videos, photos, highlights,

awards/recognition, etc.

④ Company intranet

Internal marketing (carry “brand promise”)

3

Employee Training & Development

Culture Video

Culture Pictures

Company Intranet

Lynda.com Empower and enable employees to develop new skills anytime, anywhere.

Paid Free

Lynda.com provides training in bite-size videos for on-the-go training

Training is optimized for multiple devices and is available online and offline

Summary

An employer brand is:

1) your reputation as a strong/positive employer and

2) an image of your company as a great place to work.

Employer brand can increase your success and the success of your company. It can

have a:

• Significant and positive impact on the overall business

• An affect on your ability to attract, hire, and retain employees

• Impact on your personal brand that will attract future and potential employees,

partners, and new career/business opportunities

Successful SMBs prioritize employer branding and start by focusing on 3 areas:

• Develop employer brand value propositions: Start with corporate brand messaging

• Develop an external marketing strategy: Start with social media outlets (emphasis on

LinkedIn)

• Develop an internal marketing strategy: Start with regular company updates through

email communications

Let’s connect!

LinkedIn Talent Solutions offers a full suite of

tools to help you find, attract, and hire top

candidates. Contact us to learn more.

Call

855-655-5653

or visit

bit.ly/contacttalentsolutions

Annamarie Dunn

Sr. Group Director of Culture & Talent Cadence

linkedin.com/in/annamarie-dunn-j-d-55ba41