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Employer Brand Playbook Webinar

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How are you influencing the conversation around what talent thinks, feels and shares about what it’s like to be a part of your organisation? For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover.* *LinkedIn Research 2011

Text of Employer Brand Playbook Webinar

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Why were here83%Agree that employer brand has significant impact on ability to hire great talenttalent.linkedin.com

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Social recruiting is enabling organisations*talent.linkedin.com

Why talent brand?talent.linkedin.comA more talent-centric way of thinking about your employer brand

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

Why you should invest in your talent brand 3 reasons to invest in your talent brandLower cost per hire by up to 50%.Reduce employee turnover by up to 28%.Influence the conversation with candidates. talent.linkedin.com

5 steps to a highly social talent brandSTEP 1Get buy-inSTEP 2Listen and learnSTEP 3Craft your approachSTEP 4Promote and engageSTEP 5Measure and adjustPOLL: which of these five steps is most challenging for your organisation today?talent.linkedin.com

Step 1: Get buy-intalent.linkedin.comStart at the top Share compelling data Bring partners to the tableSTEP 1Get buy-inSTEP 2Listen and learnSTEP 3Craft your approachSTEP 4Promote and engageSTEP 5Measure and adjust

How to get executives to champion your talent brandStart at the top

Your CEO and their team must get behind your talent brand, and commit to helping promote it.Arm yourself with data

Universal facts Stress the business impact of your talent brand.LinkedIn insights Data on your companys social presence Number of employees with profiles, Aggregate number of connections, etc.Recruiting metrics Who youre losing talent to and where youre struggling to hire.Bring partners to the table

Examples: HR, Communications, Marketing, IT. Create a cross-functional talent brand task force. talent.linkedin.com

Buy-in often starts with small winsI probably delivered the same deck 40 times, sometimes to the same audience. You will feel like a broken record but it doesnt sound like that on the other end.

Kara Yarnot SAICSAIC turns to data to ease concernsChallenge: Leadership feared that competitors might poach employees more easily if they joined LinkedIn.

Approach: Presented the unchanged pre- and post-attrition rates to leadership.

Result: Leadership bought in to the network, built their own profiles, and even became active themselves.talent.linkedin.com

Step 2: Listen and learntalent.linkedin.comStart at the top Share compelling data Bring partners to the tableAudit existing materials Do your research: who, what, when, where & howSTEP 1Get buy-inSTEP 2Listen and learnSTEP 3Craft your approachSTEP 4Promote and engageSTEP 5Measure and adjust

Look before you listenAudit checklist

Employee exit interviewsCandidate feedbackEmployee LinkedIn profilesActivity on other social media platforms (e.g., Twitter, Facebook, YouTube, Flickr)Other online discuss forums (e.g., blogs, LinkedIn Groups, rating sites like Glassdoor)PublicCorporate websiteGraduate recruitment materialsRecruitment advertisingLive event materialsCompany and Career Pages on LinkedInOfficial presence on other social platforms

PrivateDirect communications with candidates and alumniCompany intranetTraining and development materialsPerformance management processOfficialUnofficialPerform an audit from the shoes of both candidates and employees:talent.linkedin.com

Decide who, what, when, where & howWhoThink internal and externalInclude real-world views (e.g., candidates who declined offer)talent.linkedin.com

Sample questionstalent.linkedin.comWhat are the most important values you look for in a job? Where does XYZCo do a very good job of delivering on these values? Which important values do you feel XYZCo does not deliver on? What originally attracted you to join XYZCo? To what extent have your expectations been fulfilled? Where have they been exceeded? Where have they not been met? If you wanted to convince a friend to work at XYZCo, what story would you tell them? How likely would you be to recommend XYZCo as an employer?What are the most important values you look for in a job? Based on your knowledge of the company, where does XYZCo do a very good job of delivering on these values? Based on your knowledge of the company, which important values do you feel XYZCo does not deliver on?

When you think about companies that hire people with your skillset, which companies come to mind? How familiar are you with XYZCo as a place to work? How likely would you be to consider a job at XYZCo? What is your overall impression of XYZCo as a place to work?

