Employer branding week1

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Transcript of Employer branding week1

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Employer Branding WeekTalent SolutionsHow the talent acquisition model has evolved over time and why employer branding by leveraging social assets is an important part of the strategy

1What does best-in-class talent brand strategy look like?

TALENT SOLUTIONS-In the next 10 mins, I will actually to talk about some of the steps that our best in class talent brands follow to put that strategy to execution-The first thing to perhaps remember is that all the leading talent brands that are represented here are not on top not by chance but by choice. There is a significant investment of thought, time, resources and talent to bring the employer brand of these organizations to life, to top of our minds.

2From Strategy to ExecutionTALENT SOLUTIONSSo the next few slides would concentrate on effort oriented but result driven steps- after all Employer Branding is really a verb- it is a doing . As we proceed lets put our thinking caps on to deduce what would be the logical steps to craft our approach3

TALENT SOLUTIONSLets start at the premise that looking at the business requirements, competition, the organization has identified and built the need case for Employer Branding-and approached an employer branding consultant- what is the first step?

Who do you want to proactively communicate with? In what talent pools would you want to heighten the awareness of your brand?Ideal scenario- I would want to communicate with everyone. BUT Marketing means investment of time and resources, and therefore I need to pick my battles and choose the labor segments that are key to my business. Of course that would have a spill over effect but I want to ensure that my marketing plan is first aimed towards my key talent pools.4Key themes among our most strategic clientsIdentify your core target segments

1TALENT SOLUTIONS5Narrow down your TG by business analysisThe talent that matters to your businessThe talent thatshard to attract today (vs peers)Go Big with Proactive Branding EffortsImplement the 80/20 ruleBusiness, HR & Talent Acquisition partnership is key to determine prioritiesTALENT SOLUTIONSBusiness , HR and TA come togetherOne of the rules that we recommend our clients- 6Narrow down your TG by business analysisBusiness, HR & Talent Acquisition partnership is key to determine prioritiesTargetAudienceTG1TG2TG3SeniorityFunctionGeoIndustryCompaniesSkills

TALENT SOLUTIONSPrecision and Accuracy is key while segmenting the your talent audience. However, please remember that you are defining a labor segment and not a job description. This pool has to be of a significant size so you can conduct awareness campaigns for this audience on various platforms7TALENT SOLUTIONSPrecision and Accuracy is key while segmenting the your talent audience. However, please remember that you are defining a labor segment and not a job description. This pool has to be of a significant size so you can conduct awareness campaigns for this audience on various platforms8 You cant be EVERYTHING to everyone!

TALENT SOLUTIONSWhats the probability of a restaurant serving chinese and lebanese and doing a good job with either of it.

You cant be everything to everyone9Key themes among our most strategic clientsIdentify your core target segments

Build your authentic EVP for those segments

12TALENT SOLUTIONSBuild out your brand themesePerception v/s realityWhat are the strengths of your brand in the minds of the employees What is the perception of your brand in the marketHow do you marry the 2?10Build key employer brand themesBusiness, HR & Talent Acquisition & Marketing to determine key themesThemesTGCareerGrowthDiversityInnovationTG1 (Engineersin India)TG2 (Senior Leadership across Geos)TG3 (Alumni in India)TALENT SOLUTIONS11TALENT SOLUTIONS12

Content is KING!TALENT SOLUTIONSIf your brand content is able to positively influence the conversations of your talent, you have already won a place in their hearts. They would look for opportunities to engage with your brand and would be willing to build a relationship with you, endorse you and vouch for you.

It is not about grabbing attention, but adding value to your potential customer; in this case your employees, when they give you the attention13Key themes among our most strategic clientsIdentify your core target segments

Build key brand themes to address those segments

Build quality content that resonates with your TG

123TALENT SOLUTIONS14ThemesTGCareerGrowthContentDiversityContentInnovationContentTG1 (Engineersin India)Banner AdsAlumni speaksContests

TG2 (Senior Leadership across Geos)Video testimonialsWhite papers

Blog PostsIndustrysurveysGroups

TG3 (Alumni inIndia)Banner AdsTargeted MailersBuilding a content calendarTALENT SOLUTIONS

Sapient Content StrategyTALENT SOLUTIONSIf your brand content is able to positively influence the conversations of your talent, you have already won a place in their hearts. They would look for opportunities to engage with your brand and would be willing to build a relationship with you, endorse you and vouch for you.

