Talent Solutions

Employer Branding Week
What does best-in-class talent brand strategy look like?

TALENT SOLUTIONS
From Strategy to Execution

TALENT SOLUTIONS
TALENT SOLUTIONS
Key themes among our most strategic clients

1 Identify your core target segments

TALENT SOLUTIONS
Narrow down your TG by business analysis
Business, HR & Talent Acquisition partnership is key to determine priorities

Imp...
Narrow down your TG by business analysis
Business, HR & Talent Acquisition partnership is key to determine priorities

Tar...
TALENT SOLUTIONS
You can’t be EVERYTHING to everyone!

TALENT SOLUTIONS
Key themes among our most strategic clients

1 Identify your core target segments
2 Build your authentic EVP for those seg...
Build key employer brand themes
Business, HR & Talent Acquisition & Marketing to determine key themes

Themes

TG

Career
...
TALENT SOLUTIONS
Content is KING!

TALENT SOLUTIONS
Key themes among our most strategic clients

1 Identify your core target segments
2 Build key brand themes to address thos...
Building a content calendar
Career Content
Themes Growth
TG

Diversity Content

TG1
(Engine
ers in
India)



Banner Ads
A...
Sapient Content Strategy

TALENT SOLUTIONS
Now let’s shout! But where?

TALENT SOLUTIONS
Key themes among our most strategic clients

1 Identify your core target segments
2 Build key brand themes to address thos...
GTM channels for your Employer Brand
Targeting

Reach

Measure

Context

Call to
Action

WWU optimizes your Employer Brand...
Step 3: craft your approach – right brand, right success
metrics

REAL

Strategic focus on labor segment
opportunities

CO...
Measure

Measure Me, It is only a good thing!

TALENT SOLUTIONS
Measure

Begin with the end in mind

Sample goals for your talent brand program
• Increase offer acceptance rate by X%
• R...
Measure

How Talent Brand Index works

Talent that is interested in you as an employer
Researching company and
career page...
Measure

We can compare your Talent Brand Index vs peers

7 of 10
Peers:
• A
• B

• C
• D
• E
• F
• G

• H
• I

Employer o...
TBI highlighted in the annual report of SCB
Standard Chartered Bank mentioned the importance of LinkedIn
followers, TBI, a...
Let’s now put our thinking caps on!

TALENT SOLUTIONS
CEO

HR Head

TA Head

Marketing Head

TALENT SOLUTIONS
Case Study!

15 Mins: Reading
20 Mins: Discussion on Questions in the case study
10 Mins: Consolidation & Conclusion

TALE...
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Employer branding week1

