This document discusses how developing a strong talent brand can provide various benefits to companies, including speeding up hiring, improving quality of hires, and enhancing employee retention. It notes that companies with strong talent brands receive 3x more job applications, have a 56% higher acceptance rate from candidates, and experience 20% faster hiring. Additionally, these companies hire candidates with 32% more recommendations and have 28% lower turnover. The document advocates understanding a company's talent brand from multiple perspectives and provides discussion questions to audit internal and external perceptions of the brand. It also outlines a five-step approach to build a talent brand through gaining buy-in, listening to feedback, crafting a strategy, promoting the brand, and measuring results.

1. WHAT IS YOUR BRAND KNOWN FOR?
Did you know that 69% of job seekers would not take a job with a company
with a bad reputation, even if they were unemployed?*
A STRONG TALENT BRAND SPEEDS UP TIME TO HIRE
Companies with a strong Talent
Brand have 3.0x more applicants
per job post on LinkedIn
These same brand-leaders also
have a 56% higher inMail
acceptance rate from handpicked
candidates
They also have a 20% increase in rate of hire
… AND ALSO IMPROVE QUALITY OF HIRE, DELIVERING BETTER
CANDIDATES
Companies with a strong Talent
Brand hire stronger candidates
with 32% more recommendations
than peers
3 in 4 global TA leaders believe
Talent Brand has significant
impact on their ability to hire
great talent
… AND FINALLY, IT ALSO IMPROVES EMPLOYEE RETENTION
Companies with strong Talent Brands have 28% lower turnover
rates than peers with weaker employer brands
TALENT BRAND:
WHY DOES IT MATTER?
*From Glassdoor’s “50 HR & Recruiting Stats That Make You Think”, 2015

2. How do employees describe your
talent brand in 3 words?
How do candidates describe your
talent brand in 3 words?
How do you describe your talent brand in
3 words?
TALENT BRAND:
UNDERSTANDING YOUR TALENT
BRAND IN 3 WORDS
ARTICULATE
COMMUNICATE
WHAT IS YOUR BRAND KNOWN FOR?
AMPLIFY
Did you know that 69% of job seekers would not take a job with a company
with a bad reputation, even if they were unemployed?*
*From Glassdoor’s “50 HR & Recruiting Stats That Make You Think”, 2015

3. TALENT BRAND:
UNDERSTANDING YOUR TALENT
SAMPLE DISCUSSION GUIDE
Goal: Understand what they want their brand to look like
Sample questions
• How do you push this message out to the market?
• How does this resonate with your target talent?
• How does this differentiate you from the competition?
Goal: Understand how their brand is perceived by the market
Sample questions
• What do ideal candidates already know about your talent
brand?
• Is your talent brand a big pull factor when contacting
candidates?
• How does this compare to direct & adjacent competitors?
Goal: Understand what their internal perception of their
brand is
Sample questions
• How do your employees act as brand ambassadors for
your brand?
• Which channels do employees use to amplify your EVP?
• How do you leverage employee voice in the candidate
experience?
SHOW THEM THE GAPS & MISMATCH BETWEEN HR, EXTERNAL AND INTERNAL
BRAND PERCEPTION – AND HOW LINKEDIN CAN HELP!
Did you know that 69% of job seekers would not take a job with a company
with a bad reputation, even if they were unemployed?
ARTICULATE
COMMUNICATE
AMPLIFY

4. 5. MEASURE & ADJUST
4. PROMOTE & ENGAGE
3. CRAFT YOUR APPROACH
2. LISTEN & LEARN
... AND LINKEDIN CAN ALSO PROVIDE CONSULTATION &
ADVICE ON YOUR TALENT BRAND.
1.
Socialise the value of talent brand with your leadership
Partner with other functions, like marketing, to craft a strategy
Gather employee & candidate feedback on your talent brand
Audit existing branding materials & channels across business
Four principles: be real, be personal, be brave, be consistent
Set goals that will impact the candidate & employee experience
Upgrade your employees’ profiles and amplify your brand
Target your messages to talent pools, with visuals & media
Track your Talent Brand Index through LinkedIn
Measure internal metrics like offer acceptance & retention
HOW DO YOU BUILD
A TALENT BRAND?
GET BUY-IN
Did you know that 69% of job seekers would not take a job with a company
with a bad reputation, even if they were unemployed?*
*From Glassdoor’s “50 HR & Recruiting Stats That Make You Think”, 2015

