Become a top of mind employer

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00:00:02:14 – 00:00:39:03

So we’re going to start with something that my wife and Kina have been talking a lot about. Perspective taking. We’re going to take the week of two candidates and place ourselves in their shoes. So on Monday, we have Richard, a community manager. He’s on its way to his 8th interview for about 15 weeks. He has invested about 20 to 30 hours of his time in the process.

00:00:39:23 – 00:01:18:02

On Wednesday, we have Malin, a junior software developer. She gets her 5th InMail, cold InMail of the Week. Four out of those five of our senior roles with six plus years requirement for specific coding languages. Totally irrelevant to her. Richard on Friday gets a call back from the recruiter. You know what? We actually changed our mind. The role doesn’t…

00:01:18:13 – 00:01:46:15

It’s not what we’re looking for after all. We have decided to go on a completely different route. What you think Richard’s and Malin’s opinions are on those companies? What do you think is their opinion of the global recruitment space? Next time a recruiter with a potential valid offer approaches them, they’re going to come a bit worried.

00:01:50:14 – 00:02:26:10

So why do we do this? Why do we send, like, automated cold messages to a bunch of people that aren’t relevant? And the question is, does this actually work? And the answer is maybe because what we measure recruiters on today is how many emails they sent per day. I literally have a… let’s just say people that I know that get measured on how many inmails they send per day to potential candidates.

00:02:26:18 – 00:03:00:01

That means that, no, there’s no incentive for them to spend time getting to learn whether or not the person is relevant to the job they’re trying to attract for. So as long as we measure things like this, we’re never going to get to a point where candidates are going to feel appreciated. I’m Benjamin by the way. I run a talent demand generation agency, essentially to produce content, called Local Glimpse.

00:03:00:13 – 00:03:25:12

We have about 15 seconds. If you want to pop up your phone, scan the QR code and add me on LinkedIn, I’ll be happy to answer any more questions after the speech. This is not the end, by the way. This a pause for you to add me. Pop up your phone and do it. We have 10 seconds left. Okay.

00:03:26:00 – 00:04:12:17

So I just mentioned talent demand generation. Does anybody know what that means? Per, if you don’t raise your hand, I’m going to. That’s not going to be okay. Has anybody heard of demand generation? Okay, so the idea behind demand gen and especially talent demand generation is to let the candidate come to you. The idea is for you to build a community of passive candidates that have you top of mind as an employer. It’s the idea that a candidate, a talent, is not waiting around for you to publish a job ad to go ahead and quit his entire life, their entire life and join you.

00:04:12:17 – 00:04:40:01

Because all of a sudden it’s the right time for you and your company. So what I’m going to try to do today is give you… What did we say Ellen? 5 steps? “That’s what you told me!” I think I can do it in 3 steps. We’ll try that. So I’m going to try to give you a few of steps on how to build this in a as concrete way as possible.

00:04:40:17 – 00:05:11:05

The first step to do that is to create value driven content. A couple of days ago, I published a post on LinkedIn and Kina you were kind enough to share it. And one of the things that made me so happy is you said, Oh, keep producing content that provides true value. And that was like, Oh, she gets it. And that means that if we think of this in terms of candidates, we need to create content that provides information or knowledge to the candidates, not content

00:05:11:05 – 00:05:33:20

that is ask content. What you see on LinkedIn a lot these days is a lot of people said I should have blurred the name, but apparently they already kind of blurry with the screen. It’s we are hiring. Here’s a link to our Teamtailor site is. And I think like Adrian we yeah we agree on a lot of things here.

00:05:34:20 – 00:05:58:19

It’s all about “us”, “us”, “us” like providing content, but writing something that says we are hiring is the equivalent of you walking on a Saturday afternoon to H&M and they’re coming open the demo we’re selling, and you go like, Yeah, I’m going into the store for that reason. So because they’ve already done the work that, you know, they’re making clothes, so you’re not going there.

00:05:59:11 – 00:06:37:18

But all of these people just assume that, Oh, because now I’m recruiting, this is the time to post about this. So I want you to move from ask content to a value providing content. I’ll give you three examples of content that you can use to do that. The first one is a conversation very simple conversation between two employees, a product, and a tech person, a intern and a CEO, two developers talking about their new coding language.

