The document discusses how talent branding is the intersection of talent acquisition and marketing. It defines talent branding as the highly social, public version of an employer brand that incorporates what talent thinks and feels about a company as a workplace. Similar to how marketing communicates a consumer brand's value, talent branding communicates an employer brand's value to candidates. Both use tactics like messaging, calls to action, and targeting audiences along their customer or candidate journeys. The document provides exercises and frameworks for analyzing a company's talent brand, defining target candidate personas, and developing an integrated talent and consumer branding strategy.
Talent Brand: The Intersection of Talent Acquisition & MarketingRebecca Feldman
This presentation was used in a LinkedIn webinar that I led. It covers how to use traditional marketing principles and tools for building your talent brand strategy.
Talent Brand - Intersection of Talent Acquisition and Marketing_deck_finalTabitha Eade
The document outlines a presentation about talent branding and the intersection between talent acquisition and marketing. It provides an agenda for the event including a keynote, client panel, and breakout sessions. It then discusses defining talent personas, generating awareness of the employer brand through assets like employees and leadership, driving engagement with candidates through relevant content, and measuring return on investment through metrics. The overall goal is to explore how marketing principles can be applied to talent branding and acquisition.
Talent brand is the new black. But, how do you measure it? In this webcast, Stephen Gundee shares how you can partner with LinkedIn to get real-time business insights that can help your organization immensely.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Read more on the LinkedIn Talent Blog: http://linkd.in/1bHIl6A
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
The document discusses employer branding and provides tips for building a successful employer brand. It defines employer brand as the market perception of an organization as a great place to work. It stresses that employer branding should have clear goals and strategies aligned with business goals. It also provides examples of communication channels employers can use to engage candidates and current employees, such as careers websites, social media, recognition programs, and employee storytelling.
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
Talent Brand: The Intersection of Talent Acquisition & MarketingRebecca Feldman
This presentation was used in a LinkedIn webinar that I led. It covers how to use traditional marketing principles and tools for building your talent brand strategy.
Talent Brand - Intersection of Talent Acquisition and Marketing_deck_finalTabitha Eade
The document outlines a presentation about talent branding and the intersection between talent acquisition and marketing. It provides an agenda for the event including a keynote, client panel, and breakout sessions. It then discusses defining talent personas, generating awareness of the employer brand through assets like employees and leadership, driving engagement with candidates through relevant content, and measuring return on investment through metrics. The overall goal is to explore how marketing principles can be applied to talent branding and acquisition.
Talent brand is the new black. But, how do you measure it? In this webcast, Stephen Gundee shares how you can partner with LinkedIn to get real-time business insights that can help your organization immensely.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Read more on the LinkedIn Talent Blog: http://linkd.in/1bHIl6A
Follow the LinkedIn Talent Solutions page: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Click through this presentation to see the power of employer branding, and how you can incorporate that talent brand for successful talent acquisition.
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn company page: http://linkd.in/1f39JyH
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
The document discusses employer branding and provides tips for building a successful employer brand. It defines employer brand as the market perception of an organization as a great place to work. It stresses that employer branding should have clear goals and strategies aligned with business goals. It also provides examples of communication channels employers can use to engage candidates and current employees, such as careers websites, social media, recognition programs, and employee storytelling.
Bob Johnson goes beyond the basics to look at how we can strengthen our employer brands. And, he unveils our new All-Way Brand Alignment model. He also looks at the impact of review sites on talent attraction
How do you view your place of work? Companies are investing more in employee recruitment, retention and activation than ever before. Yet the challenges of attracting and optimizing top talent continue to be front of mind for the C-suite globally. In this session, we discuss all.
Branding Beyond Borders: A Quick Guide for International Employer BrandingNexxt
The globalization of many companies has created a brave new world of employer branding. Embark on this journey with a reliable guide to creating an employer brand that transcends borders. Visit us at www.beyond.com/employers for more resources.
The document discusses employer branding and how to develop an effective employer branding strategy. It defines employer brand as how people describe a company when its representatives are not present. An effective strategy includes understanding business needs, defining target audiences, optimizing employee value propositions, selecting key performance indicators, creating an annual communications plan, and measuring return on investment through common metrics like retention rates, engagement, hiring costs, and social media analytics. The goal is to attract top talent and increase employee satisfaction by promoting a company's culture, values, and opportunities.
This document provides guidance on developing a strong employer brand. It discusses that candidates are like customers seeking compelling offers from companies known to deliver on desires. An effective employer brand must be known, understood, and desirable. The document outlines that employer branding is everyone's responsibility, and that companies must adopt a marketing mindset to attract talent. It also provides steps to build a strong employer brand, including researching current perceptions, articulating a value proposition, and strategic execution across channels.
#FIRMday London 2nd November 2017 'Moving from monologue to dialogue; how Cap...Emma Mirrington
Join Joanne Lee, Head of Recruitment, who will be looking at how Capco are using on-line group chat to engage with specialist scarce talent. Through peer-to-peer engagement Capco are building their brand within target markets and promoting the exciting work they’re doing and innovation they are bringing to the industry, without pushing a pure recruitment message.
Recruiting is harder than ever but if you have a company culture and a brand that is woven throughout your company then you can alleviate a lot of the frustration and cost. In addition to that it will help with retaining those top employees.
Employer Branding:
1- What Is It?
2- How To Develop An Employer Brand
3- Enhancing An Employer Brand
From the first point of contact until the hire the employer brand is being showcased to candidates. How is your employer brand being interpreted by the public?
