#TalentSummit
Digital Talent
Attraction Masterclass
#TalentSummit
Holly Fawcett
Head of Digital Marketing
Social Talent
@HollyFawcett
linkedin.com/in/hollyfawcett
We turn rec...
#TalentSummit
#TalentSummit
Back to Black
-5%
0%
5%
10%
15%
2008 2009 2010 2011 2012 2013 2014 2015
Unemployment Economic Growth
#TalentSummit
There is no difference between your
company and your direct competitor,
except your people
#TalentSummit
Average cost per hire is: €3111
But…
Average days to fill job: 24
Avg. loss of productivity per day: €500
To...
#TalentSummit
“What you can’t measure,
you can’t manage”
What you can measure:
• Retention Rate
• Employee Engagement
• Qu...
#TalentSummit
Set yourself a goal
By end of year 1, year 2…
• Employee Engagement should increase
• Employee Turnover shou...
#TalentSummit
10 Physical Workspace
9 Location, Location, Location
8 Creative Work
7 Sense of Belonging
6 Great Tools and ...
#TalentSummit
Core Principles to
Employer Branding
1. Be Proactive
2. Be Truthful
3. Be Social
4. Be Available
5. Be Empow...
#TalentSummit
Be Proactive
“Dig the well before you are thirsty”
- Chinese Proverb
#TalentSummit
Build a Strong Network
• In real life
• Online - LinkedIn, Twitter, Facebook
Be Proactive
#TalentSummit
Be Proactive
#TalentSummit
Be Proactive
#TalentSummit
You already are
connected to
everyone you will hire
in the next 12
months, via your
network and your
employe...
#TalentSummit
Complete a Snag List of your
Careers Site
• Do all links work?
• How does it look on mobile?
• Can you apply...
#TalentSummit
Be Proactive
Survey Your
Employees
• What do they like about their work?
• What do they like about the compa...
#TalentSummit
Be Proactive
• Build a strong network
• Ask for Referrals
• Review and Upgrade your Careers Site
• Survey em...
#TalentSummit
Be Truthful
• No one likes being deceived
• Don’t embellish job ads with
untruths to sound more appealing
• ...
#TalentSummit
Going through a crisis?
Brilliant people can be drawn to disaster zones
Case in point: BP never received mor...
#TalentSummit
Be Truthful
#TalentSummit
Be Truthful
We can’t all be Google.
• Embrace your quirks and imperfections.
• Being small isn’t a negative....
#TalentSummit
Be Truthful
We can’t all be Google.
• Embrace your quirks and imperfections.
• Being small isn’t a negative....
#TalentSummit
Be Truthful
Tell Marketing to back off*
• Have an “About Us” or “Meet the Team” page
• Be real in your bios ...
#TalentSummit
Be Truthful
#TalentSummit
#TalentSummit
• Be real, and your candidates will thank you for it
• Your company can attract great talent
• Turn your per...
#TalentSummit
Be Social
Use social media often and well - it’s
no longer a differentiation strategy.
It’s catch-up.
#TalentSummit
Be Social
Dedicated Jobs Accounts
#TalentSummit
Be Social
Dedicated Jobs Accounts
#TalentSummit
Be Social
Dedicated Jobs Accounts
• Be a source of great, useful content online
• Yes, post jobs when it’s r...
#TalentSummit
It’s bigger than you.
• Share industry blogs
• Get your employees involved
You don’t have to write all of th...
#TalentSummit
Be Social
• You MUST be on social media
• Set up dedicated Careers pages, if your big enough
• Post more tha...
#TalentSummit
Be Available
Candidates need to trust you.
• Inform them who is responsible for hiring - let them
address yo...
#TalentSummit
Be Available
Candidates need to trust you.
• Inform them who is responsible for hiring - let them
address yo...
#TalentSummit
Be Available
Candidates need to trust you.
• Inform them who is responsible for hiring - let them
address yo...
#TalentSummit
Be Available
#TalentSummit
Be Available
#TalentSummit
Be Available
• Be upfront about who’s the recruiter and hiring
manager
• Be available to answer questions, e...
#TalentSummit
Be Empowering
#TalentSummit
Be Empowering
Employees Recruiting Colleagues
• Treat your employees like adults
• They understand Gross Mis...
#TalentSummit
#TalentSummit
#TalentSummit
#TalentSummit
#TalentSummit
NPR (National Public Radio),
empower their employees to
talk about work - good or bad
- on social. They ask ...
#TalentSummit
#TalentSummit
Be Empowering
• Referrals by current employees is the top source of
“above average” candidates
• Formalise y...
#TalentSummit
Be Empowering
• Empower your employees to represent the company
online
• Leverage their enthusiasm online to...
#TalentSummit
Core Principles to
Employer Branding
1. Be Proactive
2. Be Truthful
3. Be Social
4. Be Available
5. Be Empow...
#TalentSummit@HollyFawcett
of 50