It is not about grabbing attention, but adding value to your potential customer; in this case your employees, when they give you the attention16

Now lets shout! But where? TALENT SOLUTIONSKey themes among our most strategic clientsIdentify your core target segments

Build key brand themes to address those segments

Build quality content that resonates with your TG

1234Adopt targeted channels to socialize your Employer BrandTALENT SOLUTIONS18 GTM channels for your Employer Brand

WWU optimizes your Employer Brand for performance

TALENT SOLUTIONS19Step 3: craft your approach right brand, right success metricsREAL

CONSISTENT

PERSONAL

BRAVE

Strategic focus on labor segment opportunities Challenge: Change employer brand perception. Typically perceived as an hardware employer, create awareness about software career opportunities at Intel

Approach: Create a software talent pool, drive conversations and build relationships

Result: Access to an untapped and inaccessible pool of quality software talentRicha Telang, Recruitment Channels Manager - Greater Asia, Intel talent.linkedin.com

TALENT SOLUTIONSI will spend some time talking about Intel here, and in particular Richa for taking an out of the box approach to address an employer branding challenge.

Richa is a recruitment channel manager at Intel and is responsible for recruitment marketing across Greater Asia. One of the challenges that she identified last year for Intel in India is that they are unable to attract the best in class software talent as they are perceived as a hardware brand in the market. However, in reality in India Intel is doing some very interesting and innovative work in the software space and it is absolutely critical for them to grow in the same to keep India strong on the world map at Intel.

She diligently started by taking to the first step, of getting a buy in to address this by presenting the case to the business in terms of time to hire, quality of candidates they were getting etc. She then talked to her own employees who were alumni of the colleges/companies she aspired to hire from and understood that there is a complete lack of awareness about the career opportunities and projects that Intel is working on in this space. She then discussed some of these challenges with us and concluded that just creating awareness about the jobs might be a quick fix but not a long term solution here. The brand perception needs to be changed and she has to it develop thought leadership in this talent pool if she ever wants to successfully compete for the software talent.

She decided on an out of the box solution here and decided on creating a talent community on LinkedIn where she could segment her audience and reach out to the talent basis the companies and colleges that she wanted to particularly influence. She aimed at building a pool of 500-600 professionals in a year and put engagement metrics such as discussions in a week, comments, likes etc. She actually exceeded her target and accomplished a 1000+ talent community of software professionals and not only thateven though she didnt aim to use that community as a hiring avenue in the first yearshe was able to generate enough influence that she started getting proactive queries from the engineers in the community about work opportunities and she was able to close multiple positions.

This initiative has gained much attention at Intel globally and they are now planning to roll out this approach for other geos in Asia as well.

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Measure Me, It is only a good thing!MeasureTALENT SOLUTIONSBegin with the end in mindSample goals for your talent brand programIncrease offer acceptance rate by X%Reduce attrition by X%Improve employee survey ratings by X%Increase baseline familiarity with your talent brand in external surveys by X%Double the number of employees with an optimized social presenceIncrease Talent Brand Index score by X% relative to key talent competitors or for high-priority functions/regionsMeasureTALENT SOLUTIONSMeasuring your talent brand is notoriously difficult but if you dont measure it, you cant manage it and itll be harder for your senior leaders to really have confidence that your efforts are paying off. The playbook outlines some of the measurements in line with your recruiting metrics, such as offer acceptance rates, attrition rates etc to measure the improvement in your talent brand.

Additionally, as a client of LinkedIn you can use the Talent Brand Index, a free resource we rolled out last year to help our clients measure how well theyre reachin