Dropbox was initially skeptical about developing a talent brand strategy but saw great success partnering with LinkedIn. They ran a "lead capture" campaign on LinkedIn targeting passive job seekers, which significantly increased their onsite to offer conversion rates. In 2016, Dropbox continued their partnership with LinkedIn and saw large increases in engagement from target candidate groups and a substantial rise in applications to their jobs on LinkedIn. Their partnership with LinkedIn helped Dropbox improve hiring outcomes and better achieve their diversity, quality, and global hiring goals.

2. Dropbox was skeptical about Talent Brand
What happened next changed their minds (and their ROI) forever
​ Stephanie Kender
Talent Brand Consultant,
LinkedIn
@slk5002
​ Christy Childers
Global Employer Brand Manager,
Dropbox
@christychilders
​ Kevin DuBay
Customer Success Manager,
LinkedIn
@kevindubay

3. • Introduction
• 2015: Is Talent Brand Real?
• 2016: Continuing the Momentum
• Do's and Don'ts of Content Strategy
• Results and ROI
• #BetterTogether
• Q&A

4. Would high quality software engineers ever
apply directly to a job posting?
From Skeptic to Believer

5. 2015: Proof of Concept
Q1
Identified challenges and
determined current
strategies were not
working as expected
Q2
Q3
Ran a Lead Capture campaign to
target LinkedIn members who were
viewing jobs but not applying with
targeted messaging and a simple
opportunity to "raise their hand."
Results were
astounding

6. Success Metric: Onsite to Offer Made
8%
13%
33%
0%
5%
10%
15%
20%
25%
30%
35%
Q1 2015 Q2 2015 Q3 2015
Q1 2015
Q2 2015
Q3 2015
*Source of Hire: LinkedIn

7. Can we maintain the
momentum into 2016?

8. 2016: Dropbox Business Challenges
Diversity Quality Global

9. Geo
Function
Industry
Skills
Seniority
A customized approach by target will pinpoint exactly who
you’re looking to recruit
• Geography (Global, Country, State, City/Metro)
• Industry (What a company does)
• Job Function (What an individual does)
• Seniority (Manager, Director, VP in job title)
• Company Size (Current)
• Language
• Current Company Name
• Group by keyword (including Diversity)
• Gender
• School Name, Degree Type
• Age
• Skills & Specialties by keyword
• Job Title by keyword
LinkedIn Targeting Options

10. Candidate
Hire
Unaware
Interested
Familiar
Applied
Always on
Engage prospects at all stages

11. Let’s Go On the Candidate Journey

12. The Common Trap

13. Are You Ready To Apply?
Not Quite…

14. From Familiar to Interested

15. Are You Ready To Apply?
First Engagement

16. Are You Ready To Apply?
Second Engagement

17. Are You Ready To Apply?
You’re Interested!

18. From Interested to Applied

19. Are You Ready To Apply?
First Engagement

20. Are You Ready To Apply?
Second Engagement

21. Branding opportunities that engage passive candidates across their
personal path to hire creates interest and preference
Prospect Hire
Unaware
• I don’t know what it’s like to work at Dropbox
• I don’t know that Dropbox has a diverse environment
with perks that support diverse backgrounds
• I don’t know all the amazing accomplishments
Dropbox has made
• I don’t know Dropbox has a role that fits my
background
Interested
Applied
Aware
Familiar
Dropbox? I never thought about working
there before, but see there’s a relevant job
for me in my area.
Dropbox is on the hunt for talent like
me, and I am really interested in them
as a company.
Dropbox has a team that inspires
me and cares about what I care
about.

22. The Dos
and
Don'ts of
creating
content
• Do understand your audience and provide
value for them.
• Do make your content simple and concise
• Do use personal quotes/testimonies from
team members
• Do specify location and skill set
• Don’t only post job postings or self-serving
‘I’m hiring’ posts
• Don’t just talk about your unlimited snacks
• Don’t assume you can copy/paste from one
geo location to the next

24. Software Engineering in the United States
Percent Change of Engaged Members
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16
55%! 51%!
22%! 25%!
197%!
178%!
210%! 211%!
198%! 193%!
247%!
Percent Change
pegged to
August 2015
Engagement =
• Job Views
• Follower
• Company/Career
Page Views

25. Female Engineering in the United States
Percent Change of Engaged Members
Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16
Percent Change
pegged to
August 2015
Engagement =
• Job Views
• Follower
• Company/Career
Page Views
92%
74%
34%
31%
291%
249%
285%
314%
263%
226%
322%

26. 86%
Were members who had not
engaged previously

27. A deeper look at the numbers

28. All Engineer Positions in the United States
Percent Change in LinkedIn Applications
Percent Change
pegged to
January 2016
Jan-16! Feb-16! Mar-16! Apr-16! May-16! Jun-16! Jul-16!
42%! 40%!
74%! 75%!
92%!
113%!

29. YoY LinkedIn Success Metric:
Onsite to Offer Made
8%
52.9%
0%
10%
20%
30%
40%
50%
60%
Q1 2015 Q1 2016
Q1 2015
Q1 2016
*Source of Hire: LinkedIn

30. 55%
Total Impacted Hires

31. 78%
Total Impacted Hires
Sales

32. 42%
Total Impacted Hires
Software Engineers

33. #bettertogether

34. Questions
​ Christy Childers
Global Employer Brand Manager,
Dropbox
​ Kevin DuBay
Customer Success Manager,
Linkedin
​ Stephanie Kender
Talent Brand Consultant,
Linkedin