National Employment Week 2015 Talent Summit - Digital Talent Attraction Masterclass

As part of National Employment Week 2015 in Dublin, Ireland, view my presentation for the Digital Talent Attraction Masterclass. Learn how to bring the 5 Core Principles of Employer Branding into your digital strategy: The 5 Core Principles of Employer Branding: - Be Proactive - Be Truthful - Be Social - Be Available - Be Empowering
Published on: Mar 3, 2016
Published in: Recruiting & HR      
Source: www.slideshare.net


Transcripts - National Employment Week 2015 Talent Summit - Digital Talent Attraction Masterclass

  • 1. #TalentSummit Digital Talent Attraction Masterclass
  • 2. #TalentSummit Holly Fawcett Head of Digital Marketing Social Talent @HollyFawcett linkedin.com/in/hollyfawcett We turn recruiters into Sourcing Ninjas
  • 3. #TalentSummit
  • 4. #TalentSummit Back to Black -5% 0% 5% 10% 15% 2008 2009 2010 2011 2012 2013 2014 2015 Unemployment Economic Growth
  • 5. #TalentSummit There is no difference between your company and your direct competitor, except your people
  • 6. #TalentSummit Average cost per hire is: €3111 But… Average days to fill job: 24 Avg. loss of productivity per day: €500 Total productivity cost: €12,000 Total cost per €15,111 Companies with a strong employer brand* spent 18% less per hire than those with a poor employer brand * Those ranked in the top 25% of companies ranked Strong or Very Strong employer brand
  • 7. #TalentSummit “What you can’t measure, you can’t manage” What you can measure: • Retention Rate • Employee Engagement • Quality of Hire • Cost Per Hire • Number of Applicants
  • 8. #TalentSummit Set yourself a goal By end of year 1, year 2… • Employee Engagement should increase • Employee Turnover should fall • Cost per hire should decrease • Employee reviews should produce higher scores • Internal mobility should increase
  • 9. #TalentSummit 10 Physical Workspace 9 Location, Location, Location 8 Creative Work 7 Sense of Belonging 6 Great Tools and Hardware 5 Excitement About Company Products 4 Independence 3 Good Management 2 High-Calibre Team 1 Growth Source: Dimitar Stanimiroff, Stack Overflow http://www.slideshare.net/dstanimiroff/hiring-tech-rockstars-ss
  • 10. #TalentSummit Core Principles to Employer Branding 1. Be Proactive 2. Be Truthful 3. Be Social 4. Be Available 5. Be Empowering
  • 11. #TalentSummit Be Proactive “Dig the well before you are thirsty” - Chinese Proverb
  • 12. #TalentSummit Build a Strong Network • In real life • Online - LinkedIn, Twitter, Facebook Be Proactive
  • 13. #TalentSummit Be Proactive
  • 14. #TalentSummit Be Proactive
  • 15. #TalentSummit You already are connected to everyone you will hire in the next 12 months, via your network and your employees Ask for referrals. Be Proactive
  • 16. #TalentSummit Complete a Snag List of your Careers Site • Do all links work? • How does it look on mobile? • Can you apply for a job using your phone? • Use of multimedia (images, videos) - does it portray your company well? #TalentSummit
  • 17. #TalentSummit Be Proactive Survey Your Employees • What do they like about their work? • What do they like about the company? • Any little perks they’d suggest?
  • 18. #TalentSummit Be Proactive • Build a strong network • Ask for Referrals • Review and Upgrade your Careers Site • Survey employees to define your EVP Take Aways
  • 19. #TalentSummit Be Truthful • No one likes being deceived • Don’t embellish job ads with untruths to sound more appealing • Employees talk • Glassdoor.com exists.
  • 20. #TalentSummit Going through a crisis? Brilliant people can be drawn to disaster zones Case in point: BP never received more applications than after the Deepwater Disaster in 2010. #TalentSummit
  • 21. #TalentSummit Be Truthful
