WINNING HEARTS & MINDS: ESSENTIAL MARKETING PRINCIPLES FOR GAME-CHANGING RECRUITING

HAVE YOU EVER BEEN TOLD … “YOU NEED TO THINK LIKE A MARKETER” … ?

FOUNDATIONS THE POWER OF BRAND

FOUNDATIONS BRAND & BRANDING “A BRAND IS THE IDEA BEHIND A COMPANY ’ S IDENTITY, THE IMPRESSION PEOPLE HAVE OF YOU. A BRAND IS WHAT YOU STAND FOR, BELIEVE IN, BEHAVE LIKE, AND HOW YOU ARE PERCEIVED BY THOSE THAT CONDUCT BUSINESS WITH YOU OR OTHERWISE EXPERIENCE INTERACTION WITH YOU. I T ’ S THE COLLECTIVE SUM OF WHO YOU ARE AS AN ORGANIZATION. A BRAND TAKES TIME TO BUILD, BECAUSE IT ’ S DEFINED BY WHAT OTHERS THINK ABOUT YOU, AND SUCH IMPRESSIONS ( BE THEY POSITIVE OR NEGATIVE ) TAKE TIME TO FORM AND BUILD.”* *

FOUNDATIONS BRANDING IS ABOUT SHAPING PERCEPTION THE JOURNEY AWARENESS CONSIDERATIONDECISION ADOPTION ADVOCACY I KNOW IT EXISTS IT MUST BE STABLE IT MUST BE SUCCESSFUL

WHAT MARKETERS UNDERSTAND: 6 ESSENTIAL PRINCIPLES * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

PRINCIPLE #1: PEOPLE TEND TO BUY NOT OUT OF RATIONALITY,BUT PERSONALITY. * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

IMPLICATIONS 4 RECRUITERS (1) KNOW YOUR AUDIENCE WHO IS YOUR IDEAL APPLICANT & WHY ? WHAT DOES S / HE VALUE ? WHO DOES S / HE CONSIDER AN IDEAL EMPLOYER & WHY ? WHAT KIND OF VISION INSPIRES THIS PERSON ? WHAT KIND OF STORY DOES S / HE NEED TO BE TOLD & HOW ? PRINCIPLE #1:PEOPLE TEND TO BUY NOT OUT OF RATIONALITY,BUT PERSONALITY.

IMPLICATIONS 4 RECRUITERS A COMPANY CAN ADD VALUE IN THESE AREAS : REPUTATION & IMAGE — ETHICS | PRESTIGE | INNOVATION | FINANCIAL STRENGTH | CITIZENSHIP | ETC. PEOPLE / CULTURE — LEADERSHIP | MERITOCRACY | DIVERSITY | CREATIVITY | ETC. JOB CHARACTERISTICS — RESPONSIBILITY | CHALLENGE | SECURITY | COLLABORATION | ETC. REMUNERATION — COMPENSATION | BENEFITS | WORK / LIFE BALANCE | ETC. OPPORTUNITY — TRAINING & DEVELOPMENT | ADVANCEMENT | ETC. PRINCIPLE #1:PEOPLE TEND TO BUY NOT OUT OF RATIONALITY,BUT PERSONALITY. (2) KNOW THE VALUE YOU ADD

PRINCIPLE #2: PEOPLE ARE SOCIAL BEINGS AND WANT TO BELONG. * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

PRINCIPLE #2:PEOPLE ARE SOCIAL BEINGS AND WANT TO BELONG. IMPLICATIONS 4 RECRUITERS KNOW YOUR COMPANY WHAT CENTRAL IDEA UNIFIES YOUR ORGANIZATION ? WHAT ARE YOUR TRIBAL COLORS ? HOW IS BELONGING BUILT AND NURTURED IN YOUR ORGANIZATION ? THE FOCUS SHOULD BE ON RELATING & RELATIONSHIPS OVER SALES

