SlideShare a Scribd company logo
​  Lori Russo
​  Head of Global Talent Acquisition and Employer Brand
​  TripAdvisor
What happens when the CEO puts his
head of Advertising Solutions in charge
of Talent Acquisition?
#TalentConnect
#TalentConnect
#TalentConnect
Do Hiring Managers?
Do Interviewers?
How do we measure?
And Candidates?
#TalentConnect
#TalentConnect
Who is this lady?
@TheLoriRusso
Head of Global
Talent Acquisition &
Employer Brand
#TalentConnect
Intersection of Sales & Marketing
#TalentConnect
#TalentConnect
Great marketers habitually do the following:
Set goals
Study
competition
Address
target
audience
Create
content
Nurture
Social
listening
Tests
Measure &
Analyze
Innovate
#TalentConnect
We Need to Transform
#TalentConnect
Create content, address a target
audience, & social listening
#TalentConnect
#TalentConnect
We needed to tell
our story..."
… A relevant and
transparent story of what
it’s like to work at
TripAdvisor.
#TalentConnect
#TalentConnect
What does great content look like?
#TalentConnect
Innovate, Nurture, Test, Measure &
Analyze
#TalentConnect
#TalentConnect
#TalentConnect
#TalentConnect
Define who and how you hire & then teach it
! Lead focus groups with hiring managers, interviewers, recent hires
! Validate your learning with TA leaders and start to articulate your hiring bar/philosophy
! Define your hiring principals and core attributes to share and align with your
management team
! Rethink your hiring process and optimize based on your new principals and attributes
! Build a hiring training that includes hiring principals, core attributes and process
expectations, and deliver that training across the business
! Make the training a requirement for all current managers and interviewers
Make it part of everything you do! Shout it from the rooftop!
#TalentConnect
#TalentConnect
#TalentConnect
#TalentConnect
Fall in love with the process and the
results will soon follow
​ -Lori Russo
#TalentConnect
!  Transform from your talent acquisition team from traditional recruiters to one that is filled
with marketers
!  Ask yourself always, who is your target audience and how are you going to reach,
engage, and convert them – with the best ROI possible
!  Misalignment is the root of all evil; align and make evidence-based decisions
!  Focus on the fundamentals; build a strong foundation before you build out and up
!  Everything affects employer brand; have a plan to market your brand and manage the
reputation. Lead the conversation with real stories from real employees.
Closing Thoughts..
©2015 LinkedIn Corporation. All Rights Reserved.

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What happens when you put the head of advertising solutions in charge of talent acquisition? | Talent Connect Anaheim

  • 1. ​  Lori Russo ​  Head of Global Talent Acquisition and Employer Brand ​  TripAdvisor What happens when the CEO puts his head of Advertising Solutions in charge of Talent Acquisition? #TalentConnect
  • 3. #TalentConnect Do Hiring Managers? Do Interviewers? How do we measure? And Candidates? #TalentConnect
  • 4. #TalentConnect Who is this lady? @TheLoriRusso Head of Global Talent Acquisition & Employer Brand
  • 5. #TalentConnect Intersection of Sales & Marketing #TalentConnect
  • 6. #TalentConnect Great marketers habitually do the following: Set goals Study competition Address target audience Create content Nurture Social listening Tests Measure & Analyze Innovate
  • 7. #TalentConnect We Need to Transform #TalentConnect
  • 8. Create content, address a target audience, & social listening #TalentConnect
  • 9. #TalentConnect We needed to tell our story..." … A relevant and transparent story of what it’s like to work at TripAdvisor. #TalentConnect
  • 10. #TalentConnect What does great content look like?
  • 12. Innovate, Nurture, Test, Measure & Analyze #TalentConnect
  • 14. #TalentConnect Define who and how you hire & then teach it ! Lead focus groups with hiring managers, interviewers, recent hires ! Validate your learning with TA leaders and start to articulate your hiring bar/philosophy ! Define your hiring principals and core attributes to share and align with your management team ! Rethink your hiring process and optimize based on your new principals and attributes ! Build a hiring training that includes hiring principals, core attributes and process expectations, and deliver that training across the business ! Make the training a requirement for all current managers and interviewers Make it part of everything you do! Shout it from the rooftop! #TalentConnect
  • 16. #TalentConnect Fall in love with the process and the results will soon follow ​ -Lori Russo
  • 17. #TalentConnect !  Transform from your talent acquisition team from traditional recruiters to one that is filled with marketers !  Ask yourself always, who is your target audience and how are you going to reach, engage, and convert them – with the best ROI possible !  Misalignment is the root of all evil; align and make evidence-based decisions !  Focus on the fundamentals; build a strong foundation before you build out and up !  Everything affects employer brand; have a plan to market your brand and manage the reputation. Lead the conversation with real stories from real employees. Closing Thoughts..
  • 18. ©2015 LinkedIn Corporation. All Rights Reserved.