Employer Branding on LinkedIn

Your reputation as an employer is one of the most important success factors for your company that makes a huge difference in your ability to attract the best talents on the job market and keep the best talents you already have within your workforce and on which you have already invested for years.

LinkedIn is the world’s largest professional platform on the internet with over 810 million members worldwide who use the platform to develop their professional network, to inform themselves and share content, to search for jobs and apply directly to job vacancies posted by companies and to acquire information about employers.

As an employer, LinkedIn is an essential and increasingly indispensable platform for promoting your company’s image as an employer and for attracting the best talents within an increasingly competitive job market.

1. What is Employer Branding
2. Why invest in Employer Branding 
3. 3 reasons to invest in Employer Branding
4. What is Talent Brand
5. Why invest in Talent Branding 
6. 3 reasons to invest in Talent Branding
7. What are the KPIs to evaluate your Talent Brand on LinkedIn
8. How to measure the Reach of your Talent Brand on LinkedIn
9. How to measure the Engagement of your Talent Brand on LinkedIn
10. How to measure the interest for your job offers on LinkedIn
11. How to measure your Employee Retention on LinkedIn
12. How to measure your Employee Advocacy on LinkedIn
13. Followers: competitors analysis on Linkedin
14. Engagement: competitors analysis on Linkedin
15. Why choose TalentDome to develop your Employer and Talent Branding Strategy on LinkedIn

1. What is Employer Branding

 Employer Branding is the discipline that aims to promote, both internally and externally, the image of the company as a workplace.

Employer Branding brings together all those strategic marketing activities that involve different business areas and skills such as marketing, communication and human resources.

The term Employer Brand was used for the first time on October 30, 1996 in the paper “The employer brand” published in “The Journal of Brand Management Volume 4 Number 3” by Tim Ambler and Simon Barrow with the aim of demonstrating that marketing can be applied to the area of ​​human resources with important benefits for the performance of the company.

2. Why invest in Employer Branding 

Is your company attracting the talents required by your divisions and necessary for the growth of business’s performance?

When the best talents on the job market are contacted by your human resources team, are they interested in the possibility of working for your company and favour it over your competitors?

Are your employees interested in working for your company for more than 3 years and consider it a great place to work for more than 5 years?

A successful Employer Branding strategy on LinkedIn will allow you to positively answer all these questions.

3. 3 reasons to invest in Employer Branding

• You can reduce your cost per hire by up to 50%.
• You can reduce your employee turnover rate by up to 28%.
• You can win the fight with your competitors to attract the best talents on the job market.

4. What is Talent Brand

The Talent Brand is the most public and social expression of your Employer Brand influenced by the perception and sharing by talents of the image of your company as a workplace.

5. Why invest in Talent Branding 

When your HR team contacts, directly or through an agency, talents on the job market with a job offer, what percentage of them do not provide any response?

When your recruiters or your agency receives a response from the talents in the job market regarding a proposed job offer, what percentage of them respond that they are not even interested in receiving further information about it?

Of the talents interested in further exploring the proposed job offer, how many directly or indirectly mention that one of the reasons for their interest is due to the fact that they directly or indirectly know someone who works for your company?

Is it possible that the difficulty in attracting new talent, the excessively long search and selection times, the high hiring costs and the difficulty in retaining the best employees for more than 2 years is due to the fact that your company is not recognized as an attractive workplace to work for?

6. 3 reasons why to invest in Talent Branding

1. 71% of LinkedIn followers are interested in receiving updates on job opportunities at the companies they follow.

2. In capturing the interest of potential candidates, the talent brand is twice as effective as the corporate brand.

3. A winning talent brand can reduce costs per hire by up to 50%.

7. What are the KPIs to evaluate your Talent Brand on LinkedIn

Reach: The number of talents that know your company as an employer, and that you can potentially influence.

Engagement: The level of interaction with the talent within your reach. How many followers, how many interactions with the published content.

Interest in job postings: The level of interest shown by the talent within your reach in your job postings.

Talent retention: The level of retention of your talents and the flow of your talents towards your competitors.

8. How to measure the Reach of your Talent Brand on LinkedIn

Through your Company Page on LinkedIn you can monitor several fundamental parameters to evaluate the value of your Talent Brand.

To evaluate the reach of your Talent Brand you can use the number of Followers of your page, the number of times a user has completed a search including the name of your page in the last seven days, the number of unique visitors and the views of your posts.

9. How to measure the Engagement of your Talent Brand on LinkedIn

To evaluate the Engagement of your Talent Brand through your Company Page on Linkedin, you can go to the Update Analysis section to check the reactions, comments and sharing of your posts.

10. How to measure the interest for your job offers on LinkedIn

To evaluate the interest in your job offers on LinkedIn, you can analyse the results of your searches carried out through the use of LinkedIn Recruiter and Job Slots.

By classifying the responses obtained from the use of LinkedIn Recruiter and Job Slots, you will have the opportunity to extrapolate:

• The % of talents contacted who do not provide any answers.
• The % of talents who respond that they are not interested in the job offer without wanting to receive further information on the matter.
• The % of talents who mention that they are interested in receiving more information about the offer because a person they know works in your company.

11. How to measure your Employee Retention on LinkedIn

Through LinkedIn Talent Insights you have the possibility to analyse the flow of talents entering and leaving your company in order to verify towards which competitor you are losing talents in which you have already invested.

12. How to measure your Employee Advocacy on LinkedIn

To evaluate the performance of your Employee Advocacy on LinkedIn, you can go to your company page in the Analysis section and see the interactions of your employees with the content you publish.

13. Followers: competitors analysis on Linkedin

A fundamental aspect to continue improving the performance of your Talent Branding on LinkedIn is to monitor and benchmark the performance of your company page against that of your competitors.

14. Engagement: competitors analysis on Linkedin

In the competitor analysis section, in addition to followers, you can monitor the performance of the Engagement regarding the content posted on the company page by analysing both the number of posts and interactions in a given period of time.

15. Why choose TalentDome to develop your Employer and Talent Branding Strategy on LinkedIn

TalentDome is your ideal partner to support your company in developing and implementing a successful Employer and Talent Branding strategy on LinkedIn for several reasons including:

A consolidated experience on all the LinkedIn for Business tools available to your company to improve your Employer and Talent Brand on LinkedIn.

The experience and the ability to support your company in all key areas necessary to improve your Employer and Talent Brand such as consulting and coaching the marketing and HR team to improve your reach and engagement on LinkedIn and training your employees to improve your Employee Advocacy.

The experience and the ability to support your company both nationally and internationally.