summit14 t1.3: finding your inner marketer -greystone

Finding Your Inner Marketer

Matthew MarconiGreystone Healthcare Management, Director, Recruitment Services

What we think of each other!

Goals and Takeaways

1 Nomenclature2 Always Market Your Talent3 Branding and Messaging – Value

Proposition4 Talent Acquisition: NOT HR5 How to Achieve C-Level / Stakeholder

Support

Nomenclature1 Recruiting = Talent Acquisition

People like to believe they have talents. Acquire those talents – do not recruit them.

Make sure career ad messaging reflects the value in the person

2 Employee = Associate or Team Member Employees just work at a job Associates or Team Members know they are part

of the big picture

Market Talent Always1 Market from day 1 and always celebrate the hire –

Congratulations! Exciting!2 Capture employees’ emotions with the history,

traditions, and philosophy.3 All employees are Marketers.

Branding and Messaging1 Branding builds the message for the company.2 Companies must be creative and intuitive to

compete. That is how Marketing succeeds.3 Talent Acquisition, when in conjunction with the

Marketing department, can build a strong, emotional campaign to attract top candidates.

4 Tell different stories to different prospects.

Talent Acquisition – Do NOT Report to HR1 Both Future-Forward and Strategic2 They are aligned by one common purpose: attracting

people to the organization - customers and employees.

3 Creative Side of HR - not policy-driven4 Risk-takers, not risk-adverse

How to Achieve C-Level / Stakeholder Support

1 The employee experience is enhanced when taken from a “100 ways you can get fired” mentality to a “Welcome home and let’s celebrate” mentality.

2 Early Corporate Buy-In and Adoption Talent Acquisition drives 40% more revenue to the

organization over any other HR function, why not invest in it?

How to Achieve C-Level / Stakeholder Support

HR Function or Process Profit Growth

Profit Margin

Total Improvement

1. Recruiting 3.5x 2.0x 5.52. On-boarding and retention 2.5x 1.9x 4.4

3. Managing talent 2.2x 1.9x 4.4

4. Employer branding 2.4x 2.1x 4.3

5. Performance management and rewards 2.1x 2.0x 4.1

6. Developing leadership 2.1x 1.8x 3.9

7. Mastering HR process 1.8 1.8 3.6

8. Global people management and global expansion 1.8 1.7 3.5

9. Enchancing employee engagement 1.8 1.6 3.4

10. Providing shared services and outsourcing 1.6 1.7 3.3

Matthew MarconiGreystone Healthcare Management, Director of Talent Acquisitionmmarconi@greystoneHCM.com

THANK YOU!