PRINCIPLE #3: “NOT EVERY CONSUMER IS OUR CONSUMER.” * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

PRINCIPLE #3:”NOT EVERY CONSUMER IS OUR CONSUMER.” IMPLICATIONS 4 RECRUITERS IT’S NOT ABOUT WHOSE RESUME YOU’LL ACCEPT, IT’S ABOUT WHOSE RESUME YOU WANT. WHOSE RESUME MUST YOU HAVE ? AND WHY ? FOR EXAMPLE, WHAT TYPE OF ENVIRONMENT EXISTS WITHIN YOUR ORGANIZATION ? HOW VITAL IS CULTURE ? OBJECTIVE : MAKE COMMUNICATIONS AS PERSONAL TO YOUR TARGET CANDIDATES AS POSSIBLE ( AND ALLOW OTHERS TO SELF - SELECT OUT )

PRINCIPLE #4: WIN THE HEART AND THE HEAD WILL FOLLOW. * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

PRINCIPLE #4:WIN THE HEART AND THE HEAD WILL FOLLOW. IMPLICATIONS 4 RECRUITERS TELL COMPELLING STORIES. INVITE YOUR TARGET CANDIDATE INTO THE STORY AND HELP HER SEE HOW SHE CAN MAKE IT HER OWN.

PRINCIPLE #5: THE PSYCHIC REWARD IS AS IMPORTANT, IF NOT MORE SO, THAN THE PRODUCT ITSELF. * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

PRINCIPLE #5:THE PSYCHIC REWARD IS AS IMPORTANT, IF NOT MORE SO, THAN THE PRODUCT ITSELF. IMPLICATIONS 4 RECRUITERS WHAT WILL THEY FEEL? WHAT IS THE CRITICAL BENEFIT A CANDIDATE WILL EXPERIENCE AT YOUR ORGANIZATION THAT S / HE WON ’ T FIND ELSEWHERE – OR IN WHAT WAY ( S ) WILL S / HE EXPERIENCE IT DIFFERENTLY ?

PRINCIPLE #6: SUCCESS IS BEING SIGNAL AMIDST THE NOISE. * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

PRINCIPLE #6:SUCCESS IS BEING SIGNAL AMIDST THE NOISE. IMPLICATIONS 4 RECRUITERS WHERE DO YOU WIN? DIFFERENTIATION IS IMPERATIVE *. REASON #1: THERE ’ S NO COMPETITION IN A CATEGORY OF ONE. REASON #2: THE RARER SOMETHING IS, THE MORE PEOPLE WILL WANT IT. * NOTE : THIS ASSUMES YOU KNOW YOUR COMPETITORS FOR TALENT & HOW THEY ’ RE POSITIONING THEMSELVES TO POTENTIAL CANDIDATES.

PUTTING IT ALL TOGETHER * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

IMPLICATIONS 4 RECRUITERS BRAND IS … AN INVITATION PERSONAL EMOTIONAL STRATEGIC

A CHECKLIST * INSIGHTS FROM STEVE MCKEE: POWER BRANDING: LEVERAGING THE SUCCESS OF THE WORLD’S BEST BRANDS. PALGRAVE MACMILLAN: NEW YORK

WHERE DO WE STAND? WE HAVE IDENTIFIED OUR ORGANIZATIONAL PURPOSE WE KNOW WHO REPRESENTS BEST - FIT TALENT WE KNOW WHAT OUR BRAND MUST REPRESENT TO THIS TALENT AND WHAT OUR VALUE PROPOSITION IS — ORGANIZATIONALLY & BY DISCIPLINE OUR EMPLOYEES KNOW OUR PURPOSE & BELIEVE IN IT OUR PROGRAMS, PROCESSES & SYSTEMS REINFORCE OUR BRAND WE RECOGNIZE ON - BRAND BEHAVIOR AND CELEBRATE IT OUR EXTERNAL COMMUNICATIONS ARE CANDIDATE - CENTRIC, DEMONSTRATING KNOWLEDGE OF WHO THEY ARE AND WHAT THEY VALUE OUR EXTERNAL COMMUNICATIONS SEEK TO RELATE MORE AND SELL LESS WE ARE FOR THE CANDIDATE IN OUR ATTITUDES AND APPROACH THROUGHOUT THE EMPLOYMENT LIFECYCLE — WE EMPLOY TECHNOLOGY AS A MEANS TO AN END, NOT THE END ITSELF

QUESTIONS?