marketing for talent acquisition teams | webcast
TRANSCRIPT
Connected Thinking across Recruitment and
Marketing
Talent Acquisition and Talent Branding:
2
Today’s speakers
Kristina Shedd Director, Global Hiring SapientNitro
Emily Brewer Senior Manager, Global Marketing SapientNitro
Leela Srinivasan Group Marketing Manager LinkedIn Talent Solutions
#talentbrand
PASSIONATE
PEOPLE
7000+ OFFICES
GLOBALLY CONNECTED
31 YEARS OF
CUSTOMER INNOVATION
20 COMPANY
1
2012 AGENCY REPORT:
# 1 Largest Digital Agency US
# 3 Largest Digital Agency Worldwide
# 12 World's Largest Agency All Disciplines
LEADER:
Gartner Magic Quadrant
for Global Digital
Marketing Agencies
Forrester Wave™:
Global Commerce Service Providers
US Digital Agencies – Mobile Marketing
OUR COMPANY
LEADER:
#talentbrand
WE DEFINE STRATEGIES
WE BUILD BRANDS
WE CREATE EXPERIENCES
WE DELIVER CUSTOMER PLATFORMS
WHAT WE DO
A compelling narrative.
A powerful tech engine.
#talentbrand
OUR CLIENTS
Talent Acquisition &
Talent Brand
WHERE WE WERE
8
WHAT WE NEEDED: A coordinated team
OUR TALENT BRAND
Made a decision to invest in recruitment marketing and
rebuild a program around it.
Created a strategy to re-engage with audiences both
internally and externally.
Developed compelling content around the themes that
mattered most for our employer brand.
Focused on the right messaging, making it authentic,
and making it timely.
Adapted the story to be relevant around the globe:
APAC, Europe, India and North America.
Chose the right vehicles to bring that message to the
right audience
#talentbrand
TALENT ACQUISITION
#talentbrand
FIRST THINGS FIRST
Events: Industry and Domain Specific
Employee Referrals: Our Best Source of Hires
Candidate Experience: Make it Count
Workplace Excellence: Walk the Talk
Social Media: The Usual Suspects
Culture Content: Stand Out
Thought Leadership: Best in Class
PR and Advertising: Get Noticed
Employer Brand: A can of worms…
#talentbrand
STORYTELLING: CONTENT
The kinds of information you choose to highlight will
go a long way in furthering your brand.
Move past likes and followers to engagement. It is
more meaningful.
Think about the channel before you post the content.
Be authentic.
Invest in promoting content when and where it
makes sense.
Aim for measureable results.
Make a greater investment where you see results.
#talentbrand
MAKING AN IMPACT
Progress to hiring goals is easily measured,
employer brand impact on the other hand….
Strategic investments in LinkedIn’s product suite led
to measurable results.
51% of our hires in Q4 2012 were impacted by
LinkedIn in some way.
Job postings and application clicks saw huge
improvement.
Career page views increased 5x.
Our reach grew with over 3,000 new followers per
month.
Work With Us ads drove 30% more traffic for us on
LinkedIn.
In short – there was a measurable impact on our
brand and reach.
#talentbrand
14
45 Likes
18.2K Impressions
0 Likes
9.7K Impressions
Engaging with Content
#talentbrand
-
500
1,000
1,500
2,000
2,500
# New Followers Added Per Month
8.8k Followers Sep 1st, 2012
20.2k Followers May 1st, 2013
Increased Follower Growth by Over 200%
#talentbrand
16
-
1,000
2,000
3,000
4,000
5,000
6,000
7,000
-
1,000
2,000
3,000
4,000
5,000
6,000 # Career Page Visitors # Job Apply Clicks
+5x Aug 2012 to April
2013
+10x Aug 2012 to April
2013
Increased Traffic to Career Page and Job Apply Clicks
#talentbrand
Our Brand = Our
People
Start with experience and drive with your story.
Put the right content in the right place at the right
time.
Your people = your brand.
Talent Acquisition and Marketing = Power Couple.
Employer Branding = Results.
EMPLOYER BRAND
#talentbrand
19
Q&A
Additional resources
20
lnkd.in/LIwebcasts Access our library of free recorded webcasts on employer branding, passive candidate recruiting and more
lnkd.in/gettheplaybook Get our 5 step plan for creating, launching and measuring your company’s talent brand
lnkd.in/LIsolutions Learn more about LinkedIn Recruiter, Job Slots, LinkedIn Career Pages and Work with Us