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Meet your presenters
Daniel Sanders
Talent Brand Consultant
LinkedIn
Paul Wheeler
Relationship Manager
LinkedIn
The Quest to
Quantify
Measuring the
Value of Your
Brand
46% of Recruitment Agencies
do not monitor their social
activities in any way
Work Trends Study 2015, Addecco
Agenda
① The value of brand
② A measurement framework
③ Four brand measures to
focus on
④ Measuring business
outcomes
⑤ Case studies
1 | The value of brand
Which watch would you buy if both were $10,000?
Build your audience
Engage your audience using content
Convert
2 | A measurement framework
James has worked at BT Global for 3 yrs
He has a family
His career is important
He has never heard of ‘XYZ Recruitment’
He is open to offers but not actively looking
HFC Engineer, Chief Architect
BT Global, Singapore
James Tan
2. Aware
3. Changing perceptions
4. Strengthening interest
1. Unaware
5. Hired!
Current position
Start Date
Prior position
New
Hire
Singtel
James Tan
HFC Engineer
BT
James Tan
HFC Engineer
Views Careers Page
Becomes Follower
Applies for
Job
Accepts
Offer
Candidate Journey
Engages with
Content
Updates
LinkedIn Profile
Contacts
connections at
Singtel
Clicks
on Ad
Sees Ads
Views Jobs
Sees Ads
16
2. Aware
3. Changing perceptions
4. Strengthening interest
Impressions
Clicks & Social Actions
Job Views
Company Followers
Career Page Views
InMails Accepted
Job Applications
1. Unaware
5. Hired! Placements
New clients sourced
Brand Views
Brand
Engagements
Leads
Business
Outcomes
Those that aim for nothing – hit it
with remarkable accuracy.
​- Zig Ziglar
3 | Four brand measures to focus on
Metric 1
Brand Reach
Metric 2
Engagement
Metric 3
Followers
Metric 4
Talent
Response
Rate
Four simple metrics
20
Metric 1: Brand Reach
13,287,260+
Awareness
Impressions
Employee Profile ad impressions
Job impressions
Traffic Driver ad impressions
Content impressions
21
Metric 2: Brand Engagement
327,200
Brand Engagement
Actions
Employee Profile Ad clicks
Job opens
Career Page views
Recruiter InMails opened
New Followers*
Content interactions
Traffic Driver Ad clicks
Metric 2: Followers
​Know who your followers are:
• Industry
• Function
• Seniority
• Company Size
Adapt your talent brand strategy for different audiences
23
Creating and engaging
‘followers’ will fuel your
success
Members are 61% more
likely to share information
as a result of following
your company
61%
81% Followers are 81%
more likely to respond
to an InMail
66% of members are
interested in job opportunities
from companies they are
following
66%
Metric 1: Tips for visualising your success
Track targeted follower change as part of
overall follower growth
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Impressions served
Followers
Plot campaigns against key success metrics to
see correlation
Metric 4: Talent response rate
Company page
followers are
81%
more likely to
respond to an InMail
Tip: If you’ve effectively
built awareness, you
should expect a higher
response rate among
priority talent pools.
*Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees 26
InMail response rates by brand engagement
Engaged with
Your Brand *
No Engagement
with Your Brand
16%
50%
Brand Reach
November: 866,000 impressions
Brand Engagement
Current: 78,231
For Executives: use a performance scorecard
Followers
Our company: 3,000
Goal: 4,000 by Jan ‘16
Industry Benchmarking
Competitor a: 16,0402
Competitor b: 1,688
Competitor x: 11,422
Competitor y: 23,861
Competitor z: 4,395
-
500,000
1,000,000
Total Impressions
-
50,000
100,000
Brand Engagement
Talent Response Rate
November: 28% (Goal: 38% by Mar 2016)
0%
10%
20%
30%
40%
InMail Response Rate
4 | Measuring business outcomes
WHAT’S MISSING?
What’s missing?
Track placements using CRM
31
Track placements using LinkedIn
5 | Case studies
Cranberry Panda
​15 Consultants
​9,112 followers
​801% ROI
Talent International
​200 Consultants Globally
​34,878 followers
​21x ROI
0
5
10
15
20
25
2014 2015
ROI
ROI
35
Additional ROI stories
​160 Consultants
​29,363 Followers
​1,068% ROI
​(+30-40% new clients via
LinkedIn)
​75 Consultants
​13,365 Followers
​70% of placements made
through LinkedIn
​128 Consultants
​19,533 Followers
​14x ROI
​176 Consultants
​15,245 Followers
​1.5m rev, investment of
63k – 24x ROI
① Brand influences what people feel about your company and as
such, not all can be measured
② Digital provides a wealth of indicators of brand success
③ Determine clear objectives
④ Identify relevant metrics
⑤ Track activity
⑥ Calculate ROI = Value created MINUS Investment
Key Takeaways
Questions?
