Use Branding to Attract STEM Talent

Editor's Notes

• #5: Recruiting should work closely with the Marketing/Branding/Social teams
• #6: How Do Techies Talk? On line user forums (GitHub, ….) Close circle of trusted friends (employee referrals) Money not motivator (just having a bounty does not work best) Desire to LEARN (since childhood) Community Social Media (not JUST the basics – they are part of forums) Talent Community (they want to be part of the conversation and solutions) Marketing Recruiting = Marketing Pushing information from CRM tools to specific people Dynamic Career Portal Needs to change, little text and lots of images Employee Referrals Gamifiy the process with tools Top source of hires, should have internal campaigns (your $2500 policy on the intranet is useless without marketing) Technology Choose wisely Know what you require it to do Review Sites Glassdoor has lots of “big data” on your company (what people are saying, when they say it – ex vs. current) – 70% of GD is positive reviews Be part of the conversation Listen to the themes and make the changes.
• #8: Make the audience care: Simba lost his dad, Nemo was lost– people want to work for a company that connects with THEM (their intrinsic needs). What is your proposal (flexibility, family, great technology etc…) JOKE: Boss is out with his employee and show him a Gulfstream, large home, nice cars and tells him “if you work hard, I can have all that” Take them with you Every story has a promise at it’s heart, a journey or adventure; Frodo sets out on a quest – people want to understand their daily adventure / quest Be intentional Always an inner motivation driving toward an overarching goal – Russell Crowe (Maximus) wanted revenge – people want to earn a living for their family and not feel like a gladiator in battle Let the audience like you Remember all of Rocky’s trials? Rudy? Frodo? We like them for what they go through! – Show people what their everyday trials / work will really be like Delight the audience When Luke Skywalker destroys the Death Star the audience has a purge of emotions (relief, fear, shock) – people want to see something interesting or funny, show them a lighter side of real people
• #9: People want to see & hear your story NOT your novel!
• #10: Audience Who are you talking to (Engineers, Marketing etc…) What are THEY attracted to? Where do THEY hang out? Have you sampled your tech population? Have you asked specific questions to techies about “what they want” Top Performers? Theme What issues are you addressing (i.e. CULTURE / TECHNOLOGY / PRODUCTS) – must know your audience Job Security Style Funny Serious Informational Sarcastic Script Culture: cool stuff, amenities Product: See your product completed (microchip vs consumer good) – discuss advantages
• #11: CRM Create campaigns that matter Proactive sourcing and marketing vs post and pray Hashtags – discuss UGA career fair and driving people to it (conference #’s) make students interested! Campaign Ideas: Campus recruiting events Identify WHO you are i.e. work is like a family (campaign around pictures, vids etc on “#workfamily – Vine, Insta, etc.. Answer “WHY” OR “HOW” – “How to get a job with us”…..”Why you want to work for _____” When to Post: Pictures get more clicks than anything else!
• #12: Identify How are you identifying with millennials? High School? Introverts People identify with pictures and videos Relationship Taking a job is like marriage, provide a internal employees with highlights of the relationship Share Company Life Milestones Hired the 100th person this year Just released xyz software Gamification Build a points system and create awards for actions Good grades or awards in school College achievements
• #13: Job descriptions Footer and links (so when you do post it leads to something interesting Techies are not “looking” for jobs – consider posting via video Zappo’s example of proactive sourcing model Employees (word of mouth) How are they encouraged / incentivized (gamification, rewards?) LinkedIn Header, top of company, video links Social Video, Be part of the discussions (forums, blogs, etc…) Blogs Employee written and owned Not part of the “company” Mobile Internal recruiting just as important EVERYTHING should be mobile optimized