How to Attract Top Talent as an Unknown or Misunderstood Brand

HEADING

How to Attract Top Talent as an Unknown

or Misunderstood Brand

Proactive | Your Recruiting Strategy. Optimized.

By Will Staney

#recruitDC

About Will

With a combined total of 7 years in the Talent Acquisition industry, Will Staney is the Founder of Proactive Talent Strategies, LLC, a consulting company focused on Talent Acquisition Strategy, Employer Branding, OnDemand Recruiting, and Training.

#recruitDC

Does your employer brand feel like this?

1Proactive | Your Recruiting Strategy.

Optimized.

#recruitDC

Creating Course


Optimized.

1. Creating a compelling EVP2. Telling authentic stories that

resonate3. Empowering your employees as

brand ambassadors4. Building your marketing machine5. Learning from success stories

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Write a compelling EVP


Optimized.

Gather data

Analyze

Develop

Deliver

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1. Gather Data


Optimized.

❏ Why did you join? Why do you stay?❏ How did they find out about the

company?❏ What motivates them?❏ Fair compensation? ❏ Do your managers make you feel

rewarded?

Surveys

Anecdotal

Group brainstorms

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2. Analyze


Optimized.

Example: 70% of employees say that having an impact on customers makes them love their job

Dive into your data → Look for commonalities

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3. Develop


Optimized.

❏ Craft your value proposition: Simple overarching statement that becomes the essence of your brand commitment

❏ Clarify areas of focus to support your EVP. For example:❏ Career Development❏ Work/Life Balance❏ CSR

❏ Test your EVP against your HR Strategy❏ Do your HR practices reflect the EVP? ❏ Run the EVP by a focus group of employees❏ Revise if needed.

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4. Deliver


Optimized.

❏ Recruitment Marketing/Employer Branding efforts❏ Recruiting process❏ Onboarding ❏ Career development/Performance Management❏ Employee Engagement/Experience❏ Exit stage

Incorporate your EVP into:

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Empowering your employees as brand ambassadors


Optimized.

❏ Don’t put words in their mouths ❏ Make it easy - communicate what employees can

do ❏ Offer a class on personal branding ❏ Create an Employer Branding Playbook

But what if companies recruit my people?

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Building your marketing machine


Optimized.

❏ Steps to building the strategy?❏ Define the Audience/Personas❏ Channel Strategy❏ Content Strategy❏ Editorial Calendar❏ Distribution strategy❏ Tie it back to hiring strategy Content feeds

the whole machine

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Building your marketing machine (cont.)


Optimized.

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GoDaddy


Optimized.

Before❏Bad rep, a few bottom of

the barrel marketing practices in the past

❏Little knowledge about what the company did beyond domain registration

After❏Reinvented themselves as a

champion of small businesses

❏Focused on employee engagement and culture

❏#GoDaddyLife❏Personal responses to

Glassdoor reviews❏Referral program

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SAP


Optimized.

Before❏Distributed recruitment

marketing and employer branding efforts by region

❏Seen as not innovative, older on-premise tech

❏Doing some amazing things in cloud computing but know one knew about it

❏Acquired a lot of great tech companies and talent which was changing the culture for the better

After❏Consolidated regional

careers pages❏Built out Life at SAP to

share employee experience and culture

❏New college grad academies and internships

❏Have won dozens of awards for their use of social media and technology to attract talent

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Questions?

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How to Attract Top Talent as an Unknown or Misunderstood Brand

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