What tools do Talent Managers have to draw attention to their companies and drive applications? What role does Social Media play and what might the future bring? This presentation gives a subjective overview and outlook on the state and future of Talent Attraction.

1. Talent Attraction 2.0
- or "Why Facebook?"-
Christoph Fellinger, Beiersdorf - for ESCP Europe, Berlin 11.05.2012

2. Your task for the presentation:
Change sides:
Take the perspective of a HR Manager
looking for talent.

3. The starting point. Employer Branding.
What is Employer Branding?
Employer Branding is the
company's answer to the question
"Why should I work for you?"

4. The Employer Branding Funnel
OVERRIDING OBJECTIVE: STRENGTHEN EMPLOYER
BRAND PERFORMANCE ALONG THE BRAND FUNNEL
Attraction Retention
Awareness Attraction Recruitment Retention Commitment Engagement
‘Who is the ‘They are ‘I’m applying ‘I’ll stay ‘I give my best’ ‘I tell everybody,
company?’ relevant for me’ there’ there’’ how great it is to
work here’

5. If Talent Attraction 1.0 is …
Internships
Career Fairs
On Campus
Inhouse Events
Public Relations
Advertising
Guerilla Marketing

6. Then Talent Attraction 2.0 is …
?

7. Talent Attraction 2.0 is …
Internships
Career Fairs
On Campus
Inhouse Events
Public Relations
Advertising
Guerilla Marketing
ONLINE + OFFLINE

8. TR A TE G Talent Attraction 2.0 is …
Internships
Career Fairs
On Campus
INTEGRATION
Inhouse Events
Public Relations
Advertising
Guerilla Marketing
ONLINE + OFFLINE

9. Starting with examples?

10. Offline/Online Integration

11. Offline/Online Integration

12. So Talent Attraction 2.0 is…
OFFLINE+
1. Offline Marketing +
2. Career Website

15. trainee

17. Search Engine Marketing Effect
271%
Website
Visits !

18. Website.Mobile.
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

19. Website.Classic + Mobile.

20. Website.Controlling.
• How many Visits? • Page Views?
• What referrers? • Exit pages?
 PIMP YOUR WEBSITE !

21. Talent Attraction 2.0 is …
OFFLINE+
+
1. Offline Marketing +
2. Karriere Website +
3. Search Engines …
+ +

22. Talent Attraction 2.0 is …
OFFLINE+
+
+ SOCIAL MEDIA

23. What's in Social Media for Employers?
• Monitoring Google Alerts, Review Sites, Monitoring tools…
• Storytelling Blogs, Facebook, YouTube…
• Dialogue Facebook, Twitter, Boards, Review Sites…
• Talent Relationship Management LinkedIn, XING, Facebook …
• Recruiting Referral Programs + Sharing functions…
• Active Sourcing LinkedIn, XING, Expertsites, Blogs…
• Viral Marketing YouTube, Facebook, twitter, Pinterest …
• Guerilla Marketing JvM Neckar, Scholz&Friends…

24. More Examples?

25. Employer Review Sites

26. Recruiting.Sharing.

27. Leveraging your employees' network.

28. Facebook & Co:
more private than professional use
…staying in contact
…getting new contacts
… infos for my job or profession
… lifestyle infos
… economical or political
information
… infos on employers 
… other
"My priority use for private social networks is…"
(n = 1.078, Angaben bereinigt von Nicht-Usern von privaten sozialen Netzwerken. Angaben in Mittelwerten auf der Basis 0 („überhaupt
nicht“) bis 5 („sehr stark“)).
Quelle: Kienbaum Communications Studie Arbeitgeber-Präsenz in privaten sozialen Netzwerken aus der Zielgruppen-Perspektive, 8/2010

29. Authentic information and jobs rule.
Authentic insights
into the company
Infos on entry options
Current job openings
Infos on Career Events
Direct contact to the company
Detailed information
on Employment
Infos on the profiles,
the company is looking for
Exchange with other
users on Wall
Untersuchung der deutschen Karriere-Fanpages auf Facebook, Henner Knabenreich, 4/2010

30. Storytelling.facebook.

31. Storytelling.Blogs.

32. Storytelling.Video.
Professional vs. SemiProf vs. Home

33. The worst Employer Branding video ever.

34. Integration.Video.

35. Integration.Video.

36. Offline/Online Integration.

37. Interaction.

38. Leveraging
the network

39. Dialogue.

40. Real Dialogue.

41. Real Dialogue.

42. Real Dialogue.

43. Real Dialogue.

44. Staying in contact.
Talent Relationship Management.

45. Staying in contact.
Talent Relationship Management.

46. Direct Search.Recruiting.
http://recruitermembership.xing.com/en/start.html

47. Be aware.Issue Management.

48. The next big thing?
• Location Based Services
• Social Gaming
• Augmented Reality

49. location based services.foursquare.

50. Social Gaming.fliplife.

51. Social Gaming.fliplife.

52. Social Gaming.fliplife.

53. Social Gaming.Individual FB App.
http://www.youtube.com/watch?v=1cGGk0eaxUg

54. Far ahead.Augmented Reality.

55. Guerilla Marketing.
JvMNecker 'Trojan Recruiting' http://www.youtube.com/watch?v=vhnDunv-Ww4

56. Guerilla Marketing – or Viral?
Scholz & Friends 'Pizza Digitale: http://www.youtube.com/watch?v=SzqTDRThbiE

57. Wrap up:
1. Employer Branding provides identity and storyline.
2. Talent Attraction channels infos to target groups.
3. On- and Offline complement one another.
4. Social Media is not the sole solution – go 360°!
Thank you.
Questions?

58. Read on
Employer Branding today : "Optimise your communication budget":
www.employerbrandingtoday.com/blog/2012/03/19/optimise-your-
communication-budget/