17 [Talking Talent Live] Alex Her, Global Employer Brand Storyteller

[00:00:08] [SPEAKER_02]: Okay, we're live? Great, we're live. Okay, welcome to Talking Talent. I'm Jay Rusden, head

[00:00:15] [SPEAKER_02]: of marketing at VideoMyJob and we're here live usually about once a month. It's been

[00:00:20] [SPEAKER_02]: a little bit of a break before this one for all the employee brand managers and enthusiasts

[00:00:25] [SPEAKER_02]: alike talking about building EB programs, content strategies and measuring outcomes.

[00:00:30] [SPEAKER_02]: So first of all, welcome, Brie. I'm excited to have you on today for a session co-hosting.

[00:00:34] [SPEAKER_01]: How do you feel? Oh, bit of pressure. I'm very excited. We've got a host yesterday too,

[00:00:41] [SPEAKER_02]: so it makes it a lot easier. That's it. No, you'll be fine and yeah, it is a good

[00:00:47] [SPEAKER_02]: guess. So why don't we get him on? Warm welcome to Alex Her. Woohoo! Co-founder of the EB

[00:00:55] [SPEAKER_02]: space. Hey, good morning. Good morning, good evening. Alex, like I said before, it's

[00:01:02] [SPEAKER_02]: been a big response to this session, so you must be in demand out there, so it's going

[00:01:07] [SPEAKER_00]: to be a good session. I think it's got to be the two of you. I'm just here to provide

[00:01:11] [SPEAKER_00]: some opinions and if people love them or hate them, so be it.

[00:01:17] [SPEAKER_02]: Oh, please, please. All right, we've just got a few call-outs before we jump into the

[00:01:21] [SPEAKER_02]: conversation with you, Alex. So the first one is from my end. We've got at VideoMyJob,

[00:01:25] [SPEAKER_02]: we've launched another program which is called the CoLab. So this new program is

[00:01:30] [SPEAKER_02]: in addition to talking talent, which is all about EB video strategy in particular.

[00:01:36] [SPEAKER_02]: Hearing from top VideoMyJob users from the industry. That program's open to everybody

[00:01:39] [SPEAKER_02]: as well, so we'll drop a link into that one for anybody who's interested in that

[00:01:42] [SPEAKER_02]: one. Brie, have you got any call-outs on your side? Yes, just for those in APAC

[00:01:47] [SPEAKER_01]: or further abroad who want to travel, don't miss out on the upcoming ATC,

[00:01:52] [SPEAKER_01]: the Australian Talent Conference. It's a ripper at Sydney's Lunar Park. Great

[00:01:56] [SPEAKER_01]: learning opportunity, tunities and a lot of fun. I'm looking forward to

[00:01:59] [SPEAKER_01]: catching up with you all.

[00:02:01] [SPEAKER_02]: Yep, nice. I've got one more last-minute edition that just came in yesterday from

[00:02:05] [SPEAKER_02]: our friends Cara and Will over at TQ Solutions. They've got an employer

[00:02:09] [SPEAKER_02]: brand strategy days coming up in the next few weeks across Melbourne and

[00:02:12] [SPEAKER_02]: Sydney. Really hands on practical, especially good for those kind of TOA folks

[00:02:17] [SPEAKER_02]: that are kind of building their skills towards that EB space as well. So

[00:02:20] [SPEAKER_02]: we'll drop a link for that one as well. So heaps coming up in the

[00:02:22] [SPEAKER_02]: next few months for people looking really at networking opportunities as

[00:02:26] [SPEAKER_02]: well as the practical kind of skill building side of things. And one last

[00:02:30] [SPEAKER_02]: one, anybody who's been talking to him before, no, our producer Paul loves

[00:02:34] [SPEAKER_02]: to pick out the best question at the end of the session. So don't miss the

[00:02:38] [SPEAKER_02]: opportunity to ask questions of Alex and Brie obviously as well. And we're

[00:02:42] [SPEAKER_02]: going to give away another copy of James Alice's book here, another

[00:02:46] [SPEAKER_02]: really practical kind of guide and set of insights for people who can

[00:02:50] [SPEAKER_02]: build skills. So yeah, definitely ask questions and we'll pick out the

[00:02:53] [SPEAKER_02]: best one before we finish up the session. So Alex kicking it off just

[00:02:58] [SPEAKER_02]: for those seems like so before based on our sponsor, a lot of people know

[00:03:01] [SPEAKER_02]: you in the industry. But for those who don't know you already, I've been

[00:03:05] [SPEAKER_02]: told and heard that you're one of the big contributors to a lot of the

[00:03:08] [SPEAKER_02]: EB communities around around the world globally. Obviously currently

[00:03:13] [SPEAKER_02]: leading employer brand at GoDaddy but also you founded the EB space

[00:03:18] [SPEAKER_02]: this year. So it'd be great to share a bit about what what you're

[00:03:21] [SPEAKER_02]: working to working on there and kind of what the inspiration was.

[00:03:25] [SPEAKER_00]: Yeah, yeah, yeah. So as you mentioned, done a little couple things here in

[00:03:30] [SPEAKER_00]: the space last seven years, based out of Boston, Texas here in the states,

[00:03:36] [SPEAKER_00]: but definitely love the global atmosphere and everything that comes

[00:03:39] [SPEAKER_00]: with it. And so I actually co founded the the EB space with a good

[00:03:46] [SPEAKER_00]: friend Claire de Souza out of UK. Thank you, Rachel. A lot of

[00:03:50] [SPEAKER_00]: message there. But yeah, I cope out of that. And you know what we're

[00:03:54] [SPEAKER_00]: doing actually at the moment is and the whole approach behind Claire

[00:03:59] [SPEAKER_00]: and I putting the community together was we've had a chance to be

[00:04:02] [SPEAKER_00]: part of different global communities. And I think, you know, we

[00:04:05] [SPEAKER_00]: saw bits and pieces that we really enjoyed. I mean, that's

[00:04:08] [SPEAKER_00]: what brought us together as friends to partner together. But

[00:04:12] [SPEAKER_00]: what we felt was missing was an opportunity for a community to

[00:04:18] [SPEAKER_00]: truly be on one platform where you can do everything together. So

[00:04:22] [SPEAKER_00]: not just the messaging or discussion board type of setup and

[00:04:27] [SPEAKER_00]: knowledge sharing, but also where you could do, you know, audio

[00:04:31] [SPEAKER_00]: calls, video calls, that's still something that we're, you know,

[00:04:33] [SPEAKER_00]: we're exploring. We're still we're very new. I mean, we've

[00:04:36] [SPEAKER_00]: developed a decent following globally. But I think we have a

[00:04:40] [SPEAKER_00]: long way to go. We're still we're building the, you know,

[00:04:43] [SPEAKER_00]: building the plane as we fly it in a good way. I know

[00:04:46] [SPEAKER_00]: there's bad ways where people, you know, companies are doing

[00:04:48] [SPEAKER_00]: that and it just it's going down. It's not going up. But you

[00:04:52] [SPEAKER_00]: know, we're doing that. And really trying to extend our

[00:04:56] [SPEAKER_00]: reach. I mean, I think we've done a good job. We're, it's

[00:04:58] [SPEAKER_00]: not just us UK focus where I think a lot of groups are at.

[00:05:02] [SPEAKER_00]: But we have a lot of individuals from other parts of the world.

[00:05:07] [SPEAKER_00]: So Netherlands, South Africa. We also have in Japan,

[00:05:15] [SPEAKER_00]: Australia too. Yep, I was still getting there. But it's a it's

[00:05:20] [SPEAKER_00]: a it's a good broad audience and group of members that we have.

[00:05:25] [SPEAKER_00]: But you know, to anyone who is on, you know, who's actually

[00:05:27] [SPEAKER_00]: who's tuning into this or listens to the recording and

[00:05:30] [SPEAKER_00]: or watches it, feel free to join. We just have a Google form

[00:05:35] [SPEAKER_00]: that we use to vet individuals because you want to keep it

[00:05:38] [SPEAKER_00]: for practitioners. Or, you know, up in whether you're

[00:05:41] [SPEAKER_00]: in-house or external, if you're doing the work, we want to, you

[00:05:44] [SPEAKER_00]: know, build that trust, connect everyone. You know, we have

[00:05:49] [SPEAKER_00]: Chatham rules when it comes to that. So we're going to keep

[00:05:50] [SPEAKER_00]: everything inside of there. But we do want to grow the

[00:05:53] [SPEAKER_00]: industry and help everyone, you know, just now share and

[00:05:55] [SPEAKER_00]: learn from each other.

[00:05:58] [SPEAKER_02]: Yeah, nice. And I think I mean, that's that's the thing

[00:06:01] [SPEAKER_02]: I love about especially over the last kind of few years

[00:06:03] [SPEAKER_02]: also the growth in the community space in different

[00:06:05] [SPEAKER_02]: industries, there's always like, it's not competitive.

