Master the three dimensions of talent magnetism, reach, reputation and experience to attract and engage talent and build a community of future workers.

1. TALENT
MAGNETISM
Strategy Director, Cielo
Dawn Hollingworth

2. WE BECOME YOU™
CIELO’S EMPLOYER BRAND PRACTICE
Equal parts strategic, creative and focused on results
Global team of consultants, strategists,
researchers, storytellers, brand-developers,
designers, website builders, social media
experts, and award-winning professionals.
We help clients develop employer brand,
candidate attraction, and communication
strategies that are globally consistent,
locally relevant, sustainable and successful.

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DEFINITION OF MAGNETISM?
An unusual ability
or power to attract.attract.

4. WHAT’S IN IT FOR
YOUR BUSINESS?

5. WE BECOME YOU™
WHY BECOME A TALENT MAGNET?
90%
of your business
is in people

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REACH + REPUTATION + EXPERIENCE = TALENT MAGNETISM

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WHAT’S IN THIS SESSION FOR YOU?
Opportunity to:
• Engage with core principles of how to boost Talent Magnetism
• Evaluate your current level of Talent Magnetism (top-level)
• Identify next steps for boosting your Talent Magnetism
40%
extra firm-wide productivity is enjoyed
by firms with an engaged workforce

8. REACH
“A tribe is a group of people connected to one
another, connected to a leader, and connected to
an idea. A group needs only two things to be a
tribe: a shared interest and a way to communicate.”
Seth Godin

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REACHING YOUR TALENT TRIBE / BUILDING YOUR COMMUNITY
Visibility
Website
Social Media
Advertising
Events
Competitions
Brand/PR
Direct approach
Source +
Email
LinkedIn
Mail
Phone
Networking
Applicant/ Talent community
Keep-in-touch
1-to-1 conversation
Open days/evenings/meet the team
Virtual open houses
Virtual experiences/games
Chat-bots
Introduction
Employee referral
Candidate referral
Agency

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WHAT GOOD LOOKS LIKE
Considered candidate engagement
“Ultimately, it is your people who are going to
innovate, design and deliver exceptional
experiences and products to your customers.”
Talent magnetism… consumer loyalty
• Thoughtful, segmented messaging
• “You” focused
• All elements of EVP covered
• Engaging, inspirational language
• Consumer-grade videos
• Cross-over consumer content, esp. re: D&I
• Strong digital footprint and communities

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WHAT GOOD LOOKS LIKE
Great results on a lower budget
New employer branding
- Fully segmented
- Multiple media
- Multiple channels
RESULTS
• Improved new hire satisfaction score: 94%
• Improved hiring manager submit ratio: averaged
at 3:1 outperforming goal of 5:1
• Improved time to hire – average for tier 1 positions
at 24.5 days, outperforming 35-day goal and tier
2 positions at 48 days, outperforming 55-day goal.
• Award winning: most effective employer branding.

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EXERCISE – FOR YOU TO DO IN YOUR OWN TIME
Assessing your reach into the talent market

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• Integrate careers-related content into corporate channels = instant reach-booster
(both social media and PR)
• Raid Glassdoor/Indeed for a quick talent intelligence update
• Refresh your tone of voice (automated/templated communications)
• Ask your people to appraise your current outreach communication – is it current, credible and
compelling?
• Connect the dots between your web and social channels – make it easier for candidates to
stay on your territory
• Estimate the 80/20 rule: which of your channels are smashing it? Where can you re-route
resource/optimise investment?
• Re-ignite your referral programme: boost your reach
• Raid internal channels for content gems you can repurpose
• Consider a license-based social sharing platform
QUICK WINS

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JobsTheWord - Talent mapping platform
• Locate your resource
• Skills-based searches
• Geographically specific
• Market and competitor intellligence
• Licensed-based model
SoAmpli - Social sharing platform
• Empower your people to amplify your messages
• So Ampli starts at £500 per month for 50 individuals
= 550,000 clicks on content = £5,600 worth of media
Meet and Engage/Virtual Open House – Engagement Platforms
• Virtual events – unlimited content – live/on-demand – great candiX
HOT TECH TIPS

15. REPUTATION
“Your brand is what people say about you when
you are not in the room.”
Jeff Bezos
“Build brands not around products but around
reputation.”
Richard Branson
“What’s in it for me?”
A. Candidate

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REPUTATION

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BURIED TREASURE
• What great sales messages do
you use that are missing from
your website?
• Where and how else could you
leverage those points?

