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Personal and Employer branding
- 1. Employer & Personal Branding Africa Muñoz Recruitment Product Consultant +5 years of recruitment experience amunozdevivar@linkedin.com
- 2. Agenda ¿Qué es employer branding? ¿Qué es Marca Personal? Porqué trabajar tu marca como empleador Pasos para elaborar una buena estrategia Conclusiones - Q&A LinkedIn ©2014 All Rights Reserved
- 3. El mundo está cambiando rápidamente Candidatos y clientes Networking Múltiples oportunidades Más canales 1980’s 1990’s 2000’s 2010’s Reclutadores Archivadores Bases de Datos Portales de empleo Social Media
- 4. Social media ha llegado para quedarse 57% De la decisión de comprar un producto se ha tomado antes de haber llegado a la tienda 1 Source: Harvard Business Review, “The End of Solution Sales”, July 2012
- 5. We recommend 3 simple steps Build Engage Recruit Your followers & Your brand Nurture your target audiences Do what you do best
- 6. 6 ¿Qué es employer branding? ¿Qué es Marca Personal?
- 7. LinkedIn ©2014 All Rights Reserved
- 8. LinkedIn ©2014 All Rights Reserved
- 9. LinkedIn ©2014 All Rights Reserved Ambos se apoyan el uno en el otro
- 10. Estrategia de employer Branding LinkedIn ©2014 All Rights Reserved
- 11. Tres motivos por los que invertir en tu marca empleadora
- 12. Fases para una buena estrategia de Employer Branding 12
- 13. Empieza desde arriba, involucra a tus directivos Ármate de datos Colabora con otros departamentos como Marketing y Comunicación
- 14. Evalúa tu presencia actual Investiga y pregunta LinkedIn ©2014 All Rights Reserved
- 15. LinkedIn ©2014 All Rights Reserved
- 16. Involucra a empleados Viraliza en redes sociales Redefine tus mensajes ¡Utiliza tu propio perfil! LinkedIn ©2014 All Rights Reserved
- 17. LinkedIn ©2014 All Rights Reserved Involucra a tus empleados
- 19. LinkedIn ©2014 All Rights Reserved Viraliza en redes sociales
- 22. You! Utiliza tu propio perfil
- 23. Utiliza tu propio perfil Tu Tu entorno 1 2 3 • Lo que dices sobre ti • Las cosas que te interesan • Tu actividad en LinkedIn • Lo que los demás dicen sobre ti • Cuál es tu red de contactos • A qué grupos perteneces
- 24. Sumario/ Extracto Detalles de la carrera profesional Recomendaciones Grupos Utiliza tu propio perfil Titulo
- 25. LinkedIn ©2014 All Rights Reserved
- 26. LinkedIn ©2014 All Rights Reserved Utiliza tu propio perfil No me lo digas, ¡MUESTRAMELO!
- 27. 27 Utiliza tu propio perfil
- 28. 28 Utiliza tu propio perfil Are you an All- Star Profile???
- 29. LinkedIn ©2014 All Rights Reserved
- 30. 317,694 members 199,499 members Talent Talent Brand Index = Talent Brand Reach Talent Brand Engagement Talent Brand Reach Talent Brand Engagement 63% El concepto Engagement
- 31. Bienvenidos los Followers! LinkedIn ©2014 All Rights Reserved
- 32. Ganar ‘followers’ te ayudará a encontrar a los mejores What good is a post on Facebook if you have no friends? ? ? ? ? ? ? ? ? ? 95% Followers están un 95% más dispuestos a responder a un InMail Los usuarios son un 61% már proclives a compartir información de una empresa a la que siguen 61% 79% de los usuarios están interesados en ofertas laborales de las empresas a las que siguen 79%
- 33. Build, engage and recruit: el camino hacia el éxito Followers Time Relevant Jobs Career Pages Targeted Media Employee Ads Recruiter Content Updates BUILD ENGAGE RECRUIT
- 34. El employer branding y la propia marca personal y la de los empleados son variables totalmente vinculadas LinkedIn Confidential ©2012 All Rights Reserved Escucha y aprende, y desarrolla una estrategia con objetivos claros y definidos Promociona y comunica tu marca en todos los lugares posibles, siempre adecuando el mensaje a quien lo va a escuchar Conclusiones Key takeaways
- 35. ¿Preguntas?
