What would happen if every employee at your company felt connected to purpose at work and inspired to do their best? Imagine how much more successful you could be collectively. You have the power to make that happen - to hire people motivated by your purpose and to inspire them every day. Purpose-driven employer branding is a powerful tool that can connect talent to your mission and values, improving your hiring outcomes in the end. This presentation, originally presented on a LinkedIn webcast, teaches you how to attract purpose-driven talent and showcase purpose in your employer brand messaging. Learn more about our solutions at: https://lnkd.in/gm6Tj4H

1. Talent Brand &
Purpose-Driven Branding
​Julie Campbell
​Talent Brand Manager
​LinkedIn
​Erin McGillis
​Talent Brand Consultant
​LinkedIn

2. 1.Defining company purpose
2.Business impact and company examples
3.How to embed purpose into recruiting and culture

3. When asked the question –
“why work for us?”
Successful companies are
answering with purpose

5. Myth 1:
Purpose is just a new word
for mission

6. Myth 2:
Purpose is the same as Corporate
Social Responsibility (CSR)

7. Myth 3:
Companies that focus on profit
are not purpose driven

11. Employees are
3x as likely to stay in a job
2x as happy and energized
when their work is meaningful

12. 1
Purpose drives real business results

13. A purpose-driven brand sits right in the sweet-spot,
and impacts all aspects of your brand identity
Engaging talent
Talent Brand
Driving sales
Customer Brand
Growing favorability
Corporate Brand
Customers
Candidates
Investors

14. 2015 Workforce Purpose Index • © Imperative
Wrzesniewski, McCauley, Rozin, Schwartz. Jobs, Careers, and Callings: People’s Relations to Their Work. JOURNAL OF
RESEARCH IN PERSONALITY 31, 21–33,1997.
Three motivations for working

15. 1
prioritizes work that matters to them,
their company, and the world —
over money or advancement.
A purpose-driven person

16. Purpose at Work, 2016 Global Report | LinkedIn and © Imperative
Purpose crosses generations
and grows with experience

17. Purpose at Work, 2016 Global Report | LinkedIn and © Imperative
Purpose-driven companies see more
engagement on LinkedIn

19. Connect people to what’s important in their lives
through friendly, reliable, low-cost air travel
• Rigorous hiring and selection process – hire for attitude, train for skill
• Encourage employees to share company content via social media
• Cultural immersion & on-going professional development
• Tickets for Time program

20. KPMG empowered its employees to
tell a story and share their impact.
• Over 42,000 digital posters created
• Increase in people saying KPMG is
a great place to work and in pride
of KPMG
• Surged 17 spots on Fortune’s 100
Best Companies to Work list
• Global growth topped 8%

21. • Onsite child development center
where parents are encouraged to visit
their kids throughout the day
• Employees make their own hours and
are encouraged to experience the
outdoors on a daily basis
• Office doors close at 8pm and are
closed on the weekends
• Black Friday sales (not profits)
donated to environmental charities -
$10M in 2016

23. Principles for Purpose Driven Employer Branding

24. Focus on Authenticity
Internal Collaboration (TA, Comms, Marketing)
Activate your Employees
1
2
3
Own your Brand Experience – Hiring, Development, Culture4