Using Talent Brand to Differentiate, Target and Win with Top Talent discusses how organizations can develop a strong talent brand to attract and retain top talent. A talent brand is a company's reputation as an employer based on what current and potential employees think about the organization. It incorporates public perceptions of the company as a place to work. Developing a strong talent brand is important for both hiring great people and promoting the corporate image. The document provides five steps for crafting a highly effective talent brand, including getting leadership buy-in, listening to understand current perceptions, crafting a strategic approach, promoting the brand, and measuring results to make adjustments over time.

2. Using Talent Brand to Differentiate,
Target and Win with Top Talent
Tim Grogan
Head of Solutions - APAC, LinkedIn
@tgrogan
Danielle Bond
Head of Marketing & Communications, Aurecon
@DanielleBond16

3. 3

4. StrategicStrategic
Social Recruiting is Enabling Organizations
Emerging
Foundational
Traditional
People Talent
Reactive
Transactional
Recruitment
High Cost
Quantity = Active
Proactive
Sourcing & Branding
Efficient & Effective
Quality = Passive
Emerging
Foundational
Traditional
4

5. 5

6. -Harris Interactive UK
225 human resource managers and 2,035 employed adults
“47% of workers say that a company's
online reputation matters as much as
the job offer.”
6

7. Talent Brand
Employer Brand
EVP
The Building Blocks of Your Journey
7

8. 1 The highly social, totally public version of your employer brand
incorporating what talent thinks, feels, and shares about your company as
a place to work
2 A significant asset for both hiring/retaining great talent and promoting
your corporate image to the market
noun
Talent Brand

9. “What HR Must Learn from
Marketing”
By Kevin Martin from
i4cp | February 27, 2013,
Issue 567
The power of marketing

10. Influencing Your Talent Brand on
LinkedIn
Danielle Bond
Head of Marketing & Communications, Aurecon
@DanielleBond16

11. 11
Employer Brand Touchpoints

12. 12
Five Steps to Crafting a Highly Strong Talent Brand
lnkd.in/gettheplaybook

13. 13
Five Steps to Crafting a Highly Strong Talent Brand
Be real
Be personal
Be brave
Be consistent
Set your goals
Start at the top
Share compelling
data
Bring partners to
the table
STEP 1
Get Buy-in
Audit existing
materials
Do your research:
who, what, when,
where & how
STEP 2
Listen and
Learn
STEP 3
Craft your
Approach
Use Talent Brand
Index to prioritize
STEP 5
Measure and
Adjust
STEP 4
Promote and
Engage
Upgrade profiles
(yours/team’s)
Leverage your
employees’
presence via Work
with Us
Brand via Jobs
Build out your hub
– Company and
Career Pages
Use targeted status
updates and APIs
to engage