Learn about the effects of having a strong employer brand: lower cost of hire, lower turnover, & how you can leverage your employer brand to attract top candidates. This presentation also discusses how to communicate your employer brand on LinkedIn, and some great research LinkedIn released about employer branding in 2012.
2. Agenda
How we define Employer Brand
The state of employer branding: research findings
and why you should care
Promoting your employer brand on LinkedIn
Measuring your employer brand
Q&A
TALENT SOLUTIONS
4. Your Employer Brand is:
The attributes and sentiments that you most want associated with your
company
Employer Branding is:
The delivery of your employer value proposition across every
communication touch point – both internal and external
TALENT SOLUTIONS
7. Talent acquisition (TA) leaders are highly aware that employer branding is
critical to hiring success
83%
Agree that employer brand
has significant impact on
ability to hire great talent
7
TALENT SOLUTIONS
8. Large organizations lead the way in prioritizing
employer brand, but smaller companies are catching on
Prioritization of employer brand
(by company size)
67%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
69%
8
Top 3 long-term trends in recruiting
professionals (by company size)
< 1,000 Employees
1. Utilizing social and professional networks
2. Upgrading employer branding
3. Finding better ways to source passive candidates
70%
67%
78%
Agree that employer
brand is a top priority
for their organization
> 1,000 Employees
1. Utilizing social and professional networks
2. Finding better ways to source passive candidates
3. Upgrading employer branding
TALENT SOLUTIONS
9. While websites are seen as most effective, viral channels play important
role in promoting employer brand
Five channels seen as most effective to promote employer brand
78%
46%
Company website
Word of mouth
Social professional
networks
38%
34%
Social media
9
56%
Traditional job boards
TALENT SOLUTIONS
10. Despite the climate of “more with less”, companies are
investing more in employer branding
TALENT SOLUTIONS
11. But why?
49%
Increased belief in the impact of employer brand
48%
Need to raise general awareness
47%
Difficulty recruiting quality candidates
37%
Increased competition
32%
Difficulty recruiting candidates in specific sectors
TALENT SOLUTIONS
12. But seriously, why… ?
Up to
50%
Savings in cost per hire is
associated with a strong employer brand
TALENT SOLUTIONS
13. One more time… why?
Average of
28%
Lower turnover rates
for companies with strong employer
brands
TALENT SOLUTIONS
14. Despite recognizing its power, many companies don’t take a strategic approach
to employer brand
83%
54%
Have a proactive employer brand strategy
53%
Understand employer brand strength across different populations
39%
Feel they have the resources to succeed
38%
Measure employer brand strength relative to competitors for talent
37%
Regularly survey new hires to understand employer brand perceptions
35%
Prioritize spend on audiences where employer brand relatively weak
32%
14
Recognize employer brand impact
Regularly survey candidates to understand perceptions
TALENT SOLUTIONS
15. Not many say they regularly measure their employer brand in a quantifiable way
only one out of three
15
TALENT SOLUTIONS
16. In Summary
TA leaders know employer branding is important and are investing more –
but strategy, listening and metrics are often missing
Awareness
• TA leaders say employer branding is key to hiring
success and an important long-term trend.
Investment & Organization
• Companies are starting to invest more in employer
branding, with TA leaders often directly responsible.
Delivery
• Effective employer brand delivery occurs as much
through viral channels as via company-controlled ones.
Strategy & Measurement
• Many companies are not adopting a strategic approach
and even fewer are measuring for success.
TALENT SOLUTIONS
19. Define
LinkedIn
can
help
• What are you famous for?
• Strive for authenticity
Communicate
• Can your employees articulate your
employer brand?
• Is your communication ongoing and
consistent?
Engage
• The world has gone social
• Take control!
TALENT SOLUTIONS
20. Communicate Strategic and Relevant Messages
Employment Brand
Value Proposition
• What is unique about
your company?
• Culture, perks, benefits.
