Build an Irresistible Talent Brand | InDemand 2014

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From InDemand 2014, Suzanne Myers who is the Talent Acquisition Director at RealPage, shares how you can leap out of your comfort zone to create an irresistible employer brand.

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Build an Irresistible Talent Brand | InDemand 2014

  1. 1. How RealPage is Activating their Potential Suzanne  Myers   Director,  Talent  Acquisi6on   @smyers678  
  2. 2. Who is RealPage?
  3. 3. SaaS Solutions Provider to Rental Housing Industry
  4. 4. Apartment Buildings
  5. 5. Student Living
  6. 6. Senior  Living  
  7. 7. Vacation Rentals
  8. 8. KNOW a renter WERE renters People ARE renters
  9. 9. 20 Locations Globally 3,700 RealPager’s North America India Philippines
  10. 10. Revenue
  11. 11. Overall Headcount Growth 2003 2008 2010 2014 315 860 1175 3700 1 Recruiter Avg 15 Reqs 4 Recruiters Avg 18 Reqs 6 Recruiters Avg 18 Reqs 20 Recruiters Avg 15 - 25 Reqs
  12. 12. 2  Years  Ago   •  Organic employer brand •  Weak online presence •  Stagnant Careers website 2 Years Ago We had to perfect our story to compete
  13. 13. •  Purposeful employer brand •  Defined brand voice and value propositions •  Aligned recruiter scorecard to achieve desired results June 2014
  14. 14. How we “Activated”
  15. 15. Personified our audience targets Defined the ‘drivers’ for changing jobs How we “Activated”
  16. 16. 5 Target Audiences Uncovered How we “Activated”
  17. 17. §  Architect  /  Network  Architect   §  Database  Admin/Engr   §  Developer   §  Engineer   §  Quality  Assurance  /  Control   Personified Targets Trevor Technical Sierra Sales •  Solu6ons  Consultants   •  Sales  Account  Reps   •  Solu6ons/Sales  Engineers   •  Client-­‐Trainers   Perry Product •  Product-­‐line  Managers   •  Business  Analysts  
  18. 18. Personified Targets Otari Operations Monica Marketing •  Product  Support   •  Produc6on  Roles   •  Contact  Center   •  Product  Marke6ng   •  Marke6ng  Communica6ons   •  Market  Researcher   •  Business  Intelligence  
  19. 19. Defined KEY value propositions for selling the opportunity to working at RealPage Industry Leading, client focused solutions Technology company with a winning strategy   Mid-size, run fast company Opportunity to gain multiple career experiences Passion for communities in which we operate Why they join RealPage
  20. 20. We created content – not our comfort zone! How we “Activated”
  21. 21. Scorecard Transformation
  22. 22. Recruiter Scorecard Metrics 40% Recruiting Strategy Deliverables 35% Personal Development Achievements 25% Scorecard Transformation
  23. 23. Recruiter Scorecard Metrics 40% Scorecard Transformation
  24. 24. The Team Leaders SET THE PACE and deliverables for their team. Quarterly Reviews Recruiting Strategy Deliverables 35% Create the Employer Brand and message TEAM #1 Build the Brand On-line presence leveraging candidate on-line behavior TEAM #2 Drive us Digital Build a Power Pipeline to mine for top talent TEAM #3 Push the Pipeline Create a College Recruiting program that fuels our future TEAM #4 Crash the Colleges STRATEGY TEAMS
  25. 25. Personal Development Achievements 25% Scorecard Transformation Implemented Strengthfinders Assigned Cross-Divisional Projects
  26. 26. Added “Work with Us” Ads We Invested
  27. 27.       Content Calendar
  28. 28. I “Activated My Potential” Campaign
  29. 29. We filled jobs! hires each day
  30. 30. Average Fill time days
  31. 31. Acceptance Rate
  32. 32. Employee Referrals
  33. 33. Manager Satisfaction Valued Recruiting Advisors
  34. 34. Steps for Success Know what you’re selling. We found that defined value propositions held our team true to a to consistent sales pitch. When you have 2-3 anchor value propositions, it’s much easier to build content around them. Know your Audience. Seems simple, but when you begin defining targeted messaging, it’s hard. Especially when you have a diverse set of positions. Know your communication outlets. Recruiters are the best brand ambassadors. Leverage your team to determine where and how your target audiences receive information.

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