00:06:38:20 – 00:07:13:16

If you share that information externally to candidates, they will get a glimpse of how it’s like to work in your team. And that information is much more valuable to say we have a new role open because that doesn’t differentiate anything. Another example is what are the different growth, real growth opportunities within the organization? This is a question candidates ask all the time. How can I grow in the organization and it gets all the same boring answers, get your head of talent or head of HR to share and give clear and specific paths for growth within the organization.

00:07:14:22 – 00:07:48:13

Last example, a simple employee portrait. In this case Niranjan working at Anyfin, a fintech start up sharing how as a financial backend developers is both thrilled and a bit scared that one make one mistake in his lines of code might cost people hundreds of thousands. So this is a pretty good thing to know that if you’re a in developer in another industry and if you’re intending to join a fintech, it might have an effect on your stress level 😉

00:07:48:13 – 00:08:10:19

And this is valuable information that you need to know if you’re going to switch companies. Okay, so what content to create? I think a lot of people look at content creation and they go, okay, what would I want to hear? And then they’re like a recruiter or they’re working with marketing and they just look at themselves and what would I want to hear?

00:08:11:06 – 00:08:32:19

So you want to reverse this and again, do perspective taking and listen to the candidates. Easiest place to do that is during the recruitment process. So during the recruitment process of the candidate you already have, they’re going to ask you a bunch of questions. Listen to the questions. Write them down. Use those questions as insights into what candidates want to and want to hear.

00:08:33:22 – 00:09:06:19

Once you start posting on social platforms, you will get comments, use those comments as insights again to what to create next. All of that will be much more valuable than probably most of what is currently existing today. Okay. Now distribution! What good distribution looks like is contextualized and expand.

00:09:07:03 – 00:09:28:21

So I’m going to explain a little bit what that means. It means that you need to look at where the candidate spends their time, ideally with the help of technology. And you need to create content and distribute the content where that candidate spent that time. Then you need to expand a lot of people just to look at content and try to publish it.

00:09:29:08 – 00:09:52:13

On LinkedIn, they’re like, Oh, we’re going to make an employee story and we’re going to publish it there. And then and we’re happy with our day. There’s so much more that you can do. For example, you can engage your hiring managers and becoming brand ambassadors. And so hiring managers can publish employee stories on their personal profile of their team.

00:09:52:13 – 00:10:21:10

You can use content in the hiring process. During the hiring process, after, say, the first interview, show a video of the CEO sharing their vision for 2023. How do you measure this? Once you start publishing a lot of content, once you start providing a lot of value, it becomes a bit fuzzy. Okay, but how do we know? And that’s what’s going to be asked by the top leadership.

00:10:21:10 – 00:10:53:03

And this is where change needs to happen. How do we know that it works? We created this podcast, like how do we track that it works? And a lot of people will want to put a call to action or a link to something just to make sure that everything is tracked. Measuring this single measuring like a single piece of content and the result of a single piece of content is, in my opinion, useless, if not counterproductive, because one piece of content is not going to make it.

00:10:53:04 – 00:11:26:00

It’s not going to be what makes a candidate decide to work or not work for you. So how do you do it? You measure the globality of the efforts, and you do that again by talking to people and the way you talk to people in case it’s not ..easy is during the first interview, during the first call that you have with your candidates, you spend 5 minutes at the beginning or at the end and you ask them, So how did you hear about us?

00:11:26:13 – 00:11:47:08

Oh, I heard your CEO she was she was talking on the on this podcast. I really love that podcast. So it made me look a little bit for your company. Oh, okay. And then what happened? Oh, then I went on to your career site then I found this this employee story that’s exactly like me. He’s from Asia.

00:11:47:08 – 00:12:10:14

And he moved here and I’m from I’m from Thailand and I also moved there. That’s, that’s that was so nice for me to hear. And then three months went by and a friend recommended the company to me. And then you have like three data points that if you were to look at a traditional tracking software, you would not be able to say you would just be able to say, Oh, they organically looked at us on Google and they found us there.

00:12:10:19 – 00:12:40:17

When in reality, your podcast, your employee stories, and your word of mouth is what made the kind of data they look. This is like you want to take a picture of if I remember anything. So when you create value and content to be contextualized the distribution and three, you focus on the right metrics. Is any of this clear?

00:12:40:17 – 00:12:49:01

If any part of it asked you? Good. Thank you much.

Now, let’s talk about your people.