You’re here because you’ve done everything right. …but you STILL haven’t penetrated the market. Your brand is lacking. Your pipeline is clogged. Can you afford to lose the talent fight? No? We didn’t think so. So why d’ya keep doin’ that? Will Staney, Founder of Proactive Talent & Co-Founder of Talent Brand Alliance, is going to teach you how to embrace your underdog. You are the Challenger. If you keep playing Follow the Leader, you’ll come in second. Every. Single. Time. In this webinar, Will is going to show you: The importance of understanding your candidates’ “Why” motivation. How to create your unique Challenger Brand. His 6-Step tactical process to building your Talent Attraction Strategy. “THE CHALLENGE” and defining your (and your candidates’) motivations. More… Bonus – some really awesome slide deck graphics you get to download and stare at as LONG as you want. Woah… Step into the ring, Recruiters. Your candidates are waiting.

1. Crank Up Your Recruitment Marketing:
The Steps Recruiters Need To Take
To Close More Candidates
Will Staney, Founder & CEO, Proactive Talent
June 4, 2019

2. Here’s the PLAN
@willstaney
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Use the questions bar in your side panel to
communicate with Will.
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Use the #rdaily tag to share on Twitter
You will receive a copy of the slide deck
and a link to this video after the webinar.

3. Will Staney
Founder & CEO
Proactive Talent.
We just can’t fit everything that is Will
on one measly slide.
@willstaney
Today’s Expert.

6. Crank Up Your Recruitment Marketing: The Steps
Recruiters Need To Take To Close More Candidates
Will Staney, Founder & CEO, Proactive Talent
@willstaney

7. Will Staney
Founder & CEO
@willstaney
Co- Founder & CEO
Previously Recruiting & Employer Brand Leader

8. Who is Proactive Talent?
is the leading power partner to your
recruiting engine. We're a coalition of recruiting and talent
brand practitioners who provide the necessary tools to
tighten hiring gaps, bolster retention rates and embolden
your company mission, giving you the competitive edge
needed in the ever-changing recruiting industry.
With a holistic approach, we work alongside clients to help
them build a powerful recruiting engine that enables them
to efficiently attract, recruit, and retain top talent.
@willstaney

9. Our Services
● Recruiting Optimization
● OnDemand Recruiting
● Sourcing Sprints
● Employer Brand Strategy
● Recruitment Marketing
● Content Production
@willstaney

10. Traditional
Agencies
Proactive
Talent
Where they get it wrong
1
Cost effective, focusing
on our clients long-term
success with their
budget in mind.
X ✓
● Charge high fees per hire or per creative deliverable
which incentivizes the wrong behaviors
● Business models promote vendor reliance rather
than long-term self sustainability
● Don’t focus on educating the client
2
Work as a seamless
extension of our client’s
teams
X ✓
● Work entirely outside of clients systems and
processes
● Are motivated by versions of success that don’t align
to clients’
3
Holistic approach to
solve the big problem
instead of lots of little
ones
X ✓
● Even when an agency has that capability, it is siloed
in other teams or departments
● All problems solved by more meetings, all of which
become billable hours
● No single vision of how to get from here to there
Proactive Talent vs.
Traditional Agencies

11. Some of our customers

12. But first...
@willstaney
Let’s talk about recruiting
problems...

13. Here are some difficult recruiting problems we see with
companies we work with
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Outcome: most companies are way behind in the talent fight.
@willstaney

14. You got here by doing the things you’re supposed to
Pick an agency
Build a career site
Post to job boards
Post to social media
Buy lots of ads
@willstaney

15. “Best practices” only work if you’re in the lead
@willstaney

16. The world has changed
@willstaney

17. You can’t treat them like candidates.
They’re volunteers.
@willstaney

18. Volunteers need a reason why.
@willstaney

19. Where is the fight for talent happening?
@willstaney

20. The fight isn’t happening on the job board
@willstaney
#EBrandCon
@willstaney

21. The fight isn’t on career sites
@willstaney
#EBrandCon
@willstaney

22. The fight isn’t on social media
@willstaney

23. The fight isn’t on ads
@willstaney

24. The fight isn’t about recruiters
@willstaney

25. That kind of thinking is what got you into this.
And what got you into it won’t get you out.
@willstaney

26. It’s time to change… everything
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@willstaney

27. Element 1:
Successful recruiting is about understanding candidate motives
That is, we need to start with a “why?”
@willstaney

28. Why do teachers teach?
@willstaney

29. Understanding motivations
@willstaney

30. Connect their motive with what you reward
The virtuous cycle:
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What do you
reward?
Who wants to
be rewarded
for that?
@willstaney

31. Element 2:
Embrace your
position
as underdog
@willstaney

32. What’s a challenger brand?
Market Leader Challenger Brand
Microsoft in the 1990’s Apple
Blockbuster Netflix
Ford in 2000’s Toyota
Mattress Firm Casper/Purple
Marriott AirBnB
LensCrafters et al Warby Parker
Sears in the 1980’s Target/Walmart
United/American/Delta Southwest/Virgin/JetBlue
@willstaney

