1. Talent Solutions
Why Employer Branding Matters
Webinar – November 2012
Rebecca Feldman – Solutions Consultant
©2012 LinkedIn Corporation. All Rights Reserved.

2. Agenda
 How we define Employer Brand
 The state of employer branding: research findings
and why you should care
 Promoting your employer brand on LinkedIn
 Measuring your employer brand
 Q&A
TALENT SOLUTIONS

3. Let’s set a baseline…
©2012 LinkedIn Corporation. All Rights Reserved.

4. Your Employer Brand is:
The attributes and sentiments that you most want associated with your
company
Employer Branding is:
The delivery of your employer value proposition across every
communication touch point – both internal and external
TALENT SOLUTIONS

5. The State of Employer Branding
©2012 LinkedIn Corporation. All Rights Reserved.

6. TALENT SOLUTIONS

7. Talent acquisition (TA) leaders are highly aware that employer branding is
critical to hiring success
83%
Agree that employer brand
has significant impact on
ability to hire great talent
7
TALENT SOLUTIONS

8. Large organizations lead the way in prioritizing
employer brand, but smaller companies are catching on
Prioritization of employer brand
(by company size)
67%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
69%
8
Top 3 long-term trends in recruiting
professionals (by company size)
< 1,000 Employees
1. Utilizing social and professional networks
2. Upgrading employer branding
3. Finding better ways to source passive candidates
70%
67%
78%
Agree that employer
brand is a top priority
for their organization
> 1,000 Employees
1. Utilizing social and professional networks
2. Finding better ways to source passive candidates
3. Upgrading employer branding
TALENT SOLUTIONS

9. While websites are seen as most effective, viral channels play important
role in promoting employer brand
Five channels seen as most effective to promote employer brand
78%
46%
Company website
Word of mouth
Social professional
networks
38%
34%
Social media
9
56%
Traditional job boards
TALENT SOLUTIONS

10. Despite the climate of “more with less”, companies are
investing more in employer branding
TALENT SOLUTIONS

11. But why?
49%
Increased belief in the impact of employer brand
48%
Need to raise general awareness
47%
Difficulty recruiting quality candidates
37%
Increased competition
32%
Difficulty recruiting candidates in specific sectors
TALENT SOLUTIONS

12. But seriously, why… ?
Up to
50%
Savings in cost per hire is
associated with a strong employer brand
TALENT SOLUTIONS

13. One more time… why?
Average of
28%
Lower turnover rates
for companies with strong employer
brands
TALENT SOLUTIONS

14. Despite recognizing its power, many companies don’t take a strategic approach
to employer brand
83%
54%
Have a proactive employer brand strategy
53%
Understand employer brand strength across different populations
39%
Feel they have the resources to succeed
38%
Measure employer brand strength relative to competitors for talent
37%
Regularly survey new hires to understand employer brand perceptions
35%
Prioritize spend on audiences where employer brand relatively weak
32%
14
Recognize employer brand impact
Regularly survey candidates to understand perceptions
TALENT SOLUTIONS

15. Not many say they regularly measure their employer brand in a quantifiable way
only one out of three
15
TALENT SOLUTIONS

16. In Summary
TA leaders know employer branding is important and are investing more –
but strategy, listening and metrics are often missing
Awareness
• TA leaders say employer branding is key to hiring
success and an important long-term trend.
Investment & Organization
• Companies are starting to invest more in employer
branding, with TA leaders often directly responsible.
Delivery
• Effective employer brand delivery occurs as much
through viral channels as via company-controlled ones.
Strategy & Measurement
• Many companies are not adopting a strategic approach
and even fewer are measuring for success.
TALENT SOLUTIONS

17. LinkedIn
can
help
TALENT SOLUTIONS

18. How can LinkedIn help you BUILD
your employer brand?
©2012 LinkedIn Corporation. All Rights Reserved.

19. Define
LinkedIn
can
help
• What are you famous for?
• Strive for authenticity
Communicate
• Can your employees articulate your
employer brand?
• Is your communication ongoing and
consistent?
Engage
• The world has gone social
• Take control!
TALENT SOLUTIONS

