Jennifer Johnston from Salesforce talked about building an ecosystem approach to close more passive talent at this year's 2nd annual Glassdoor Employer Branding Summit!

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An Ecosystem Approach
to Close More Passive Talent
Jennifer Johnston
Head of Global Employer Branding
Salesforce
@jjjohnstonsf

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In the War for Talent . . . Scarcity is the New Reality!

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Power is Continuing to Shift to the Candidate
Survey of 2,000 executive, professional and managerial US-based recruiters

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Is Your Approach to Recruiting Ready?

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In some of the toughest talent segments (sales/tech) and toughest locations
Our Challenge: Hire 5,000 People This Year

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Our Ecosystem Approach to Recruiting
Qualifying
and
Mapping
Engaging
Employee
Experience
Everyone
engaged and enabled
to sell our EVP
Across the full lifecycle
lead prospect
candidate employee
referrer
Targeted
Lead
Generation
Amazing
Candidate
Experience
Prequalified
Prospect
Nurturing

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Define your audience and drive leads in a highly targeted way
1. Targeted Lead Generation
Advertising ResearchReferrals

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Use Data to Disrupt and Change Up Your Tactics
Reality
Common Traits of Top 100
• Salesforce Power User
• Monthly Close Cadence
• Storytelling Sales Training
Perception
of Hiring Managers
Only people
with software sales
experience will succeed here

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Drive interest only with people with a high probability of hire
2. Qualifying and Mapping
Qualify
All Incoming Leads
Map
to Campaigns
Feed
to Reqs

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Build relationships to move people from prospect to candidate
3. Prequalified Prospect Nurturing
#snackables eblasts events

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Close more candidates by making hiring managers hiring magnets
4. Amazing Candidate Experience
EVP
Certification
Hiring managers
are trained on
how to sell our product
– #dreamjob
Competencies
Interviewing
Hiring managers
interview for competencies
we know people need
to be successful here
Candidate
Journey
Hiring managers
communicate in a way
that shows we know
tables have turned

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Communicate Differently to Candidates
Recognize that the tables have turned,
up your game, and court the candidate
every step of the way:
ü Pre-­Interview Team Briefing
ü Day of Interview: Quick Tips + Closers
ü Post Interview: Pre-­Emptive Thank You
ü At Offer: Ask for the Sale
ü At Sign: Personal Congrats & Welcome Aboard
ü Pre-­Boarding: No Radio Silence!
Email Journey Keeps New Hire Informed

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Build a killer culture that turns every employee into a brand advocate
5. Engaging Employee Experience
Culture: Our greatest asset, core differentiator
and the beating heart of our organization
so we articulate it and . . .
• Hire for Fit
• Immerse New People Quickly
• Live It Every Day
– Inside & Out

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How We Measure Success . . .
Enthusiastic Shares
Employees enthusiastically share
our employer brand content w/their social networks
à 1 in 3 Employees is a Social Ambassador
Fair Reviews
Employees give authentic and fair reviews
of their experiences working with us
à 4.0 Rating on Glassdoor
Regular Referrals
Employees regularly refer their best contacts
for job opportunities with us
à + 50% Employee Referral Rate

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We are hitting our hiring targets -­
on our way to 5,000 hires this year!!!
And, Most
Importantly…
#winning

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Questions? #AskGDSummit
Jennifer Johnston
Head of Global Employer Branding
Salesforce
@jjjohnstonsf