33. Avis and Hertz
An entire brand built
around not being #1
@willstaney

34. You may never have thought about it this way,
but most every company in this room is a
challenger brand,
both for your customers and talent.
@willstaney

35. How it works
The Challenge

36. OurProcess
Research
Position
M
essage
Distribute
Activate
M
easure
@willstaney

37. Intro: Which job would you apply to?
?
@willstaney

38. Defining your motivations
YARP
@willstaney

39. YARP: Yet Another Recruiting Post
Join me!
I have an opening!
Great opportunity!
Wanted!
Join us!
We’re hiring!
The channel and tactic doesn’t matter
@willstaney

40. Big cities and small towns
Smalltowns
Programmatic coverage (display, video, mobile)
Largercities
Newspapers
Geolocated ads
Geolocated social media
College channels
Major market content sites
Associations
Event/education/conferences
Geo-located/competitive ads
Retargeting Retargeting
Position-Driven Messaging
@willstaney

41. Entry-level vs. senior-level
Entry-level
Position-Driven Messaging
Senior-level
Active Passive
Job boards
LinkedIn/Social
Content sites
Video ads (educational content)
Glassdoor
Social/Mobile
Events/Conferences
Programmatic
Programmatic (stop ads) Geolocated/Poaching ads
@willstaney

42. Persistent brand messaging
Earned
Owned
Review sites Job postings
Advocacy
Referrals
Conferences
POS/store display
Recruiter outreach
Sharing on social/hashtag
Scholarships/Boot camps
Videos
Swag Career Fair Events
Position-Driven Messaging
@willstaney

43. Case studies
Examples of Solving Recruiting Problems with
Great Talent Attraction Strategy

44. Case Study:
@willstaney

45. SavATree (2018-2019)
Employer Brand Positioning and Activation
The Problem:
Regional arboreal and plant
services company going national
via acquisitions. Having problems
hiring the requisite technical staff
to service clients and had existing
brand issues.
They needed a real strategy and a
comprehensive plan that
executed that strategy, but didn’t
have a massive budget.
They were losing millions of
dollars per quarter due to talent
shortages.
@willstaney

46. SavATree
Employer Brand Positioning and Activation
We took a deep dive research (surveys and interviews) to determine their intrinsic
brand position and how that position sits relative to their competition
@willstaney

47. SavATree
Employer Brand Positioning and Activation
Based on the position research,
we were able to deliver a 22-page
roadmap/playbook they shared
with leadership, marketing, and
hiring managers..
The roadmap leveraged all
aspects of the company to
support the common goal of
establishing and supporting a
strong employer brand without
massive changes in budget
@willstaney

48. SavATree
Employer Brand Positioning and Activation
• The roadmap contained:
○ Detailed instructions on how all recruiters could write compelling job
postings
○ Detailed instructions on how to ethically encourage more reviews on
Glassdoor
○ Language to increase referrals and social sharing
○ Content and social media strategies and a one-month editorial
calendar
○ Phased approach for work over the next 18-24 months
○ Career site redesign and content recommendations
○ Creative brief for future videos
○ CRM and event marketing plans
@willstaney

49. SavATree
Employer Brand Positioning and Activation
• Outcomes:
○ Moved overall Glassdoor from 2.8 to 3.4 in two months, with a 3.9 rating
for all current employees
○ Job postings ranking higher on Google for Jobs
○ Employer brand videos that are being shared by employees and
prospects alike
○ Increase in referrals
○ Better-aligned creative across all channels
○ New tagline that the CEO is thrilled with
• All in the two months since delivering the roadmap
@willstaney

50. @willstaney
Case Study:

51. UT Health East Texas
Recruitment Marketing
Problem:
● Regionally remote facilities
● Higher paying competition
● Unknown Brand and EVP
● Critical/hard-to-fill hires
● No prior RMK or EB
strategy
● Challenger to Baylor &
Parkland
@willstaney

52. UT Health East Texas
Recruitment Marketing + OnDemand Recruiting
● Deployed a team of 18 healthcare recruiters
● Built a multi-channel strategy from scratch
● Programmatic + Analytics
● click > app > qualified > interview > offer > hire
@willstaney

53. UT Health East Texas
Recruitment Marketing
@willstaney

54. UT Health East Texas
Recruitment Marketing
What were the outcomes?
● Increased hires 51% month #1 and 126% month #2
● Filled 1,327 positions in 6 months (2x+ the 600 goal)
● 60% of hires were critical (nursing)
● Decreased avg time to fill: 68 to 41 days (27 day reduction)
● Lowered CPA by 50% saving $2.6 million on staffing costs
@willstaney

55. UT Health East Texas
Recruitment Marketing
How did we accomplish this?
● Position driven messaging
● Active + passive targeting
● Programmatic coverage
● Set benchmarks + target goals
● Eliminated wasted spend
● Extra fuel to rural jobs
● Full-cycle optimization loops
@willstaney

56. Remember: Change or fail.

57. Questions?

58. Thank you!
Will Staney, Founder & CEO, Proactive Talent