Click here to load reader

Employer brand playbook

  • View
    236

  • Download
    3

Embed Size (px)

DESCRIPTION

Great overview on the power of Employer Brand

Text of Employer brand playbook

  • 1. Why this topic is so important69% Agree employer brand is a top priority for their organization 83%< 500 Employees67%501-1,000 Employees 70%Agree that employerbrand has significantimpact on ability to1,000-10,000 Employees 67%hire great talent> 10,000 Employees78%Prioritization of employer brand(by company size)Source: The State of Employer Branding, 2012lnkd.in/stateofeb talent.linkedin.com

2. 3 reasons to invest in your talent brandLower cost per hire byup to 50%.Reduce employee 91% of companies increasedturnover by up to 28%. or maintained their talent brand spend in 2012.Influence the conversationwith candidates. If youdont, someone else will.Source: Whats the Value of your Employment Brand?lnkd.in/valueofEBtalent.linkedin.com 3. Employer brand ownershipWho owns employer brand?39%22% 15%14%10%TA sharesTA has primaryTA has noTA is aCompany doesntownershipownership ownershipcontributorthink about EB Most common departments that own employer brand outside of talent acquisition 1. Marketing 2. Corporate CommunicationsSource: The State of Employer Branding, 2012lnkd.in/stateofeb talent.linkedin.com 4. Five steps to a strong talent brandSTEP 1STEP 2 STEP 3 STEP 4 STEP 5Get buy-inListen and Craft your PromoteMeasurelearnapproach and engage and adjust Start at the top Share compellingdata Bring partners tothe tabletalent.linkedin.com 5. Step 1: get executive buy-inStart at the top Arm yourself with data Bring partners tothe table Get your CEO and Universal facts on theexec team to support business impact of your Examples: HR,and contribute to your talent brand.Communications,talent brand efforts LinkedIn insights on yourMarketing, IT. companys social presence, Create a cross- e.g. - functional talent brand Number of employees task force.with profiles. Aggregate number ofconnections, Recruiting metrics on where youre losing talent or struggling to hire. talent.linkedin.com 6. Persistence and small wins pay offSAIC turns to data toease concernsChallenge: Leadership feared that competitorsmight poach employees more easily if they joinedI probably delivered the sameLinkedIn. deck 40 times, sometimes to thesame audience. You will feel likeApproach: Presented the unchanged pre- anda broken record but it doesntpost-attrition rates to leadership. sound like that on the other end.Result: Leadership bought in to the network, builtKara YarnotSAICtheir own profiles, and even became activethemselves.talent.linkedin.com 7. Five steps to a strong talent brandSTEP 1STEP 2STEP 3 STEP 4 STEP 5Get buy-inListen andCraft your PromoteMeasurelearn approach and engage and adjust Start at the top Audit existingmaterials Share compellingdata Do your research:who, what, when,where & how Bring partners tothe table talent.linkedin.com 8. Step 2: Listen and learn Perform an audit from the shoes of candidates and employees Official & unofficial channelsWho WhatWhen Where & how Internal and external What attracts talent? Regular cadence Focus groups Include real-world What keeps them Change in strategy 1-on-1 interviewsviews (e.g.,there?or leadershipcandidates who Surveys What to improve? Decline in hiringdeclined offer) Suggestion boxesresults Where are the inconsistencies between what you say and what they think?How does the feedback vary by audience?What are the biggest issues you need to address? talent.linkedin.com 9. Listening can make all the differenceStrategic annual survey useChallenge: Keeping employees engagedin a connected world.Ellie Approach: Through annual survey,JPMorgan asked what employees need/Shephardwant in order to stay. Top answers:Global Recruitingmobility and development opportunities.Program Manager,Vice PresidentResult: Launched extensive internalmobility program. In 10 months, internal hire rate roseby 5% (they fill 75K positions/yr) Ranked #1 in Europe and #2 in theUS in Vaults 2013 Best Places toWork for Internal Mobility rankings.talent.linkedin.com 10. Five steps to a strong talent brandSTEP 1STEP 2STEP 3 STEP 4 STEP 5Get buy-inListen andCraft your PromoteMeasurelearn approach and engage and adjust Start at the top Audit existing Be realmaterials Share compelling Be personaldata Do your research:who, what, when, Be bravewhere & how Bring partners tothe table Be consistent Set your goals talent.linkedin.com 11. Step 3: craft your approach right brand, rightsuccess metricsREAL Promise what you can deliverCONSISTENT Danielle Bond, CMOChallenge: Talking about work-life balance at aPERSONALprofessional services firm.Approach: Shifted focus from work-life balance toflexibility - just as valuable to employees but muchmore realistic.BRAVE Result: Believable talent brand, internally and externally. talent.linkedin.com 