[00:06:09] [SPEAKER_02]: It's more that there's there's always a unique slice of

[00:06:11] [SPEAKER_02]: value to be added and contributed to the industry

[00:06:13] [SPEAKER_02]: overall. So I love that you're bringing something new to

[00:06:16] [SPEAKER_02]: the table there. Okay. And we'll yeah, we'll make sure

[00:06:21] [SPEAKER_02]: to drop a link among all the other resources are going

[00:06:24] [SPEAKER_02]: to share after the session today. So yeah, maybe I'll

[00:06:26] [SPEAKER_02]: hand to you to kick us off into the into the topics

[00:06:28] [SPEAKER_02]: right?

[00:06:30] [SPEAKER_01]: Absolutely. I guess good segue over the last few years.

[00:06:34] [SPEAKER_01]: It's been interesting last few years. I know Alex, you

[00:06:36] [SPEAKER_01]: and I have spoken a number of times, least over the

[00:06:38] [SPEAKER_01]: last five years. And each check in has been a really

[00:06:41] [SPEAKER_01]: different story. I think it's it's been quite a roller

[00:06:44] [SPEAKER_01]: coaster with ups and downs for the employer branding

[00:06:46] [SPEAKER_01]: and broader TA industries, really across the globe.

[00:06:50] [SPEAKER_01]: I think we've all seen some interesting things

[00:06:51] [SPEAKER_01]: happening. Huge shifts I've seen really in that demand

[00:06:55] [SPEAKER_01]: for employer branding support for jobs, available

[00:06:59] [SPEAKER_01]: budgets, program of work and where the focus lies.

[00:07:02] [SPEAKER_01]: That's really changed a lot. I guess with you

[00:07:04] [SPEAKER_01]: being in the US tech market, you've probably

[00:07:07] [SPEAKER_01]: seen and experienced the toughest of it all.

[00:07:11] [SPEAKER_01]: I guess you and I know that it's absolutely necessary

[00:07:14] [SPEAKER_01]: to manage an employer brand reputation in the good

[00:07:16] [SPEAKER_01]: times and the bad times within an organisation.

[00:07:19] [SPEAKER_01]: However, this experience, what we've seen has really

[00:07:22] [SPEAKER_01]: proven that employer branding is still not

[00:07:24] [SPEAKER_01]: necessarily seen as business critical in all

[00:07:26] [SPEAKER_01]: organisations. So do you believe this is a result

[00:07:31] [SPEAKER_01]: of employer brand not being commercially focused

[00:07:33] [SPEAKER_01]: enough? And do you think that's changing?

[00:07:37] [SPEAKER_00]: Yeah, yeah. All good things to unpack there.

[00:07:41] [SPEAKER_00]: And I know like you mentioned the last five years,

[00:07:43] [SPEAKER_00]: I mean, heck, I would say even for us to connect

[00:07:46] [SPEAKER_00]: from Austin, Australia has been has been

[00:07:48] [SPEAKER_00]: wonderful, but we've also had a chance to share

[00:07:51] [SPEAKER_00]: different struggles we have within each region,

[00:07:54] [SPEAKER_00]: but also globally. And I would say we've done

[00:07:58] [SPEAKER_00]: a good job as an industry to become more relevant.

[00:08:01] [SPEAKER_00]: But I think commercialising what we do and why

[00:08:05] [SPEAKER_00]: that matters to leadership, to advisors on

[00:08:10] [SPEAKER_00]: the board of the companies that help fund and

[00:08:15] [SPEAKER_00]: run the make decisions for the companies that we

[00:08:18] [SPEAKER_00]: get the opportunity to work with. It's a huge

[00:08:21] [SPEAKER_00]: thing that we I think we're still missing.

[00:08:23] [SPEAKER_00]: I think a lot of us are looking at that.

[00:08:27] [SPEAKER_00]: I know myself, I'm looking at that too and

[00:08:29] [SPEAKER_00]: thinking OK, how can we truly provide value

[00:08:32] [SPEAKER_00]: outside of what we may geek out about in terms

[00:08:36] [SPEAKER_00]: of OK, you know, as practitioners, we can talk

[00:08:40] [SPEAKER_00]: about which platforms we're using tomorrow

[00:08:43] [SPEAKER_00]: instead of today, which metrics we may love

[00:08:46] [SPEAKER_00]: more that are relevant to us. But when you

[00:08:50] [SPEAKER_00]: give that information to share that up the

[00:08:53] [SPEAKER_00]: ladder, a lot of that stuff doesn't really

[00:08:56] [SPEAKER_00]: matter. I mean, it's great. You know, I can

[00:08:58] [SPEAKER_00]: we can all jump into any any employer brand

[00:09:01] [SPEAKER_00]: shop and you know, and by shop I mean take over

[00:09:04] [SPEAKER_00]: a team, you know, whatever you want to call that.

[00:09:06] [SPEAKER_00]: But you can help out a company. You can easily

[00:09:08] [SPEAKER_00]: get the impressions and clips there. You can

[00:09:10] [SPEAKER_00]: increase the amount of visitors that are going

[00:09:12] [SPEAKER_00]: there. But how do you make that relevant for

[00:09:15] [SPEAKER_00]: leadership to listen to and to really truly

[00:09:18] [SPEAKER_00]: understand that word has a significant

[00:09:22] [SPEAKER_00]: value because they don't understand, you know,

[00:09:25] [SPEAKER_00]: the CTR doesn't matter to them, oppressions

[00:09:26] [SPEAKER_00]: or clicks followers are good. But how does

[00:09:29] [SPEAKER_00]: that impact them? You know, you have to take

[00:09:31] [SPEAKER_00]: that outside of out of our realm of being

[00:09:33] [SPEAKER_00]: employer brand practitioners and it's OK.

[00:09:36] [SPEAKER_00]: Are we actually getting people in the door quicker?

[00:09:39] [SPEAKER_00]: Are we lowering the time to fill

[00:09:42] [SPEAKER_00]: your time to hire? Are we, you know, and then

[00:09:44] [SPEAKER_00]: explain, OK, so if you're lowering that, how

[00:09:47] [SPEAKER_00]: does that impact them? Well, pretty

[00:09:49] [SPEAKER_00]: it's pretty simple, pretty simple. I say that

[00:09:52] [SPEAKER_00]: right in theory. It's simple, but actually

[00:09:54] [SPEAKER_00]: putting that to practice is a is another

[00:09:56] [SPEAKER_00]: thing because you can say, OK, we're lowering

[00:09:58] [SPEAKER_00]: the time to fill this, you know, your

[00:10:01] [SPEAKER_00]: positions. But how does it impact them? OK, well,

[00:10:04] [SPEAKER_00]: if we lower from 40 days to 30 people are then

[00:10:07] [SPEAKER_00]: in turn getting to the positions quicker. So

[00:10:09] [SPEAKER_00]: we're saving, you know, recruiters less

[00:10:11] [SPEAKER_00]: time. We're saving less, you know, a lot of

[00:10:13] [SPEAKER_00]: money on advertising efforts where they can

[00:10:16] [SPEAKER_00]: focus on the next reposition and then in

[00:10:18] [SPEAKER_00]: turn right there where it goes outside of

[00:10:20] [SPEAKER_00]: T is if these, you know, engineers are

[00:10:22] [SPEAKER_00]: joining your R&D teams and they're working

[00:10:24] [SPEAKER_00]: on these products that you wanted to work

[00:10:26] [SPEAKER_00]: on several years ago. OK, that's

[00:10:29] [SPEAKER_00]: happening much quicker. Individuals who are

[00:10:31] [SPEAKER_00]: coming in to be, you know, customer sales reps

[00:10:33] [SPEAKER_00]: or outside sales, they're actually in the

[00:10:35] [SPEAKER_00]: door quicker to sell for you. So that

[00:10:38] [SPEAKER_00]: process is going to be quicker and at the

[00:10:40] [SPEAKER_00]: end of the day, if all that's functioning

[00:10:41] [SPEAKER_00]: correctly, granted some leadership has

[00:10:44] [SPEAKER_00]: to flow with that too. You are getting

[00:10:46] [SPEAKER_00]: your your surfacing more customers, you're

[00:10:48] [SPEAKER_00]: bringing more customers in and at the end

[00:10:50] [SPEAKER_00]: day, you're making a bigger profit.

[00:10:53] [SPEAKER_01]: How have you been having, I guess,

[00:10:54] [SPEAKER_01]: bringing this information? Obviously, we can

[00:10:56] [SPEAKER_01]: see that connect the dots from we do this,

[00:10:58] [SPEAKER_01]: this flows through and impacts this.

[00:11:01] [SPEAKER_01]: How have you used this, this knowledge

[00:11:04] [SPEAKER_01]: and this data in having some tough

[00:11:06] [SPEAKER_01]: conversations in obviously as we go

[00:11:08] [SPEAKER_01]: through these tough times and happen to

[00:11:09] [SPEAKER_01]: justify, you know, I've spent a couple of

[00:11:11] [SPEAKER_01]: companies and the other day and they're

[00:11:13] [SPEAKER_01]: talking about the need to readjustify

[00:11:15] [SPEAKER_01]: for probably the fifth time in the last

[00:11:16] [SPEAKER_01]: few years their existence in the

[00:11:18] [SPEAKER_01]: organisation. What are the kind of

[00:11:20] [SPEAKER_01]: conversations you've had to have

[00:11:21] [SPEAKER_01]: of life?

