ABB’s LinkedIn strategy that grew their LinkedIn Talent Brand Index by 10% in one year. Learn how to maximize your brand on LinkedIn, keys to success with career pages, and how brand drives recruitment. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf

1. How to measure the ROI
of your talent brand strategy
Bill Fowles
Talent Acquisition Manager, ABB
#intalent

2. How to measure the ROI of your talent brand strategy
#intalent

4. How to Measure your ROI of your
Talent Brand Strategy
Bill Fowles
Talent Acquisition Manager-ABB
LinkedIn

5. Talent Brand Index
Traffic Reports
Impact to Business

6. Brand
Identity
Name Symbol
Scents
Graphics
Business
Tagline
Concept
Strategic
Sounds
Sales
Color
#intalent

7. Brand
#intalent

8. 83% of corporate HR leaders
believe a strong employer
brand is vital to hiring the
best talent.
#intalent

9. One of the world’s leading engineering companies, we help
our customers to use electrical power efficiently, to increase
industrial productivity and to lower environmental impact in a
sustainable way.
#intalent

11. 145k
Employees
+100
Countries
$42B
In Revenue
1988
26 years old
Merger of Swiss (BBC, 1891) and Swedish (ASEA, 1883) engineering companies
#intalent

12. ABB US LinkedIn Strategy
Recruitment Ads Work With US Ads Sponsored Ads
#intalent

14. 32x ABB traffic driver campaign performed
better than the industry average
Traffic Driver Ads: Attract targeted talent to the ABB Career Page and Jobs
Performance
1,175,097
Impressions Delivered
30,372
Clicks Received
2.58%
Click Rate
#intalent

15. ABB Talent Brand Index grew from 10% to 19% in 2013
10.50%
11.70%
12.80%
13.40%
15.30%
15.90%
16.70%
17.30%
17.80% 18.20% 18.40%
18.90% 19.10%
20.00%
18.00%
16.00%
14.00%
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14
Hundreds
Our strategy is working and our employer brand is growing
#intalent

16. Talent Brand Index can measure your talent brand
What percent of people who know about you show an interest?
3,887,000
members
Talent Brand Reach
Talent Brand Index
Talent Brand Engagement
Talent Brand Reach
19% 741,006 Talent Brand Engagement
#intalent

17. 2013 Talent Brand Index versus peers
Hundreds AAB
30%
24% 24%
19% 19%
17%
70
15% 15%
11%
35%
30%
25%
20%
15%
10%
5%
0%
Weaker
talent brand
Employer
of choice
4 of 10
Peers:
Alstom Group
Alstom Power
Eaton Corporation
GE
GE Power and Water
IBM
Rockwell Automation
Schneider Electric
Siemens
#intalent

18. Traffic Reports
Engaged followers are your ROI

19. ABB company page followers
140000
120000
100000
80000
60000
40000
20000
0
Aug-12 Aug-13 #intalent

20. The Results
We have reached
370,000
followers on Linkedin
#intalent

21. LinkedIn Traffic
Monthly career page visitors - 15,931
0 5 10 15 20 25
Engineering
Sales
Operations
Program Mgmt.
Support
IT
Research
HR
QA
Bus. Dev
Finance
Consulting
Admin
Purchasing
Accounting
% of Visitors #intalent

22. Social Media Tracker
#intalent

23. YouTube Video: ABB is…
#intalent

24. YouTube video views
Dec. 2013 Aug. 2014
900
Views
7900
Views
#intalent

26. #intalent

27. Impact to Business
Employer Brand Drives Recruitment

28. Time to Fill
2012 2014
75-85
days
55-65
days
#intalent

29. Cost Per Hire
Our cost per hire
decreased with a stronger
employer brand driving
talent back to ABB
#intalent

30. 4,096
125
111
1,337
89 91
96
New Hires Impacted by Seniority New Hires New 72
Hires Impacted
70
110
126
104
122 119
200
150
100
50
0
40%
30%
20%
10%
0
New Hires Impacted by Linkedin by Month
New Hires Impacted Orange Line
New Hires Impacted Blue Bars
New Hires Impacted by Linkedin by Month
10%
7%
33%
7%
14%
23%
Engineering
Sales
Uknown
Program Mgmt.
Support
% Hires Impacted
77%
5%
18%
Director &
Above
Manager
Individual
Contributor
#intalent