GETTalent Marke+ng

TALENT MARKETING

How to work on Talent Marketing?

shift

While you read this, make it full screen and click on the shift button to see what happens?

fn control option

Z

caps lock A

But hope it creates a small shift in your mind.

This slide is meant to have no content, but only serve as an expectation setting that the following content is not a booklet, but an exercise you will go through.

So make sure you put yourself in the mind of learning not just downloading information.

YEP. Nothing happens.

CONTENT

• Start from Talent Planning

• Market Analysis

• How do I package AIESEC membership?

• Step1: Figuring what members AIESEC needs to operate in my enEty?This is not an apple

This is not a pen Step 2: Figuring what youth in my enEty want and need?

Step 3: What is the value proposiEon of AIESEC membership that can connect both?

LOGIC

Start with Talent PlanningFirst thing first, do you know what kind of people are you recruiEng?

…

Expected outcome:

• Clear model of recruitment that’s connected later with inducEon and operaEons

• A set of ideal member persona

• LCs are clear with their 2017 LC structure and the talent gap for each team

A video about talent planning

An exercise for persona building

An action plan for coaching LCs

Exercise - AIESEC membership experience

• Ask a group of 5 members to write down an Instagram post about their 1st year experience

• What’s your best experience in AIESEC?

• What’s something different you

• Focus on a specific story

• Capture keywords

Exercise - Best Talent

• Interview 10 top members in your enEty

• Find out the common behaviors, aVtude and beliefs they have

• Ask them what aWracted them to be in AIESEC first? (Value proposiEon)

• Ask them where did they hear about AIESEC first? (Where to look for them)

• Ask them what AIESEC makes a difference compared to other compeEtors in the market for membership experience? (CompeEEve advantage)

• From this interviews, you can figure out a set of member persona you would want to recruit in your enEty!

Exercise - Member Persona

A member persona is a semi-ficEonal representaEon of your ideal member.

This persona is formed by defining the characterisEcs, skills and traits that make up your perfect new recruit.

It’s different from a JD. JD is to explain the role, where member persona also talks about where you can find your ideal member.

CreaEng a candidate persona - hWps://blog.beamery.com/create-a-candidate-persona/

• hWps://www.youtube.com/watch?v=rkvMMjwGFfE

Then we conduct market analysis

Main quesEon here: What does young people need or want in your market?

Yes, it’s research Eme!

If Eme allows, conduct a thorough youth market analysis and segmentaEon. You can consult your MCVP MarkeEng to support you with insights for youth. Some key quesEons that you can keep in mind:

• What is the market am I compeEng in? An example would be - students choosing their extra-curriculum acEvity on campus

• What are the jobs youth trying to get down in this market? An example is gaining pracEcal experience or filling my boredom at school.

• What are the pains and gains for youth in this market? A pain example can be “I found most of the student club & society’s acEviEes are meaningless.” A gain example is “I really love student club that gives me autonomy.”

If Eme is limited, you can also read up some youth report from your country or territory to understand some youth trends.

Conduct market analysis (conEnued)

Expected outcome:

• You and your LCs understand your market of compeEEon

• You and your LCs understand the jobs the youth want to get down, the pains and gains

Including insights from your market to your talent markeEng is key to aWract the right people in your enEty.“ ”

Clarify my Value ProposiEonBut this could be the exact Apple Pen that you need.

It’s Eme for the both side to come together!

Your value proposiEon of AIESEC membership should be fiVng 1) AIESEC’s need and 2) Market’s need.

Depends on your scale of recruitment, the process of clarifying the value proposiEon can result in different outcomes.

It could be:

• A set of statements, slogan and keywords for recruitment (this could be reflected our your website, posters, or Tshirts)

• A revamp of the visual creaEves that reflects your value proporEons (a recruitment video, website/ landing pages)

• A well design recruitment campaign (including both verbal and visuals)

Clarify my Value ProposiEon (conEnued)

It’s Eme for the both side to come together!