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Employer branding week1

  1. 1. Talent Solutions Employer Branding Week
  2. 2. What does best-in-class talent brand strategy look like? TALENT SOLUTIONS
  3. 3. From Strategy to Execution TALENT SOLUTIONS
  4. 4. TALENT SOLUTIONS
  5. 5. Key themes among our most strategic clients 1 Identify your core target segments TALENT SOLUTIONS
  6. 6. Narrow down your TG by business analysis Business, HR & Talent Acquisition partnership is key to determine priorities Implement the 80/20 rule The talent that matters to your business The talent that’s hard to attract today (vs peers) Go Big with Proactive Branding Efforts TALENT SOLUTIONS
  7. 7. Narrow down your TG by business analysis Business, HR & Talent Acquisition partnership is key to determine priorities Target Audience TG1 TG2 TG3 Seniority Function Geo Industry Companies Skills TALENT SOLUTIONS
  8. 8. TALENT SOLUTIONS
  9. 9. You can’t be EVERYTHING to everyone! TALENT SOLUTIONS
  10. 10. Key themes among our most strategic clients 1 Identify your core target segments 2 Build your authentic EVP for those segments TALENT SOLUTIONS
  11. 11. Build key employer brand themes Business, HR & Talent Acquisition & Marketing to determine key themes Themes TG Career Growth TG1 (Engineers in India)  TG2 (Senior Leadership across Geos)  TG3 (Alumni in India) Diversity Innovation    TALENT SOLUTIONS
  12. 12. TALENT SOLUTIONS
  13. 13. Content is KING! TALENT SOLUTIONS
  14. 14. Key themes among our most strategic clients 1 Identify your core target segments 2 Build key brand themes to address those segments 3 Build quality content that resonates with your TG TALENT SOLUTIONS
  15. 15. Building a content calendar Career Content Themes Growth TG Diversity Content TG1 (Engine ers in India)  Banner Ads Alumni speaks TG2 (Senior Leaders hip across Geos)  Video  testimonials White papers TG3 (Alumni in India) Innovation Content  Contests  Banner Ads Targeted Mailers Blog Posts Industry surveys Groups TALENT SOLUTIONS
  16. 16. Sapient Content Strategy TALENT SOLUTIONS
  17. 17. Now let’s shout! But where? TALENT SOLUTIONS
  18. 18. Key themes among our most strategic clients 1 Identify your core target segments 2 Build key brand themes to address those segments 3 Build quality content that resonates with your TG 4 Adopt targeted channels to socialize your Employer Brand TALENT SOLUTIONS
  19. 19. GTM channels for your Employer Brand Targeting Reach Measure Context Call to Action WWU optimizes your Employer Brand for performance TALENT SOLUTIONS
  20. 20. Step 3: craft your approach – right brand, right success metrics REAL Strategic focus on labor segment opportunities CONSISTENT PERSONAL Richa Telang, Recruitment Channels Manager - Greater Asia, Intel Challenge: Change employer brand perception. Typically perceived as an hardware employer, create awareness about software career opportunities at Intel Approach: Create a software talent pool, drive conversations and build relationships BRAVE Result: Access to an untapped and inaccessible pool of quality software talent talent.linkedin.com TALENT SOLUTIONS
  21. 21. Measure Measure Me, It is only a good thing! TALENT SOLUTIONS
  22. 22. Measure Begin with the end in mind Sample goals for your talent brand program • Increase offer acceptance rate by X% • Reduce attrition by X% • Improve employee survey ratings by X% • Increase baseline familiarity with your talent brand in external surveys by X% • Double the number of employees with an optimized social presence • Increase Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regions TALENT SOLUTIONS
  23. 23. Measure How Talent Brand Index works Talent that is interested in you as an employer Researching company and career pages Talent Brand Engagement 264,362 members Talent Brand Reach 1,873,354 members Following your company Viewing jobs and applying Talent that’s familiar with you as an employer Viewing employee profiles Connecting with your employees TALENT SOLUTIONS
  24. 24. Measure We can compare your Talent Brand Index vs peers 7 of 10 Peers: • A • B • C • D • E • F • G • H • I Employer of choice Weaker talent brand LinkedIn Confidential ©2013 All TALENT SOLUTIONS 24 Rights Reserved
  25. 25. TBI highlighted in the annual report of SCB Standard Chartered Bank mentioned the importance of LinkedIn followers, TBI, and ‘Most In Demand Employer’ scores in their recent annual report to investors. Here is a direct extract from their annual report that was just published: “We have also strengthened our presence on LinkedIn, almost doubling our followers. We scored 22 per cent on the Talent Brand Index, LinkedIn’s measure of the strength of an organization’s brand as an employer. This was more than double that of our closest peers. As a result of our strong employer brand, we were ranked as the 11th ‘most in demand employer’ by Finance & Accounting professionals across the globe, in LinkedIn’s inaugural Most InDemand Employers index” TALENT SOLUTIONS
  26. 26. Let’s now put our thinking caps on! TALENT SOLUTIONS
  27. 27. CEO HR Head TA Head Marketing Head TALENT SOLUTIONS
  28. 28. Case Study! 15 Mins: Reading 20 Mins: Discussion on Questions in the case study 10 Mins: Consolidation & Conclusion TALENT SOLUTIONS

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