talent brand - intersection of talent acquisition and marketing_deck_final
TRANSCRIPT
Introductions
Tabitha EadeManager, Talent Brand Strategy Team, North AmericaLinkedIn
Cara BaroneTalent Brand ConsultantLinkedIn
#intalent
Why We Brought You Here Today
Identify and explore the intersection between key Marketing principles & Talent Brand
Network with your peers and like-minded professionals in the Bay area
#intalent
Today’s Agenda
8:30-9:00 – Breakfast
9:00-9:30 – Keynote
9:30-10:15 – Client panel
10:15-10:45 – Breakout sessions at table
10:45-11:00 – Share out and closing
#intalent
Lin
ked
In T
ale
nt
Bra
nd
In
dex
Lippincott Customer BrandView Index
36%
28%-6%
10%
HighLow
Hig
hL
ow
Cumulative Growth in Shareholder Value over 5 years:
Source: TheSecretSauceofTopCompanies,Marshall&Rosenberg,2013
A Strong Brand (Consumer + Talent) is Critical to Your Company’s Performance
The top of the funnel isn't about you, it’s about prospects and earning their attention
Awareness
Engagement
IntentPurchase
Awareness
Engagement
Application
Hire
Marketing Funnel Talent Acquisition FunnelFutureCustomers
Futurehires
Customer Research Begins
Customer’s First Contact with Salesperson
Customer Purchase Decision
57% of the purchase decision is complete before a
customer interacts with a salesperson
Source: CEB Customer Research Study, 2011
Source: 2014 LinkedIn Exit Survey, n=1,675 US Voluntary Preventable Departures
53%of professionals start considering switching jobs
at least 5 months before leaving
Step 1: Define Your Talent Personas
Step 3: Drive Engagement
Step 4: Measure ROI
Step 2: Generate Awareness
4 Marketing Steps of Talent Acquisition
Audience segmentation What are the characteristics of the talent your organization needs?
DemographicsWho are they?
Years of experience
Seniority
Industry
Skills
Function
Degree type
PsychographicsWhat are their values and attitudes?
Work/life balance
Competitive pay
Challenging Work
Good benefits
Inspirational Leaders
BehaviorsHow do they interact with
companies?
Job Boards
Career Fairs
Employee connections
GeographyWhere are they?
Actual geographic location
Cultural nuances
Currently employed
Undergrad
Grad school
Target Candidates
Example audience segmentation
DemographicsYears of experience: 5-15
Digital Media or Advertising background
Marketing or Consulting function
College degree, grad degree a plus
PsychographicsStrive for innovation
Hyper-growth work environment
Collaborative teamwork
Good pay and benefits
Independent thinkers
BehaviorsLinkedIn
Industry events
Employee connections
Open to new opportunities
GeographyLondon, New York, Chicago, San
Francisco
Currently employed
Talent Brand
Consultants
Assets both TA & Marketing can leverage to generate awareness
Worker Smarter, Not Harder
Leadership Buy-In
Employees
Followers
Source: 2015 PWC 2015 Annual Global CEO Survey.
73%
of professionals of Cof CEOs reported being concerned about the availability of key skills
Source: 2015 HBR.org - http://universumglobal.com/2020outlook/
of CEOs surveyed said this responsibility lies with them(40% of marketing leaders agreed)
Many Leaders Now Place Primary Responsibility for the Employer Brand
with the CEO or Marketing
60%
Employee Engagement
Highly engaged employees are brand ambassadors
Key drivers of employee engagement:
Senior Leadership Managing
Performance Career
Development Recognition
Case Study - HCA Over 25,000 department
managers received reports and insights
More than 10,000 action plans were created online
Increases in employee engagement have resulted in improved patient satisfaction, reduced turnover and improved financial performance
Leadership Buy-In is Key to Activating Employees
Your followers are important to your brand
Members are 61% more likely to share information61%
79% of members are interestedin job opportunities79%
95% Followers are 95% more likely to respond to an InMail
Members are 50% more likely to purchase a product / service 50%
New hires that followed YOU before being hired 30%
5,412 followers
Talent Prioritization Matrix:“How Critical?” and “How Likely?”
InDemand Talent
Whattalentisbusinesscritical?
Temperature Howlikelyiscandidateto
engagewithus?
Low
High
High
Talent Prioritization Matrix
InDemand Talent
Whattalentisbusinesscritical?
Temperature Howlikelyiscandidateto
engagewithus?
Low
High
High
Nurture
Outreach
BuildAwareness
“RedCarpet”
1: Many
1: Many 1: Many
1:1
Talent Prioritization Matrix: Example
Temperature Howlikelyiscandidateto
engagewithus?
Low
High
High
Nurture
“RedCarpet”Outreach
BuildAwareness
1:11: Many
1: Many 1: Many
Brand Consultant 5-10 yr experience LinkedIn, Facebook San Francisco, Chicago
Healthcare 10-12 yr experience Startup or Mgmt Track Dubai, New York
Accountant 1-5 yr experience Training Program Jamaica, Ontario
Project Manager 1-5 yr experience Client company Chennai, Philippines
InDemand Talent
Whattalentisbusinesscritical?
KeyTalentPools
What Success Looks Like
1Hire
Awareness
Engagement
Application
Hire
MetricsLinkedInWillTrack
AdImpressions Click-thrurates
MetricsYourCompanyCouldTrack
Companywebsitetraffic,LIreferraltraffic
#ofCareerPageVisitors
Size&CompositionofFollowerBase
ContentReach,Shares,&EngagementRates
#ofinboundinquiries Contentamplificationon
othersocialnetworks PR/mediaengagement
#ofjobviews InMailresponserates TalentBrandIndex
INpactedhires #ofapplyclicks Jobview-to-applyratio
Qualityofapplicant Time-to-fill
TimespentonInMails QualityofInMail
responses
Back of the Napkin Calculations
33,300Awareofyouremployer
brand
666VisityourCareerPage
200Viewoneofyourjobs
20Applyforaposition
1Hire
Step 1: Define Your Talent Personas
Step 3: Drive Engagement
Step 4: Measure ROI
Step 2: Generate Awareness
4 Marketing Steps of Talent Acquisition
#intalent
Client Panel
Marta RigginsDirector, Talent Brand & Events, Pandora
Andrew CargesVP, Global Talent Acquisition, GoDaddy
#intalent
Brian HarmsenDirector, Global Talent Acquisition, New Relic
Wrap Up – Today’s Objectives
Identify and explore the intersection between key Marketing principles & Talent Brand
Network with your peers and like-minded professionals in the Bay area
Please help us improve!
#intalent