Employer branding - the art of effectively communicating an organization's talent strategies - requires a unique approach with the evolution of social media. Click through to see how organizations have simply leveraged their assets as talent magnets to attract quality professionals on LinkedIn.
See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Personal branding involves differentiating yourself and standing out from others in your field by identifying your unique value and leveraging it consistently across platforms. It can help enhance your reputation as an expert, advance your career, and build confidence. Developing an effective personal brand involves defining your strengths and weaknesses, vision, competition, and target customers. It means communicating your distinct value proposition clearly in all professional interactions and platforms like LinkedIn to ensure potential opportunities and customers know who you are. Maintaining a personal brand requires continually refreshing your message as your experience and the market evolve over time.
Employer branding involves developing an image of an organization as a great place to work in order to engage employees and attract talent. It captures the essence of a company's culture, systems, attitudes and employee relationships. Developing an effective employer brand requires insight into employee perceptions, a clear focus on what the organization stands for, differentiation from competitors, communicating benefits to employees, ensuring continuity during changes, and consistency between words and actions. Research, defining brand attributes, implementing communications, and measuring results are key steps in a typical employer branding project. Benefits of employer branding include increased productivity, retention, and attractiveness as an employer.
Brandemix provides employer branding, employee communications, and recruitment advertising services. They help companies develop strong employer brands through research, branding strategies, creative content, and campaigns across digital, print, video, and experiential media. Brandemix also implements internal brand activation programs. The company works with global clients and is led by an experienced founder and chief brand officer.
How can you compete with best-in-class companies for standout talent? This employer branding infographic outlines what it takes to climb your way to the top. It also reveals the Fortune 500 top 5 employer brands as ranked on WilsonHCG’s Fortune 500 Top 100 Employment Brands Report.
Employer Branding has come a long way since the time resumes had to be hand-delivered by candidates to apply for a job. No wonder it has grown from being a luxury to a necessity for recruiters.
This presentation will address the following areas of the hiring cycle:
Get Leadership Buy-in
Determine Stakeholders and Their Roles
Define the Strategy & Investment
Develop the Employee Value Proposition
Communicate the Message - Leverage the Right Channels
Create Employee Brand Ambassadors
Measure and Assess the Brand
For more info:
www.hackerearth.com/recruit
This document discusses employer branding and provides guidance on building an effective employer brand. It defines employer value proposition as the complete package that attracts potential employees to a company. An employer brand is made up of culture, employee opinions, candidate opinions, and corporate brand. Building an authentic employer brand requires defining the value proposition, understanding brand challenges and benefits, and engaging employees. The document outlines steps to measure, enhance, and promote an employer brand.
#FIRMday Manchester 25th Feb 2016 - Creed - Bringing your employer brand to lifeEmma Mirrington
Caroline Hill and Simon McLoughlin, Directors from Creed Communications present ‘Bringing your employer brand to life’. You’ve worked hard to define your EVP’s, so how do you promote
your Employer Brand through the full employee lifecycle so that it:
• Makes you stand out from the crowd in your attraction comms
• Increases your conversions during the candidate journey
• Helps align behaviours and increase productivity/engagement with your existing people
• Creates brand advocates inside and outside your organisation
We’d like to share with you some examples of where this has been achieved and give you some hints and tips how we’ve overcome some of the obstacles to building award-winning
brands.
The document summarizes how Southwest Airlines uses employee branding as a strategic tool to gain a competitive advantage. It analyzes how Southwest clearly communicates its mission and values to employees, which focus on high customer service. Employees internalize the desired brand image of providing "positively outrageous service" with the "Southwest Spirit". Through consistent messaging reflecting this image, Southwest motivates employees to project this brand to customers, thereby positioning the airline as reliable, friendly, and low-cost in customers' minds. This strategic use of employee branding has contributed greatly to Southwest's success.
Salesforce.com focuses on employer branding through interactive experiences that allow customers and potential employees to engage with the company culture. They emphasize building their brand through online communities and social networks rather than traditional products, and measure their success through web analytics and participation in online conversations about the company.
Building Your Employer Brand Strategy - Stacy ParkerSocialHRCamp
In this interactive mega-session Stacy will take participants through the process of building a social media employer brand
strategy. Workshop components include:
- Why is employer branding important?
- How does your employer brand strategy rank?
- Steps to employer brand strategy
- Building a social media employer brand strategy
- Communicating your employer brand
- The role of social media on your employer brand strategy
- Adding measurable value
This document discusses the role of HR in employer branding. It defines employer branding as a strategy that allows organizations to differentiate themselves and build loyalty with customers and employees. The objectives are to determine how HR can help brand the employer image by attracting and retaining talent. HR plays a key role through recruitment, compensation, career development, technology, future opportunities, work ethics, and talent management. Important drivers for candidates include learning and development, respect, future opportunities, ethics and manager quality. Employer branding helps attract talent through innovative recruitment approaches and meeting candidate expectations. Social media is an important branding tool. The future of employer branding involves recognizing its importance, evolving the brand, and aligning HR and business strategies.
Bring the customer traffic with the helpful tips of Herta Martha ShikapwashyaHertaMarthaShikapwas
That business is perfect where customer engagement is more. If you are running a business and lack of customer, you can take the assistance of Herta Martha Shikapwashya. She is the great Business Consultant helps businesses to develop in market.
Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.