[00:11:23] [SPEAKER_00]: You have to, you've got to outside of

[00:11:27] [SPEAKER_00]: everything we just shared there.

[00:11:29] [SPEAKER_00]: It's making the data work for you.

[00:11:32] [SPEAKER_00]: So what is that actually showing you?

[00:11:35] [SPEAKER_00]: Are you able to show that there's

[00:11:38] [SPEAKER_00]: are you trending in a good way,

[00:11:39] [SPEAKER_00]: trending in a bad way and how

[00:11:41] [SPEAKER_00]: like getting very granular

[00:11:45] [SPEAKER_00]: looking at OK if you're trying to

[00:11:47] [SPEAKER_00]: justify your stance like I want to

[00:11:49] [SPEAKER_00]: first say that OK, whatever we're

[00:11:51] [SPEAKER_00]: sharing these things that will help

[00:11:53] [SPEAKER_00]: you out. It's not a silver bullet

[00:11:54] [SPEAKER_00]: that is going to maybe stop your

[00:11:56] [SPEAKER_00]: company from taking employer branding

[00:11:58] [SPEAKER_00]: away or making any sort of

[00:12:00] [SPEAKER_00]: redundancies. Just gives you a

[00:12:02] [SPEAKER_00]: fighting chance and I would say if

[00:12:05] [SPEAKER_00]: you have an opportunity to make it

[00:12:07] [SPEAKER_00]: difficult for companies, that's what

[00:12:08] [SPEAKER_00]: you want to do. You don't want to

[00:12:10] [SPEAKER_00]: be the first one on the front

[00:12:11] [SPEAKER_00]: lines who's being let go.

[00:12:14] [SPEAKER_00]: But it comes down to fighting

[00:12:16] [SPEAKER_00]: for the rational as to why you

[00:12:18] [SPEAKER_00]: should be there pointing out

[00:12:19] [SPEAKER_00]: everything that you're doing right at

[00:12:21] [SPEAKER_00]: a high level.

[00:12:22] [SPEAKER_00]: Getting away like it could be quick

[00:12:24] [SPEAKER_00]: wins. It could be small things

[00:12:26] [SPEAKER_00]: such as going back to your

[00:12:29] [SPEAKER_00]: you know, your candidate for

[00:12:32] [SPEAKER_00]: giving any sort of surveys and

[00:12:34] [SPEAKER_00]: providing candidates and there

[00:12:36] [SPEAKER_00]: there's a lot of golden nuggets

[00:12:37] [SPEAKER_00]: there. We all do this as companies,

[00:12:39] [SPEAKER_00]: but they're given reviews once

[00:12:40] [SPEAKER_00]: they if they actually have they've

[00:12:43] [SPEAKER_00]: gone through the application or the

[00:12:44] [SPEAKER_00]: candidate experience and they've

[00:12:46] [SPEAKER_00]: gotten the job or they have not

[00:12:47] [SPEAKER_00]: gotten the job. They'll let you know

[00:12:49] [SPEAKER_00]: hey what what attracted you like

[00:12:50] [SPEAKER_00]: what inspired you to click apply?

[00:12:52] [SPEAKER_00]: Why did you stay through the

[00:12:54] [SPEAKER_00]: process, you know throughout the

[00:12:55] [SPEAKER_00]: entire process? What kept you warm?

[00:12:57] [SPEAKER_00]: What have actually made you make

[00:12:58] [SPEAKER_00]: the decision to choose company A

[00:13:00] [SPEAKER_00]: over company B?

[00:13:01] [SPEAKER_00]: Those are pretty key things.

[00:13:03] [SPEAKER_00]: And also if there's any things

[00:13:05] [SPEAKER_00]: any other you know any other

[00:13:07] [SPEAKER_00]: things you can drop in there

[00:13:08] [SPEAKER_00]: would be a huge win on social

[00:13:10] [SPEAKER_00]: a huge way to actually save the

[00:13:12] [SPEAKER_00]: company money based off of what

[00:13:14] [SPEAKER_00]: you're doing internally. If it's

[00:13:16] [SPEAKER_00]: a you know if it's the the

[00:13:17] [SPEAKER_00]: channels are running the blogs

[00:13:19] [SPEAKER_00]: are running that actually you know

[00:13:20] [SPEAKER_00]: instead of spending six figures on

[00:13:22] [SPEAKER_00]: a partnership the work that you've

[00:13:24] [SPEAKER_00]: done has actually saved your company

[00:13:25] [SPEAKER_00]: money which is allowed you to push

[00:13:28] [SPEAKER_00]: resources elsewhere sharing everything

[00:13:30] [SPEAKER_00]: that may because and I say

[00:13:31] [SPEAKER_00]: everything and I you know it's

[00:13:33] [SPEAKER_00]: going to be specific to your

[00:13:34] [SPEAKER_00]: situation because read your

[00:13:36] [SPEAKER_00]: situation J yours could be vastly

[00:13:38] [SPEAKER_00]: different than mine. It's right.

[00:13:39] [SPEAKER_00]: I think we're trying to get towards

[00:13:41] [SPEAKER_00]: the same thing to make sure that

[00:13:43] [SPEAKER_00]: EB stays you know a

[00:13:45] [SPEAKER_00]: mainstay at our companies

[00:13:47] [SPEAKER_00]: or wherever work we may be at

[00:13:49] [SPEAKER_00]: but there may be aspects where OK

[00:13:51] [SPEAKER_00]: your leadership may view this as a

[00:13:53] [SPEAKER_00]: priority. Mines may be different.

[00:13:56] [SPEAKER_00]: We're at different you know different

[00:13:57] [SPEAKER_00]: steps of the journey if that makes

[00:13:59] [SPEAKER_00]: sense.

[00:14:01] [SPEAKER_02]: Yeah and Alex what what can

[00:14:03] [SPEAKER_02]: EB like teams or leaders or

[00:14:05] [SPEAKER_02]: groups learn from how other

[00:14:07] [SPEAKER_02]: departments that are like

[00:14:09] [SPEAKER_02]: super commercial focused have those

[00:14:12] [SPEAKER_02]: tough conversations like

[00:14:14] [SPEAKER_02]: the kind of cadence and that

[00:14:15] [SPEAKER_02]: commercial focus like things like

[00:14:17] [SPEAKER_02]: ABRs or QBRs like what can EB

[00:14:19] [SPEAKER_02]: learn from those kind of activities.

[00:14:22] [SPEAKER_00]: I think at the end you just captured

[00:14:24] [SPEAKER_00]: that I am very big on that

[00:14:26] [SPEAKER_00]: and BIRs and QBRs because

[00:14:29] [SPEAKER_00]: if you lead people to their devices

[00:14:31] [SPEAKER_00]: they're going to assume that like

[00:14:33] [SPEAKER_00]: EB is one of the industries

[00:14:35] [SPEAKER_00]: where OK if you didn't know any

[00:14:37] [SPEAKER_00]: better you would assume that

[00:14:39] [SPEAKER_00]: one thing that you're putting on

[00:14:40] [SPEAKER_00]: social is probably all you do.

[00:14:42] [SPEAKER_00]: But if you actually sit in a room

[00:14:44] [SPEAKER_00]: virtual room talk to an

[00:14:47] [SPEAKER_00]: EB person or team you realize OK

[00:14:49] [SPEAKER_00]: there's there's a crap load that goes

[00:14:50] [SPEAKER_00]: into what you do to eventually get

[00:14:52] [SPEAKER_00]: the finished product.

[00:14:53] [SPEAKER_00]: So showing your work

[00:14:55] [SPEAKER_00]: sharing all the secrets everything

[00:14:57] [SPEAKER_00]: that you're doing even if it's

[00:14:59] [SPEAKER_00]: experimental they share that with

[00:15:00] [SPEAKER_00]: leadership because that's going

[00:15:02] [SPEAKER_00]: to matter and that's like you

[00:15:03] [SPEAKER_00]: mentioned with other teams other

[00:15:05] [SPEAKER_00]: teams do a great job

[00:15:06] [SPEAKER_00]: of doing that right.

[00:15:07] [SPEAKER_00]: But then we typically find ourselves

[00:15:09] [SPEAKER_00]: with employer branding we one

[00:15:11] [SPEAKER_00]: word where like a relive in a silo

[00:15:14] [SPEAKER_00]: because we want to share some stuff

[00:15:16] [SPEAKER_00]: but we're scared that internal

[00:15:17] [SPEAKER_00]: comps is going to slap our wrist.

[00:15:19] [SPEAKER_00]: Creative team is going to get

[00:15:20] [SPEAKER_00]: pissed off because we're using

[00:15:21] [SPEAKER_00]: Canva and the marketing team

[00:15:23] [SPEAKER_00]: is afraid we're going to take their

[00:15:25] [SPEAKER_00]: jobs or you know take over the

[00:15:27] [SPEAKER_00]: LinkedIn the LinkedIn contract

[00:15:29] [SPEAKER_00]: that we actually own right.

