Build Engage Recruit - How to Build your Talent Brand

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

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Greg James

Enterprise Talent Solutions

LinkedIn

Vinesh Sanghrajka

Enterprise Talent Solutions

LinkedIn


The world is

changing fast…

Candidates

More Connectivity

More Choice

More Channels

1980’s 1990’s 2000’s 2010’s

Filing Cabinet

Recruitment

Offline Database

Job Channels

Social Media


Social media is here to stay, embracing its power is the key

57%

of the decision to ‘buy’ is now made before any

commercial contact with your business1

1 Source: Harvard Business Review, “The End of Solution Sales”, July 2012


Professionals use LinkedIn for

3 valuable reasons

Knowledge The definitive professional

publishing platform

Network We connect the world’s

professionals

Identity The professional

profile of record


are passive

80%

60% Are passive yet

open to

opportunity!!


The best companies approach talent acquisition with a

sales and marketing process

Social media keeps the conversation going 1

…because you need to nurture your audience

Sales is one-to-one, marketing is one-to-many 2


Creating ‘followers’ will

fuel your success

? ? ?

? ? ?

? ? ?

What good is a post on Facebook if you

have no friends? 95%

Followers are 95% more likely to respond to an InMail

79% of members are interested in job opportunities from companies they are following 79%

Members are 61% more likely to share information as a result of following your company 61%


ENGAGE

We recommend

3 simple steps

Your followers &

Your brand

Nurture your target

audiences

Do what you do

best

Build Engage Recruit

Your LinkedIn journey

RECRUIT ENGAGE BUILD

Accelerate follower growth

Reach out to potential clients & candidates and convert them into followers

BUILD

Targeted Campaigns

300% Follower base increase - Symphony Teleca

Ashfield Healthcare

Leverage your employees BUILD

Employee Profile

Ads

of page views are members looking at members 76%

Ashfield Healthcare



Improve your follower engagement with

relevant messaging ENGAGE

Page visitors see the content that is relevant to them

≤ 400%

increases in candidate conversions achievable with targeted content1

Career Pages

Images

JOBS

Videos

1 Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014

Keep your followers

up to date

Ensure you are always top of mind

Relevant content Encourages likes & shares

ENGAGE

Content Updates

Members are 61% more likely to share information as a result of following your company

61%

Accelerate your

engagement reach

uplift in click through rates for updates 25%

the usual content traffic 3x

Reach a wider audience with sponsored updates before you even have them as followers

ENGAGE

Sponsored Updates



Promote your jobs to the best

candidates RECRUIT

Relevant Job Posts

Only the most suitable candidates will see your jobs

Job posts are a great engagement tool

Job visibility can be increased with Sponsored Jobs

of members are interested in job opportunities from companies they are following 79%

RECRUIT

Share Jobs

Post jobs to your network:

Your consultants have networks on LinkedIn

Make sure that they are sharing relevant opportunities to these networks regularly

Line managers and teams

use the network

RECRUIT

Recruiter

Increased access to the network

Reach out using InMail

Workflow and Collaboration tools

95%

Followers are 95% more likely to respond to an InMail


Fo

llow

ers

Process

Build, engage and recruit for success

Relevant Jobs

Career Pages

Targeted Media

Employee Ads

Recruiter Content Updates

BUILD ENGAGE RECRUIT


Talent Branding

Lauren Fogarty

Media Solutions Consultant

LinkedIn

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 22

Agenda

Why Talent Branding matters

What is Talent Branding on LinkedIn

– Foundation

– Brand Acceleration

– Community Engagement

How to measure Talent Branding

Q. & A.

Why Talent Brand Matters

23


Engaging candidates at all touch points is a critical

piece of an effective Talent Brand strategy

Strategic Sourcing

and Pipelining

Metrics and

Analytics

Personalized

Job Targeting

Talent Brand

Development

View Targeted Jobs

Network with Employees

Research Company

Follow Company

Apply for Position

has a new job

24

ACME Systems

Maria Johnson

500+ Connections

2nd

Field Sales Executive

Maria Johnson


Increasing engagement improves

InMail response rates

Developing Talent Brand

can provide a 2x response rate on recruiter InMails

Highly Engaged Candidates No Prior Engagement

40% Response rate

20% Response rate

25


11%

34%

0%

10%

20%

30%

40%

Clients who invest in branding on LinkedIn can

more successfully hire passive and active candidates

Clients on LinkedIn

(Recruiter + some Jobs)

