Build Engage Recruit - How to Build your Talent Brand

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS
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Username: london-guest
Password: LinkedIn-UK
Greg James
Enterprise Talent Solutions
LinkedIn
Vinesh Sanghrajka
Enterprise Talent Solutions
LinkedIn

The world is
changing fast…
Candidates
More
Connectivity
More
Choice
More
Channels
1980’s 1990’s 2000’s 2010’s
Filing
Cabinet
Recruitment
Offline
Database
Job
Channels
Social
Media

Social media
is here to stay, embracing
its power is the key
57%
of the decision to ‘buy’
is now made before any
commercial contact with
your business1
1 Source: Harvard Business Review, “The End of Solution Sales”, July 2012

Professionals use LinkedIn for
3 valuable reasons
Knowledge
The definitive professional
publishing platform
Network
We connect the world’s
professionals
Identity
The professional
profile of record

are passive
80%
60%
Are passive yet
open to
opportunity!!

The best companies approach talent acquisition with a
sales and marketing process
Social media keeps the conversation going1
…because you need to nurture your audience
Sales is one-to-one, marketing is one-to-many2

Creating ‘followers’ will
fuel your success
? ? ?
? ? ?
? ? ?
What good is a post
on Facebook if you
have no friends?
95% Followers are 95%
more likely to respond
to an InMail
79% of members are interested
in job opportunities from
companies they are following79%
Members are 61% more likely to
share information as a result of
following your company61%

We recommend
3 simple steps
Your followers &
Your brand
Nurture your target
audiences
Do what you do
best
Build Engage Recruit

Your LinkedIn journey
RECRUITENGAGEBUILD

Accelerate
follower growth
Reach out to potential
clients & candidates and
convert them into followers
BUILD
Targeted
Campaigns
300% Follower base
increase
- Symphony Teleca
Ashfield Healthcare

Leverage
your employeesBUILD
Employee
Profile
Ads
of page views are
members looking at
members76%
Ashfield Healthcare

RECRUITENGAGEBUILD
Your LinkedIn journey

Improve your follower engagement with
relevant messagingENGAGE
Page visitors see
the content that is
relevant to them
≤ 400%
increases in candidate
conversions achievable
with targeted content1
Career
Pages
Images
JOBS
Videos
1 Source: David Edelman, McKinsey & Company, “Quality & Relevance”, March 2014

Keep your followers
up to date
Ensure you are
always top of mind
Relevant content
Encourages likes
& shares
ENGAGE
Content
Updates
Members are 61%
more likely to share
information as a result
of following your
company
61%

Accelerate your
engagement reach
uplift in click through
rates for updates25%
the usual
content traffic3x
Reach a wider audience with
sponsored updates before you even
have them as followers
ENGAGE
Sponsored
Updates

Promote your jobs to the best
candidatesRECRUIT
Relevant
Job Posts
Only the most suitable
candidates will see your jobs
Job posts are a great
engagement tool
Job visibility can be increased
with Sponsored Jobs
of members are interested in
job opportunities from
companies they are following79%

RECRUIT
Share
Jobs
Post jobs to
your network:
Your consultants have
networks on LinkedIn
Make sure that they are
sharing relevant opportunities
to these networks regularly
Line managers and teams
use the network

RECRUIT
Recruiter
Increased access to
the network
Reach out
using InMail
Workflow and
Collaboration tools
95%
Followers are 95%
more likely to respond
to an InMail

Followers
Process
Build, engage and recruit for
success
Relevant
Jobs
Career
Pages
Targeted
Media
Employee
Ads
Recruiter
Content
Updates
BUILD ENGAGE RECRUIT

Talent Branding
Lauren Fogarty
Media Solutions Consultant
LinkedIn

©2014 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 22
Agenda
 Why Talent Branding matters
 What is Talent Branding on LinkedIn
– Foundation
– Brand Acceleration
– Community Engagement
 How to measure Talent Branding
 Q. & A.

