#TalentSummit

Digital Talent

Attraction Masterclass

#TalentSummit

Holly FawcettHead of Digital Marketing

Social Talent

@HollyFawcett

linkedin.com/in/hollyfawcett

We turn recruiters into

Sourcing Ninjas

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#TalentSummit

Back to Black

-5%

0%

5%

10%

15%

2008 2009 2010 2011 2012 2013 2014 2015

Unemployment Economic Growth

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There is no difference between your

company and your direct competitor,

except your people

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Average cost per hire is: €3111

But…

Average days to fill job: 24

Avg. loss of productivity per day: €500

Total productivity cost: €12,000

Total cost per €15,111

Companies with a strong employer brand* spent 18%

less per hire than those with a poor employer brand

* Those ranked in the top 25% of companies ranked Strong or Very Strong employer brand

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“What you can’t measure,

you can’t manage”

What you can measure:

• Retention Rate

• Employee Engagement

• Quality of Hire

• Cost Per Hire

• Number of Applicants

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Set yourself a goal

By end of year 1, year 2…

• Employee Engagement should increase

• Employee Turnover should fall

• Cost per hire should decrease

• Employee reviews should produce higher scores

• Internal mobility should increase

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10 Physical Workspace

9 Location, Location, Location

8 Creative Work

7 Sense of Belonging

6 Great Tools and Hardware

5 Excitement About Company Products

4 Independence

3 Good Management

2 High-Calibre Team

1 Growth

Source: Dimitar Stanimiroff, Stack Overflow

http://www.slideshare.net/dstanimiroff/hiring-tech-rockstars-ss

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Core Principles to

Employer Branding

1. Be Proactive

2. Be Truthful

3. Be Social

4. Be Available

5. Be Empowering

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Be Proactive

“Dig the well before you are thirsty”

- Chinese Proverb

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Build a Strong Network

• In real life

• Online - LinkedIn, Twitter, Facebook

Be Proactive

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Be Proactive

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Be Proactive

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You already are

connected to

everyone you will hire

in the next 12

months, via your

network and your

employees

Ask for referrals.

Be Proactive

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Complete a Snag List of your

Careers Site

• Do all links work?

• How does it look on mobile?

• Can you apply for a job using your

phone?

• Use of multimedia (images, videos) -

does it portray your company well?

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#TalentSummit

Be Proactive

Survey Your

Employees

• What do they like about their work?

• What do they like about the company?

• Any little perks they’d suggest?

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Be Proactive

• Build a strong network

• Ask for Referrals

• Review and Upgrade your Careers Site

• Survey employees to define your EVP

Take Aways

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Be Truthful

• No one likes being deceived

• Don’t embellish job ads with

untruths to sound more appealing

• Employees talk

• Glassdoor.com exists.

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Going through a crisis?

Brilliant people can be drawn to disaster zones

Case in point: BP never received more

applications than after the Deepwater Disaster in

2010.

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Be Truthful

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Be Truthful

We can’t all be Google.

• Embrace your quirks and imperfections.

• Being small isn’t a negative. You’re growing.

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Be Truthful

We can’t all be Google.

• Embrace your quirks and imperfections.

• Being small isn’t a negative. You’re growing.

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Be Truthful

Tell Marketing to back off*

• Have an “About Us” or “Meet the Team” page

• Be real in your bios of your team

* But take their advice when you’ve misspelled something

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Be Truthful

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#TalentSummit

• Be real, and your candidates will thank you for it

• Your company can attract great talent

• Turn your perceived imperfections into benefits

• Have a sense of humour - people buy people

Take Aways

Be Truthful

#TalentSummit

Be Social

Use social media often and well - it’s

no longer a differentiation strategy.

It’s catch-up.

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Be Social

Dedicated Jobs Accounts

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Be Social

Dedicated Jobs Accounts

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Be Social

Dedicated Jobs Accounts

• Be a source of great, useful content online

• Yes, post jobs when it’s right

• Post CV writing and interview tips

• Make a video about the interview process at your

company

• Post photos of team events, and employee

charitable giving

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It’s bigger than you.

• Share industry blogs

• Get your employees involved

You don’t have to write all of the content you

share:

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#TalentSummit

Be Social

• You MUST be on social media

• Set up dedicated Careers pages, if your big enough

• Post more than jobs: interview and CV tips, videos,

employees

• Share content from external sources: useful blogs,

infographics

Take Aways

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Be Available

Candidates need to trust you.

• Inform them who is responsible for hiring - let them

address you by name

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Be Available

Candidates need to trust you.

• Inform them who is responsible for hiring - let them

address you by name

#TalentSummit

Be Available

Candidates need to trust you.

• Inform them who is responsible for hiring - let them

address you by name

• Don’t be afraid to give them your phone number

• Give them your hours of availability

• Have an open-chat session

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Be Available

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Be Available

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Be Available

• Be upfront about who’s the recruiter and hiring

manager

• Be available to answer questions, especially when

doing big hiring campaigns

• Your candidates are also potential, if not existing,

customers - treat them right!

Take Aways

#TalentSummit

Be Empowering

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Be Empowering

Employees Recruiting Colleagues

• Treat your employees like adults

• They understand Gross Misconduct

• Empower your people to talk about work

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NPR (National Public Radio),

empower their employees to

talk about work - good or bad

- on social. They ask that

they tag their conversations

#NPRLife

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Be Empowering

• Referrals by current employees is the top source of

“above average” candidates

• Formalise your Referral process

• Version1 offer referral rewards for interview-stage

referrals, not just successful referrals

Employee Referrals

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Be Empowering

• Empower your employees to represent the company

online

• Leverage their enthusiasm online to attract new talent

to your company

• Formalise a Referral Programme to encourage your

employees to think about hiring, bring in the best

people

Take Aways

#TalentSummit

Core Principles to

Employer Branding

1. Be Proactive

2. Be Truthful

3. Be Social

4. Be Available

5. Be Empowering

#TalentSummit@HollyFawcett