Secrets of InDemand Employers:How to Build a Top Talent Brand

©2013 LinkedIn Corporation. All Rights Reserved.

Simon Sinek

The Golden Circle What

How

Why

The Golden Circle What

How

Why

Why

83%Of talent leaders say that their talent brand has a significant impact

on their ability to hire great talent

LinkedIn Talent Solutions , The State of Employer Branding, http://lnkd.in/stateofeb (October 2012), 8, 13.

Why

Savings in cost per hire is associated with astrong talent brand

$ 50%

Source: LinkedIn Survey, 2010, 2250 Responses.

Why

Companies with strong talent brands have

28% lower turnover ratesvs. companies with weak talent brands

Source: LinkedIn Survey, 2010, 2250 Responses.

Why

That’s why

Are we good?

How

Why

Build

Project

Measure

Learn from consumer brands

Learn from companies that really get it

Empower brand ambassadors

Engagement

What can we learn from

Consumer Marketers?

THE BEST

Identity

A Quality Promise

A Decision Making Short-Cut

Brand is Talent

Brand is alsoa Powerful Motivator

Cola Market Share

Other

What does it mean to work for your organization?

Relevant– To the target audience

Consistent– Must build trust

Credible– Must deliver on its promises

Inspirational– A strong brand will connect

on an emotional level

Unique– Set apart from its competitors

Consumer Brand Attributes

Relevant– To the target audience

Consistent– Must build trust

Credible– Must deliver on its promises

Inspirational– A strong brand will connect

on an emotional level

Unique– Set apart from its competitors

Talent Brand Attributes

1 Series 3 Series 5 Series 7 Series

20’s Professionals

Recent graduate

Single

No children

Social / nightlife focus

30’s Professionals

Upwardly mobile

Single or married

Likely no children

Active lifestyle

40’s Professionals

Established career

Married

Growing children

Family-centric lifestyle

50’s Professionals

Executive career

Married

Teen / grown children

Luxury lifestyle

BMW Segmentation

Jr. Engineer Sr. Engineer Sales Executive

Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?

Other considerations?

Talent Segmentation

Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?

Other considerations?

Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?

Other considerations?

Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?

Other considerations?

The most engaged employees are motivated by a sense of pride

They are proud to tell others where they work

They care deeply about the future of the organization

They are inspired by company leadership and by those they work with

©2013 LinkedIn Corporation. All Rights Reserved. 39

Mission Driven

clean energy crusade Save the world here

addressing the environmental issues of our time

you could be part of this clean energy crusade

passion

addressing the environmental issues of our time

collaborative, unpretentious, and driven to achieve our mission.

©2013 LinkedIn Corporation. All Rights Reserved. 42

Lifestyle Driven

stable year-round employment.

located in some of the most beautiful places in the world

©2013 LinkedIn Corporation. All Rights Reserved. 44

Sustainability

Giving Back to the Community

©2013 LinkedIn Corporation. All Rights Reserved.

What is your talent brand?

©2013 LinkedIn Corporation. All Rights Reserved.

Going to MarketProjecting your talent brand into the talent marketplace

Projecting Your Talent Brand into the Talent MarketplaceLiving it Everyday with Your Employees

Projecting Your Talent Brand into the Talent MarketplaceIn Your Community

Projecting Your Talent Brand into the Talent MarketplaceSocial Media

Projecting Your Talent Brand into the Talent MarketplaceOn LinkedIn

Members Worldwide

259,000,000+

EverywhereWork wherever our

members work

InsightsBe great at what

you do 

IdentityConnect, find, and

be found

©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

Me

Every employee an ambassador

58

Every profile view AN OPPORTUNITY

Lead by ExampleThe anatomy of a well-branded recruiting profile

Engaging, friendly picture Who wouldn‘t want to work with Stacy?

Linksto branded destinations

Killer summaryWritten in the first person, oozing with passion.

Descriptive headlineThat goes beyond the title

OTHER FEATURES WE LIKE

• Core skills, endorsed by her network

• Volunteer experiences• Just enough on prior

positions to build credibility

Roll it Out

©2013 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

Warming up passive talent

61

HighVery High

Extreme

Moderate

Low

62

How do you measure success?

63

Only 1 out of 3

How do you measure success?

Companies measure their talent brand in a quantifiable way

Talent Brand Index - Measure your Brand Strength

264,362 engaged

1,873,354 reached

264,362

1,873,354

14%

Your Talent Brand vs. Your Talent Competitors

Peers:

Dynamic, Inc.

Golden Phase

six28 Enterprise

Wavesynthe

Commona

Paularino Systems

18%

17%

15%14%

11%

9%

Employer of choice Weaker employer brand

4/6

Your Talent Brand Across Functions

23%

18% 18%

15%13%

12%

Talent easiest to engage Talent more difficult to engage

Engineering Operations Marketing Media & Communication

Sales HumanResources

19%

15%

13%12%

11% 11%

Talent easiest to engage Talent more difficult to engage

United States Canada Argentina India France United Kingdom

Your Talent Brand Across Geographies

Wrapping up…

Build

Project

Measure

Learn from consumer brands

Learn from companies that really get it

Empower brand ambassadors

Engagement

Watch this!

Watch this!

Find them here

linkedin.com/indemand

Read this!

Read this!

talent.linkedin.com/blog

Download this!

talent.linkedin.com/employerbrandbook

Visit this!

business.linkedin.com/talent-solutions

Follow this!

@HireOnLinkedIn

2014

Be here next year!