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ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power of Media for Talent Acquisition | Apresentação Jennifer Brannigan

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ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power of Media for Talent Acquisition | Apresentação Jennifer Brannigan

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Apresentação de Jennifer Brannigan, Head de Soluções de Mídia América do Norte e América Latina do LinkedIn, no ConnectIn São Paulo, realizado no dia 23 de junho de 2015. O ConnectIn São Paulo reúne os maiores líderes do mercado para compartilhar os desafios de hoje e inspirar as soluções de amanhã.

Apresentação de Jennifer Brannigan, Head de Soluções de Mídia América do Norte e América Latina do LinkedIn, no ConnectIn São Paulo, realizado no dia 23 de junho de 2015. O ConnectIn São Paulo reúne os maiores líderes do mercado para compartilhar os desafios de hoje e inspirar as soluções de amanhã.

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ConnectIn São Paulo 2015: Conecte-se. Transforme-se. Inspire-se. The Power of Media for Talent Acquisition | Apresentação Jennifer Brannigan

  1. 1. Talent Solutions The Power of Media for Talent Acquisition Jennifer Brannigan – Head of Talent Brand, Americas
  2. 2. Information Age Media & Technology Knowledge Economy Linear Networked Age Social & Mobile Relationship Economy Interactive We are embarking on a new age. A Networked Age driven by Relationship Economics. Industrial Age Machinery Market Economy Analog
  3. 3. 5,000
  4. 4. 5 Steps to Boosting Your Talent Brand Through Content 6 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. 60% of the decision-making process is made prior to any direct interaction with a sales person.
  5. 5. People do not treat CAREER DECISIONS any differently.
  6. 6. are passive and not looking to move… 75% however,60%of them are open to opportunity Talent branding is imperative to successfully recruit passive candidates
  7. 7. Talent Branding is Marketing Marketing ​Goal = sales ​Audience = existing and potential customers ​Messaging = value proposition and benefits of products and services ​Call to Action = Buy our stuff ​Customer Journey = Aware Interest Intent Purchase Talent Branding ​Goal = hires ​Audience = existing and potential employees ​Messaging = value proposition and benefits of working at your company ​Call to Action = Come work with us ​Candidate Journey = Aware Engaged Applicant Hired
  8. 8. Today’s best recruiters are leveraging existing marketing strategies
  9. 9. 13 ​A talent brand is not what you say it is, it’s what they say it is. –Dave Hazlehurst, Partner and Director, Ph. Creative
  10. 10. Relationships matter. Connections matter. Your brand influences, and is influenced, by both. Your voice Your message Your opportunities Your audience Your employees Your candidates Your alumni Your customers Your investors
  11. 11. This means your talent, corporate and consumer brands are becoming indivisible.
  12. 12. Your brand has become one story, told to different audiences: overlapping, interconnected, reinforcing Engaging talent Talent Brand Driving sales Customer Brand Growing favorability Corporate Brand Customers Candidates Investors Authentic, consistent, and reinforcing
  13. 13. LinkedInTalentBrandIndex Lippincott Customer BrandView Index 36% 28%-6% 10% HighLow HighLow Cumulative Growth in Shareholder Value over 5 years:
  14. 14. of CEOs say they are primarily accountable for their employer brand
  15. 15. of CEOs say they are concerned about the availability of key skills to grow their business
  16. 16. ?
  17. 17. External Strategy2 Internal Strategy1
  18. 18. Know why it matters 1
  19. 19. 25 ​Talent Brand n. ​ the highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work ​ a significant asset for both hiring/retaining great talent and promoting your corporate image to the market
  20. 20. Channel Your Inner Marketer 26 The Importance of Talent Branding  Talent brand is vital to improving recruiting outcomes  Every company, regardless of industry, location, and size can harness the power of a strong talent brand  Social Media is leveling the playing field like never before, enabling organizations to articulate their brand every day, in many ways
  21. 21. believe talent brand strength makes a “significant impact” on ability to hire 77% Average reduction in cost per hire 50% Average reduction in turnover 28% talent professionals who say talent brand is a top priority in 2015 56% The case for talent brand Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  22. 22. The case for talent brand Source: LinkedIn Talent Trends Report, March 2014 Reputation as a “great place to work” Reputation for “great products / services” Reputation for “great people” Reputation for “being prestigious” 56%
  23. 23. 29 “Which channels or tools have you found to be most effective in promoting your talent brand?” 50% 52% 63% 45% 47% 60% Social media (e.g., Facebook, Twitter) Friends/family, word of mouth Online professional networks (e.g., LinkedIn) Large companies Small businesses Source: LinkedIn Global Recruiting Trends Report, Nov 2014
  24. 24. 30 “Think about the key quality hires that your organization made in the past 12 months. Which of the following were the most important sources for those key positions?” 22% 28% 37% 38% 10% 20% 30% 40% 50% 2011 2012 2013 2014 Source: LinkedIn Global Recruiting Trends Report, Nov 2014 Social professional networks Employee referral programs Company career website Internet job boards Internal hires
  25. 25. Know what you stand for 2
  26. 26. people employer brand culture perks leadership alumni network current employees candidate experience reputation perception transparency authenticity Employee Value Proposition Company Culture People Candidate Experience YOUR TALENT BRAND
  27. 27. 33
  28. 28. 36
  29. 29. Equip your brand ambassadors 3
  30. 30. 39 Develop and Communicate a Social Media Policy Distribute social media guidelines that encourage participation and reduce fear Provide stories of fellow employees on social media platforms Communicate in the local language and on local platforms Bring Cross- Functional Teams Together Create alignment through communication Encourage social media professional collaboration with colleagues Enhance teamwork by breaking down internal silos Build communities Empower your executives!  Bring your executives and functional leaders into the mix  Encourage them to share stories, projects and engage candidates Encourage Share & Tell