12. Begin with the end in mind Sample goals for your talent brand program Increase 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 optimized social presence Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions talent.linkedin.com 13. Five steps to a strong talent brandSTEP 1STEP 2STEP 3 STEP 4 STEP 5Get buy-inListen andCraft your PromoteMeasurelearn approach and engage and adjust Start at the top Audit existing Be real Upgrade profilesmaterials(yours/teams) Share compelling Be personaldata Do your research: Leverage yourwho, what, when, employees Be brave presence viawhere & how Bring partners toWork with Usthe table Be consistent Brand via Jobs Set your goals Build out your hub Company and Career Pages Use targeted status updates and APIs to engage talent.linkedin.com 14. Step 4: promote and engage, following these rules8 golden rules to promote and protect your talent brand Look in the mirror.Make your culture shine.01 Make sure that what you do (and dont do) is05 Its never just about jobs. Focus on your people what youd like employees to emulate.their stories and emotions. Empower your employees.Go viral.02 Lay out the goals and show them a clear, easy 06 For amplified results, find creative ways to get more path to action.people talking about your companys great culture. Inform your leadership.Be visual.03 Use data to gain support, ease concerns, and07 Bold and colorful images, graphics, charts, and help explain your choice of platforms. videos can bring your brand to life. Target your messages.Dont bite off more than you can chew.04 The more relevant your message is to a particular 08 Show that your efforts are scalable and sustainable audience, the greater its impact will be.on one platform before moving on to another.talent.linkedin.com 15. Consider your candidates experience across LinkedIn and beyond On the LinkedInIn their Inbox Homepage Erica Robertson When they Software EngineerWhen they network with yoursearch for jobsACME SystemsemployeesWhen theyVia Mobileresearch your LinkedIn App companytalent.linkedin.com 16. Start with your own profileEngaging, friendlyDescriptivepictureheadlineWho wouldnt want to that goes beyondwork with Brendan? the titleLinksOther featuresto branded we like:destinations Core skills, endorsed by your network VolunteerKiller summary experiencesWritten in the first Just enough onperson, oozing withprior positionspassionto build credibility talent.linkedin.com 17. Leverage your employees presence on LinkedIn HELP THEM SHINE BENEFIT FROM PROFILE TRAFFICwith Work With Us adsDell trains global employees at scale SMaC University(Social Media and Communication) Global certification program withstructured classes Strong exec support 5,000 trained since mid-2010UTI takes a brown bag approach Took a low-budget, grassroots approach Got exec buy-in to host brown baglunches for hiring managers Helped employees overcome anxietiesabout what to say on profiles Clickthrough rates 20x industry average talent.linkedin.com 18. Craft job posts for passive AND activecandidatesSCIENCEAvoid overly-creative job titles.Tie the job to your LinkedIn Company Page.Give high-priority positions extra oomph of job applications on with Sponsored Jobs50%LinkedIn are via paths other than searchARTUse your job post as a talent brand vehicle.Showcase the positions impact.Try a conversational tone.talent.linkedin.com 19. Create a strong hub via Company and Career PagesThink visually.Use bold images to give a real-worldglimpse 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 moredeeply if they hear real people tell theirown stories,.Think customized.Adapt your content to viewers based ontheir LinkedIn profiles. Target based onjob function, industry, geography, etc. Make sure your Career Page has a clear owner! talent.linkedin.com 20. Spark the conversation, on and off LinkedIn Leverage targeted status updatesUse APIs to make your career site more social 71% of company followers on LinkedIn are interested in career opportunities at companies they follow. Mix it upShare jobs, relevant news about your company, employee interviews etc. Have a plan Sketch out what youll say in advance and build a dialogue with your followers. Stay on brandRemember the messaging youre trying to get across and incorporate it.talent.linkedin.com 21. Five steps to a strong talent brandSTEP 1STEP 2STEP 3 STEP 4 STEP 5Get buy-inListen andCraft your PromoteMeasurelearn approach and engage and adjust Start at the top Audit existing Be real Upgrade profiles Use Talent Brandmaterials(yours/teams) Index to prioritize Share compelling Be personaldata Do your research: Leverage yourwho, what, when, employees Be brave presence viawhere & how Bring partners toWork with Usthe table Be consistent Brand via Jobs Set your goals Build out your hub Company and Career Pages Use targeted status updates and APIs to engage tale

Search related