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How Small Businesses Can Win Through Talent Branding
Rose Choi Talent Brand Consultant
Sarah Widdes Talent Brand Consultant
What we’ll coverWhat is a talent brandWhy is it importantHow to implement a talent brand strategyImpact of a talent brand strategy
Our world is more connected than ever been before
Everyday Usage…
100 billion emails 23 billion text messages
1.8 billion photos uploaded
1.6 billion Facebook logins 57% LinkedIn users on
mobile 500 million tweets
With unemployment below 5%, people are more and more selective of their next employer
Source: http://www.macrotrends.net/1316/us-national-unemployment-rate
People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment.
60% of the decision-making process is made prior to any direct interaction with a sales person.
People don’t treat career decisions any differently
Job switchers are engaging in multiple touch points to inform their decisions
LauraTarget Candidate
Candidates have options and access to information is at their fingertips.
What will candidates learn about your company? What do you want them to know?
are passive and not looking to move…
70%
60%of them are open
to opportunity
Talent brandingis imperative
to successfully recruit passive candidates
However,
Talent Brand n.
the highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work
a significant asset for both hiring/retaining great talent and promoting your corporate image to the market
Talent Branding = Marketing
Goal Sales Hires
Audience
Messaging
Call to Action
Decision-making Journey
Prospects and customers
Consumer Value Proposition
Purchase our products or services
Awareness Interest Intent Purchase
Candidates and employees
Employer Value Proposition
Come work with us
Awareness Interest Application Hire
Marketing Talent Branding
Now, more than ever before, recruitment is marketing.
Start the conversationProactively bring those hard-to-reach candidates into your funnel
Build relationshipsWin them over with content that matters to them in a voice they can relate to
ConvertFrom followers to candidates through outreach for the right opportunities
EvangelizeGive your employees a voice
Aware
Engaged
Considering
Hire
Target Members
Brand AmbassadorsDone well, Talent Brand can accelerate the
hiring funnel by 2x or more
Talent acquisition leaders say employer brand significantly impacts their ability to hire great talent
83%Average reduction in cost per hire
50%Average reduction in turnover
28%Talent professionals who say talent brand is a top priority in 2015
56%
The case for talent brand
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
14
“Which channels or tools have you found to be most effective in promoting your talent
brand?”
Social media (e.g., Facebook, Twitter)
Friends/family, word of mouth
Online professional networks (e.g.,
LinkedIn)
50%
52%
63%
45%
47%
60%
Large companies Small businesses
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
people
employer brand
culture
perks
leadershipalumni
network
current employees
candidate experience
reputation
perception
transparency
authenticity
Employee Value Proposition Company Culture
People Candidate Experience
Your Talent Brand
I’m a small company. Do I have a talent brand?
Of course you do.
Where do I start?
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
Step 1: Get Buy-In
Get your leaders on board, arm yourself with data, and bring partners to the table
You’ll spend less on hiring. Lower your cost per hire by as much as 50%.
You’ll boost retention. Reduce employee turnover by up to 28%.
You’ll influence the conversation with candidates. If you don’t, others will.
Engage your leaders
High reach and engagement
8K+VIEWS
1,151LIKES
58COMMENTS
Step 2: Listen and Learn
Leverage your current employees and listen to them
Who are your brand ambassadors?
What do they like about working at your company?
What is most important to them?
Educate your brand ambassadors
Step 3: Craft Your Approach
Be real. What you say about your company must
be true or your employees and the marketplace will see through it
Be personal. Use the employee stories you gathered as these can be more easily remembered and
inspiring
Be brave. Don’t be afraid to admit areas of
opportunity and voice some of the bigger initiatives you’re working toward
Be consistent. Partner with your marketing team to
ensure your messaging is aligned with your company’s overall brand
Decide what channels you want to leverage for your messaging
Define what success looks like and set measurable goals
Additional sample goals• Increase offer acceptance rate by X%
• Double the number of employees with an optimized social media presence
• Gain X number of followers on LinkedIn by end of quarter
• Increase number of job applications by X%
LinkedIn’s Talent Brand Index (TBI) measures how well you’re reaching and engaging professionals with your talent brand.
What’s your TBI score?
450M+ LinkedIn members
Talent Brand Engagement those who have proactively shown an interest • Researching your
company and career pages
• Following your company• Viewing jobs and
applying
• Viewing employee profiles
• Connecting with your employees
Talent Brand Reachthose who are familiar with you as an employer
51,277366,263 = 14.0%
Talent brand index
Step 4: Promote and Engage
8 golden rules for promoting(and protecting) your talent brand:
#1Look in the
mirror.
#2Empower your
employees.
#3Inform your leadership.
#4Target your messages.
#5Make your
culture shine.
#6Go viral.
#7Be visual.
#8Don’t bite off
more than you can chew.
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How to promote and engage on Upgrade your profile Help your team update their profiles Brand through LinkedIn job postings Spruce up your Company Page with content Launch your Career Page Leverage ad space on your employee profiles Reach key talent pools with targeted status
updates Convert your team into talent brand ambassadors
Step 5: Measure and Adjust
Track your performance and optimize where it makes sense
In-houseOffer acceptance rateEmployee retention
Internal surveys
Talent Brand IndexHow is the potential pool of talent
engaging with your company?
OnlineWebsite traffic
Job applicationsSocial media growth
Let’s reviewStep 1: Get Buy-InStep 2: Listen and LearnStep 3: Craft Your ApproachStep 4: Promote and Engage Step 5: Measure and Adjust
Companies with a strong talent brand get a 31% higher InMail acceptance rate.
They also see a 43% decrease in cost per hire.
And, they tend to grow 20% faster (aka faster rate of hire).
And strong talent brand leads to 2.5x more job applicants.
Source: https://business.linkedin.com/talent-solutions/blog/2015/03/the-roi-of-talent-brand
What impact will this have on our talent acquisition efforts?
Be ahead of the trend, not behind the times
Additional resources:
Recruiting for Small Businesses: Ultimate LinkedIn Guide
Small Business Global Recruiting Trends
Ultimate Hiring Toolbox for Small Businesses
2015 Talent Trends for Small Businesses in North America
Employer Brand Playbook
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.