Attracting Talent Through Brand Manilla March 2017
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Transcript of Attracting Talent Through Brand Manilla March 2017
Attracting Talent Through Brand
Marlene de Koning Solutions Consultant
LinkedIn EMEA
People don’t buy what you do,
they buy why you do it
Simen Sinek – How great leaders inspire action
Corporate Brand
Consumer Brand
Brand
Essence
Employer Brand
Investors
Influencers
Partners
Customers
Employees
Candidates
6
Source: January 2015 -July 2015 for the top 100 companies with the strongest talent brand on LinkedIn.
2013 LinkedIn & Lippincott Study: Aligning your consumer brand and your talent brand
Talent Acquisition
Business Performance
Marketing
The ROI of a Unified Brand
87% lift in application
rates 3.1X increase in
conversion to hire
35% increase in
sales growth over
a 5-year period
84% lift in content
engagement
Exercise
of recruiters don’t understand
their own employer brand.
%
Corporate Executive Board- thought leadership survey. 2012
Lead by Example
Get started with your leaders
1. Give them what
they need
2. Support your
strategy with data
3. Keep cultural
differences in mind
6% 8%
10%
15%
29%
44%
70
0%
10%
20%
30%
40%
50%
60%
Talent Brand Index Weber Shandwick and KRC Research, The Company
behind the Brand: In Reputation We Trust
Why the story matters for your organization
Source: TNS
Leverage your employees
Activate employees as brand ambassadors
70% of customer brand perception is determined by
experiences with people.
Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.
Employees Are Your Most Trusted Source
2016 Edelman Trust Barometer Global Report
0
10
20
30
40
50
60
Financial Earnings & OperationalPerformance
Business Practices/Crisis Handling Treatment of Employees/Customer Partnerships/Programs to AddressSocietal Issues
Innovation Efforts Views on Industry Issues
Company CEO Senior Executive Employee Media Spokesperson
Company CEO Media Spokesperson Senior Executive Employee
They are responsible for 20% of your overall social
engagement
Your employees’ social networks are over 10X larger
than your companies followers
While only 2% of your employees share your
companies social content
20
Leverage the power
of Employee Advocacy
Brand messages see 571% more
reach when shared by employees
90% trust recommendations from
people they know; only 33% trust
brand messages
3x more likely to believe employees
than CEOs when it comes to work
culture
Employees are
your most trusted
source
Make every employee a recruitment marketer
21
Ambassadors Strategy for Employer Branding
594
employees active on platform
14.600 shared stories in 8 months
4.3M impressions
190K free media value
3x Applications on LinkedIn
5 steps to engage your employees
1. Get C-suite support to drive widespread participation
2. Encourage employees to enhance their profile on social networks
3. Incentivize through referral program
4. Organize meetups and recognize ambassadors
5. Don’t forget new hires
Communicate to the right audience
at the right time
Why the story matters for candidates
Content Ad’s
Career Page Followers Jobs
We need to re-think how we engage passive Talent
Content Ad’s
Career Page Followers Jobs
Let them build a relationship with your organisation.
If Talent isn’t actively looking,
how will they know that you are hiring?
Profile of hires for WorldPay
Corporate
Support
Managers
Location:
Singapore
Skills:
Relationship management
Technical sales
5 years+ experience
Immediate Results
Competitive
Impact
Final Outcomes
LinkedIn Followers in Singapore increased Immediate
Results
0
200
400
600
800
1000
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0
200
400
600
800
1000
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
+62% in the first
month
LinkedIn Career Page views in Singapore increased
0
200
400
600
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0
200
400
600
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
8X increase in
Career Page
Views in the
first month
Immediate Results
Talent Brand Index Singapore
Peer average
Competitive
Impact
6% 6% 7% 8% 10% 11%
17%
29%
44%
52%
0%
10%
20%
30%
40%
50%
60%
#2
Talent Brand Index
Final Outcomes LinkedIn impacted +69% of Singapore hires
44% Of hires were following
Worldpay on LinkedIn
before being hired
11% Viewed a LinkedIn media
ad or a WorldPay job
before being hired
Final Outcomes
Investment in Talent Brand drove a high
Return on investment for WorldPay
Time to
Hire
Cost of
Hire
Agency
Usage
-25% -30% now 8%
3
7
“Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does” E.W. Howe
Build integrated media
plan for all channels
Compare and prioritize
target audiences for Corp,
TA and Marketing
Switch messaging/target
based on performance
3 Key Take Aways
An Integrated Approach for Branding
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