Talent BrandThe Intersection of Talent Acquisition & Marketing

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

85Number of companies represented in this room

Your Talent, Corporate and Consumer Brands are Indivisible

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

Step 1: Define Your Talent Personas

#intalent

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?

LinkedIn

Facebook

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

Twitter

Industry events

Employee connections

Open to new opportunities

GeographyLondon, New York, Chicago, San

Francisco

Currently employed

Talent Brand

Consultants

Step 2: Generate Awareness

#intalent

 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

Building Brand Ambassadors (Consumer + Talent)

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

Step 3: Drive Engagement

Content is King, Relevancy is Queen

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?

Step 4: Measure ROI

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

Let’s Network!

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