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    From Data to Success: Experian’s ROI Journey with the Employer Brand Index

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    At Link Humans, we’re always eager to delve into anything data-related. In this context, we had the privilege of chatting with Doug Kelsall, Global Recruitment Marketer and Branding Director at Experian, about the pivotal role the Employer Brand Index (EBI) plays in helping them gauge Return on Investment (ROI).
    In this edition of the Employer Branding Podcast, Kelsall sheds light on why Experian’s Employee Value Proposition (EVP) activation is an ongoing project and how the EBI serves as the cornerstone for their ROI assessment.
    EVP Tailored for Employee Engagement
    As the world’s foremost global information services company, Experian navigates diverse markets. It is known as a B2C entity in North America for consumer credit reporting and a B2B specialist in data analytics across Asia. The challenge lies in crafting an EVP that bridges these disparate perceptions while positioning Experian as an attractive destination for top tech talent.
    Kelsall emphasizes, “Our employer brand is designed to carry the load in talent attraction and brand awareness,” focusing on real employee stories and moments. Their EVP concentrates on employee engagement and the values crucial to their workforce.
    Evolving EVP Activation
    Experian’s EVP centers around four pillars: People first, Force for good, Innovate, and Together we win. Kelsall identifies “People first” and “Force for good” as the most popular among employees, reflecting the company’s genuine commitment to culture. He highlights the latter, “Force for good,” as a testament to Experian’s impactful work driving financial inclusion.
    Mapping the EVP across 16 employee lifecycle stages, from attraction to development, poses a substantial challenge. EVP activation is an ongoing process of refinement, aligning various materials, such as job postings and training materials, to ensure consistency.
    ROI Measurement through the EBI
    The tangible results are evident, with Experian reporting a record number of applications last year. Now, the focus is on elevating candidate quality and passive talent attraction. Kelsall relies on various accreditations and awards, including Fortune’s “100 Best Companies to Work For” and the CCLA Corporate Mental Health Benchmark. Additionally, Experian turns to Link Humans’ Employer Brand Index, a data-driven external evaluation, to measure success and prove the ROI on employer brand.
    These metrics form the foundation of a comprehensive monthly employer branding newsletter, reaching all of HR and beyond. Experian’s CEO has discussed their successful Glassdoor strategy with investors, indicating the increasing importance of employer brand in the company’s future.
    Insights and Tips from Kelsall
    For a deeper dive into Experian’s employer brand strategy, listeners are encouraged to explore the podcast. Kelsall offers valuable advice for employer brand professionals, emphasizing the power of collaboration and diversity within the team. He underscores the importance of consistency, stating that it outperforms sporadic moments of brilliance. Maintaining a candidate-centric approach consistently across platforms is key to success.

    Given the awards and metrics, it’s evident that Experian is making significant strides in the realm of employer branding. For those interested in Doug Kelsall’s work, connecting with him on LinkedIn is recommended. To measure your employer brand’s effectiveness, the Employer Brand Index, with its 16 key attributes, provides valuable insights for industry comparison.
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      in Career Hacks

      Insider Tips for Marketing, Business, Sales, and Advertising Professionals

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      So you’ve nearly got your degree and you’re ready to make waves in the world of marketing, advertising, business or sales. You’re familiar with concepts like market segmentation and you can break down the pillars of supply chain management and you’ve watched movies like The Wolf of Wall Street and The Social Network more times than you can remember.

      What you don’t learn in school or movies, however, is what moves to make as you attempt to breach the world of business and how to make a career for yourself. What we mean by “moves” are the decisions you make regarding the way you present yourself, how you choose to grow and learn, and the mindset you carry with you into your endeavors. 

      With so much to keep in mind when making this major leap into the professional world, it can become difficult to choose what advice to follow and what to ignore. Instead of leaving it up to AI software and chatbots, we decided to host a virtual event with some real-life employees about what their marketing, advertising, business, and sales departments look for in a candidate. 

      In our Job Search 101 virtual event, we spoke with Kalina Popova, a Campus Manager at Dell, Madison Ahmadi, a Talent Acquisition Partner at Expedia, Jennifer Voss, the Director of Early Careers Talent Acquisition at Visa, and Tangela Woodley, a Talent Acquisition, Marketing, & Digital Early Careers Manager at L’Oréal. In our conversations, the panelists reveal the tips and tricks needed to succeed in the world of marketing, advertising, business, and sales.

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      Don’t Limit Yourself

      One of the great things about the marketing and business industry is the variety of roles that exist within it. You could be a copywriter making taglines, a graphic designer creating brand logos, an account manager closing deals and finding new clients, and a whole lot more. 

      This being the case, it is critical to keep an open mind when you’re trying to decide what kind of role best fits you. In our conversations with experts, Tangela Woodley from L’Oréal sheds some light on just how many different opportunities exist within their marketing department.

      From analytics to creative, the world of marketing has opportunities for people interested in all kinds of things, especially at L’Oréal. So when you’re preparing to make your foray into the marketing, business, advertising and sales world, it’s important that you don’t pigeonhole yourself into one subcategory or another!

