@berndleger@berndleger

“Think like a Marketer” and Bring Your Talent Brand to the Next LevelBernd LegerVP of Marketing, CloudLock @berndleger

@berndleger@berndleger

CloudLock’s Talent Brand

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Recruiting and Marketing Alignment:Like Finding a Unicorn?

@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?”

@berndleger

Finding Common Ground with Marketing

Managing Your FunnelBrand Recognition

Career SiteSocial Media

Thought Leadership and PR

@berndleger@berndleger

Managing the Talent Funnel: It’s not that Different

@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

@berndleger@berndleger

Your Funnel at its Core

Thank YouQuestions & Answers

Not Everyone Looks Like This...

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“What’s the Matter with Owen”Campaign

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

..or like this!

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Organize Lunch & Learns

@berndleger 15Source: Bill Taylor in Harvard Business Review, Sept. 2010

“Brand is Culture, Culture is Brand”

“What is Culture

Culture is to recruiting as product is to marketing.”Source: Hubspot Culture Code

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Start Small

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@berndleger

The Old CloudLock (April 2014)

CloudLock Who?

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It’s all about the People, Make it about the People!

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CloudLock in 2016

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Lots of BrainstormingTalent Acquisition and Marketing are Ideal

Partners@berndleger

@berndleger

1 Common TemplateTakes >5 minutes to complete

Promoted on SocialPublished in Career Section

Results: 2x higher engagement than

any other post!

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@berndleger

Focus On Measurable Results

Strong Increase In Key Performance Indicators

+46%

Reach (Impression

s)

Engagement (Shares)

+76%

Engagement (Likes)

+51%

Followers

+22%

Change over last 6 Months

@berndleger

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10x Increase in Applicants in 6 Months

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Communicate Your Impact

@berndleger

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

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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 CultureStart Small, Think Big

Find a fun Project

Get Some Quick WinsUse Data to Show

Impact

@berndleger 45@berndleger

Stand Out!

@berndleger

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