Dan Galante

https://business.linkedin.com/talent-solutions/blog/2012/10/new-employer-brand-research

Brands use Marketing to increase Sales, Revenue, and to beat the competition. While this is a great strategy, a brand is only as good as its talent. Yes brands are in competition to get and keep customers; but they are also competing to get and keep great talent. In order for Brands to grow, they need great talent in every function of the business.

http://ceoworld.biz/2015/06/08/infographic-2015-global-recruiting-trends/

For Brands to be able to attract top talent, they need to be a desired place to work. To be a desired place to work, they need to understand what motivates their employees. While this will vary by industry and company size there are similar things that many employees seek. These include:

1. Feeling valued for their contributions
2. Freedom to do interesting work and solve intriguing problems
3. Fair and competitive compensation including incentive and performance pay
4. A fun place to work with activities to bond with co-workers.

      5. Training and advancement opportunities

If these things listed above are in place, Brands are on the right track to building a great talent brand provided their product offerings are solid.

Getting employees excited about coming to work each day will increase the talent pool by generating word of mouth. When people have something good they tell their friends.

http://ibmempbranding.com/what-is-employment-branding-3/

Beyond the offline word of mouth, Brands need to own their identity online by in-sourcing their online and offline assets. This starts with their own websites, digital properties and collateral used to sell their offerings. With talent branding, Brands are selling prospective employees on the idea of applying and wanting to work for their company in a particular role. This is similar to marketing their commercial offerings to potential customers.

Brands will need to conduct Market Research to understand who their competitors are and where they stack up in the talent market. Compensation, Company Culture, intelligence from applicants.

https://s-media-cache-ak0.pinimg.com/736x/50/a6/39/50a6390cb7cc807bb60271db9e42ec1c.jpg

Information from this research can be used to develop a positioning strategy that can be applied to the talent brand.

Every Brand should have a career page on their website as this will drastically reduce recruiting costs. This page should include the following:

1. Pictures of employees from each function with a short bio and why they chose to work at the brand
2. Perks offered with story on company culture
3. An application that is easy to fill out. i.e greenhouse.io or a form with a file for a cover letter and resume. Greenhouse can be linked with LinkedIn. 
4. Social Sharing buttons for job postings                                                                    

Creating Engaging Job Descriptions 

The function head, marketing and HR need to collaborate to write job descriptions that convince applicants to apply, similar to copy-writing for commercial offerings.

Providing candidates with a great recruiting experience is key to making as with out this your talent brand will suffer.

Empowering and providing incentives to employees

Encourage employees to share company content and jobs on LinkedIn. Also encourage employees to make referrals with incentives for referrals that are hired.

If you are not happy with the amounts of applications post the jobs on LinkedIn and Indeed to widen the applicant pools. Niche site may work as well.

This is how to use Marketing to build a great Talent Brand.

About the Author 

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign & a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales & Marketing Rep in NYC. In this role, he taught & trained Dentists on the company’s products & services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes & publishes a business blog on the topics of Sales, Marketing & Social Media entitled Sales, Marketing & Social Media Today; which has grown to over 17,000 followers on LinkedIn & over 13,000 on WordPress.

Dan is seeking a full-time marketing role in Direct, Inbound, Digital, Content & Social Media Marketing. He is willing to be a CMO to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

Social Networks are places where people congregate; making them great sources of Market Research and Revenue. As a result, Social networks are looking for new revenue streams. The latest revenue channel for them is E-commerce.

Facebook is partnering with Shopify to launch Facebook shops. The social network is the latest to get in on the E-Commerce business.

Last year at SMX East, Google and YouTube shared how they are allowing people to shop online for products. Google also shared people’s buying behavior. I have included parts of the article below.

In Google’s Keynote, I learned how businesses can get an edge during the holidays. I also learned of Google’s plan to use Google Images and YouTube for E-Commerce. Google is also allowing businesses to use location-based Ads in Google Maps.

