Building a Talent Pipeline That Connects Businesses With Future Employees - Kuder, Inc. | NCPN 2013
4 Essential Tips to Convert your Employees to Talent Brand ... · 4 Tips to Convert Your Employees...
Transcript of 4 Essential Tips to Convert your Employees to Talent Brand ... · 4 Tips to Convert Your Employees...
Cultivating Employees as Brand
Ambassadors
The Truth About Followers and Connections
& Research insights to drive your
talent brand
Reasons to cultivate your followers
Top 5 incentives for employees to become brand ambassadors
Analysis of brand ambassadorship and how it relates to talent recruiting
Linkage between employee engagement and followers
5 reasons employees become drivers of your brand
& 4 Essential Tips to Convert your Employees to Talent Brand Ambassadors
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Poll:
What is your role?
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Presenters
Brianne Shally
Moderator
LinkedIn Talent Solutions
Tabitha Eade
Presenter
LinkedIn Talent Solutions
Ken Pfligler
Presenter
TNS Employee Insights
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About TNS
Focus on providing innovative solutions:
Employee Engagement
Retention of Top Talent
Brand Awareness
Customer Engagement
Leadership Development
Normative database comprised of information from 2+ million employees surveyed annually in 120+ countries
Global leader of custom research, analysis and insights with 13,000 employees in 80 countries
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About LinkedIn Talent Solutions
We provide thousands of recruiters, HR professionals
and hiring managers with highly effective tools to find
and engage top talent through the world’s largest
online professional network.
Our customers include 85% of the Fortune 100 and
corporations from every industry around the globe.
Sourcing – Employer Branding – Job Distribution - Insights
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4 Tips to Convert Your Employees to Talent Brand Ambassadors
#1 Focus on employee engagement
Ensure buy in from senior leadership with a focus on employee engagement and strategic planning
#2 Educate your employees
Educate your employees on Brand Ambassadorship
#3 Encourage ‘Share and Tell’ Share authentic stories, pictures and company events across a variety of media in order for employees and followers to repost and drive viral dispersion
#4 Measure & monitor your initiatives to gauge success
Measure engagement and create action plans that build a foundation of engaged employees and brand ambassadors
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Poll:
What is social media?
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SOURCE: 1 eMarketer (Lab42 study, August 2011) 2 LinkedIn Follower Analysis, January 2012
People follow companies on social platforms for different reasons
Most follow for incentives,
rewards, or discounts.1
Follow for news, insights,
and product information.2
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Employee Value Proposition The attributes that you most want associated with your company
Employer Branding The delivery of your EVP across every communication touch point both internal and external
Brand Promise
What is your Employer Value Proposition & Branding?
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Why should you care?
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Impact of Social Media
People are 3x more likely to spread bad news than good, and social media creates a transparent boundary between your employees and the marketplace
Long-term
relationships
64%
of followers would follow companies
“indefinitely”
61%
of members are more likely to share
information as a result of following a company
Brand
evangelists
Engaged talent
pool
71%
of members are interested in updates on job opportunities from companies they follow
Source: LinkedIn study of 3800+ global professionals conducted in January 2012
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cost a global manufacturing firm $73 million a year in lost productivity, poor quality & service levels, higher accident rates & absenteeism
Disengaged employees…
Employee Engagement & Business Outcomes
TNS Research shows…
Employee engagement can increase profitability
Higher employee engagement often coincides with a higher level of service quality
Employee engagement has an influence on customer retention
Source: TNS Case Studies
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Employee Engagement and Ambassadors
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Employees that are PROUD
of their company and glad to
tell people about it
Employees who would
RECOMMEND their company
to others as a good place to
work
58%
53%
Brand
Ambassadors
BRAND AMBASSADORS
Employee Engagement
Recruit &
Retain
Brand Promise
Communicate, Share & Monitor
Do You Have Brand Ambassadors?
Source: TNS Global Panel Study
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Creating Brand Ambassadors
Brand ambassadors are supported through strong leadership and effective brand training initiatives
Top 5 Reasons Employees Become Brand Ambassadors
1. Company brand experience sets us apart
2. I trust senior leadership
3. Work gives me a feeling of accomplishment
4. My company is environmentally responsible
5. I feel valued as an employee
1. Our brand experience sets us apart from competition
2. Supervisor supports brand experience efforts
3. Brand experience coaching and training is effective
4. I understand the behaviors to deliver the brand experience
Drivers of Ambassador Efforts
Source: TNS Global Panel Study
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Utilizing Brand Ambassadors
Professional connections alone have a significant impact on all parts of talent acquisition, adding brand ambassadorship components will improve perceptions
Impact of Connections
Source: LinkedIn Study of 7000+ global professionals conducted in March 2012
22%
129%
29%
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4 Tips to Convert Your Employees to Talent Brand Ambassadors
#1 Focus on employee engagement
#2 Educate your employees
#3 Encourage ‘Share and Tell’
#4 Measure & monitor your initiatives to gauge success
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Employee Engagement
Highly engaged employees are brand ambassadors
Key drivers of employee engagement:
Managing Performance
Career Development
Recognition
Senior Leadership
Case Study - HCA
Over 25,000 department managers received reports and insights
More than 10,000 action plans were created online
Increases in employee engagement have resulted in improved patient satisfaction, reduced turnover and improved financial performance
#1 Focus on Employee Engagement
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Poll:
Are your highly engaged employees part of your talent acquisition process?