Engaging candidates at all touch points is a critical
piece of an effective Talent Brand strategy
Strategic Sourcing
and Pipelining
Metrics and
Analytics
Personalized
Job Targeting
Talent Brand
Development
View Targeted Jobs
Network with Employees
Research Company
Follow Company
Apply for Position
has a new job
24
ACME Systems
Maria Johnson
500+
Connections
2nd
Field Sales Executive
Maria Johnson

Increasing engagement improves
InMail response rates
Developing Talent Brand
can provide a 2x response rate on recruiter InMails
Highly Engaged CandidatesNo Prior Engagement
40%
Response rate
20%
Response rate
25

11%
34%
0%
10%
20%
30%
40%
Clients who invest in branding on LinkedIn can
more successfully hire passive and active candidates
Clients on LinkedIn
(Recruiter + some Jobs)
Clients who have invested in talent
brand on LinkedIn
(The LinkedIn Solution)
Percent of all hires impacted on LinkedIn
“LI hire” measured as employees changing their profile from another company to client company from December 2011- May 2013
These averages include companies in all regions and account sizes
26

Talent Brand: 3 Steps to Success
27

3 Steps to ‘Best in Class’ Branding:
28
Step1
• Foundation
• Capture
existing traffic
to your two
key assets on
LinkedIn:
Careers
Presence &
Employees
Profiles
Step2
• Brand
Acceleration
• Extended
visibility of
brand via
consistent
targeted
campaigns i.e.
female
engineers and
then generate
pipeline
Step3
• Community
Engagement
• Skill specific
discussion
platform to
create
ongoing
dialogue and
build readily
available
talent pools

You can engage members every time they
network with your employees
80K+
professionals visit your employees’
profile pages every month
30
Your ideal passive candidate
Maria Johnson
500+
Connections
2nd
As seen by:
Maria
Johnson
DiageoPicture Yourself at

When members research your company,
engage them with branding and personalized jobs
Promoting on employee profiles
can increase Career Page
visitors by up to 66%
31
Maria Johnson
500+
Connections
2nd
As seen by:
Careers at
Diageo
Diageo
Senior Field Sales Executive
Join the team that is transforming the future.
Get the inside scoop on our job opportunities, culture and people.
DiageoPeople at
DiageoJobs at

Provide highly targeted branding messages
to the talent researching your career opportunities
Audience: General Professional Audience:
Use strong imagery, convey a clear message about your company, and feature
engaging, relevant content
Sales Professionals
Diageo
Diageo
Sr. Field Sales Executive
Diageo
Diageo
32
DiageoJobs at

How Brand Acceleration works
Target Audience: Sales, Supply, Marketing, Finance & HR
Step 1:
Raise
Awareness
Step 2:
Generate
Pipeline
Engaged Talent Pools
FollowersPipelineApplicants

Raise Awareness among highly targeted audiences
using Targeted Ads
Picture yourself with a career in
Reach your ideal
audience wherever
they go on LinkedIn
35
Maria
Johnson
DiageoPicture Yourself at
Maria Johnson
500+
Connections
2nd
As seen by:
Sales Executive

“ I’m Interested” Button
Once clicked, user’s info
goes directly to your team
High open &
response rates
Build a pipeline of
warm leads, as
messages are
Integrated with
recruiter tool
Automate Pipeline creation based with Targeted
InMail Campaigns

Objectives
Solution
• Partner with LinkedIn to launch Brand Accelerator approach and build pipeline
 Insights, recruitment advertising, Talent Directs, Linkedin career page, recruiter
 Generate a pipeline of warm candidates by targeting relevant professionals with a
Talent Direct campaign enabling InMails to be sent at scale to a precise audience with
a strong call to action
• Change perception in the market that Dell is just a hardware organisation
• Raise awareness of the software engineering roles and compete with more recognised Peers
• Target LinkedIn members that fit their specific criteria such as professional background, skillsets,
companies previously worked at and seniority
Results
• 600 quality applications generated
• Perception change for Dell as employer of choice for Software engineers.
Why LinkedIn?
 Active and engaged audience of relevant professionals
 Expert knowledge of targeting members who meet specific criteria
 Ability to connect the brand and opportunities with aspirational, goal minded professionals
Brand Accelerator Case Study
Dell created pipeline of target candidates & amplified their talent brand for Software
Engineers

Step 3: Community Engagement
38

Careers at
Diageo
Diageo
Diageo
Jobs at
Join the team that is transforming the future.
Get the inside scoop on our job opportunities, culture and people.
Follow
Maria Johnson
500+
Connections
2nd
As seen by:
Invite members to Follow your
company and stay engaged over time
39
Expedia, Inc.People at

Engage your Followers directly on their
homepages through Company Status Updates
40
Maria Johnson
500+
Connections
2nd
As seen by:

347M+
(+2 every sec)
Sponsored Updates
reach the entire LinkedIn network
LinkedIn Member Population
Company Updates only
reach your pool of followers
With Sponsored Updates you can build the same
kind of relationships with talent outside your followers

