how to attract top talent as an unknown or misunderstood brand
TRANSCRIPT
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.
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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
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Write a compelling EVP
1Proactive | Your Recruiting Strategy.
Optimized.
Gather data
Analyze
Develop
Deliver
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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
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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
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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.
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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:
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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?
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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
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Building your marketing machine (cont.)
1Proactive | Your Recruiting Strategy.
Optimized.
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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
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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
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Questions?
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