The key insights of the presentation were:

1. According to Google most shopping visits start online.

2. When diners search for a great place to eat the searches are probably happening on a smartphone.

3. When people are online in cars, more than half of them are searching for information on a mobile device making localization and targeting important.

4. 2/3’s of shoppers say that online video has given them insight and inspiration to make purchases.

5. Shoppers use at least 3 channels or more when shopping.

6. Brands need to provide an omnichannel channel experience all year, especially during the holidays.

7. Sales are happening online and offline. As a result of this shift, Brands need to serve customers on the channels of their choice.

Would you shop on a Social Network? Share your thoughts.

I surveyed my audience on LinkedIn about their holiday spending intent, method of purchase, types of purchase, and sentiment in the U.S. Consumer spending is always top of mind for marketers, sellers, and retailers. With inflation on the rise, consumers spend differently than when inflation is low.

I asked my audience four questions.

1. How has inflation impacted your holiday spending?
2. Which types of holiday gifts are you buying?
3. How did you buy your holiday gifts this season?
4. Did you use shoppable ads to make a purchase?

Below you can find the results of each survey question.

1.How has inflation impacted your holiday spending?

As you can see, 60% percent said they spent less during this holiday season. Consumers must see value in what they are buying. Brands need to create memorable experiences for consumers with their offerings.

2. Which types of holiday gifts are you buying?

This survey was split across different categories. Gift cards were top at 33 % percent of those surveyed saying they were buying gift cards and giving cash as a gift. Experiences and electronics were tied at 25 %. Media was in the lowest category at 17%. Across all of these categories, there are opportunities for brands to sell to consumers.

3. How did you buy your holiday gifts this season?

Based on the survey, 56% percent of consumers said they started their customer journey online; including purchases on a mobile device. Brands need to make an e-commerce experience seamless for customers. Most big box stores are creating an omnichannel buying experience; 31% percent of those surveyed stated that they made purchases online and in-store. Small businesses only received 11 %, followed by only in-store buying at 2%.

These findings suggest that small businesses need to create an e-commerce store to create an omnichannel experience for consumers, catering not just to what they want to buy but how they purchase. Small businesses need to show up where consumers make purchases.

4. Did you use shoppable ads to make a purchase?

75% of those surveyed said that they did not use a shoppable ad to make a purchase. Since late 2019, shoppable increased. Consumers can buy products directly from ads on search engines and many social media sites. This will shorten the customer journey.

Based on my research, my finding suggests:

1. Inflation has dampened consumer spending during the holiday season.

2. Brands need to provide value to consumers creating memorable experiences.

3. Businesses should serve consumers on the channels where they make purchases.

4. How consumers buy will continue to evolve.

5. With Shoppable Ads on the rise, the customer journey will be shorter. More purchases will occur during the time consumers search for products.

It will be interesting to see the consumer sentiment and the price of goods with the release of the CPI and the University of Michigan Consumer Sentiment survey due to be released this week.

How did inflation impact your spending during the holiday season? Share your thoughts.

If you want to share your opinion but didn’t get the chance to vote, answer these questions in the comments.

1. How has inflation impacted your holiday spending?
2. Which types of holiday gifts are you buying?
3. How did you buy your holiday gifts this season?
4. Did you use shoppable ads to make a purchase?

Additional places to find my content and blog

WordPress: https://dangalante.me/

Tumblr: http://www.askdangalante.com/

LinkedIn: https://www.linkedin.com/today/author/DanGalante

Medium https://medium.com/@DanGalante

YouTube https://www.youtube.com/trendsettingsm

Anchor https://anchor.fm/dangalante

About Me

I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill sets using Marketing to drive Sales/Growth.

As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.

I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, and SEM.

Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.

I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.

I’m seeking a full-time role in

Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, CI, Demand Generation, Social Media Marketing,

Sales Enablement, Enablement, Sales Strategy, Marketing Strategy, Employer Branding, and Recruitment Marketing.

Open on title, industry, company, location, and level. Reach out on LinkedIn or at dan@dangalante.com to start a conversation.