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QUICK WINS
• Make a list – what other hidden treasure do you have?
• Leverage employee endorsements – raid Glassdoor/Indeed/Surveys
• Feature soundbites on your website and social media channels
• If your reviews are really great, link to GD/I or even live-stream
• Encourage positive endorsements – ask during review process/after salary increase.
• Emphasise your assets – e.g. if your culture is awesome, make it shine on your website.
• Make content go further – chop up videos, create video snippets for social media, re-purpose
quotes etc.
• Become an engaged employer on Glassdoor
• Ask your employees to submit 15-second videos about what’s best about working for you
• Feature your awards/ratings prominently on your site

19. EXPERIENCE
“I’ve learned that people will forget what you
said, people will forget what you did, but people
will never forget how you made them feel.”
Maya Angelou

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A LESSON FROM VIRGIN MEDIA…
Every year thousands of people apply for jobs with
Virgin Media…many of them are customers.
• In 2014, 7500 customer-candidates cancelled their
contracts with Virgin Media because of a lousy
candidate experience. The cost to the business was
estimated at £4.4million loss of revenue.
• Executive Leadership backed investment into the
candidate experience and employer brand.
• Virgin Media partnered with an external agency to
design a truly candidate-focused journey, leveraging
the best of technology, creativity and personal touch
to impress and delight candidates, irrespective of
whether or not they were successful.
• They now estimate that candidate experience is
worth an extra £5.3 million to the business in
saved/extra revenue.

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MAPPING EXPERIENCE

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REMEMBER THIS? https://www.youtube.com/watch?v=pNfj6kYDtnM

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IMPACT OF APPLICATION TIMES ON COSTS
(VOLUME hiring)
Example: Bupa site.
30-minute application
reduced to 3 clicks. 700%
improvement
SHORTER APPLICATIONS = LOWER COSTS + FASTER HIRING RATIOS
1 - 5 6 - 15 15 +
£13.85
£7.17
£4.01
# of Minutes
£16.00
£14.00
£12.00
£10.00
£8.00
£6.00
£4.00
£2.00
£
75,000 applications to achieve 2000 hires
2000 hires = total media cost of £1,038,750
2000 hires savings in moving from 15+ min to 1-5 min = £295,200 / yr
[Reduction in media costs = the savings] Therefore:
If you reduce your application process from 15min+ to 1-5 mins, you are likely to save 28%
on media costs. AND you improve time-to-hire because you’re not losing viable candidates.

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CREATIVITY – YOUR TRUMP CARD

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WORTH VISITING…

26. RESULTS
“Superhuman effort isn’t worth a damn unless
it achieves results.”
Ernest Shackleton

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HEINEKEN RESULTS
• Career Page viewers nearly quadrupled after the launch of the campaign
• New monthly followers more than doubled at launch of campaign – building talent community
• Job applications doubled during the campaign
• They hired more of those applicants than any other company = better matching and better
magnetism

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o2– DIGITAL HIRES
Sophisticated targeting, tailored
messaging and vibrant credentials
turned the right heads.
RESULTS
• Microsite performance higher than usual
career pages
• 1,000% increase in content engagement
• NO 3rd party media spend, 45 premium
digital hires
• Approximate saving against standard hiring
process, c£450k

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WHAT GOOD LOOKS LIKE - ABI RESULTS
Recruitment metrics for emerging talent – 6-month period (Sept. to March)
1000% increase in applications (8,000 in total)
500% increase in visits to the careers site
(50,000 in total)
41% of site visits were driven from social media
33% of applications were from focus universities
(compared to 20% in previous year)
108% improvement in conversion from Assessment
Centres to final Panel (71% compared to 34% in
previous year)
106% improvement in conversion from Final Panel
to Offer (93%, compared to 45% in previous year)

30. WE BECOME YOU™
• Know your audience
• If it’s good for the candidate, it’s good for you
• Be conversational, be quick, cut clicks
• Map your candidate journey
• Prioritise your problem areas
• Any step forward is a good step!
PRINCIPLES/KEY TAKEAWAYS

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THANK YOU
Please don’t be shy….
Dawn Hollingworth
Strategy Director – Brand,
Communications and Engagement,
Cielo
dawn.hollingworth@cielotalent.com
M: +44 (0)7808 202920