[00:15:30] [SPEAKER_00]: Because a lot of T.I. teams

[00:15:31] [SPEAKER_00]: actually own that contract but

[00:15:33] [SPEAKER_00]: they're kind of restrictive

[00:15:34] [SPEAKER_00]: but you're afraid of these

[00:15:36] [SPEAKER_00]: different turf battles

[00:15:37] [SPEAKER_00]: and it's really what you shouldn't

[00:15:39] [SPEAKER_00]: be doing. I mean if you are open

[00:15:40] [SPEAKER_00]: and honest let people know what

[00:15:42] [SPEAKER_00]: you're doing you're actually to

[00:15:43] [SPEAKER_00]: get those other teams you know

[00:15:45] [SPEAKER_00]: they're more mature they have

[00:15:47] [SPEAKER_00]: things built out.

[00:15:48] [SPEAKER_00]: They're going to help you out

[00:15:49] [SPEAKER_00]: because they know what you want

[00:15:51] [SPEAKER_00]: they know what you need

[00:15:52] [SPEAKER_00]: and you know in turn you could

[00:15:54] [SPEAKER_00]: you could take elements from

[00:15:55] [SPEAKER_00]: them but I think MBR is QBR

[00:15:57] [SPEAKER_00]: is sharing as much as you can.

[00:15:59] [SPEAKER_00]: I get to see that

[00:16:01] [SPEAKER_00]: you know go against you if

[00:16:02] [SPEAKER_00]: anything it's going to help you

[00:16:03] [SPEAKER_00]: out with push cups to shove.

[00:16:07] [SPEAKER_02]: Yeah and for those for those

[00:16:08] [SPEAKER_02]: on the session who might not

[00:16:09] [SPEAKER_02]: have been say inside a QBR

[00:16:11] [SPEAKER_02]: or something like that before

[00:16:12] [SPEAKER_02]: for any part of the business

[00:16:14] [SPEAKER_02]: can you kind of just break down

[00:16:15] [SPEAKER_02]: what does that kind of look

[00:16:16] [SPEAKER_02]: like what does that mean?

[00:16:18] [SPEAKER_00]: Yeah you know for an MBR

[00:16:20] [SPEAKER_00]: just show what you're doing for

[00:16:22] [SPEAKER_00]: it helps to have you know

[00:16:26] [SPEAKER_00]: 30 to 31 days worth of data

[00:16:28] [SPEAKER_00]: to work with

[00:16:29] [SPEAKER_00]: provide a high level update

[00:16:32] [SPEAKER_00]: employer branding specifically

[00:16:34] [SPEAKER_00]: alright what are you working on?

[00:16:35] [SPEAKER_00]: Are there high end projects?

[00:16:37] [SPEAKER_00]: You and your individual teammates

[00:16:39] [SPEAKER_00]: what's the highlight of the month

[00:16:40] [SPEAKER_00]: for them?

[00:16:41] [SPEAKER_00]: You know what have they accomplished

[00:16:42] [SPEAKER_00]: that you feel is amicable

[00:16:44] [SPEAKER_00]: right because you're advocating

[00:16:45] [SPEAKER_00]: for them.

