1.
@berndleger@berndleger
“Think like a Marketer”
and Bring Your Talent Brand
to the Next Level
Bernd Leger
VP of Marketing,
CloudLock
@berndleger

2.
@berndleger@berndleger
CloudLock’s Talent Brand

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@berndleger 3
Recruiting and Marketing Alignment:
Like Finding a Unicorn?

4.
@berndleger
Old Shoe
CMO
New Shoe
CMO
“Do I need to do
anything?”
“That’s not our
corporate brand!”
“We don’t have any
resources for that”
“That’s going to take
up too much time”
“We don’t have
budget for that”
“What can we do
together to
strengthen our
brand?”
“How can I use the
Talent Acquisition
Team to drive
Awareness and
Thought
Leadership?”

5.
@berndleger
Finding Common Ground with Marketing
Managing Your Funnel
Brand Recognition
Career Site
Social Media
Thought Leadership and PR

6.
@berndleger@berndleger
Managing the Talent Funnel: It’s not that Different

7.
@berndleger@berndleger
What does Your Funnel Look Like?
Inbound Sourced Referrals Internal
Total number of Candidates per Channel
Inbound Sourced Referrals Internal
Total number of “Leads” per Channel
Inbound Sourced Referrals Internal
Total number of Hires per Channel

8.
@berndleger@berndleger
Your Funnel at its Core

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Thank You
Questions & Answers

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Not Everyone Looks Like This...

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@berndleger 11
“What’s the Matter with Owen”Campaign

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From the outside, most of the companies we work for look like this!

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..or like this!

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@berndleger
14
Organize
Lunch &
Learns

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@berndleger 15
Source:
Bill Taylor in Harvard Business Review, Sept. 2010
“Brand is Culture,
Culture is Brand”

16.
“
What is Culture
Culture is to recruiting as
product is to marketing.”
Source: Hubspot Culture Code
@berndleger

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@berndleger

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@berndleger

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@berndleger

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Start Small
20

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@berndleger
The Old CloudLock (April 2014)
CloudLock Who?

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@berndleger
It’s all about the People, Make it about the People!
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@berndleger
CloudLock in 2016
@berndleger

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Lots of Brainstorming
Talent Acquisition and Marketing are Ideal Partners
@berndleger

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@berndleger
1 Common Template
Takes >5 minutes to complete
Promoted on Social
Published in Career Section
Results:
2x higher engagement than any
other post!

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@berndleger 26

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@berndleger

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@berndleger 28

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@berndleger 30

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@berndleger
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@berndleger

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@berndleger

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@berndleger 33

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@berndleger 34

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@berndleger 35

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@berndleger 36

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@berndleger
Focus On Measurable Results

37.
Strong Increase In Key Performance Indicators
+46%
Reach
(Impressions)
Engagement
(Shares)
+76%
Engagement
(Likes)
+51%
Followers
+22%
Change over last 6 Months
@berndleger

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@berndleger
10x Increase in Applicants in 6 Months

39.
@berndleger
Communicate
Your Impact
@berndleger

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@berndleger
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CloudLock is #1 in Boston, #3 in the United States!
@berndleger

42.
25x Increase in Pageviews in 1 Year
@berndleger

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Think Like a Marketer: Take Your
Talent Brand to the Next Level
Begin a Dialog
Capture Your Culture
Start Small, Think Big
Find a fun Project
Get Some Quick Wins
Use Data to Show Impact

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@berndleger 45@berndleger
Stand Out!

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@berndleger
Is Your Talent Brand an Old Shoe or a New Shoe?