Your value proposiEon of AIESEC membership should be fiVng 1) AIESEC’s need and 2) Market’s need.

Depends on your scale of recruitment, the process of clarifying the value proposiEon can result in different outcomes.

It could be:

• A set of statements, slogan and keywords for recruitment (this could be reflected our your website, posters, or T-shirts)

• A revamp of the visual creaEves that reflects your value proporEons (a recruitment video, website/ landing pages)

• A well design recruitment campaign (including both verbal and visuals)

An example of a clear value proposiEon

This is an example of value proposiEon of the membership recruitment provided in the Bluebook. It includes a clear statement of what is AIESEC membership about and a set of value proposiEons that reflect a general need for youth.

Next you can see the Join AIESEC webpage of AIESEC in India, where the 6 value proposiEons are clearly displayed, they are also displayed in the sequence of which value proposiEons speaks to the market the most. Lastly, you can see a recruitment poster of AIESEC in Mainland of China and a design of ra recruitment T-shirt.

Too o&en, we jump into designing marke7ng materials without defining the value proposi7ons. But in this 3 steps sequence, we bring clarity, focus and finally results to a beDer recruitment process.

Now, let’s do some fun video watching time to understand talent marketing a little better.

WATCH with YOUR EARS .While you watch the following video, please write down in your notes the following.

1) Key words the people in the video talks about.

2) What kind of feeling the video generates within you?

First video

https://www.youtube.com/watch?v=dztlcPRBaHA

Remember note down keywords and feelings.

EXAMPLEis on the next slide, so don't turn to next slide yet before you have finished writing your notes.

shiftRemember the ?

My

Keywords: Diversity, enjoyment, love the product, supported, desire to connect, thinking about the box, long days, on it, something larger, making a difference, best people in the world, care, thinking outside the boxes

Feeling: fast pace, diverse, young

MY EXAMPLE

Some observations:

1. Everybody wears the same blue t-shirt with an Apple logo on it!

2. Everybody in the video seems extremely happy! And positivity really catches on, and it’s not like fake happy, it’s very genuine.

3. There is very strong scene of the manager calling the team together, it shows a strong culture of collaboration and togetherness.

LEARNINGSThis is more than just to learn how to make a recruitment video. The keywords menEoned in the video and the feeling created for the audience is a representaEon of what is it like to work in Apple Retail. The aWributes of openness, diversity, hard-working, caring etc. are showcased from stories of Apple employees. The culture of Apple Retails are embodied by those employees. The brand is aligned with the same design of T-shirts to strengthen the brand posiEoning. And the value proposiEon of working for Apple is also clearly communicated, for example, clear promoEon path, great work environment, great learnings etc.

Similarly,

1) what aWributes do AIESEC can and should showcase to aWract the best talent in your enEty?

2) how can you align your brand posiEoning, this could be as simple as wearing a same t-shirt at your events.

3) how can you use authenEc stories at your recruitment?

4) how can you make your value proposiEon approachable and easy to digest?

5) if you capacity to shoot a recruitment video, how can you benchmark it towards this video?

With the similar kind of thoughts in mind, check the following videos and continue with the note taking exercise.

shiftRemember the ?

Second video

Remember note down keywords and feelings.

https://www.youtube.com/watch?v=9No-FiEInLA

Third video

Remember note down keywords and feelings.

https://www.youtube.com/watch?v=0sUD312IpOo

Fourth video

Remember note down keywords and feelings.

https://www.youtube.com/watch?v=pr_WKaUHyZs&index=14&list=PLX2gs7-ibxJKXVb5TJY9bP3RTviJM3leh

The last one is a bad case example of what a recruitment video can look like.

The words sound pretenEous and fake and it’s very hard to relate to.

We make this kind of mistake quite omen also, so when you are using story telling for recruitment, careful not to over-engineer that.