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More from Kam Kazemi
Atlassian
- 1. Connect.Innovate.Lead. How Atlassian createsa winning Employer Brand (and how you can too) Talent Brand Marketing Manager Austin Romero
- 2. • Marketing professionalin TA • Midwesterner (born, raised, educated) • Live music lover • Desperately trying to learn how to cook A little about me
- 3. Building an Employer Brand isa lot like creating your own recipes Photo by Becca Tapert on Unsplash
- 4. Agenda Get to knowus EB @ Atlassian Ingredients for any successful EB 3 Recipes to kickstart your own EB Icon source
- 5.
- 7. A little aboutAtlassian
- 8. A little aboutAtlassian
- 9.
- 10. Our main challenges… Competitionfor engineering talent R&D is the bulk of hires New and emerging markets New offices in India and across the US Exponential growth 40% YoY growth
- 11. How we thinkabout tackling our EB strategy Content Creating and distributing careers comms to candidates Partners Identifying and managing digital and event partners Platforms Maintaining the internal and external sources that inform comms
- 12. How we thinkabout tackling our EB strategy Content Creating and distributing careers comms to candidates
- 13. Content to engagecandidates
- 14. Utilizing the Atlassianbrand to create out careers look & feel
- 15. How we thinkabout tackling our EB strategy Platforms Maintaining the internal and external sources that inform comms
- 16. Platforms to makeour efforts possible
- 17. Platforms to makeour efforts possible
- 18. Platforms to makeour efforts possible
- 19. How we thinkabout tackling our EB strategy Partners Identifying and managing digital and event partners
- 20. Teams who helpus tell our story Recognized by Great Place to Work® as a Best Workplace around the World 50 Best Places To Work In Australia 2012-2019 Fortune 100 Best Companies to Work For 2012-2020 Great Place to Work-Certified Best Workplaces for Technology Best Workplaces for Women Best Workplaces for Millennials 2019 Asia’s Best Workplaces 2014-2018 Best Workplaces in the Netherlands 2016, 2018, 2019
- 21.
- 22. Employer Value Proposition (EVP) Photoby Joanna Kosinska on Unsplash
- 23. Your brand’s promiseto employees (and prospective ones) about the unique upside to working at your organization now and into the future. It’s usually helpful to divide it into pillars or categories. What is an Employer Value Proposition (EVP)? Source: Jeni Ginter-Lyght, PHR
- 24.
- 25. An EVP helpsyou craft a talent narrative
- 26. A content strategy Photoby Calum Lewis on UnsplashSo
- 27. Content ideas bymedium Video Authentic way to tell a story and experience visually. Profile/Interview Flexible way to tell a story in an easy to share way. Complement with social. Blogs Great way to tell a story through the words and perspectives of your company Social Easy way to share all kinds of content and deliver cultural tidbits Events Invite members into your community to share in the thought- leadership process Technical content Opportunity to give audience a clear idea of the work your company does Radio/Podcast Get in front of your audience in the form of audio. Visual/Ads/Updates One-and-done. The content you create to keep the talent brand breathing.
- 28. Steps you cantake to create your content strategy 1 4 3 2 5 Research Who is my audience and what motivates them? Inventory What content already exists? Narrative What stories can I tell? Content mix What kinds of content should I create? Management Who manages it?
- 29. A content strategyhelps you not only decide when and where to produce content, but also how
- 30.
- 31. How do you measureyour EB? Stephen Kraakem - Unsplash
- 32. Some areas tomeasure Views, Impressions Engagement (Likes, comments, shares, etc.) Campaign Performance & Cost (CPC, CPM, CTR) Glassdoor/Comparably Rating GPTW Rankings Media mentions Employee surveys RSVP’s/ Registrations Booth visitors Repeat visitors Cost per attendee Digital performance Industry measures/benchmarks Events
- 33. Think bigger than costper higher Michael Longmire - Unsplash
- 34. A measurement strategy helpsyou prove your value back to the business
- 35. Agenda 3 Recipes tokickstart your own EB
- 36.
- 37. An employer brandthat is built from the POV of the candidate experience • Employer Value Proposition (EVP) Recipe 1 INGREDIENTS • Think like a traditional brand marketer when identifying what drives the candidate DIRECTIONS
- 38.
