The document summarizes the key topics from a talent brand workshop for UK retailers, including: - An overview of how consumer brands and talent brands differ and how social media can be used for talent branding. - Research on how awareness and perception of a company's consumer brand impacts consideration of working there, but the employer brand has twice the impact. - An analysis of the IT and digital talent pool in UK retail/consumer goods, including its size, locations, demographics, companies followed, and interests. - Common challenges for retailers in attracting and engaging talent.

1. Talent Brand Workshop for Top UK Retailers

3. Agenda
Talent Brand vs. Consumer Brand
Talent Pool: Technology in Retail
Harrods: Using Social Media for
Talent Branding
Students on LinkedIn 3

4. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe

6. Talent Brand Attributes
#talentbrand

7. The beauty of talent brand is
you don’t need everybody to know
your name. Only the right people.
#talentbrand

8. What does it mean to work
for your organization?

9. 9

10. We spoke to over 7000 LinkedIn members to
understand the link between consumer and
employer brands:
Consumer Brand Questions
a) How aware they were of a company’s products and services (“Knowledge of
Company Brand”)
b) b) Their impression of a company’s products and services (“Impression of
Company Brand”)
c) c) Likelihood to purchase company’s products and services (“Purchase Intent”)
Employer Brand Questions
d) How aware they were of a company as a place to work (“Knowledge of Employer
Brand”)
e) Their impression of a company as a place to work (“Impression of Employer
Brand”)
f) Their likelihood to consider working at a given company (“Job Consideration”)

11. A strong consumer brand certainly does not
hurt in attracting top talent
©20
12
Link
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Cor
pora
tion.
All
Righ
11

12. Overall brand impacts job consideration,
though not as much as employer brand which
is twice as likely to drive job consideration
©20
12
Link
edIn
Cor
pora
tion.
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Righ
12

13. IT & Digital Talent in the Retail &
Consumer Goods Industries
Talent Pool
May 2015

14. A world of insights can be gathered from
LinkedIn’s 364 million members – the
world’s largest professional network

15. Where is this talent pool
located?

16. We analysed the retail and consumer goods market
on LinkedIn using the following criteria filters:
Retail & Consumer Goods
Industries: Apparel and fashion,
Consumer goods, Consumer
services, Dairy, Farming, Fishery,
Food & beverages, Food production,
Luxury goods and jewelry,
Restaurants, Retail, Sporting goods,
Supermarkets, Tobacco, Wholesale,
Wine and spirits
Industries
United KingdomGeography
16
IT, Engineering
OR
(Business Development, Consulting,
Marketing, Media & Communication,
Product Management, Program/
Project Management) AND IT &
Digital Skills*
Function & Skills
* See Appendix for skills list

17. Globally there are 664K+ members in this talent
pool – 6% are in the UK
17
Global
664K+
members
EMEA
182K+
members
United Kingdom
39K+
members

18. There are 39K members in this talent pool in the UK
with most of this talent pool residing in London
18
Size of bubble =Supply
Red is high demand, Green is low demand

19. LinkedIn can help assess supply and demand for
talent across regions
19
 LinkedIn recruiter activity
and member data are used to
measure supply and demand
for the talent pool you’re
interested in
 Higher demand index means
that professionals are receiving
more contact from recruiters
than peers in other regions

20. Birmingham and Peterborough have lower demand
relative to supply of this talent pool
20
High Demand
Hidden Gems
Saturated
Peterborough, UK

21. What are some key attributes of
this talent pool?
21

22. These professionals tend to be loyal to their
companies – spending an average of 5+ years at each
22
Average Years
Experience
14
years
Average # of
Companies
2.6
companies
Average Years per
Company
5
years

23. Of these 39K members, 16K (41%) have
worked in companies not in Retail & FMCG
industries
23
% of the 16K that have worked in other industries
27%
13%
9%
8%
8%
8%
5%
4%
information technology and services
marketing and advertising
computer software
internet
financial services
telecommunications
higher education
banking
% who have
worked in this
industry

24. What are these members doing
on LinkedIn?
24

25. Connect & Communicate
60% network with other
professionals
These professionals are engaging across many
touch points on LinkedIn
Note: out of members who were active in the last 3 months 25
64% learn about what other
colleagues are doing
Research People & Companies
Professional Insights
69% are staying up to date
on industry discussions
Viewing Jobs
32% are actively learning
about career opportunities

26. This talent pool is predominantly following tech
companies and companies within the retail and
consumer goods industries
26
Top followed companies of non-employees
(by volume)
Google
ASOS.com
John Lewis
Apple
Marks and Spencer
Microsoft
Unilever
Tesco PLC
Burberry
Selfridges
THE NET-A-PORTER GROUP
Sainsbury's
Waitrose
Arcadia Group Ltd
Nestlé

27. What is this talent pool
interested in?
27

28. This talent pool is engaging with a diverse set of
topics relevant to their industry
28
Trending Topics
by Shares YTD Example Articles per Trending Topic
• Sainsbury's to create 300 jobs at new 'Technology Hub' in
Coventry
• In the spotlight: CIO of online luxury retailer Net-A-Porter Group
talks shop
• The CMO.com Europe Interview: Fiona Wallin, Head Of Digital,
NotOnTheHighStreet.com
• How to Improve Title Tag CTR by 20%+ - Siege Media
• Tesco launches Google Glass app to complement digital
experience
• Case Study: Moss Bros Suits Up for Omni-Channel Payments
Retail
Online Advertising
E-commerce

29. What are your top challenges?
Results from CheckIn
0 5 10 15 20 25 30
Elevating Employee Engagement
Reducing Cost toHire
Reducing Time to Hire
Content Strategy
Building Brand Awareness
Attracting the Right Talent
Top Challenges

30. Building a Talent Brand

31. Background

32. Our History

33. Our History

34. Seeing Initial Results

35. Employer Brand Hubs
Twitter LinkedIn
Company
Page
Dedicated
Pages
Website
Employee
Activity

36. Our Goals

37. Content Calendar
People Plans Brand Positioning Yearly Content
Calendar
Marketing Calendar

38. Content Updates

39. Media Campaign

40. Results
Media Campaign performed at 12x industry average…
97% increase 105% increase

41. Key Takeaways

42. Thank You

43. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe

44. ©2015 LinkedIn Corporation. All Rights Reserved. 44

45. Appendix

46. IT & Digital Skill Clusters Used
.NET and other Microsoft Application Development
Algorithm
Application Packaging
Architecture and Development Framework
C/C++
Cloud and Distributed Computing
Computer Network and Network Administration
Database Management and Software
Digital and Online Design and Publishing
Digital and Online Marketing
Java Development
Mac, Linux and Unix Systems
Middleware and Integration Software
Mobile Development
Perl/Python/Ruby
Product Development and Management
Scripting Languages
SEO/SEM Marketing
Social Media Marketing
Software Modeling and Process Design
User Interface
Web Programming