We held a recent webinar with Catherine Schlieben, Director of Recruitment, at WorldPay and Lindsay Brady, Insights Manager, at LinkedIn where they discussed how WorldPay invested in their Talent Brand, specifically in Singapore and the results they saw from it. This story is about their brand journey and the obstacles they have faced along the way. They shared: - The importance of your Talent Brand & tips to build your Talent Brand Strategy - How to get buy in from key stakeholders & get started - An example of a branding campaign they carried out in Singapore to hire a team - And finally, how they measured their success & future plans

1. Investing in your Talent Brand and
measuring success.
This webinar will take place at 10am GMT

2. What is Talent Brand?

3. Today’s session
Tips for starting to build your Talent Brand strategy
Why is it important to grow your Talent Brand?
All sources LinkedIn surveys or data unless otherwise stated

4. Why is it important to grow your
Talent Brand?

5. %
of UK professionals look for opportunities in
an organisation that has
a reputation as a great place to work

6. Lack of Talent Brand is a big sourcing obstacle
17%
29%
35%
40%
47%
0% 10% 20% 30% 40% 50%
Inability to effectively use data to improve our
approach
Location
Lack of awareness of or interest in our employer
brand
Compensation
Competition
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents
What are your company's biggest obstacles to attracting the best talent?
#3

7. Talent Brand is now more of an obstacle than location
10%
25%
23%
37%
45%
17%
29%
35%
40%
47%
0% 10% 20% 30% 40% 50%
Inability to effectively use data to improve our
approach
Location
Lack of awareness of or interest in our employer
brand
Compensation
Competition
2014
2012
Source: LinkedIn Talent Trends Survey 2014 – Base size 400 respondents
What are your company's biggest obstacles to attracting the best talent?

8. %
of UK Corporate Recruiting Leaders tell us
they are investing more in employer
brand than they have before

9. Tips for starting to build your
Talent Brand strategy

10. Get buy in from key stakeholders
Get started
Agree success metrics up front
@CSchlieben

11. Use market intelligence
Help your key stakeholders understand
why they should care about investing in
the company’s Talent Brand
Why should your stakeholders care?

12. Use visuals
Show how your company’s Talent Brand
is currently represented across different
channels
Why should your stakeholders care?

13. Use visuals
Show how your company Talent brand
is currently represented across different
channels
Why should your stakeholders care?

14. Why should your stakeholders care?
Use visuals
Show how your company’s Talent Brand
is currently represented across different
channels

15. Why should your stakeholders care?
How effectively is your Talent Brand represented across
channels compared to competitors?
Use competitive comparisons

16. Get buy in from key stakeholders
Get started
Agree success metrics up front
@CSchlieben

17. Get started
Identify the right business need to address
1.Critical to the business
2.Specific targeted talent requirements
3.Short time frame for hiring

18. Get buy in from key stakeholders
Get started
Agree success metrics up front
@CSchlieben

19. Agree quantifiable metrics of success up front
1.Present options available for measurement
2.Keep the list of agreed metrics short
3.Set targets both for short term and long term
There is no “silver bullet”

20. How did Worldpay use this framework?

21. Profile of hires for WorldPay
Corporate
Support
Managers
Location:
 Singapore
Skills:
 Relationship management
 Technical sales
 5 years+ experience

22. Targeted Career Page & Ads
©2012 LinkedIn Corporation. All Rights Reserved.

23. Talent Direct Campaign
©2012 LinkedIn Corporation. All Rights Reserved.

24. How do you measure your success?
Immediate
Results
Competitive
Impact
Final
Outcomes

25. How did we measure success?
Immediate
Results
Competitive
Impact
Final
Outcomes

26. LinkedIn Followers in Singapore increased
Immediate
Results
0
200
400
600
800
1000
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0
200
400
600
800
1000
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
+62%
in the first
month

27. LinkedIn Career Page views in Singapore
increased
0
200
400
600
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
0
200
400
600
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
8X
increase in
Career Page
Views in the
first month
Immediate
Results

28. How did we measure success?
Immediate
Results
Competitive
Impact
Final
Outcomes

29. Talent Brand Index is a measure of the
effectiveness of engaging your target talent
Talent Brand Reach
Talent that’s familiar with you as an employer
Talent Brand Engagement
Talent that is interested in you as an employer
o Viewing employee profiles
o Connecting with your employees
o Researching company & career pages
o Following your company
o Viewing jobs and applying
905K
members
163K
members
Competitive
Impact

30. WorldPay has a Talent Brand Index of 18%
globally
Talent Brand Reach
Talent Brand Engagement
WorldPay Talent Brand Index
Talent Brand Reach
Talent Brand Engagement
905K
members
163K
members
= 18%
Competitive
Impact

31. WorldPay has a strong Talent Brand Index
of 44% in Singapore
Talent Brand Reach
Talent Brand Engagement
WorldPay Talent Brand Index
Talent Brand Reach
Talent Brand Engagement
12,795
members
5,664
members
= 44%
Competitive
Impact
Singapore

32. Talent Brand Index has increased Singapore
……and is now ahead of peer average
Competitive
Impact
6% 6% 7% 8%
10% 11%
70
29%
44%
52%
0%
10%
20%
30%
40%
50%
60%
#2
Talent Brand Index

33. 0
2000
4000
6000
8000
10000
12000
14000
Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
The success in Singapore also increased
Talent Brand engagement in Asia
Competitive
Impact
Talent Brand Engagement Volume

34. How did we measure success?
Immediate
Results
Competitive
Impact
Final
Outcomes

35. Final
Outcomes LinkedIn impacted +69% of Singapore hires
44%
Of hires were following
Worldpay on LinkedIn
before being hired
11
Viewed a LinkedIn media
ad or a WorldPay job
before being hired

36. Final
Outcomes
Investment in Talent Brand drove strong results &
high return on investment for WorldPay
Time to
Hire
Cost of
Hire
Traditional
Methods
-25% -30% now 8%

37. A Look Forward

38. What have I learnt from this initiative?
Share results on the wider impact outside of
placements
Invest time before you begin
Align your recruitment process
@CSchlieben

39. Questions?