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The Key to Recruiting Talent: Showcasing Your Company's Unique Strengths

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According to LinkedIn’s Global Recruiting Trends 2017 report, 80 percent of leaders acknowledge that employer branding has a significant impact on their ability to hire talent.

With employer brand holding so much weight in the recruiting and hiring process, it’s important to invest time and energy in making yours a winner. But what do all successful talent brands have in common? Authenticity.

Developing this type of employer brand means first, understanding who you are as a company, then effectively communicating that to potential candidates through original and creative content. An authentic brand will offer people insight into what life is really like at your company—where they’d fit in, how they can grow and why they’ll love the work (and the workplace).


You'll learn:
*Why employer branding is increasingly important
*How to make your brand authentic, step-by-step
*How to create—and share—captivating content

Published in: Recruiting & HR
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The Key to Recruiting Talent: Showcasing Your Company's Unique Strengths

  1. 1. 1 Thanks for joining! The webinar will begin shortly Follow us on social media: talent.linkedin.com/blog #hiretowin
  2. 2. Wednesday, February 22 12 PM CST Duration: 45 Minutes The Key To Recruiting Talent: Showcasing Your Company’s Unique Strengths
  3. 3. Your Speaker for Today
  4. 4. Today’s Agenda Autodesk’s Talent Attraction Strategy Why Talent Brand? Autodesk’s Talent Attraction Strategy Autodesk’s Talent Attraction Strategy Developing an Authentic Brand How to Create & Share Content Autodesk’s Talent Attraction Strategy Q & A
  5. 5. Here’s Why… It’s Getting Tougher to Recruit Top Candidates Unemployment Rates A Growing Skills Gap Competition Unemployment rates are at some of the lowest the U.S. economy has seen in 30 years There is a skills gap between talent and opportunity. 20M unemployed individuals, yet 4M open jobs. The workforce is challenged in keeping up with the constant change in “in- demand” skills Companies are feeling the competitive pressures as they go after the same “in- demand” talent as their competitor companies down the road A growing problem for many companiesSource: U.S. Department of Labor
  6. 6. What Are Companies Doing in Response? Source: U.S. Department of Labor Increased spend in overall recruiting budgets, agencies, employee referrals, etc. Greater investment in marketing talent brand and open opportunities Offering training opportunities to current employees in order to address the skills gap Improved “working conditions” Stock options, bonuses, variable salary Reducing the education level and skills knowledge requirements for their open roles Recruiting Marketing Training Skills Requirements Non-Wage Compensation Culture
  7. 7. Your Authentic Talent Brand
  8. 8. Instead of this…
  9. 9. The biggest roadblock candidates face when changing jobs is NOT KNOWING what it’s really like to work at the company Source: LinkedIn 2016 Global Talent Trends
  10. 10. Know Who You Are
  11. 11. Culture Your company’s personality, who you are as a company, and perhaps more importantly, who you aspire to be Values The principles that guide the organization’s day – to – day decisions; a defining component of your culture
  12. 12. Do You Have a Clearly Defined Employer Value Proposition? Can you answer these questions? • Who are we? • What do we do? • Why does it matter? • Why do people work here? • What do people like or dislike about working here? • Why do people leave?
  13. 13. Do some research to understand what you have to offer If not, find yourself ​Tools for doing this research Lead discussions with groups of executives Research your company mission, vision, & values Hold focus groups with employees Conduct new hire surveys
  14. 14. Understand your audience What do they want to hear? Source: LinkedIn 2016 Global Talent Trends
  15. 15. Understand your audience Direct advice from candidates on what to share about your company Source: LinkedIn 2016 Global Talent Trends
  16. 16. Identifying key talent segments allows you to tailor your content Segment your audience Demographics Who are they? Years of experience Seniority Industry Skills Function Degree type Psychographics What are their values and attitudes? Work/life balance Competitive pay Challenging Work Good benefits Inspirational Leaders Behaviors How do they interact with companies? LinkedIn Job Boards Career Fairs Employee connections Passive vs. Active Geography Where are they? Actual geographic location Cultural nuances Currently employed Undergrad Grad school Target Candidates
  17. 17. Creating & Sharing Compelling Content
  18. 18. Build compelling content To be authentic, you need to be true to who you are You’re not all Google, and that’s ok! Your content should represent you.
  19. 19. The “3 Horsemen of Awesome Content” Build compelling content ​Useful ​Emotional ​Relatable 3 key ways your content can be authentic and successful courtesy of Tara Hunt – Principal at Truly Social, LinkedIn Influencer
  20. 20. You don’t have to go it alone, you can get great content from many places Build compelling content Employees Marketing team Industry news sources LinkedIn Pulse Blogs Executives Your corporate website
  21. 21. Don’t be so “corporate” – mix it up
  22. 22. 5 Great Employer Brand Videos This is Zendesk What It's Like to be a Starbucks Partner Come Join Us at OpenTable What it's like to work at Kimberly-Clark Sephora's New HR Campaign
  23. 23. Don’t just focus on what the content is, pay attention to who’s creating it Mix up your sources as well Source: Edelman Trust Barometer, 2016
  24. 24. Encourage them to create and share content Your employees are your best asset • Create a company hashtag and ask people to share photos • Ask subject matter experts to publish à gives you easy access to content to share and sponsor • Give people pre-made updates with links that they can copy and paste to share and make it available in multiple easily accessible places (your internal site, a regular newsletter, a social media advocacy tool like Elevate) For every 6 pieces of content a LinkedIn member shares, it influences 6 job views 3 company page views 1 company page follower 6 profile views 2 new connections
  25. 25. Keep these tips in mind Build with the goal of engagement Including a link boosts engagement by 84% Updates with images get 2x as many comment Updates with videos get 1.5x more shares
  26. 26. Use what’s at your fingertips Limited budget or design team? You have a video camera at your disposal Canva is an easy online tool – no graphic design degree needed Info.gram allows you to create and publish beautiful visualizations of your data with charts and infographics.
  27. 27. Share your story Make a plan, but keep it flexible • Create an editorial calendar • What are you going to share? • When are you going to share it? • What channels are you going to use?
  28. 28. Optimize your posts based on the channel Share the right amount at the right time
  29. 29. 1. Talent Branding strategies are a “must have” in today’s economy 2. Authenticity is critical as you explore who you are, and who you aspire to be 3. Understand your audience – don’t share what you want, share what they want 4. Build and share compelling content that truly represents your authentic talent brand Key takeaways

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