Make Your Nonprofit Irresistible to Candidates [Webinar]
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Did you know that a strong talent brand attracts more than 2x the number of applicants for job postings, and can cut your cost per hire by almost 50%? 3 things you'll learn how to do in this deck: Brand your organization as a great place to work Engage individuals with exactly the skills you need Get your opportunities in front of mission driven candidates Social media levels the branding playing field. By leveraging LinkedIn strategically, even small nonprofits can compete with the hottest companies for talent. Check out the full webinar on how to make your nonprofit irresistible: http://youtu.be/GhgpWsQcvR4
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Make Your Nonprofit Irresistible to Candidates [Webinar]
- 1. Make Your Nonprofit Irresistible Building your Talent Brand
- 2. How well do you know branding?
- 3. 5,000
- 5. 5 Establish how we should talk about this – “I provide great services” “I provide great services I provide great services I provide great services” “I understand you provide great services”
- 8. What is it like to work there?
- 10. Talent brand
- 11. Talent Brand, n. The highly social, public version of your employer brand, incorporating what talent thinks, feels, and shares about your company as a place to work.
- 12. People complete 60% of the decision making process prior to any direct interaction with the brand –and that extends to the way people now look for employment. 12 With a consumer brand, 60% of the decision- making process is made prior to any direct interaction with a sales person.
- 13. 13 Why would they treat BUSINESS & CAREER DECISIONS any differently?.
- 14. 14 A strong Talent Brand… half the cost per hire 50% More applicants attracted to the job 2x Responses to recruiter outreach
- 15. 15 And can contribute to retention: New employees sourced through LinkedIn are up to 40% less likely to leave within the first six months
- 16. 16 6% 21% 74%No formal employment branding process Yes, have a formal employment branding process Don’t know Nonprofit Sector Statistics Nonprofit HR |
- 17. Where do I start?
- 18. Build Engage Recruit Your followers & your brand Nurture your target audiences Do what you do best #HiretoWin 11
- 20. Free Paid
- 22. What assets do you have on LinkedIn today? Your Organization Page Your Employee Profiles 22#HiretoWin
- 23. Add a logo and banner image Add a company description Point out your specialties Grow your follower base How can you best brand your Company Page? 23#HiretoWin
- 24. 24#HiretoWin
- 25. Add a picture (11x more views) Include a creative headline Include an elevator pitch about your nonprofit Fill out the volunteer & causes section Show, don’t tell – video goes a long way Ask for recommendations from volunteers and board members How can your employees best brand their profiles? 25#HiretoWin
- 26. 26#HiretoWin
- 27. Followers are your brand advocates & a viable pool of candidates Responsive leadsEngaged talent pool 81% Your followers are 81% more likely to respond to your recruiter’s InMail 61% of members are more likely to share information as a result of following a company 79% of members are interested in updates and job opportunities from companies they follow Brand evangelists 27#HiretoWin
- 28. How can you build your organization’s follower base? Employee ProfilesYour Company Page Targeted Ads 28#HiretoWin Status Updates Employee Profiles
- 29. Maximize your Company Page presence Leverage your employee profiles Build your follower base Key takeaways: Building your brand 1 2 3 29#HiretoWin
- 31. How do you ENGAGE your audience?
- 32. Nurture your audience with targeted, value-add content 32 Content marketing Career page Targeted media
- 33. What is content marketing? Any marketing that involves the creation and sharing of media and publishing content in order to engage key audiences Content marketing develops long-term relationships with your audience 1 • Provides relevant updates on the communities your organization impacts • Showcases what it’s like to work at your nonprofit • Establishes the publisher as a thought leader or trusted advisor Why is it important? 33#HiretoWin
- 34. Examples of content marketing 34#HiretoWin
- 35. Every time you post content, you’re nurturing the relationship with your followers 35 Generate awareness of roles you are filling Build a community of target candidates Promote news or upcoming events Establish thought leadership Build reputation as a top nonprofit to work for Ways to build relationships with target talent Member news feed #HiretoWin
- 36. 36 Sponsored Updates Reach the entire LinkedIn network Company Updates Only reach your pool of followers Sponsored Updates can build the same kind of relationships with talent outside your followers 364M+ (+2 every sec) LinkedIn member population 500 #HiretoWin
- 37. Focus on storytelling through testimonials Multiple page versions highly targeted to visiting talent Jobs Customized to the audience Career Page - what is it like to work at your org Powerful Video Content that engages the viewer 2 37
- 38. 38 Content enhances Job Posts for further engagement
- 39. Tips and tricks for your Career Page Think visually Think video Your Target Audience Think customized 39 In honor of Earth Day, this week’s Taproot+ Feature is a nonprofit that aims to plant, preserve & protect NYC’s urban forest through education & community support. Taproot Foundation Think digitally
- 40. Targeted ads find and engage any audience…3 40#HiretoWin Attract candidates Gain more followers If you want to: Here is a solution: Drive traffic to opportunities
- 41. How does it all come together?