Thought Leader
• Demonstrate knowledge in
your space
• Blog post, research paper,
etc…
Company News
• Latest projects
• Happy customers: case
studies
• Good industry reputation
Engage in Conversation
• Create a follower
ecosystem where targets
can interact
• Use multiple platforms
and channels
TALENT SOLUTIONS
21. 1
Define – What are you famous for?
• What is your Employee Value Proposition?
• How is your brand different to your competitors?
• What key messages do you want to communicate
to potential candidates?
• Is it authentic?
TALENT SOLUTIONS
22. 2
Communicate - Externally
• Promote your employer brand on your LinkedIn Career Page and your
employees’ profiles
• Build brand awareness through targeted advertising across LinkedIn
EXTERNAL
brand
message
here
EXTERNAL
brand
message
here
TALENT SOLUTIONS
24. 2
Communicate - Internally
• Place internal creative messaging on your employees’ profiles to express your
brand
• Create a LinkedIn Group to start discussions with your employees about your
brand
INTERNAL
brand
message
here
TALENT SOLUTIONS
25. 3
Engage – Take control of your message
• Make sure you have a branded LinkedIn Career Page to educate members about
your employer brand and relevant opportunities
• Message your followers about important updates, news, events, etc
TALENT SOLUTIONS
28. We first assess two important elements of your
employer brand: Reach and Engagement
Talent Brand Reach
30,000
members
Talent that’s familiar with you as an employer
Viewing employee profiles
Connecting with your employees
Talent Brand Engagement
5,400
members
Talent that is interested in you as an employer
Researching company and career pages
Following your company
Talent
Viewing jobs and applying
TALENT SOLUTIONS
29. Talent Brand Index can measure your employer brand
What percent of people who know about you show an interest?
Talent Brand Reach
30,000
members
xyzCo's
Talent Brand Index
=
18%
Talent Brand Engagement
Talent Brand Reach
Talent Brand Engagement
5,400
members
Talent
TALENT SOLUTIONS
31. Resources
For employer branding best practices from industry leaders, go to:
talent.linkedin.com/employer-brand
For a new way to measure your talent brand, see
talent.linkedin.com/talentbrandindex
To stay up to date on the latest research and insights from
LinkedIn, follow @hireonlinkedin on Twitter and subscribe to our blog:
talent.linkedin.com/blog
For more information on your own Talent Brand Index and LinkedIn
Solutions, please contact your Relationship Manager, Eden Shaffer.
TALENT SOLUTIONS
33. Methodology
Surveyed 3,028 recruiting professionals globally with a LinkedIn profile
All respondents:
work in a corporate HR/recruiting setting
represent an even mix of small, midsize and large enterprises
have at least some budget authority
focus solely or primarily on recruitment
Respondents by country:
UNITED STATES 755 CANADA 299 BRAZIL 226 SPAIN 100 UK 334 ITALY 99 GERMANY 97 NETHERLANDS 226 NORDICS 113 INDIA 255 AUSTRALIA 280
33
TALENT SOLUTIONS
Notes de l'éditeur
All roads lead to employer brandTop obstacles: Lack of awareness or interest in our employer brandBiggest concern about competitors: # 1 concern was Invest in their employer brandTop long-lasting trends: Upgrading employer branding
How can we measure your employer brand? We start by looking at the reach and engagement you have with external talentTALENT BRAND REACH: Includes the people who know what it’s like to work at your company—those that are familiar with your company as an employerTALENT BRAND ENGAGEMENT: Includes the subset of people within your reach who are interested in you as a potential employerResearch shows that people familiar with what it’s like to work at your company are the same people connected to and engaging with your employees on LinkedInResearch also shows that people who are interested in working at your company are the same ones who are taking that extra step on LinkedIn to learn more: browsing/applying to jobs on LinkedIn, following your company, and visiting your company and career pages.Because these activities happen on LinkedIn, we can measure them. So we can see that at xyzCo, you have XXX members within your reach, and YYY of them have engaged with you and shown an interest
We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.