How are you influencing the conversation around what talent thinks, feels and shares about what it’s like to be a part of your organisation? For large and small companies alike, an inspiring employer brand will deliver real results, driving down cost per hire and employee turnover.* *LinkedIn Research 2011

2. Why we’re here
83%Agree that employer
brand has significant
impact on ability to
hire great talent
talent.linkedin.com
Prioritisation of employer brand
(by company size)
69%
Agree employer brand
is a top priority for
their organisation
67%
70%
67%
78%
< 500 Employees
501-1,000 Employees
1,000-10,000 Employees
> 10,000 Employees
For more details, see lnkd.in/stateofeb

3. StrategicStrategic
Social recruiting is enabling organisations
Emerging
Foundational
Traditional
People Talent
Reactive
Transactional
Recruitment
High Cost
Quantity = Active
Proactive
Sourcing & Branding
Efficient & Effective
Quality = Passive
Emerging
Foundational
Traditional
3
talent.linkedin.com

4. Why talent brand?
talent.linkedin.com
A more talent-centric way of
thinking about your employer brand

5. Your talent brand is the highly
social, totally public version of
your employer brand that
incorporates what your talent –
past, present and potential -
thinks, feels and shares about
your company as a place to work.
talent.linkedin.com

6. Why you should invest in your talent brand
3 reasons to invest in your talent brand
Lower cost per hire by
up to 50%.
Reduce employee
turnover by up to 28%.
Influence the conversation
with candidates.
91%
of companies increased or at
least maintained their talent
brand investment in 2012.
talent.linkedin.com

7. 5 steps to a highly social talent brand
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust
POLL: which of these five steps is most challenging for your organisation today?
talent.linkedin.com

8. Step 1: Get buy-in
talent.linkedin.com
• Start at the top
• Share compelling
data
• Bring partners to
the table
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust

9. How to get executives to champion your
talent brand
Start at the top
• Your CEO and their
team must get behind
your talent brand, and
commit to helping
promote it.
Arm yourself with data
• Universal facts
Stress the business impact
of your talent brand.
• LinkedIn insights
Data on your company’s
social presence
• Number of
employees with
profiles,
• Aggregate number of
connections, etc.
• Recruiting metrics
Who you’re losing talent to
and where you’re struggling
to hire.
Bring partners to the
table
•Examples: HR,
Communications,
Marketing, IT.
•Create a cross-
functional talent brand
task force.
talent.linkedin.com

10. Buy-in often starts with small wins
“I probably delivered the same
deck 40 times, sometimes to the
same audience. You will feel like
a broken record but it doesn’t
sound like that on the other end.”
Kara Yarnot
SAIC
SAIC turns to data to
ease concerns
Challenge: Leadership feared that competitors
might poach employees more easily if they joined
LinkedIn.
Approach: Presented the unchanged pre- and
post-attrition rates to leadership.
Result: Leadership bought in to the network, built
their own profiles, and even became active
themselves.
talent.linkedin.com

11. Step 2: Listen and learn
talent.linkedin.com
• Start at the top
• Share compelling
data
• Bring partners to
the table
• Audit existing
materials
• Do your research:
who, what, when,
where & how
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust

12. Look before you listen
Audit checklist
• Employee exit interviews
• Candidate feedback
• Employee LinkedIn profiles
• Activity on other social media platforms (e.g.,
Twitter, Facebook, YouTube, Flickr)
• Other online discuss forums (e.g., blogs,
LinkedIn Groups, rating sites like Glassdoor)
Public
• Corporate website
• Graduate recruitment materials
• Recruitment advertising
• Live event materials
• Company and Career Pages on LinkedIn
• Official presence on other social platforms
Private
• Direct communications with candidates and alumni
• Company intranet
• Training and development materials
• Performance management process
Official Unofficial
Perform an audit from the shoes of both candidates and employees:
talent.linkedin.com

13. Decide who, what, when, where & how
Who
• Think internal and
external
• Include real-world
views (e.g.,
candidates who
declined offer)
What
• Find out:
• What attracts
talent?
• What keeps them
there?
• What to improve?
talent.linkedin.com

