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How to Attract Top Talent as an Unknown or Misunderstood Brand

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Published on

recruitDC - Fall 2016

Will Staney | Proactive Talent Strategies, LLC| Founder & CEO

Published in: Business
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How to Attract Top Talent as an Unknown or Misunderstood Brand

  1. 1. HEADING How to Attract Top Talent as an Unknown or Misunderstood Brand Proactive | Your Recruiting Strategy. Optimized. By Will Staney #recruitDC
  2. 2. About Will With a combined total of 7 years in the Talent Acquisition industry, Will Staney is the Founder of Proactive Talent Strategies, LLC, a consulting company focused on Talent Acquisition Strategy, Employer Branding, OnDemand Recruiting, and Training. #recruitDC
  3. 3. Does your employer brand feel like this? 1 Proactive | Your Recruiting Strategy. Optimized. #recruitDC
  4. 4. Creating Course 1 Proactive | Your Recruiting Strategy. Optimized. 1. Creating a compelling EVP 2. Telling authentic stories that resonate 3. Empowering your employees as brand ambassadors 4. Building your marketing machine 5. Learning from success stories #recruitDC
  5. 5. Write a compelling EVP 1 Proactive | Your Recruiting Strategy. Optimized. Develop #recruitDC
  6. 6. 1. Gather Data 1 Proactive | Your Recruiting Strategy. Optimized. ❏ Why did you join? Why do you stay? ❏ How did they find out about the company? ❏ What motivates them? ❏ Fair compensation? ❏ Do your managers make you feel rewarded? Surveys Anecdotal Group brainstorms #recruitDC
  7. 7. 2. Analyze 1 Proactive | Your Recruiting Strategy. Optimized. Example: 70% of employees say that having an impact on customers makes them love their job Dive into your data → Look for commonalities #recruitDC
  8. 8. 3. Develop 1 Proactive | Your Recruiting Strategy. Optimized. ❏ Craft your value proposition: Simple overarching statement that becomes the essence of your brand commitment ❏ Clarify areas of focus to support your EVP. For example: ❏ Career Development ❏ Work/Life Balance ❏ CSR ❏ Test your EVP against your HR Strategy ❏ Do your HR practices reflect the EVP? ❏ Run the EVP by a focus group of employees ❏ Revise if needed. #recruitDC
  9. 9. 4. Deliver 1 Proactive | Your Recruiting Strategy. Optimized. ❏ Recruitment Marketing/Employer Branding efforts ❏ Recruiting process ❏ Onboarding ❏ Career development/Performance Management ❏ Employee Engagement/Experience ❏ Exit stage Incorporate your EVP into: #recruitDC
  10. 10. Empowering your employees as brand ambassadors 1 Proactive | Your Recruiting Strategy. Optimized. ❏ Don’t put words in their mouths ❏ Make it easy - communicate what employees can do ❏ Offer a class on personal branding ❏ Create an Employer Branding Playbook But what if companies recruit my people? #recruitDC
  11. 11. Building your marketing machine 1 Proactive | Your Recruiting Strategy. Optimized. ❏ Steps to building the strategy? ❏ Define the Audience/Personas ❏ Channel Strategy ❏ Content Strategy ❏ Editorial Calendar ❏ Distribution strategy ❏ Tie it back to hiring strategy Content feeds the whole machine #recruitDC
  12. 12. Building your marketing machine (cont.) 1 Proactive | Your Recruiting Strategy. Optimized. #recruitDC
  13. 13. GoDaddy 1 Proactive | Your Recruiting Strategy. Optimized. Before ❏Bad rep, a few bottom of the barrel marketing practices in the past ❏Little knowledge about what the company did beyond domain registration After ❏Reinvented themselves as a champion of small businesses ❏Focused on employee engagement and culture ❏#GoDaddyLife ❏Personal responses to Glassdoor reviews ❏Referral program #recruitDC
  14. 14. SAP 1 Proactive | Your Recruiting Strategy. Optimized. Before ❏Distributed recruitment marketing and employer branding efforts by region ❏Seen as not innovative, older on-premise tech ❏Doing some amazing things in cloud computing but know one knew about it ❏Acquired a lot of great tech companies and talent which was changing the culture for the better After ❏Consolidated regional careers pages ❏Built out Life at SAP to share employee experience and culture ❏New college grad academies and internships ❏Have won dozens of awards for their use of social media and technology to attract talent #recruitDC
  15. 15. Questions? #recruitDC

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