- 39. The Traditional MarketingFunnel The Recruitment Marketing Funnel
- 40. Use the EVPto build from the POV of the candidate experience The Recruitment Marketing Funnel How (and where) are you telling the world that you exist and that you’re hiring? How are you not only making them aware of your company, culture, benefits, but also interested in the work? How do you make sure your company is top of mind when they start their job search? Where are you showing up? How are you getting folks to apply? How do you make applying easy? How are you building a successful onboarding experience and making sure that your people stay?
- 41.
- 42. An employer brandthat is equipped to grow and evolve • A measurement strategy Recipe 2 INGREDIENTS • Use effective resourcing to amplify what’s working and dismiss what isn’t DIRECTIONS
- 43. Using your resourceseffectively Your team goals
- 44. Using your resourceseffectively Your team goals Team Skills, Size, Accountability Budget Amount, allocation, source Bandwidth Time, competing priorities
- 45. Using your resourceseffectively Your team goals Team Hire multiple people! Not a one-person job in the long-run. Budget Secure a budget that you have ownership over. Bandwidth Be realistic about what you can achieve. Focus on the big picture, not just quick wins.
- 47.
- 48. An employer brandthat is believed because it is built on authenticity • A content strategy Recipe 3 INGREDIENTS • Lead with authenticity to ensure candidates believe what you’re saying DIRECTIONS
- 49. If you triedto convince someone to spend 25% of their year doing something, what would you tell them? Denys Nevozhai - Unsplash
- 51. Tweetable Takeaways @GPTW_US Thinkbigger than cost per hire. Knowing what to measure helps you prove your value back to the business. Building an Employer Brand is a lot like creating your own recipe.
Editor's Notes
- #3 But before I get started on that, let me tell you a little bit about myself and Atlassian One other thing to know about me is that I’m someone who is desperately trying to learn how to cook. I checked my bank account and it turns out that in true millennial fashion, most of my expenses are going towards two things: eating out and travelling. BUT, I’m trying to change that… Well maybe not the travel part, but most definitely the eating out. I’m starting to use the Blue Apron’s of the world and I’m learning a lot about following recipes, but what happens when you don’t have these perfectly easy packets to follow? You have to look in your fridge and pantry and get creative. But there always a few key things that you’re likely going to use. Salt, Pepper, and oil, So when thinking about employer branding and what I wanted to discuss with you all today, that’s when it struck me – it’s often times that same thing.
- #4 Throughout this presentation, I’m going to use a couple of cooking references and metaphors. There are certain elements that go into creating a Talent Brand strategy that I think are the salt, pepper, and oil. Almost every cuisine has some element of this and if you look around at what others are doing in the industry, you’ll likely see that this is the case. What works for one team might not work for another. Your recipe for pasta might be the best in one town, but is it the best somewhere else? A budget of 1 million, gets you a lot more than 100,000.The recipe might ask you to grill it, but you only have a stove But the elements around storytelling, content, strategies, and more can all be the same. It’s up to you what recipes you create.
- #5 So today I want to go over a couple of key areas to introduce to you fist to us - How we go about building an employer brand at Atlassian. - Next, what I think are the salt, pepper, and oil, or the three of the most crucial ingredients that you'll find in any successful employer brand - Lastly, I want to leave you with three recipes so, let's say you're starting from scratch, that you can use immediately Icons made by <a href="https://www.flaticon.com/authors/freepik" title="Freepik">Freepik</a> from <a href="https://www.flaticon.com/" title="Flaticon"> www.flaticon.com</a> https://www.flaticon.com/free-icon/recipe-book_1397128?term=recipe&page=1&position=15
- #6 So first, a little about us
- #7 - QUESTION - who here has heard of Atlassian or uses an Atlassian product in at work? Has teams at your company? For those who don’t know much about Atlassian, we build software that’s used by more than 150,000 organizations who use our products like Jira, Bitbucket, Confluence, and Trello to collaborate and get work done. We’re just over 4,000 global employees having grown from under 1,000 in just under 4 years. As we’ve quadrupuled in size,
- #8 there’s been quite a bit of change, but our mission has remained the same: we are big believers that behind every great human achievement, there is a team. And, it’s our mission to unleash the potential of every team.
- #9 At the core of who we are, are some pretty bold values. And these are ones that you'll find easily on our about page, careers site, or just referenced a lot. They fundamentally guide what we do, who we are, how we go about making decisions, and who we hire. There's even a stage in our interview process called the Values Interview. Because while we know that our culture will change and actually encourage it as we invite new team members on board, we want to make sure that those who we hire have the same values.
