Francesco Costanzo  Customer Success Organisation Consultant

Talent Branding and Followers

#ConnectInItalia

Agenda

Employer and Talent Branding

Followers ecosystem: why is it important?

How to attract and engage your followers on LinkedIn:

a talk with Barilla & Telecom Italia

Q&A

Is your company considered a great place to work?

Employer brand is vital to improving recruiting outcomes

Every company, regardless of industry, location, and size can harness the power of a strong employer brand

Social Media is leveling the playing field like never before and in many ways

Employer Branding

The beauty of employer brand is you don’t need everybody to know your name. Only the right people.

Employer Branding

Your employer brand is the messaging you

pushed to the marketplace and

periodically refreshed.

VS

Your talent brand is the highly social, totally public

version of your employer brand that incorporates

what talent thinks, feels, and shares about yourcompany as a place to

work.

From Employer to Talent Branding

Identity

A Quality Promise

A Decision Making Short-Cut

Brand is Talent

From Employer to Talent Branding

BrandBrand

Jobs

Traditional

Developing

Foundational

Strategic

Reactive, over-reliant on agencies

Engage with strong pipeline of leads and

‘silver medalists’

Team-wide pipelining with engaged talent

communities

Build internal capabilities to focus on passive talent

Post-and-prayTargeted engagement

to attract highly qualified candidates

Talent segmentation and prioritization

Jobs on niche boards and social platforms

Defined employer brand strategy

Influential talent brand engaging employees and

candidates

Understanding of employee

value proposition

Established metrics and benchmarks

Data driven decision making

Sourcing

Talent Acquisition is merely perceived as a Staff

function

Strong collaboration with Marketing, PR,

Communications

Strategic business advisor to Senior level Executives

Engage HR counterparts and Hiring Managers

Partnership

A strategic approach to Talent Branding

Our pillars for your Talent Branding on LinkedIn

Engage with yourFollowers

Express and communicateyour identity

Make your employeesspeak about you

It’s good to have something to say,but who’s listening?

Followers ecosystem: why is it important?

Followers ecosystem: why is it important?

Followers on mobile

43% of LinkedIn traffic comes from mobile devices. Followers can be marketed to wherever they are.

78%More likely to accept

Recruiter InMail

6xMore likely to view

LinkedIn Career Page Updates

Did you know that?

79%Of members are interested

in job updates from companies they follow

Key Messages

You’ll boost retention. Reduce employee turnover by up to 40%

You’ll spend less on hiring. Lower your cost per hire by 50%

You’ll shorten the time to hire, by contacting people that are already followers of your company

You’ll influence the conversation with candidates. If you don’t, others will

Best Practices sharing

Francesca LanzaraRelationship ManagerItaly

Federico AscariBrand Development Projects

Victoria AntolinRecruiting, Talent and Career Management

Telecom Italia on social

1%Engagement Rate

+174

Followers

95Social actions

Sponsored Updates

Barilla Group on LinkedIn

120%

YoY Followers growth

100 ͂Followers daily

growth

20Jobs posted every

month

Barilla Group communication

+1.700

Employees on LinkedIn

+186kPeople Reached

+4.300

Followers

1.78%

Click through rate

+11.000

Clicks

+12.000

Followers

Francesco CostanzoHuman Resources presso Barilla Group

Barilla Group communication

Milano, 28 maggio 2014 #ConnectInItalia