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Are you too asking yourself: Why is employer branding necessary for my small organisation? Where do you start? How do I create a strong employer branding message? Learn about why you should care, how to craft your message and how you can showcase your employer brand to 300million+ LinkedIn members.
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Presented by:
Dana Fengler Snr SMB Account Executive
LinkedIn | Internet | Dublin T: +353-1-2423238 | [email protected]
Talent Solutions
Live Webinar: Employer Branding for SMEs Presented on 24 June 2014
- What employer branding is and why you must care - How employer brand can be measured - Results you can expect from a strong brand - How you can showcase your employer brand to 300million+ LinkedIn members Plus: additional starter tips for companies who are new to employer branding.
What we will cover
1. Why should I work with you?
Stand out from the crowd
Opportunity to be more than an employee, to be a partner.
Your story could begin here
A Place to Show Your Ingenuity Every Day
Do cool things that matter.
Help Us Save Lives
Commercial and Employer Brand can (and should!) be very different:
…but we’re only small…WHY is branding so important for SME’s?
Competing with bigger companies for talent
“Talent War”- shortage of talent in niche industries
Increased hiring need Lack of responses (many viewers, not many applicants)
Quantity over quality responses
Certain roles are difficult
High Turnover
First Contact
Research
Response
James Davis Your Dream Candidate
The journey EVERY candidate makes- engage James at the Research stage to elicit a stronger response
• Job/ Employment Ad • InMail • Agency Contact • Common Connection
• Your Website • Your LinkedIn company
page • Google, facebook, twitter • Your employees
• Responds to InMail • Applies to a Job • Follows you on social media • Contacts your employee
What is our Employer Value Proposition?
You don’t choose to have an Employer Brand- you already have one
What makes you different? Embrace your brand “in all its hideousness and all its glory” (Ed Nathanson, Rapid 7)- you want to appeal to people who are a great cultural fit
Be consistent across all social platforms- don’t confuse your candidates
Be honest- don’t make up things that don’t exist within your organisation. Hiring the wrong person can be very costly!
Centre your message around your candidates- what’s in it for THEM?
EVP= Employer Value Proposition
Sample Size: 16,832 UK only
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20000
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60000
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100000
120000
140000
160000
180000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2011
2012
2013
Job Seasonality shows three spikes in January, July and September for members starting new jobs
The peaks coincide with the end of Christmas holidays, and both the beginning and end of Summer holidays
Mo
nth
ly U
K &
Ire
lan
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ob
Sta
rts
How to communicate your brand
Tell a story Give your employees a voice Make it interactive: Video/ Slideshow Offer more information (benefits, culture, location, transport…)
Make it easy for your audience to find what they need- what matters to them? Check out these companies’ great employer branding messages on LinkedIn:
Wooga
Reach
Engagement
Reach = Your Talent Brand Index
Engagement
You can’t manage what you can’t measure Measuring your Employment Brand on LinkedIn
LinkedIn Talent Brand Index
Learn more here:
IT company, less than 25 employees
You can’t manage what you can’t measure
Visible Employer Branding Results in the UK: average 3x more viewed jobs, up to 600% more job responses, double the InMail response rate (avg.~20% > ~40%) and average 350% more followers
Results from using Employer Branding:
Carol White, WSP UK “We’ve gone from 0% to 70% direct sourcing, and saved approximately £200.000,-”
Catherine Schlieben, ITV “The results were extraordinary. After year one, our cost per hire was down to £1200,- from £8500,-.”
Susan Hollingshead, Sungevity “External recruitment dropped from 60% to 6%, Reduced time to hire from months to 3-6 weeks”
Ed Nathanson, Rapid7 Achieved more than 54% Time to Hire reduction 493% LinkedIn follower growth
Employer Branding on LinkedIn
YOU’LL LOVE WORKING WITH US!
More About Us
For Novices: Where to start?
• Know your current employer brand perception: Survey your employees, request a LinkedIn Talent Brand Index report • What makes you different? What do you stand for? • Vanilla is still a favourite flavour: many people dream of a 9-5 job with set tasks-
turn this into your advantage if it applies to you • Be truthful- ensure you attract the right type of person
• Keep your message unified on different channels
Dana Fengler Snr SMB Account Executive
LinkedIn | Internet | Dublin T: +353-1-2423238 | [email protected]