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Top tips for measuring the return on investment of your Talent Brand
strategy
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On stage today
Lindsay Brady Insights Manager
Catherine Schlieben Director of Recruitment
#intalent
@LinzliA @CSchlieben
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What is Talent Brand?
#intalent
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Today’s session
Tips for starting to build your Talent Brand strategy
Why should you care about measuring your Talent Brand?
How can you measure ROI of your Talent Brand strategy?
All sources LinkedIn surveys or data unless otherwise stated #intalent
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Why should you care about measuring your Talent Brand?
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52% of UK professionals look for opportunities in
an organisation that has a reputation as a great place to work
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Lack of Talent Brand is a big sourcing obstacle
17%
29%
35%
40%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Inability to effectively use data to improve our approach
Location
Lack of awareness of or interest in our employer brand
Compensation
Competition
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent
What are your company's biggest obstacles to attracting the best talent?
#3
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‘Lack of Talent Brand’ is becoming a bigger obstacle
23%
31%
35%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
2012
2013
2014
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent
What are your company's biggest obstacles to attracting the best talent?
+12% points
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Talent Brand is now more of an obstacle than location
10%
25%
23%
37%
45%
17%
29%
35%
40%
47%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Inability to effectively use data to improve our approach
Location
Lack of awareness of or interest in our employer brand
Compensation
Competition
2014 2012
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents #intalent
What are your company's biggest obstacles to attracting the best talent?
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61% of UK Corporate Recruiting Leaders tell us
they are investing more in employer brand than they have before
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Tips for starting to build your Talent Brand strategy
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Get buy in from key stakeholders
Start small
Agree success metrics up front
#intalent @CSchlieben @LinzliA
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Use market intelligence Help your key stakeholders understand why they should care about investing in the company’s Talent Brand
Why should your stakeholders care?
#intalent
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Use visuals Show how your company’s Talent Brand is currently represented across different channels
Why should your stakeholders care?
#intalent
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Use visuals Show how your company Talent brand is currently represented across different channels
Why should your stakeholders care?
#intalent
![Page 16: Top Tips for Measuring the Return on Investment of your Talent Brand Strategy | Talent Connect London 2014](https://reader038.vdocuments.us/reader038/viewer/2022103116/5587b461d8b42a98688b45d4/html5/thumbnails/16.jpg)
Why should your stakeholders care?
#intalent
Use visuals Show how your company’s Talent Brand is currently represented across different channels
![Page 17: Top Tips for Measuring the Return on Investment of your Talent Brand Strategy | Talent Connect London 2014](https://reader038.vdocuments.us/reader038/viewer/2022103116/5587b461d8b42a98688b45d4/html5/thumbnails/17.jpg)
Why should your stakeholders care?
How effectively is your Talent Brand represented across channels compared to competitors?
Use competitive comparisons
#intalent
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Get buy in from key stakeholders
Start small
Agree success metrics up front
#intalent @CSchlieben @LinzliA
![Page 19: Top Tips for Measuring the Return on Investment of your Talent Brand Strategy | Talent Connect London 2014](https://reader038.vdocuments.us/reader038/viewer/2022103116/5587b461d8b42a98688b45d4/html5/thumbnails/19.jpg)
Start small
Identify the right business need to address
1. Critical to the business
2. Specific targeted talent requirements
3. Short time frame for hiring
#intalent
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Get buy in from key stakeholders
Start small
Agree success metrics up front
#intalent @CSchlieben @LinzliA
![Page 21: Top Tips for Measuring the Return on Investment of your Talent Brand Strategy | Talent Connect London 2014](https://reader038.vdocuments.us/reader038/viewer/2022103116/5587b461d8b42a98688b45d4/html5/thumbnails/21.jpg)
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Agree quantifiable metrics of success up front
1. Present options available for measurement
2. Keep the list of agreed metrics short
3. Set targets both for short term and long term
There is no “silver bullet”
#intalent
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If you can’t measure it, you can’t manage it.
#intalent @CSchlieben @LinzliA
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How can you measure ROI of Talent Brand strategy?
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Let’s put these learnings into action
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Profile of hires for WorldPay
Corporate Support
Managers
Location: ü Singapore Skills: ü Relationship management ü Technical sales ü 5 years+ experience
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How can you measure ROI on Talent Brand investments?
Immediate Results
Competitive Impact
Final Outcomes
#intalent @CSchlieben @LinzliA
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How can you measure ROI on Talent Brand investments?
Immediate Results
Competitive Impact
Final Outcomes
#intalent @CSchlieben @LinzliA
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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
#intalent
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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
#intalent
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How can you measure ROI on Talent Brand investments?
Immediate Results
Competitive Impact
Final Outcomes
#intalent @CSchlieben @LinzliA
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Talent Brand Index is a measure of the effectiveness of engaging your target talent
Talent Brand Reach Talent that’s familiar with you as an employer
Talent Brand Engagement Talent that is interested in you as an employer
o Viewing employee profiles o Connecting with your employees
o Researching company & career pages o Following your company o Viewing jobs and applying
905K members
163K members
Competitive Impact
#intalent
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WorldPay has a Talent Brand Index of 18% globally
Talent Brand Reach
Talent Brand Engagement
WorldPay Talent Brand Index Talent Brand Reach Talent Brand Engagement
905K members
163K members
= 18%
Competitive Impact
#intalent
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WorldPay has a strong Talent Brand Index of 44% in Singapore
Talent Brand Reach
Talent Brand Engagement
WorldPay Talent Brand Index Talent Brand Reach Talent Brand Engagement
12,795 members
5,664 members
= 44%
Competitive Impact
#intalent
Singapore
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Talent Brand Index has increased Singapore ……and is now ahead of peer average
Competitive Impact
6% 6% 7% 8% 10% 11%
70
29%
44%
52%
0%
10%
20%
30%
40%
50%
60%
#2
Talent Brand Index #intalent
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0
2000
4000
6000
8000
10000
12000
14000
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
The success in Singapore also increased Talent Brand engagement in Asia
Competitive Impact
Talent Brand Engagement Volume #intalent
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How can you measure ROI on Talent Brand investments?
Immediate Results
Competitive Impact
Final Outcomes
#intalent @CSchlieben @LinzliA
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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
#intalent
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Final Outcomes
Investment in Talent Brand drove strong results & high return on investment for WorldPay
Time to Hire
Cost of Hire
Agency Usage
-25% -30% now 8% #intalent
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How can you measure ROI on Talent Brand investments?
Immediate Results
Competitive Impact
Final Outcomes
#intalent @CSchlieben @LinzliA
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What have I learnt from this initiative?
Share results on the wider impact outside of
placements
Invest time before you begin
Align your recruitment process
#intalent @CSchlieben @LinzliA
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