Laura Morris Schultink, Talent Brand Consultant, LinkedIn Lauren Larose, Talent Brand Consultant, LinkedIn

Prioritize to optimize: How to turbo-charge your talent brand

What We’ll Cover Today

Know Your Numbers

Know Your Audience

Know How to Reach Them

Know your numbers

DemandProfileofCompanyXTargetCandidates

Theengineersthatyou’retargetingreceive2.1x moreInMailsthananaverageuser

*SE = Software Engineer

6% ofUSsoftwareengineersreceive56%oftheInMails,loweringresponserates

For94%ofsoftware

engineersonLinkedIn,theacceptrateis9% above average

For6%ofsoftware

engineersonLinkedIn,theacceptrateis17% below

averageInMailDistributiontoUSSoftwareEngineers

EvenNickSabanWouldn’tLikeTheseOdds

There’sabetterwaytostandoutfromthecrowd

StrengthHowstrongistalentpool’sfitforthisrole?

TemperatureHowlikelyisthistalentpooltoengagewithus?

Low

High

High

The Talent Prioritization Matrix Data-DrivenResourceAllocation

StrengthHowstrongistalentpool’sfitforthisrole?

TemperatureHowlikelyisthistalentpooltoengagewithus?

Low

High

High

The Talent Prioritization Matrix DifferentTacticsforDifferentAudiences

1:1 “SealtheDeal”withRecruiterRelationshipBuilding

1:ManyNurtureUsingAutomatedDripMarketing

1:ManyIncrease

EngagementThroughTargetedCampaigns

EvaluatingTalentPoolStrengthandTemperature

Strength Temperature

•Supplyoftoptalent

•Applicant-to-hireratio

•Hiringmanagerfeedback

•Time-to-fill

•InMailresponserate

•Sizeoffollowerbase

•Jobview-to-applyconversionrate

SampleFactorstoConsiderforEachTalentPool

StrengthHowstrongistalentpool’sfitforthisrole?

TemperatureHowlikelyisthistalentpooltoengagewithus?

The Talent Prioritization Matrix SampleOutput

UnderstandingtheDynamicsofYourTalentAcquisitionFunnel

66,600Awareofyourbrand

333VisityourCareerPage

100Viewoneofyourjobs

10Applyforaposition

1Hiredforrole

9.9MAwareofyourbrand

49,950VisityourCareerPage

15,000Viewoneofyourjobs

1500Applyforaposition

150Hiredforrole

Know your audience

Optimizing your Talent Brandusing classic marketing tools

Optimize your Talent Brand using classic marketing tools

Getbetteracquaintedwithyourkeytalentsegments

Engineering Sales&Marketing CustomerServiceReps

AudienceSegmentation Understandarethecharacteristicsofthetalentyourorganization

needs

DemographicsYearsofexperience

SeniorityIndustrySkills

FunctionDegreetype

PsychographicsWork/lifebalanceCompetitivepayChallengingWorkGoodbenefits

InspirationalLeaders

BehaviorsLinkedInFacebookJobBoardsCareerFairs

EmployeeconnectionsPassivevs.Active

GeographyActualgeographiclocation

CulturalnuancesCurrentlyemployed

UndergradGradschool

TargetCandidates

Who are they? What are their values and attitudes?

How do they interact with companies? Where do they live?

Audiencesegmentation LinkedIncanhelpyoudefineyouraudiencewithTalentDriver

reports

Engineering Sales&Marketing CustomerServiceReps

AudiencePersonas Create“people”withbackstoriesandphotostobetter

understandyourtargetaudience

Example: Who is Sarah Shah?

SarahisanelectricalengineerworkingatACMESystemswhereshe’sapartofthenewproductR&Dteam.She’sbeenwithACMESystemssinceshegraduatedcollege4yearsago,shestartedin

theirnewgradprogram.

ShehasamastersinelectricalengineeringfromMIT.

Sarahlovesworkinginnewproductdevelopment,comingupwithexcitingnewdesignsandsolutionsforconsumerelectronics.Shelovesworkinganateamwherehecontributionsarevalued

andworkingwithseniorengineerswho’sindustryexperienceshecanlearnfrom.

OnherdaysoffSarahspendstimewithherparents,shevolunteersatthelocalSPCA,shelovestoentertainfriendsandisanavidInstagrammer.

What is a persona?Afictionalcharactercreatedtorepresentadifferentcandidatetypethatmightbeafitforyourjobs.

Whatdoesshedoforwork?

Whatisherbackgroundandeducation?

Whatmotivatesher?Whatdoesshedoinher

sparetime?

Examplesoftargeted“socialready”messages

Whenyou’renotbusybuildingnewprogramswehaveayogastudio,movieroomandmassageservicestohelpyourelax/rewindWeareatopelectronicsdevicecompanythathasexpandedfrom50locationsacrosstheUStoover150destinationsaroundtheworldinthepast5years!We’vebeennamedoneofthetopcompaniesforproductdevelopmentandinnovation

Weofferperformancebonusesandopportunitiestoleadcross-functionalprojectstoourtopperformers

Work/lifebalanceJobsecurityChallengingworkValues

Know how to reach

them

23

There are many points of influence

along a candidate’s decision path

24

TheNewPathtoHire:Flight Map

Jobseeker

Colleagues

25

Tosucceed,engagecandidates…

Everywhere AlltheTime

Everywhere AlltheTime Withtherightmessage

https://www.youtube.com/watch?v=OpDIEJrog3s

Includerelevantmessagingeverywheretargetedcandidatesinteractwithyourcompany

Quick Recap

Know Your Numbers

Know Your Audience

Know How to Reach Them

• Who are you looking to attract?• What motivates that sort of person?

What concerns them?

• What are your points of influence with this candidate?

• How can you engage organically?

• How deep is the pond you’re fishing in?

• How receptive are candidates to your brand?

Laurenllarose@linkedin.com

Lauralschultink@linkedin.com