- #10 So enough about Atlassian, Now, let's talk about what we're doing on our Employment Brand team
- #11 So as a team, our task as any employer branding function is to build Atlassian's reputation as an employer of choice to support recruiting. Think of a job at Atlassian as a product. We are tasked with selling it! And here are our main challenges.
- #12 Now with all of these challenges, here's how we go about building our team, strategy, and ultimately, our gameplan CONTENT - At it's core, this is everything that we say, and how we say it to candidates. PLATFORMS - Platforms are the tools and sources where we house all of the information we share both internally and externally PARTNERS - The folks who help us tell our talent narrative
- #13 So let's dive a bit deeper into each.
- #14 Content, at its heart, is about figuring out what you want to say and how you want to say it in order to help drive candidates to hire. There are lots of different types of content that we play with. Here is an example of content that our own leaders have created. More recently, my team just finished up two video projects. The first one is around one of the lesser known roles that we have here at Atlassian - the TAM team. And the second is around Building the Future at Atlassian. This is by no means exhaustive, but we experiment and play around with lots of different types of content to tell the Atlassian story.
- #15 Speaking of different types of content, we also heavily rely on graphic illustrations and collateral to help us stand out and tell the Atlassian story. Here's an example of a career booth that we've built in partnership with our design team. Sometimes, we'll include people photography to bring more humanity into our ads. Or, we'll just have some fun and get creative with the types of collateral we'll hand out at career fairs or swag we give out.
- #16 The next area is Platforms.
- #17 One prime example we have of this is what we call Recruiter Central. In short, this is one space on Confluence where we house all of our resources that are always immediately available for recruiters Let's dive in deeper to one example... Candidate Messaging Hub
- #18 Here, we've built out dozens of key talking points that teams across Atlassian, especially TA, can use to talk about all of the exciting upsides to working at Atlassian from a technical perspective. you can even see we have points around negotiation, our global talent narrative, etc.
- #19 One of the more obvious areas is also our careers site. This is the main source of truth, in our own words, to candidates. And teams, even TA, use this.
- #20 The last area that shows how we tackle our EB strategy is our partners.
- #21 And we have lots of partners that help us tell our story. One of those main partners is GPTW. You can see that by being certified as a GPTW, we have a third-party (objective party) who helps us communicate to job seekers that we have been evaluated and vetted and they even feature our own employees' voices. And this is something we also are going to feature on our careers site... Teh others, like the muse, GD, etc. are all partners that talk on our behalf. This is a screenshot from our Glassdoor page where you can read reviews.
- #22 Great, so you've told us a lot about what you're doing, but how exactly did you get there? And really, it all comes down to having a strong strategy and POV. Otherwise, everything would be a mess. So let's get back into our cooking metaphor by digging into what the ingredients are for our Talent Brand. In other words, what are some key attributes that you need to have.
- #23 This is likely the first thing you’ll see in all of the textbooks. Let's call this the "SALT" Create your EVP,
- #24 So looking at this chart, you can see that an EVP comprises many different parts/attributes about working at your company. For example, work - what is it about it that makes your work interesting? Unique? How do people advance at your company? What are your employees like? Essentially, what an EVP is is -
- #25 At Atlassian, we’ve taken this EVP and created four pillars. We're actually in the process of creating a new one, but this is what has guided our EB for now.
- #26 So put simply, what does an EVP and having one really do for you? In short, an EVP helps you craft your talent narrative
- #27 Photo by Calum Lewis on UnsplashSo you’ve got a great EVP or Talent Narrative, or whatever you call it! In other words, you’ve figured out your narrative, your story and what you could tell. So now, we gotta get strategic about how we tell it. You know how to communicate and what you want to communicate. Now what? This is the easiest thing that you can do to get some structure.
- #28 So how does that strategy come to life in different ways? There’s a whole landscape and so many different ways to tell your story. Whether it’s video, graphics, blogs, or even events, there’s so many ways! But how do you decide what to say and how to say it?
- #29 So first, let’s look at how we can go about thinking about a strategy. Now this could be an entirely separate presentation, but let me show you some key steps you need to create a Content Strategy. And definitely consult the intenet where you can find some guides, but what I’ve tried to do is narrow it down. Inventory - why recreate the wheel? Maybe someone in marketing has already done half the work? Maybe it’s just a matter of getting the content in front of candidates Narrative – this is fun since now you can think about not just your narrative, but the different stories that you can tell as part of your talent narrative. Content mix – What kinds of stories, you want to tell Management – who manages it?
