Build an Irresistible Talent Brand | InDemand 2014
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Transcript of Build an Irresistible Talent Brand | InDemand 2014
How RealPage is Activating their Potential
Suzanne Myers Director, Talent Acquisi6on
@smyers678
Who is RealPage?
SaaS Solutions Provider to Rental Housing Industry
Apartment Buildings
Student Living
Senior Living
Vacation Rentals
KNOW a renter
WERE renters
People ARE renters
20 Locations Globally 3,700 RealPager’s
North America India Philippines
Revenue
Overall Headcount Growth
2003 2008 2010 2014
315 860
1175
3700
1 Recruiter Avg 15 Reqs
4 Recruiters Avg 18 Reqs
6 Recruiters Avg 18 Reqs
20 Recruiters Avg 15 - 25 Reqs
2 Years Ago • Organic employer brand • Weak online presence
• Stagnant Careers website
2 Years Ago
We had to perfect our story to compete
• Purposeful employer brand
• Defined brand voice and value propositions
• Aligned recruiter scorecard to achieve desired results
June 2014
How we “Activated”
Personified our audience targets Defined the ‘drivers’ for changing jobs
How we “Activated”
5 Target Audiences Uncovered
How we “Activated”
§ Architect / Network Architect § Database Admin/Engr § Developer § Engineer § Quality Assurance / Control
Personified Targets
Trevor Technical
Sierra Sales • Solu6ons Consultants • Sales Account Reps • Solu6ons/Sales Engineers • Client-‐Trainers
Perry Product • Product-‐line Managers • Business Analysts
Personified Targets
Otari Operations
Monica Marketing
• Product Support • Produc6on Roles • Contact Center
• Product Marke6ng • Marke6ng Communica6ons • Market Researcher • Business Intelligence
Defined KEY value propositions for selling the opportunity to working at RealPage
Industry Leading,
client focused solutions
Technology company
with a winning strategy
Mid-size, run fast
company
Opportunity to gain multiple career
experiences
Passion for communities in which we
operate
Why they join RealPage
We created content – not our comfort zone!
How we “Activated”
Scorecard Transformation
Recruiter Scorecard Metrics 40% Recruiting Strategy Deliverables 35% Personal Development Achievements 25%
Scorecard Transformation
Recruiter Scorecard Metrics 40%
Scorecard Transformation
The Team Leaders SET THE PACE and deliverables for their team.
Quarterly Reviews
Recruiting Strategy Deliverables 35%
Create the Employer Brand and message
TEAM #1 Build the Brand
On-line presence
leveraging candidate
on-line behavior
TEAM #2 Drive us Digital
Build a Power
Pipeline to mine for top
talent
TEAM #3 Push the Pipeline
Create a College
Recruiting program that fuels our future
TEAM #4 Crash the Colleges
STRATEGY TEAMS
Personal Development Achievements 25%
Scorecard Transformation
Implemented Strengthfinders Assigned Cross-Divisional Projects
Added “Work with Us” Ads
We Invested
Content Calendar
I “Activated My Potential” Campaign
We filled jobs!
hires each day
Average Fill time
days
Acceptance Rate
Employee Referrals
Manager Satisfaction
Valued Recruiting Advisors
Steps for Success
Know what you’re selling. We found that defined value propositions held our team true to a to consistent sales pitch. When you have 2-3 anchor value propositions, it’s much easier to build content around them.
Know your Audience. Seems simple, but when you begin defining targeted messaging, it’s hard. Especially when you have a diverse set of positions.
Know your communication outlets. Recruiters are the best brand ambassadors. Leverage your team to determine where and how your target audiences receive information.