talent brand: at the intersection of talent acquisition and marketing
TRANSCRIPT
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Talent Brand: The Intersection of Talent Acquisition & Marketing
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Consumer Brand is:The attributes and value that is associated with your
company’s products and services
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Employer Brand is:The attributes and value that is associated with your
company as a place to work
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Talent Brand is:the highly social, totally public version of your
employer brand that incorporates what talent thinks, feels, and shares about your company as a place to
work.
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Marketing and Employer Branding:communicating and amplifying the value of a brand
to your target audience
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Employer Branding is a form of Marketing
Goal
Audience
Messaging
Call to Action
Customer Journey
Sales Hires
Prospects and customers
Candidates and employees
Consumer Value Proposition
Employer Value Proposition
Purchase our products or
servicesCome work with us
Awareness Interest Intent Purchase
Awareness Interest Application Hire
Marketing Employer Branding
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Who are players? Overlap is an opportunity for collaboration
Awareness
Interest
IntentPurchase
Awareness
Interest
Application
Hire CHROEmployer Brand Manager
Recruitment Marketing Specialist
Social Media ManagerContent Strategist
RecruiterSourcer
CMOBrand ManagerDigital Marketing SpecialistSocial Media ManagerContent StrategistMarketing ManagerMarketing Coordinator
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Product
Price
Promotion
Place
Goods and services being offered (quality, design,
features, etc)
Jobs available (responsibilities, culture, benefits, etc)
Cost of your product Prestige of your jobs
Advertising, direct marketing, PR, sales force,
etc
Advertising, recruitment marketing, PR, recruiters, etc
Where products are sold (channels, locations, etc)
Where jobs are offered (career website, social media, personal
networks, etc)
Marketing Talent Branding
The Marketing Mix The 4 Ps as they relate to Talent Brand
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Product
Price
Promotion
Place
Sales Manager jobs: competitive pay, free food, innovative products to sell, open-plan office environment, travel 50%
Highly desirable jobs: visibility with execs, autonomy to make decisions, fast-paced culture
Targeted updates on LinkedIn, blog about sales management, YouTube channel for sales professionals, sales-specific recruiters
Networking events, employee referrals, LinkedIn, sales job boards
Talent Branding
The Marketing Mix The 4 Ps as they relate to Talent Brand
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SWOT analysis What’s the lay of the land?
Develop a Talent Brand SWOT analysis
Strengths: What characteristics do you have that give you an advantage?
-Use these to position yourself against competition
Weaknesses: What characteristics do you have that put you at a disadvantage?
-Downplay these and highlight traits that balance them
Opportunities: What elements of your business could you leverage to gain an advantage?
-How can you take a new approach to win talent?
Threats: What factors may cause trouble or difficulty hiring?
-Build a proactive defense and prepare to make changes
Strengths
Weaknesses
Opportunities
Threats
Internal
External
Negativ
ePosi
tive
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Positioning Differentiating yourself from the competition
Map out your company vs. competitors to get a clear view of the landscape
What factors do you want to measure against?
pay and benefits
work/life balance
challenging work
career advancement opportunities
innovation
learning and growth opportunities
How can you position yourself and differentiate from talent competitors?
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Audience segmentation What are the characteristics of the talent your organization needs?
BehaviorsHow do they interact with companies?LinkedInFacebookCareer FairsEmployee connectionsPassive vs. Active
GeographyWhere are they?Actual geographic locationCultural nuancesCurrently employedUndergradGrad school
Target Candidates
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Audience segmentation What are the characteristics of the talent your organization needs?
BehaviorsHow do they interact with companies?LinkedInEmployee connectionsPassive
GeographyWhere are they?North America – many statesCurrently employedWilling to relocate
Sales Managers
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Audience segmentation Bring your target candidates to life with unique personas
What is a “persona”?
Marketing: A fictional character created to represent the different user types that might use a site, brand, or product in a similar way
Talent Branding: A fictional character created to represent the different candidate types that might be a good fit for your jobs
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Who is Andrew?
Andrew is a sales professional with 10 years of experience. For the past two years, he’s been managing a small team of people at a tech start-up. He’s wants to make a change and work for a larger company that would give him the chance to travel and gain global work experience. He has been going to networking events and reaching out to old colleagues to learn about new opportunities. In his free time, he enjoys skiing and he’s quite the movie buff. He also volunteers at his local pet shelter and is active in promoting animal rights.
Audience segmentation Create actual “people” with backstories and photos
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Audience segmentation LinkedIn can help you define these personas with some of our data
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Today’s talent brand leaders are leveraging existing marketing tactics
Drive candidates through the funnel with targeted outreach
Awareness
Interest
IntentPurchase
Awareness
Interest
Application
HireTargeted Ads
Content MarketingCareer Pages
Talent CommunitiesSponsored Jobs
Talent Direct
Targeted AdsContent MarketingShowcase PagesLead AcceleratorText AdsSponsored inMails
FutureCustomers
Future hires
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What makes people passionate about your company?
Work your consumer brand into your talent brand
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Action Items Things to remember when you get back to your desk
1. Identify the right people to partner with on your marketing team
2. Go through the marketing exercises to clearly define your talent brand strategy
3. Find the overlap and use tactics that help both your consumer and talent brands.
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