14. Sample questions
talent.linkedin.com
 What are the most important values you
look for in a job?
 Where does XYZCo do a very good job of
delivering on these values?
 Which important values do you feel XYZCo
does not deliver on?
 What originally attracted you to join
XYZCo?
 To what extent have your expectations
been fulfilled? Where have they been
exceeded? Where have they not been
met?
 If you wanted to convince a friend to work
at XYZCo, what story would you tell them?
 How likely would you be to recommend
XYZCo as an employer?
 What are the most important values you
look for in a job?
 Based on your knowledge of the
company, where does XYZCo do a very
good job of delivering on these values?
 Based on your knowledge of the
company, which important values do you
feel XYZCo does not deliver on?
 When you think about companies that hire
people with your skillset, which companies
come to mind?
 How familiar are you with XYZCo as a
place to work?
 How likely would you be to consider a job
at XYZCo?
 What is your overall impression of XYZCo
as a place to work?
Current employees Passive candidates

15. Decide who, what, when, where & how
Who
• Think internal and
external
• Include real-world
views (e.g.,
candidates who
declined offer)
Where are the inconsistencies between what you say and what they think?
How does the feedback vary by audience?
What are the biggest issues you need to address?
When
• Regular cadence
• Change in strategy
or leadership
• Decline in hiring
results
Where &
how
• Focus groups
• 1-on-1 interviews
• Surveys
• Suggestion boxes
What
• Find out:
• What attracts
talent?
• What keeps them
there?
• What to improve?
talent.linkedin.com

16. Listening can make all the difference
Strategic annual survey use
Challenge: Keeping employees engaged
in a connected world.
Approach: Through an annual survey,
JPMorgan asked what employees need/
want in order to stay. Top answers:
mobility and development opportunities.
Result: Launched extensive internal
mobility program.
•In 10 months, internal hire rate rose by
5% (they fill 75K positions/yr)
•Ranked #1 in Europe and #2 in the US
in Vault’s 2013 Best Places to Work for
Internal Mobility rankings.
talent.linkedin.com
Ellie
Shephard
Global Recruiting
Program Manager,
Vice President

17. Step 3: Craft your approach
talent.linkedin.com
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling
data
• Bring partners to
the table
• Audit existing
materials
• Do your research:
who, what, when,
where & how
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust

18. How to deliver an authentic talent brand
REAL
CONSISTENT
PERSONAL
BRAVE
talent.linkedin.com
Promise what you can deliver
Challenge: Talking about work-life balance at a
professional services firm.
Approach: Shifted focus from work-life balance to
‘flexibility’ - just as valuable to employees but much more
realistic.
Result: Believable talent brand, internally and externally.
Danielle Bond, CMO

19. talent.linkedin.com
Authenticity is everything

20. Begin with the end in mind
Sample goals for your talent brand program
• Increase offer acceptance rate by X%
• Reduce attrition by X%
• Improve employee survey ratings by X%
• Increase baseline familiarity with your talent brand in external surveys by X%
• Double the number of employees with an optimised social presence
• Increase Talent Brand Index score by X% relative to key talent competitors or
for high-priority functions/regions
talent.linkedin.com

21. Step 4: Promote and engage
• Upgrade profiles
– yours & team’s
• Spruce up your
Company Page
• Use targeted
status updates
• Launch your
Career Page
talent.linkedin.com
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling
data
• Bring partners to
the table
• Audit existing
materials
• Do your research:
who, what, when,
where & how
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust

22. 8 golden rules for promoting (and protecting)
your talent brand
Look in the mirror.
Make sure that what you do (and don’t do) is
what you’d like employees to emulate.
Empower your employees.
Lay out the goals and show them a clear, easy
path to action.
Inform your leadership.
Use data to gain support, ease concerns, and
help explain your choice of platforms.
Target your messages.
The more relevant your message is to a particular
audience, the greater its impact will be.
Make your culture shine.
It’s never just about jobs. Focus on your people –
their stories and emotions.
Go viral.
For amplified results, find creative ways to get more
people talking about your company’s great culture.
Be visual.
Bold and colorful images, graphics, charts, and
videos can bring your brand to life.
Don’t bite off more than you can chew.
Show that your efforts are scalable and sustainable
on one platform before moving on to another.
talent.linkedin.com