Notas del editor
- The world of work has been changing at a rapid pace for both clients and candidates as well as recruitment businesses. Recruitment companies have had to adapt over the years in the facing of evolving technologies. Connectivity – networking Choice – volumes of jobs and suppliers Channels – job boards, social media and job aggregators Explain changes – from off to online. The most recent technology to disrupt recruitment is that of the social web.
- One of the most common misconceptions around LinkedIn is that most recruitment companies treat us as a job board and a database, but to fully understand how to get the best from LinkedIn you need to treat it as a social media channel. Lets take a second to think about the purpose and reason as to why we use other social media platforms. Take Facebook as an example, the idea is to build a community around you of friends and like minded people to communicate with and share content that is relevant and engaging to your friends. LinkedIn is no different its about building a Followers ecosystem around you of relevant contacts who are interested in you, your company and what you have to say. Also, the social web has also dramatically changed how we process information, make decisions and look for work. We want and expect information to be as relevant and as personalised as possible. We now trust social platforms to help us make purchasing decisions e.g. trip advisor etc …. We are so research focused now and have so much more information that 57% of the decision to ‘buy’ is now made before any commercial contact with your business. This now applies about how we think about recruitment and finding our next job.
- So, your LinkedIn strategy should consist of three very simple steps.
- Employer brand is an organisation's reputation as an employer.[1] The term was first used in the early 1990s, and has since become widely adopted by the global management community.[2][3][4] Minchington (2005) defines employer brand as "the image of your organisation as a 'great place to work'".
- Cuando vamos a buscar un restaurante Ya están en redes sociales
- Habla su mismo idioma
- Your Part in the Bigger Picture on LinkedIn Say: The effectiveness of your recruiting efforts in LinkedIn Recruiter come down to understanding and managing your professional brand, as it relates to the organization that you support. On LinkedIn, it’s important to have a solid understanding of how your profile relates to the LinkedIn Ecosystem. There is an entire ecosystem that members experience that creates a story, or perception of an organization from a member’s point of view. This picture is created from a member’s experience with a (click) careers page, (click) to clicking into a job opportunity and seeing who posted the job, (click) to linking from work with us ads, (click) to your InMail communications from LinkedIn Recruiter – all of these things connect back to you, so it’s important to set yourself up and manage your presence in a way that will help members understand who you are, the company you represent, and why they want to trust you with their next steps in their career. Remember you’re part of a bigger picture, as a LinkedIn recruiter, the activity you drive in your recruiter license is fronted by your profile. The jobs you post will be linked to your profile, the recruitment media your company is running, when they see your profile, they see that media. This is all going to drive profiles back. Is your profile ready to capture al of the ways that the ecosystem traffic uses to arrive at your profile. Time: 2 minutes
- Use your LinkedIn status update as you would a targeted, business edition of Twitter. You can even selectively synchronize the two from LinkedIn.com or from Twitter.com. Your status updates are a fantastic opportunity to share information virally. You can: - Advertise open jobs at your company and ask your network to pass on leads - Share tips on job seeking to position yourself as an expert Post exciting updates about your company and highlight what it’s like to work there (as you’ll see on the slide, here’s Brendan again, sharing news and updates about LinkedIn, as well as jobs we have open right now.) A fantastic tool for adding value in your industry is to take advantage of LinkedIn Today. This is LinkedIn’s top news tool available right there inside the network. You can customize your news updates by industry and easily share relevant stories with your connections. Top news is surfaced by the people, not by an editorial staff!
- We use your talent brand reach and talent brand engagement to measure your talent brand index. Talent brand index measures your ability to engage the potential candidates who know about you. It measures your attractiveness among external talent. Your talent brand index is x%, and we will use this number to benchmark and compare your employer brand to peers, over time, and across functions and geographies.
- Your goal should be to grow your Follower's on LinkedIn – by building relevant Followers you will be far more successful both placing candidates and winning new business
- So LinkedIn has all three of your core audiences to help your business be successful. By building your Followers from candidates, clients and consultants you will achieve far higher results and the strategy you need to deploy for each of these is around the concept of “build, engage and recruit”.