11. Start the conversation
Proactively bring those hard-to-reach
candidates into your funnel
Win them over with content that
matters to them in a voice they can
From followers to candidates through
outreach for the right opportunities
The right people, efficiently
How Talent Brand works for Talent Acquisition
14. 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.
The Emergence of Talent Brand
15. Lower cost per hire by
up to 50%.
turnover by up to 28%.
Influence the conversation
with candidates. If you
don’t, someone else will.
of companies increased
or maintained their talent
brand spend in 2012.
Source: What’s the Value of your Employment Brand? lnkd.in/valueofEB
3 reasons to invest in your talent brand
16. • Use Talent Brand
Index to prioritize
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling
• Bring partners to
• Audit existing
• Do your research:
who, what, when,
where & how
• Upgrade profiles
• Leverage your
Work with Us
• Brand via Jobs
• Build out your
hub – Company
• Use targeted
and APIs to
Five steps to a strong talent brand
17. Look in the mirror.
Make sure that what you do (and don’t do) is
what you’d like employees to emulate.
Empower your employees.
Lay out the goals and show them a clear, easy
path to action.
Inform your leadership.
Use data to gain support, ease concerns, and
help explain your choice of platforms.
Target your messages.
The more relevant your message is to a
particular audience, the greater its impact will be.
Make your culture shine.
It’s never just about jobs. Focus on your people –
their stories and emotions.
For amplified results, find creative ways to get more
people talking about your company’s great culture.
Bold and colorful images, graphics, charts, and
videos can bring your brand to life.
Don’t bite off more than you can chew.
Show that your efforts are scalable and sustainable
on one platform before moving on to another.
8 golden rules to promote and protect your talent brand
Step 4: promote and engage,
following these rules
18. Avoid overly-creative job titles.
Tie the job to your LinkedIn Company Page.
Give high-priority positions extra oomph
with Sponsored Jobs
of job applications on
LinkedIn are via paths
other than search ART
Use your job post as a talent brand vehicle.
Showcase the position’s impact.
Try a conversational tone.
Craft job posts for passive AND active candidates
19. Think visually.
Use bold images to give a real-world
glimpse into your organization.
Whatever you say, keep it brief. online,
where attention spans are shorter.
You’ll be able to engage candidates more
deeply if they hear real people tell their
Adapt your content to viewers based on
their LinkedIn profiles. Target based on
job function, industry, geography, etc.
Make sure your Career Page has a clear owner!
Create a strong hub via Company and Career Pages
27. Of new hires followed their company
On average members start following a
company 10 months before being hired
28. of survey respondents are more likely to
consider the products & services of the
companies they follow
29. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
Producing information that engages
your target audience to educate and
Success in marketing today is not
based solely on quantity; quality of
engagement is essential.
35. • Instead of being hunted
and leaving, socially
engaged employees like to
stay at your company
• That’s because they are
more optimistic about the
companies future and
because they are more
• Shortly put: it’s because
you’re nurturing the
37. Your employees’ social networks are over 10x
larger than your company’s followers
While only 2% of employees share your
company’s social content, they’re responsible for
20% of your overall social engagement
A small group of people drive big results
38. Every 6 pieces of content
a LinkedIn member shares, it influences
company page views
company page followers
What can we create? (own branded content)
What content can we share? (external content)
Who is responsible for what types of content?
When are certain topics more relevant?
Who will be responsible for following up?
Creating a content calendar
46. 1. Check out your profile and those of your colleagues.
2. Figure out what you need to say and to whom.
3. Start posting content to those different audiences.
4. Reach outside of your existing Followers.
5. Build awareness at scale, engage at scale and convert at scale.
5 things to do today!