Build relationships with candidates on
desktop, tablet and mobile
41% of LinkedIn’s
traffic is on a mobile
device
Engagement rates
can be up to 5x
higher on mobile

Drive quality engagement with the
candidates you need
43
Build communities
of top talent
Generate 2-way
dialog with target
candidates

Marriott nurtures 2 way dialogue with
hospitality professionals
LinkedIn Confidential
Challenge:
• Marriott needed to attract
experienced hospitality
workers for new hotels
launching in Eastern Europe
Solution:
• Used Sponsored Updates to
target hospitality industry
professionals in key areas
and raise awareness about
growth in those regions.
Result:
• Established genuine 2-way
dialogue with target talent
• Engagement rate was 3X
Sponsored Update average
• Gained high volume of new
followers in key regions
• Boost in quality of applicants
for hard to fill jobs
• High rate of content
amplification/ earned media

How to Measure Talent Brand
45

We first assess two important elements of your talent
brand: Reach and Engagement
Talent
3,007,191
members
members
942,453
Talent Brand Reach
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
Viewing employee profiles
Connecting with your employees
Researching company and career pages
Following your company
Viewing jobs and applying
46

Talent Brand Index can measure your talent brand
What percent of people who know about you show an interest?
Talent Brand
Index
=
Talent Brand Reach
Talent Brand Reach
Talent
3,007,191
members
members
942,453
31%
47

We can compare your Talent Brand Index vs peers
Employer of
choice
Weaker talent
brand
Peers:
103 of
48
• Client A
• Client B
• Client C
• Client D
• Client E
• Client F
• Client G
• Client H
• Client I

We can see how many members have engaged with
your company vs your peers
Peers:
49
• Client A
• Client B
• Client C
• Client D
• Client E
• Client F
• Client G
• Client H
• Client I

Your Talent Brand Index varies across the functions
you are looking to hire…
TalentBrandIndex
Talent easiest
to engage
Talent hardest
to engage
50

…and across the geographies where you have a
presence
Talent easiest
to engage
Talent hardest
to engage
TalentBrandIndex
51

LinkedIn can help you build your talent brand and
accelerate your ability to attract top talent
We can track how your Talent Brand Index
progresses over time
52

Talent Drivers is the largest professional survey run
338,000+ 373,000+278,000+
Q3 2014Q3 2013 Q1 2014
• Representative sample of LinkedIn members
• ~300k members each wave
• New wave every 6 months
53

Talent Drivers is global – in all regions
54

Talent Drivers data helps clients craft their EVP
We ask LinkedIn members:
What attributes
are important
when considering
a job?
How do
companies*
perform on
offering those key
attributes?
*Members rate up to 10 companies they are aware of as a place to work – but
they do not rate their current company
55

Global
All
What candidates care about when considering a new job
All
Region:
Industry:
Question asked: Please select the 5 most important factors when considering a job opportunity.
Function:
Top 5 Most
Important
% who say attribute is important
56
Source: LinkedIn Q3 2014 survey of 327,354 professionals

Top 5 Attributes
% who perceive your company as doing a very good job at…
How you rate on what is most important
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey of 2,290 professionals, Q1 2014 survey of 2,460 professionals and Q3 2014 survey of 2,657 professionals who rated your company

Comparison to Retail & Consumer Products industry peers
in offering top attributes
Top 5 Attributes Compared to Industry peers
CPG Client X
0 – 30th percentile
31st – 50th percentile
Top Tier
Mid Tier
Bottom Tier
Compared to Industry peers:
Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers

Steps to improve perception
Keep emphasizing
these strengths!
Focus on critical
improvement areas
to change perceptions
Communicate Your Values
on LinkedIn
Company & Career Pages
Job Postings
Talent Direct Campaigns
Employee Branding
Targeted Status Updates
Sponsored Updates
59

We can track how engagement with your brand has
evolved over time
60
Talent that is interested in you as an employer
Talent Brand Engagement over time

Attributes Compared to Industry peers
CPG Client X
0 – 30th percentile
Top Tier
Mid Tier
Bottom Tier
Compared to Industry peers:
Comparison to Retail & Consumer Products industry peers
in offering all 15 attributes
Source: LinkedIn Q3 2013 survey compared to 22 industry peers, Q1 2014 survey compared to 25 industry peers and Q3 2014 survey compared to 25 industry peers

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