Small to mid-sized businesses will learn how successful companies build a winning employer brand and become a household name using LinkedIn. Request a free demo: http://bit.ly/contacttalentsolutions

1. Taking Your Employer
Brand to the Next Level
March 29, 2016
For Small to Mid-sized Businesses

2. Welcome to
“Taking Your Employer Brand to the Next Level”
The webcast will start momentarily.
Grow your business with
LinkedIn Talent Solutions
Request a demo
bit.ly/contacttalentsolutions
ADVERTISE
your open jobs
With
Work With Us Ads
2
BUILD
your brand
with
Career Pages
3
POST
your Jobs
with
Job Slots
4
FIND
top candidates
With
Recruiter
1

3. Annamarie Dunn
Sr. Group Director of Culture & Talent
Cadence
linkedin.com/in/annamarie-dunn-j-d-55ba41
Suzanne Tran
Sr. Marketing Manager
LinkedIn
Linkedin.com/in/suztran
Hi! It’s nice to meet you.

5. Today’s Agenda
#hiretowin
How your SMB can build an employer brand from the
ground up
1
Employer brand
defined
(Employer brand vs.
company brand)
2
Employer brand
impact
(Why it’s important)
3
Key areas of focus
(Top 3 areas
to think about)
4
Ideas, tactics &
tools to get started
(Things you can
do right away)

6. What’s an employer brand?
1
Employer brand
defined
2
Employer brand
impact
3
Key areas of
focus
4
Ideas, tactics &
tools

7. Corporate Brand
(Core: Mission, vision, values)
What’s an employer brand?
Employer Brand
① Your reputation as an employer
② An image of your company as a
“great place to work”
 Culture
 Vision
 Values
End Goal:
Attract people you want to…
① Engage
② Sell products/services to
③ Persuade to work for you
Product Brand
(Sales Prop: Brand that people buy)
+
Employer Brand
(Employee Value Prop: Brand that people work for)
+
Leadership
MKTG
HR

8. Why SMBs have an employer brand?
Companies have an employer brand to promote the following:
① Attract, motivate, and retain the right talent
② Provide a direct connection and active support to the company’s culture
③ It also connects directly to the firm, leadership, and employee brands.
Note:
An effective employer brand is experienced as real and authentic to employees
and provides clear, adaptable operating principals that are globally shared and
practiced

9. “Brand” is important.
It’s the promise, the promise to “customers”
• Experience
• Reinforces perception
• Emotive
Reflects a set of principles and or core values
• Says who are we, what we believe in, what we aspire to be known for
Actions and behavior confirm, impact credibility and trust
• Ultimately, brand resides within the hearts and minds of the customer, the sum of
their experiences and perceptions, some of which we can influence, and some
that we cannot
Requires understanding the needs and wants of our customers
Successful branding throughout HR and the company with “one clear and
consistent voice”

10. How does employer brand
impact the overall business?
1
Employer brand
defined
2
Employer brand
impact
3
Key areas of
focus
4
Ideas, tactics &
tools

11. An employer brand
has significant and
positive impact on the
overall business.

12. Employer brand
affects your ability to
attract, hire, and
retain employees

13. So…
How do other SMBs
think about employer
branding?

14. Let’s get started!
SMBs start with 3 key areas
1
Employer brand
defined
2
Employer brand
impact
3
Key areas of
focus
4
Ideas, tactics, and
tools

15. Building an employer brand in 3 areas
Value proposition dev.
(Stems from corporate brand)
External marketing
(Message, package, promotion)
Internal marketing
(carry “brand promise”)
+ +
1 2 3

16. Value proposition development
What matters
most to our
customers?
What do we want
to be known for?
What’s true and
authentic about
your team?
3 questions to ask when evaluating your brand
Value proposition dev.
(Stems from corporate brand)
1
=

17. Ex: Employer proposition development
Why Cadence?
 Cadence has been at the leading
edge of the electronics revolution
for over 25 years and continues to
propel it forward
 Innovation starts here
 We are an innovative, diverse and
global team
 We partner with the best
technology companies in the
world to build products that
transform lives
Culture
One Cadence -
One Team
Commitment
Do your best work
- live your best life
Career
Ignite your passion

18. Give me take-aways:
Creative ideas, tips, and
branding tool suggestions
1
Employer brand
defined
2
Employer brand
impact
3
Key areas of
focus
4
Ideas, tactics,
and tools

