Post on 15-Aug-2015
Talent Brand: The Intersection of Talent Acquisition & Marketing
Rebecca FeldmanGlobal Marketing & Education Program Manager
Consumer Brand is:The attributes and value that is associated with your
company’s products and services
Employer Brand is:The attributes and value that is associated with your
company as a place to work
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.
Marketing and Employer Branding:communicating and amplifying the value of a brand
to your target audience
Employer Branding is a form of Marketing
Goal
Audience
Messaging
CalltoAction
CustomerJourney
Sales Hires
Prospectsandcustomers
Candidatesandemployees
ConsumerValueProposition
EmployerValueProposition
Purchaseourproductsorservices
Comeworkwithus
AwarenessInterestIntentPurchase
AwarenessInterestApplicationHire
Marketing EmployerBranding
Who are players? Overlap is an opportunity for collaboration
Awareness
Interest
IntentPurchase
Awareness
Interest
Application
Hire CHROEmployerBrandManager
RecruitmentMarketingSpecialist
SocialMediaManagerContentStrategist
RecruiterSourcer
CMOBrandManagerDigitalMarketingSpecialistSocialMediaManagerContentStrategistMarketingManagerMarketingCoordinator
Product
Price
Promotion
Place
Goodsandservicesbeingoffered(quality,design,
features,etc)
Jobsavailable(responsibilities,culture,benefits,etc)
Costofyourproduct Prestigeofyourjobs
Advertising,directmarketing,PR,salesforce,
etc
Advertising,recruitmentmarketing,PR,recruiters,etc
Whereproductsaresold(channels,locations,etc)
Wherejobsareoffered(careerwebsite,socialmedia,personal
networks,etc)
Marketing TalentBranding
The Marketing Mix The 4 Ps as they relate to Talent Brand
Product
Price
Promotion
Place
SalesManagerjobs:competitivepay,freefood,innovativeproductstosell,open-planofficeenvironment,travel50%
Highlydesirablejobs:visibilitywithexecs,autonomytomakedecisions,fast-pacedculture
TargetedupdatesonLinkedIn,blogaboutsalesmanagement,YouTubechannelforsalesprofessionals,sales-specificrecruiters
Networkingevents,employeereferrals,LinkedIn,salesjobboards
TalentBranding
The Marketing Mix The 4 Ps as they relate to Talent Brand
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
ePositive
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?
Audience segmentation What are the characteristics of the talent your organization needs?
Demographics
Who are they?
Years of experience
Seniority
Industry
Skills
Function
Degree type
Psychographics
What are their values and attitudes?
Work/life balance
Inspirational leaders
Challenging Work
Good benefits
Competitive Pay
Behaviors
How do they interact with companies?
Career Fairs
Employee connections
Passive vs. Active
Geography
Where are they?
Actual geographic location
Cultural nuances
Currently employed
Undergrad
Grad school
Target Candidates
Audience segmentation What are the characteristics of the talent your organization needs?
Demographics
Who are they?
10-20 years experience
Technology industry
MBA preferred
Sales function
Psychographics
What are their values and attitudes?
Competitive
High-pay and bonuses
Enjoy mentoring others
Good benefits
Behaviors
How do they interact with companies?
Employee connections
Passive
Geography
Where are they?
North America – many states
Currently employed
Willing to relocate
Sales Managers
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
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
Audience segmentation LinkedIn can help you define these personas with some of our data
Today’s talent brand leaders are leveraging existing marketing tactics
Drive candidates through the funnel with targeted outreach
Awareness
Interest
IntentPurchase
Awareness
Interest
Application
HireTargetedAds
ContentMarketingCareerPages
TalentCommunitiesSponsoredJobs
TalentDirect
TargetedAdsContentMarketingShowcasePagesLeadAcceleratorTextAdsSponsoredinMails
FutureCustomers
Futurehires
What makes people passionate about your company?
Work your consumer brand into your talent brand
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.