- 42. 42 Example: Guide Dogs for the Blind
- 43. Client example: CUSO International 43
- 44. 44#HiretoWin
- 45. Client example: Kiva.org Grew follower base by close to 7,000 in 12 months! Called the “hottest nonprofit on the planet” by FORTUNE Magazine 45
- 46. Use content marketing to develop relationships with your audience pools Leverage your Career Page to showcase your unique organizational culture Reach and engage your target audiences with ads Key takeaways: Engaging your audience 1 2 3 46
- 47. Build Engage Recruit Your followers & your brand Nurture your target audiences Do what you do best 11
- 48. 2 Engage your employees. They are your primary brand ambassadors. Direct takeaways – what you can start doing today. Take some time to rock your profile.1 3 4 5 Partner with your marketing colleagues to share great stories and content on LinkedIn. Give your Company Page some love. Are there pictures? Engaging content? Take ownership of how you’re perceived as an employer! Consider Employee Profile Ads, Targeted Recruitment Ads, and a Career Page.
- 49. 49
- 50. 50 Other LinkedIn resources for nonprofits Find employees - 50% off a full time job posting Find board members / volunteers - 90% off a job posting for a volunteer or board member General resources - Case studies, tip sheets LinkedIn for Nonprofits – monthly webinar that overviews all our nonprofit offerings - Register on the nonprofit website Advanced search – great free tool nonprofit.linkedin.com
- 51. 51 Thanks for viewing! Follow us on social media: talent.linkedin.com/blog #hiretowin
Notas del editor
- Start with some background on branding
- We are all familiar with branding – we see messages put out by companies, marketers, individuals, the media, etc at every point of our day. On average, people are exposed to over 5,000 messages a day, coming from all sorts of different channels!
- These are coming in through many new channels – social and mobile have vastly increased the reach of messages. The introduction of these channels has helped level the playing field, making it much more affordable and achievable to reach a wide audience.
- Through all of these channels, companies and organizations are generally promoting their products or services. To break down a few terms we’ll refer to throughout this presentation - MARKETING – process of determining how you want to talk about a product or service ADVERTISING – how you promote products or services, usually paid and through a variety of channels BRANDING- the consumers’ feelings toward a particular product or service
- All this work results in an organization’s brand. If I were to show you these different names, would you be able to tell me about a product or service they provide?
- While certainly not a comprehensive list of everything, here might be a few commonly associated products or services that come to mind. That is their consumer brand, which tells you what you can expect from an organization.
- However, if pose this question to you, can you answer it as easily?
- If I put those same organizations in front of you, would you be able to tell me what it is like to work there? This reputation is known as Talent Brand, or the ability for candidates to reiterate their feelings towards working at a certain place.
- Here are some examples of branding that targets candidates rather than consumers.
- So, talent brand. First of all, what do we mean by it. Second, why is it valuable
- We know that people make 60% of their buying decision before they ever interact with a brand.
- The same is true of seeking or considering a new job. We use tools like LinkedIn, Twitter, Google and company websites. We also ask friends about their experiences and check Glassdoor. As a result of this, you need to make sure you’re thoughtful about the information you share about your company –the more relevant it is to me and what I care about, the more likely I am to take the next step –and potentially apply for a job with you. If you want to hire the best, you’ve got to get out in front of this too. You’ve got to educate and inspire the talent marketplace about your organization and what makes you different from your competitors. You’ve got to think and act like a marketer. If you don’t do this and your competitors do, who’s going to be talking to and taking the best and the brightest?
