the quest to quantify: measuring the impact of your talent brand | webcast
TRANSCRIPT
The Quest to Quantify: Measuring The Impact of
Your Talent Brand
@EdNathanson www.redpilltalent.com
This is your audience without awareness of your Employer and Talent Brand
First things first…..
Step 1: Learn the Language
Employer Brand How you, the employer, promote your company as a place to work.
Talent Brand The highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about the organiza@on as a place to work.
Sorry – but this is yesterday folks
Today
1 LinkedIn Global Talent Trends 2015, May 2015. hIp://linkd.in/1LFQmL9
50% of global professionals discover new job opportuni9es through word of mouth.1
“This place is sweet – pass it on”
The Funnel - what it should be vs what we all do
This stuff matters – big time
Corporate Responsibility Magazine asked 1,000 + people in North America about the impact of a company’s reputa@on on their willingness to accept a job offer.
93% of those currently employed would leave their current job to work for a company with a good reputa9on.
76% of people, (even if unemployed!), say they’d be unlikely to accept a job offer from a company with a bad reputa9on.
This stuff matters – big time
Corporate Responsibility Magazine asked 1,000 + people in North America about the impact of a company’s reputa@on on their willingness to accept a job offer, they learned
33% would be tempted with a much lower bump in pay if the offer came from a company with a good reputa9on.
Step 2: Find your partners
This is NOT B2B – this is B2P
Brand messaging
Video Blogs
Imagery Spotlights Career site
When talent and consumer brand work together
Your social profiles matter
One # and one destination to rule them all
One # and one destination to rule them all
One # and one destination to rule them all
One # and one destination to rule them all
It ain’t going away folks
Step 3: Measure what matters
YTD Global AOrac9on Funnel
4917 Total # of Applicants
Referrals 154
Sourced 253
Inbound 4499
Internal 11
94 Total # of Hires
Converted Hire Channel
Total # each Attraction Channel
29 25 37 3
Showing Value to the Big Dogs
A/rac1on Metrics
• Total Hires YTD – 94
• Q1 Total Hires – 37 • Q2 Total Hires – 57 • Q1 2014 – 6 • Q2 2014 -‐ 23
• Q1 Total Candidates in Pipe – 3010 • Q2 Total Candidates in Pipe – 4036 • Total Candidates in Pipe FY 2014 – 4115
• Q1 Candidate Conversion – 1.25% • Q2 Candidate Conversion – 3.03%
Branding/Engagement • LinkedIn • Twi/er • Instagram • Facebook • GlassDoor (Re-‐Branded) • Google +
• LinkedIn Impressions (6months) – 1.38m • TwiIer Impressions (6months) – 85.6K • Glassdoor Impressions (6months) – 52.5K • Monthly Employee Spotlights – Total
Collec@ve Impressions – 26.2K
Other
• Rolled out Candidate Survey for all Candidates who are Interviewed
• Candidate Ra@ng – 8.4 /10
• 8 new Glassdoor reviews this quarter – ranking currently 4.2 up from 3.9
• Latest EB Video up 1354 views this quarter to 4,502 Total views since launch.
Showing Value to the big dogs part 2 – the revenge
Before “B2P” – a one way conversa9on
AYer!
Like IPAs? Our engineering team does and had a great time brewing some last night. Want to join them next time? @curaspan
People usually dread coming to work on Mondays. Not the @CloudLock engineering team in Waltham, as evidenced by me witnessing Pinata action at 8:30 AM?! Join us!
Does it work?
CloudLock: • 256% increase in inbound applications • 44% LinkedIn follower growth • 843% growth in monthly views on GlassDoor.com • 50% increase in page views on Cloudlock Careers site • 233% increase in hires over the same time period in 2014 • BBJ Best Places to Work 2015
Does it work?
Talend: - 4,762 total inbound applicants 2014 – 3015 in Q1 2015 alone - 966% increase in hires Q1 2015 over Q1 2014 - 235% increase on monthly Glassdoor.com views - 46% LinkedIn follower growth - Q1 86 days time to fill – Q1 2015 52 decreased 40% - Top 10 Big Data Companies to work for - Forbes
Step 4: Beware of pitfalls
How to fail at this stuff - miserably
Careers site – the destination matters!
The not so good (being kind here)…..
You have no content – or if you do it’s not good
Step 5: Get started • Brand theme/messaging – # theme name for all social outlets • Video – Anchor video – Theme videos every 3 month cadence • Blogs – Employee Spotlights, blogs by execs or employees on a monthly cadence • Imagery – unleash your employees. Images taken from daily life, existing content, events, office
happenings, team outings, etc. • Spotlights – develop a cadence focusing as much on diversity as possible • Career site – tie in to # and include real images of employees in work and fun – drive people to one
place • Cadence ! • Ownership – divide and conquer with weekly meetings of channel owners
MUST BE “REAL” AND NO “CORPORATE SPEAK” This is NOT B2B – This is B2P!!!!
Some trends
Some trends
Some trends
Some trends
Some trends
Some trends
Enable your teams!
• Social lunch and learn • Orientation – start at onboarding! • Contests • Recognition • No Big Brother! • Measure Measure and Measure • Show them value to THEM : referrals, profile, employment
brand • Glassdoor – ask – don’t push
Your audience with a great talent brand!