March 2016#talentbrandrevolution

#hiretowin

Talent Brand WebinarHow to Create a Compelling Employer Value Proposition

#talentbrandrevolution

Intro’s

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About Lauren

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Agenda

1. Assess the current state of your EVP and talent brand2. Research internally among your existing employees3. Research external brand perception4. Create and test your EVP5. Bring it to life across LinkedIn and beyond

#talentbrandrevolution

#talentbrandrevolution

Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually much larger. A brand is the essence or promise of what will be delivered or experienced.

What is a Brand?

Persausivebrands.com

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An employer brand is the values and attributes a company defines about their organization as a place to work. It is the essence of what they promise to existing and potential future employees.

What is an Employer Brand?

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What is a Value Proposition?

A value proposition is how a company will differentiate and position itself in the mind of it’s target customers. A value proposition is a company’s set of benefits or value it promises to deliver to it’s target customers to satisfy their needs through it’s product offering.

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The Ultimate Value Proposition Example

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Value Proposition Examples

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Value Proposition do’s and don’ts

Do… Articulate it quickly and clearly You don’t get a second chance

to make a first impression Ensure people know how you or

your products and services can help them at a glance

Use consistent language and images

Bring the value to life with examples, testimonials an authentic voice

Don’t Be vague Use inconsistent language Talk about yourself and not what

benefit you provide to the customer

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What is an Employer Value Proposition?

An employer value proposition is how a company will differentiate and position it’s self in the mind of it’s existing employees and targeted potential future candidates. An employer value proposition is a company’s set of benefits or value it promises to deliver to it’s existing employees and targeted potential future candidates as place of work. 

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Examples of an EVP

Courtesy of Link Humans (Feb 5, 2016) featuring Jorgen Sundberg, Founder Link Humans and Marie-Dominque Jacquet, Director of Employer Brand at L’Oreal

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Examples of Employer Value Propositions

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Want more examples? Check out LinkedIn’s Most InDemand Employers of 2015 list.

https://business.linkedin.com/talent-solutions/indemand-north-america-2015

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 5 stepsHow to create an employer value proposition

1. Assess your current EVP Take stock of where you stand

2. Internal research Understand who you are

3. External research Understand who you want to hire

4. Put it all together Identify your unique offering relevant to your talent market

5. Communicate it Bring it to life on different channels and in different ways to relevant to the behaviors of your target talent audiences

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Step #1 - Assess your current EVP

Review your current assets Do an audit of your online presence

Social media Company website Job boards Glassdoor

Understand your current positioning

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 Understand who you areStep #2 – Internal Research

In order to understand who you are as an organization you need to be able to answer the following questions… Who are we? What do we do? Why does it matter? Why do people work here? What do people not like about working here? Why do people leave?

Tools for doing this research Executive sessions Researching company mission, vision & values Focus groups with employees New hire surveys

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Sample New Hire Survey/Focus Group Questions

1. Were you familiar with our company before you applied for this job?

2. How did you first find out about this opportunity?a) Your professional networkb) Social mediac) Job boardd) Company websitee) I was contacted by a recruiterf) Other

3. If you used social media, which sites did you use?a) LinkedInb) Facebookc) Twitterd) Glassdoore) Other

4. If you used job boards, which job boards did you use?a) Indeedb) Monsterc) Other

5. What about our company was most attractive to you? Rank on a scale of 1 – 5.a) Industry reputationb) Leadershipc) Ability to make an impactd) Compensation and benefitse) Development programs

Are you target audiences aware of

you?Understand how people

are finding your opportunities

Understand which resources are people

using. It’s not a one and done process!

Understand what is most compelling about

your company

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 Understand who you want to hireStep #3 – External Research

In order to understand who you want to hire to best position yourself to your target talent you need to be able to answer the following questions… Who are we looking to hire? Where are they? What do they value? Who else is competing for them? What does your competition offer?

Tools for doing this research Focus groups New hire surveys LinkedIn Talent Pool Reports LinkedIn Talent Brand Index Glassdoor

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LinkedIn Talent Pool Reports

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Build out different EVPs for your key talent segments

Engineering Sales & Marketing Customer Service Reps

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Custom EVPs for key talent segments

Engineering Sales & Marketing Customer Service Reps

© 2016 LinkedIn Corporation. All Rights Reserved. |© 2016 LinkedIn Corporation. All Rights Reserved. |

Talent

Talent Brand ReachTalent that’s familiar with you as an employer

• Viewing employee profiles• Connecting with your employees

Talent Brand EngagementTalent that is interested in you as an employer

• Researching company and career pages• Following your company• Viewing jobs and applying

24

19,402,488members

members7,195,669

Example: Talent Brand Index

XYX Company

© 2016 LinkedIn Corporation. All Rights Reserved. |© 2016 LinkedIn Corporation. All Rights Reserved. | 25

Talent Brand Index =

Talent Brand Engagement

Talent Brand Reach

Talent Brand Reach

Talent

19,402,488members

members

7,195,669

XYZ Company 37%

Talent Brand Index can measure your talent brand What percent of people who know about you show an interest?

Talent Brand Engagement

XYX Company

© 2016 LinkedIn Corporation. All Rights Reserved. | 26

Employer of choice

Weaker talent brand

103of

We can compare your Talent Brand Index vs peers

TALENT BRAND

Talent Brand Index

PeersAmazonAppleCiscoFacebookIBMLinkedInMicrosoftOracle

• Yahoo

• -

XYX Company

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We can see how many members have engaged with your company vs your peers

TALENT BRAND

Talent Brand Engagement

Peers:AmazonAppleCiscoFacebookIBMLinkedInMicrosoftOracle

• Yahoo

• -

XYX Company

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Your Talent Brand Index varies across the functions you are looking to hire…

Tale

nt B

rand

Inde

x

Talent easiest to engage

Talent hardest to engage

TALENT BRAND

Talent Brand Index – By Function

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Talent easiest to engage

Talent hardest to engage

Tale

nt B

rand

Inde

x

…and across the geographies where you have a presence

TALENT BRAND

Talent Brand Index – By Geography

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Glassdoor

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Example: Employer Value Proposition

To be the most attractive employer in the industry for talent who want to grow with a great company

and make an impact.

Career Stability Challenging Work Make an Impact

Rewarding work

Commitments Matter | Raise the Bar | Integrity | Results

Vision

PositionValue Proposition Pillars

Definition

Essence

Proof Points

Values

This is a company with a proven track record that can provide long term career opportunities

Employees work on challenging projects and are continuously being challenged to apply their capabilities

Employees have direct access to peers and decision makers and own the opportunity to make a positive impact in their roles.

Company Awesome fosters a culture where it’s employees are valued and trusted. We are a well managed company providing stable careers combined with challenging work where

employees can truly make an impact.

• Zero layoffs in 50 years• Average tenure of

employees is 15 years• Promote within policy

• Belief in employee development through cross functional projects

• Employee educational assistance

• Pay for performance compensation

• Direct access to decision makers

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1. Bring it to life on different channels and in different ways to relevant to the behaviors of your target talent audiences

Step #4 – Communicate it

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Example of New Talent Brand Commercials

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Summary

1. Assess the current state of your EVP and talent brand2. Research internally among your existing employees3. Research external brand perception4. Create and test your EVP5. Bring it to life across LinkedIn and beyond

©2015 LinkedIn Corporation. All Rights Reserved.