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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The Quest to Quantify - Measuring the Value of your Brand

  • 1. Meet your presenters Daniel Sanders Talent Brand Consultant LinkedIn Paul Wheeler Relationship Manager LinkedIn
  • 2. The Quest to Quantify Measuring the Value of Your Brand
  • 3. 46% of Recruitment Agencies do not monitor their social activities in any way Work Trends Study 2015, Addecco
  • 4. Agenda ① The value of brand ② A measurement framework ③ Four brand measures to focus on ④ Measuring business outcomes ⑤ Case studies
  • 5. 1 | The value of brand
  • 6. Which watch would you buy if both were $10,000?
  • 8. Engage your audience using content
  • 10. 2 | A measurement framework
  • 11. James has worked at BT Global for 3 yrs He has a family His career is important He has never heard of ‘XYZ Recruitment’ He is open to offers but not actively looking HFC Engineer, Chief Architect BT Global, Singapore James Tan
  • 12. 2. Aware 3. Changing perceptions 4. Strengthening interest 1. Unaware 5. Hired!
  • 13. Current position Start Date Prior position New Hire Singtel James Tan HFC Engineer BT James Tan HFC Engineer Views Careers Page Becomes Follower Applies for Job Accepts Offer Candidate Journey Engages with Content Updates LinkedIn Profile Contacts connections at Singtel Clicks on Ad Sees Ads Views Jobs Sees Ads
  • 14. 16 2. Aware 3. Changing perceptions 4. Strengthening interest Impressions Clicks & Social Actions Job Views Company Followers Career Page Views InMails Accepted Job Applications 1. Unaware 5. Hired! Placements New clients sourced Brand Views Brand Engagements Leads Business Outcomes
  • 15. Those that aim for nothing – hit it with remarkable accuracy. ​- Zig Ziglar
  • 16. 3 | Four brand measures to focus on
  • 17. Metric 1 Brand Reach Metric 2 Engagement Metric 3 Followers Metric 4 Talent Response Rate Four simple metrics
  • 18. 20 Metric 1: Brand Reach 13,287,260+ Awareness Impressions Employee Profile ad impressions Job impressions Traffic Driver ad impressions Content impressions
  • 19. 21 Metric 2: Brand Engagement 327,200 Brand Engagement Actions Employee Profile Ad clicks Job opens Career Page views Recruiter InMails opened New Followers* Content interactions Traffic Driver Ad clicks
  • 20. Metric 2: Followers ​Know who your followers are: • Industry • Function • Seniority • Company Size Adapt your talent brand strategy for different audiences
  • 21. 23 Creating and engaging ‘followers’ will fuel your success Members are 61% more likely to share information as a result of following your company 61% 81% Followers are 81% more likely to respond to an InMail 66% of members are interested in job opportunities from companies they are following 66%
  • 22. Metric 1: Tips for visualising your success Track targeted follower change as part of overall follower growth 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 0 50000 100000 150000 200000 250000 300000 350000 400000 450000 Impressions served Followers Plot campaigns against key success metrics to see correlation
  • 23. Metric 4: Talent response rate Company page followers are 81% more likely to respond to an InMail Tip: If you’ve effectively built awareness, you should expect a higher response rate among priority talent pools.
  • 24. *Engaged member = any member who viewed one of your jobs, your company/career page or became a follower within the 60 days prior to receiving an InMail from one of your employees 26 InMail response rates by brand engagement Engaged with Your Brand * No Engagement with Your Brand 16% 50%
  • 25. Brand Reach November: 866,000 impressions Brand Engagement Current: 78,231 For Executives: use a performance scorecard Followers Our company: 3,000 Goal: 4,000 by Jan ‘16 Industry Benchmarking Competitor a: 16,0402 Competitor b: 1,688 Competitor x: 11,422 Competitor y: 23,861 Competitor z: 4,395 - 500,000 1,000,000 Total Impressions - 50,000 100,000 Brand Engagement Talent Response Rate November: 28% (Goal: 38% by Mar 2016) 0% 10% 20% 30% 40% InMail Response Rate
  • 26. 4 | Measuring business outcomes
  • 30. 5 | Case studies
  • 32. Talent International ​200 Consultants Globally ​34,878 followers ​21x ROI 0 5 10 15 20 25 2014 2015 ROI ROI
  • 33. 35 Additional ROI stories ​160 Consultants ​29,363 Followers ​1,068% ROI ​(+30-40% new clients via LinkedIn) ​75 Consultants ​13,365 Followers ​70% of placements made through LinkedIn ​128 Consultants ​19,533 Followers ​14x ROI ​176 Consultants ​15,245 Followers ​1.5m rev, investment of 63k – 24x ROI
  • 34. ① Brand influences what people feel about your company and as such, not all can be measured ② Digital provides a wealth of indicators of brand success ③ Determine clear objectives ④ Identify relevant metrics ⑤ Track activity ⑥ Calculate ROI = Value created MINUS Investment Key Takeaways
  • 36. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.