You’ll learn how to:
- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy
The Intersection of Talent Acquisition & MarketingRaneem Sawan
Talent branding is marketing applied to attracting job candidates. It involves communicating a company's value as an employer through defining the talent brand, segmenting target audiences, and positioning against competitors. Classic marketing tools can optimize the talent brand, including SWOT analysis, audience personas, and leveraging a company's consumer brand. Promoting the talent brand on LinkedIn uses tactics like targeted ads, content marketing, and showcasing employer pages to drive candidates through the hiring funnel.
The document discusses employer branding and how to develop an effective employer branding strategy. It defines employer brand as how people describe a company when its representatives are not present. An effective strategy includes understanding business needs, defining target audiences, optimizing employee value propositions, selecting key performance indicators, creating an annual communications plan, and measuring return on investment through common metrics like retention rates, engagement, hiring costs, and social media analytics. The goal is to attract top talent and increase employee satisfaction by promoting a company's culture, values, and opportunities.
This document provides guidance on developing a strong employer brand. It discusses that candidates are like customers seeking compelling offers from companies known to deliver on desires. An effective employer brand must be known, understood, and desirable. The document outlines that employer branding is everyone's responsibility, and that companies must adopt a marketing mindset to attract talent. It also provides steps to build a strong employer brand, including researching current perceptions, articulating a value proposition, and strategic execution across channels.
#FIRMday London 2nd November 2017 'Moving from monologue to dialogue; how Cap...Emma Mirrington
Join Joanne Lee, Head of Recruitment, who will be looking at how Capco are using on-line group chat to engage with specialist scarce talent. Through peer-to-peer engagement Capco are building their brand within target markets and promoting the exciting work they’re doing and innovation they are bringing to the industry, without pushing a pure recruitment message.
Recruiting is harder than ever but if you have a company culture and a brand that is woven throughout your company then you can alleviate a lot of the frustration and cost. In addition to that it will help with retaining those top employees.
Employer Branding:
1- What Is It?
2- How To Develop An Employer Brand
3- Enhancing An Employer Brand
From the first point of contact until the hire the employer brand is being showcased to candidates. How is your employer brand being interpreted by the public?
Employer branding - the art of effectively communicating an organization's talent strategies - requires a unique approach with the evolution of social media. Click through to see how organizations have simply leveraged their assets as talent magnets to attract quality professionals on LinkedIn.
See the full Most InDemand Employers list: http://linkd.in/16NfLvj
Find the secrets to InDemand success on the LinkedIn Talent Blog: http://linkd.in/1ebmLY0
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
Personal branding involves differentiating yourself and standing out from others in your field by identifying your unique value and leveraging it consistently across platforms. It can help enhance your reputation as an expert, advance your career, and build confidence. Developing an effective personal brand involves defining your strengths and weaknesses, vision, competition, and target customers. It means communicating your distinct value proposition clearly in all professional interactions and platforms like LinkedIn to ensure potential opportunities and customers know who you are. Maintaining a personal brand requires continually refreshing your message as your experience and the market evolve over time.
Employer branding involves developing an image of an organization as a great place to work in order to engage employees and attract talent. It captures the essence of a company's culture, systems, attitudes and employee relationships. Developing an effective employer brand requires insight into employee perceptions, a clear focus on what the organization stands for, differentiation from competitors, communicating benefits to employees, ensuring continuity during changes, and consistency between words and actions. Research, defining brand attributes, implementing communications, and measuring results are key steps in a typical employer branding project. Benefits of employer branding include increased productivity, retention, and attractiveness as an employer.
Brandemix provides employer branding, employee communications, and recruitment advertising services. They help companies develop strong employer brands through research, branding strategies, creative content, and campaigns across digital, print, video, and experiential media. Brandemix also implements internal brand activation programs. The company works with global clients and is led by an experienced founder and chief brand officer.
How can you compete with best-in-class companies for standout talent? This employer branding infographic outlines what it takes to climb your way to the top. It also reveals the Fortune 500 top 5 employer brands as ranked on WilsonHCG’s Fortune 500 Top 100 Employment Brands Report.
Employer Branding has come a long way since the time resumes had to be hand-delivered by candidates to apply for a job. No wonder it has grown from being a luxury to a necessity for recruiters.
This presentation will address the following areas of the hiring cycle:
Get Leadership Buy-in
Determine Stakeholders and Their Roles
Define the Strategy & Investment
Develop the Employee Value Proposition
Communicate the Message - Leverage the Right Channels
Create Employee Brand Ambassadors
Measure and Assess the Brand
For more info:
www.hackerearth.com/recruit
This document discusses employer branding and provides guidance on building an effective employer brand. It defines employer value proposition as the complete package that attracts potential employees to a company. An employer brand is made up of culture, employee opinions, candidate opinions, and corporate brand. Building an authentic employer brand requires defining the value proposition, understanding brand challenges and benefits, and engaging employees. The document outlines steps to measure, enhance, and promote an employer brand.
#FIRMday Manchester 25th Feb 2016 - Creed - Bringing your employer brand to lifeEmma Mirrington
Caroline Hill and Simon McLoughlin, Directors from Creed Communications present ‘Bringing your employer brand to life’. You’ve worked hard to define your EVP’s, so how do you promote
your Employer Brand through the full employee lifecycle so that it:
• Makes you stand out from the crowd in your attraction comms
• Increases your conversions during the candidate journey
• Helps align behaviours and increase productivity/engagement with your existing people
• Creates brand advocates inside and outside your organisation
We’d like to share with you some examples of where this has been achieved and give you some hints and tips how we’ve overcome some of the obstacles to building award-winning
brands.
