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Develop a Winning Talent Brand
as a Small or Mid-Sized Company
Let’s Meet the Team: #winningTB
Lars SchmidtSenior Director
Talent Acquisition & Innovation
Tabitha EadeSolutions Consultant Manager
Lauren LaroseTeam Lead,
TA Marketing & Branding
@Energy_Blonde
Stephanie RyanManager, TA Marketing
& Branding
@S_Ryan1234 @ThisIsLars @Tabithaeade
What You Will Learn Today
Learn how to engage your executives and gain broad organizational buy-in
Discover how to make your talent brand a targeted talent strategy
Identify and define key performance metrics to measure success
Calgary
Fort McMurray
Oil sands
Seattle
Introducing NPRA thriving, mission-driven multimedia organization, NPR produces award-winning news, information, and music programming in partnership with hundreds of independent public radio stations across the nation.
We are innovators and leaders in diverse fields, from journalism and digital media to IT and development.
Every day, our employees and member stations touch the lives of millions worldwide.
10
Evolving Language: Talent Brand n.
the highly social, totally public version of your employer brand incorporating what talent thinks, feels, and shares about your company as a place to work
a significant asset for both hiring/retaining great talent and promoting your corporate image to the market
The 4 Steps to Developing a Winning Talent Brand
1. Define Your Talent Brand
2. Gain Executive Buy-In
3. Develop & Execute
4. Measure & Optimize
Step #1
Define Your Talent Brand
SurveysLinkedIn
Heat Mapping
Creative Testing
Focus Groups
Internal External
Qualitative
Quantitative
ChallengesStrengths
1. Your Talent Brand
Strengths 42 year history, strong consumer brand
with deep fan affinity and loyalty Digitally-savvy employee base Prestigious reputation as a trusted news
source Smart and diverse staff, interesting work Mission-driven culture Established social media and digital
channels
Challenges Recruiting against blue chip for-profit
orgs: New York Times, CNN, Google, Twitter, Amazon
Non-profit, limited resources, budgets Recruiting in new markets, with less of
an established presence: tech, digital, millennial
Media landscape is evolving rapidly, contraction and new digital players are disrupting industry
Step #2
Gain Executive Buy-In
2. Executive Buy-In
Pilot
Start small and scale
Measure and monitor
Executive Buy-In Internally
Find your internal stakeholders (social media, marketing, etc.)
Step out of HR – identify internal influencers and invest in those relationships
Develop your Strategic Plan
Define your goals and objectives
Understand the audience you want to reach, and where to reach them
Select your channels
Determine desired outcomes and how to measure them
Merger Competitive
Labour Market
Big Growth
Plans
Marketing Challenge
2. Executive Buy-In
Step #3
Develop & Execute
3. Develop & Execute
Suncor Recruitment Marketing
Online/
Digital
Social Media
Print/
Radio
Events
Employee Referral Program
Other
3. Develop & Execute: Channels
Blogs: Tumblr and WordPress
Facebook: 70,000+ likes, Work4 job sharing, #8 source of applicants
Twitter: @NPRjobs launched 7/11, 20k+ followers, #7 source of applicants, #4 source of hire
LinkedIn: 75,000+ followers, 1,500 monthly visitors, #3 source of applicants, Talent Brand Index = 15 (>NYT, CNN, ABC, Washington Post)
Careers Site: Mobile-friendly, reinforce culture, branding key areas of need (i.e. tech), candidate experience
Job Descriptions: Extension of your employer brand, convey culture, get creative (links, infographics, videos)
Step #4
Measure & Optimize
4. Measure & Optimize
Key Performance Metrics
Develop appropriate metrics to measure (i.e. source of applicant and hire, channel growth, quality of hire, etc.)
Social Media: actively monitor and manage your social media channels, interact and engage with your fans, avoid pure broadcast
Social Media ROI
Over $100k savings per year based on reduction of job boards
Social Media Channels (LinkedIn, Twitter, Facebook) are in top 10 sources of applicants and hires
Several key hires through Twitter (#4 source of hire)
Our employment branding efforts have been featured in:
4 Steps to Developing a Winning Talent Brand
1. Define Your Talent Brand
2. Gain Executive Buy-In
3. Develop & Execute
4. Measure & Optimize
Key Takeaways from Today’s Session
Engage your executives and gain broad organizational buy-in
Discover how to make your talent brand a targeted talent strategy
Identify and defined key performance metrics to measure success