- #30 Don’t want to produce content for the sake of producing content
- #31 Now I thought a lot about whether I wanted to include this, but I felt that it was important, because throughout my career, I get asked this question a lot. Whether someone wants to know whether it’s “worth” sponsoring an event, or Now, a good way to make sure all of your efforts don’t crash and burn is to make sure you’ve got a solid measurement strategy so you know what’s working and what needs to be improved.
- #32 No one has cracked the universal code to this. But figuring out what the right things are for you to measure is up to you… So I’d first work on determining what is right for you AND your business.
- #33 Here are a couple of areas that we, as a team, measure and report back to leadership.
- #34 Hate this as a measure for EB initiatives since you’re setting yourself up for failure at this stage, especially if you’re just getting started. Plus, there are a lot of other benefits that come from the work that we do: Instead, we want to optimize through influence, because at the end of the day, that’s what brand and marketing work is doing. Leading through influence that will eventually, over time, sway someone. Plus, there are tons of positive externalities from a successful brand campaign - someone can tell their friends, or they may apply 6 months down the road. Asking to figure out cost per hire immediately is complicated and will do your team a disservice. Don’t cross out, put think bigger – don’t just look at this, but consider the other impacts… Talent Branding will actually be a cost-saving effort in the long run.
- #35 This whole field is new
- #36 What are the ingredients to a winning Talent Brand? Icons made by <a href="https://www.flaticon.com/authors/freepik" title="Freepik">Freepik</a> from <a href="https://www.flaticon.com/" title="Flaticon"> www.flaticon.com</a> https://www.flaticon.com/free-icon/recipe-book_1397128?term=recipe&page=1&position=15
- #37 This is likely the first thing you’ll see in all of the textbooks. Create your EVP, or at the very least, your Talent Narrative – What you talk about related to talent and HOW you go about telling it.
- #38 With your EVP in check now you know your pillars for what you want to discuss. Now it’s time to ask the right questions about the psychological journey the candidate is going through so you can be savvy about how you go about building a plan.
- #39 First, let’s look at a pretty simple marketing concept, the marketing funnel. This is used to help visualize the psychological process that consumers might go through while making purchasing decisions.
- #40 These are really the same thing – so we can
- #41 In order to start to craft how EB activities can support candidates at each stage of the funnel, here are some questions you can start to ask…
- #42 Now I thought a lot about whether I wanted to include this, but I felt that it was important, because throughout my career, I get asked this question a lot. Whether someone wants to know whether it’s “worth” sponsoring an event, or
- #43 With your EVP in check now you know your pillars for what you want to discuss. Now it’s time to ask the right questions about the psychological journey the candidate is going through so you can be savvy about how you go about building a plan.
- #44 So let’s work backwards… We know how we’re measured as a team at the end of the day is around our goals. Cool! So let’s break down how we achieve our goals. Just like with any team, I see it meaning one thing.
- #45 Once you know what you’re going to measure, then you can figure out where you go from there. Here’s how I like to think of it… Team – Who are the people on my team that I can rely on to help? Who do I need to hire? Who should I partner with outside of the org? Budget – How much is it going to cost to get us there? Definitely don’t say Zero, because this is marketing after all, and it costs to play… Bandwidth – Alright so who is going to take on all of this work?
- #46 Having clear goals should mean you also have these pieces figured out. That means you are now set to measure what’s right for you. For example, asking to be measured on what is realistic for what you can achieve. So when it comes time to your review of the team, you can have more of a frank conversation around what is working. If it’s bandwidth, then focus on fewer things but better. Too many demands and too much important work to do? Talk to your leadership about hiring more people. Was there an event or initiative that we missed out on because we couldn’t afford it? See if you can secure more budget. Having this in place can help you make the right arguments, measure the right things and ultimately resource in the best way possible.
- #47 Ultimately, this is helping you keep things in focus since there are lots of distractions
- #50 It really comes down to the human element of it all… We all have to work to earn money to operate in society, to maintain our way and standard of life. But this work is so important because even though it’s a given, you’re still responsible for someone’s reality day in and day out. Just as an employer, you need to be responsible for the safety of your employees while they’re in the office, we also should be concerned for their mental wellbeing. That starts with making sure that how you entice them to work What stories are you telling them? What do you think they’ll find important? Is what you’re claiming honest? Candidates can sense when things aren’t what they seem even before stepping foot into your company. PLUS, we have partners who are here to help, but they are also here to keep us accountable.
- #52 This whole field is new. And depending on what stage you’re in and unless 100% of your leadership is bought into the important of having a strong TA function or even EB function, you might have to go the extra mile in proving the value