[00:16:46] [SPEAKER_00]: Not when you're advocating

[00:16:47] [SPEAKER_00]: for yourself

[00:16:49] [SPEAKER_00]: and then your team

[00:16:49] [SPEAKER_00]: as well as the function

[00:16:51] [SPEAKER_00]: that you have within your company

[00:16:53] [SPEAKER_00]: on top of that

[00:16:54] [SPEAKER_00]: how have you influenced

[00:16:57] [SPEAKER_00]: you know applicants coming in

[00:16:59] [SPEAKER_00]: visitors to your social pages

[00:17:01] [SPEAKER_00]: that journey in terms

[00:17:03] [SPEAKER_00]: of what they're taking

[00:17:04] [SPEAKER_00]: right full life cycle

[00:17:05] [SPEAKER_00]: how you're tying that back into

[00:17:06] [SPEAKER_00]: TA as well as the company

[00:17:08] [SPEAKER_00]: and then on top of that

[00:17:10] [SPEAKER_00]: showing some trends

[00:17:11] [SPEAKER_00]: numbers are key

[00:17:14] [SPEAKER_00]: numbers whether they be Glassdoor

[00:17:15] [SPEAKER_00]: Facebook up to the career page

[00:17:17] [SPEAKER_00]: to your ATS

[00:17:19] [SPEAKER_00]: tying that together

[00:17:20] [SPEAKER_00]: and how that makes sense

[00:17:21] [SPEAKER_00]: but also being able to tell a story

[00:17:23] [SPEAKER_00]: with that too

[00:17:24] [SPEAKER_00]: because if you're just putting

[00:17:25] [SPEAKER_00]: stuff out there right

[00:17:26] [SPEAKER_00]: people want you to change the world

[00:17:27] [SPEAKER_00]: change you know climate change

[00:17:30] [SPEAKER_00]: they're not looking for you to give

[00:17:32] [SPEAKER_00]: them something where you're

[00:17:33] [SPEAKER_00]: just reading off slides right

[00:17:34] [SPEAKER_00]: make it impactful

[00:17:36] [SPEAKER_00]: and definitely no death by

[00:17:38] [SPEAKER_00]: PowerPoint no one wants 30 slides

[00:17:39] [SPEAKER_00]: for an MBR QBR

[00:17:41] [SPEAKER_00]: you know you may be pushing

[00:17:43] [SPEAKER_00]: that boundary just a little bit

[00:17:44] [SPEAKER_00]: because there's three months

[00:17:46] [SPEAKER_00]: worth of data to work with

[00:17:48] [SPEAKER_00]: but for an MBR

[00:17:49] [SPEAKER_00]: keep that short

[00:17:50] [SPEAKER_00]: but make it impactful

[00:17:51] [SPEAKER_00]: and that I guarantee

[00:17:53] [SPEAKER_00]: you even with that

[00:17:54] [SPEAKER_00]: you know you're going to give

[00:17:55] [SPEAKER_00]: yourself you're going to see

[00:17:56] [SPEAKER_00]: more doors open

[00:17:57] [SPEAKER_00]: than are closed by doing that

[00:18:00] [SPEAKER_02]: Yep and who's your ideal

[00:18:02] [SPEAKER_02]: audience like who do you bring

[00:18:03] [SPEAKER_02]: to the table

[00:18:04] [SPEAKER_02]: when you're running those sessions

[00:18:05] [SPEAKER_01]: That's the exact same question

[00:18:08] [SPEAKER_00]: Yeah so I sit in TA right

[00:18:10] [SPEAKER_00]: so that's my audience there

[00:18:12] [SPEAKER_00]: but my hope is that

[00:18:15] [SPEAKER_00]: with what I share

[00:18:16] [SPEAKER_00]: it doesn't just stay within

[00:18:18] [SPEAKER_00]: you know amongst my

[00:18:19] [SPEAKER_00]: TA teammates

[00:18:20] [SPEAKER_00]: that it goes all the way up to

[00:18:21] [SPEAKER_00]: the C-suite because

[00:18:23] [SPEAKER_00]: I want it to be that impactful

[00:18:24] [SPEAKER_00]: where they thought it was

[00:18:25] [SPEAKER_00]: you know made that much of a

[00:18:26] [SPEAKER_00]: difference

[00:18:27] [SPEAKER_00]: that it goes to

[00:18:28] [SPEAKER_00]: you know of leadership

[00:18:30] [SPEAKER_00]: above me where it hits their

[00:18:31] [SPEAKER_00]: MBRs their QBRs

[00:18:33] [SPEAKER_00]: and then they see that

[00:18:34] [SPEAKER_00]: okay hey you know with this

[00:18:36] [SPEAKER_00]: employer branding stuff

[00:18:37] [SPEAKER_00]: that seemed like

[00:18:37] [SPEAKER_00]: you know it was a nice to have

[00:18:39] [SPEAKER_00]: we need that

[00:18:40] [SPEAKER_00]: we don't just need it

[00:18:41] [SPEAKER_00]: when we're hiring

[00:18:42] [SPEAKER_00]: we also need it

[00:18:43] [SPEAKER_00]: when we're building up processes

[00:18:45] [SPEAKER_00]: we're fighting to retain people

[00:18:46] [SPEAKER_00]: we're dealing with

[00:18:47] [SPEAKER_00]: redundancies

[00:18:48] [SPEAKER_00]: it's something that has to

[00:18:49] [SPEAKER_00]: stay there no matter what

[00:18:52] [SPEAKER_01]: Yeah you mentioned before

[00:18:53] [SPEAKER_01]: Alex

[00:18:54] [SPEAKER_01]: say and I heard a lot

[00:18:56] [SPEAKER_01]: a lot of employee

[00:18:57] [SPEAKER_01]: brand functions

[00:18:58] [SPEAKER_01]: work in isolation

[00:19:00] [SPEAKER_01]: and it's often they are

[00:19:01] [SPEAKER_01]: trying to do things

[00:19:04] [SPEAKER_01]: without being known

[00:19:05] [SPEAKER_01]: that the things are happening

[00:19:07] [SPEAKER_01]: because they don't want to get the

[00:19:07] [SPEAKER_01]: wrist-lap

[00:19:08] [SPEAKER_01]: and it's often it's a

[00:19:09] [SPEAKER_01]: let's just get it out there

[00:19:10] [SPEAKER_01]: and ask for forgiveness

[00:19:11] [SPEAKER_01]: kind of approach

[00:19:12] [SPEAKER_01]: and many organizations are here

[00:19:15] [SPEAKER_01]: Yeah good approach

[00:19:17] [SPEAKER_01]: Talked to me though

[00:19:18] [SPEAKER_01]: I know as well

[00:19:18] [SPEAKER_01]: like I've done that for years

[00:19:19] [SPEAKER_01]: I did but it's more

[00:19:20] [SPEAKER_01]: I think the greatest success

[00:19:21] [SPEAKER_01]: can be achieved through

[00:19:22] [SPEAKER_01]: collaboration with different parts

[00:19:24] [SPEAKER_01]: of the organization

[00:19:25] [SPEAKER_01]: through your experience

[00:19:26] [SPEAKER_01]: who are those

[00:19:27] [SPEAKER_01]: I guess key stakeholders

[00:19:28] [SPEAKER_01]: across the business

[00:19:29] [SPEAKER_01]: that you need to be engaging

[00:19:30] [SPEAKER_01]: along that journey

[00:19:31] [SPEAKER_01]: and kind of

[00:19:32] [SPEAKER_01]: but getting the buy in

[00:19:33] [SPEAKER_01]: support for what you do

[00:19:35] [SPEAKER_00]: Well you know for one

[00:19:37] [SPEAKER_00]: depending on where you sit

[00:19:38] [SPEAKER_00]: so I'll just use my example

[00:19:39] [SPEAKER_00]: because I said in TA

[00:19:41] [SPEAKER_00]: one you got to start small

[00:19:43] [SPEAKER_00]: so you need your recruiters

[00:19:45] [SPEAKER_00]: the TA leadership

[00:19:46] [SPEAKER_00]: sorcerers

[00:19:47] [SPEAKER_00]: anybody who's there

[00:19:48] [SPEAKER_00]: to first you know

[00:19:50] [SPEAKER_00]: you know get them involved

[00:19:51] [SPEAKER_00]: in terms of what you're going

[00:19:52] [SPEAKER_00]: to do or what

[00:19:52] [SPEAKER_00]: you'll be doing because

[00:19:55] [SPEAKER_00]: as you mentioned

[00:19:56] [SPEAKER_00]: we sit in silos quite a bit

[00:19:58] [SPEAKER_00]: and what I find is

[00:19:59] [SPEAKER_00]: we were typically brought in

[00:20:01] [SPEAKER_00]: when maybe this

[00:20:02] [SPEAKER_00]: let's say J runs

[00:20:03] [SPEAKER_00]: you know start up

[00:20:04] [SPEAKER_00]: and he's like

[00:20:05] [SPEAKER_00]: I know we need this

[00:20:06] [SPEAKER_00]: I don't know exactly

[00:20:07] [SPEAKER_00]: where this person

[00:20:07] [SPEAKER_00]: that this team is going to sit

[00:20:09] [SPEAKER_00]: but let's bring them in

[00:20:10] [SPEAKER_00]: and that's it

[00:20:11] [SPEAKER_00]: there's no one else

[00:20:13] [SPEAKER_00]: educating or advocating for you

[00:20:14] [SPEAKER_00]: right it's kind of up to

[00:20:16] [SPEAKER_00]: the dropping you in the deep end

[00:20:17] [SPEAKER_00]: and you

[00:20:17] [SPEAKER_00]: you know sure as hell

[00:20:19] [SPEAKER_00]: better learn how to swim

[00:20:19] [SPEAKER_00]: immediately so

[00:20:21] [SPEAKER_00]: but it doesn't end there

[00:20:22] [SPEAKER_00]: right I think that's

[00:20:23] [SPEAKER_00]: that's probably your first

[00:20:24] [SPEAKER_00]: couple weeks