The document summarizes how Southwest Airlines uses employee branding as a strategic tool to gain a competitive advantage. It analyzes how Southwest clearly communicates its mission and values to employees, which focus on high customer service. Employees internalize the desired brand image of providing "positively outrageous service" with the "Southwest Spirit". Through consistent messaging reflecting this image, Southwest motivates employees to project this brand to customers, thereby positioning the airline as reliable, friendly, and low-cost in customers' minds. This strategic use of employee branding has contributed greatly to Southwest's success.
Salesforce.com focuses on employer branding through interactive experiences that allow customers and potential employees to engage with the company culture. They emphasize building their brand through online communities and social networks rather than traditional products, and measure their success through web analytics and participation in online conversations about the company.
Building Your Employer Brand Strategy - Stacy ParkerSocialHRCamp
In this interactive mega-session Stacy will take participants through the process of building a social media employer brand
strategy. Workshop components include:
- Why is employer branding important?
- How does your employer brand strategy rank?
- Steps to employer brand strategy
- Building a social media employer brand strategy
- Communicating your employer brand
- The role of social media on your employer brand strategy
- Adding measurable value
This document discusses the role of HR in employer branding. It defines employer branding as a strategy that allows organizations to differentiate themselves and build loyalty with customers and employees. The objectives are to determine how HR can help brand the employer image by attracting and retaining talent. HR plays a key role through recruitment, compensation, career development, technology, future opportunities, work ethics, and talent management. Important drivers for candidates include learning and development, respect, future opportunities, ethics and manager quality. Employer branding helps attract talent through innovative recruitment approaches and meeting candidate expectations. Social media is an important branding tool. The future of employer branding involves recognizing its importance, evolving the brand, and aligning HR and business strategies.
Bring the customer traffic with the helpful tips of Herta Martha ShikapwashyaHertaMarthaShikapwas
That business is perfect where customer engagement is more. If you are running a business and lack of customer, you can take the assistance of Herta Martha Shikapwashya. She is the great Business Consultant helps businesses to develop in market.
Be ahead of the trend, not behind it: 56% of global talent leaders are prioritizing talent branding for their company this year. But, in order to have a strong talent brand, it’s critical for you to focus on the connection between talent acquisition and marketing.
In this presentation, we’ll go over how you can apply common marketing principles to develop and execute on your talent brand.
You’ll learn how to:
- Identify the right players from your marketing team to collaborate with on your talent brand
- Align your talent brand strategy with your marketing strategy
- Learn the best marketing tools to build and assess your strategy
The Intersection of Talent Acquisition & MarketingRaneem Sawan
Talent branding is marketing applied to attracting job candidates. It involves communicating a company's value as an employer through defining the talent brand, segmenting target audiences, and positioning against competitors. Classic marketing tools can optimize the talent brand, including SWOT analysis, audience personas, and leveraging a company's consumer brand. Promoting the talent brand on LinkedIn uses tactics like targeted ads, content marketing, and showcasing employer pages to drive candidates through the hiring funnel.
This document provides an overview of marketing concepts and strategies for small businesses. It discusses defining target markets, conducting market research, establishing brand pillars and values, crafting a mission statement, analyzing competitive advantages, and more. The goal is to help small businesses understand marketing and how to apply key principles to achieve their business objectives over the short and long term.
The document provides guidance on developing a personal brand and career marketing plan to effectively present oneself in a professional job search. It outlines identifying skills, values, and interests to craft a brand statement. It then describes key elements of a marketing plan like target position, brand description, positioning statement, key competencies, target market, target companies, compensation goals, and an action plan. The document stresses tailoring these materials for specific opportunities and using one's brand and plan across application materials and social media profiles.
This document discusses the importance of measuring an employer brand's effectiveness beyond just marketing campaign metrics. It emphasizes measuring longer-term brand perceptions, hire quality, employee engagement, retention, and business performance. The document recommends differentiating between short-term campaign metrics and longer-term brand and performance metrics. It also suggests using new joiner surveys to understand brand expectations and the candidate experience in order to identify gaps and improve the onboarding process. Developing an employer brand index to assess how well the organization is delivering on its employer value proposition is also recommended.
Universum provides employer branding and talent attraction services to over 1,700 clients globally. Their Talent Insight Report uses survey data from over 1.3 million career seekers to help companies understand what their target talent groups want and which employers they find most attractive. The report provides comparisons of target groups' preferences, an analysis of employer brand strengths and challenges, and tailored recommendations to optimize employer branding strategy and activities based on target group insights.
The document provides information about career training workshops offered by Orange County One Stop. The training schedule includes sessions on career mapping, resume writing, interview skills, personal branding, and job search strategies. It also discusses concepts like developing a personal brand and using a candidate-centric model to help job seekers.
This document summarizes an agenda for a personal branding and career marketing program. The program helps participants define their personal brand, develop marketing materials like a competency profile and resume, and network. It includes exercises to understand strengths, weaknesses, opportunities, and threats to better define "Product You." The goal is to help participants market themselves effectively to find new job opportunities that match their skills and interests.
Questions that every Entrepreneur has about his business?
- Who are the key competitors, what can you learn from them, what will it take to outperform them?
- What is the value that you promise to deliver to the customer?
