how to build a highly compelling talent brand via social media
Post on 18-Oct-2014
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DESCRIPTION
I delivered this presentation to leaders in HR and communications at a Conference Board workshop on how social media is transforming HR and the workplace. The focus is on how companies of all sizes can develop a strong employer brand (or 'talent brand') and promote/amplify it most effectively via social channels. Virtually everything discussed here is free - the only investment is time!TRANSCRIPT
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How to Drive a Highly Compelling Talent Brand Through Social Media Leela Srinivasan | Director of Marketing | LinkedIn Talent Solutions
The Conference Board | January 2014
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It’s official: we’re obsessed with talent brand
84% Agree that talent brand
has significant impact
on ability to
hire great talent
talent.linkedin.com
70%
Prioritization of talent brand
(by company size)
Agree talent brand is a
top priority for their
organization
69%
65%
70%
75%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
Source: LinkedIn 2013 Global Recruiting Trends survey
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3 clear reasons to invest
Lower cost per hire by up
to 50%.
Reduce employee
turnover by up to 28%.
Influence the conversation
with candidates.
94% of companies
increased or
maintained their talent
brand investment in
2013.
Source: LinkedIn 2011 research on value of employer brand;
2013 Global Recruiting Trends survey talent.linkedin.com
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Talent Brand: employer brand on
social steroids
Your talent brand is the
highly social, totally public
version of your employer
brand that incorporates what
your talent – past, present
and potential - thinks, feels
and shares about your
company as a place to work.
talent.linkedin.com
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The rise of social platforms for talent brand
2012 2013
Company website 85% 79% -6%
Friends/family, word of mouth 63% 61% -2%
Online professional networks (e.g. LinkedIn) 47% 54% +7%
Social media (e.g. Facebook, Twitter) 43% 45% +2%
Public recognition/awards (e.g. 'Best Places to Work') 27% 30% +3%
Traditional Job Boards 35% 26% -9%
Public relations efforts 23% 25%
YouTube videos 13% 12%
Glassdoor 10% 11%
Print ads 11% 9%
Increase (+)
Decrease (-) Top 10 Channels to Communicate Your Talent Brand
talent.linkedin.com Source: LinkedIn 2013 Global Recruiting Trends survey, US only
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Social or not, the same
principles still apply
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5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
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5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
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“In God we trust.
All others bring data.”
- William Edwards Deming
Examples:
- Industry facts and figures
- Social footprint vs peers
- Talent flows – where are you winning and losing?
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Buy-in often starts with small wins
“I probably delivered the same deck 40 times, sometimes to the same audience. You will feel like a broken record but it doesn’t sound like that on the other end.”
Kara Yarnot SAIC
SAIC turns to data to
ease concerns
Challenge: fear of poaching.
Approach: Presented the unchanged
pre- and post-attrition rates to
leadership.
Result: Leadership bought in it, built
their own profiles, and even became
active themselves.
talent.linkedin.com
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5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
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When listening, avoid death by survey
talent.linkedin.com
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Listening makes all the difference
Strategic annual survey use
Challenge: Keeping employees engaged in a
connected world.
Approach: Via annual survey, JPMorgan asked
what employees need/ want in order to stay. Top
answers: mobility and development opportunities.
Result: Launched extensive internal mobility
program.
• In 10 months, internal hire rate rose by 5%
• Ranked #1 in Europe and #2 in the US in
Vault’s 2013 Best Places to Work for Internal
Mobility rankings.
Ellie
Shephard Global Recruiting
Program Manager,
Vice President
talent.linkedin.com
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5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
• Be real
• Be personal
• Be consistent
• Set goals
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Authenticity is everything
talent.linkedin.com
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Promise what you can deliver
Promise what you can deliver
Challenge: Talking about work-life
balance at a professional services firm.
Approach: Shifted focus from work-life
balance to “flexibility” - just as valuable,
much more realistic.
