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Talent Brand: The Intersection of
Talent Acquisition & Marketing
Consumer Brand is:
The attributes and value that is associated with your
company’s products and services
Employer Brand is:
The attributes and value that is associated with your
company as a place to work
Talent Brand is:
the highly social, totally public version of your
employer brand that incorporates what talent
thinks, fe...
Marketing and Employer Branding:
communicating and amplifying the value of a brand
to your target audience
Employer Branding is a form of Marketing
Goal
Audience
Messaging
Call to Action
Customer
Journey
Sales Hires
Prospects and...
Who are players?
 Overlap is an opportunity for collaboration
Awareness
Interest
Intent
Purchase
Awareness
Interest
Applic...
Product
Price
Promotion
Place
Goods and services being offered
(quality, design, features, etc)
Jobs available (responsibi...
Product
Price
Promotion
Place
Sales Manager jobs: competitive pay, free food, innovative products
to sell, open-plan offic...
SWOT analysis
 What’s the lay of the land?
Develop a Talent Brand SWOT analysis
Strengths: What characteristics do you hav...
Positioning
 Differentiating yourself from the competition
Map out your company vs.
competitors to get a clear view of the...
Audience segmentation
 What are the characteristics of the talent your organization needs?
Demographics
Who are they?
Year...
Audience segmentation
 What are the characteristics of the talent your organization needs?
Demographics
Who are they?
10-2...
Audience segmentation
 Bring your target candidates to life with unique personas
What is a “persona”?
Marketing: A fiction...
Who is Andrew?
Andrew is a sales professional with 10 years of
experience. For the past two years, he’s been
managing a sm...
Audience segmentation
 LinkedIn can help you define these personas with some of our data
Today’s talent brand leaders are
leveraging existing marketing tactics
 Drive candidates through the funnel with targeted ...
 What makes people passionate about your company?
Work your consumer brand into your talent brand
Action Items
 Things to remember when you get back to your desk
1.  Identify the right people to
partner with on your
mark...
21
Thanks for viewing!
Follow us on social media:
talent.linkedin.com/blog
#hiretowin
Talent Brand: The Intersection of Talent Acquisition and Marketing
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Talent Brand: The Intersection of Talent Acquisition and Marketing

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Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.

You’ll learn how to:

- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy

Published in: Recruiting & HR
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Talent Brand: The Intersection of Talent Acquisition and Marketing

  1. 1. Talent Brand: The Intersection of Talent Acquisition & Marketing
  2. 2. Consumer Brand is: The attributes and value that is associated with your company’s products and services
  3. 3. Employer Brand is: The attributes and value that is associated with your company as a place to work
  4. 4. Talent Brand is: the highly social, totally public version of your employer brand that incorporates what talent thinks, feels, and shares about your company as a place to work.
  5. 5. Marketing and Employer Branding: communicating and amplifying the value of a brand to your target audience
  6. 6. Employer Branding is a form of Marketing Goal Audience Messaging Call to Action Customer Journey Sales Hires Prospects and customers Candidates and employees Consumer Value Proposition Employer Value Proposition Purchase our products or services Come work with us Awareness à Interest à Intent à Purchase Awareness à Interest à Application à Hire Marketing Employer Branding
  7. 7. Who are players?  Overlap is an opportunity for collaboration Awareness Interest Intent Purchase Awareness Interest Application Hire CHRO Employer Brand Manager Recruitment Marketing Specialist Social Media Manager Content Strategist Recruiter Sourcer CMO Brand Manager Digital Marketing Specialist Social Media Manager Content Strategist Marketing Manager Marketing Coordinator
  8. 8. Product Price Promotion Place Goods and services being offered (quality, design, features, etc) Jobs available (responsibilities, 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
  9. 9. Product Price Promotion Place Sales Manager jobs: competitive pay, free food, innovative products to sell, 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
  10. 10. SWOT analysis  What’s the lay of the land? Develop a Talent Brand SWOT 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 Strengths Weaknesses Opportunities Threats Internal External Negative Positive
  11. 11. Positioning  Differentiating yourself from the competition Map out your company vs. competitors 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?
  12. 12. Audience segmentation  What are the characteristics of the talent your organization needs? Demographics Who are they? Years of experience Seniority Industry Skills Function Degree type Psychographics What are their values and attitudes? Work/life balance Inspirational leaders Challenging Work Good benefits Competitive Pay Behaviors How do they interact with companies? LinkedIn Facebook Career Fairs Employee connections Passive vs. Active Geography Where are they? Actual geographic location Cultural nuances Currently employed Undergrad Grad school Target Candidates
  13. 13. Audience segmentation  What are the characteristics of the talent your organization needs? Demographics Who are they? 10-20 years experience Technology industry MBA preferred Sales function Psychographics What are their values and attitudes? Competitive High-pay and bonuses Enjoy mentoring others Good benefits Behaviors How do they interact with companies? LinkedIn Employee connections Passive Geography Where are they? North America – many states Currently employed Willing to relocate Sales Managers
  14. 14. Audience segmentation  Bring your target candidates to life with unique personas What is 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
  15. 15. Who is Andrew? Andrew is a sales professional with 10 years of 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
  16. 16. Audience segmentation  LinkedIn can help you define these personas with some of our data
  17. 17. Today’s talent brand leaders are leveraging existing marketing tactics  Drive candidates through the funnel with targeted outreach Awareness Interest Intent Purchase Awareness Interest Application Hire 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
  18. 18.  What makes people passionate about your company? Work your consumer brand into your talent brand
  19. 19. Action Items  Things to remember when you get back to your desk 1.  Identify the right people to partner with on your marketing team 2.  Go through the marketing exercises to clearly define your talent brand strategy 3.  Find the overlap and use tactics that help both your consumer and talent brands.
  20. 20. 21 Thanks for viewing! Follow us on social media: talent.linkedin.com/blog #hiretowin

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