How to recruit socially: A morning with AB InBev and LinkedIn

How to recruit socially: A morning with AB InBev and LinkedIn

How do you drive an employer brand via social? And where do you start? Joined by guest speakers from professional social platform LinkedIn and one of the leading brands currently using it, brewing giant AB InBev, MSLGROUP UK helped a range of organisations answer these questions.


Hosted at 82 Baker Street, the MSLGROUP UK office, delegates from L’Oréal, Lloyds Banking Group, GSK, EY, Barclay’s, DMGT, Diageo and many more spent the morning looking in-depth at this conundrum. Specifically up for discussion was the use of LinkedIn’s new Career Page, which not only works to engage new talent but also helps to enthuse current employees.

Prior to the event, MSLGROUP UK gathered statistics from registered guests of the event on the topic of employer branding. Below are some of the results.

  • 60% of survey participants would say that they have a clearly defined, articulated and expressed Employer Value Proposition (EVP)
  • 100% of participants said their content strategy and process was a ‘work in progress’
  • 25% of respondents believe they have the full support of Senior Leadership to understand and support their talent agenda and objectives
  • Attendees stated that Employee Advocacy and Employer Branding/EVP were their top two priorities for 2017

We were delighted to host this event with Charlotte Matthews, Employer Brand Manager at AB InBev and Cara Barone, Senior Talent Brand Consultant at LinkedIn.

Cara gave an in-depth view of what it takes to engage with the best talent and how you can take a more strategic approach to social recruitment, pointing out how;

70% of customer brand perception is determined by experiences with people

(Employer Advocacy, Neal Schaffer & PeopleLinx, 2015).

Cara went on to discuss how LinkedIn can transform your employer brand  and referred to the google master Dave Hazlehurst (Partner and Director, Ph. Creative) who states: “A talent brand is not what you say it is, it’s what they say it is.”

Charlotte shared her personal journey at AB InBev and how she set about creating a successful employer brand hand-in-hand with LinkedIn, a team of one, a small budget, and with MSLGROUP UK. Talking about the effect creating an employer brand has had to date, Charlotte stated;

Brands are about being famous for a unique feeling.

So, if brands are famous for the feeling they create then;

Employer brands are about what’s true to you. Be famous for your culture.



Claire Hutchings

Head of Marketing

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