Clients who have invested in talent

brand on LinkedIn

(The LinkedIn Solution)

Percent of all hires impacted on LinkedIn

“LI hire” measured as employees changing their profile from another company to client company from December 2011- May 2013

These averages include companies in all regions and account sizes

26

Talent Brand: 3 Steps to Success

27


3 Steps to ‘Best in Class’ Branding:

28

Ste

p 1

• Foundation

• Capture existing traffic to your two key assets on LinkedIn: Careers Presence & Employees Profiles

Ste

p 2

• Brand Acceleration

• Extended visibility of brand via consistent targeted campaigns i.e. female engineers and then generate pipeline

Ste

p 3

• Community Engagement

• Skill specific discussion platform to create ongoing dialogue and build readily available talent pools

Step 1: Foundation

29


You can engage members every time they

network with your employees

80K+

professionals visit your employees’

profile pages every month

30

Your ideal passive candidate

Maria Johnson

500+ Connections

2nd


As seen by:

Maria

Johnson

Diageo Picture Yourself at


When members research your company,

engage them with branding and personalized jobs

Promoting on employee profiles

can increase Career Page

visitors by up to 66%

31


Maria Johnson

500+ Connections

2nd


As seen by:

Careers at

Diageo

Diageo



Senior Field Sales Executive



Join the team that is transforming the future.

Get the inside scoop on our job opportunities, culture and people.

Diageo People at

Diageo Jobs at


Provide highly targeted branding messages

to the talent researching your career opportunities

Audience: General Professional Audience:

Use strong imagery, convey a clear message about your company, and feature

engaging, relevant content

Sales Professionals

Diageo

Diageo



Sr. Field Sales Executive




Diageo

Diageo

32

Diageo Jobs at


Step 2: Brand Acceleration

33


How Brand Acceleration works

Target Audience: Sales, Supply, Marketing, Finance & HR

Step 1:

Raise Awareness

Step 2:

Generate Pipeline

Engaged Talent Pools

Followers Pipeline Applicants


Raise Awareness among highly targeted audiences

using Targeted Ads

Picture yourself with a career in

Reach your ideal

audience wherever

they go on LinkedIn

35

Maria

Johnson

Diageo Picture Yourself at


Maria Johnson

500+ Connections

2nd


As seen by:

Sales Executive


“ I’m Interested” Button

Once clicked, user’s info

goes directly to your team

High open &

response rates

Build a pipeline of

warm leads, as

messages are

Integrated with

recruiter tool

Automate Pipeline creation based with Targeted

InMail Campaigns


Objectives

Solution

• Partner with LinkedIn to launch Brand Accelerator approach and build pipeline

Insights, recruitment advertising, Talent Directs, Linkedin career page, recruiter

Generate a pipeline of warm candidates by targeting relevant professionals with a

Talent Direct campaign enabling InMails to be sent at scale to a precise audience with

a strong call to action

• Change perception in the market that Dell is just a hardware organisation

• Raise awareness of the software engineering roles and compete with more recognised Peers

• Target LinkedIn members that fit their specific criteria such as professional background, skillsets,

companies previously worked at and seniority

Results

• 600 quality applications generated

• Perception change for Dell as employer of choice for Software engineers.

Why LinkedIn? Active and engaged audience of relevant professionals

Expert knowledge of targeting members who meet specific criteria

Ability to connect the brand and opportunities with aspirational, goal minded professionals

Brand Accelerator Case Study Dell created pipeline of target candidates & amplified their talent brand for Software

Engineers

Step 3: Community Engagement

38


Careers at

Diageo

Diageo

Diageo






Jobs at

Join the team that is transforming the future.

Get the inside scoop on our job opportunities, culture and people.

Follow


Maria Johnson

500+ Connections

2nd


As seen by:

Invite members to Follow your

company and stay engaged over time

39

Expedia, Inc. People at


Engage your Followers directly on their

homepages through Company Status Updates

40


Maria Johnson

500+ Connections

2nd


As seen by:


347M+ (+2 every sec)

Sponsored Updates

reach the entire LinkedIn network

LinkedIn Member Population

Company Updates only

reach your pool of followers

With Sponsored Updates you can build the same

kind of relationships with talent outside your followers


Build relationships with candidates on desktop, tablet and mobile

41% of LinkedIn’s

traffic is on a mobile

device

Engagement rates

can be up to 5x

higher on mobile


Drive quality engagement with the

candidates you need

43

Build communities

of top talent

Generate 2-way

dialog with target

candidates


Marriott nurtures 2 way dialogue with

hospitality professionals

LinkedIn Confidential

©2014 All Rights

Reserved

Challenge: • Marriott needed to attract

experienced hospitality workers for new hotels launching in Eastern Europe

Solution: • Used Sponsored Updates to

target hospitality industry professionals in key areas and raise awareness about growth in those regions.

