1. Channel Your Inner Marketer 1
Channel Your
Inner Marketer
Applying Marketing Principles to
Talent Acquisition Efforts

2. Channel Your Inner Marketer 2
Agenda
• Welcome and Introductions
• What is Talent Brand & Why it Matters
• The Marketing Funnel as it applies to Talent Acquisition
• Client Journey: Erin Wilson from BrightRoll
Erin Nixon
Director of Talent
Brand Solutions
Nathan Phaneuf
Talent Brand Consultant

3. Ice BreakIn
Most Popular Most Endorsed
Earliest Adopter Most Connected
Maria
Vasquez
Steffan
Martell
Josette
Hoffman
Veronica
Salcido

4. In the transparent economy that digital
media is creating, your talent, corporate
and consumer brands are indivisible.
- Josh Graff

5. Channel Your Inner Marketer 5
Strong brands move
people toward
purchase long before
they enter the store
Great recruiters think
about jobs the way
marketers think about
products

6. Channel Your Inner Marketer 6
People complete 60% of the decision making
process prior to any direct interaction with the
brand –and that extends to the way people now
look for employment.
People complete 60% of the
decision making process
prior to any direct interaction
with the brand because of the
level of AWARENESS they
have with your brand.

7. Channel Your Inner Marketer 7
Do you think people treat
Career decisions
any less seriously?

8. Channel Your Inner Marketer 8
What is Talent Brand?
 The highly social, totally
public version of your
employer brand that
incorporates what your
talent thinks, feels and
shares about your company
as a place to work

10. Channel Your Inner Marketer 10
Why Invest in Your Talent Brand?
1. A strong Talent Brand is associated with lower cost per
hire
2. A strong Talent Brand increases response rates to
recruiter messages (up to 2X)
3. Companies with a strong talent brand attract 50% more
applicants to their jobs
4. Companies with a strong talent brand find 3X as many of
their hires through LinkedIn

11. Channel Your Inner Marketer 11
Involve your entire organization
Executive Team
Marketing &
Communication Team
Hiring Managers
Employee Base

12. Channel Your Inner Marketer 12
Every hire travels through the same journey
Unaware
Considering
Hired
Aware
The Candidate Journey

13. Channel Your Inner Marketer 13
Traditional Marketing Funnel
Today’s best recruiters are leveraging existing
marketing strategies
Talent Acquisition Funnel
Awareness
Engage
Leads
Hire

14. Channel Your Inner Marketer 14
Why?
• We need to reach targeted audiences with relevant
messaging to convert the unaware to aware
How?
Top of the funnel, Raise Awareness
Ad Campaigns
Content
Marketing
Jobs

15. Channel Your Inner Marketer 15
Why?
• Candidates need to be engaged before they will apply
for Jobs, respond to Recruiters and accept offers
How?
Mid funnel, it’s about Engagement
Talent Communities Targeted and engaging
Career Pages
Engaging Job
Descriptions
Engage

16. Channel Your Inner Marketer 16
Why?
• To hire the best quality talent, we want options – pools of
engaged, excited candidates who want to work for your
company
How?
We’re going to need Leads…
Applicants Talent Pools
Sourcing

17. Channel Your Inner Marketer 17
10%
75%
Increased engagement with your brand
improves the effectiveness of your outreach
1
7
Aug 2013 to Jul 2014
Engaged
with your brand
No engagement
with your brand
InMail Response Rates by Recipient Engagement
*Engaged member = any member who viewed one of your jobs, your company/career page or became
a follower within the 60 days prior to receiving an InMail from one of your employees

18. Channel Your Inner Marketer 18
Well, that’s up to you.
And the hiring?

19. Channel Your Inner Marketer 19
Tips and Best Practices
1. Relevance is the key to successful engagement
2. Engage at multiple touch points (and platforms!)
3. Time scale
• Always On (365 days/year)
• Specific project/initiative (3 months)

20. Channel Your Inner Marketer 20
Measure & Optimize
1. Traffic/campaign reporting
• Impressions/Views
• Unique members/users reached
• Click rates, Engagement rates
• Follower/Likes Growth
2. LinkedIn Data
• Talent Brand Index
• InPact
3. Impact to business
• Cost per hire
• Time to fill
• Quality of hire
• Retention rate

21. Channel Your Inner Marketer 21
Awareness
Engage
Leads
Hire
300,000
Ad Impressions
Putting it all together
3,000
Click-throughs
240 Applications
8 Hires
1% Click-through rate
8% conversion of Job
Views to Applications
(LinkedIn average)
30 applications per
position

22. Channel Your Inner Marketer 22
Awareness
Engage
Leads
Hire
The more they see you,
the more they know
you
Putting it all together
Create a dialogue with
your target audience
Be relevant and
engaging to target
talent
Make your hiring
process seamless and
effective
 Recruitment ads
 Employee Profiles
 Sponsored Jobs
 Custom Career Pages
 Targeted Content
 Sourcing
 Actively manage and
maintain Talent
Pipeline
 Talent Direct InMail
Campaign
 Measure your InPact

23. © 2013 BrightRoll, Inc. All rights reserved.
Erin Wilson
Head of Talent Engineering
@techmatchmaker

24. © 2013 BrightRoll, Inc. All rights reserved.

25. © 2013 BrightRoll, Inc. All rights reserved.

26. © 2013 BrightRoll, Inc. All rights reserved.

27. © 2013 BrightRoll, Inc. All rights reserved.

28. © 2013 BrightRoll, Inc. All rights reserved.

29. © 2013 BrightRoll, Inc. All rights reserved.
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30. © 2013 BrightRoll, Inc. All rights reserved.
Questions?

31. 2014 LinkedIn Corporation. All Rights Reserved.