23. Engaging, friendly
picture
Who wouldn’t want to
work with David?
Links
to branded
destinations
Engaging summary
Descriptive and
personal
Headline
that is clear or
descriptive
Other features
we like:
•Volunteer
experiences
•Just enough on
prior positions to
build credibility
It all starts with your people
Core Skills
Endorsed by your
network

24. Spruce up your Company Page
01 Talk to your marketing team and
coordinate your approach.
02
Add an image that welcomes
visitors to your page and
showcases your brand.
03
Post status updates to start a
conversation with your target
audiences.
04
Add products/services and solicit
recommendations so people can
learn about what you have to offer.
05
Feature relevant groups to attract
a broader audience and extend
your reach.
5 tips to jumpstart your
Company Page
talent.linkedin.com

25. Use Targeted Status Updates
Tips for targeted status updates
Share jobs, relevant news stories about
your company, employee interviews from
your blog, etc.
Mix it up
Sketch out what you’ll say in advance
and build a dialogue with your followers.
Have a plan
Remember the messaging you’re trying
to get across and think about how to
incorporate it.
Stay on brand
talent.linkedin.com
71%
of company followers on
LinkedIn are interested in
career opportunities at
companies they follow.

26. Create a central hub via Career Pages
Think visually.
Use bold images to give a real-world
glimpse into your organization.
Think digitally.
Whatever you say, keep it brief. online,
where attention spans are shorter.
Think video.
You’ll be able to engage candidates
more deeply if they hear real people tell
their own stories,.
Think customized.
Adapt your content to viewers based on
their LinkedIn profiles. Target based on
job function, industry, geography, etc.

27. Promoting your talent brand beyond LinkedIn
Twitter Facebook YouTube SlideShare Pinterest
talent.linkedin.com

28. • Assess key
indicators
• Use Talent Brand
Index to prioritize
Step 5: Measure and adjust
talent.linkedin.com
• Upgrade profiles
– yours & team’s
• Spruce up your
Company Page
• Use targeted
status updates
• Launch your
Career Page
• Leverage ads on
employee profiles
• Create brand
ambassadors
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling
data
• Bring partners to
the table
• Audit existing
materials
• Do your research:
who, what, when,
where & how
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust

29. If you don’t measure, you can’t manage
only one out of three
talent.linkedin.com

30. Sample metrics
Key indicators of talent brand success
• Your offer acceptance rate goes up
• Employee retention increases
• Internal surveys confirm your employees are excited about your company as a place to work
In-house
• Traffic to your employee video stories goes up
• You double the number of employees with an optimised social presence
Online
• Your Talent Brand Index score rises versus your peers and in the segments that you care
most about
Talent Brand Index
talent.linkedin.com

31. How Talent Brand Index works
Talent that is interested in you as an employer
Researching company and
career pages
Following your company
Viewing jobs and applying
Talent Brand
Engagement
264,362 members
talent.linkedin.com
Talent Brand
Reach
1,873,354 members
Viewing employee profiles
Connecting with your employees
Talent that is familiar with you as an employer

32. What percent of people who know about you show an interest?
Talent Brand
Engagement
Talent Brand
Reach
Talent
Brand
Index
How Talent Brand Index works
1,873,354 members
264,362 members
=
talent.linkedin.com
Benchmark your score, e.g. v.s key competitors

33. • Assess key
indicators
• Use Talent Brand
Index to prioritize
Let your talent brand journey begin!
talent.linkedin.com
• Upgrade profiles
– yours & team’s
• Brand via Jobs
• Spruce up your
Company Page
• Use targeted
status updates
• Launch your
Career Page
• Leverage ads on
employee profiles
• Create brand
ambassadors
• Be real
• Be personal
• Be brave
• Be consistent
• Set your goals
• Start at the top
• Share compelling
data
• Bring partners to
the table
• Audit existing
materials
• Do your research:
who, what, when,
where & how
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote
and engage
STEP 5
Measure
and adjust

34. Goodbye, control. Hello, influence

35. Download the playbook, and contact us for help!
talent.linkedin.com
Questions?
STEP 1
Get buy-in
STEP 2
Listen and
learn
STEP 3
Craft your
approach
STEP 4
Promote and
engage
STEP 5
Measure and
adjust
Visit talent.linkedin.com to learn more about our solutions