How to attract top talent to your business
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How to Attract Top Talent to Your Business
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Transcript of How to attract top talent to your business
How to Attract Top Talent to Your Business
Who We Are
Michael Walker
Managing Partner
[email protected]@_walkerdavies
Larry Kotch
Co-Founder
[email protected] @brainbroker1
Overview
4 Build loyalty through consistency
2 Treat your candidates like customers
1
3Make the unknown, known
Use what you already have5
Perception is reality
01 Perception is Reality
Corporate vs Employer brand
Corporate brand Employer brand
You
Corporate Brand
Promoting the whole corporate entity
Aimed at clients, external facing
Focus is on user/customer acquisition
Employer Brand
What you offer to current and potential employees
What’s it like to work for your company
Focus is on talent acquisition and retention
Great examples of employer brands
Softcat
NOTES: This is an example of a company (Softcat) branding themselves well as a good place to work - leading visitors to perceive them as a good place to work. This is a conscious choice to shape perception.
Treat your candidates like customers
02
Treat Your Candidates Like Your Clients / Customers
Understand their behaviour (online and offline)
Collect data - be consistent between platforms
Optimse your efforts based on the available data
Don’t just advertise for vacancies - talk about the company!
Ensure a smooth experience for applicantsInvest in tech to automate as much as
possible
Top Stat: 88% of job seekers are more likely to buy from a company that gave them a positive candidate experience, regardless of successDefine your touch-points* with them
Cost of sale = cost of hire
Define Your Touch-points
A touch-point is any time a potential candidate comes in contact with your brand–before, during, or after they apply for a job with you.
Define your touch-points based on candidate behaviour:
Social media
Email marketing
Advertising - digital, traditional
Company website / careers page / blog
Call / meeting / interview
PR
Events Referral / recommendation
NOTES:
Marketing functions continue to seek to understand consumer / customer behaviour and base their efforts on this. Recruitment functions however more often than not try to drive candidates to places they THINK candidates should go to i.e. job boards or LinkedIn
Research your candidates, find out where they go online and BE THERE. Don’t try to change their behavior, use that knowledge to your advantage and market to them in places they are likely to be found.
Invest in Tech
Automate where you can without losing the personal touch
Focus on the ROI - time/cost for what return?
Use tech to help limit time investment
Use tech to help collect data & refine your approach
Consider candidate CRM systems rather than Applicant Tracking Systems - more useful functionality
Invest in tech to automate as much as
possible
Top Tip: Email marketing can offer you the best return on investment if done wellLook at social media management tools like Hootsuite
Keep an eye out for future tech developments - don’t get left behind
03 Make the unknown, known
13 08/01/2016
Candidate / Applicant Behaviour
76% of applicants want details on what makes your company an attractive place to
work
Most in the $75-100K
salary range would
only require a 1-10%
salary increase to
consider such a move
84% would consider
leaving their jobs if
offered a role with a
company that had an
excellent corporate
reputation
Corporate Responsibility Magazine / Allegis Group Services Study, August 2012)
Corporate Responsibility Magazine / Allegis Group Services Study, August 2012)
Glassdoor survey, October 2014)
NOTES:
You can see from slide 14 that candidates are willing to move for what they PERCEIVE is a better opportunity. It also shows that you don’t have to offer huge pay increases to achieve this - but they do want to know what makes your company an attractive place to work for.
The next couple of slides will look at what information candidates want.
The Top 5 Things Candidates Want to Know Before Applying
4 What makes your company an attractive place to work
2 Benefits
1
3Basic Company Info
Company mission, vision, values5
Salary / Compensation
Assuming you are in line with the market on the first two points you will then be competing on
points 3, 4 and 5.
Make the unknown, known
Answer these questions:
Make it clear what perks are available
Talk about why your employees love to work for you
State your vision and values for the company
Who are you?
What do you do?
Why do you do it?
What is it like to work at your company?
Make a team page with employee bios
Top tip: Videos can lead to 50% more engagement with an organisation
Be as open as possible about business performance
Make a ‘day in the life at your company’
Spread the word about the questions you answered in the ‘Perception is Reality’ section
Make the Unknown, Known - Channels
Social Media
Referral
Traditional Media
Events
Paid Ads
Conent
EmailPR
SEO
Sponsorship
NOTES:
Don’t just stick to the usual talent acquisition channels and content, shake things up and see what works!
Build loyalty through consistency
04
20 08/01/2016
Build Loyalty
95%
97%Job seekers who would refer others to
the organisation if they had a positive
experience
Unsuccessful candidates who would
re-apply if another suitable role came up
if they had a positive experience
CandE Report, 2014
NOTES:
Positive interactions lead to loyalty but only if they are done frequently enough and are CONSISTENT.
Negative interactions will have the opposite effect.
Ensure you have a consistent approach to marketing yourself as an employer and throughout your talent acquisition processes. That means giving the same messages online, in job descriptions and in interviews.
05 Use what you already have
What you already have
Employees
Data
Your colleagues know people who also know people - make it easy for them to refer
Social media templates & approved content
Spice up your referral policy, reward for activity as well as placements, try a refer-a-thon
Previous applicants - re engage previous applicants
Mailing lists - your marketing team will probably have lists of people who you can market to.
Great resources
Hootsuite (Social Media Management))https://hootsuite.com
Angellist (Employer Branding & Hiring)https://angel.co
MailChimp (Email Campaign Management)https://www.workable.com/
Unicorn Hunt (Startup job board)https://unicornhunt.io
Beamery (Candidate Engagement Software)https://www.beamery.com
Campaign Monitor (Email Campaign Management)https://www.campaignmonitor.com
Passle (Content Marketing Software)https://home.passle.net
Brainbroker (Growth Marketplace))http://headstartapp.com/
Walker Davies (Scale-up Specialists)http://www.walkerdavies.com/#hiring
Incredibly (Digital agency in social, content & paid media)http://www.walkerdavies.com/#hiring
Crunch Poster (job board guru)https://www.crunchposter.co.uk
“You have to learn the rules of the game. And then, you have to play better than
anyone else.” – Albert Einstein
Chat with us!
Michael Walker
Managing Partner
[email protected]@_walkerdavies
Larry Kotch
Co-Founder
[email protected] @brainbroker1