  • 22. #TalentSummit Be Truthful We can’t all be Google. • Embrace your quirks and imperfections. • Being small isn’t a negative. You’re growing.
  • 23. #TalentSummit Be Truthful We can’t all be Google. • Embrace your quirks and imperfections. • Being small isn’t a negative. You’re growing.
  • 24. #TalentSummit Be Truthful Tell Marketing to back off* • Have an “About Us” or “Meet the Team” page • Be real in your bios of your team * But take their advice when you’ve misspelled something
  • 25. #TalentSummit Be Truthful #TalentSummit
  • 26. #TalentSummit • Be real, and your candidates will thank you for it • Your company can attract great talent • Turn your perceived imperfections into benefits • Have a sense of humour - people buy people Take Aways Be Truthful
  • 27. #TalentSummit Be Social Use social media often and well - it’s no longer a differentiation strategy. It’s catch-up.
  • 28. #TalentSummit Be Social Dedicated Jobs Accounts
  • 29. #TalentSummit Be Social Dedicated Jobs Accounts
  • 30. #TalentSummit Be Social Dedicated Jobs Accounts • Be a source of great, useful content online • Yes, post jobs when it’s right • Post CV writing and interview tips • Make a video about the interview process at your company • Post photos of team events, and employee charitable giving
  • 31. #TalentSummit It’s bigger than you. • Share industry blogs • Get your employees involved You don’t have to write all of the content you share: #TalentSummit
  • 32. #TalentSummit Be Social • You MUST be on social media • Set up dedicated Careers pages, if your big enough • Post more than jobs: interview and CV tips, videos, employees • Share content from external sources: useful blogs, infographics Take Aways
  • 33. #TalentSummit Be Available Candidates need to trust you. • Inform them who is responsible for hiring - let them address you by name
  • 34. #TalentSummit Be Available Candidates need to trust you. • Inform them who is responsible for hiring - let them address you by name
  • 35. #TalentSummit Be Available Candidates need to trust you. • Inform them who is responsible for hiring - let them address you by name • Don’t be afraid to give them your phone number • Give them your hours of availability • Have an open-chat session
  • 36. #TalentSummit Be Available
  • 37. #TalentSummit Be Available
  • 38. #TalentSummit Be Available • Be upfront about who’s the recruiter and hiring manager • Be available to answer questions, especially when doing big hiring campaigns • Your candidates are also potential, if not existing, customers - treat them right! Take Aways
  • 39. #TalentSummit Be Empowering
  • 40. #TalentSummit Be Empowering Employees Recruiting Colleagues • Treat your employees like adults • They understand Gross Misconduct • Empower your people to talk about work
  • 41. #TalentSummit
  • 42. #TalentSummit
  • 43. #TalentSummit
  • 44. #TalentSummit
  • 45. #TalentSummit NPR (National Public Radio), empower their employees to talk about work - good or bad - on social. They ask that they tag their conversations #NPRLife
  • 46. #TalentSummit
  • 47. #TalentSummit Be Empowering • Referrals by current employees is the top source of “above average” candidates • Formalise your Referral process • Version1 offer referral rewards for interview-stage referrals, not just successful referrals Employee Referrals
  • 48. #TalentSummit Be Empowering • Empower your employees to represent the company online • Leverage their enthusiasm online to attract new talent to your company • Formalise a Referral Programme to encourage your employees to think about hiring, bring in the best people Take Aways
  • 49. #TalentSummit Core Principles to Employer Branding 1. Be Proactive 2. Be Truthful 3. Be Social 4. Be Available 5. Be Empowering
  • 50. #TalentSummit@HollyFawcett

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