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 services Come work with us

Awareness à Interest à Intent à Purchase

Awareness à Interest à Application à Hire

Marketing Employer Branding

Who are players?  Overlap is an opportunity for collaboration

Awareness

Interest

Intent

Purchase

Awareness

Interest

Application

Hire

CHRO Employer Brand Manager

Recruitment Marketing Specialist Social Media Manager

Content Strategist Recruiter Sourcer

CMO Brand Manager Digital Marketing Specialist Social Media Manager Content Strategist Marketing Manager Marketing 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 N

egative Pos

itive

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?

Demographics Who are they?

Years of experience Seniority Industry

Skills Function

Degree type

Psychographics What are their values and

attitudes? Work/life balance

Inspirational leaders Challenging Work

Good benefits Competitive Pay

Behaviors How do they interact with

companies? LinkedIn

Facebook Career Fairs

Employee connections Passive vs. Active

Geography Where are they?

Actual geographic location Cultural nuances

Currently employed Undergrad

Grad school

Target Candidates

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

Demographics Who are they?

10-20 years experience Technology industry

MBA preferred Sales function

Psychographics What are their values and

attitudes? Competitive

High-pay and bonuses Enjoy mentoring others

Good benefits

Behaviors How do they interact with

companies? LinkedIn

Employee connections Passive

Geography Where are they?

North America – many states Currently employed Willing 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

Intent

Purchase

Awareness

Interest

Application

Hire

Targeted Ads Content Marketing

Career Pages Talent Communities

Sponsored Jobs Talent Direct

Targeted Ads Content Marketing Showcase Pages Lead Accelerator Text Ads Sponsored inMails

Future Customers

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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