- Why will your target market believe your promise?
- What does the consumer desire and how will you uniquely fulfill that desire?
- What is the fundamental purpose behind your business – that inspires all in the organisation?
- How will the business evolve over time?
- What is your backbone – what is negotiable and what is not?
- How do you present yourself
Say Something: Using Branding & Social Recruiting to Improve Candidate Experi...Crystal Miller Lay
By creating effective stories, changing what information you share and how you share it; you can arm the candidate with information they need to make better decisions about your job opportunity/opportunities.... and THAT improves the candidate experience.
This slide deck includes talking points and notes discussed in the presentation (so differs slightly from what was shared live. For on-demand presentations, visit http://shrmstore.shrm.org/s/talent-on-demand-attendees.html to purchase the session on demand.
Kunal Khamesra from JK Cement Works gave a presentation on branding and human resource management. He discussed what a brand is, noting that successful brands like Nike and McDonald's create a promise and identity that customers rely on. He then outlined seven characteristics of successful brands: understanding the audience, uniqueness, passion, consistency, competitiveness, exposure, and leadership. Khamesra also discussed what human resource management entails, like recruitment, selection, training, and compensation of employees. Finally, he talked about the importance of HR branding and managing an organization's reputation, culture, and value proposition to attract, select, and retain top talent.
This document provides templates for business planning tools including a Lean Canvas, SWOT analysis, Pirate Funnel, 4Ps of Marketing, Product-Market Fit Pyramid, Marketing Funnel, and templates for stating a company's mission, vision, and values. It describes each template and provides a blank version to allow the user to create their own customized template.
Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedInLinkedIn D-A-CH
Thank you for your interest in Social Recruiting with LinkedIn. With these tips and tricks you can craft your Employer Brand effectively and attract the best talent. Find out more? Contact us: http://bit.ly/DemoLNKD
The document provides an overview of several strategic planning frameworks that can be used to plan a business, including Lean Canvas, SWOT Analysis, Pirate Funnel, and the 4Ps of Marketing. It then provides templates for each framework to help outline key aspects of a business such as problems, solutions, costs, revenues, strengths, weaknesses, opportunities, threats, marketing funnel, and more. The templates are meant to be filled out to develop a strategic plan for a business using these frameworks.
As an employer brand lead, the candidate assessed company cultures to create employee value propositions, generating over $1 million in new sales of employer brand services in three years. They conducted quantitative and qualitative research, led workshops to finalize value propositions, and developed internal and external communication plans to promote the brands. The candidate also partnered with business teams to identify and sell services to new and existing customers, and created training programs to help sales teams.
There has been a paradigm shift in how we look and find jobs in 2009. We need to all think like an entrepreneur be more self reliant. Understanding our brand is critical to moving forward.
Brand Essentials for Women Entrepreneurs: Power Up Your Personal Brand & Put ...Lisa Hromada
The document discusses personal branding for women entrepreneurs. It defines personal branding as communicating your unique value and what sets you apart from others. The process involves understanding your strengths, goals, and audience, then consistently communicating your brand message through marketing and online presence. Key aspects of personal branding include clarity, consistency, and constancy in messaging as well as developing a vision, goals, and marketing plan. The document provides tips for women entrepreneurs such as leveraging feminine strengths in communication and relationships and creating branded visual identity and online expression.
How to exploit LinkedIn to systematically generate prospects and quality leadsGilbert Mizrahi
This document provides tips on using LinkedIn to generate quality leads and prospects. It discusses positioning your LinkedIn profile to attract the right connections, searching for potential leads within your target audience on LinkedIn, connecting with them in a personalized way, and using creative cold emailing strategies. These include crafting email sequences, finding contact information for those not in your network, and verifying emails before sending to avoid issues. The goal is to systematically connect with prospects and generate business opportunities through your LinkedIn network and outreach.
Similar to talentbrand-intersectionoftalentacquisitionandmarketingwebinarfinal-150608231220-lva1-app6892 (1) (20)
2. Consumer Brand is:
The attributes and value that is associated with your
company’s products and services
3. Employer Brand is:
The attributes and value that is associated with your
company as a place to work
4. Talent Brand is:
the highly social, totally public version of your
employer brand that incorporates what talent
thinks, feels, and shares about your company as a
place to work.
5. Marketing and Employer Branding:
communicating and amplifying the value of a brand
to your target audience
6.
7. Employer Branding is a form of Marketing
Goal
Audience
Messaging
Call to Action
Customer
Journey
Sales Hires
Prospects and
customers
Candidates and
employees
Consumer Value
Proposition
Employer Value
Proposition
Purchase our
products or services
Come work with us
Awareness Interest
Intent Purchase
Awareness Interest
Application Hire
Marketing Employer Branding
8. Who are players?
Overlap is an opportunity for collaboration
CHRO
Employer Brand Manager
Recruitment Marketing Specialist
Social Media Manager
Content Strategist
Recruiter
Sourcer
CMO
Brand Manager
Digital Marketing Specialist
Social Media Manager
Content Strategist
Marketing Manager
Marketing Coordinator
9. Product
Price
Promotion
Place
Goods and services being offered
(quality, design, features, etc)
Jobs available (responsibilities,
culture, benefits, etc)
Cost of your product Prestige of your jobs
Advertising, direct marketing,
PR, sales force, etc
Advertising, recruitment
marketing, PR, recruiters, etc
Where products are sold
(channels, locations, etc)
Where jobs are offered (career
website, social media, personal
networks, etc)
Marketing Talent Branding
The Marketing Mix
The 4 Ps as they relate to Talent Brand
10. Product
Price
Promotion
Place
Sales Manager jobs: competitive pay, free food, innovative products
to sell, open-plan office environment, travel 50%
Highly desirable jobs: visibility with execs, autonomy to make
decisions, fast-paced culture
Targeted updates on LinkedIn, blog about sales management,
YouTube channel for sales professionals, sales-specific recruiters
Networking events, employee referrals, LinkedIn, sales job boards
Talent Branding
The Marketing Mix
The 4 Ps as they relate to Talent Brand
11. SWOT analysis
What’s the lay of the land?
