Top Tips for Measuring the Return on Investment of your Talent Brand Strategy | Talent Connect London 2014

Top tips for measuring the return on investment of your Talent Brand

strategy

On stage today

 Lindsay Brady  Insights Manager

 Catherine Schlieben Director of Recruitment

#intalent

@LinzliA @CSchlieben

What is Talent Brand?

#intalent

Today’s session

Tips for starting to build your Talent Brand strategy

Why should you care about measuring your Talent Brand?

How can you measure ROI of your Talent Brand strategy?

All sources LinkedIn surveys or data unless otherwise stated #intalent

Why should you care about measuring your Talent Brand?

52% of UK professionals look for opportunities in

an organisation that has a reputation as a great place to work

Lack of Talent Brand is a big sourcing obstacle

17%

29%

35%

40%

47%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Inability to effectively use data to improve our approach

Location

Lack of awareness of or interest in our employer brand

Compensation

Competition

Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent

What are your company's biggest obstacles to attracting the best talent?

#3

‘Lack of Talent Brand’ is becoming a bigger obstacle

23%

31%

35%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

2012

2013

2014



+12% points

Talent Brand is now more of an obstacle than location

10%

25%

23%

37%

45%

17%

29%

35%

40%

47%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Inability to effectively use data to improve our approach

Location

Lack of awareness of or interest in our employer brand

Compensation

Competition

2014 2012



61% of UK Corporate Recruiting Leaders tell us

they are investing more in employer brand than they have before

Tips for starting to build your Talent Brand strategy

Get buy in from key stakeholders

Start small

Agree success metrics up front

#intalent @CSchlieben @LinzliA

Use market intelligence Help your key stakeholders understand why they should care about investing in the company’s Talent Brand

Why should your stakeholders care?

#intalent

Use visuals Show how your company’s Talent Brand is currently represented across different channels


#intalent

Use visuals Show how your company Talent brand is currently represented across different channels


#intalent


#intalent

Use visuals Show how your company’s Talent Brand is currently represented across different channels


How effectively is your Talent Brand represented across channels compared to competitors?

Use competitive comparisons

#intalent


Start small



Start small

Identify the right business need to address

1. Critical to the business

2. Specific targeted talent requirements

3. Short time frame for hiring

#intalent


Start small



Agree quantifiable metrics of success up front

1. Present options available for measurement

2. Keep the list of agreed metrics short

3. Set targets both for short term and long term

There is no “silver bullet”

#intalent

If you can’t measure it, you can’t manage it.


How can you measure ROI of Talent Brand strategy?

Let’s put these learnings into action

Profile of hires for WorldPay

Corporate Support

Managers

Location: ü  Singapore Skills: ü  Relationship management ü  Technical sales ü  5 years+ experience

How can you measure ROI on Talent Brand investments?

Immediate Results

Competitive Impact

Final Outcomes



Immediate Results

Competitive Impact

Final Outcomes


LinkedIn Followers in Singapore increased Immediate Results

0

200

400

600

800

1000

Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 0

200

400

600

800

1000

Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

+62% in the first

month

#intalent

LinkedIn Career Page views in Singapore increased

0

200

400

600

Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 0

200

400

600


8X increase in

Career Page Views in the first month

Immediate Results

#intalent


Immediate Results

Competitive Impact

Final Outcomes


Talent Brand Index is a measure of the effectiveness of engaging your target talent

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

Talent Brand Engagement Talent that is interested in you as an employer

o  Viewing employee profiles o  Connecting with your employees

o  Researching company & career pages o  Following your company o  Viewing jobs and applying

905K members

163K members

Competitive Impact

#intalent

WorldPay has a Talent Brand Index of 18% globally

Talent Brand Reach

Talent Brand Engagement

WorldPay Talent Brand Index Talent Brand Reach Talent Brand Engagement

905K members

163K members

= 18%

Competitive Impact

#intalent

WorldPay has a strong Talent Brand Index of 44% in Singapore

Talent Brand Reach

Talent Brand Engagement

WorldPay Talent Brand Index Talent Brand Reach Talent Brand Engagement

12,795 members

5,664 members

= 44%

Competitive Impact

#intalent

Singapore

Talent Brand Index has increased Singapore ……and is now ahead of peer average

Competitive Impact

6% 6% 7% 8% 10% 11%

70

29%

44%

52%

0%

10%

20%

30%

40%

50%

60%

#2

Talent Brand Index #intalent

0

2000

4000

6000

8000

10000

12000

14000


The success in Singapore also increased Talent Brand engagement in Asia

Competitive Impact

Talent Brand Engagement Volume #intalent


Immediate Results

Competitive Impact

Final Outcomes


Final Outcomes LinkedIn impacted +69% of Singapore hires

44% Of hires were following Worldpay on LinkedIn

before being hired

11 Viewed a LinkedIn media

ad or a WorldPay job before being hired

#intalent

Final Outcomes

Investment in Talent Brand drove strong results & high return on investment for WorldPay

Time to Hire

Cost of Hire

Agency Usage

-25% -30% now 8% #intalent


Immediate Results

Competitive Impact

Final Outcomes


What have I learnt from this initiative?

Share results on the wider impact outside of

placements

Invest time before you begin

Align your recruitment process


Recruiting & HR

Top Tips for Measuring the Return on Investment of your Talent Brand Strategy | Talent Connect London 2014