This document outlines six rules for appealing to candidates without a well-known employer brand: 1) Don't be afraid to make the first connection, 2) Create a sense of missing out to generate interest, 3) Focus on impact over ego, 4) Move candidates through the process quickly while iterating strategies, 5) Tell good stories about the company and employees, and 6) Leverage current employees' networks to find new talent. The panelists from Apex Clean Energy, Cytora, and Calendly provide examples of how to apply these rules in talent attraction.

1. The Rules of Talent Attraction:
Appealing to Talent Without a Big Brand
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Today’s Speakers

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Kate Riney
Marketing Manager
Calendly
Ben O’Mahony
Talent Director
Cytora
Ali Tankiewicz
HR Associate
Apex Clean Energy

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Apex Clean Energy
Ali Tankiewicz
HR Associate
Apex Clean Energy

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Ben O’Mahony
Talent Director
Cytora

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Kate Riney
Marketing Manager
Calendly
Calendly

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What You’ll Learn Today
• 6 rules for appealing to candidates when you don’t
have a well-known employer brand
• How to get the whole company involved in your talent
attraction strategy
• Creative ideas and examples you can borrow
• Live Q&A with our panelists
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RULE #1
Don’t be afraid to
make the first move
in creating
connections.

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By connecting potential talent
directly with their future manager
or teammates, we foster
conversations that:
● Create a two way street of
evaluation
● Highlight our mission for the
position beyond the job
description
● Promote indirect successes!
Example: 16% of our 2018 hires were the result
of “making the first move”. And, 8% were referrals
from these conversations!

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RULE #2
Create “FOMO.”

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Our “invite only” HR Newsletter
gives our pipeline access to:
● First notice of new positions
● Links to thought leadership articles
● Invites to connect personally with
relevant team members and
leadership at Apex
● What our CEO is reading or
attending
Example: In 6 months of use, we’ve grown our “insiders group”
to dozens of genuinely talented, interested, and viable
candidates. We see an average of 70%+ click rate, our
LinkedIn connections are through the roof (they actually called
me to ask what we were doing), and we now have the problem
of having “too much great talent to choose from”.

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RULE #3
Impact, not Ego.

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You aren’t Facebook or Google so
don’t act like them:
● Never assume people will join you
just for you, make sure you sell
them on your company
● Don’t add in loads of random hoops
to jump through
● Talk about what you can do for the
candidate not what the candidate
can do for your company

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RULE #4
Ship fast & iterate.

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● Share social content
quickly, before you are
fully comfortable >>>>
● Move candidates through
the process fast!
● Book the next stage after
the previous stage has
been booked
● 17 days from sourced to
offer, in Tech!

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RULE #5
Tell good stories.

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Example: Craft employee testimonials and profiles in a variety of
mediums like blogs and videos or even shorter form social media
content. Our video profile of engineering manager, Andrew Terris had
an 82% play rate and 7.6% conversion rate.
To get someone to move from
one company to another is a big
change. You have to inspire
them and give them a vision
where they are the lead character.
If you want them to see
themselves in a different context,
then you have to create a story
that resonates with the candidate
in such a way that they see
themselves at your company.

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RULE #6 Ask the talent you
have to find the
talent you want.

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Leverage your in-network
talent:
● Have a sourcing party
● Throw an open house
● Host an industry meetup
Example: Calendly regularly hosts meetups like Ladies that UX at our
Atlanta HQ. We also throw routine sourcing parties and host
industry career fairs like HackerX.

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6 Rules for Talent Attraction
• #1 - Don’t be afraid to make the first move in creating connections.
• #2 - Create “FOMO.”
• #3 - Impact, not Ego.
• #4 - Ship fast & iterate.
• #5 - Tell good stories.
• #6 - Ask the talent you have to find the talent you want.
© 2019

21. Thank You!
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