Develop a Talent Brand SWOT analysis
Strengths: What characteristics do you have that give you an
advantage?
-Use these to position yourself against competition
Weaknesses: What characteristics do you have that put you
at a disadvantage?
-Downplay these and highlight traits that balance them
Opportunities: What elements of your business could you
leverage to gain an advantage?
-How can you take a new approach to win talent?
Threats: What factors may cause trouble or difficulty hiring?
-Build a proactive defense and prepare to make changes
Strengths Weaknesses
Opportunities Threats
Internal
External
Negative
Positive
12. Positioning
Differentiating yourself from the competition
Map out your company vs.
competitors to get a clear view of the
landscape
What factors do you want to
measure against?
pay and benefits
work/life balance
challenging work
career advancement opportunities
innovation
learning and growth opportunities
How can you position yourself and
differentiate from talent competitors?
13. Audience segmentation
What are the characteristics of the talent your organization needs?
Demographics
Who are they?
Years of experience
Seniority
Industry
Skills
Function
Degree type
Psychographics
What are their values and
attitudes?
Work/life balance
Inspirational leaders
Challenging Work
Good benefits
Competitive Pay
Behaviors
How do they interact with
companies?
LinkedIn
Facebook
Career Fairs
Employee connections
Passive vs. Active
Geography
Where are they?
Actual geographic location
Cultural nuances
Currently employed
Undergrad
Grad school
Target
Candidates
14. Audience segmentation
What are the characteristics of the talent your organization needs?
Demographics
Who are they?
10-20 years experience
Technology industry
MBA preferred
Sales function
Psychographics
What are their values and
attitudes?
Competitive
High-pay and bonuses
Enjoy mentoring others
Good benefits
Behaviors
How do they interact with
companies?
LinkedIn
Employee connections
Passive
Geography
Where are they?
North America – many states
Currently employed
Willing to relocate
Sales
Managers
15. Audience segmentation
Bring your target candidates to life with unique personas
What is a “persona”?
Marketing: A fictional character created
to represent the different user types that
might use a site, brand, or product in a
similar way
Talent Branding: A fictional character
created to represent the different
candidate types that might be a good fit
for your jobs
16. Who is Andrew?
Andrew is a sales professional with 10 years of
experience. For the past two years, he’s been
managing a small team of people at a tech
start-up. He’s wants to make a change and
work for a larger company that would give him
the chance to travel and gain global work
experience. He has been going to networking
events and reaching out to old colleagues to
learn about new opportunities. In his free time,
he enjoys skiing and he’s quite the movie buff.
He also volunteers at his local pet shelter and
is active in promoting animal rights.
Audience segmentation
Create actual “people” with backstories and photos
18. Today’s talent brand leaders are
leveraging existing marketing tactics
Drive candidates through the funnel with targeted outreach
Targeted Ads
Content Marketing
Career Pages
Talent Communities
Sponsored Jobs
Talent Direct
Targeted Ads
Content Marketing
Showcase Pages
Lead Accelerator
Text Ads
Sponsored inMails
Future
Customers
Future
hires
19. What makes people passionate about your company?
Work your consumer brand into your talent brand
20. Action Items
Things to remember when you get back to your desk
1. Identify the right people to
partner with on your
marketing team
2. Go through the marketing
exercises to clearly define
your talent brand strategy
3. Find the overlap and use
tactics that help both your
consumer and talent brands.
So let’s get started! I’d like to first set the groundwork by defining some key terms that play an important part in this conversation.
Note that you can define marketing and employer branding using the same description. The difference lies in what brand you’re communicating (consumer or employer) and how you’re measuring success (sales or hires).
What do all of these images have in common? They all look like marketing right? Well that’s because they are all a type of marketing!
Employer branding is, at its core, just a type of marketing aimed at driving people to become employees of your company.
If we break down the key components of marketing (goal, audience, messaging, and call to action), we can easily see how we can use these to define an employer branding strategy that will take people along the journey to becoming your employee.
You’re likely familiar with what these components look like for marketing. It’s all about driving sales and customers by messaging about your consumer value proposition.
For employer branding, it’s a similar breakdown with a different goal in mind, hires. The audience is potential candidates and employees and you’re highlighting the value of working at your company vs. that of your products and services.
So what path does the customer or candidate take to ultimately make a purchase decision or accept an offer? The first two stages are the same for both marketing and employer branding: awareness and interest. Customers then go on to intent and purchase while candidates go on to the application and hire stage.
As you can see, both marketing and employer branding break down to the same components. Understanding this can help facilitate collaboration between your talent acquisition and marketing teams because it puts you together on common ground and speaking the same language.
Another key to success in partnership between TA and marketing is to understand where the overlap lies and who the players are on each team.
