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Develop a Winning Talent Brand as a Small or Mid-Sized Company | Talent Connect Vegas 2013

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You don’t need to be a Fortune-ranked company or the latest hip start-up to have a winning, engaging talent brand. Talent acquisition leaders from Suncor and NPR’s Head of Talent Acquisition & Innovation share how they brought their employment brand to life through a targeted, multi-channel approach.

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Develop a Winning Talent Brand as a Small or Mid-Sized Company | Talent Connect Vegas 2013

  1. 1. Develop a Winning Talent Brand as a Small or Mid-Sized Company
  2. 2. Let’s Meet the Team: #winningTB Stephanie Ryan Lauren Larose Lars Schmidt Tabitha Eade Manager, TA Marketing & Branding Team Lead, TA Marketing & Branding Senior Director Talent Acquisition & Innovation Solutions Consultant Manager @S_Ryan1234 @Energy_Blonde @ThisIsLars @Tabithaeade
  3. 3. What You Will Learn Today  Learn how to engage your executives and gain broad organizational buy-in  Discover how to make your talent brand a targeted talent strategy  Identify and define key performance metrics to measure success
  4. 4. Fort McMurray Oil sands Calgary Seattle
  5. 5. Introducing NPR A thriving, mission-driven multimedia organization, NPR produces awardwinning news, information, and music programming in partnership with hundreds of independent public radio stations across the nation.
  6. 6. We are innovators and leaders in diverse fields, from journalism and digital media to IT and development. Every day, our employees and member stations touch the lives of millions worldwide.
  7. 7. Evolving Language: Talent Brand n.  the highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work  a significant asset for both hiring/retaining great talent and promoting your corporate image to the market 10
  8. 8. The 4 Steps to Developing a Winning Talent Brand 1. Define Your Talent Brand 2. Gain Executive Buy-In 3. Develop & Execute 4. Measure & Optimize
  9. 9. Step #1 Define Your Talent Brand
  10. 10. Internal External Quantitative Surveys LinkedIn Heat Mapping Qualitative Creative Testing Focus Groups
  11. 11. Strengths Challenges
  12. 12. 1. Your Talent Brand Strengths       42 year history, strong consumer brand with deep fan affinity and loyalty Digitally-savvy employee base Prestigious reputation as a trusted news source Smart and diverse staff, interesting work Mission-driven culture Established social media and digital channels Challenges  Recruiting against blue chip for-profit orgs: New York Times, CNN, Google, Twitter, Amazon  Non-profit, limited resources, budgets  Recruiting in new markets, with less of an established presence: tech, digital, millennial  Media landscape is evolving rapidly, contraction and new digital players are disrupting industry
  13. 13. Step #2 Gain Executive Buy-In
  14. 14. 2. Executive Buy-In Define your goals and objectives  Find your internal stakeholders (social media, marketing, etc.)  Understand the audience you want to reach, and where to reach them  Step out of HR – identify internal influencers and invest in those relationships Select your channels  Determine desired outcomes and how to measure them  Start small and scale    Pilot Executive Buy-In Internally Develop your Strategic Plan Measure and monitor
  15. 15. 2. Executive Buy-In Merger Competitive Labour Market Big Growth Plans Marketing Challenge
  16. 16. Step #3 Develop & Execute
  17. 17. 3. Develop & Execute Online/ Digital Other Social Media Suncor Recruitment Marketing Employee Referral Program Print/ Radio Events
  18. 18. 3. Develop & Execute: Channels LinkedIn: 75,000+ followers, 1,500 monthly visitors, #3 source of applicants, Talent Brand Index = 15 (>NYT, CNN, ABC, Washington Post) Facebook: 70,000+ likes, Work4 job sharing, #8 source of applicants Twitter: @NPRjobs launched 7/11, 20k+ followers, #7 source of applicants, #4 source of hire Blogs: Tumblr and WordPress Careers Site: Mobile-friendly, reinforce culture, branding key areas of need (i.e. tech), candidate experience Job Descriptions: Extension of your employer brand, convey culture, get creative (links, infographics, videos)
  19. 19. Step #4 Measure & Optimize
  20. 20. 4. Measure & Optimize Key Performance Metrics  Develop appropriate metrics to measure (i.e. source of applicant and hire, channel growth, quality of hire, etc.)  Social Media: actively monitor and manage your social media channels, interact and engage with your fans, avoid pure broadcast Social Media ROI  Over $100k savings per year based on reduction of job boards  Social Media Channels (LinkedIn, Twitter, Facebook) are in top 10 sources of applicants and hires  Several key hires through Twitter (#4 source of hire)  Our employment branding efforts have been featured in:
  21. 21. 4 Steps to Developing a Winning Talent Brand 1. Define Your Talent Brand 2. Gain Executive Buy-In 3. Develop & Execute 4. Measure & Optimize
  22. 22. Key Takeaways from Today’s Session  Engage your executives and gain broad organizational buy-in  Discover how to make your talent brand a targeted talent strategy  Identify and defined key performance metrics to measure success

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