How to Attract Top Talent as an Unknown or Misunderstood Brand
Transcript of How to Attract Top Talent as an Unknown or Misunderstood Brand
HEADING
How to Attract Top Talent as an Unknown
or Misunderstood Brand
Proactive | Your Recruiting Strategy. Optimized.
By Will Staney
#recruitDC
About Will
With a combined total of 7 years in the Talent Acquisition industry, Will Staney is the Founder of Proactive Talent Strategies, LLC, a consulting company focused on Talent Acquisition Strategy, Employer Branding, OnDemand Recruiting, and Training.
#recruitDC
Does your employer brand feel like this?
1Proactive | Your Recruiting Strategy.
Optimized.
#recruitDC
Creating Course
1Proactive | Your Recruiting Strategy.
Optimized.
1. Creating a compelling EVP2. Telling authentic stories that
resonate3. Empowering your employees as
brand ambassadors4. Building your marketing machine5. Learning from success stories
#recruitDC
Write a compelling EVP
1Proactive | Your Recruiting Strategy.
Optimized.
Gather data
Analyze
Develop
Deliver
#recruitDC
1. Gather Data
1Proactive | Your Recruiting Strategy.
Optimized.
❏ Why did you join? Why do you stay?❏ How did they find out about the
company?❏ What motivates them?❏ Fair compensation? ❏ Do your managers make you feel
rewarded?
Surveys
Anecdotal
Group brainstorms
#recruitDC
2. Analyze
1Proactive | Your Recruiting Strategy.
Optimized.
Example: 70% of employees say that having an impact on customers makes them love their job
Dive into your data → Look for commonalities
#recruitDC
3. Develop
1Proactive | Your Recruiting Strategy.
Optimized.
❏ Craft your value proposition: Simple overarching statement that becomes the essence of your brand commitment
❏ Clarify areas of focus to support your EVP. For example:❏ Career Development❏ Work/Life Balance❏ CSR
❏ Test your EVP against your HR Strategy❏ Do your HR practices reflect the EVP? ❏ Run the EVP by a focus group of employees❏ Revise if needed.
#recruitDC
4. Deliver
1Proactive | Your Recruiting Strategy.
Optimized.
❏ Recruitment Marketing/Employer Branding efforts❏ Recruiting process❏ Onboarding ❏ Career development/Performance Management❏ Employee Engagement/Experience❏ Exit stage
Incorporate your EVP into:
#recruitDC
Empowering your employees as brand ambassadors
1Proactive | Your Recruiting Strategy.
Optimized.
❏ Don’t put words in their mouths ❏ Make it easy - communicate what employees can
do ❏ Offer a class on personal branding ❏ Create an Employer Branding Playbook
But what if companies recruit my people?
#recruitDC
Building your marketing machine
1Proactive | Your Recruiting Strategy.
Optimized.
❏ Steps to building the strategy?❏ Define the Audience/Personas❏ Channel Strategy❏ Content Strategy❏ Editorial Calendar❏ Distribution strategy❏ Tie it back to hiring strategy Content feeds
the whole machine
#recruitDC
Building your marketing machine (cont.)
1Proactive | Your Recruiting Strategy.
Optimized.
#recruitDC
GoDaddy
1Proactive | Your Recruiting Strategy.
Optimized.
Before❏Bad rep, a few bottom of
the barrel marketing practices in the past
❏Little knowledge about what the company did beyond domain registration
After❏Reinvented themselves as a
champion of small businesses
❏Focused on employee engagement and culture
❏#GoDaddyLife❏Personal responses to
Glassdoor reviews❏Referral program
#recruitDC
SAP
1Proactive | Your Recruiting Strategy.
Optimized.
Before❏Distributed recruitment
marketing and employer branding efforts by region
❏Seen as not innovative, older on-premise tech
❏Doing some amazing things in cloud computing but know one knew about it
❏Acquired a lot of great tech companies and talent which was changing the culture for the better
After❏Consolidated regional
careers pages❏Built out Life at SAP to
share employee experience and culture
❏New college grad academies and internships
❏Have won dozens of awards for their use of social media and technology to attract talent
#recruitDC
Questions?
#recruitDC