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2. Quantify your Impact: How to Measure
the ROI of your Talent Brand
Jamie Drayton
Talent Brand Consultant
LinkedIn
Alison Catanzarite
Media Account Manager
LinkedIn

4. believe talent
brand strength
makes a
“significant
impact” on their
ability to hire
on ability to hire
77%
average reduction
in cost per hire
50%
average reduction
in turnover
28%
talent
professionals say
talent brand is a
top priority in
2015
56%
We know that Talent Brand is important
Source: LinkedIn Global Recruiting Trends Report, Nov 2014
We know that Talent Brand is important

5. Source: LinkedIn Talent Trends Report, March 2014
Reputation as a “great place to work”
Reputation for “great products / services”
Reputation for
“great people”
Reputation for
“being prestigious”
Reputation for “great
products / services”
Reputation for
“great people”
Reputation for
“being prestigious”
56%
Candidates tell us it’s important
when deciding their employer
Reputation as a
“great place to
work”

6. But how do you prove your talent
brand is important?

7. 1. Know the language
2. Find your partners
3. Measure what matters
4. Beware of pitfalls
5. Apply something new
5 Steps to Measure your Talent Brand

8. Step One
Know the Language

9. Employer Brand n.
How you, the employer, promote your company
as a place to work

10. 1
Talent Brand n.
the highly social, totally public version of your
employer brand incorporating what talent thinks, feels,
and shares about your company as a place to work
a significant asset for both hiring/retaining great talent
and promoting your corporate image to the market

11. 50%
of professionals
around the world
discover new job
opportunities through
word of mouth

12. Step Two
Find Your Partners

13. 1
Company Brand and Talent Brand
are two sides of the same coin.

15. Step Three
Measure what Matters

16. Attract
Know your Goals

17. 5 Key Metrics
METRIC 1:
SOCIAL MEDIA
FOLLOWER QUALITY
METRIC 2:
RESPONSE RATES
METRIC 3:
APPLICANT QUALITY
METRIC 4:
TIME TO HIRE
METRIC 5:
NEW HIRE ALIGNMENT

18. Metric 1
Social Media Follower Quality
KNOW YOUR FOLLOWERS:
 Function
 Seniority
 Industry
 Company size
11%
9%
9%
8%
8%
Sales
Information Technology
Engineering
Marketing
Operations
Visitor Demographic
of members are
interested in job
opportunities from
companies they are
following
Members are 61% more
likely to share information
as a result of following
your company71%
61%

19. Track targeted follower change as part of overall follower growth
Tips for Visualizing your Success
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15
8,020
total followers
2,320
total tech followers
40% YoY Growth
60% YoY Growth
TAILOR YOUR TALENT BRAND STRATEGY FOR DIFFERENT AUDIENCES

20. Plot campaigns against key success metrics to analyze correlation
Tips for Visualizing your Success
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
January February March April May June July August September
Impressions served
Followers

21. Metric 2
Response Rates
If you’ve effectively built
awareness, you should
expect a higher response
rate across priority talent
pools.
Followers are
81%
more likely to respond
to an inMail

22. Global e-commerce company has huge uptick in
response rate from engaged talent
20%
48%
No Engagement
with your brand
Engaged
with your brand
+140%
RESPONSE RATE

23. Tips for Visualizing your Success
Track response rates over time to see trends
As your talent brand
strengthens, you should see
an increasing response rate
from targeted talent pools
0%
5%
10%
15%
20%
25%
30%
January February March April May
Average Response Rates for
Engineering Talent

24. Metric 3
Applicant quality
Who are the quality candidates?
 Subjective  What does it mean to
your company?
 Good fit for the company
 Good fit for the role

25. Stack quality vs. non-quality candidates on a chart
Tips for Visualizing your Success
0
10
20
30
40
50
60
70
Week 1 Week 2 Week 3 Week 4
#ofapplicants
Non-quality
Quality

26. Metric 4
Time to hire
Your talent branding
activities should build a
strong pipeline and start
more conversations with
qualified talent, thereby
lowering your time to hire.
Companies with a strong
talent brand on LinkedIn
report a
20%
Faster rate of hire

27. Tips for visualizing your success
Track time to hire as a whole, or for specific roles
Time to hire for engineering roles Time to hire for engineering vs. all roles
0
5
10
15
20
25
30
35
40
Week 1 Week 2 Week 3 Week 4 Week 5
Days
Engineering - time to hire
0
5
10
15
20
25
30
35
40
Week 1 Week 2 Week 3 Week 4 Week 5
Engineering - time to
hire
All roles - time to hire

28. Metric 5
New hire alignment
Monitor the authenticity
of your talent brand with
a new hire alignment
check

29. Survey New Hires
Did their expectations match reality?
Has your experience working here matched your expectations?
Scale: 0 (not at all) – 5 (highly matched)
“Please explain why you selected that choice” so you can gain additional insights.
 Send 90 days after start
 Ensure anonymity for honest answers
 Tools like Google Forms or Survey Monkey are free and
easy

30. Graph alignment over time, preferably by function
Tips for Visualizing Success
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Q1 Q2 Q3 Q4
AlignmentScore
Sales
Marketing
IT
HR

31. Seeing Poor Alignment?
Tips on how to adjust
1. You’re not sharing enough
2. Need to course-correct
“You have to embrace who
you are, in all its
hideousness or all its glory.
Because that’s who you
want to attract—talent with
that shared passion and
shared ideology.”
Ed Nathanson - Founder
Red Pill Talent

32. Step #4:
Beware of
pitfalls
1: Forgetting that
branding is both a
science and an art
2: Measuring for
the sake of
measuring
3: Analysis
paralysis

33. The journey of a thousand miles
starts with a single step.
-Lao Tzu
Step Five
Apply Something New

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