The document discusses how building a strong employer brand through a unified corporate and talent brand can attract top talent and drive business results. It recommends that companies leverage their employees as brand ambassadors by encouraging them to enhance their social media profiles, incentivizing referrals, and recognizing top ambassadors. When WorldPay Singapore increased its focus on talent branding through LinkedIn, it saw an immediate 62% increase in LinkedIn followers, an 8x increase in career page views, improved its talent brand index ranking, and was able to hire 69% of new employees who had prior exposure to the company's LinkedIn content or jobs.

2. Attracting Talent Through Brand
​Marlene de Koning
​Solutions Consultant
​LinkedIn EMEA

4. People don’t buy what you do,
they buy why you do it
​Simen Sinek – How great leaders inspire action

5. Corporate Brand
Consumer
Brand
Brand
Essence
Employer Brand
Investors
Influencers
Partners
Customers
Employees
Candidates

6. 6

7. Source: January 2015 -July 2015 for the top 100 companies with the strongest talent brand on LinkedIn.
2013 LinkedIn & Lippincott Study: Aligning your consumer brand and your talent brand
Talent Acquisition
Business
Performance
Marketing
The ROI of a Unified Brand
87% lift in application
rates 3.1X increase in
conversion to hire
35% increase in
sales growth over
a 5-year period
84% lift in content
engagement

8. Exercise

9. of recruiters don’t understand
their own employer brand.
%
Corporate Executive Board- thought leadership survey. 2012

13. Lead by Example

14. Get started with your leaders
1. Give them what
they need
2. Support your
strategy with data
3. Keep cultural
differences in mind
6%
8%
10%
15%
29%
44%
70
0%
10%
20%
30%
40%
50%
60%
Talent Brand Index Weber Shandwick and KRC Research, The Company
behind the Brand: In Reputation We Trust

15. Why the story matters for your organization
Source: TNS

16. Leverage your employees

17. Activate employees as brand ambassadors
70% of customer brand
perception is determined by
experiences with people.
Employee Advocacy, Neal Schaffer & PeopleLinx, 2015.

18. Employees Are Your Most Trusted Source
2016 Edelman Trust Barometer Global Report
0
10
20
30
40
50
60
Financial Earnings & Operational
Performance
Business Practices/Crisis Handling Treatment of Employees/Customer Partnerships/Programs to Address
Societal Issues
Innovation Efforts Views on Industry Issues
Company CEO Senior Executive Employee Media Spokesperson
Company CEO Media SpokespersonSenior Executive Employee

19. They are responsible for 20% of your overall social
engagement
Your employees’ social networks are over 10X larger
than your companies followers
While only 2% of your employees share your
companies social content

20. 20
Leverage the power
of Employee Advocacy
Brand messages see 571% more
reach when shared by employees
90% trust recommendations from
people they know; only 33% trust
brand messages
3x more likely to believe employees
than CEOs when it comes to work
culture
Employees are
your most trusted
source

21. Make every employee a recruitment marketer
21
Ambassadors Strategy for Employer Branding
594
employees active on platform
14.600 shared stories in 8 months
4.3M impressions
190K free media value
3xApplications on LinkedIn

22. 5 steps to engage your employees
1. Get C-suite support to drive widespread participation
2. Encourage employees to enhance their profile on social networks
3. Incentivize through referral program
4. Organize meetups and recognize ambassadors
5. Don’t forget new hires

23. Communicate to the right audience
at the right time

24. Why the story matters for candidates

25. Content
Ad’s
Career Page
Followers Jobs
We need to re-think how we engage passive Talent

26. Content Ad’s
Career Page
Followers Jobs
Let them build a relationship with your organisation.

28. If Talent isn’t actively looking,
how will they know that you are hiring?

29. Profile of hires for WorldPay
Corporate
Support
Managers
Location:
 Singapore
Skills:
 Relationship management
 Technical sales
 5 years+ experience

30. Immediate
Results
Competitive
Impact
Final
Outcomes

31. 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

32. 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
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
8X
increase in
Career Page
Views in the
first month
Immediate
Results

33. Talent Brand Index Singapore
Peer average
Competitive
Impact
6% 6% 7% 8%
10% 11%
17%
29%
44%
52%
0%
10%
20%
30%
40%
50%
60%
#2
Talent Brand Index

34. 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

35. Final
Outcomes
Investment in Talent Brand drove a high
Return on investment for WorldPay
Time to
Hire
Cost of
Hire
Agency
Usage
-25% -30% now 8%

36. 3

37. “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

38. Build integrated media
plan for all channels
Compare and prioritize
target audiences for Corp,
TA and Marketing
Switch messaging/target
based on performance
3 Key Take Aways
An Integrated Approach for Branding

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