[00:20:25] [SPEAKER_00]: you set up those calls

[00:20:26] [SPEAKER_00]: you kind of learn

[00:20:27] [SPEAKER_00]: what's going on

[00:20:28] [SPEAKER_00]: like you know

[00:20:29] [SPEAKER_00]: I would say for me

[00:20:31] [SPEAKER_00]: like I

[00:20:32] [SPEAKER_00]: when I had joined

[00:20:34] [SPEAKER_00]: you know here

[00:20:35] [SPEAKER_00]: go daddy

[00:20:35] [SPEAKER_00]: I

[00:20:35] [SPEAKER_00]: I

[00:20:36] [SPEAKER_00]: I love traveling

[00:20:37] [SPEAKER_00]: I love Europe

[00:20:38] [SPEAKER_00]: and so I joined

[00:20:40] [SPEAKER_00]: team that was based in the US

[00:20:42] [SPEAKER_00]: but I handled at Mia

[00:20:43] [SPEAKER_00]: right so I worked

[00:20:44] [SPEAKER_00]: some unique hours

[00:20:45] [SPEAKER_00]: to say the least

[00:20:46] [SPEAKER_00]: and the biggest thing

[00:20:47] [SPEAKER_00]: was okay let me

[00:20:48] [SPEAKER_00]: let me learn what

[00:20:49] [SPEAKER_00]: some of the struggles are

[00:20:50] [SPEAKER_00]: because

[00:20:51] [SPEAKER_00]: that kind of goes to

[00:20:52] [SPEAKER_00]: my approach

[00:20:52] [SPEAKER_00]: you know

[00:20:53] [SPEAKER_00]: I came up with a team

[00:20:54] [SPEAKER_00]: concept

[00:20:55] [SPEAKER_00]: and the whole thing is

[00:20:55] [SPEAKER_00]: okay

[00:20:56] [SPEAKER_00]: there's time to go through

[00:20:57] [SPEAKER_00]: that so what I did

[00:20:58] [SPEAKER_00]: was I set up

[00:20:59] [SPEAKER_00]: one on ones

[00:21:00] [SPEAKER_00]: with all my recruiters

[00:21:01] [SPEAKER_00]: as well as the senior

[00:21:02] [SPEAKER_00]: leadership

[00:21:03] [SPEAKER_00]: but not limited to them

[00:21:04] [SPEAKER_00]: I also

[00:21:05] [SPEAKER_00]: once I

[00:21:06] [SPEAKER_00]: you know

[00:21:07] [SPEAKER_00]: figured out some of

[00:21:08] [SPEAKER_00]: their struggles

[00:21:08] [SPEAKER_00]: like what we

[00:21:09] [SPEAKER_00]: we

[00:21:09] [SPEAKER_00]: what were we doing

[00:21:10] [SPEAKER_00]: in the states

[00:21:10] [SPEAKER_00]: that we could not

[00:21:11] [SPEAKER_00]: replicate

[00:21:12] [SPEAKER_00]: and

[00:21:12] [SPEAKER_00]: you know

[00:21:13] [SPEAKER_00]: like the UK

[00:21:14] [SPEAKER_00]: Romania

[00:21:14] [SPEAKER_00]: or elsewhere

[00:21:15] [SPEAKER_00]: and then

[00:21:17] [SPEAKER_00]: what was different

[00:21:18] [SPEAKER_00]: like okay

[00:21:18] [SPEAKER_00]: we could be hired

[00:21:19] [SPEAKER_00]: for this position

[00:21:20] [SPEAKER_00]: versus that

[00:21:20] [SPEAKER_00]: and those

[00:21:21] [SPEAKER_00]: you know

[00:21:22] [SPEAKER_00]: also the

[00:21:22] [SPEAKER_00]: different like

[00:21:23] [SPEAKER_00]: localization

[00:21:23] [SPEAKER_00]: of the

[00:21:24] [SPEAKER_00]: the branding

[00:21:25] [SPEAKER_00]: the language

[00:21:26] [SPEAKER_00]: that we had

[00:21:26] [SPEAKER_00]: the videos

[00:21:27] [SPEAKER_00]: figuring that all out

[00:21:28] [SPEAKER_00]: and then

[00:21:29] [SPEAKER_00]: from there

[00:21:30] [SPEAKER_00]: figuring out

[00:21:31] [SPEAKER_00]: not figuring out

[00:21:32] [SPEAKER_00]: but learning from them

[00:21:33] [SPEAKER_00]: who are your key stakeholders

[00:21:34] [SPEAKER_00]: right

[00:21:35] [SPEAKER_00]: who should I be working with

[00:21:36] [SPEAKER_00]: because

[00:21:37] [SPEAKER_00]: it's great that I have you

[00:21:38] [SPEAKER_00]: but I know there's

[00:21:39] [SPEAKER_00]: got to be like

[00:21:40] [SPEAKER_00]: a country manager

[00:21:41] [SPEAKER_00]: HR manager

[00:21:43] [SPEAKER_00]: and then

[00:21:43] [SPEAKER_00]: from there

[00:21:44] [SPEAKER_00]: once you get to buy

[00:21:44] [SPEAKER_00]: from those HR managers

[00:21:45] [SPEAKER_00]: okay

[00:21:46] [SPEAKER_00]: let's talk to the head

[00:21:47] [SPEAKER_00]: of engineering

[00:21:48] [SPEAKER_00]: the head of sales

[00:21:50] [SPEAKER_00]: customer service

[00:21:51] [SPEAKER_00]: and then working

[00:21:52] [SPEAKER_00]: with those teams

[00:21:52] [SPEAKER_00]: right

[00:21:52] [SPEAKER_00]: because once

[00:21:53] [SPEAKER_00]: you have

[00:21:53] [SPEAKER_00]: buy in from the top

[00:21:54] [SPEAKER_00]: and then they

[00:21:55] [SPEAKER_00]: you know

[00:21:56] [SPEAKER_00]: they

[00:21:56] [SPEAKER_00]: you get them

[00:21:57] [SPEAKER_00]: you know

[00:21:57] [SPEAKER_00]: a lot to work with

[00:21:58] [SPEAKER_00]: let them know

[00:21:59] [SPEAKER_00]: you're there

[00:21:59] [SPEAKER_00]: to be a partner

[00:22:00] [SPEAKER_00]: you're not just

[00:22:01] [SPEAKER_00]: you know

[00:22:01] [SPEAKER_00]: they're from

[00:22:02] [SPEAKER_00]: you know

[00:22:02] [SPEAKER_00]: HQ

[00:22:03] [SPEAKER_00]: and you're here

[00:22:04] [SPEAKER_00]: to shut down their ideas

[00:22:05] [SPEAKER_00]: you want to bring

[00:22:06] [SPEAKER_00]: their ideas to life

[00:22:07] [SPEAKER_00]: when you start doing that

[00:22:08] [SPEAKER_00]: things start flowing

[00:22:09] [SPEAKER_00]: and people wouldn't

[00:22:10] [SPEAKER_00]: actually gravitate back to you

[00:22:11] [SPEAKER_00]: where

[00:22:12] [SPEAKER_00]: okay

[00:22:12] [SPEAKER_00]: they'll share their stuff

[00:22:13] [SPEAKER_00]: and then

[00:22:14] [SPEAKER_00]: in turn

[00:22:14] [SPEAKER_00]: you're connected with them

[00:22:16] [SPEAKER_00]: you'll

[00:22:16] [SPEAKER_00]: you'll be part of these

[00:22:17] [SPEAKER_00]: different

[00:22:17] [SPEAKER_00]: slab groups

[00:22:18] [SPEAKER_00]: teams

[00:22:18] [SPEAKER_00]: discord

[00:22:19] [SPEAKER_00]: whatever you use

[00:22:20] [SPEAKER_00]: right

[00:22:20] [SPEAKER_00]: you'll figure out

[00:22:21] [SPEAKER_00]: that there

[00:22:21] [SPEAKER_00]: there's so much there

[00:22:22] [SPEAKER_00]: that you can be working with

[00:22:24] [SPEAKER_00]: and they trust you

[00:22:25] [SPEAKER_00]: enough to share that

[00:22:25] [SPEAKER_00]: because you've done

[00:22:26] [SPEAKER_00]: the due diligence

[00:22:26] [SPEAKER_00]: to reach out to them

[00:22:28] [SPEAKER_01]: yeah

[00:22:28] [SPEAKER_01]: yeah

[00:22:29] [SPEAKER_01]: I've also found that

[00:22:31] [SPEAKER_01]: I think times of

[00:22:32] [SPEAKER_01]: greater success

[00:22:33] [SPEAKER_01]: or real partnership

[00:22:34] [SPEAKER_01]: is actually when you're

[00:22:35] [SPEAKER_01]: getting those business

[00:22:36] [SPEAKER_01]: leaders on board

[00:22:36] [SPEAKER_01]: within the critical

[00:22:37] [SPEAKER_01]: talent segments

[00:22:38] [SPEAKER_01]: whether it be the

[00:22:38] [SPEAKER_01]: chief technology officer

[00:22:39] [SPEAKER_01]: or the head of cyber

[00:22:41] [SPEAKER_01]: when you've got them on board

[00:22:42] [SPEAKER_01]: they

[00:22:42] [SPEAKER_01]: they need this

[00:22:43] [SPEAKER_01]: they're desperate for it

[00:22:44] [SPEAKER_01]: and they're all in support

[00:22:45] [SPEAKER_01]: and often can bring

[00:22:46] [SPEAKER_01]: the funding as well

[00:22:47] [SPEAKER_01]: right

[00:22:49] [SPEAKER_00]: exactly

[00:22:49] [SPEAKER_00]: yeah

[00:22:50] [SPEAKER_00]: you know

[00:22:50] [SPEAKER_00]: when they

[00:22:50] [SPEAKER_00]: when they see that

[00:22:51] [SPEAKER_00]: it can be done

[00:22:52] [SPEAKER_00]: a different way

[00:22:53] [SPEAKER_00]: it's changing

[00:22:54] [SPEAKER_00]: the thought process

[00:22:55] [SPEAKER_00]: right like

[00:22:55] [SPEAKER_00]: you know

[00:22:57] [SPEAKER_00]: like typically

[00:22:58] [SPEAKER_00]: hired managers just think

[00:22:59] [SPEAKER_00]: okay

[00:22:59] [SPEAKER_00]: it's one and done

[00:23:00] [SPEAKER_00]: they copy this

[00:23:01] [SPEAKER_00]: JD

[00:23:02] [SPEAKER_00]: they give it to the

[00:23:03] [SPEAKER_00]: the recruiter

[00:23:05] [SPEAKER_00]: very little involvement

[00:23:06] [SPEAKER_00]: in terms of the intake

[00:23:07] [SPEAKER_00]: and then they push it out

