Download - Employer branding week1
Talent Solutions
Employer Branding Week
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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
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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
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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!
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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
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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
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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
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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