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Talent Drivers: Unlocking the Secrets of your Employer Brand | Webcast

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Do you know what professionals in your field really think about your employer brand? Learn how you can get exclusive access to LinkedIn’s proprietary Talent Drivers study of over 300,000 professionals.

Get started on up-leveling your talent brand today: http://linkd.in/10lwE3B

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Talent Drivers: Unlocking the Secrets of your Employer Brand | Webcast

  1. 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. 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. 3. Background of the Talent Drivers survey
  4. 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. 5 Talent Drivers is global – in all regions
  6. 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. 7. Example of Talent Drivers data
  8. 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. 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. 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. 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. 12. Value of Talent Drivers
  13. 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. 14. Talent Drivers impact on Talent Brand 14
  15. 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. 16. Use LinkedIn tools to amplify your strengths & manage perceptions 16
  17. 17. Optimize messaging by understanding who’s engaging with you already 17
  18. 18. Leverage employee brand ambassadors 18
  19. 19. Arm your closers with data 19
  20. 20. Use LinkedIn tools to amplify your strengths & manage perceptions 20
  21. 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. 22. How Stryker uses Talent Drivers to build a strong talent brand
  23. 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. 24. Targeted Social Media Campaigns 24
  25. 25. Targeted Social Media Campaigns Stryker ranked #35 25
  26. 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. 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. 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. 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:

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