[00:23:09] [SPEAKER_00]: to LinkedIn

[00:23:09] [SPEAKER_00]: local job boards

[00:23:10] [SPEAKER_00]: that's it

[00:23:11] [SPEAKER_00]: they're done

[00:23:11] [SPEAKER_00]: and if you show them

[00:23:12] [SPEAKER_00]: something as simple as

[00:23:13] [SPEAKER_00]: hey

[00:23:13] [SPEAKER_00]: you know

[00:23:14] [SPEAKER_00]: what

[00:23:14] [SPEAKER_00]: let me stop you there

[00:23:15] [SPEAKER_00]: okay

[00:23:16] [SPEAKER_00]: let's do this

[00:23:16] [SPEAKER_00]: I will give you messaging

[00:23:18] [SPEAKER_00]: I'm a copywriter

[00:23:19] [SPEAKER_00]: by trade

[00:23:19] [SPEAKER_00]: so I will give you this

[00:23:20] [SPEAKER_00]: I will show you

[00:23:21] [SPEAKER_00]: how it should be done

[00:23:22] [SPEAKER_00]: and let's just do this

[00:23:23] [SPEAKER_00]: instead

[00:23:23] [SPEAKER_00]: give it a few days

[00:23:24] [SPEAKER_00]: you share that

[00:23:25] [SPEAKER_00]: you and your teammates

[00:23:26] [SPEAKER_00]: share that too

[00:23:27] [SPEAKER_00]: because

[00:23:28] [SPEAKER_00]: I have an ends to a mean

[00:23:29] [SPEAKER_00]: like

[00:23:30] [SPEAKER_00]: you know

[00:23:30] [SPEAKER_00]: I work

[00:23:30] [SPEAKER_00]: I work in recruitment

[00:23:31] [SPEAKER_00]: I'm an employer brand leader

[00:23:33] [SPEAKER_00]: so people are going to know

[00:23:34] [SPEAKER_00]: what I'm trying to do

[00:23:35] [SPEAKER_00]: right

[00:23:35] [SPEAKER_00]: I have to

[00:23:36] [SPEAKER_00]: I'm telling these stories

[00:23:36] [SPEAKER_00]: I'm amplifying them

[00:23:37] [SPEAKER_00]: but you actually have the

[00:23:38] [SPEAKER_00]: network

[00:23:39] [SPEAKER_00]: that will help you

[00:23:40] [SPEAKER_00]: get the person

[00:23:41] [SPEAKER_00]: like you're looking to hire

[00:23:41] [SPEAKER_00]: because

[00:23:42] [SPEAKER_00]: I know developers

[00:23:44] [SPEAKER_00]: I know front end

[00:23:44] [SPEAKER_00]: back end engineers

[00:23:46] [SPEAKER_00]: I don't know them

[00:23:47] [SPEAKER_00]: like you do

[00:23:48] [SPEAKER_00]: I can't top text that

[00:23:50] [SPEAKER_00]: and you sharing that

[00:23:51] [SPEAKER_00]: has you know

[00:23:51] [SPEAKER_00]: a bigger impact

[00:23:52] [SPEAKER_00]: versus

[00:23:53] [SPEAKER_00]: me or 20 other people

[00:23:54] [SPEAKER_00]: who aren't really involved

[00:23:55] [SPEAKER_00]: like we can spread

[00:23:56] [SPEAKER_00]: the good word

[00:23:57] [SPEAKER_00]: I think it's going to maybe impact that

[00:23:58] [SPEAKER_00]: but

[00:23:58] [SPEAKER_00]: they want to hear from you

[00:24:00] [SPEAKER_00]: and they want to hear from the horses

[00:24:01] [SPEAKER_00]: about that matters more to them

[00:24:04] [SPEAKER_02]: and so just one

[00:24:06] [SPEAKER_02]: just calling out for any other

[00:24:07] [SPEAKER_02]: we've had a lot of

[00:24:08] [SPEAKER_02]: nice comments coming through

[00:24:09] [SPEAKER_02]: just checking if we've got

[00:24:10] [SPEAKER_02]: any other questions

[00:24:10] [SPEAKER_02]: and call out for that

[00:24:12] [SPEAKER_02]: so one

[00:24:12] [SPEAKER_02]: one kind of final question

[00:24:13] [SPEAKER_02]: on this first topic

[00:24:14] [SPEAKER_02]: Alex is

[00:24:15] [SPEAKER_02]: we started to touch on it before

[00:24:17] [SPEAKER_02]: around

[00:24:17] [SPEAKER_02]: okay

[00:24:17] [SPEAKER_02]: where

[00:24:18] [SPEAKER_02]: how to position and add value

[00:24:19] [SPEAKER_02]: when hiring slows down

[00:24:20] [SPEAKER_02]: because you're just talking

[00:24:21] [SPEAKER_02]: before about there

[00:24:21] [SPEAKER_02]: about getting the right

[00:24:23] [SPEAKER_02]: positioning

[00:24:23] [SPEAKER_02]: and

[00:24:24] [SPEAKER_02]: collaboration with hiring managers

[00:24:26] [SPEAKER_02]: and department leaders

[00:24:27] [SPEAKER_02]: and things like that

[00:24:28] [SPEAKER_02]: but I know you've got a really nice

[00:24:29] [SPEAKER_02]: analogy around this

[00:24:30] [SPEAKER_02]: if you want to share that

[00:24:32] [SPEAKER_02]: before we move on to the next topic

[00:24:34] [SPEAKER_00]: Oh yeah

[00:24:35] [SPEAKER_00]: yeah with teams

[00:24:36] [SPEAKER_00]: is that weird

[00:24:40] [SPEAKER_02]: the playoffs

[00:24:41] [SPEAKER_02]: how's about the playoffs

[00:24:42] [SPEAKER_01]: playoffs

[00:24:42] [SPEAKER_01]: the playoffs

[00:24:44] [SPEAKER_01]: which is quite timely

[00:24:47] [SPEAKER_01]: it's all in Australia

[00:24:48] [SPEAKER_01]: it's all the football codes

[00:24:49] [SPEAKER_01]: it's the grand final this weekend

[00:24:50] [SPEAKER_01]: so the playoff

[00:24:51] [SPEAKER_01]: and not making the playoffs

[00:24:53] [SPEAKER_01]: when we spoke about

[00:24:55] [SPEAKER_01]: what do you do then

[00:24:56] [SPEAKER_01]: as a team

[00:24:57] [SPEAKER_00]: well you know I think that's

[00:24:59] [SPEAKER_00]: I am

[00:25:00] [SPEAKER_00]: I'm kind of stumped by that too

[00:25:01] [SPEAKER_00]: because

[00:25:02] [SPEAKER_00]: that question comes up

[00:25:04] [SPEAKER_00]: more than you would think

[00:25:04] [SPEAKER_00]: you know

[00:25:05] [SPEAKER_00]: either publicly

[00:25:06] [SPEAKER_00]: or behind closed doors

[00:25:08] [SPEAKER_00]: on you know

[00:25:08] [SPEAKER_00]: communities that we all frequent

[00:25:10] [SPEAKER_00]: there's a lot you can do

[00:25:11] [SPEAKER_00]: because

[00:25:12] [SPEAKER_00]: people keep thinking that

[00:25:14] [SPEAKER_00]: you know

[00:25:15] [SPEAKER_00]: as an employer brand

[00:25:16] [SPEAKER_00]: leader or team

[00:25:17] [SPEAKER_00]: that

[00:25:18] [SPEAKER_00]: you are always

[00:25:19] [SPEAKER_00]: your focus should be external

[00:25:20] [SPEAKER_00]: but

[00:25:20] [SPEAKER_00]: there's also a little thing

[00:25:22] [SPEAKER_00]: called retention

[00:25:23] [SPEAKER_00]: and keeping your people there

[00:25:24] [SPEAKER_00]: you know

[00:25:25] [SPEAKER_00]: excited about things right

[00:25:26] [SPEAKER_00]: so there's

[00:25:27] [SPEAKER_00]: there's opportunities there

[00:25:28] [SPEAKER_00]: where okay hey

[00:25:29] [SPEAKER_00]: you know

[00:25:29] [SPEAKER_00]: things are slow

[00:25:30] [SPEAKER_00]: maybe build an employer brand

[00:25:32] [SPEAKER_00]: toolkit

[00:25:32] [SPEAKER_00]: because

[00:25:34] [SPEAKER_00]: one of the key things that is

[00:25:35] [SPEAKER_00]: that is picking up steam

[00:25:36] [SPEAKER_00]: that Adam Gordon's working on

[00:25:38] [SPEAKER_00]: is

[00:25:38] [SPEAKER_00]: out of

[00:25:39] [SPEAKER_00]: Edinburgh

[00:25:40] [SPEAKER_00]: is

[00:25:41] [SPEAKER_00]: there is recruiter enablement

[00:25:42] [SPEAKER_00]: recruiter enablement ties

[00:25:43] [SPEAKER_00]: pretty good

[00:25:44] [SPEAKER_00]: and to employer branding

[00:25:45] [SPEAKER_00]: where okay so

[00:25:46] [SPEAKER_00]: if you have

[00:25:47] [SPEAKER_00]: you know for employer

[00:25:48] [SPEAKER_00]: brand and team

[00:25:49] [SPEAKER_00]: if you can help with

[00:25:50] [SPEAKER_00]: recruiter enablement tools

[00:25:51] [SPEAKER_00]: for your recruiters

[00:25:52] [SPEAKER_00]: when hiring does pick up

[00:25:53] [SPEAKER_00]: that's going to help them be

[00:25:54] [SPEAKER_00]: successful

[00:25:55] [SPEAKER_00]: and then along with that

[00:25:57] [SPEAKER_00]: you slide into their

[00:25:58] [SPEAKER_00]: your employer brand toolkit

[00:25:59] [SPEAKER_00]: which

[00:25:59] [SPEAKER_00]: is going to teach them

[00:26:01] [SPEAKER_00]: hey basically

[00:26:02] [SPEAKER_00]: as much as you can

[00:26:02] [SPEAKER_00]: EV 101

[00:26:03] [SPEAKER_00]: like what's the best way

[00:26:04] [SPEAKER_00]: to go to market

[00:26:06] [SPEAKER_00]: how you know

[00:26:07] [SPEAKER_00]: help them refresh their

[00:26:07] [SPEAKER_00]: LinkedIn profiles

[00:26:09] [SPEAKER_00]: help them

