The Quest to Quantify: Measuring The Impact of Your Talent Brand | Webcast

The Quest to Quantify: Measuring The Impact of

Your Talent Brand

@EdNathanson www.redpilltalent.com

This is your audience without awareness of your Employer and Talent Brand

First things first…..

Step 1: Learn the Language

Employer Brand How you, the employer, promote your company as a place to work.

Talent Brand The highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about the organiza@on as a place to work.

Sorry – but this is yesterday folks

1 LinkedIn Global Talent Trends 2015, May 2015. hIp://linkd.in/1LFQmL9

50% of global professionals discover new job opportuni9es through word of mouth.1

“This place is sweet – pass it on”

The Funnel - what it should be vs what we all do

This stuff matters – big time

Corporate Responsibility Magazine asked 1,000 + people in North America about the impact of a company’s reputa@on on their willingness to accept a job offer.

93% of those currently employed would leave their current job to work for a company with a good reputa9on.

76% of people, (even if unemployed!), say they’d be unlikely to accept a job offer from a company with a bad reputa9on.

This stuff matters – big time

Corporate Responsibility Magazine asked 1,000 + people in North America about the impact of a company’s reputa@on on their willingness to accept a job offer, they learned

33% would be tempted with a much lower bump in pay if the offer came from a company with a good reputa9on.

Step 2: Find your partners

This is NOT B2B – this is B2P

Brand messaging

Video Blogs

Imagery Spotlights Career site

When talent and consumer brand work together

Your social profiles matter

One # and one destination to rule them all

It ain’t going away folks

Step 3: Measure what matters

YTD Global AOrac9on Funnel

4917 Total # of Applicants

Referrals 154

Sourced 253

Inbound 4499

Internal 11

94 Total # of Hires

Converted Hire Channel

Total # each Attraction Channel

29 25 37 3

Showing Value to the Big Dogs

A/rac1on Metrics

•  Total Hires YTD – 94

•  Q1 Total Hires – 37 •  Q2 Total Hires – 57 •  Q1 2014 – 6 •  Q2 2014 -‐ 23

•  Q1 Total Candidates in Pipe – 3010 •  Q2 Total Candidates in Pipe – 4036 •  Total Candidates in Pipe FY 2014 – 4115

•  Q1 Candidate Conversion – 1.25% •  Q2 Candidate Conversion – 3.03%

Branding/Engagement •  LinkedIn •  Twi/er •  Instagram •  Facebook •  GlassDoor (Re-‐Branded) •  Google +

•  LinkedIn Impressions (6months) – 1.38m •  TwiIer Impressions (6months) – 85.6K •  Glassdoor Impressions (6months) – 52.5K •  Monthly Employee Spotlights – Total

Collec@ve Impressions – 26.2K

Other

•  Rolled out Candidate Survey for all Candidates who are Interviewed

•  Candidate Ra@ng – 8.4 /10

•  8 new Glassdoor reviews this quarter – ranking currently 4.2 up from 3.9

•  Latest EB Video up 1354 views this quarter to 4,502 Total views since launch.

Showing Value to the big dogs part 2 – the revenge

Before “B2P” – a one way conversa9on

Like IPAs? Our engineering team does and had a great time brewing some last night. Want to join them next time? @curaspan

People usually dread coming to work on Mondays. Not the @CloudLock engineering team in Waltham, as evidenced by me witnessing Pinata action at 8:30 AM?! Join us!

Does it work?

CloudLock: • 256% increase in inbound applications • 44% LinkedIn follower growth • 843% growth in monthly views on GlassDoor.com • 50% increase in page views on Cloudlock Careers site • 233% increase in hires over the same time period in 2014 • BBJ Best Places to Work 2015

Does it work?

Talend: -  4,762 total inbound applicants 2014 – 3015 in Q1 2015 alone -  966% increase in hires Q1 2015 over Q1 2014 -  235% increase on monthly Glassdoor.com views -  46% LinkedIn follower growth - Q1 86 days time to fill – Q1 2015 52 decreased 40% - Top 10 Big Data Companies to work for - Forbes

Step 4: Beware of pitfalls

How to fail at this stuff - miserably

Careers site – the destination matters!

The not so good (being kind here)…..

You have no content – or if you do it’s not good

Step 5: Get started •  Brand theme/messaging – # theme name for all social outlets •  Video – Anchor video – Theme videos every 3 month cadence •  Blogs – Employee Spotlights, blogs by execs or employees on a monthly cadence •  Imagery – unleash your employees. Images taken from daily life, existing content, events, office

happenings, team outings, etc. •  Spotlights – develop a cadence focusing as much on diversity as possible •  Career site – tie in to # and include real images of employees in work and fun – drive people to one

place •  Cadence ! •  Ownership – divide and conquer with weekly meetings of channel owners

MUST BE “REAL” AND NO “CORPORATE SPEAK” This is NOT B2B – This is B2P!!!!

Some trends

Enable your teams!

• Social lunch and learn • Orientation – start at onboarding! • Contests • Recognition • No Big Brother! • Measure Measure and Measure • Show them value to THEM : referrals, profile, employment

brand • Glassdoor – ask – don’t push

Your audience with a great talent brand!

The Quest to Quantify: Measuring The Impact of Your Talent Brand | Webcast

Recruiting & HR

Transcript of The Quest to Quantify: Measuring The Impact of Your Talent Brand | Webcast