Make Your Nonprofit Irresistible

Building your Talent Brand

How well do you know branding?

5,000

5

Establish how we should

talk about this – “I provide

great services”

“I provide great services

I provide great services

I provide great services”

“I understand you provide

great services”

Consumer brand

Products Services

What is it like to work there?

Talent brand?

Talent brand

Talent Brand, n.

The highly social, public version of your employer

brand, incorporating what talent thinks, feels, and

shares about your company as a place to work.

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.

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With a consumer brand,

60% of the decision-

making process is made

prior to any direct

interaction with a sales

person.

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Why would they treat

BUSINESS & CAREER DECISIONSany differently?.

14

A strong Talent Brand…

halfthe cost per hire

50% More applicants

attracted

to the job

2xResponses to

recruiter

outreach

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And can contribute to retention:

New employees sourced through LinkedIn are up to

40% less likely to leave within the first six months

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6%

21%

74%No formal employment branding process

Yes, have a formal employment branding process

Don’t know

Nonprofit Sector Statistics

Nonprofit HR |

Where do I start?

Build Engage Recruit

Your followers &

your brand

Nurture your target

audiences

Do what you do

best

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Recruiting is marketing

AWARENESS

ENGAGEMENT

CONSIDERATION

CONVERT

#HiretoWin 12

Free

Paid

#HiretoWin 13

Build

What assets do you have on LinkedIn today?

Your Organization Page Your Employee Profiles

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Add a logo and banner image

Add a company description

Point out your specialties

Grow your follower base

How can you best brand your Company Page?

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Add a picture (11x more views)

Include a creative headline

Include an elevator pitch about your nonprofit

Fill out the volunteer & causes section

Show, don’t tell – video goes a long way

Ask for recommendations from volunteers and board

members

How can your employees best brand their profiles?

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Followers are your brand advocates

& a viable pool of candidates

Responsive leadsEngaged talent pool

81%Your followers are 81% more

likely to respond to your

recruiter’s InMail

61%of members are more likely to

share information as a result

of following a company

79%of members are interested in

updates and job opportunities

from companies they follow

Brand evangelists

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How can you build your organization’s follower base?

Employee ProfilesYour Company Page

Targeted Ads

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Status Updates

Employee Profiles

Maximize your Company Page presence

Leverage your employee profiles

Build your follower base

Key takeaways: Building your brand

1

2

3

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Engage

How do you ENGAGE your audience?

Nurture your audience with targeted,

value-add content

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Content marketing

Career page

Targeted media

What is content marketing?

Any marketing that involves the creation and sharing of media and

publishing content in order to engage key audiences

Content marketing develops long-term relationships with your audience

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• Provides relevant updates on the communities your organization impacts

• Showcases what it’s like to work at your nonprofit

• Establishes the publisher as a thought leader or trusted advisor

Why is it important?

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Examples of content marketing

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Every time you post content, you’re nurturing the

relationship with your followers

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Generate awareness of roles you are filling

Build a community oftarget candidates

Promote news or upcoming events

Establish thoughtleadership

Build reputation as a top nonprofit to work for

Ways to build relationships with target talent

Member news feed

#HiretoWin

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Sponsored Updates

Reach the entire LinkedIn network

Company Updates

Only reach your pool of followers

Sponsored Updates can build the same

kind of relationships with talent outside your followers

364M+(+2 every sec)

LinkedIn member

population

500

#HiretoWin

Focus on storytelling

through testimonials

Multiple page

versions

highly targeted to

visiting talent

Jobs

Customized to

the audience

Career Page - what is it like to work at your org

Powerful Video

Content that

engages the viewer

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Content enhances Job Posts for

further engagement

Tips and tricks for your Career Page

Think visually Think video

Your Target Audience

Think customized

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In honor of Earth Day, this week’s Taproot+

Feature is a nonprofit that aims to plant,

preserve & protect NYC’s urban forest

through education & community support.

Taproot Foundation

Think digitally

Targeted ads find and engage any audience… 3

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Attract

candidates

Gain

more followers

If you want to: Here is a solution:

Drive traffic

to opportunities

How does it all come together?

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Example: Guide Dogs for the Blind

Client example: CUSO International

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Client example: Kiva.org

Grew follower base by close to 7,000 in 12 months!

Called the “hottest nonprofit on the planet” by FORTUNE Magazine

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Use content marketing to develop relationships

with your audience pools

Leverage your Career Page to showcase your

unique organizational culture

Reach and engage your target audiences

with ads

Key takeaways: Engaging your audience

1

2

3

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Build Engage Recruit

Your followers &

your brand

Nurture your target

audiences

Do what you do

best

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2 Engage your employees. They are your primary brand ambassadors.

Direct takeaways – what you can start doing today.

Take some time to rock your profile. 1

3

4

5

Partner with your marketing colleagues to share great stories and content on LinkedIn.

Give your Company Page some love. Are there pictures? Engaging content?

Take ownership of how you’re perceived as an employer! Consider Employee Profile Ads, Targeted Recruitment Ads, and a Career Page.

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Other LinkedIn resources for nonprofits

Find employees

- 50% off a full time job posting

Find board members / volunteers

- 90% off a job posting for a volunteer

or board member

General resources

- Case studies, tip sheets

LinkedIn for Nonprofits – monthly

webinar that overviews all our

nonprofit offerings

- Register on the nonprofit website

Advanced search – great free tool

nonprofit.linkedin.com

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