The document discusses how companies can communicate with employees and external audiences during the COVID-19 pandemic. It provides suggestions for managing employees through change by highlighting stories that illustrate strong values. It also recommends adapting initiatives to promote employee well-being and having leadership communicate the evolving response. Finally, it suggests leading with trust by leveraging differentiating principles and creating content showing them in action with employee testimonials. The overall message is for companies to thoughtfully engage audiences and lead through the crisis by communicating care for people.

1. April 28th, 2020

2. Janine Chamberlin
Director,
Talent Solutions
John McCall
Manager
Talent Attraction EMEA
Marie Herlihy
SeniorTalent
Acquisition Partner
Julian Constance
Global Employer Brand
Solutions Consultant
Speakers

3. Core
Focus
Areas External
Candidate First
Internal
Team First

4. External Focus | Candidate-centric
Adapting to a dynamic, evolving ‘new normal’
Immediate &
Operational
Adapting
our
creative
content
To reflect
the new
realities
of work

5. Adapting to a dynamic, evolving ‘new normal’
Forward-thinking &
Strategic
Engage our
candidates in
meaningful
conversations and
share skills.
Recruiting
For Good
And do our
part to help
combat
Covid-19
External Focus | Candidate-centric

6. Immediate
People-centric
Clear comms for internal candidates,
stakeholders and scheduled to start
employees.
Recruiter Upskilling
Leveraging LinkedIn Learning to upskill
our team on:
o Project management
o Data analysis
o Leverage online collaboration
tools
o Remote working
Internal l Focus | Team First
Medium-Term
Focus on Strategic TA Projects
o Internal Mobility
o Data driven innovation & talent
intelligence
o Identifying and nurturing talent
of the future with specific focus
on diversity & inclusion
o Partnering with the business to
deliver customer
value #inittogether

7. Employer branding
What are our members telling us?

8. Now is not the time to go silent, rather to step up and lead
40% of LinkedIn Members report reading the news more frequently
30% are checking social media more often to stay up-to-date as a result of the COVID-10 outbreak
60% year-on-year increase in content creation on LinkedIn
55% year-on-year increase in conversations on Linkedin as people look to reconnect with their networks
90% say brands must do everything they can to protect the well-being and financial security of their
employees and their suppliers, even if it means suffering big financial losses until the pandemic ends
71% say brands and companies placing their profits before people during this crisis will lose their trust
forever
Sources: 1) Coronavirus Professional Impact survey fielded March 11-17, 2020 among 2455 LinkedIn members in the US in a Vision Critical Insights Community
2) Edelman Special Report: Brand Trust and the Coronavirus Pandemic 2020

9. Conversations
on LinkedIn are
shifting in
relations to
today’s
environment
Top 10 trending
#Hashtags
Jan 2020
Top 10 trending
#Hashtags
Feb 2020
#Marketing
#Leadership
#business
#realestate
#hiring
#jobs
#innovation
#kudos
#digitalmarketing
#marketing
#leadership
#business
#realsestate
#hiring
#innovation
#jobs
#digitalmarketing
#recruitment
#coronovirus
#covid19
#marketing
#iwd2000
#leadership
#realsestate
#business
#hiring
#eachforequal
Top 10 trending
#Hashtags
Mar 2020
Source: LinkedIn Data , top trending #Hashtags on LinkedIn.com in 2020

10. What do people want to hear?

12. Manage employees through change
• Where does your Employee Value
Proposition (EVP) align with the
principle’s pillars?
• Where is the relationship between
your company’s values and those
tenets strongest?
• Crowdsource stories that illustrate
that pillar in action in your
organization.
• Create content (e.g. articles,
videos, photos of employees)
highlighting those human stories.
• Share your content.

13. Manage employees
through change
• Where does your Employee Value
Proposition (EVP) align with the
principle’s pillars?
• Where is the relationship between
your company’s values and those
tenets strongest?
• Crowdsource stories that illustrate
that pillar in action in your
organization.
• Create content (e.g. articles, videos,
photos of employees) highlighting
those human stories.
• Share your content.

14. Adapt to drive business continuity
• Has senior leadership directly
communicated your company’s
evolving response?
• If not, identify 2-3 new initiatives
that promote the emotional and
physical health of employees.
• Assume a leadership role and
proactively engage your executive
team.
• Create content that spotlights their
unique point-of-view (e.g. first-
person blog posts, short videos of
executives describing the
response).
• Share your content.

15. Adapt to drive business continuity
• Has senior leadership directly
communicated your company’s
evolving response?
• If not, identify 2-3 new initiatives that
promote the emotional and physical
health of employees.
• Assume a leadership role and
proactively engage your executive
team.
• Create content that spotlights their
unique point-of-view (e.g. first-person
blog posts, short videos of executives
describing the response).
• Share your content.

16. Lead with trust
• Are there existing corporate
communications containing
collateral and/or strategic
messaging you can build from?
• If not, then which pillar has defined
your company’s response?
• Leverage that differentiating
principle and create content (e.g.
articles, videos, first-person
employee testimonials) capturing it
in action.
• Collaborate with other business
units to hone messaging and tone.
• Share your content.

17. Always remember the fundamentals of content creation