- It’s not just branding for branding’s sake – backed up by LinkedIn data – we can bring these stats to life (internal research studies)
- And just on LinkedIn we have the data to back up how it confirms retention – when they change their job title, conduct a job search, etc..
- http://www.nonprofithr.com/wp-content/uploads/2015/03/2015NEP_SurveyInfographic_FINAL_Web.pdf The Nonprofit HR group ran a survey of nonprofits to determine the health of the hiring industry, and found that a majority of nonprofits haven’t engaged in a formal employment branding process, and found that the vast majority do not. They concluded that “as more and more employers across multiple sectors are investing in employment branding, a lack of formal branding process among nonprofits can put mission-driven organizations at a notable disadvantage when it comes to recruitment.” “potential applicants might be hesitant to apply for a position at an organization if they do not know that organization’s reputation as an employer”
- 2 pillars and how they impact your recruiting efforts —we’ll use this framework as we go through the presentation
- We call this the talent acquisition funnel—and it’s the same model marketers use when thinking about customer acquisition.
- Just to note, there are a lot of free things you can leverage today on LinkedIn, as well as some paid options that will help you maximize your reach. We will differentiate the free vs. paid options with a star and a price tag. We’d suggest starting to optimize your free options, then if you’re looking to expand your reach, target more specifically, or raise the number of candidates you’re getting in, you can investigate what paid products will help you achieve your goals.
- Start with “build” side of things.
- Company page slide 1 of 2 Voice over what a “company page” is—everyone can have one, they are free, etc.
- Company page slide 2 of 2 There are over 4M Company Pages on LinkedIn. How do you make yours stand out? (red boxes animated) Intro slide—mention image, updates, and followers— we will get into the importance of a follower base shortly.
- 2nd asset is employee profiles Keep brief, read through bullets
- Matt Kramer—CEO of teach for america Highlight member posts, summary Point at ad with Emmett’s face, call out that is paid and we’ll get to it shortly.
- How to build that follower base? (spend 30 seconds on each) Status updates--- people follow your org because they want to stay informed. Updating your company page and status with dynamic content will keep followers interested Employees are your org’s best brand ambassadors—make sure their profiles are up to date and representative of who you are as a place to work, and that they’re following the org. Call out free AND paid employee profile options
- Thanks Bridget! Now that we understand the importance of Building your brand and leveraging your employees actions on LinkedIn, and we have members in that marketing funnel, the question is how do we then turn them into potential candidates.
- Or, how do we ENGAGE that audience of potential candidates and clients off the bat and how do nurture them, keeping them engaged with your organization over time. We don’t want to just talk to them once--we want to keep in on-going engagement with them so that no matter if they are ready to make a move now, 2 months from now or 2 years from now.. They know who you are and what kind of a org you are. Always make sure you are top of mind.
- There are three pieces of engagement that I am going to take you through that are going to allow you to reach your audience and engage them with your brand and message. Content Marketing Career Pages Targeted Media
- First off, Content Marketing! Read definition People often get scared of this term, but they shouldn’t. Nonprofits do this every day. I was in nonprofit marketing for years and I used to roll my eyes when fancy marketing firms would come and offer to provide content marketing service—because that was already all I did. Every time I talked about the organization, the work we did and the impact it had, that is content marketing. It’s about telling a story that engages your key audiences and, in the case of talent brand, communicates what it’s like to work there while positioning your organization as a leader in the field.
- Nonprofits do this every time they talk about the work they do and the impact it has. You can see from some of these examples—content marketing doesn’t have to be complicated, people want to know what you do and how it benefits your community And is as simple as posting updates to your company page For example: Thought Leadership Changes/struggles in your issue area Recent accomplishments. When you think about content to put out in front of your target audience think about gathering articles or videos. If you have white papers or blog info. those are all great pieces to share.