Are your highly engaged employees currently sharing on social media?
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Questions employees need answers to…
Why is this a great place to work?
What is the value proposition for a new employee?
Why do we exist in the view of our customers?
What type of talent does this organization need to grow?
What resources are available to help with this effort?
What are our social media policies?
Case Study
A Fortune 500 company in the service industry showed that:
Almost 40% of its employees feel restricted by the organization’s social media policy
More than half of its employees would share company stories given more flexible social media guidelines
After developing an internal social media platform, over 60% of its U.S. based employees engage in intranet social media sites either daily or weekly
#2 EDUCATE YOUR EMPLOYEES
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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
Utilize Intranet & Social Media Sites
Use intranets & social media platforms to highlight the connections across employee engagement and positive customer experiences
#3 ENCOURAGE ‘SHARE AND TELL’
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Salesforce.com’s Challenge
Salesforce.com were tasked with hiring hundreds of account executives and sales engineers. CEO Marc Benioff rose to the challenge by asking his employees to turn to their networks to drive applicants:
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1 Data: 10/15-11/16, excludes weekends
Salesforce.com’s Success Story
The impact was impressive…60% increase in employee referrals that week!
350 Links shared via
LinkedIn status updates 2x more than the daily average
One post led to… RESULTS
159K Connections ~25% Sales Professionals
40K Companies
Shared Links1
By SFDC Employees +128%
Likes1 SFDC Employee Posts
+70%
Status updates visible to:
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Wild Wild West: No ATS system; each function had a different process
$$$: Spending too much money on agencies
No Employer Brand: No social media presence or differentiation from other companies
Increase the company from 200 to 300 employees in a year and build a scalable and strong Talent Acquisition Team
Rapid7 had the momentum but if the TA team could not deliver, they were in trouble
Rapid7’s Makeover: Before
GOAL
Challenges
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Tran
sfo
rm
atio
n
Rapid7’s Makeover: After
INVOLVED EMPLOYEES
Put employees on a pedestal; they raved about how awesome Rapid 7 is
INVESTED IN LINKEDIN TOOLS
“Seeing what LinkedIn did with previous employer, I put all my money in LinkedIn.”
STRENGTHENED TWO WAY SOCIAL MEDIA
“If someone tweets about how awesome we are, say ‘Yeah, we are. Want to work with us?’ ”
RESULTS
FROM 70% TO
100% OF EMPLOYEES ON LINKEDIN
FROM 1,000 TO OVER
>4,000 FOLLOWERS
94% HIGH EMPLOYEE
SATISFACTION SURVEY RATING
2012 BOSTON BEST PLACES
TO WORK
AC
TIO
NS
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Employee Engagement
Measure employee engagement and focus on the key drivers necessary to create brand ambassadors
Training & Coaching
Management
Brand ambassadors
Brand Ambassador Programs
Impact or utilizing networks for recruiting top talent
Social media programs
Case Study A business unit reported
estimated savings of lost productivity by improving engagement by $30 million per year
Operating profit increased from $1.2 billion to over $2 billion
Functional and department leaders utilized an online action planning and best practices platform in order to implement both global and local action plans
#4 MEASURE & MONITOR YOUR INITIATIVES TO GAUGE SUCCESS
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What you need to know
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What you need to know
#1 activity on LinkedIn = viewing profiles of connections. Help your employees be strong representatives of your company
by hosting a brown bag lunch to provide tips to improve their profiles.
Use ad space on employee profiles to drive traffic to your career presence on LinkedIn. 20x more likely to be clicked than regular ads.
Employees are automatically followers when listing their company employment. Send targeted company status updates on LinkedIn to share
relevant content.
Highlight your brand ambassadors on your Career Page to ensure the message really resonates.
Deploy targeted version of Career Pages to showcase relevant employees and opportunities to visitors.
Employees can amplify your message. Encourage employees to share key updates to distribute your
message to their connections.
Follow the salesforce.com playbook.
Broaden your distribution of job opportunities to employees’ professional circles and increase employee referrals.
Work With Us Own the ad space
on your employees’ profiles
LinkedIn Jobs Employees share high priority
jobs with their network
LinkedIn Career Pages Build your employment brand with
highlighting your brand ambassadors
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Training and engaged
employees are MORE likely to create brand ambassadors
Engaged employees are LESS likely to leave, lowering overall costs of
recruiting
Summary
Engagement & Your Brand
LinkedIn & TNS Employee Insights research
converge on two key findings…
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Questions? Please email us at: [email protected] [email protected] with any confidential questions
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Tabitha Eade [email protected] LinkedIn Talent Solutions talent.linkedin.com http://talent.linkedin.com/blog/ @HireOnLinkedIn
Ken Pfligler [email protected] TNS Employee Insights TNSei.com http://blog.tnsei.com @tns_insights
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