This workshop is to help you to understand employer branding better and the power of LinkedIn in order to help you succeeding in executing your employer brand strategy.

2. July 1st 2015
Zürich
Employer Brand Workshop

3. Introductions
​Marlen Mesgarzadeh
​Media Account Manager
​LinkedIn
​Marlene de Koning
​Talent Brand Consultant
​LinkedIn

4. Session Objectives
Employer Brand Workshop
1. Understand the importance of Employer Branding
2. How to bring your Employer Brand to life
3. Network with your peers

5. Times have changed…

6. 6
Consumer Buying Process
“Need a
new
camera!”

7. 7
The Old Candidate Journey: Linear Path

8. 8
The New Candidate Journey: Flight Map

9. There are
many points of influence
along a candidate’s decision path
9

10. 10
To succeed, engage candidates…
Everywhere All
the
Time
Everywhere All the Time
With the right
message

11. Consumer Brand vs. Employer Brand

12. 5 Steps to Boosting Your Talent Brand Through Content 12
Exercise

13. of recruiters don’t
understand their own
employer brand.
50%
Corporate Executive Board- thought leadership survey. 2012

14. Employer Brand is:
The attributes and value that is associated with your
company as a place to work

15. The beauty of employer
branding is you don’t need
everybody to know your name.
Only the right people.

16. What does it mean to work for
your organization?

18. One brand – different audiences

19. Employer Brand Attributes
 Relevant– To the target audience
 Consistent– Must build trust
 Credible– Must deliver on its promises
 Inspirational– A strong brand connects on an emotional level
 Unique– Set apart from its competitors
​

20. “Doing business without advertising is like winking at a girl
in the dark. You know your doing it, but no one else does”
E.W. Howe

21. What is your Employer Brand?

22. Let’s get started!

23. 365M+ registered members
LinkedIn: A global pool of talent
DACH
6M+

24. Goals of your LinkedIn Careers Page
How to bring your Employer Brand to life
 Excite candidates about what’s happening at your company
 Increase awareness of hiring at your company
 Evangelize your company culture
 Increase likelihood of candidate action

25. Relevant Content

27. Simple and fun

28. 28

29. Build targeted pages

33. Tailor-made content for each audience
Default Europe IndiaEngineering
University APAC University London Germany - GermanAustralia & NZ
Sales
33

34. One Compliment & One Tip

36. ©2014 LinkedIn Corporation. All Rights Reserved.
​Marlen Mesgarzadeh
​mmesgarzadeh@linkedin.com
​Marlene de Koning
​mdkoning@linkedin.com

37. 5 Qualifying questions for Targeted Pages
 What are your key talent pools this year?
 Do you have a student or recent graduate recruiting strategy?
 What are the top Functions of your current jobs?
 What are the top Locations of your current jobs?
 Do these Functions or Locations have different value
propositions, messaging, content, and goals?
​ Can you custom-tailor a Career Page for them?

38. Engage Followers with targeted updates