MT - Business case - LinkedIn employer brand playbook

Employer Brand Playbook 5 Steps to Crafting a Highly Social Talent Brand Table of contents STEP 01 STEP 02 STEP 03 STEP 04 Reasons to Invest in Your Talent Brand 04 Get Buy-In STEP Measure and Adjust 42 07 9 Talent Brand Warning Signs 46 Listen and Learn 10 Let the Talent Brand Journey Begin 47 Craft Your Approach 18 Additional Resources 48 Promote and Engage 22 The Talent Brand Hall of Fame 49 05 talent.linkedin.com | 2 Index of useful facts and figures 3 Reasons to Invest in Your Talent Brand 04 Global Talent Brand Trends 05 Checklist to Audit Your Talent Brand Materials 11 Top Audiences to Listen to 13 Sample Survey Questions for Employees and Passive Candidates 14 Types of Research to Consider 16 Sample Goals for a Talent Brand Program 20 8 Golden Rules for Promoting (and Protecting) Your Talent Brand 23 6 Tricks for an Irresistible Job Description on LinkedIn 29 Tips to Jumpstart Your Company Page 30 Tips for Targeted Status Updates 31 4 Tips for Turning Your Employees into Talent Brand Ambassadors 36 Tools at a Glance 40 9 Talent Brand Warning Signs 46 talent.linkedin.com | 3 Introduction Is your company considered a great place to work? In today’s competition for top talent, your reputation as an employer is a key factor in whether a candidate will take your job – or leave it. The bottom line impact is real: a strong talent brand reduces cost per hire by up to 50% and lowers turnover rates by 28%.1 1 Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB (December 1, 2011) . 3 reasons to invest in your talent brand You’ll spend less on hiring. Lower your cost per hire by as much as 50%.1 You’ll boost retention. Reduce employee turnover by up to 28%.1 You’ll influence the conversation with candidates. If you don’t, others will. talent.linkedin.com | 4 What’s talent brand? The term “employer brand” has been around for a while, but social media has radically changed the game. Your employer brand was the messaging you pushed to the marketplace and periodically refreshed. Today that messaging is digested and amplified – or questioned aloud – in real time based on people’s experiences with your company. Your talent brand is the highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about your company as a place to work. Today’s best corporate career sites feature employees sharing what it’s like to work there. For the darker side of talent brand, check out blogs and online communities where you don’t control the message. 2 LinkedIn Talent Solutions, The State of Employer Branding, http://lnkd.in/stateofeb (October 2012), 8, 13. Global talent brand trends 91% of companies increased or at least maintained their talent brand investment in 2012. 83% of talent acquisition leaders say employer brand significantly impacts their ability to hire great talent.2 talent.linkedin.com | 5 Don’t be daunted. We’re here to help. I’m a small company. Do I have a talent brand? What if my company’s not that special? Every company has a talent brand. What do candidates find when they Google your company? What are current and former employees buzzing about in chat rooms? Does your messaging match what others say? Chin up. Read on and be inspired. We’ll help you find the secret sauce that sets your company apart. The good news is that there are multiple things you can do, many of them free, to showcase what makes your company special. And yes, you can compete with the big guns if you really focus on the most relevant talent pools. Where do I start? With the help of a few friends - HR and talent acquisition leaders from around the globe, plus our in-house solutions experts – we’ve built this 5-step playbook to help you get there. Whether you’re short on time and funds, looking to establish a best-in-class talent brand, or somewhere in between, you’ll find helpful tips you can start using today. talent.linkedin.com | 6 STEP 01 Get buy-in STEP 01 Start strong with executive buy-in Recruiting leaders often call the shots with employer brand – 61% either own it outright or co-own it with another function like marketing.3 No matter where the buck stops, we’ve found companies with strong talent brands have these three things going for them: buy-in from the C-suite, data to support their case, and strong cross-functional teamwork. 01 Start at the top 02 Arm yourself with data 03 Bring partners to the table Before you jump in, be sure to follow these guidelines. 3 LinkedIn Talent Solutions, The State of Employer Branding, http://lnkd.in/stateofeb (October 2012), 14. talent.linkedin.com | 8