- So who do you market your content to? Well, Right now, when you post updates to your company page, it shows up on your followers’ news feed as part of the content that they consume. Organizations like yours that post regularly are able to build meaningful relationships with target talent in their follower base. There are a number of ways companies can do this successfully: Establishing themselves as thought leaders in their industry Creating awareness of their company and the fact that they are hiring Building a community of candidates Driving candidates to an event or sharing company news Building their reputation as an employee of choice Which of these resonate most with your own goals and what you’re currently looking to do with your followers?
- We can take our content to the next level, by sponsoring these updates, and start to get our updates and information in front of people outside of our follower base. By sponsoring an update, we can get our brand and information in front of new candidates and clients. Perhaps you are launching a program in a new market or community, or starting to recruit in a new industry.. Do those candidates and clients know our nonprofit? This is a great way to start to get in front of those members and educate the market.
- Another paid feature that showcases your organization’s culture and drives engagement is the Career Page, which can help nurture your followers and targeted members on Linkedin. This is a place for storytelling.. It allows your organization to tell it’s story and set yourselves apart from the competition.. What differentiates you, and what do candidates need to know about working with you. This is a place to showcase videos, testimonials, case studies or white papers On average…. 50% of the visitors will click through to learn more 45% of them will apply to a job or head to your website Put yourself in a LI member’s shoes - and they have now become a follower of your nonprofit. They are interested in you and want to learn more perhaps they want to hear from people you placed or see what jobs you have available. This is the place to tell that story and nurture those follows so that we can keep them engaged with a place that they can find information on your nonprofit and what it’s like to work there.
- The content on your career page is working hard for you. When you have a career page your content is pulled and joins your job slots to enhance the experience for the candidate as they review jobs on linkedIn. If I’m a candidate not only do I see the details of the open position, but I get a feel for what your organization is like, and what it would be like to work with you.
- Some tips for your Career Page.. Think Visually: An image is worth a 1000 words- show people use bold colors Think Video: Video is the most engaging media people love to click and watch a quick video.. it helps them connect with you and your firm Think customized: Like we went through earlier relevant content is king and high quality experience online is something people have come to expect. Think about the type of mission-driven talent you are trying to attract, and think about what types of accomplishments or stories would engage them and make them want to learn more. Think digitally: speak in headlines and keep it short and punchy. People don’t want to read a 10 page article, and they don’t need every nut and bolt right off the bat. Keep in mind that 41% of the time they are doing their research on a mobile device.
- The 3rd tool for engagement is targeted ad units. These will find the LinkedIn members you’re most interested in engaging, and drive them to your Career Page. Remember relevance is key. LinkedIn has an audience that are 75% passive candidates.. But 60% of them are open to opportunity.. If it gets placed in front of them. They’re not actively looking, so we need to meet them where they are—with relevant opportunities that are going to pique their interests. We also want to lead with a message that resonates.. Compelling information and thought leadership.. What information can we put in front of a candidate will let them know the potential impact they could make by working with your org.
- Good example of engaging employees as brand ambassadors
- Keep super brief and high level Media: Career Page Employee Profile Ads Results: ~450 unique visitors to their Career Page per month Incredible traffic on their jobs Have ~21,000 employee profile views/year
- Added careers page When members come to their page they are served up relevant jobs, information on the firm advice for candidates, thought leadership for clients.
- They are keeping their followers engaged through content! Jobs, thought leadership pieces, updates from the field, etc. Grew follower base by almost 7,000 in just one year, and called THE “hottest nonprofit on the planet” by FORTUNE.
- Ads = employee or targeted
- So to bring it all home
- Take some time to rock your profile. Remember—it all starts with you! Engage your employees. They are your primary brand ambassadors. Empower them to be representatives of your organization online. Give your Company Page some love. Are there pictures? Engaging content? Looking at the page, would you want to work there? Partner with your marketing colleagues. Chances are they are already creating great content and posting it online. Share your great work with your followers on LinkedIn! Ready to take the next step? Consider Employee Profile Ads, Targeted Recruitment Ads, and a Career Page. Take ownership of how talent on LinkedIn perceives you as an employer!
- Just so everyone’s aware, Don’t forget Talent Connect is coming up in October. This is the world’s largest talent acquisition conference, and this year will feature speakers and sessions that focus exclusively on our nonprofit audience.
- LinkedIn has some great resources exclusively for nonprofits. Take advantage!