19. External marketing
External marketing
(Message, package, promotion)
2
Effective channels / ideas to consider for SMBs
=
① Social media networks
• Facebook
• Twitter
• Instagram
② LinkedIn
• Company > Career Page
• Work with Us Ads
• Sponsored Updates
• Groups / Pulse
③ Company Website
• Dedicated careers page
④ Awards / News
• Ex: Best Places to Work

20. Facebook

23. Twitter

25. Glassdoor

27. Company + Career Pages
Personalized experience just for candidates
Career PageCompany Page
1
Acme
ACME
Founded in 2003, ACME is the largest mobile phone device
manufacturing company, headquartered in Silicon Valley. ACME is
trusted by over 1,000 global mobile device carriers and is a Fortune
500 company.
With
over
Free Paid

28. LinkedIn Career Pages
Personalized experience just for candidates
2
3
4
Use LinkedIn data to personalize your
audience's experience based on who
they are, what they do, and more.
Personalized for your audience Bring your employer brand to life Get your jobs out to more people
Let your employees tell the story of
your company culture, business, or
who you’re looking for in video
testimonials.
Feature your job posts right where
interested prospects can find them —
on your company’s Career Pages.
Paid

29. Cadence on LinkedIn

32. Status Updates to Sponsored Updates
Strong brands engage their audience with diverse content
Tips
① Post regularly
• 20% of followers are typically
reached with one status update.
• Companies that post 20 times a
month, on average, reach 60% of
their followers with 1 or more updates
Benefits
① Directly engage your
audience
② Expand business visibility
③ Share company updates
④ Builds more connections
⑤ Creates a strong brand
Premium Features
① Active Sponsored Update
From your Company Page, you can share
specific content with a targeted audience and
reach more people and attract more followers.
• Enhance post visibility
• Highlight post as “Sponsored”
PaidFree Sponsored UpdatesStatus Updates

33. Cadence Career Page

34. Cadence Career Page

35. Brand
Ambassad
or Program

36. Work With Us Ads
Leverage your employee’s network & attract more top talent to your company by putting job ads
right on your employees LinkedIn profiles
Get seen when candidates research or
connect with one of your employees.
Reach passive talent based
on action
1 2
3
Displaying personalized job ads to
every viewer.
50x higher click-through rate
compared to traditional ads, driving
interested professionals to your jobs,
Career Page, and other destinations
Feature your most relevant
jobs
Strengthen your talent
pipeline
Paid

37. Internal marketing
Effective channels / ideas to consider for SMBs
=
① Internal company communications
• Develop internal communications
calendar (email updates, newsletters,
company meetings)
• Implement internal culture marketing
campaigns around being a “great place
to work”
② Employee training & development
• Professional development for
leaders/managers
• Develop brand ambassadors
③ Promote creative culture projects
• Employee videos, photos, highlights,
awards/recognition, etc.
④ Company intranet
Internal marketing
(carry “brand promise”)
3

38. Employee Training & Development

39. Culture Video

40. Culture Pictures

42. Company Intranet

44. Lynda.com
Empower and enable employees to develop new skills anytime, anywhere.
Paid Free
Lynda.com provides training in bite-size videos for on-the-go training
Training is optimized for multiple devices and is available online and offline

45. Summary
An employer brand is:
1) your reputation as a strong/positive employer and
2) an image of your company as a great place to work.
Employer brand can increase your success and the success of your company. It can
have a:
• Significant and positive impact on the overall business
• An affect on your ability to attract, hire, and retain employees
• Impact on your personal brand that will attract future and potential employees,
partners, and new career/business opportunities
Successful SMBs prioritize employer branding and start by focusing on 3 areas:
• Develop employer brand value propositions: Start with corporate brand messaging
• Develop an external marketing strategy: Start with social media outlets (emphasis on
LinkedIn)
• Develop an internal marketing strategy: Start with regular company updates through
email communications

46. Let’s connect!
LinkedIn Talent Solutions offers a full suite of
tools to help you find, attract, and hire top
candidates. Contact us to learn more.
Call
855-655-5653
or visit
bit.ly/contacttalentsolutions
Annamarie Dunn
Sr. Group Director of Culture & Talent
Cadence
linkedin.com/in/annamarie-dunn-j-d-55ba41