Here you can see both the typical customer purchase funnel and the candidate hiring funnel. Notice that the awareness and interest stages, at the top of the funnel, are very similar and are depicted as overlapping. This is because activities that you do at these stages to raise awareness and generate interest are often very similar, or even at times the same, for both marketing and employer branding. There may also be opportunity to leverage some of the same content or assets for top of the funnel activities. These two stages are ripe for collaboration and can help the sum of the parts be greater than the individual pieces.
(Animate)
In order to spark alliances and teamwork, it’s first important to understand who is involved on each team. Leading the teams, you have the Chief Marketing Officer and Chief Human Resources Officer. These two people should be in lock step alignment about the employer value proposition and talent brand strategy.
(Animate)
On each of these executive’s teams, you have a number of different types of roles. You see some of the common job titles listed on the slide. This is by no means a comprehensive list, but it gives you a general idea of who’s in the game on each side.
(Animate)
What you should immediately notice here, is that a couple of the titles are actually exactly the same on both the marketing and talent acquisition teams: Social Media Manager and Content Strategist. If you have these people on your teams, or people who handle these responsibilities, make sure they’re in touch with each other! These people also have the most natural overlap in responsibilities and activities making collaboration easy.
Even some of the other titles are very similar: Brand Manager vs. Employer Brand Manager and Digital Marketing Specialist vs. Recruitment Marketing Specialist. This is not by accident, though the outcomes may be different, people in these roles may use very similar methods of getting to those outcomes.
I encourage you to think about your own teams and how they might start working together more often, or at least start by sharing best practices and ideas.
For anyone that’s ever taken any sort of intro to marketing class, I’m sure “the 4 Ps” will ring a bell! The 4 Ps, which we’ll cover in a moment, are a foundational pillar of marketing and can be used to define a talent brand strategy as well.
(Animate)
The 4 Ps are product, price, promotion, and place.
(Animate between each)
Product is normally the goods and services being offered. When a company determines what its product should be, it thinks about what factors are most important: things like quality, design, features, etc. For Talent Brand purposes, the product is the jobs themselves and the factors you consider are responsibilities, seniority, benefits, and more.
Price is traditionally the actual cost of the goods or services a company is offering. In the context of Talent Brand, however, there’s a different way to look at this: prestige of your jobs. Are your jobs highly coveted and an in demand, or are they viewed less favorably? Think of it this way: Are your jobs Ferraris or Fords? No that there’s anything wrong with a Ford, of course, but the more you can create a buzz and build desirability of your jobs, the better quality candidates you’ll be able to get. Someone who is an A player wants the Ferrari, not the Ford. You may have some of each. Your senior level positions or hard to fill positions may be the Ferraris, while easier to fill roles may be the Fords.
Promotion is the piece we think about most often when we think of Talent Brand. For both marketing and talent branding, promotion is all about what types of methods you use to get word out about your product and “sell” your product. Whether it’s advertising, PR, your sales force or your recruiters, all of these are forms of promotion.
And last but not least, place. Place is where your products are sold. In the case of marketing, this may be retailers, ecommerce sites, or wholesalers. For your hiring needs, this represents where jobs are “offered” up to people: career websites, social media, employee referrals. Different types of jobs may require a different mix of places. For examples, senior level positions won’t be available at campus events and professional roles wouldn’t go on a job board specific to factory workers.
By thinking through each of these 4 Ps in respect to your talent branding, it can help you put together a sound and differentiated strategy for your various hiring needs. It can also help you compare your Talent Brand 4 Ps to your Marketing team’s 4 Ps and identify overlap in things like place and promotion.
Now let’s take a look at how this might play out if you were to do this exercise for a company’s talent acquisition team that needs to hire sales managers.
What’s a SWOT analysis you ask? No, it has nothing to do with SWAT teams, although that might make it a lot more exciting! A SWOT analysis helps you think through your company’s Strengths, Weaknesses, Opportunities, and Threats. It gives you a method for getting a good lay of the land when it comes to your ability to hire the right talent.
A SWOT analysis groups things based on two spectrums: Positive vs. Negative and Internal vs. External. Internal represents the things within your control, while external represents the things that come from the market and are typically outside of your control.
How do you develop a Talent Brand SWOT analysis?
(Animate between each one)
Strengths: What are the characteristics that give you an advantage? What makes your company great as a place to work? The strengths you list here can be used as the basis of a value proposition or as ways to position yourself against talent competitors. Strengths can be things like a great healthcare plan, lenient vacation policy, innovative projects to work on, good learning & development opportunities, or a comfortable office environment to name a few.
Weaknesses: Even the best companies have weaknesses, it’s nothing to be afraid of. The first step is admitting you have a problem! What characteristics of your company put you at a disadvantage? By knowing what your weaknesses are, you can downplay those areas and highlight your strengths that may counterbalance them. For example, perhaps you have jobs that require long hours. You could potentially balance that by highlighting your flexible work arrangement or great vacation policies. The important thing is to stay authentic in your messaging. Don’t promise things you can’t deliver just to try to cover up a weakness.
Opportunities: Are there things that you could leverage to gain an advantage over other companies? Opportunities are things that aren’t necessarily strengths today, but if developed in the right way could move into the strengths category. Maybe there’s a new approach you could take to win talent? Perhaps there’s an opportunity to open a new office in a more desirable location? You might have a new product innovation coming that could woo top talent.