20. Communicate Strategic and Relevant Messages
Employment Brand
Value Proposition
• What is unique about
your company?
• Culture, perks, benefits.
Thought Leader
• Demonstrate knowledge in
your space
• Blog post, research paper,
etc…
Company News
• Latest projects
• Happy customers: case
studies
• Good industry reputation
Engage in Conversation
• Create a follower
ecosystem where targets
can interact
• Use multiple platforms
and channels
TALENT SOLUTIONS

21. 1
Define – What are you famous for?
• What is your Employee Value Proposition?
• How is your brand different to your competitors?
• What key messages do you want to communicate
to potential candidates?
• Is it authentic?
TALENT SOLUTIONS

22. 2
Communicate - Externally
• Promote your employer brand on your LinkedIn Career Page and your
employees’ profiles
• Build brand awareness through targeted advertising across LinkedIn
EXTERNAL
brand
message
here
EXTERNAL
brand
message
here
TALENT SOLUTIONS

23. 2
Communicate - Internally
“50% of Recruiters don’t
understand their own employer
brand”
CLC report
TALENT SOLUTIONS

24. 2
Communicate - Internally
• Place internal creative messaging on your employees’ profiles to express your
brand
• Create a LinkedIn Group to start discussions with your employees about your
brand
INTERNAL
brand
message
here
TALENT SOLUTIONS

25. 3
Engage – Take control of your message
• Make sure you have a branded LinkedIn Career Page to educate members about
your employer brand and relevant opportunities
• Message your followers about important updates, news, events, etc
TALENT SOLUTIONS

26. How can LinkedIn help you MEASURE
your employer brand?
©2012 LinkedIn Corporation. All Rights Reserved.

27. LinkedIn
can
help
Talent Brand Index
TALENT SOLUTIONS

28. We first assess two important elements of your
employer brand: Reach and Engagement
Talent Brand Reach
30,000
members
Talent that’s familiar with you as an employer
Viewing employee profiles
Connecting with your employees
Talent Brand Engagement
5,400
members
Talent that is interested in you as an employer
Researching company and career pages
Following your company
Talent
Viewing jobs and applying
TALENT SOLUTIONS

29. Talent Brand Index can measure your employer brand
What percent of people who know about you show an interest?
Talent Brand Reach
30,000
members
xyzCo's
Talent Brand Index
=
18%
Talent Brand Engagement
Talent Brand Reach
Talent Brand Engagement
5,400
members
Talent
TALENT SOLUTIONS

30. Gain
actionable
insights
and
benchmark
TALENT SOLUTIONS 30

31. Resources
For employer branding best practices from industry leaders, go to:
talent.linkedin.com/employer-brand
For a new way to measure your talent brand, see
talent.linkedin.com/talentbrandindex
To stay up to date on the latest research and insights from
LinkedIn, follow @hireonlinkedin on Twitter and subscribe to our blog:
talent.linkedin.com/blog
For more information on your own Talent Brand Index and LinkedIn
Solutions, please contact your Relationship Manager, Eden Shaffer.
TALENT SOLUTIONS

32. ©2012 LinkedIn Corporation. All Rights Reserved.
TALENT SOLUTIONS 32

33. Methodology
Surveyed 3,028 recruiting professionals globally with a LinkedIn profile
All respondents:
 work in a corporate HR/recruiting setting
 represent an even mix of small, midsize and large enterprises
 have at least some budget authority
 focus solely or primarily on recruitment
Respondents by country:
UNITED STATES 755 CANADA 299 BRAZIL 226 SPAIN 100 UK 334 ITALY 99 GERMANY 97 NETHERLANDS 226 NORDICS 113 INDIA 255 AUSTRALIA 280
33
TALENT SOLUTIONS