Currently, only 20% of a candidate’s decision on whether to apply to a company is based on the channels directed by the company itself. How do recruiters influence the 80% of messages outside of their control?
This presentation was from a joint event LinkedIn held with CEB where CEB's Practice Leader, Thomas Handcock, discussed the topic of 'Branding for Influence' from CEB’s research followed by one of LinkedIn's media solutions consultant's, Aoife Morehead, who went into this in further detail using real life examples.
2. Who’s in the room?
Most Popular Most Endorsed
Earliest Adopter Most Connected
Ana Rosa
Alonso
Shane
Hicks
Sanjay
Razdan
Charlotte
Johns
3. 9.00am: Introduction & Welcome
9.15am: Branding for Influence with Thomas Handcock,
Practice Leader at CEB
10.15am: Open Discussion & Break
11.00am: Influential Employer Branding on LinkedIn with
Aoife Morehead, Talent Brand Consultant
12.00pm: Close
Agenda
5. A Framework for Member Conversations
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When we bring leaders together, it is crucial that our discussions neither restrict competition nor improperly share inside information. All other conversations are welcomed and encouraged.
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39. Agenda
LinkedIn: Our evolution
Followers: Why the fuss?
LinkedIn’s Top 10 Influential Brands: What do
they have in common?
Students on LinkedIn 39
Case Study: GoDaddy
40. LinkedIn: A global pool of talent
4M+
INDONESIA
3M+
PHILIPPINES
2M+
MALAYSIA
1M+
SINGAPORE
1M+
SAUDI ARABIA
21M+
BRAZIL
115M+
UNITED STATES
OF AMERICA
11M+
CANADA
30M+
INDIA
7M+
AUSTRALIA
1M+
NEW ZEALAND
4M+
SOUTH AFRICA
1M+
UNITED ARAB EMIRATES
19M+
UNITED KINGDOM
10M+
FRANCE
7M+
ITALY
2M+
BELGIUM
1M+
DENMARK
4M+
TURKEY
5M+
NETHERLANDS
2M+
SWEDEN
6M+
SPAIN
8M+
CHINA
364M+
Members
worldwide +2 New members per second
43. 43
LinkedIn Employee publishes highly influential post
on our culture, receiving over 1600 views
Brand Appeal:
“Free food, free gym, dry cleaning, massages, cool working environments,
no suits, bright people, private healthcare, childcare vouchers…”
44. “But mainly because since joining
LinkedIn, I have realised that these are the
ingredients you use to decorate the cake. If
what is under the icing is dry and
flavourless, no matter how good it looks,
you have a very disappointing Birthday
party.”
44
James Batup, Senior Relationship Manager, LinkedIn
45. 45
Brand Influence:
• On interviews - “a refreshingly informal approach”
• On our vision – “Economic Graph”
• On our employment policy – “The Alliance”
47. HP Thanked 1M Followers in a Unique Way
HP was the first company on LinkedIn to reach 1M followers in 2013. They
celebrated with a blog post, created an amazing infographic, and the story was
shared on Mashable.
47
75. Build a network of brand influencers
75
Step 3: Brand Outreach
76. 76
“For many of you, however, the question of “who” you
will be in life is still not answered. This morning I want
to contrast for you the value “who” – you – are versus
“what” – you – are. I want to impress upon you just how
wrong our priorities are between the two – and how
much that contrast in value can (or has) already affected
your life.”
77. 77
“As with consumer technology, it’s clear that
women’s opinions matter deeply to the
success of the small business cloud services
industry.”
“With only 18% of technical roles filled by
women at GoDaddy, we sit only 1% above the
rest of the Bay Area pack. This is nothing to
celebrate.”
78. 78
“My first act as CEO was to completely overhaul our
brand and advertising—dropping the commercials that
women clearly articulated to be objectifying and over-
sexualized for a value prop that emphasizes the
entrepreneurial spirit of our customers, many of whom
are women. The old brand did not represent our passion
for the success of our small business customers and sent
a signal, wrongly, that GoDaddy was not a place that
respected women.”
79. 79
“Another way GoDaddy is working to transform our
technical environment is by balancing as many Agile
development teams as possible with 50% women vs.
sprinkling one or two women per team across all
teams”.
82. 82
In April 2015, GoDaddy made the Anita Borg Institute’s
list of Top Companies for Women Technologists, which
evaluated technology companies on their
representation of women at all levels and year-over-
year trends in recruitment and promotion of women in
the workforce
85. 3 tips when beginning your branding
strategy
1. Get buy in from key stakeholders
Show visuals of how your brand looks today
Compare with your peers
Use addressable market data
2. Identify the business need you are trying to address
i.e. we are expanding in to a new market, we will lose £X if we do not find the right
people for this project.
3. Agree success metrics upfront
Very hard to prove success if we never clarified what success looks like from the
beginning