The unified brand: Aligning your consumer, corporate, and employer brands | Talent Connect 2016
-
Upload
linkedin-talent-solutions -
Category
Recruiting & HR
-
view
103 -
download
0
Transcript of The unified brand: Aligning your consumer, corporate, and employer brands | Talent Connect 2016
Kristin Rice Talent Brand Consultant
Nicolas Blanc Talent Brand Consultant
The Power of a Unified Brand Aligning your corporate, consumer and talent brands
Corporate Brand
Consumer Brand
Brand
Essence
Talent Brand
Investors
Influencers
Partners
Customers
Employees
Candidates
5
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
7
#1
« Don’t fuck up the culture! »
Peter Thiel
#1
Step 1
#2
12
13
Storytelling is a key ingredient for these brands
#3
Activate employees as brand ambassadors
70% of customer brand perception is determined by
experiences with people.
Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.
#3
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
#3
Company CEO Media Spokesperson Senior Executive Employee
#3 So Let Them Do the Talking
#4
19
Who’s In Charge of Employer Branding?
CEOs: 60% CEOs
Marketing: 38% HR
50% CEO
HR: 60% HR*
“Who has primary accountability for employer branding initiatives?”
Source: Universum 2020 Outlook: The Future of Employer Branding
*Averaged results from HR Manager/Director, Talent Acquisition Manager/Director, Recruitment Manager/Director
#4
Stakeholders See Room
For Improvement & Collaboration
CEOs: 52% YES!
Sr. MGMT: 70% YES!
HR: 77% YES!
“Do you see a need for closer cooperation within employer branding between
executives, marketing, and HR/recruiting?”
Source: Universum 2020 Outlook: The Future of Employer Branding
#4
#5
Who are our
candidates?
#5
Build integrated media
plan for all channels
Compare and prioritize
target audiences for Corp,
TA and Marketing
Switch messaging/target
based on performance
#5 Integrated Approach For Advertising
Takeaways
#5
#4
#3
#2
#1
Q&A Q&A