      Follow the 5 Dimensions of Potential

      While every company and its employee expectations are bound to be different, L’Oréal has a specific set of criteria that candidates can keep in mind wherever they apply. L’Oréal calls it the five dimensions of potential and with these rules, you can better your chances of succeeding in the world of business.

      Whether it’s learning agility or your judgment and decision-making skills, L’Oréal’s Five Dimensions of Potential would apply to numerous top-tier companies and what they’re looking for in employees.

      Leaders > Participants

      As a company that specializes in helping early-career candidates and college students find jobs, we have seen young professionals make a lot of mistakes. One of the big ones we’ve seen them make is signing up for a club or organization just to get it on your resume.

      It doesn’t take much to sign up for a group and show up to a couple of meetings. What does take some effort is actively contributing to these groups and taking on leadership or executive roles. This is something to keep in mind when you mention your involvement in groups and extracurriculars in your applications.

      Our suggestion is to be proactive. When you join a group, don’t just be a bystander! Make sure you’re participating and doing things that give you stuff to talk about later on when you start applying for jobs. If you have an idea, speak up! If you feel inspired to take on a position.

      You Gotta Have Grit

      A lot of people outside the marketing and sales industries perceive it as this glamorous world with photo shoots, hot-shot business people, and high-profile deals. What you don’t see are the challenges and obstacles that marketing professionals face on a daily basis.

      Any marketing veteran you meet is likely to have just as many stories about unhappy clients and discouraging rejections as they are to have stories about massive wins and incredibly successful campaigns. And that’s just a part of the business.

      This being the case, it is critical that anyone trying to enter the marketing, business, and sales worlds develops a tough chin and plenty of grit.

      While Kalina’s anecdote relates to sales, the same thing goes with marketing, advertising, and business. What if you pitch a marketing campaign to a client and they don’t like it? Or propose a solution to your boss that he chops down? Having the grit to face this type of rejection and come back stronger is what will make you successful in the long run.

      Take Advantage of Resources

      One thing that every one of our panelists in our recent Job Search 101 virtual event agreed upon is the importance of utilizing the resources at your disposal. If you go to college, whether it’s community or Ivy League, chances are there is a career office working to connect the student body with potential employers.

      In these offices, work has been done to establish relationships. All you need to do is take advantage of it.

      These types of resources are oftentimes free and extremely beneficial, so there really isn’t any reason not to take advantage of them.

      Looking for another free resource you can use to score the job of your dreams? Create your account with WayUp and start browsing open roles today or head over to our blog for more career tips and job-search advice! Watch the full session here.  More

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      in Employer

      How Experian Boosts Its Employer Brand

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      Like most of us in 2020, this credit rating company has experienced its share of challenges; subpar Glassdoor reviews, a pandemic, confronting workplace bias, and more. The strength of its employer brand helped weather them.
      Lena Lotsey’s role was born out of need. Social media management was becoming too much of a full-time job for Experian’s employee acquisition team, and they needed someone to focus solely on employer brand.

      Over the next two years, Lotsey grew employer branding’s ranks to include 30 brand managers in each of Experian’s regions around the globe, expanded Experian’s social reach, transformed its onboarding process, and much more. Along the way, she encountered many of the most common challenges employer brand leaders face: engaging stakeholders, scoring those first quick wins, proving growth, and attracting niche talent. Here’s how her employer brand team tackled them.
      Identifying Employer Brand Stakeholders
      When Lotsey stepped into her role as Global Employer Brand Director, she knew a key to kickstarting Experian’s employer brand strategy was identifying internal stakeholders. Knowing where to turn for advocacy and resources was essential if her small team was going to be successful.
      Scoring Your First Wins
      Lotsey knew that early wins would be key to building momentum and proving the importance of employer brand to Experian’s executive leadership. She also knew going too big too fast could lead to disappointment. “You can get lost in the details in employer branding,” she says. “You can spend all day working on a social post.” Instead, Lotsey started with small goals—ones that were simple to execute but would yield the most visible, significant results.
      Demonstrating Growth
      An internal survey told Lotsey that 96% of her fellow employees were happy at Experian. That satisfaction, however, wasn’t reflected accurately in Experian’s Glassdoor rating, which sat at 3.4 out of 5 stars in January 2019. Lotsey knew this was one metric her employer brand team needed to prioritize.
      Attracting Specific Talent
      When competing for the attention of tech talent, Experian (like many companies) faces an uphill battle. “It’s hard to reach tech talent. They’re not responding to LinkedIn—they’re hardly even on LinkedIn anymore,” Lotsey observes. To attract these highly sought-after candidates, Lotsey turns to storytelling.
      To follow Lena Lotsey’s work in employer brand, connect with her on LinkedIn. For help measuring your employer brand, reach out to us about the Employer Brand Index. Our EBI uses 16 key attributes that measure how you compare with others in your industry.

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