build an irresistible talent brand | indemand 2014

How RealPage is Activating their Potential

Suzanne  Myers  Director,  Talent  Acquisi6on  

@smyers678  

Who is RealPage?

SaaS Solutions Provider to Rental Housing Industry

Apartment Buildings

Student Living

Senior  Living  

Vacation Rentals

KNOW a renter

WERE renters

People ARE renters

20 Locations Globally 3,700 RealPager’s

North America India Philippines

Revenue

Overall Headcount Growth

2003 2008 2010 2014

315 860

1175

3700

1 Recruiter Avg 15 Reqs

4 Recruiters Avg 18 Reqs

6 Recruiters Avg 18 Reqs

20 Recruiters Avg 15 - 25 Reqs

2  Years  Ago  • Organic employer brand • Weak online presence

•  Stagnant Careers website

2 Years Ago

We had to perfect our story to compete

•  Purposeful employer brand

• Defined brand voice and value propositions

• Aligned recruiter scorecard to achieve desired results

June 2014

How we “Activated”

Personified our audience targets Defined the ‘drivers’ for changing jobs

How we “Activated”

5 Target Audiences Uncovered

How we “Activated”

§  Architect  /  Network  Architect  §  Database  Admin/Engr  §  Developer  §  Engineer  §  Quality  Assurance  /  Control  

Personified Targets

Trevor Technical

Sierra Sales •  Solu6ons  Consultants  •  Sales  Account  Reps  •  Solu6ons/Sales  Engineers  •  Client-­‐Trainers  

Perry Product •  Product-­‐line  Managers  •  Business  Analysts  

Personified Targets

Otari Operations

Monica Marketing

•  Product  Support  •  Produc6on  Roles  •  Contact  Center  

•  Product  Marke6ng  •  Marke6ng  Communica6ons  •  Market  Researcher  •  Business  Intelligence  

Defined KEY value propositions for selling the opportunity to working at RealPage

Industry Leading,

client focused solutions

Technology company

with a winning strategy  

Mid-size, run fast

company

Opportunity to gain multiple career

experiences

Passion for communities in which we

operate

Why they join RealPage

We created content – not our comfort zone!

How we “Activated”

Scorecard Transformation

Recruiter Scorecard Metrics 40% Recruiting Strategy Deliverables 35% Personal Development Achievements 25%

Scorecard Transformation

Recruiter Scorecard Metrics 40%

Scorecard Transformation

The Team Leaders SET THE PACE and deliverables for their team.

Quarterly Reviews

Recruiting Strategy Deliverables 35%

Create the Employer Brand and message

TEAM #1 Build the Brand

On-line presence

leveraging candidate

on-line behavior

TEAM #2 Drive us Digital

Build a Power

Pipeline to mine for top

talent

TEAM #3 Push the Pipeline

Create a College

Recruiting program that fuels our future

TEAM #4 Crash the Colleges

STRATEGY TEAMS

Personal Development Achievements 25%

Scorecard Transformation

Implemented Strengthfinders Assigned Cross-Divisional Projects

Added “Work with Us” Ads

We Invested

Content Calendar

I “Activated My Potential” Campaign

We filled jobs!

hires each day

Average Fill time

days

Acceptance Rate

Employee Referrals

Manager Satisfaction

Valued Recruiting Advisors

Steps for Success

Know what you’re selling. We found that defined value propositions held our team true to a to consistent sales pitch. When you have 2-3 anchor value propositions, it’s much easier to build content around them.

Know your Audience. Seems simple, but when you begin defining targeted messaging, it’s hard. Especially when you have a diverse set of positions.

Know your communication outlets. Recruiters are the best brand ambassadors. Leverage your team to determine where and how your target audiences receive information.