A Unified Brand: How to Win by Aligning Your Employer and Consumer Brands [webcast]
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Transcript of A Unified Brand: How to Win by Aligning Your Employer and Consumer Brands [webcast]
A Unified BrandHow to win by Aligning Your Employer and Consumer Brands
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Avani KhannaTalent Brand Consultant, LinkedInSeptember 28, 2016
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Corporate Brand
Customer Brand
Brand Essence
Employer Brand
Investors
Influencers
Partners
Customers
Employees
Candidates
Source: LinkedIn data – January 2015 – July 2015 for the top 100 companies with the strongest talent brand on LinkedIn
The Rewards of The Connected Brand
SALES RECRUITMENT
EMPLOYEEENGAGEMENT
MARKETING
36%increase in stock price over 5 years
84%lift in engagement w/ company content when members saw a job first
6EE shares = 6 job views, 3 company page views, 2 connections, & 1 follower
65%boost in applications after member saw company content
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« Don’t f*** up the culture! »Peter Thiel
They invest in culture
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They tell great stories
GE
Trek Bicycle
REI
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They have C-suite alignment
70% of customer brand perception is determined by
experiences with people.
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They activate their employees
Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.
They employ an integrated approach
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Build integrated media plan for all
channels
Compare and prioritize target
audiences for Corp, TA and Marketing
Switch messaging/target
based on performance
Questions?
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