When it comes to talent, intentionality matters. So does caring for the Hierarchy of Employee Needs to attract talent. Session from ATAP #GlobalTADAY 2021.

1. Talent Attraction
I N A T I G H T L A B O R M A R K E T
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Hello! I am
MeetBranded.Com
CRYSTAL MILLER
LAY # G l o b a l T A D A Y
@ T h e O n e C r y s t a l

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@TheOneCrystal
My Psychological Motivators – this is what
drives me to work and what generally
drives your candidates.
LIFESTYLE EXPERIENCE PROVIDING FOR MY FAMILY TRAVEL & RELATIONSHIPS
Worked with Cornell to create meaningful
“EB/EVP Health” metrics.
Started our 116th EVP build in 2021.
Nearly 20 years experience in HR/Talent
Attraction & EB.
Made countless friends & even met my best
friend/husband at a conference like this!

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We are now in what’s being dubbed by the media as “The Great
American Labor Shortage.” And it’s not just a U.S. thing…
T H E R E I S N O S I L V E R B U L L E T
EQUITABLE
EXPERIENCE
INTERVIEW EXECTATIONS
COMPENSATE
D
REASONABLE LIFE BALANCE
WORKPLACE
DIGNITY
SELF-
ACTUALIZATION
MISALIGNMENT
HIDDEN PAY

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IMPACTING TALENT
ATTRACTION
COVID
SUPPORT
ENDING
EVICTION
MORATORIUM
ATTRACTION
PIVOT POINT
ANXIOUS TO
WORK
NEED INCOME ANXIETY LEARNED TO LIVE ON LESS SUPPORT
WALK-OUTS POSTS MIRRORING

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12 STATES
have prior
salary bans
Gender
Disparity
at Work
28% of men
In highly
commutable roles.
Women 22%
April 2020, Latinas
had the highest
unemployment rate
of any group during
the recession
Pay Gap
1 : 114
occupations
favor women

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W H Y D O T H E Y W O R K . . . A N D W H Y H E R E ?

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Converted
Unaware
Digital Marketing: Life @ Ads, Landing
pages, Community Marketing
Aware but
Uneducated
Aware & Influenced
Passive Following
Engaged
Applied
Digital Remarketing with push towards landing pages
&/or job ads, drive awareness of community
engagement / hiring event opportunities
Focused, industry benefits advertising – Digital,
Social - driving to landing pages that lead to
career info areas, job postings & talent network
Retargeting potential candidates with push
towards talent network conversions + 2-way
chat to push to application conversion
Interest in applying & participation in
hiring events, social ad engagement
continued educational marketing about role and benefits to
reduce drop-off (requires content development)
Referral Marketing, Culture Marketing
Campaigns
CANDIDATE JOURNEY
LEVELS

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CANDIDATE
PSYCHOLOGY
Behavioral & Environmental
Q: How do you tailor your
recruitment marketing to a
competitive talent market?

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W E H A V E T H E I N F O , W H A T D O W E D O W I T H I T ?
ADOPT “THEM FIRST” MENTALITY
Adapted 5:1 Rule
POSITIONING
Job Advertisements
DEIB, Future pathways
EXPERIENCE
Info, requirements, motivators, pathway
Market: labor pool, competitive positioning,
community factors
RESEARCH
Complementary roles in other industries
Underserved markets & workforce
development initiatives
TARGETING
Why would women want to move out of this industry to Kerry? Where would they fit?

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“GIMME THE THREE”
Understand top 3 motivators
Pair with up to 3 values
Delivering through
Content

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Changing Gender-Biased Words & Phrases
Managing “Modesty Virtue” through
Recognition Storytelling
Weaving in values & what Kerry does
well in content & campaign storylines

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THE OMNICHANNEL “FUNNEL” REIMAGINED FOR TALENT ACQUISITION

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CONTENT STRATEGY
A “MINI-STUDY” EXAMPLE
BUILDING IT OUT

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In order to supplement your team with the
employees most likely to thrive in the current
environment, you should focus on hiring &
retaining talent that strongly holds to the
values supported by your EVP.
These are the factors that combine a high
retention score within your company. High
employee scores x high company scores on
these values = strong engagement.
high-
performance
customer-oriented
goal-
oriented
teamwork

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EVP/EB Presentation | 17
EVP Messaging with Value Clusters
Commitment
Customer-
Oriented
Goal-Oriented
High-
Performance
Excellence
High-
Performance
Customer-
Oriented
Responsible
Curiosity
High-
Performance
Trusting
Innovative
Teamwork
Goal-
Oriented
Social
Cohesiveness
Function Value Clusters are used to make value-based messaging in each Kerry EVP Pillar

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ADS
DIGITAL & SOCIAL
TESTIMONIALS
REFERRAL
IMAGES

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WHAT DO WE SEE HERE?
• Tenure
• Growth and Mobility
• Success Beyond Emerging Talent
• Values: Commitment, Excellence

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WHAT DO WE SEE HERE?
• Support
• Flexibility
• Life Balance
• Values: Commitment, Teamwork

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WHAT DO WE SEE HERE?
• Develop people
• Drive improvement through her work
• Building & leaving a legacy
• Values: Commitment, Excellence, Curiosity

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WHAT DO WE SEE HERE?
• Tenure
• Constant change positioned as a
positive
• Career Growth
• Values: Commitment, Excellence

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Established
2020
We had shown values, we diversified functional
representation and now we needed to ramp up
demonstrating that the women of Kerry LEAD &
SUPPORTING other women.
.

