Talent Brand: The Intersection of Talent Acquisition & Marketing

Consumer Brand is:The attributes and value that is associated with your

company’s products and services

Employer Brand is:The attributes and value that is associated with your

company as a place to work

Talent Brand is:the highly social, totally public version of your

employer brand that incorporates what talent thinks, feels, and shares about your company as a place to

work.

Marketing and Employer Branding:communicating and amplifying the value of a brand

to your target audience

Employer Branding is a form of Marketing

Goal

Audience

Messaging

Call to Action

Customer Journey

Sales Hires

Prospects and customers

Candidates and employees

Consumer Value Proposition

Employer Value Proposition

Purchase our products or

servicesCome work with us

Awareness Interest Intent Purchase

Awareness Interest Application Hire

Marketing Employer Branding

Who are players? Overlap is an opportunity for collaboration

Awareness

Interest

IntentPurchase

Awareness

Interest

Application

Hire CHROEmployer Brand Manager

Recruitment Marketing Specialist

Social Media ManagerContent Strategist

RecruiterSourcer

CMOBrand ManagerDigital Marketing SpecialistSocial Media ManagerContent StrategistMarketing ManagerMarketing Coordinator

Product

Price

Promotion

Place

Goods and services being offered (quality, design,

features, etc)

Jobs available (responsibilities, culture, benefits, etc)

Cost of your product Prestige of your jobs

Advertising, direct marketing, PR, sales force,

etc

Advertising, recruitment marketing, PR, recruiters, etc

Where products are sold (channels, locations, etc)

Where jobs are offered (career website, social media, personal

networks, etc)

Marketing Talent Branding

The Marketing Mix The 4 Ps as they relate to Talent Brand

Product

Price

Promotion

Place

Sales Manager jobs: competitive pay, free food, innovative products to sell, open-plan office environment, travel 50%

Highly desirable jobs: visibility with execs, autonomy to make decisions, fast-paced culture

Targeted updates on LinkedIn, blog about sales management, YouTube channel for sales professionals, sales-specific recruiters

Networking events, employee referrals, LinkedIn, sales job boards

Talent Branding

The Marketing Mix The 4 Ps as they relate to Talent Brand

SWOT analysis What’s the lay of the land?

Develop a Talent Brand SWOT analysis

Strengths: What characteristics do you have that give you an advantage?

-Use these to position yourself against competition

Weaknesses: What characteristics do you have that put you at a disadvantage?

-Downplay these and highlight traits that balance them

Opportunities: What elements of your business could you leverage to gain an advantage?

-How can you take a new approach to win talent?

Threats: What factors may cause trouble or difficulty hiring?

-Build a proactive defense and prepare to make changes

Strengths

Weaknesses

Opportunities

Threats

Internal

External

Negativ

ePosi

tive

Positioning  Differentiating yourself from the competition

Map out your company vs. competitors to get a clear view of the landscape

What factors do you want to measure against?

pay and benefits

work/life balance

challenging work

career advancement opportunities

innovation

learning and growth opportunities

How can you position yourself and differentiate from talent competitors?

Audience segmentation What are the characteristics of the talent your organization needs?

BehaviorsHow do they interact with companies?LinkedInFacebookCareer FairsEmployee connectionsPassive vs. Active

GeographyWhere are they?Actual geographic locationCultural nuancesCurrently employedUndergradGrad school

Target Candidates

Audience segmentation What are the characteristics of the talent your organization needs?

BehaviorsHow do they interact with companies?LinkedInEmployee connectionsPassive

GeographyWhere are they?North America – many statesCurrently employedWilling to relocate

Sales Managers

Audience segmentation Bring your target candidates to life with unique personas

What is a “persona”?

Marketing: A fictional character created to represent the different user types that might use a site, brand, or product in a similar way

Talent Branding: A fictional character created to represent the different candidate types that might be a good fit for your jobs

Who is Andrew?

Andrew is a sales professional with 10 years of experience. For the past two years, he’s been managing a small team of people at a tech start-up. He’s wants to make a change and work for a larger company that would give him the chance to travel and gain global work experience. He has been going to networking events and reaching out to old colleagues to learn about new opportunities. In his free time, he enjoys skiing and he’s quite the movie buff. He also volunteers at his local pet shelter and is active in promoting animal rights.

Audience segmentation Create actual “people” with backstories and photos

Audience segmentation LinkedIn can help you define these personas with some of our data

Today’s talent brand leaders are leveraging existing marketing tactics

 Drive candidates through the funnel with targeted outreach

Awareness

Interest

IntentPurchase

Awareness

Interest

Application

HireTargeted Ads

Content MarketingCareer Pages

Talent CommunitiesSponsored Jobs

Talent Direct

Targeted AdsContent MarketingShowcase PagesLead AcceleratorText AdsSponsored inMails

FutureCustomers

Future hires

 What makes people passionate about your company?

Work your consumer brand into your talent brand

Action Items Things to remember when you get back to your desk

1. Identify the right people to partner with on your marketing team

2. Go through the marketing exercises to clearly define your talent brand strategy

3. Find the overlap and use tactics that help both your consumer and talent brands.

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