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I delivered this presentation to leaders in HR and communications at a Conference Board workshop on how social media is transforming HR and the workplace. The focus is on how companies of all sizes can develop a strong employer brand (or 'talent brand') and promote/amplify it most effectively via social channels. Virtually everything discussed here is free - the only investment is time!
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How to Drive a Highly Compelling Talent Brand Through Social Media Leela Srinivasan | Director of Marketing | LinkedIn Talent Solutions
The Conference Board | January 2014
It’s official: we’re obsessed with talent brand
84% Agree that talent brand
has significant impact
on ability to
hire great talent
talent.linkedin.com
70%
Prioritization of talent brand
(by company size)
Agree talent brand is a
top priority for their
organization
69%
65%
70%
75%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
Source: LinkedIn 2013 Global Recruiting Trends survey
3 clear reasons to invest
Lower cost per hire by up
to 50%.
Reduce employee
turnover by up to 28%.
Influence the conversation
with candidates.
94% of companies
increased or
maintained their talent
brand investment in
2013.
Source: LinkedIn 2011 research on value of employer brand;
2013 Global Recruiting Trends survey talent.linkedin.com
Talent Brand: employer brand on
social steroids
Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates what
your talent – past, present
and potential - thinks, feels
and shares about your
company as a place to work.
talent.linkedin.com
The rise of social platforms for talent brand
2012 2013
Company website 85% 79% -6%
Friends/family, word of mouth 63% 61% -2%
Online professional networks (e.g. LinkedIn) 47% 54% +7%
Social media (e.g. Facebook, Twitter) 43% 45% +2%
Public recognition/awards (e.g. 'Best Places to Work') 27% 30% +3%
Traditional Job Boards 35% 26% -9%
Public relations efforts 23% 25%
YouTube videos 13% 12%
Glassdoor 10% 11%
Print ads 11% 9%
Increase (+)
Decrease (-) Top 10 Channels to Communicate Your Talent Brand
talent.linkedin.com Source: LinkedIn 2013 Global Recruiting Trends survey, US only
Social or not, the same
principles still apply
5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
“In God we trust.
All others bring data.”
- William Edwards Deming
Examples:
- Industry facts and figures
- Social footprint vs peers
- Talent flows – where are you winning and losing?
Buy-in often starts with small wins
“I probably delivered the same deck 40 times, sometimes to the same audience. You will feel like a broken record but it doesn’t sound like that on the other end.”
Kara Yarnot SAIC
SAIC turns to data to
ease concerns
Challenge: fear of poaching.
Approach: Presented the unchanged
pre- and post-attrition rates to
leadership.
Result: Leadership bought in it, built
their own profiles, and even became
active themselves.
talent.linkedin.com
5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
When listening, avoid death by survey
talent.linkedin.com
Listening makes all the difference
Strategic annual survey use
Challenge: Keeping employees engaged in a
connected world.
Approach: Via annual survey, JPMorgan asked
what employees need/ want in order to stay. Top
answers: mobility and development opportunities.
Result: Launched extensive internal mobility
program.
• In 10 months, internal hire rate rose by 5%
• Ranked #1 in Europe and #2 in the US in
Vault’s 2013 Best Places to Work for Internal
Mobility rankings.
Ellie
Shephard Global Recruiting
Program Manager,
Vice President
talent.linkedin.com
5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
• Be real
• Be personal
• Be consistent
• Set goals
Authenticity is everything
talent.linkedin.com
Promise what you can deliver
Promise what you can deliver
Challenge: Talking about work-life
balance at a professional services firm.
Approach: Shifted focus from work-life
balance to “flexibility” - just as valuable,
much more realistic.
Result: Believable talent brand, internally
and externally. Danielle Bond, CMO
talent.linkedin.com
5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
• Be real
• Be personal
• Be consistent
• Set goals
• Polish at
individual &
company level
• Lead by
example;
leverage team
• Go multi-
touchpoint
and targeted
19
Jason Seiden, CEO, Ajax Workforce Marketing
P.O.P. Profile Optimization Project
Before
talent.linkedin.com
New professional
photo
Summary section
with rich media
New headline
Increased reach
After
Built out work history
with rich media
Added Volunteers &
Causes Section
Added more
skills
Rich media in
Education section
Spruce up your company presence
(on LinkedIn and elsewhere)
Don’t over-target!
Profile data is rich (but
also user-generated)
Use Targeted Status Updates
71% of company followers on
LinkedIn are interested
in career opportunities
talent.linkedin.com
As with other social platforms, incorporate
visuals to drive engagement
27
Images result in a 98% higher comment rate
YouTube video links drive a 75% higher share rate
talent.linkedin.com
How to be the world’s most interesting
company on LinkedIn
28
• Be concise and snappy
• Include a clear CTA
• Consider thoughtful questions
• Develop an ed cal; mix it up
talent.linkedin.com
PULSE (LINKEDIN TODAY)
PRODUCT LAUNCHES
INDIVIDUAL BLOG
GOOGLE ALERTS
INDUSTRY
PUBLICATIONS
THOUGHT LEADERS
PHOTO
INTERNAL COMMUNICATIONS
HIRING TEAM
POP CULTURE
YOUTUBE
HUMOR
TEXT THE IDEAL
@leelasrin talent.linkedin.com
We all need a little humor. Even in a professional
context.
30 @leelasrin talent.linkedin.com
HR and marketing must lead the way
talent.linkedin.com
Help your team shine on social platforms
Path 1: train global employees at scale
• “SMaC University” (Social
Media and Communication)
• Global certification program
with structured classes
• Strong exec support
• 5,000 trained since mid-2010
Path 2: take a brown bag approach
• Went low-budget, grassroots
route
• Got exec buy-in on brown bag
lunches for hiring managers
• Helped employees overcome
anxieties about what to say on
profiles
talent.linkedin.com
Unleash your best storytellers
Brett Wallace, Director of Sales
3 weeks on SlideShare, 113K+ views
Today: 260K+ views
talent.linkedin.com
Go multi-touchpoint, multi-channel
Twitter Facebook YouTube SlideShare Pinterest
talent.linkedin.com
5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
• Be real
• Be personal
• Be consistent
• Set goals
• Polish at
individual &
company level
• Lead by
example;
leverage team
• Go multi-
touchpoint
and targeted
• Leverage
social data
• Leverage
Talent Brand
Index
If you don’t measure it, you can’t manage it
only one out of three
talent.linkedin.com
Sample metrics
Key indicators of talent brand success
• Your offer acceptance rate goes up
• Employee retention increases
• Internal surveys confirm your employees are excited
In-house
• Traffic to your employee video stories goes up
• You double the number of employees with an optimized social presence
Online
• Your Talent Brand Index score rises versus your peers and in the
segments that you care most about
Talent Brand Index
talent.linkedin.com
What percent of people who know about you are interested in you as
a place to work?
Talent Brand
Engagement
Talent Brand
Reach
Talent
Brand
Index
How Talent Brand Index works
Talent Brand
Reach
1,873,354 members
Talent Brand Engagement
264,362 members
=
Benchmark your score, e.g. v.s key competitors
talent.linkedin.com
For further inspiration
www.slideshare.net/culturecode http://talent.linkedin.com/blog