Talent Attraction 101

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  • TALENT ATTRACTION 101. A guide for founders & hiring managers.

    By

  • The market for talent is COMPETITIVE

    So you, as an employer, have to be REMARKABLE

    But then you already knew that, right?

  • So, how do you find talent?

  • So, how do you find talent?

    How does talent find you?

    Or, more importantly

    How do you attract talent?

    and

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    Your Recruitment Channels.

  • But

    Youre not Google (yet) So what makes you an attractive company

    to work for?

  • How are you perceived as an employer?

  • How are you perceived as an employer?

    +

    What do candidates see when they find you?

  • How are you perceived as an employer?

    +

    What do candidates see when they find you?

    +

    Do you offer an attractive proposition to candidates?

  • How are you perceived as an employer?

    +

    What do candidates see when they find you?

    +

    Do you offer an attractive proposition to candidates?

    =

    This is your EMPLOYER BRAND

  • Image + Reputation = Employer Brand

    Source: Brandon Hall Group, 2014

    Why should you care about your employer brand?

  • 50% reduction in cost-per-hire A few FACTS

    Learn more: https://www.glassdoor.co.uk/employers/popular-topics/hr-stats.htm

    https://www.glassdoor.co.uk/employers/popular-topics/hr-stats.htm

  • 68% Of job seekers would not take a job with a company with a bad reputation (even if they were unemployed)

    A few FACTS

    Learn more: https://www.glassdoor.co.uk/employers/popular-topics/hr-stats.htm

    50% reduction in cost-per-hire

    https://www.glassdoor.co.uk/employers/popular-topics/hr-stats.htm

  • 68%

    Of candidates would consider leaving their current role for a company with an excellent EB.

    89%

    Of job seekers would not take a job with a company with a bad reputation (even if they were unemployed)

    A few FACTS

    Learn more: https://www.glassdoor.co.uk/employers/popular-topics/hr-stats.htm

    50% reduction in cost-per-hire

    https://www.glassdoor.co.uk/employers/popular-topics/hr-stats.htm

  • A strong employer brand is your competitive advantage for

    attracting talent.

  • But were just a startup with a messy office, few perks and we

    all work long hours.

  • The best employer brands are polarising.

    They attract the right talent and repel

    the wrong talent.

    Be proud of your culture: its a feature, not a bug and you need people who get it.

  • So be open, honest and transparent.

    Always be looking for a cultural fit. The right talent will join you for your mission or myriad other reasons. Those

    put off by your so called weaknesses are probably not the right fit anyway.

  • Recruitment is marketing led.

  • Recruitment is marketing led.

    You need to treat candidates the same way you treat your customers.

    Attract Convert Close Delight (this is a virtuous cycle)

    Heres how

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    1. Careers Pages.

  • - Communicate your Employee Value Proposition & Mission

    - Showcase your team - Make it visual and engaging (but please, please no stock

    photography!)

    - Be transparent and authentic - Illustrate your culture and values - Provide details about your benefits & perks

    Careers Page Your hiring hub.

  • Lets take a look at a good example. airbnb.co.uk/careers

    http://airbnb.co.uk/careers

  • Careers Page AirBnB Example. airbnb.co.uk/careers

    Compelling Employee Value Proposition

    http://airbnb.co.uk/careers

  • Careers Page AirBnB Example. airbnb.co.uk/careers

    Showcasing their team

    http://airbnb.co.uk/careers

  • Careers Page AirBnB Example. airbnb.co.uk/careers

    Its visual and engaging! (no stock photos here!)

    http://airbnb.co.uk/careers

  • Careers Page AirBnB Example. airbnb.co.uk/careers

    And in case youre interested, here are their perks.

    http://airbnb.co.uk/careers

  • Other Examples.

    mailchimp.com/about/careers hubspot.com/jobs

    http://mailchimp.com/about/careershttp://hubspot.com/jobs

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    2. Social Media.

  • - Distribute your vacancies to your profiles. - Involve employees in creating content and sharing on

    their personal channels to increase referrals.

    - Include calls-to-action on your profile descriptions linking to your careers page.

    - Prepare and share native content about what life is like working at your company.

    Social Media engage your audience.

  • The Zappos example.

  • Social Media Zappos Example. Twitter.com/insidezappos

    Distribution of their open positions

    http://twitter.com/insidezappos

  • Social Media Zappos Example. Twitter.com/insidezappos

    Driving awareness of their culture and career opportunities

    http://twitter.com/insidezappos

  • Social Media Zappos Example.

    Huge employee advocacy

  • Social Media Zappos Example.

    Sharing what life is like inside the company

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    3. Blog & Content.

  • - The best candidates do deep research. Sharing your thought process is the best way for them to gain a deeper insight.

    - Interview your team. - Share your thoughts and insights. Write about life

    inside your company.

    - Document your growth and challenges. - Include your best content on your careers page. - Repurpose content or publish native content on

    slideshare, medium etc.

    Blog & Content tell your story.

  • Example: no one does this better than Buffer.

  • Blog & Content Buffer Example. Open.bufferapp.com

    Sharing their challenges and learnings

    http://open.bufferapp.com

  • Blog & Content Buffer Example. Open.bufferapp.com

    Writing about their team and culture

    http://open.bufferapp.com

  • Blog & Content Buffer Example. Open.bufferapp.com

    Discussing their hiring plans

    http://open.bufferapp.com

  • Blog & Content Buffer Example.

    The Buffer Culture deck on Slideshare

    Learn more: http://www.slideshare.net/Bufferapp/buffer-culture-06-with-a-change-to-be-a-no-ego-doer

    http://www.slideshare.net/Bufferapp/buffer-culture-06-with-a-change-to-be-a-no-ego-doer

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    4. Referrals.

  • - Make your existing team and wider networks work for you.

    - Do everything you can to spread the word. Its about being as visible as possible.

    Referrals your most reliable source!

  • Referrals Tactics & Hacks.

    Email Signatures - Add were hiring with a link to your careers page

    Fun maths: If youre a team of 15 and each person sends 15 external emails a day, for 250 business days, that could be 56,250 of your recruitment ads seen each year.

    John Doe Full Stack Employee at Awesome Startup johndoe@awesomestartup.com Awesomestartup.com @awesomestartup >>Were hiring! Check out our open positions.

  • Referrals Tactics & Hacks.

    LinkedIn Profile Optimise your profiles for maximum exposure

    Pro tip: Use the summary section of your profile as a call-to-action to drive the most important action from visitors to your profile.

    (Make your team do this too!)

  • Referrals Tactics & Hacks.

    Onsite Make it visible on your site that you are hiring

    Your visitors / customers are a potential source of referrals.

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    5. Word of Mouth.

  • - A good reputation starts with founders and management.

    - Be so good (and nice) that people cant help but want to help you.

    - Look after your team and they will look after you. A high employee net promoter score (eNPS) is the backbone of a strong employer brand.

    Word of Mouth be nice!

  • Word of Mouth be nice!

    Learn more: http://info.zealify.com/employers-blog/employer-branding-starts-at-the-top

    http://info.zealify.com/employers-blog/employer-branding-starts-at-the-top

  • Careers Page

    Email Blog & Content

    Word of Mouth

    Paid Ads

    Events / IRL

    Referrals

    Social Media

    6. Email.

  • - Rule 1: ALWAYS respond. - If you have a jobs@ email alias, make it clear that the

    account is monitored and who will respond.

    - Create canned responses to make your life easier. - You could use a mailing list to announce new jobs to

    interested candidates. (if you have built a talent pipeline).

    - Make candidates feel valued. (treat them like customers).

    Email be accessible to cand