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July 1st 2015
Zürich
Employer Brand Workshop
Introductions
Marlen Mesgarzadeh
Media Account Manager
Marlene de Koning
Talent Brand Consultant
Session Objectives
Employer Brand Workshop
1. Understand the importance of Employer Branding
2. How to bring your Employer Brand to life
3. Network with your peers
Times have changed…
6
Consumer Buying Process
“Need a
new
camera!”
7
The Old Candidate Journey: Linear Path
8
The New Candidate Journey: Flight Map
There are
many points of influence along a candidate’s decision path
9
10
To succeed, engage candidates…
Everywhere All
the
Time
Everywhere All the Time With the right
message
Consumer Brand vs. Employer Brand
5 Steps to Boosting Your Talent Brand Through Content 12
Exercise
of recruiters don’t
understand their own
employer brand.
50%
Corporate Executive Board- thought leadership survey. 2012
Employer Brand is:
The attributes and value that is associated with your
company as a place to work
The beauty of employer
branding is you don’t need
everybody to know your name.
Only the right people.
What does it mean to work for
your organization?
One brand – different audiences
Employer Brand Attributes
Relevant– To the target audience
Consistent– Must build trust
Credible– Must deliver on its promises
Inspirational– A strong brand connects on an emotional level
Unique– Set apart from its competitors
“Doing business without advertising is like winking at a girl in the dark. You know your doing it, but no one else does” E.W. Howe
What is your Employer Brand?
Let’s get started!
365M+ registered members
LinkedIn: A global pool of talent
DACH
6M+
Goals of your LinkedIn Careers Page
How to bring your Employer Brand to life
Excite candidates about what’s happening at your company
Increase awareness of hiring at your company
Evangelize your company culture
Increase likelihood of candidate action
Relevant Content
Simple and fun
28
Build targeted pages
Tailor-made content for each audience
Default Europe India Engineering
University APAC University London Germany - German Australia & NZ
Sales
33
One Compliment & One Tip
©2014 LinkedIn Corporation. All Rights Reserved.
Marlen Mesgarzadeh
Marlene de Koning
5 Qualifying questions for Targeted Pages
What are your key talent pools this year?
Do you have a student or recent graduate recruiting strategy?
What are the top Functions of your current jobs?
What are the top Locations of your current jobs?
Do these Functions or Locations have different value
propositions, messaging, content, and goals? Can you custom-tailor a Career Page for them?
Engage Followers with targeted updates
