Employer Branding for SME's

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1 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

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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.

Transcript of Employer Branding for SME's

Page 1: Employer Branding for SME's

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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

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- 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

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1. Why should I work with you?

Stand out from the crowd

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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:

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…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

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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

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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?

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EVP= Employer Value Proposition

Sample Size: 16,832 UK only

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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

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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

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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:

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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

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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

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Employer Branding on LinkedIn

YOU’LL LOVE WORKING WITH US!

More About Us

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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]