The Intersection of Talent Acquisition & Marketing

Talent Brand

Introductions

Jamie Drayton

Talent Brand Consultant

LinkedIn

Lauren Larose

Talent Brand Consultant

LinkedIn

Rebecca Feldman

Global Marketing and Education Program Manager

LinkedIn

Agenda

• Key terms (refresher)

• Overlap between Talent Branding and Marketing

• Optimize your Talent Brand using Classic Marketing Tools

• Ways to Promote Brand on LinkedIn

Consumer Brand is:

The attributes and value that are associated with

your company’s products and services

Employer Brand is:

The attributes and value that are 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

Talent Branding is 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 services Come work with us

Awareness Interest

Intent Purchase

Awareness Interest

Application Hire

Marketing Talent Branding

Overlap is an opportunity for collaboration

Awareness

Interest

Intent

Purchase

Awareness

Interest

Application

Hire

CHRO

Employer Brand Manager

Recruitment Marketing Specialist

Social Media Manager

Content Strategist

Recruiter

Sourcer

CMO

Brand Manager

Digital Marketing Specialist

Social Media Manager

Content Strategist

Marketing Manager

Marketing Coordinator

Work your consumer brand into your talent brand

What makes people passionate about your company?

Optimizing your Talent Brand

using classic marketing tools

Optimize your Talent Brand using

classic marketing tools

Talent Brand SWOT analysis Refine your strategy by enhancing your understanding

Strengths

Weaknesses

Opportunities

Threats

Internal

External

Negativ

e P

ositiv

e

Great vacation policy

Travel perks

Growing company

Long hours

Low pay

Cool perks Highly regulated

industry

What about your

company is attractive to

potential candidates?

What about your

company is not

attractive to potential

candidates?

What about your

industry is attractive to

potential candidates?

What about your

industry is not attractive

to potential candidates?

Audience segmentation Understand are the characteristics of the talent your organization

needs

Demographics

Years of experience

Seniority

Industry

Skills

Function

Degree type

Psychographics

Work/life balance

Competitive pay

Challenging Work

Good benefits

Inspirational Leaders

Behaviors

LinkedIn

Facebook

Job Boards

Career Fairs

Employee connections

Passive vs. Active

Geography

Actual geographic location

Cultural nuances

Currently employed

Undergrad

Grad school

Target Candidates

Who are they? What are their values

and attitudes?

How do they interact

with companies? Where do they live?

Demographics

Psychographics

Behaviors

Geography

Flight Attendants

Audience segmentation Understand the characteristics of the talent your organization needs

Who are they? What are their values

and attitudes?

How do they interact

with companies? Where do they live?

19+

Bilingual

Hold valid passport

Safety mindset

Love to travel

Networking

LinkedIn

Job Boards

Across Canada

Audience segmentation Create actual “people” with backstories and photos

Example: Who is Jenny?

Jenny is a flight attendant with WestJet, she’s been working with WestJet for the past

5 years based in Calgary.

Jenny had a background in serving and bartending before joining on with WestJet.

She loves interacting with people and travelling.

Jenny loves working with WestJet but wants to travel more of the world. She’s single

and not looking to settle down anytime soon.

On her days off Jenny is spending time with her friends, planning parties, hosting

wine nights, updating her Facebook page with all of her adventures – she stays very

connected.

What is a persona?

A fictional character created to represent a different

candidate type that might be a fit for your jobs.

What does she do for

work?

What is her background

and education?

What motivates her?

What does she do in

her spare time?

Audience segmentation LinkedIn can help you define these personas with some of our data

Talent Brand Positioning Mapping yourself against competition

Highly Desired

Culture

Less Desired

Culture

High Pay Low Pay

1. Define the factors you’re

competing on

Pay and benefits

Work/life balance

Corporate culture

Career development

Innovation

2. Map yourself against your

competition

Understand how your

key talent see you in

the market place

Ways to promote your

Talent Brand on LinkedIn

Today’s talent brand leaders are

leveraging existing marketing tactics Drive candidates through the funnel with targeted outreach

Awareness

Interest

Intent

Purchase

Awareness

Interest

Application

Hire

Targeted Ads

Content Marketing

Career Pages

Talent Communities

Sponsored Jobs

Talent Direct

Targeted Ads

Content Marketing

Showcase Pages

Lead Accelerator

Text Ads

Sponsored inMails

Future

Customers

Future

hires

Key Takeaways and Action Items

1. Collaboration and alignment

will lead to most effective

Talent Branding

2. Leverage the 3 marketing

exercises to analyze and

optimize your talent brand

strategy

3. Find the overlap of your

consumer and talent brands

and use tactics that help

both

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