The Importance Of Building a Strong Talent Brand, Munish Sudan

The Transformational Power of Employer Brand

©2013 LinkedIn Corporation. All Rights Reserved.

It's about YOUAbout identityAbout how it makes you feelAbout emotional attachment

What would it mean?

The beauty of employer brand isyou don’t need everybody to knowyour name. Only the right people.

The BIG Takeaways

Employer brand is vital to improving recruiting outcomes

Every company, regardless of industry, location, andsize can harness the power of a strong employer brand

Social Media is leveling the playing field like neverbefore, enabling organizations to articulate their brandevery day, in many ways

The Business Case

The ROI Story

Source: LinkedIn Survey, 2010, 2250 Responses.

50%Savings in cost per hireis associated with a strongemployer brand

Companies with stronger employer brand have28% lower turn-over rates than companies

with weaker employer brands

$

Talent Leaders Know that Brand Matters83%Agree that employer brandhas significant impact onability to hire great talent

Employer Brand Investment is Rising51% 40% 9%SpentMore

SpentSame

SpentLess

91% of companies spent more or the sameon employer brand in 2012 compared to 2011

1 Competition 1 Invest in their employer brand 1 Utilizing social and professionalnetworks

2 Compensation 2 Build and nurture strong talentpools or pipelines 2 Upgrading employer branding

3 Lack of awareness or interest inour employer brand 3 Learn to use social networking

and social media more effectively 3 Finding better ways to sourcepassive candidates

4 Location 4 Improve their candidate experience 4 Boosting referral programs

5 Recruiting team too small 5 Improve their referral program 5 Training recruiters and hiringmanagers

6 Recruiting team doesn't havethe right tools/systems 6 Further invest in their existing

recruiting tools 6 Recruiting globally

7 Lack of awareness that we'rehiring 7 Invest in new recruiting tools 7 Optimizing your career site

8 Inability to effectively use datato improve our approach 8 Hire recruiters to strengthen

their team 8 Measuring quality of hiremore consistently

9 Quality of talent currently atour company 9 Negotiate better pricing with

vendors 9 Reducing spend on staffing firms

10 Company performance 10 Improve ways to track qualityof hire 10 Using CRM technology to

manage talent leads

Top obstacles toattracting the best talent

Biggest concern is thatcompetitors will…

Top long-lastingtrends

Whatever the Question, the Answer is EmployerBrand

Evolving Language: The Emergence of Talent Brand

Your talent brand is thehighly social, totally publicversion of your employerbrand that incorporates whatyour talent – past, presentand potential - thinks, feelsand shares about yourcompany as a place to work.

The Power of BrandsWhat HR and talent acquisition leaders can learn fromthe world’s best marketers.


We’re going to talk about…

1

2

3

4

5

6

The Power of Brands

How Marketers Think About Branding

Your Talent Brand

Every Organization

Going to Market

Measurement

Identity

A Quality Promise

A Decision Making Short-Cut

Brand is

What does it mean to workfor your organization?

1 Series 3 Series 5 Series 7 Series

20’s Professionals

Recent graduate

Single

No children

Social / nightlife focus


Upwardly mobile

Single or married

Likely no children

Active lifestyle


Established career

Married

Growing children

Family-centric lifestyle


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?


Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?


Education?

Experience?

Motivation?

Values?

Work Style?

Career ambition?


…Shaking up Talent Teams to shift from good tofirst class

©2013 LinkedIn Corporation. All Rights Reserved. 25

Going to MarketProjecting your talent brand into the talent marketplace.


BE AUTHENTIC

Projecting Your Talent Brand into the Talent MarketplaceSocial Media

Projecting Your Talent Brand into the Talent MarketplaceOn LinkedIn

Why LinkedInProjecting your talent brand into the talent marketplace


238,000,000

Members Worldwide


How would you classify your current job search status?

Semi Active10%

Very Active8%

Passive60%

Super Passive22%

Engaging the BEST talent, not just active jobseekers

“ Not at all, assuming thatthe inquiry is relevant to

my experience. This should beviewed as a benefit of

LinkedIn, not a detriment.” VP, Fortune 500 company

“ Not at all, assuming thatthe inquiry is relevant to

my experience. This should beviewed as a benefit of

LinkedIn, not a detriment.” VP, Fortune 500 company

Passive Candidates Want to Hear from You

Source: LinkedIn Poll, January 2011, 13918 responses

“Do you mind being contacted by a recruiter on LinkedIn?”

Active candidates

• Will apply to ATS• Listen to opportunities• Respond quickly• Seek information

Passive candidates

• Do not have a current resume• May listen to opportunities• Do not respond to “apply now”• Higher bar to respond

But… a whole different approach is needed

The important thing is to understand the memberjourney, leverage it….


How?



BrandingBranding

DynamicJobs

DynamicJobs

ProactiveSourcingProactiveSourcing

Campaign

Followers

Your Company on LinkedIn - Overview

Your followers


Your Company on LinkedIn - Careers

Every Employee is an Ambassador

Jim YoungAccount Executive, xyzCoSan Francisco Bay Area | Software

Addison AugustoSr. Account ExecutivexyzCo– San Francisco, CA

Current xyzCo, Account Excecutive

Previous Acme System, Associate Account Executive

Education San Jose University

Your Career Opportunities on LinkedIn

JOBS YOU MAY BE INTERESTED IN

Feedback I See more »

Account ExecutivexyzCo – San Francisco, CA

x

Sr. Account ExecutiveAmazon.com – San Francisco, CA

x

Sales ManagerNetApp – San Jose, CA

x

Your Career Opportunities on LinkedIn

JOBS YOU MAY BE INTERESTED IN

Feedback I See more »

Account ExecutivexyzCo– San Francisco, CA

x

Sr. Account ExecutiveAmazon.com – San Francisco, CA

x

Sales ManagerNetApp – San Jose, CA

x

Addison AugustoAccount Executive, ACME systemsSan Francisco Bay Area | Software


Campaigns

What can this look like?


49

Only 1 out of 3

How do you measure success?

Companies measure their employerbrand in a quantifiable way

Talent Brand Index



238 M+LinkedIn Members

XTalent Brand Reach

XTalent Brand Engagement

=

X%Talent Brand Index

Your Talent Brand vs. Your Talent Competitors

Peers:

Dynamic, Inc.

Golden Phase

six28 Enterprise

Wavesynthe

Commona

Paularino Systems

Employer of choice Weaker employer brand

4/6

Measure. Engage. Improve. Repeat.


Back to the BIG Takeaways

Talent brand is vital to improving recruiting outcomes

Every company, regardless of industry, location, andsize can harness the power of a strong talent brand

Social Media is leveling the playing field like neverbefore, enabling organizations to articulate their brandevery day, in many ways



Thank You

Contact Munish: E: [email protected] or M: +971-55-2000-619

[email protected] or +971-55-2000-619