5. LINKEDIN CAREERS PAGES:
WHAT’S THE RETURN ON INVESTMENT?
AWARENESS:
BEING TOP OF MIND WITH CANDIDATES
5
On average, LinkedIn
members view 5 LinkedIn
Careers Pages when they
consider their next job
opportunity
1
1 in 4 viewers become
Followers, who choose to
receive updates on your
Company updates & job
opportunities
4IN
ENGAGEMENT:
ENABLING CANDIDATES TO EVALUATE OPPORTUNITIES
2.4x 17% 60%
Your Career Page viewers are
2.4x more likely to accept your
recruiters’ outreach via inMails
On average, candidates are
17% more likely to view Jobs
when viewing your Careers
Page
On average, candidates are
60% more likely to apply to Jobs
when viewing your Careers
Page
ACTION:
INFLUENCING HIRES & CANDIDATES
24% 24% of hires were already followers prior to being hired*
14% Clients investing in LinkedIn Careers Pages experience an average 14%
increase in inPact (LinkedIn return-on-investment), compared to clients without
a Careers Page
* based off a campaign length of 3-4 months

6. LINKEDIN CAREERS PAGES:
THE BENEFIT OF DYNAMIC PAGES
5
+ 2,600 additional LinkedIn
Careers Page viewers
during the traffic driver
campaign
47
The traffic drivers and
customised content drives a
47% increase in conversion
from viewers to followers
AWARENESS:
BEING TOP OF MIND WITH CANDIDATES
+2,600
ACTION:
ENABLING CANDIDATES TO EVALUATE OPPORTUNITIES
31%
The dynamic LinkedIn Careers Page also positively impacts hiring, as
31% of hires were already followers prior to being hired *
12% Clients using dynamic Careers Pages see an increase of 12% of followers
hired, compared to static Careers Pages
* based off a campaign length of 3-4 months
ACTION:
ENABLING CANDIDATES TO EVALUATE OPPORTUNITIES
+1,600
+ 1,600 new Followers
acquired during the traffic
driver campaign
Job viewers are 70% more
likely to apply to the Job,
having viewed the dynamic
Careers Page
On average, LinkedIn
members view 5 LinkedIn
Careers Pages, how will
you stand out?
On average, companies moving from static to dynamic can expect… *
70%

7. LEARN WITH LINKEDIN
TOP TALENT BRANDERS: SOUTHEAST ASIA
James Loo
SVP, Talent Acquisition, DBS Bank
“We share stories that help change perceptions of what it’s like to work at a bank.
For example, showcasing our DBS hackathons that connect start-ups with our
employees presents a refreshing change to how we approach talent development.
People are most interested in what makes us different!”
Ivan Tan
SVP, Corporate & Marketing Communications
at Changi Airport Group
“Very often, prospective employees want to see the human side to an organisation and
imagine what it’s like to work there. At CAG, people are our greatest asset, and by
telling their interesting and diverse stories, we tell the larger CAG story – of the exciting
career opportunities and the fun of working at the world’s best airport. For our
employees, this empowers them to become proactive corporate brand ambassadors,
inculcating a strong sense of pride and belonging to the CAG family.”
Daryl Tay
AVP, Group Corporate Communications,
OCBC Bank
“We are focused on humanising our brand through our people and values. We
share our employees’ stories, and also find existing content online that resonates
with OCBC culture, like “top ten tips for work-life balance” – and we repurpose
what’s already out there with our own flavour!”
Chek Wee Foo
Group HR Director, Zalora
“The most engaging content are those that give a “behind-the-scene” insights into
Zalorians’ work life. For example, highlights of our colleagues’s work as a software
developer or designer works well. Videos of our regular office and annual parties work
even better. There is no secret sauce but if were to offer one, it would be to keep
content meaningful to your target audience. Indeed, LinkedIn connects us to the right
people and it gives us a stage to put our best foot forward.”
“Tailor your content to what people are interested in, not just what you want to
promote. Candidates want to know what they're in for in a job or company. Lastly,
engage your candidates by sharing information, before, during and after the
campaign or event takes place."
Melissa Ho
Digital Marketing Specialist, Panalytical