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My original presentation on talent communities was all about theory and the why you should argument. After feedback from audience members, I realized they might need some tactical ideas as well. So this presentation is a 30 minute a dy, weekly plan to help you start on building your talent community. GO!


Marketing is to Recruiting

Brick by Virtual BrickBuilding Talent Communities with practical suggestions in under 30 minutes a dayw/Maren HoganWhat Were Going To Do!1. Learn how to tactically build a responsive community2. Identifying and location your target talent market3. Creating content and community messaging4. How to build out and implement your editorial calendar 5. Choosing the right platform 1. Learn how to tactically build a responsive community2. Identifying and location your target talent market3. Creating content and community messaging4. How to build out and implement your editorial calendar 5. Choosing the right platform


Tactical Building BlocksIdentifying The Right PeopleCurating ContentStarting ConversationMessaging FocusPlanning ToolsChoosing a PlatformMeasuring Response


The most important part of any community is the WHO. Identifying the right people is key. Because so much time is taken to assess cultural fit and the right role specifications, TCs work best (provide most ROI) if the role is "low barrier to entry" and "recurring". Think customer service reps, insurance agents etc. While this can look on the outside like "production line" thinking, I warn clients not to think this way at all as it will damage any relationship they are looking to create with the people in the TC. Take that profile and choose the specific high points. These become parts of your Key Performance Indicator Document. Marketers build documents like this all the time. Once theyve identified their target market, they go about setting up camp in the places where those people are. Some tools to try: Facebook Insights (use the advertisement tool to discover just how many people are in your target market or area, Google Keyword tool to find out what sort of terms are being discussed in your industry. This doesnt have to take a long time. Speak to your hiring managers, talk to department heads, ask for 15 minutes with your marketing team. Make a template for your own reference.


Build an ideal employee profileWrite this downYour CEO, your top salesperson, your best accounts receivable guy, your most prized assistant? What are the traits they have in common? How did they come to your company? Build your ideal employee profile. Pay close attention to their likes, dislikes, specific traits and what they do on their time off. Now if you are building a company specific talent community this may be a very general profile (similar to a company like Rackspace creates) if you are looking for very specific verticals for your talent community, you may have to do some digging with your hiring managers and talking to various employees (think Accenture or IBM).

Invite Them InMarketingHas to research target markets and tailor their messaging to several.Must use multiple distribution channels.Works with customer service to ensure seamless experience.Has lower cost of acquisition.Candidates are different as are their expectations for a good experience.As application channels increase, so too must the communication loops.Candidate experience doesnt happen in a vacuum.

Spend fifteen minutes a day researching and inviting the folks youd like to be a part of your talent community. This can take many forms, you can write a blog post for a skills community that is relevant, you can spend some time with your internal team finding out where they go and what they are interested in or you can search tools like Twellow, Facebook, and LinkedIn Groups for new discoveries about your target market. Bringing them in. Once youve identified the people you want to join your talent community, you can begin the invitation process. The first place you might want to start is in your own Applicant Tracking System. Its possible that the system or platform you choose for your talent community provider may have an invitation feature but its simple enough to do it yourself with an email or social marketing system like Constant Contact, Salesforce, or AWeber (AWeber has a facebook connect sign up option, which generally means the integrity of the email address used to sign up is higher.)


How to Reach Them?Loop11Silverback 2.0OmnitureYoutubeFacebookLinkedInSalesforceConstant ContactAweberYOUR ATS

7Rapid Response Team

No its not easy, but whether you do it through social channels, the telephone, auto-responders or a CRM, you MUST respond to people.

No excuses.Starting Conversation: Ive started several communities of my own and helped clients start many many more and this seems to be the scariest part for people. What if no one pipes up? The truth is, even in our lightning fast social age, conversations and a certain comfort level take a while to achieve. In the age of facebook when its harder to get people to hush up, its difficult to remember when people werent so eager to share every little thing online. Fortunately, when it comes to professional networks and jobs, less is more.Starting conversation around your profiles interests and professional qualifications is what matters. You might have a hopping community if all you do is post memes and funny jokes but it will be shallow and difficult to source from. You dont want that. So look to professional groups like on LinkedIn, Quora and Focus, to see what people in the industry are talking about. Form questions rather than state opinions and bring the conversation to your chosen platform when you can.


Tools Gmail, Outlook (autoresponders, canned responses)Salesforce/Sugar/ACTAutoresponders or timed responses via Vertical Response, Constant Contact, MailChimp, AweberSocial channels inc. TwitterThere are several tools, including Gist, Rapportive, Sprout Social and more that will allow you to keep track of people that email a certain address.Many of these are free or very low cost and allow you to import/export CSV files.

Curating Content: Curating is a recently created verb that made a lot of community managers very happy. Its difficult to create new and interesting content every day (yes, you DO still have to have content of your own) and its harder when the web is literally chock full of fascinating factoids and articles that youd love to put in front of your community members. Every talent community is different and yours will have its own rules (including what you can repost and what you cannot). Keep it simple, provide your talent community members with interesting content in an easy to digest format. If that means plain text emails visible on a non-smart phone because thats what your target market reads, then so be it. If it means videos consumed on an iPad, thats fine too. Test out different distribution methods and see what works. Again, your profile should help with this.

9Market research

A good marketer knows his or her markets, all of them. How can you use this information to your advantage? You got it. Networks, communities, or just contact!Messaging Focus: Building communities can get kinda fun. So make sure that you dont lose focus of the real messaging. Chances are you are building this community for a specific recruiting, sourcing or workforce planning right? So keep that in front of you. Get as many requirements settled ahead of time and keep your evergreen requirements top of mind. Which brings us to your editorial calendar


Tools EloquaSurvey MonkeyQuestionProFacebook InsightsDive into your ATS dataYour own two handsResearch can be conducted via follow up surveysBeta groups can be used on LinkedInTesting tools within your career site and facebookTry your own career site.

Talent Communities:Make people want to be there.

You, the recruiter, the HR pro are the community deejay. Will you educate, inform, help, or just make people feel welcome? This method of talent acquisition is not just about butts in seats. Its about cultivating a community of qualified humans.Content Marketing

Got a captive audience that needs something? Give it to them. They may not be todays hire, but they could be tomorrows (or a customer!)

Tools RSS feedsStorify,, etcSlideshareVideoGood old fashioned emailIf content creation is out of the question, try curation.Use questions/pictures to start conversations.People love video, especially when it shows them the answer to a burning question.Lindsay 14

Content is no longer king.{Conversation} is KING.Be helpful, to newcomers. Be informative, to complainers. Ask questions from experienced employees. Answer questions promptly. Share the love and highlight others, not just yourself, your team, or your company. This is the job of the talent community manager.

Do this: Create a loose editorial calendar.Building an editorial calendar. This wont be a proper editorial calendar but thats okay, its basically a framework to keep you churning out fresh and interesting content for your community members. Not only will this help you to keep track of time to fill, it will make it simpler to practice consistent but pertinent automation. Using tools like standard Excel or online editorial calendars like DivvyHQ will help you keep track of which topics are slated to get coverage. This another great opportunity to piggyback on your marketing departments hard work, so ask to see media planning or editorial documents they may have drawn up. Keep your format relatively loose to that you can take advantage of newsworthy trends and topics.

PlanningAutomation. Say it with me.

Planning: For automating social supplementary information you can do simple things like scheduling posts several weeks out, using Hootsuite or Timely to handle tweets and Facebook messages or setting up email templates for specific seasons pertinent to your industry. Planning ahead is crucial for industries like retail and tourism and automation can be a recruiters best friend whe