The Intersection of Talent Acquisition & Marketing

1. The Intersection of Talent Acquisition & Marketing
Talent Brand

2. Introductions
​Jamie Drayton
​Talent Brand Consultant
​LinkedIn
​Lauren Larose
​Talent Brand Consultant
​LinkedIn
​Rebecca Feldman
​Global Marketing and Education Program Manager
LinkedIn

3. Agenda
• Key terms (refresher)
• Overlap between Talent Branding and Marketing
• Optimize your Talent Brand using Classic Marketing Tools
• Ways to Promote Brand on LinkedIn

4. Consumer Brand is:
The attributes and value that are associated with
your company’s products and services

5. Employer Brand is:
The attributes and value that are associated with
your company as a place to work

6. Talent Brand is:
the highly social, totally public version of your
employer brand that incorporates what talent
thinks, feels, and shares about your company as a
place to work.

8. Marketing and Employer Branding:
communicating and amplifying the value of a brand
to your target audience

9. Talent Branding is Marketing
Goal
Audience
Messaging
Call to Action
Customer
Journey
Sales Hires
Prospects and
customers
Candidates and
employees
Consumer Value
Proposition
Employer Value
Proposition
Purchase our
products or services
Come work with us
Awareness  Interest 
Intent  Purchase
Awareness  Interest 
Application  Hire
Marketing Talent Branding

10. Overlap is an opportunity for collaboration
Awareness
Interest
Intent
Purchase
Awareness
Interest
Application
Hire
CHRO
Employer Brand Manager
Recruitment Marketing Specialist
Social Media Manager
Content Strategist
Recruiter
Sourcer
CMO
Brand Manager
Digital Marketing Specialist
Social Media Manager
Content Strategist
Marketing Manager
Marketing Coordinator

11. Work your consumer brand into your talent brand
What makes people passionate about your company?

12. Optimizing your Talent Brand
using classic marketing tools
Optimize your Talent Brand using
classic marketing tools

13. Talent Brand SWOT analysis
Refine your strategy by enhancing your understanding
Strengths Weaknesses
Opportunities Threats
Internal
External
Negative
Positive
Great vacation policy
Travel perks
Growing company
Long hours
Low pay
Cool perks Highly regulated
industry
What about your
company is attractive to
potential candidates?
What about your
company is not
attractive to potential
candidates?
What about your
industry is attractive to
potential candidates?
What about your
industry is not attractive
to potential candidates?

14. Audience segmentation
Understand are the characteristics of the talent your organization
needs
Demographics
Years of experience
Seniority
Industry
Skills
Function
Degree type
Psychographics
Work/life balance
Competitive pay
Challenging Work
Good benefits
Inspirational Leaders
Behaviors
LinkedIn
Facebook
Job Boards
Career Fairs
Employee connections
Passive vs. Active
Geography
Actual geographic location
Cultural nuances
Currently employed
Undergrad
Grad school
Target
Candidates
Who are they? What are their values
and attitudes?
How do they interact
with companies? Where do they live?

15. Demographics Psychographics
Behaviors Geography
Flight
Attendants
Audience segmentation
Understand the characteristics of the talent your organization needs
Who are they?
What are their values
and attitudes?
How do they interact
with companies?
Where do they live?
19+
Bilingual
Hold valid passport
Safety mindset
Love to travel
Networking
LinkedIn
Job Boards
Across Canada

16. Audience segmentation
Create actual “people” with backstories and photos
Example: Who is Jenny?
Jenny is a flight attendant with WestJet, she’s been working with WestJet for the past
5 years based in Calgary.
Jenny had a background in serving and bartending before joining on with WestJet.
She loves interacting with people and travelling.
Jenny loves working with WestJet but wants to travel more of the world. She’s single
and not looking to settle down anytime soon.
On her days off Jenny is spending time with her friends, planning parties, hosting
wine nights, updating her Facebook page with all of her adventures – she stays very
connected.
What is a persona?
A fictional character created to represent a different
candidate type that might be a fit for your jobs.
What does she do for
work?
What is her background
and education?
What motivates her?
What does she do in
her spare time?

17. Audience segmentation
LinkedIn can help you define these personas with some of our data

18. Talent Brand Positioning
Mapping yourself against competition
Highly Desired
Culture
Less Desired
Culture
High PayLow Pay
1. Define the factors you’re
competing on
 Pay and benefits
 Work/life balance
 Corporate culture
 Career development
 Innovation
2. Map yourself against your
competition
 Understand how your
key talent see you in
the market place

19. Ways to promote your
Talent Brand on LinkedIn

20. Today’s talent brand leaders are
leveraging existing marketing tactics
Drive candidates through the funnel with targeted outreach
Awareness
Interest
Intent
Purchase
Awareness
Interest
Application
Hire
Targeted Ads
Content Marketing
Career Pages
Talent Communities
Sponsored Jobs
Talent Direct
Targeted Ads
Content Marketing
Showcase Pages
Lead Accelerator
Text Ads
Sponsored inMails
Future
Customers
Future
hires

21. Key Takeaways and Action Items
1. Collaboration and alignment
will lead to most effective
Talent Branding
2. Leverage the 3 marketing
exercises to analyze and
optimize your talent brand
strategy
3. Find the overlap of your
consumer and talent brands
and use tactics that help
both

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