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Talent Brand: The Intersection of Talent Acquisition & Marketing

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Talent Brand: The Intersection of Talent Acquisition & Marketing


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Consumer Brand is: The attributes and value that is associated with your company’s products and services


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Employer Brand is: The attributes and value that is associated with your company as a place to work


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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.


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Marketing and Employer Branding: communicating and amplifying the value of a brand to your target audience


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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


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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


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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


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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


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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 Internal External Negative Positive


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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?


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Audience segmentation What are the characteristics of the talent your organization needs?


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Audience segmentation What are the characteristics of the talent your organization needs?


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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


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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


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Audience segmentation LinkedIn can help you define these personas with some of our data


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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


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What makes people passionate about your company? Work your consumer brand into your talent brand


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Action Items Things to remember when you get back to your desk Identify the right people to partner with on your marketing team Go through the marketing exercises to clearly define your talent brand strategy Find the overlap and use tactics that help both your consumer and talent brands.


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21 Thanks for viewing! Follow us on social media: talent.linkedin.com/blog #hiretowin


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