Webinar employer brand_slideshare

Talent Solutions

Why Employer Branding MattersWebinar – November 2012

Rebecca Feldman – Solutions Consultant

©2012 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

Agenda

How we define Employer Brand

The state of employer branding: research findings and why you should care

Promoting your employer brand on LinkedIn

Measuring your employer brand

Q&A

Let’s set a baseline…

©2012 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

Your Employer Brand is:The attributes and sentiments that you most want associated with your company

Employer Branding is:The delivery of your employer value proposition across every communication touch point – both internal and external

The State of Employer Branding

©2012 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

TALENT SOLUTIONS

Talent acquisition (TA) leaders are highly aware that employer branding is critical to hiring success

83%Agree that employer brand has significant impact on ability to hire great talent

7

TALENT SOLUTIONS

1.Utilizing social and professional networks

2.Finding better ways to source passive candidates

3.Upgrading employer branding

< 1,000 Employees

> 1,000 Employees

8

Prioritization of employer brand(by company size)

69% Agree that employer brand is a top priority for their organization

67%

70%

67%

78%

< 500 Employees

501-1,000 Employees

1,000-10,000 Employees

> 10,000 Employees

Top 3 long-term trends in recruiting professionals (by company size)

Large organizations lead the way in prioritizing employer brand, but smaller companies are catching on

1.Utilizing social and professional networks

2.Upgrading employer branding

3.Finding better ways to source passive candidates

TALENT SOLUTIONS

While websites are seen as most effective, viral channels play important role in promoting employer brandFive channels seen as most effective to promote employer brand

78% 56% 46%

38% 34%

Company website Word of mouth Social professional networks

Social media Traditional job boards

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TALENT SOLUTIONS

Despite the climate of “more with less”, companies are investing more in employer branding

TALENT SOLUTIONS

But why?

49% Increased belief in the impact of employer brand

48% Need to raise general awareness

47% Difficulty recruiting quality candidates

37% Increased competition

32% Difficulty recruiting candidates in specific sectors

TALENT SOLUTIONS

But seriously, why… ?

Savings in cost per hire is associated with a strong employer brand

50%Up to

TALENT SOLUTIONS

One more time… why?

Lower turnover ratesfor companies with strong employer brands

28%Average of

TALENT SOLUTIONS

Despite recognizing its power, many companies don’t take a strategic approach to employer brand

Recognize employer brand impact

Have a proactive employer brand strategy

Understand employer brand strength across different populations

Feel they have the resources to succeed

Measure employer brand strength relative to competitors for talent

Regularly survey new hires to understand employer brand perceptions

Prioritize spend on audiences where employer brand relatively weak

Regularly survey candidates to understand perceptions

54%

53%

39%

38%

37%

35%

32%

83%

14

TALENT SOLUTIONS

Not many say they regularly measure their employer brand in a quantifiable way

15

only one out of three

TALENT SOLUTIONS

In SummaryTA leaders know employer branding is important and are investing more –but strategy, listening and metrics are often missing

Awareness• TA leaders say employer branding is key to hiring

success and an important long-term trend.

Investment & Organization• Companies are starting to invest more in employer

branding, with TA leaders often directly responsible.

Delivery• Effective employer brand delivery occurs as much

through viral channels as via company-controlled ones.

Strategy & Measurement• Many companies are not adopting a strategic approach

and even fewer are measuring for success.

TALENT SOLUTIONS

LinkedIn

can

help

How can LinkedIn help you BUILD your employer brand?

©2012 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

Define• What are you famous for?• Strive for authenticity

Communicate• Can your employees articulate your

employer brand?• Is your communication ongoing and

consistent?

Engage• The world has gone social• Take control!

LinkedIn

can

help

TALENT SOLUTIONS

Communicate Strategic and Relevant Messages

Employment Brand Value Proposition• What is unique about

your company? • Culture, perks, benefits.

Thought Leader • Demonstrate knowledge in

your space• Blog post, research paper,

etc…

Company News• Latest projects • Happy customers: case

studies• Good industry reputation

Engage in Conversation• Create a follower

ecosystem where targets can interact

• Use multiple platforms and channels

TALENT SOLUTIONS

Define – What are you famous for?1

• What is your Employee Value Proposition?

• How is your brand different to your competitors?

• What key messages do you want to communicate to potential candidates?

• Is it authentic?

TALENT SOLUTIONS

• Promote your employer brand on your LinkedIn Career Page and your employees’ profiles

• Build brand awareness through targeted advertising across LinkedIn

Communicate - Externally2

EXTERNAL brand

message here

EXTERNAL brand

message here

TALENT SOLUTIONS

“50% of Recruiters don’t understand their own employer

brand”CLC report

Communicate - Internally2

TALENT SOLUTIONS

• Place internal creative messaging on your employees’ profiles to express your brand

• Create a LinkedIn Group to start discussions with your employees about your brand

Communicate - Internally2

INTERNAL brand

message here

TALENT SOLUTIONS

• Make sure you have a branded LinkedIn Career Page to educate members about your employer brand and relevant opportunities

• Message your followers about important updates, news, events, etc

Engage – Take control of your message3

How can LinkedIn help you MEASURE your employer brand?

©2012 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

Talent Brand Index

LinkedIn

can

help

TALENT SOLUTIONS

We first assess two important elements of your employer brand: Reach and Engagement

Talent Brand Reach

Talent

Talent that’s familiar with you as an employer

Talent Brand Engagement

Talent that is interested in you as an employer

30,000members

5,400 members Researching company and career pages

Following your company

Viewing jobs and applying

Viewing employee profiles

Connecting with your employees

TALENT SOLUTIONS

Talent

Talent Brand Index can measure your employer brand What percent of people who know about you show an interest?

Talent Brand Index=

Talent Brand Engagement

Talent Brand Reach

xyzCo's

18%30,000

members

5,400 members

Talent Brand Reach

Talent Brand Engagement

TALENT SOLUTIONS

Gain actionable insightsandbenchmark

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TALENT SOLUTIONS

Resources

For employer branding best practices from industry leaders, go to: talent.linkedin.com/employer-brand

For a new way to measure your talent brand, see talent.linkedin.com/talentbrandindex

To stay up to date on the latest research and insights from LinkedIn, follow @hireonlinkedin on Twitter and subscribe to our blog: talent.linkedin.com/blog

For more information on your own Talent Brand Index and LinkedIn Solutions, please contact your Relationship Manager, Eden Shaffer.

TALENT SOLUTIONS©2012 LinkedIn Corporation. All Rights Reserved. 32

TALENT SOLUTIONS

Methodology

All respondents: work in a corporate HR/recruiting setting represent an even mix of small, midsize and large enterprises have at least some budget authority focus solely or primarily on recruitment

Surveyed 3,028 recruiting professionals globally with a LinkedIn profile

UNITED STATES 755 CANADA 299 BRAZIL 226 SPAIN 100 UK 334 ITALY 99 GERMANY 97 NETHERLANDS 226 NORDICS 113 INDIA 255 AUSTRALIA 280

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Respondents by country: