Etienne Tremblin  Media Solutions Consultant

  LinkedIn

Promote & Engage: Ways To Amplify Your Talent Brand

  Sarah Penrose  Global Talent Acquisition Marketing Manager

  British American Tobacco

#intalent

Agenda

Define

Leverage

Amplify

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2

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Define

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The Building Blocks of Your Brand

Talent Brand

Employer Brand

Employer Value

Proposition

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Why you should invest in your talent brand

Lower cost per hire by up to 50%.

Reduce employee turnover by up to 28%.

Influence the conversation with candidates.

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STEP 1Get buy-in

STEP 2Listen and learn

STEP 3Craft your approach

STEP 4Promote and engage

STEP 5Measure and adjust

Let your talent brand journey begin!

True

Credible

Attractive

Distinct

Sustainable

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Your culture is your brand– Tony Hsieh CEO Zappos.com

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Does everyone who works at British American Tobacco smoke?

Leverage your assets

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What makes good content

LINKEDIN TODAY

DEPARTMENT BLOG

INDIVIDUAL BLOG

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2

3

PHOTO

INTERNAL COMMUNICATIONS

HIRING TEAM

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5

6

GOOGLE ALERTS

INDUSTRY PUBLICATIONS

THOUGHT LEADERS

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POP CULTURE

YOU TUBE

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HUMOUR

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What makes good content

Including a link can drive twice the

engagement than posts without links

Images on average result in a 98%

higher comment rate

Links to YouTube videos play directly in the LinkedIn feed and typically results

in a 75% higher share rate

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Leverage your existing content and streams

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Your employees are your best ambassadors

Encourage ‘Share and Tell’

Develop and communicate Social Media Guidelines

Bring cross-functional teams together

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Influence your stakeholders

Amplify

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Engaging, friendly picture

Links

Arresting summary

Descriptive headline

It all starts with the profile

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Spruce up your Company Page

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Use Targeted Status Updates

Mix it up

Have a plan

Stay on brand

Sponsor your updates

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Launch your Career Page

Think visually

Think digitally.

Think video

Think customised

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Amplify your Talent Brand through Jobs

ART

Avoid overly-creative job titles.

SCIENCE

Tie the job to your LinkedIn Company Page.

Give high-priority positions extra oomph.

Use your job post as a talent branding vehicle.

Showcase the position’s impact.

Try a conversational tone.

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Promoting your talent brand beyond LinkedIn ASOS

2,645,000

LIKES

548,000

FOLLOWERS

2,255,000

FOLLOWERS

1,000,000

FOLLOWERS

780,000

VIEWS

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Key indicators of talent brand success

In-house

Online

Talent Brand Index

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Talent Brand Index

Talent Brand Reach

Talent

Talent that’s familiar with you as an employer

Talent Brand EngagementTalent that is interested in you as an employer

Researching company and career pages

Following your company

Viewing jobs and applying

Viewing employee profiles

Connecting with your employees

1,556,590members

members

241,457

Talent Brand Index 16%

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BAT Talent brand index progression

Aug 12 Sept 12 Oct 12 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 June 13 July 13 Aug 130%

2%

4%

6%

8%

10%

12%

14%

16%

6% 6% 6% 6% 6% 6%7% 7%

9%

11%

13%

14%

16%

Key Takeaways

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Key takeaways

Be authentic

Be experimental

Be clued-up

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Q&A