Current employeesPassive candidates

Decide who, what, when, where & howWhoThink internal and externalInclude real-world views (e.g., candidates who declined offer)talent.linkedin.com

Listening can make all the differenceStrategic annual survey useChallenge: Keeping employees engaged in a connected world.

Approach: Through an 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% (they fill 75K positions/yr) Ranked #1 in Europe and #2 in the US in Vaults 2013 Best Places to Work for Internal Mobility rankings.talent.linkedin.comEllie ShephardGlobal Recruiting Program Manager, Vice President

Step 3: Craft your approachtalent.linkedin.comBe real Be personal Be brave Be consistent Set your goalsStart at the top Share compelling data Bring partners to the tableAudit existing materials Do your research: who, what, when, where & howSTEP 1Get buy-inSTEP 2Listen and learnSTEP 3Craft your approachSTEP 4Promote and engageSTEP 5Measure and adjust

How to deliver an authentic talent brandREAL

CONSISTENT

PERSONAL

BRAVEtalent.linkedin.comDanielle Bond, CMO

talent.linkedin.comAuthenticity is everything

Begin with the end in mindSample goals for your talent brand programIncrease offer acceptance rate by X%Reduce attrition by X%Improve employee survey ratings by X%Increase baseline familiarity with your talent brand in external surveys by X%Double the number of employees with an optimised social presenceIncrease Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regionstalent.linkedin.com

Step 4: Promote and engageUpgrade profiles yours & teams Spruce up your Company Page Use targeted status updates Launch your Career Page talent.linkedin.comBe real Be personal Be brave Be consistent Set your goalsStart at the top Share compelling data Bring partners to the tableAudit existing materials Do your research: who, what, when, where & howSTEP 1Get buy-inSTEP 2Listen and learnSTEP 3Craft your approachSTEP 4Promote and engageSTEP 5Measure and adjust

8 golden rules for promoting (and protecting) your talent brandLook in the mirror.Make sure that what you do (and dont do) is what youd like employees to emulate.Empower your employees.Lay out the goals and show them a clear, easy path to action.Inform your leadership.Use data to gain support, ease concerns, and help explain your choice of platforms.Target your messages.The more relevant your message is to a particular audience, the greater its impact will be.Make your culture shine.Its never just about jobs. Focus on your people their stories and emotions.Go viral.For amplified results, find creative ways to get more people talking about your companys great culture.Be visual.Bold and colorful images, graphics, charts, and videos can bring your brand to life.Dont bite off more than you can chew.Show that your efforts are scalable and sustainable on one platform before moving on to another.talent.linkedin.com

Engaging, friendly pictureWho wouldnt want towork with David?Linksto branded destinationsEngaging summaryDescriptive and personalHeadlinethat is clear or descriptiveOther features we like:Volunteer experiencesJust enough on prior positions to build credibilityIt all starts with your peopleCore SkillsEndorsed by your network

Spruce up your Company Page5 tips to jumpstart your Company Pagetalent.linkedin.com

01Talk to your marketing team and coordinate your approach.02Add an image that welcomes visitors to your page and showcases your brand.03Post status updates to start a conversation with your target audiences.04Add products/services and solicit recommendations so people can learn about what you have to offer.05Feature relevant groups to attract a broader audience and extend your reach.

Use Targeted Status Updatestalent.linkedin.com

Create a central hub via Career PagesThink visually.Use bold images to give a real-world glimpse into your organization.Think digitally.Whatever you say, keep it brief. online, where attention spans are shorter.Think video.Youll be able to engage candidates more deeply if they hear real people tell their own stories,.Think customized.Adapt your content to viewers based on their LinkedIn profiles. Target based on job function, industry, geography, etc.

Promoting your talent brand beyond LinkedIntalent.linkedin.com

TwitterFacebookYouTubeSlideSharePinterest

Assess key indicators

Use Talent Brand Index to prioritizeStep 5: Measure and adjusttalent.linkedin.comUpgrade profiles yours & teams Spruce up your Company Page Use targeted status updates Launch your Career Page Leverage ads on employee profiles Create brand ambassadorsBe real Be personal Be brave Be consistent

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