Threats: Are there factors in the market that may cause difficulty hiring? For example, you might be concerned about the lack of STEM talent. To address this situation, maybe you put a plan in place to provide more on-the-job learning. It’s critical to recognize threats that may be out there so you can proactively build a defense strategy or make any changes necessary to combat them.
A positioning map can help you assess your position in people’s minds vs. other companies; it’s an exercise that helps you figure out how to differentiate yourself from the competition. You can map out your company vs. others to get a clearer view of the landscape. Positioning maps use two different factors to measure brands against.
In the example on the slide, we’re looking at different types of chocolate brands. We’re comparing them based on price and quality. Lindt is a more expensive chocolate that is higher quality, and M&Ms, while delicious, are low price and low quality.
You can do something similar for your talent brand. First, you’ll have to figure out what factors you want to measure yourself against. This may vary across different types of companies, or within your company, across different types of roles. You may need map for engineers and one for sales people, as an example. Once you’ve determined the factors you want to use and the list of companies you want to compare yourself to, you can plot them on the map. This isn’t an exact science, and you may not have complete information about people’s perceptions of all the companies, but it can at least give you directional information that is helpful.
And positions will likely change over time, so this, along with everything else we discuss today, should be revisited at least every 12 months.
An audience segmentation exercise can help you get a good picture of what your ideal candidates look like beyond the normal required criteria for a search. For hiring segment you have, you should assess your target candidates on four key aspects: demographics, psychographics, behaviors, and geography.
Demographics: This one is the easiest, it’s basic criteria like years of experience, function, industry, and more.
Psychographics are bit harder as they are the less tangible aspects of your talent pool. Psychographics means assessing what your target talent values and what their attitudes are about work, careers, employers… Do they want good work/life balance, an awesome health insurance plan, inspirational leaders? Psychographics are more about the emotional connection you need to create with candidates. What does it take for them to feel fulfilled at work?
Behavior, as it relates to talent brand, is about people how people interact with your company and how they might interact with your jobs. Whether it’s LinkedIn, connections to employees, or career fairs, every potential candidate will have a unique path to getting to your company. Behavior also applies to how passive or active candidates may be and their job search behavior.
Geography: While actual geographic location does apply here, there are other non-traditional ways of looking at “geography” when it comes to talent brand. It’s can also be about where your target talent currently works. Are they currently employed, part-time, in school? Lastly, it’s increasingly important in our more globalized economy to think about cultural nuances and how you may need to tweak your messaging and processes for different populations.
Let’s look at a simple example of an audience segmentation for Sales Managers! For the sake of today’s conversation, we’ll assume the company looking for sales managers is a software company.
Taking audience segmentation a step further, you can actually create unique personas for your target candidates and bring them to life.
Take a minute to read through the two definitions of a persona for marketing and talent branding.
Sometimes it’s hard to look at a set of criteria for a candidate and really get a good feeling for how to message to those people and create an emotional connection. It also makes it harder to imagine the right people that would have a good cultural fit with your company. Creating personas helps solve this problem by putting a “face” to your target audiences.
Next, we’ll take a look a sample persona and I hope you’ll see how this can help you envision the right people for your organization.
In creating a persona, you want to provide a description that encompasses more than just the demographics piece and really embraces all four of the audience segmentation characteristics. Put a picture with it as well so you can really put yourself in that person’s shoes!
Take a moment to read about Jenny.
As you can see, Jenny feels like a real person that you can picture and imagine interacting with. When you have personas like Jenny, you can develop distinct talent brand activities for your different personas. Jenny might react very well to sharing videos and images, while Rich, an R&D scientist, might prefer whitepapers and testimonials. Before you craft a message, share an update, create an ad, you can ask yourself, “Would Jenny like this?”
We can actually help you define your personas with our data. One example is by looking at our survey data about what is important to candidates when considering a job. We can slice and dice this data by geography, function, industry, and more, to help you identify some of those psychographic characteristics.
Now that we’ve used a number of marketing tools to assess your talent brand, your strategy, and your audience, we come back to the funnels. Talent Brand leaders are using common marketing tactics to drive people through their funnel.
At the top of the marketing funnel we have potential customers, and at the top of the talent acquisition funnel we have potential candidates. Next to each funnel we see the progression of methods used to message to people throughout the funnel.
(Animate)
Notice, that at the top of the funnels, where the overlap lies, these methods are the same for both marketing and talent acquisition: Targeted ads and content marketing. As you progress down the funnel, the tactics differ, although you’ll still see some similarities.
Most of you in the audience are using a combination of these tactics today. If you’d like more information about any of them, you can always reach out to your own Talent Brand Consultant or Relationship Manager.
Throughout all of this, there are ways to work your consumer brand into your talent brand and to think about what makes people passionate about your company from all perspectives.
Let’s see some examples of how other companies are doing this…
Looking toward the future, I believe will see much more convergence of consumer brand and talent brand. Hopefully you’ve gotten some ideas today about you can foster that collaboration within your own organization.
With that, I want to leave you with some simple action items that will get you on the right path.
Text/Links to put in chat box:
Thanks for joining! We will start shortly. In the meantime, follow us on social media:
Twitter: @HireOnLinkedIn
LinkedIn: https://www.linkedin.com/company/linkedin-talent-solutions
SlideShare: http://www.slideshare.net/linkedin-talent-solutions
YouTube: https://www.youtube.com/user/LITalentSolutions
Blog: http://talent.linkedin.com/blog/