Tracking Impact: Quantifying the Success of your Talent Brand

Stephanie KenderTalent Brand Consultant

December 2016

Let’s Go On A Journey

• Introductions• Talent Brand Overview• 3 Metrics To Measure Success• Craft the Candidate Experience to

Improve ROI

Introductions

Stephanie Kender Talent Brand Consultant

LinkedIn

Sarah Widdes Media Account Manager

LinkedIn

believe talent brand strength makes a “significant impact” on ability to hire

77%

Average reduction in cost per hire

50%

Average reduction in turnover

28%

talent professionals who say talent brand is a top priority in 2015

56%

We know that Talent Brand is important

Source: LinkedIn Global Recruiting Trends Report, Nov 2014

Candidates tell us it’s important

Source: LinkedIn Talent Trends Report, March 2014

Reputation as a “great place to

work”

Reputation for “great products / services”

Reputation for “great people”

Reputation for “being prestigious”

56%

LinkedIn lets you reach people when they’re in a professional mindset

Patrick KaneIvanka Trump

Ali Landry7-foot-tall Football

PlayerRobert Griffin III

Kim Zolciak

LeadershipSocial media marketing

Self-esteemMarketing

Employee engagementTemporary placement

Design thinkingManagement

Time managementSales

#HTGAWM#NewNFLTeams

RedskinsThe Pope

#GreysAnatomy#HeroesReborn

Trending topics by social media platform

6

8

Employer Brand n.

How you, the employer, promote your company as a place to work

9

Talent Brand n.

the highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work

a significant asset for both hiring/retaining great talent and promoting your corporate image to the market

50%of professionals around the world discover new job opportunities through word of mouth

The content ecosystem

COMPANY PAGE

LEADERSHIP PROFILES

EMPLOYEE PROFILES

THE FEEDCOMPANY UPDATES(SPONSORED & ORGANIC)

INDIVIDUAL UPDATES

BRAND TOUCHPOINT

SDISTRIBUTIONCONTENT

INDIVIDUAL POSTS

All content from owned properties is distributed through the feed to company followers and individual connections.

The Quest to Quantify

Measuring the impact of your Talent Brand

Know the goal:

Attract Engage Pipeline

1. Follower Quality2. Talent Response Rate3. Quality of Applicant

3 Simple Metrics to Quantify Talent Brand Success

Follower QualityAdapt your talent brand strategy for different audiences#1

10

Why Followers MatterTalent Acquisition:

More Likely to ApplyCustomer Acquisition:More Likely to Buy

71%Are interested in updates on job

opportunities from companies they follow

78%More likely to respond to a

Recruiter’s InMail

61%More likely to share or comment on company

content

49%More likely to

purchase from a company they engage with

Tips for visualizing your success

Visualize success: track follower changes as a whole, or for specific business-critical roles

Measuring your talent response rate sets Engaged with your brand

No engagement

with your brand

Talent Response RateEngaged candidates more likely to respond to your recruiters #2

Visualize success: track response rate as a whole, or by media investment

20

Subjective What does it mean to your company?

• Good fit for the company

• Good fit for the role

• Length of tenure

Who are the quality candidates for you?

Applicant QualityBroadcasting an authentic talent brand increases retention#3

Branding opportunities that engage passive candidates across their personal path to hire creates interest and preference

Prospect

Hire

Unaware

• I don’t know what it’s like to work at LinkedIn

• I don’t know that LinkedIn has a diverse environment with perks that support diverse backgrounds

• I don’t know all the amazing accomplishments LinkedIn has made

• I don’t know LinkedIn has a role that fits my background

Interested

Applied

Aware

Familiar

LinkedIn has a team that inspires me and cares about what I care about.

LinkedIn? I never thought about working there before, but see

there’s a relevant job for me in my area.

LinkedIn is on the hunt for talent like me, and I am really interested in them

as a company.

The Common TrapWould You Apply?

From Familiar to Interested

Are You Ready To Apply?First Engagement

Are You Ready To Apply?Second Engagement

Are You Ready To Apply?You’re Interested!

Visualize success: track interested candidates by target companies or other key metrics

Visualize success: track Engaged with Talent Brand in Next Gen Recruiter

Follows, likes or shares your company page

Likes, comments on or shares a company update,

Applies to, likes, comments on, or shares a job on LinkedIn

Likes, comments on, or shares a sponsored update

Shares an article from the Elevate app

"I'm Interested" clicks from Talent Landing pages and Talent Direct (Sponsored InMail) messages

Visualize success: track influenced % new engagements through your media investments

Candidate

Hire

Hired

5,681Consideration Actions

Considering

75,432+

Unique Members Made Aware

Aware

37Influenced Hires

1,246Added Followers

3,781Job Viewers

923Company/Career Page

Views

84%New

Engagements

1. Follower Quality2. Talent Response Rate3. Quality of Applicant

3 Simple Metrics to Quantify Talent Brand Success

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