employer branding week1

Talent Solutions

Employer Branding Week

TALENT SOLUTIONS

What does best-in-class talent brand strategy look like?

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From Strategy to Execution

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Key themes among our most strategic clients

Identify your core target segments1

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Narrow down your TG by business analysis

The talent that matters to your business

The talent that’shard to attract

today (vs peers)

Go Big with Proactive Branding Efforts

Implement the 80/20 rule

Business, HR & Talent Acquisition partnership is key to determine priorities

TALENT SOLUTIONS

Narrow down your TG by business analysisBusiness, HR & Talent Acquisition partnership is key to determine priorities

Target Audience TG1 TG2 TG3

Seniority

Function

Geo

Industry

Companies

Skills

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You can’t be EVERYTHING to everyone!

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Key themes among our most strategic clients

Identify your core target segments

Build your authentic EVP for those segments

1

2

TALENT SOLUTIONS

Build key employer brand themesBusiness, HR & Talent Acquisition & Marketing to determine key themes

ThemesTG

Career Growth

Diversity Innovation

TG1 (Engineers in India)

TG2 (Senior Leadership across Geos)

TG3 (Alumni in India)

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Content is KING!

TALENT SOLUTIONS

Key themes among our most strategic clients

Identify your core target segments

Build key brand themes to address those segments

Build quality content that resonates with your TG

1

2

3

TALENT SOLUTIONS

ThemesTG

Career Growth

Content Diversity Content Innovation Content

TG1 (Engineers in India)

Banner AdsAlumni speaks

Contests

TG2 (Senior Leadership across Geos)

Video testimonialsWhite papers

Blog PostsIndustry surveysGroups

TG3 (Alumni in India)

Banner AdsTargeted Mailers

Building a content calendar

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Sapient Content Strategy

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Now let’s shout! But where?

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Key themes among our most strategic clients

Identify your core target segments

Build key brand themes to address those segments

Build quality content that resonates with your TG

1

2

3

4 Adopt targeted channels to socialize your Employer Brand

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GTM channels for your Employer Brand

Targeting

Context

Call to ActionMeasure

Reach

WWU optimizes your Employer Brand for performance

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Step 3: craft your approach – right brand, right success metrics

REAL

CONSISTENT

PERSONAL

BRAVE

Strategic focus on labor segment opportunities

Challenge: Change employer brand perception. Typically perceived as an hardware employer, create awareness about software career opportunities at Intel

Approach: Create a software talent pool, drive conversations and build relationships

Result: Access to an untapped and inaccessible pool of quality software talent

Richa Telang, Recruitment Channels Manager - Greater Asia, Intel

talent.linkedin.com

TALENT SOLUTIONS

Measure Me, It is only a good thing!

Measure

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Begin with the end in mind

Sample goals for your talent brand program

• Increase offer acceptance rate by X%

• Reduce attrition by X%

• Improve employee survey ratings by X%

• Increase baseline familiarity with your talent brand in external surveys by X%

• Double the number of employees with an optimized social presence

• Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions

Measure

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How Talent Brand Index works

Talent Brand Reach

1,873,354 membersViewing employee profiles

Connecting with your employees

Talent that is interested in you as an employer

Researching company andcareer pages

Following your company

Viewing jobs and applying

Talent BrandEngagement

264,362 members

Talent that’s familiar with you as an employer

Measure

TALENT SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved

We can compare your Talent Brand Index vs peers

24

Employer of choice

Weaker talent brand

107Peers:ABCDEFGH

• I

of

Measure

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TBI highlighted in the annual report of SCB

Standard Chartered Bank mentioned the importance of LinkedIn followers, TBI, and ‘Most In Demand Employer’ scores in their recent annual report to investors. Here is a direct extract from their annual report that was just published:

“We have also strengthened our presence on LinkedIn, almost doubling our followers. We scored 22 per cent on the Talent Brand Index, LinkedIn’s measure of the strength of an organization’s brand as an employer. This was more than double that of our closest peers. As a result of our strong employer brand, we were ranked as the 11th ‘most in demand employer’ by Finance & Accounting professionals across the globe, in LinkedIn’s inaugural Most InDemand Employers index”

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Let’s now put our thinking caps on!

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CEO

HR Head

TA Head

Marketing Head

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Case Study!

15 Mins: Reading20 Mins: Discussion on Questions in the case study10 Mins: Consolidation & Conclusion