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.

1. Talent Solutions
The Power of Media for Talent Acquisition
Jennifer Brannigan – Head of Talent Brand, Americas

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

5. 5,000

6. 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.

7. People do not treat
CAREER DECISIONS
any differently.

8. 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

10. 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

11. Today’s best recruiters are
leveraging existing marketing strategies

13. 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

15. 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

16. This means your talent, corporate and consumer
brands are becoming indivisible.

17. 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

18. LinkedInTalentBrandIndex
Lippincott Customer BrandView Index
36%
28%-6%
10%
HighLow
HighLow
Cumulative Growth in Shareholder Value over 5 years:

20. of CEOs say they are primarily accountable for their
employer brand

21. of CEOs say they are concerned about the
availability of key skills to grow their business

22. ?

23. External Strategy2
Internal Strategy1

24. Know why it matters
1

25. 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

26. 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

27. 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

28. 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%

29. 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

30. 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

31. Know what you stand for
2

32. 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

33. 33

36. 36

38. Equip your brand ambassadors
3

39. 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

40. Educate your brand ambassadors

41. 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

42. Engage your leaders
High reach and engagement
98,299
VIEWS
893
LIKES
268
COMMENTS

43. 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%

44. External Strategy2
Internal Strategy1

45. Just. Get. Started.
1

46. Kaizen

47. Think Like a Marketer
2

48. 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

49. The more they see you, the more familiar they
become with your brand

50. 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…

51. Job switchers are engaging in multiple touch points
to inform their decisions
Laura
Target Candidate

52. 52
Where to start

53. #1 Establish presence on Social Media
#2 Find and reach your target audiences
#3 Develop a content strategy
#4 Measure & monitor

54. Establish your foundational branding on
Social Media

55. Showcase your Talent Brand and Grow your Followers
55

57. 4X
Companies who have a robust LinkedIn Career Page
have on average 4X more followers

58. 2X
Followers of a company with a LinkedIn Career Page are
on average 2X more likely to respond to a recruiter’s InMail

59. 3X
Companies with a relevant Career Page have
their jobs viewed over 3X more times

60. 60

61. 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

62. WWU
Paulo Pires

63. 10XFollowers are 10X more likely to share
your content

64. 71%of members are interested in updates on
job opportunities from companies they
follow

65. 3XMembers are 3X more likely to apply for
jobs at companies they follow

66. Find and reach your target audience

67. 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

68. Jane, you have a career
opportunity from xyzCo. Are you
ready for a new challenge?
xyzCo

69. 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

70. Develop a content strategy

71. ​LinkedIn Members
now consume
content
​6X more
​Than they do jobs
​Rethinking the myths…

72. 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?

73. 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

74. 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

75. 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

76. Drive quality engagement with the
candidates you need
76
Build communities
of top talent
Generate 2-way
dialog with target
candidates

77. Examples of Content Marketing

79. When creating great content keep these tips in mind
Be conversational
Keep it short
Be visual
Offer snackable tips
Include a call to action

80. Measure and Monitor

81. Improve employee survey ratings3
Reduce attrition2
Increase acceptance rate1
Increase employee social engagement4
Measure for success

82. 82
And if you remember nothing else…

83. Think like a marketer

84. Kaizen

85. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.