Result: • Established genuine 2-way

dialogue with target talent • Engagement rate was 3X

Sponsored Update average • Gained high volume of new

followers in key regions • Boost in quality of applicants

for hard to fill jobs • High rate of content

amplification/ earned media

How to Measure Talent Brand

45


We first assess two important elements of your talent

brand: Reach and Engagement

Talent

3,007,191 members

members

942,453

Talent Brand Reach

Talent that’s familiar with you as an employer

Talent Brand Engagement

Talent that is interested in you as an employer

Viewing employee profiles

Connecting with your employees

Researching company and career pages

Following your company

Viewing jobs and applying

46


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

Talent Brand

Index =


Talent Brand Reach

Talent Brand Reach


Talent

3,007,191 members

members

942,453

31%

47


We can compare your Talent Brand Index vs peers

Employer of

choice Weaker talent

brand

Peers:

10 3 of

48

• Client A

• Client B

• Client C

• Client D

• Client E

• Client F

• Client G

• Client H

• Client I


We can see how many members have engaged with

your company vs your peers

Peers:

49

• Client A

• Client B

• Client C

• Client D

• Client E

• Client F

• Client G

• Client H

• Client I


Your Talent Brand Index varies across the functions

you are looking to hire… Ta

len

t B

ran

d In

de

x

Talent easiest

to engage Talent hardest

to engage

50


…and across the geographies where you have a

presence

Talent easiest

to engage Talent hardest

to engage

Ta

len

t B

ran

d In

de

x

51


LinkedIn can help you build your talent brand and

accelerate your ability to attract top talent

We can track how your Talent Brand Index

progresses over time

52


Talent Drivers is the largest professional survey run

338,000+ 373,000+ 278,000+

Q3 2014 Q3 2013 Q1 2014

• Representative sample of LinkedIn members

• ~300k members each wave

• New wave every 6 months

53


Talent Drivers is global – in all regions

54


Talent Drivers data helps clients craft their EVP

We ask LinkedIn members:

What attributes

are important

when considering

a job?

How do

companies*

perform on

offering those key

attributes?

*Members rate up to 10 companies they are aware of as a place to work – but

they do not rate their current company

55


Global All

What candidates care about when considering a new job

All

Region: Industry:

Question asked: Please select the 5 most important factors when considering a job opportunity.

Function:

Top 5 Most

Important

% who say attribute is important

56

Source: LinkedIn Q3 2014 survey of 327,354 professionals


Top 5 Attributes

% who perceive your company as doing a very good job at…

How you rate on what is most important

Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.

Source: LinkedIn Q3 2013 survey of 2,290 professionals, Q1 2014 survey of 2,460 professionals and Q3 2014 survey of 2,657 professionals who rated your company


Comparison to Retail & Consumer Products industry peers

in offering top attributes

Top 5 Attributes Compared to Industry peers

CPG Client X


0 – 30th percentile

31st – 50th percentile



91st – 100th percentile Top Tier

Mid Tier

Bottom Tier

Compared to Industry peers:

Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers


Steps to improve perception

Keep emphasizing

these strengths!

Focus on critical

improvement areas

to change perceptions

Communicate Your Values

on LinkedIn

Company & Career Pages

Job Postings

Talent Direct Campaigns

Employee Branding

Targeted Status Updates

Sponsored Updates

59


We can track how engagement with your brand has

evolved over time

60


Talent that is interested in you as an employer

Talent Brand Engagement over time


Attributes Compared to Industry peers

CPG Client X


0 – 30th percentile




91st – 100th percentile Top Tier

Mid Tier

Bottom Tier

Compared to Industry peers:

Comparison to Retail & Consumer Products industry peers

in offering all 15 attributes

Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers

Q. & A.

62

Technology

Build Engage Recruit - How to Build your Talent Brand