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Leadership Series
• Tenure
• Growth and Mobility
• Success Beyond Emerging Talent
• Values: Commitment, Excellence

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CAREER ADVICE FROM WOMEN OF
KERRY
• Accompanying experiential career
stories shared in copy in digital
marketing.
• Ran series with native advertising.
• Campaign Outcomes:
• Increased female paid engagement
by 54%
• Increased female organic
engagement 58%

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By EOY 2020, we had grown Kerry’s female talent audience to a
dominating 54% of all engagement and exceeded 58% of Kerry’s
applications across job types in this traditionally male-dominated industry.
D I D I T M A K E A D I F F E R E N C E ?
EXPERIENCE INTERNAL/EXTERNAL VALUDATION RELATIONSHIPS
GROWTH LIFE EVENTS
INTERNAL FULFILLMENT
OPPORTUNITY
WORKPLACE
SAFETY
ENJOYMENT DEPENDABILIITY

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WALK-IN & EVENT
HOW 2 APPLY
FLYERS
HANDSHAKE

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WALK-IN & EVENT
HOW 2 APPLY
FLYERS
HANDSHAKE

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• BUS * TRAIN
• BENCH
• (SUBWAY)
• (AIRPORT)
• TRADITIONAL
• DIGITAL
• BLIP
• GAS STATION
• THEATER
• TAXI
• BULLETIN BOARD
• GROCERY CART
• RECEIPT ADS
• COMMUNITY
• SCHOOLS
• CHURCHES
TRANSIT BILLBOARD SCREENS
GROCERY
NEWSLETTE
R
C O M M U N I T Y & O U T O F H O M E ( O O H )
O P P O R T U N I T I E S

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By EOY 2019, we had grown Kerry’s female talent audience by 116.8% and
careers engagement by 183%. 40% uptick in female applicants across job
types.
D I D I T M A K E A D I F F E R E N C E ?
EXPERIENCE
ADVOCACY ENGAGEMENT UP
101.85%
INCREASED
LOCATION SEARCH
229%
INCREASED
ORGANIC
ENGAGEMENT 398%
ENGAGEMENT: 1.5
MILLION/MARKET
ORGANIC FAN ACQUISITION
UP 245%
CAMPAIGN
CONVERSIONS UP
20%
WORKPLACE
SAFETY
CONVERSIONS
+68% YOY TURNDOWNS – 27%

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PARTING THOUGHTS
• Invest in deep research to understand insights and
correlations for your industry, markets and people.
• Talk to and LISTEN to employees & candidates.
• Create a contextual content strategy with messaging
that cares for the psychology associated with each
demographic segment
• Your content representation strategy should be
layered and build upon itself over time.
• Assess, Measure, Report, Adjust, Repeat
cml@meetgbs.com
214.585.2474
@TheOneCrystal & @DriveThruHR
Based in Dallas/Fort-Worth & St. Louis
CRYSTAL MILLER LAY

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• Doepke, Matthias, and
Michèle Tertilt. 2016.
“Families in
Macroeconomics.”
Handbook of
Macroeconomics, Vol.
2., Chapter 23.
• North Holland. Doepke,
Matthias, and Fabian
Kindermann. 2019.
“Bargaining over Babies:
Theory, Evidence, and
Policy Implications.”
American Economic
Review 109 (9): 3264–
3306.
• Schoonbroodt, Alice.
2018. “Parental Child Care
During and Outside of
Typical Work Hours.”
Review of the Economics
of the Household 16:453–
476.
FAMILY DYNAMICS
W E L E A R N T H R O U G H R E S E A R C H
• Albanesi, Stefania.
2020. “Changing
Business Cycles: The
Role of Women’s
Employment.” NBER
Working Paper 25655
• Coskun, Sena, and
Husnu Dalgic. 2020.
“The Emergence of
Procyclical Fertility:
The Role of Gender
Differences in
Employment Risk.”
CRC TR 224 Discussion
Paper Series No. 142.
• National Women’s Law
Center, “The Wage
Gap: The Who, How,
Why, and What to Do,”
October 2020
•
COVID RESEARCH
• Davis, Steven J.,
and Till von
Wachter. 2011.
”Recessions and
the cost of Job
Loss.” Brookings
Papers on
Economic Activity”
No 2: 1-73
• Albanesi, Stefania.
2020. “Changing
Business Cycles:
The Role of
Women’s
Employment.”
NBER Working
Paper 25655.
RECESSION
• Albanesi, Stefania.
2020. “Changing
Business Cycles: The
Role of Women’s
Employment.” NBER
Working Paper
25655.
• Goldin, Claudia.
2010. “How to
achieve gender
equality.” The Milken
Institute Review, pp.
24–33
• Jasmine Tucker and
Kayla Patrick, “Low-
Wage Jobs Are
Women’s Jobs: The
Overrepresentation of
Women in Low-Wage
Work” Washington:
National Women’s
Law Center, 2017
EMPLOYMENT
• Fernández, Raquel.
2013. “Cultural
Change as
Learning: The
Evolution of
Female Labor
Force Participation
over a Century.”
American
Economic Review
103 (1): 472–500.
• Elise Gould, “State
of Working
America Wages
2019: A story of
slow, uneven, and
unequal wage
growth over the
last 40 years”
(Washington:
Economic Policy
Institute, 2020)
HISTORICAL

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EVP VALUES

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EVP VALUES

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EVP VALUES

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EVP VALUES