Talent Brand: The Intersection of Talent Acquisition & Marketing презентация

company’s products and services

company as a place to work

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

your target audience

customers

Candidates and employees

Consumer Value Proposition

Employer Value Proposition

Purchase our products or services

Come work with us

Awareness → Interest → Intent → Purchase

Awareness → Interest → Application → Hire

Marketing

Employer Branding

Specialist
Social Media Manager
Content Strategist
Recruiter
Sourcer

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

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

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

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

Internal

External

Negative

Positive

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?

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

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

our data

the funnel with targeted outreach

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

your talent brand

the right people to partner with on your marketing team
Go through the marketing exercises to clearly define your talent brand strategy
Find the overlap and use tactics that help both your consumer and talent brands.