recruitDC - Fall 2016 Will Staney | Proactive Talent Strategies, LLC| Founder & CEO

1. HEADING
How to Attract Top Talent as an
Unknown or Misunderstood
Brand
Proactive | Your Recruiting Strategy. Optimized.
By Will Staney
#recruitDC

2. About Will
With a combined total of 7 years in the Talent
Acquisition industry, Will Staney is the Founder of
Proactive Talent Strategies, LLC, a consulting company
focused on Talent Acquisition Strategy, Employer
Branding, OnDemand Recruiting, and Training.
#recruitDC

3. Does your employer brand feel like this?
1
Proactive | Your Recruiting Strategy. Optimized.
#recruitDC

4. Creating Course
1
Proactive | Your Recruiting Strategy. Optimized.
1. Creating a compelling EVP
2. Telling authentic stories that resonate
3. Empowering your employees as brand
ambassadors
4. Building your marketing machine
5. Learning from success stories
#recruitDC

5. Write a compelling EVP
1
Proactive | Your Recruiting Strategy. Optimized.
Develop
#recruitDC

6. 1. Gather Data
1
Proactive | Your Recruiting Strategy. Optimized.
❏ Why did you join? Why do you stay?
❏ How did they find out about the company?
❏ What motivates them?
❏ Fair compensation?
❏ Do your managers make you feel rewarded?
Surveys
Anecdotal
Group
brainstorms
#recruitDC

7. 2. Analyze
1
Proactive | Your Recruiting Strategy. Optimized.
Example: 70% of
employees say that
having an impact on
customers makes them
love their job
Dive into your
data → Look
for
commonalities
#recruitDC

8. 3. Develop
1
Proactive | Your Recruiting Strategy. Optimized.
❏ Craft your value proposition: Simple overarching statement
that becomes the essence of your brand commitment
❏ Clarify areas of focus to support your EVP. For example:
❏ Career Development
❏ Work/Life Balance
❏ CSR
❏ Test your EVP against your HR Strategy
❏ Do your HR practices reflect the EVP?
❏ Run the EVP by a focus group of employees
❏ Revise if needed.
#recruitDC

9. 4. Deliver
1
Proactive | Your Recruiting Strategy. Optimized.
❏ Recruitment Marketing/Employer Branding efforts
❏ Recruiting process
❏ Onboarding
❏ Career development/Performance Management
❏ Employee Engagement/Experience
❏ Exit stage
Incorporate your EVP
into:
#recruitDC

10. Empowering your employees as brand ambassadors
1
Proactive | Your Recruiting Strategy. Optimized.
❏ Don’t put words in their mouths
❏ Make it easy - communicate what employees can do
❏ Offer a class on personal branding
❏ Create an Employer Branding Playbook
But what if companies
recruit my people?
#recruitDC

11. Building your marketing machine
1
Proactive | Your Recruiting Strategy. Optimized.
❏ Steps to building the strategy?
❏ Define the Audience/Personas
❏ Channel Strategy
❏ Content Strategy
❏ Editorial Calendar
❏ Distribution strategy
❏ Tie it back to hiring strategy
Content feeds the
whole machine
#recruitDC

12. Building your marketing machine (cont.)
1
Proactive | Your Recruiting Strategy. Optimized.
#recruitDC

13. GoDaddy
1
Proactive | Your Recruiting Strategy. Optimized.
Before
❏Bad rep, a few bottom of the
barrel marketing practices in
the past
❏Little knowledge about what
the company did beyond
domain registration
After
❏Reinvented themselves as a
champion of small businesses
❏Focused on employee
engagement and culture
❏#GoDaddyLife
❏Personal responses to
Glassdoor reviews
❏Referral program
#recruitDC

14. SAP
1
Proactive | Your Recruiting Strategy. Optimized.
Before
❏Distributed recruitment
marketing and employer
branding efforts by region
❏Seen as not innovative, older
on-premise tech
❏Doing some amazing things in
cloud computing but know one
knew about it
❏Acquired a lot of great tech
companies and talent which
was changing the culture for
the better
After
❏Consolidated regional careers
pages
❏Built out Life at SAP to share
employee experience and
culture
❏New college grad academies
and internships
❏Have won dozens of awards for
their use of social media and
technology to attract talent
#recruitDC

15. Questions?
#recruitDC