“Hiring” is NOT the problem – Attraction is

presented to the Boston Area Talent Sourcing Association (BATSA)

Sponsored by Avature

www.avature.net

@EdNathanson

www.redpilltalent.com

This is your audience without awareness of your Employer and Talent Brand

First things first…..

Employer BrandWhat you as the employer share and believe it is like to work at your company

Talent BrandWhat your employees actually think and say it is like to work at your company

The LinkedIn Hiring Solutions Insights Team conducted 7,250 online surveys of LinkedIn members worldwide

A COMPANY’S EMPLOYER BRAND IS TWICE AS LIKELY TO DRIVE JOB CONSIDERATIONS AS ITS COMPANY BRAND

The Funnel – what it should be vs what we all do

Without your Talent Brand and Employment Brand working together you will fail

Sorry – but this is yesterday folks

Today

13

65% of small businesses use social media for

recruiting compared to 51% of medium size

companies and 44% of large businesses.

Translation – still a lot of your competition does not do this. Even better – most of the ones that are doing it are horrible at it.

This stuff matters – big time

Recent study from Corporate Responsibility Magazine asked 1,000 + people in North America about the

impact of a company’s reputation on their willingness to accept a job offer, they learned that reputation costs.

Survey highlights include: •Even if unemployed, 76 percent of people say they’d be unlikely to accept a job offer from a company with a bad reputation.•Of those who would accept the offer, 48 percent would require at least a 50 percent increase in pay.•Women are less likely than men to leave a current job to work for an employer with a bad reputation, and they require more of an increase when they do. •Older workers are less likely to accept an offer from a company with a bad reputation.The other side of the coin…• Ninety-three percent (93%) of those currently employed would leave their current job to work for a company with a good reputation. • While most respondents would require a bump in pay to leave their current job, they’d be tempted with a much lower bump (33 percent) if the offer came from a company with a good reputation.

First steps:• Brand theme/messaging – # theme name for all social outlets

• Video – Anchor video – Theme videos every 3 month cadence

• Blogs – Employee Spotlight, blogs by execs or employees on a monthly cadence

• Imagery – unleash your employees. Images taken from daily life, existing content, events, office happenings, team outings, etc.

• Spotlights – develop a cadence focusing as much on diversity as possible

• Career site – tie in to # and include real images of employees in work and fun – drive people to one place – two maximum

• Cadence – 3 times a week minimum posting across all social channels

• Ownership – divide and conquer with weekly meetings of channel owners

MUST BE “REAL” AND NO “CORPORATE SPEAK”

This is NOT B2B – This is B2P!!!!

Your social profiles matter

One # and one destination to rule them all

One # and one destination to rule them all

One # and one destination to rule them all

One # and one destination to rule them all

It ain’t going away folks

How to fail at this stuff - miserably

Careers site – the destination matters!

Guidelines to turbo charge your best assets – your

employees

1. Share, share, share

2. Take pictures or video, then see #1

3. Be professional

4. But have a personality too!

5. When in doubt, ask!

6. Show them you appreciate what they are doing!

The not so good (being kind here)…..

You have no content – or if you do it’s not good

Our #sales early-in-career employees prove they have an “inner artist” at a team event. They’re talented, no? #wearecisco @ciscocareers

Like IPAs? Our engineering team does and had a great time brewing some last night. Want to join them next time? @curaspan

People usually dread coming to work on Mondays. Not the @CloudLock engineering team in Waltham, as evidenced by me witnessing Pinata action at 8:30 AM?! Love the energy and passion here. Join us!

#TeamTalend : so much fun for the Christmas party !

Video!!!! – some examples

• https://www.youtube.com/watch?v=do9OeuIuBCQ

• https://www.youtube.com/watch?v=usl2H6FNT0g

• https://www.youtube.com/watch?v=vccZkELgEsU

Some trends

Some trends

Some trends

Some trends

Some trends

Some trends

Enable your teams!

• Social lunch and learn

• Orientation – start at onboarding!

• Contests

• Recognition

• No Big Brother!

• Measure Measure and Measure

• Show them value to THEM : referrals, profile, employment brand

• Glassdoor – ask – don’t push

Does it work?

CloudLock:

• 256% increase in inbound applications

• 44% LinkedIn follower growth

• 843% growth in monthly views on GlassDoor.com

• 50% increase in page views on Cloudlock Careers site

• 233% increase in hires over the same time period in 2014

• BBJ Best Places to Work 2015

Does it work?

Talend:

- 4,762 total inbound applicants 2014 – 3015 in Q1 2015 alone

- 966% increase in hires Q1 2015 over Q1 2014

- 235% increase on monthly Glassdoor.com views

- 46% LinkedIn follower growth

- Q1 86 days time to fill – Q1 2015 52 decreased 40%

- Top 10 Big Data Companies to work for - Forbes

Does it work?

Rapid7

- 250% increase in hires over 2 years

- 493% LinkedIn follower growth in 2 years

- 48% referral hires of total hires made

- Time to fill went from 100+ to 54 day average

- BBJ Best Places to Work 2013, 2014, 2015

Your audience with a great talent brand!