Result: Believable talent brand, internally
and externally. Danielle Bond, CMO
talent.linkedin.com
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5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
• Be real
• Be personal
• Be consistent
• Set goals
• Polish at
individual &
company level
• Lead by
example;
leverage team
• Go multi-
touchpoint
and targeted
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19
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Jason Seiden, CEO, Ajax Workforce Marketing
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P.O.P. Profile Optimization Project
Before
talent.linkedin.com
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New professional
photo
Summary section
with rich media
New headline
Increased reach
After
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Built out work history
with rich media
Added Volunteers &
Causes Section
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Added more
skills
Rich media in
Education section
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Spruce up your company presence
(on LinkedIn and elsewhere)
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Don’t over-target!
Profile data is rich (but
also user-generated)
Use Targeted Status Updates
71% of company followers on
LinkedIn are interested
in career opportunities
talent.linkedin.com
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As with other social platforms, incorporate
visuals to drive engagement
27
Images result in a 98% higher comment rate
YouTube video links drive a 75% higher share rate
talent.linkedin.com
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How to be the world’s most interesting
company on LinkedIn
28
• Be concise and snappy
• Include a clear CTA
• Consider thoughtful questions
• Develop an ed cal; mix it up
talent.linkedin.com
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PULSE (LINKEDIN TODAY)
PRODUCT LAUNCHES
INDIVIDUAL BLOG
GOOGLE ALERTS
INDUSTRY
PUBLICATIONS
THOUGHT LEADERS
PHOTO
INTERNAL COMMUNICATIONS
HIRING TEAM
POP CULTURE
YOUTUBE
HUMOR
TEXT THE IDEAL
@leelasrin talent.linkedin.com
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We all need a little humor. Even in a professional
context.
30 @leelasrin talent.linkedin.com
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HR and marketing must lead the way
talent.linkedin.com
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Help your team shine on social platforms
Path 1: train global employees at scale
• “SMaC University” (Social
Media and Communication)
• Global certification program
with structured classes
• Strong exec support
• 5,000 trained since mid-2010
Path 2: take a brown bag approach
• Went low-budget, grassroots
route
• Got exec buy-in on brown bag
lunches for hiring managers
• Helped employees overcome
anxieties about what to say on
profiles
talent.linkedin.com
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Unleash your best storytellers
Brett Wallace, Director of Sales
3 weeks on SlideShare, 113K+ views
Today: 260K+ views
talent.linkedin.com
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Go multi-touchpoint, multi-channel
Twitter Facebook YouTube SlideShare Pinterest
talent.linkedin.com
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5 steps to a highly social talent brand
STEP 1
Get
buy-in
STEP 2
Listen
and
learn
STEP 3
Craft
your
approach
STEP 4
Promote
and
engage
STEP 5
Measure
and
adjust
talent.linkedin.com
• Start at the
top
• Arm yourself
with data
• Bring partners
to the table
• Audit
• Do your
research
• Be real
• Be personal
• Be consistent
• Set goals
• Polish at
individual &
company level
• Lead by
example;
leverage team
• Go multi-
touchpoint
and targeted
• Leverage
social data
• Leverage
Talent Brand
Index
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If you don’t measure it, you can’t manage it
only one out of three
talent.linkedin.com
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Sample metrics
Key indicators of talent brand success
• Your offer acceptance rate goes up
• Employee retention increases
• Internal surveys confirm your employees are excited
In-house
• Traffic to your employee video stories goes up
• You double the number of employees with an optimized social presence
Online
• Your Talent Brand Index score rises versus your peers and in the
segments that you care most about
Talent Brand Index
talent.linkedin.com
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What percent of people who know about you are interested in you as
a place to work?
Talent Brand
Engagement
Talent Brand
Reach
Talent
Brand
Index
How Talent Brand Index works
Talent Brand
Reach
1,873,354 members
Talent Brand Engagement
264,362 members
=
Benchmark your score, e.g. v.s key competitors
talent.linkedin.com
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For further inspiration
www.slideshare.net/culturecode http://talent.linkedin.com/blog