  31. 31. Educate your brand ambassadors
  32. 32. Give your employees a voice: Leverage their connections 60% increase in referrals in week one Reached 159,000 professional 40,000 companies 25% Sales professionals 350 links shared in one day
  33. 33. Engage your leaders High reach and engagement 98,299 VIEWS 893 LIKES 268 COMMENTS
  34. 34. Employees of the most socially engaged companies More likely to ‘feel inspired’ 20% More likely to ‘feel proud about the leadership of the company’ 15% More likely to ‘feel optimistic about the future of the organization’ 27%
  35. 35. External Strategy2 Internal Strategy1
  36. 36. Just. Get. Started. 1
  37. 37. Kaizen
  38. 38. Think Like a Marketer 2
  39. 39. Now, more than ever before, recruitment is marketing. Start the conversation Proactively bring those hard-to-reach candidates into your funnel Build relationships Win them over with content that matters to them in a voice they can relate to Convert From followers to candidates through outreach for the right opportunities Evangelize Give your employees a voice Aware Engaged Considering Hire Target Members Brand Ambassadors Done well, Talent Brand can accelerate the hiring funnel by 2x or more
  40. 40. The more they see you, the more familiar they become with your brand
  41. 41. 53% of individuals start thinking about a job search at least 5 months before the job switch… …and 75% of surveyed job switchers used LinkedIn during that recent job change to inform their career decision A 2015 survey of recent job switchers found…
  42. 42. Job switchers are engaging in multiple touch points to inform their decisions Laura Target Candidate
  43. 43. 52 Where to start
  44. 44. #1 Establish presence on Social Media #2 Find and reach your target audiences #3 Develop a content strategy #4 Measure & monitor
  45. 45. Establish your foundational branding on Social Media
  46. 46. Showcase your Talent Brand and Grow your Followers 55
  47. 47. 4X Companies who have a robust LinkedIn Career Page have on average 4X more followers
  48. 48. 2X Followers of a company with a LinkedIn Career Page are on average 2X more likely to respond to a recruiter’s InMail
  49. 49. 3X Companies with a relevant Career Page have their jobs viewed over 3X more times
  50. 50. 60
  51. 51. 61 Members searching other members every year Page views on LinkedIn are members viewing members’ profiles Activity on LinkedIn is looking at your connections profiles 5B 76% #1
  52. 52. WWU Paulo Pires
  53. 53. 10XFollowers are 10X more likely to share your content
  54. 54. 71%of members are interested in updates on job opportunities from companies they follow
  55. 55. 3XMembers are 3X more likely to apply for jobs at companies they follow
  56. 56. Find and reach your target audience
  57. 57. Summary: Career and Professional Highlights Experience / Education Title, Current Company, Job Function, Seniority, Industry, Company Size, Past Company Groups / Associations Location Skills & Expertise Jane Smith Sr. Engineering Manager
  58. 58. Jane, you have a career opportunity from xyzCo. Are you ready for a new challenge? xyzCo
  59. 59. SPEAK TO AN XYZCO RECRUITER Are you ready for your next challenge at xyzCo? Hello Jane, xyzCo is growing and hiring top Sales talent. Our business is thriving and we are excited to bring on some of the best in the business to join our team. We realize that in order to sustain our growth we need to invest in hiring the best people to our organization. We are looking for an Senior Sales Consultant who loves winning, innovating, and having a lasting impact on the world. Now is a great time to join our company to have a hand in shaping how we do business! Want to learn more or know someone else who may be interested? Click on the button below and we’ll be in touch! “I’m Interested” Buttons Once clicked, member’s info goes directly to your recruiters What makes ACME unique? Follow ACME on LinkedIn
  60. 60. Develop a content strategy
  61. 61. ​LinkedIn Members now consume content ​6X more ​Than they do jobs ​Rethinking the myths…
  62. 62. What is Content Marketing? Any marketing that involves the creation and sharing of media and publishing content in order to acquire clients or candidates Content Marketing develops long term relationships with your audience • Adds value to the industry conversation • Provides concrete tips and offers unique insights • Does not aim to directly sell, rather provides free value • Establishes the publisher as a thought-leader or trusted advisor Why is it important?
  63. 63. Every time you post content, you’re nurturing the relationship with your followers 73 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 Consultancy of Choice Ways to build relationships with target talent Member News Feed
  64. 64. 74 Sponsored Updates Reach the entire LinkedIn network Company Updates Only reach your pool of followers With Sponsored Updates you can build the same kind of relationships with talent outside your followers 364M+ (+2 every sec) LinkedIn Member Population 19,000
  65. 65. Build relationships with candidates on desktop, tablet and mobile 50% of LinkedIn’s traffic is from mobile Engagement rates can be up to 5x higher on mobile When viewed with Recruitment Ads, Sponsored Updates see a 25% lift in engagement 75
  66. 66. Drive quality engagement with the candidates you need 76 Build communities of top talent Generate 2-way dialog with target candidates
  67. 67. Examples of Content Marketing
  68. 68. When creating great content keep these tips in mind Be conversational Keep it short Be visual Offer snackable tips Include a call to action
  69. 69. Measure and Monitor
  70. 70. Improve employee survey ratings3 Reduce attrition2 Increase acceptance rate1 Increase employee social engagement4 Measure for success
  71. 71. 82 And if you remember nothing else…
  72. 72. Think like a marketer
  73. 73. Kaizen
  74. 74. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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