This document discusses how companies can use survey data from LinkedIn's Talent Drivers survey to build a strong talent brand. The Talent Drivers survey asks professionals what attributes are important in a job and how companies perform on those attributes. Companies can see how professionals rate them compared to peers. Stryker uses its Talent Drivers data to target social media campaigns, improving its talent brand index and engagement over time. The document provides examples of how Stryker has increased reach, engagement, and response rates through leveraging LinkedIn tools and Talent Drivers data.

1. Talent Drivers:
Survey data to build a strong Talent Brand
Allison Schnidman
Research Consultant,
LinkedIn
Pam Hoadley
Solutions Consultant,
LinkedIn
Bryan Rice
Director for Talent Acquisition,
Stryker

2. Agenda
2
1 Background of the Talent Drivers survey
2 Example of Talent Drivers data
3 Value of Talent Drivers
4 How Stryker uses Talent Drivers to build a strong talent brand
5 Q&A

3. Background of the
Talent Drivers survey

4. Talent Drivers is the largest professional survey
• Representative sample of LinkedIn members
• New wave every 6 months
• 300k+ members each wave
Q1 2013 Q3 2013 Q1 2014 Q3 2014
338,000+ 350,000+
(expected)
278,000+
100,000+
professionals
4

5. 5
Talent Drivers is global – in all regions

6. Talent Drivers data helps clients craft their EVP
We ask LinkedIn members:
What attributes
are important
when considering
a job?
How do
companies
perform on
offering those key
attributes?
To rate up to 10
companies*
they were
aware of as a
place to work
*Members did not rate their current company
6

7. Example of Talent Drivers data

8. What candidates care about when considering a new job
Region:
Industry:
Global
All
All
Function:
Top 5 Most
Important
% who say attribute is important
Question asked: Please select the 5 most important factors when considering a job opportunity.
Source: LinkedIn Q1 2014 survey of 314,285 professionals
8

9. How Company XYZ is rated on what is most important
% who perceive your company as doing a very good job at…
Compensation Balance Challenge Career path Pride
Top 5 Attributes
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey of 10,125 professionals and Q1 2014 survey of 9,912 professionals who rated your company
9

10. Comparison to Technology - Software industry peers in
offering top attributes
Company XYZ
Top 5 Attributes Compared to Industry peers
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey compared to 144 industry peers and Q1 2014 survey compared to 138 industry peers
Compared to Industry peers:
91st – 100th percentile
71st – 90th percentile
51st – 70th percentile
31st – 50th percentile
0 – 30th percentile
Top Tier
Mid Tier
Bottom Tier
10

11. Steps to improve perception
Keep emphasizing
these strengths!
Focus on critical
improvement areas
to change perceptions
Communicate Your Values
on LinkedIn
Company & Career Pages
Job Postings
Talent Direct Campaigns
Employee Branding
Targeted Status Updates
Sponsored Updates
11

12. Value of Talent Drivers

13. The future of your brand will be through story-telling
Recruiters 10 years from now will be
preoccupied with marketing, PR, community building,
and employment branding. The ‘War for Talent’ will
be a ‘War of Relationship Marketing’.
Matthew Jeffery
Global Head of Talent Strategy & Innovation
HR Talent Acquisition, SAP UK Ltd.
13

14. Talent Drivers impact on Talent Brand
14

15. Use Talent Drivers data to help craft your story
Reach your Target Audiences
Company & Career Pages
Job Postings
Talent Direct Campaigns
Employee Branding
Targeted Status Updates
Sponsored Updates
Recruiter & HM Engagement
15

16. Use LinkedIn tools to amplify your strengths
& manage perceptions
16

17. Optimize messaging by understanding
who’s engaging with you already
17

18. Leverage employee brand ambassadors
18

19. Arm your closers with data
19

20. Use LinkedIn tools to amplify your strengths
& manage perceptions
20

21. Target non-followers to influence perceptions
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Company Size,
✔ ✔
Industry
Function, Seniority ✔ ✔
Company Name ✔
Job Title ✔
School ✔
Skills ✔
Group Membership ✔
Gender ✔
Age ✔
Negative targeting ✔
21

22. How Stryker uses Talent Drivers
to build a strong talent brand

23. Comparison to Technology - Software industry peers in
offering top attributes
Company XYZ
Top 5 Attributes Compared to Industry peers
Question asked: Please indicate which of the following companies does a very good job on the following employment attributes.
Source: LinkedIn Q3 2013 survey compared to 144 industry peers and Q1 2014 survey compared to 138 industry peers
Compared to Industry peers:
91st – 100th percentile
71st – 90th percentile
51st – 70th percentile
31st – 50th percentile
0 – 30th percentile
Top Tier
Mid Tier
Bottom Tier
23

24. Targeted Social Media Campaigns
24

25. Targeted Social Media Campaigns
Stryker ranked #35
25

26. InMail Response Rate
Trend vs. Competitors
Stryker Competitors Stryker
19%
23%
18%
26%
20%
25%
23%
21%
20%
29%
24%
30%
26%
35%
24%
32%
25%
29%
29%
27%
28%
28% 28%
17%
Response Rate peaked
during Certification prep
Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14
*Abbott, Baxter Healthcare, Boston Scientific, Johnson & Johnson, Biomet, Covidien, Medtronic, GE, Novartis
26

27. Stryker has increased its engaged audience on
LinkedIn by 531,000 members year over year
Aug 2013
1,695,137
Members Reached
316,898
Members
Engaged
Talent Brand = 19%
Aug 2014
2,732,331
Members Reached
848,201
Members
Engaged
61%
167%
Talent Brand = 31%
+531K
27

28. Track how your Talent Brand Index
17%
progresses over time
Talent Brand Index over time
19%
31%
35%
30%
25%
20%
15%
10%
5%
0%
+ 2points
+ 12points
LinkedIn can help you build your talent brand and
accelerate your ability to attract top talent
28
Jobs Pilot

29. Stryker has engaged 168% more members
since the launch of the jobs pilot
316,898
848,201
Total Talent Brand Engagement
+168%
Talent Brand Engagement measures
# of members: