prioritize to optimize: how to turbo-charge your talent brand | talent connect anaheim
TRANSCRIPT
Laura Morris Schultink, Talent Brand Consultant, LinkedIn Lauren Larose, Talent Brand Consultant, LinkedIn
Prioritize to optimize: How to turbo-charge your talent brand
What We’ll Cover Today
Know Your Numbers
Know Your Audience
Know How to Reach Them
Know your numbers
DemandProfileofCompanyXTargetCandidates
Theengineersthatyou’retargetingreceive2.1x moreInMailsthananaverageuser
*SE = Software Engineer
6% ofUSsoftwareengineersreceive56%oftheInMails,loweringresponserates
For94%ofsoftware
engineersonLinkedIn,theacceptrateis9% above average
For6%ofsoftware
engineersonLinkedIn,theacceptrateis17% below
averageInMailDistributiontoUSSoftwareEngineers
EvenNickSabanWouldn’tLikeTheseOdds
There’sabetterwaytostandoutfromthecrowd
StrengthHowstrongistalentpool’sfitforthisrole?
TemperatureHowlikelyisthistalentpooltoengagewithus?
Low
High
High
The Talent Prioritization Matrix Data-DrivenResourceAllocation
StrengthHowstrongistalentpool’sfitforthisrole?
TemperatureHowlikelyisthistalentpooltoengagewithus?
Low
High
High
The Talent Prioritization Matrix DifferentTacticsforDifferentAudiences
1:1 “SealtheDeal”withRecruiterRelationshipBuilding
1:ManyNurtureUsingAutomatedDripMarketing
1:ManyIncrease
EngagementThroughTargetedCampaigns
EvaluatingTalentPoolStrengthandTemperature
Strength Temperature
•Supplyoftoptalent
•Applicant-to-hireratio
•Hiringmanagerfeedback
•Time-to-fill
•InMailresponserate
•Sizeoffollowerbase
•Jobview-to-applyconversionrate
SampleFactorstoConsiderforEachTalentPool
StrengthHowstrongistalentpool’sfitforthisrole?
TemperatureHowlikelyisthistalentpooltoengagewithus?
The Talent Prioritization Matrix SampleOutput
UnderstandingtheDynamicsofYourTalentAcquisitionFunnel
66,600Awareofyourbrand
333VisityourCareerPage
100Viewoneofyourjobs
10Applyforaposition
1Hiredforrole
9.9MAwareofyourbrand
49,950VisityourCareerPage
15,000Viewoneofyourjobs
1500Applyforaposition
150Hiredforrole
Know your audience
Optimizing your Talent Brandusing classic marketing tools
Optimize your Talent Brand using classic marketing tools
Getbetteracquaintedwithyourkeytalentsegments
Engineering Sales&Marketing CustomerServiceReps
AudienceSegmentation Understandarethecharacteristicsofthetalentyourorganization
needs
DemographicsYearsofexperience
SeniorityIndustrySkills
FunctionDegreetype
PsychographicsWork/lifebalanceCompetitivepayChallengingWorkGoodbenefits
InspirationalLeaders
BehaviorsLinkedInFacebookJobBoardsCareerFairs
EmployeeconnectionsPassivevs.Active
GeographyActualgeographiclocation
CulturalnuancesCurrentlyemployed
UndergradGradschool
TargetCandidates
Who are they? What are their values and attitudes?
How do they interact with companies? Where do they live?
Audiencesegmentation LinkedIncanhelpyoudefineyouraudiencewithTalentDriver
reports
Engineering Sales&Marketing CustomerServiceReps
AudiencePersonas Create“people”withbackstoriesandphotostobetter
understandyourtargetaudience
Example: Who is Sarah Shah?
SarahisanelectricalengineerworkingatACMESystemswhereshe’sapartofthenewproductR&Dteam.She’sbeenwithACMESystemssinceshegraduatedcollege4yearsago,shestartedin
theirnewgradprogram.
ShehasamastersinelectricalengineeringfromMIT.
Sarahlovesworkinginnewproductdevelopment,comingupwithexcitingnewdesignsandsolutionsforconsumerelectronics.Shelovesworkinganateamwherehecontributionsarevalued
andworkingwithseniorengineerswho’sindustryexperienceshecanlearnfrom.
OnherdaysoffSarahspendstimewithherparents,shevolunteersatthelocalSPCA,shelovestoentertainfriendsandisanavidInstagrammer.
What is a persona?Afictionalcharactercreatedtorepresentadifferentcandidatetypethatmightbeafitforyourjobs.
Whatdoesshedoforwork?
Whatisherbackgroundandeducation?
Whatmotivatesher?Whatdoesshedoinher
sparetime?
Examplesoftargeted“socialready”messages
Whenyou’renotbusybuildingnewprogramswehaveayogastudio,movieroomandmassageservicestohelpyourelax/rewindWeareatopelectronicsdevicecompanythathasexpandedfrom50locationsacrosstheUStoover150destinationsaroundtheworldinthepast5years!We’vebeennamedoneofthetopcompaniesforproductdevelopmentandinnovation
Weofferperformancebonusesandopportunitiestoleadcross-functionalprojectstoourtopperformers
Work/lifebalanceJobsecurityChallengingworkValues
Know how to reach
them
23
There are many points of influence
along a candidate’s decision path
24
TheNewPathtoHire:Flight Map
Jobseeker
Colleagues
25
Tosucceed,engagecandidates…
Everywhere AlltheTime
Everywhere AlltheTime Withtherightmessage
https://www.youtube.com/watch?v=OpDIEJrog3s
Includerelevantmessagingeverywheretargetedcandidatesinteractwithyourcompany
Quick Recap
Know Your Numbers
Know Your Audience
Know How to Reach Them
• Who are you looking to attract?• What motivates that sort of person?
What concerns them?
• What are your points of influence with this candidate?
• How can you engage organically?
• How deep is the pond you’re fishing in?
• How receptive are candidates to your brand?