Diversity is about much more than equal opportunity – it can actually drive business success. But building a diverse community and, in turn, a brand that promotes diversity, takes time. This webcast presentation gives you with the skills to engage diverse talent and build a brand that puts diversity first. It also showcases how Starbucks approaches attracting diverse talent.
Learn more about LinkedIn Talent Solutions: https://lnkd.in/g3NRhUJ
5. The numbers speak for themselves….
Diversity’s Dividend
15%
Gender diverse
companies
more likely to
outperform financially
What’s the likelihood that companies in the top quartile for gender diversity financially outperform companies in the bottom quartile? - Global Study, McKinsey, 2015
35% 1985
18% 2016
% of female Computer Science
students
Ethnically diverse
companies
35%
6. Employees with inclusive managers are 1.3X more likely to feel
that their innovative potential is unlocked
69% of women who off-ramp would have stayed at their companies
if they’d had flexible work options
Employees who are able to bring their whole selves to work are 42%
less likely to say they intend to leave their job within a year
Harvard Business Review, “Diversity Doesn’t Stick Without Inclusion” 2.1.17
….BUT Diversity Doesn’t Stick Without Inclusion
7. “Diversity is like being invited
to the party. Inclusion is being
asked to dance.”
- Verna Myers, Diversity Advocate
“Only when we feel psychologically safe
can we unleash our best selves.
When we’re part of a team that values
our opinion, we speak up and
contribute more. Alternatively, when we
don’t feel like we belong, we lose
productivity because we waste time
worrying about it.
- Pat Wadors, CHRO of LInkedIn
8. LinkedIn’s D.I.B.’s:
D&I + Belonging = Employee Engagement
“If people don’t see
themselves in your
marketing materials,
they don’t feel
included”
Talent Attraction Employee
Experience
Onboarding
10. Guiding Principle:
Your brand is one story told to different audiences
Growing favorability
Corporate Brand
Customers
Candidates
PressDriving sales
Customer Brand
Engaging talent
Talent Brand
13. Get to Know your Diverse Audience
Develop customized content that resonates with each group
Demographics
Who are they?
Years of Experience
Seniority
Industry
Skills
Function
Degree Type
Psychographics
What are their values and attitudes?
Work/life Balance
Competitive Pay
Challenging Work
Good Benefits
Inspirational Leaders
Behaviors
How do they interact with companies?
LinkedIn
Facebook
Job Boards
Career Fairs
Employee Connections
Geography
Where are they?
Actual geographic locations
Cultural Nuances
Currently Employed
Undergrad
Grad School
Targeted
Audiences
14.
15. Value Propositions Ranked by Importance
What do Military Candidates care about most when
considering a job opportunity?
15
Question asked: Please select the 5 most important factors when considering a job opportunity.
Source: LinkedIn Q3 2014 survey; Sample Size: 3,771
63%
56%
43%
40%
39%
37%
36%
31%
31%
27%
24%
23%
23%
22%
7%
61%
52%
31%
29%
43%
32%
30%
37%
30%
26%
30%
33%
32%
26%
7%
Compensation
Balance
Security
Impact
Challenging
Pride
Culture
Career Path
Contributions
Superiors
Colleagues
Development
Vision
Flexible
Transfer
Veterans Non-Veterans
2%
4%
12%
11%
-4%
5%
6%
-6%
1%
1%
-6%
-10%
-9%
-4%
0%
Compared to Non-Military
Military Candidates are more
concerned with making an
impact than the average
LinkedIn member.
16. Veterans and Military Candidates
Demographics
55%: 15+ years experience
Entry Level: customer service,
troubleshooting
Managers: strategic planning
Skills: Business, IT, Engineering
Operations, IT
Psychographics
They care about…
Making in Impact #1
Competitive Pay
Flexible Work Arrangements
A Place That Makes Them Proud
Job Security
Behaviors
LinkedIn
More likely to accept an inMail
Highly involved in groups
High mobile usage
Geography
DC, LA, San Diego, San Antonio, Seattle
Currently Employed
Undergrad
Grad School
Veterans
Targeting
Messaging
17. Roll out the Red Carpet & Segment Messaging to your
Audiences LinkedIn Career Page
LinkedIn members can now
select your audiences from a
dropdown menu from your
Career Page
Examples:
Diversity
Veterans
Students
Women in Tech
18. Take Action Through Messaging, Educate Recruiters
Wells Fargo’s goal
• Hire 20,000 Veterans by 2020
• Reverse perception of poor
Work/Life Balance
Strategy
• Series of ongoing posts
highlighting team members
making an impact on their
communities & promoting
Work/Life Balance
Measure
• Measure change in perception
and recruiter feedback
21. Women in Technology
Demographics
Who are they?
Years of Experience
Seniority
Industry
Skills
Function
Degree Type
Psychographics
They care about…
Work/life Balance
Flexible Work Arrangements
Competitive Pay
Challenging Work
Making an Impact
Behaviors
How do they interact with companies?
LinkedIn
Facebook
Tech Career Fairs
Geography
Where are they?
Actual geographic locations
Cultural Nuances
Currently Employed
Women
in Tech Targeting
Messaging
22. Organize, Brand, and Measure
Professional Personal Behavioral
Professional
Value Prop
Platforms
Veterans
• 55%: 15+ years
experience
• Skills: Business, IT,
Engineering
• Operations, IT
• DC, LA, San Diego,
San Antonio, Seattle
• Currently Employed
• Undergrad
• Grad School
• More likely to accept
an inMail
• Highly involved in
groups
• High mobile usage
• Making in Impact #1
• Competitive Pay
• Flexible Work
Arrangements
• Pride in work & Co.
• Job Security
Women in Tech
• Most in QA & Test
• Least in Embedded
& Application
• Bay Area, NYC,
Seattle, Boston, DC
• Passive
• Highly communicative
in groups
• High mobile usage
• Follow Companies
where they want to
work
• Work/life Balance
• Flexible Work
Arrangements
• Competitive Pay
• Challenging Work
• Making an impact
Diverse Youth
• HBCUs
• Internships
• Attend Events
• Community-Oriented
• Interested in Mentors
• Enjoy personal
communication
• Follow Influencers
• Highly receptive to
targeted messaging
• Highly Social
• 75% research
companies
• Most Engaged
Audience on LinkedIn
• High mobile usage
• Work/life Balance
• Competitive Pay
• Culture
• Strong Career Path
• Pride in Work & Co.
30. OPPORTUNITY FOR ALL
D i v e r s i t y +
I n c l u s i o n
S t a r b u c k s C o l l e g e
A c h i e v e m e n t P l a n
V e t e r a n s +
M i l i t a r y S p o u s e
O p p o r t u n i t y
Y o u t h
31. What is the ideal outcome?
Who is our audience?
How do we need to engage with them?
What tools or channels align audience + outcome ?
32. BRAND CONVERSIONINFLUENCE
Free Channels, Broad Reach
Your
career site
Job
Understand what tool drives what outcome. Not all tactics achieve the same objectives!
34. • Google Analytics
• Visit to Career Site
• Visits to micro sites
• Applications – before, during and after
• CPA – cost per application (channel spend vs. total applications)
KEY METRICS
36. Key Takeaways
Research & Educate: Get to know your audiences
Customize your diversity marketing message but align them
to your company’s Mission & Values
Partner outside of Talent Acquisition for Content
• Marketing, Social, Digital, and PR
• Corporate Communications
• Employee Resource Groups
• Events Staff
• Social Responsibility
• University Recruiting
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