This document outlines a webinar on developing an authentic talent brand to attract top candidates. It discusses how the recruiting landscape has changed with low unemployment, skills gaps, and increased competition. It emphasizes the importance of having a clearly defined employer value proposition and understanding your audience. The webinar also provides tips on creating and sharing compelling content from a variety of sources, including employees, that represents your authentic culture and values. The key takeaways are that talent branding is critical, authenticity is key, understanding your audience is important, and sharing compelling content that represents your brand is essential.

1. 1
Thanks for joining!
The webinar will begin shortly
Follow us on social media:
talent.linkedin.com/blog
#hiretowin

2. Wednesday, February 22
12 PM CST
Duration: 45 Minutes
The Key To Recruiting Talent:
Showcasing Your Company’s Unique Strengths

3. Your Speaker for Today

4. Today’s Agenda
Autodesk’s Talent Attraction Strategy
Why Talent Brand?
Autodesk’s Talent Attraction Strategy
Autodesk’s Talent Attraction Strategy
Developing an Authentic Brand
How to Create & Share Content
Autodesk’s Talent Attraction Strategy
Q & A

5. Here’s Why…
It’s Getting Tougher to Recruit Top Candidates
Unemployment
Rates
A Growing
Skills Gap
Competition
Unemployment rates are at some of the lowest the U.S.
economy has seen in 30 years
There is a skills gap
between talent and
opportunity. 20M
unemployed individuals,
yet 4M open jobs. The
workforce is challenged
in keeping up with the
constant change in “in-
demand” skills
Companies are feeling
the competitive
pressures as they go
after the same “in-
demand” talent as their
competitor companies
down the road
A growing problem for many companiesSource: U.S. Department of Labor

6. What Are Companies Doing in Response?
Source: U.S. Department of Labor
Increased
spend in overall
recruiting
budgets,
agencies,
employee
referrals, etc.
Greater investment in marketing talent brand and
open opportunities
Offering training
opportunities to
current
employees in
order to
address the
skills gap
Improved
“working
conditions”
Stock options, bonuses, variable salary
Reducing the
education level
and skills
knowledge
requirements
for their open
roles
Recruiting Marketing Training
Skills
Requirements
Non-Wage
Compensation Culture

8. Your Authentic Talent Brand

9. Instead of this…

11. The biggest roadblock candidates face when
changing jobs is
NOT KNOWING
what it’s really like to work at the company
Source: LinkedIn 2016 Global Talent Trends

12. Know
Who You
Are

13. Culture
Your company’s personality, who you are as a company, and perhaps
more importantly, who you aspire to be
Values
The principles that guide the organization’s day – to – day decisions; a
defining component of your culture

15. Do You Have a Clearly Defined Employer
Value Proposition?
Can you answer these
questions?
• Who are we?
• What do we do?
• Why does it matter?
• Why do people work here?
• What do people like or dislike
about working here?
• Why do people leave?

16. Do some research to understand what you have to offer
If not, find yourself
​Tools for doing this research
Lead discussions with groups of executives
Research your company mission, vision, & values
Hold focus groups with employees
Conduct new hire surveys

17. Understand your audience
What do they want to hear?
Source: LinkedIn 2016 Global Talent Trends

18. Understand your audience
Direct advice from candidates on what to share about your company
Source: LinkedIn 2016 Global Talent Trends

19. Identifying key talent segments allows you to tailor your content
Segment your audience
Demographics
Who are they?
Years of experience
Seniority
Industry
Skills
Function
Degree type
Psychographics
What are their values and
attitudes?
Work/life balance
Competitive pay
Challenging Work
Good benefits
Inspirational Leaders
Behaviors
How do they interact with
companies?
LinkedIn
Job Boards
Career Fairs
Employee connections
Passive vs. Active
Geography
Where are they?
Actual geographic location
Cultural nuances
Currently employed
Undergrad
Grad school
Target
Candidates

20. Creating & Sharing Compelling Content

21. Build compelling content
To be authentic, you need to be true to who you are
You’re not all Google, and that’s ok!
Your content should represent you.

22. The “3 Horsemen of Awesome Content”
Build compelling content
​Useful
​Emotional
​Relatable
3 key ways your content can be authentic and successful courtesy of Tara
Hunt – Principal at Truly Social, LinkedIn Influencer

23. You don’t have to go it alone, you can get great content from many
places
Build compelling content
Employees
Marketing
team
Industry
news
sources
LinkedIn
Pulse
Blogs Executives
Your
corporate
website

24. Don’t be so “corporate” – mix it up

25. 5 Great Employer Brand Videos
This is Zendesk What It's Like to be a
Starbucks Partner
Come Join Us at
OpenTable
What it's like to work at
Kimberly-Clark
Sephora's New HR
Campaign

26. Don’t just focus on what the content is, pay attention to who’s creating it
Mix up your sources as well
Source: Edelman Trust Barometer, 2016

27. Encourage them to create and share content
Your employees are your best asset
• Create a company hashtag and
ask people to share photos
• Ask subject matter experts to
publish à gives you easy
access to content to share and
sponsor
• Give people pre-made updates
with links that they can copy
and paste to share and make it
available in multiple easily
accessible places (your internal
site, a regular newsletter, a
social media advocacy tool like
Elevate)
For every 6 pieces of content a
LinkedIn member shares, it influences
6 job views
3 company page views
1 company page follower
6 profile views
2 new connections

28. Keep these tips in mind
Build with the goal of engagement
Including a link
boosts engagement
by 84%
Updates with
images get 2x as
many comment
Updates with videos
get 1.5x more
shares

29. Use what’s at your fingertips
Limited budget or design team?
You have a video
camera at your
disposal
Canva is an easy
online tool – no
graphic design
degree needed
Info.gram allows you
to create and publish
beautiful
visualizations of your
data with charts and
infographics.

30. Share your story
Make a plan, but keep it flexible
• Create an editorial calendar
• What are you going to share?
• When are you going to share it?
• What channels are you going to use?

31. Optimize your posts based on the channel
Share the right amount at the right time

32. 1. Talent Branding strategies
are a “must have” in today’s
economy
2. Authenticity is critical as you
explore who you are, and
who you aspire to be
3. Understand your audience –
don’t share what you want,
share what they want
4. Build and share compelling
content that truly represents
your authentic talent brand
Key takeaways