[00:26:10] [SPEAKER_00]: you know

[00:26:10] [SPEAKER_00]: work on their personal brands

[00:26:11] [SPEAKER_00]: and that like

[00:26:12] [SPEAKER_00]: that you have the time

[00:26:14] [SPEAKER_00]: to do that now

[00:26:14] [SPEAKER_00]: when it's slow right

[00:26:15] [SPEAKER_00]: and when things do

[00:26:16] [SPEAKER_00]: pick up then

[00:26:17] [SPEAKER_00]: you know

[00:26:17] [SPEAKER_00]: you're going to be super

[00:26:18] [SPEAKER_00]: busy so the

[00:26:19] [SPEAKER_00]: the focus really won't be

[00:26:20] [SPEAKER_00]: there

[00:26:21] [SPEAKER_00]: but outside of that

[00:26:22] [SPEAKER_00]: it's great opportunity

[00:26:23] [SPEAKER_00]: to

[00:26:24] [SPEAKER_00]: you know

[00:26:25] [SPEAKER_00]: capture some

[00:26:25] [SPEAKER_00]: content with people

[00:26:27] [SPEAKER_00]: who are there

[00:26:27] [SPEAKER_00]: so

[00:26:28] [SPEAKER_00]: unless that company's

[00:26:29] [SPEAKER_00]: shutting down right

[00:26:30] [SPEAKER_00]: there's gotta be people

[00:26:31] [SPEAKER_00]: who are there for a reason

[00:26:32] [SPEAKER_00]: outside of needing a job

[00:26:33] [SPEAKER_00]: they're

[00:26:34] [SPEAKER_00]: they're

[00:26:35] [SPEAKER_00]: you know

[00:26:35] [SPEAKER_00]: let's assume the market's

[00:26:36] [SPEAKER_00]: good in this

[00:26:36] [SPEAKER_00]: in this circumstance

[00:26:38] [SPEAKER_00]: they are

[00:26:38] [SPEAKER_00]: they're happy to be there

[00:26:39] [SPEAKER_00]: so okay let's

[00:26:40] [SPEAKER_00]: let's talk to the

[00:26:41] [SPEAKER_00]: director of engineer

[00:26:42] [SPEAKER_00]: because

[00:26:43] [SPEAKER_00]: he has to know that

[00:26:44] [SPEAKER_00]: but you know

[00:26:44] [SPEAKER_00]: the hiring is going to

[00:26:45] [SPEAKER_00]: pick up eventually

[00:26:46] [SPEAKER_00]: so what would you want

[00:26:47] [SPEAKER_00]: like

[00:26:48] [SPEAKER_00]: how can we set you up

[00:26:49] [SPEAKER_00]: for success

[00:26:49] [SPEAKER_00]: so when the doors do

[00:26:50] [SPEAKER_00]: the virtual doors open

[00:26:52] [SPEAKER_00]: for hiring

[00:26:52] [SPEAKER_00]: next month

[00:26:53] [SPEAKER_00]: or let's go two months out

[00:26:54] [SPEAKER_00]: all right let's record a video

[00:26:56] [SPEAKER_00]: like what's special

[00:26:56] [SPEAKER_00]: about you and your team

[00:26:57] [SPEAKER_00]: speak that you know

[00:26:58] [SPEAKER_00]: engineering

[00:26:59] [SPEAKER_00]: you know that's going to work

[00:27:00] [SPEAKER_00]: so get a few of those

[00:27:01] [SPEAKER_00]: different videos

[00:27:02] [SPEAKER_00]: to capture

[00:27:02] [SPEAKER_00]: you know

[00:27:03] [SPEAKER_00]: on the hiring manager

[00:27:03] [SPEAKER_00]: the team

[00:27:05] [SPEAKER_00]: heck even build out a blog

[00:27:06] [SPEAKER_00]: or you know

[00:27:07] [SPEAKER_00]: start diving into tiktok

[00:27:08] [SPEAKER_00]: which is a huge miss

[00:27:09] [SPEAKER_00]: by a lot of companies but

[00:27:11] [SPEAKER_00]: and then outside of that

[00:27:14] [SPEAKER_00]: you have a lot of

[00:27:15] [SPEAKER_00]: existing content

[00:27:16] [SPEAKER_00]: whether it be on the

[00:27:17] [SPEAKER_00]: branding side

[00:27:17] [SPEAKER_00]: or on the

[00:27:19] [SPEAKER_00]: the product

[00:27:20] [SPEAKER_00]: or consumer marketing side

[00:27:22] [SPEAKER_00]: that is still there

[00:27:23] [SPEAKER_00]: you've created that

[00:27:24] [SPEAKER_00]: prior to

[00:27:24] [SPEAKER_00]: things slowing down

[00:27:26] [SPEAKER_00]: you can always leverage that

[00:27:28] [SPEAKER_00]: nothing stops

[00:27:28] [SPEAKER_00]: and also if you are

[00:27:30] [SPEAKER_00]: if your

[00:27:31] [SPEAKER_00]: your company is big

[00:27:32] [SPEAKER_00]: in the community

[00:27:32] [SPEAKER_00]: with your efforts

[00:27:34] [SPEAKER_00]: that's additional content

[00:27:35] [SPEAKER_00]: that you can share

[00:27:35] [SPEAKER_00]: because

[00:27:36] [SPEAKER_00]: you shouldn't just be sharing

[00:27:37] [SPEAKER_00]: you know

[00:27:38] [SPEAKER_00]: content about you hiring

[00:27:39] [SPEAKER_00]: there should be content

[00:27:40] [SPEAKER_00]: that tells the overall

[00:27:41] [SPEAKER_00]: story

[00:27:42] [SPEAKER_00]: about your company

[00:27:43] [SPEAKER_00]: that experience

[00:27:44] [SPEAKER_00]: inside and outside

[00:27:45] [SPEAKER_00]: and that's a

[00:27:47] [SPEAKER_00]: that's a great opportunity

[00:27:47] [SPEAKER_00]: to really

[00:27:49] [SPEAKER_00]: to dive into that

[00:27:50] [SPEAKER_00]: to investigate

[00:27:51] [SPEAKER_00]: see what you have

[00:27:51] [SPEAKER_00]: and go back

[00:27:52] [SPEAKER_00]: and start leveraging that

[00:27:53] [SPEAKER_00]: because

[00:27:53] [SPEAKER_00]: the content doesn't die

[00:27:55] [SPEAKER_00]: after using it once

[00:27:55] [SPEAKER_00]: so

[00:27:56] [SPEAKER_00]: there's

[00:27:57] [SPEAKER_00]: you know

[00:27:57] [SPEAKER_00]: those are just

[00:27:57] [SPEAKER_00]: a few different things

[00:27:58] [SPEAKER_00]: I mean

[00:27:58] [SPEAKER_00]: I'm sure there's more

[00:27:59] [SPEAKER_00]: we could talk for that

[00:28:00] [SPEAKER_00]: you know

[00:28:00] [SPEAKER_00]: for

[00:28:00] [SPEAKER_00]: for several hours

[00:28:02] [SPEAKER_00]: but

[00:28:02] [SPEAKER_00]: no I

[00:28:03] [SPEAKER_00]: I view a slow down

[00:28:05] [SPEAKER_00]: like that's just

[00:28:06] [SPEAKER_00]: you're going to be busy

[00:28:07] [SPEAKER_00]: but in a different way

[00:28:08] [SPEAKER_00]: compared to when

[00:28:08] [SPEAKER_00]: you're hiring

[00:28:09] [SPEAKER_00]: for quite a few

[00:28:10] [SPEAKER_00]: repositions

[00:28:12] [SPEAKER_02]: yeah

[00:28:12] [SPEAKER_02]: it sounds like such

[00:28:13] [SPEAKER_02]: a good opportunity

[00:28:14] [SPEAKER_02]: to go back

[00:28:14] [SPEAKER_02]: because I know even

[00:28:15] [SPEAKER_02]: you know

[00:28:16] [SPEAKER_02]: during parallels

[00:28:16] [SPEAKER_02]: in the marketing space

[00:28:17] [SPEAKER_02]: there's always that list

[00:28:18] [SPEAKER_02]: of like really good

[00:28:19] [SPEAKER_02]: hygiene activities

[00:28:20] [SPEAKER_02]: those refreshers

[00:28:21] [SPEAKER_02]: or exploring

[00:28:21] [SPEAKER_02]: exploring new channels

[00:28:22] [SPEAKER_02]: that you just don't have time for

[00:28:24] [SPEAKER_02]: when you're just in

[00:28:24] [SPEAKER_02]: full execution mode

[00:28:26] [SPEAKER_02]: so to take that opportunity

[00:28:27] [SPEAKER_02]: to go back

[00:28:27] [SPEAKER_02]: rebuild

[00:28:28] [SPEAKER_02]: refresh and strengthen

[00:28:30] [SPEAKER_02]: before you're going back out

[00:28:32] [SPEAKER_02]: and you are

[00:28:32] [SPEAKER_02]: you are hiring again

[00:28:33] [SPEAKER_02]: which

[00:28:34] [SPEAKER_02]: is bound to happen

[00:28:35] [SPEAKER_02]: when as

[00:28:36] [SPEAKER_02]: you know

[00:28:36] [SPEAKER_02]: the market changes

[00:28:38] [SPEAKER_02]: yeah I think it's a

[00:28:38] [SPEAKER_02]: really good move

[00:28:40] [SPEAKER_02]: yeah

[00:28:41] [SPEAKER_02]: okay

[00:28:41] [SPEAKER_00]: I agree

[00:28:42] [SPEAKER_00]: and I think

[00:28:42] [SPEAKER_00]: people just

[00:28:43] [SPEAKER_00]: dropped something

[00:28:43] [SPEAKER_00]: good in there too

[00:28:44] [SPEAKER_00]: but

[00:28:45] [SPEAKER_00]: cool to him for that

[00:28:46] [SPEAKER_00]: sorry

[00:28:46] [SPEAKER_00]: yeah

[00:28:47] [SPEAKER_02]: nice

[00:28:48] [SPEAKER_02]: all right cool

[00:28:49] [SPEAKER_02]: let's jump into the next

[00:28:49] [SPEAKER_02]: topic

[00:28:50] [SPEAKER_02]: which is a bit more around

[00:28:51] [SPEAKER_02]: but yeah

[00:28:52] [SPEAKER_02]: that's

[00:28:52] [SPEAKER_02]: it's good segue again

[00:28:53] [SPEAKER_02]: like into content

[00:28:54] [SPEAKER_02]: strategy itself

[00:28:55] [SPEAKER_02]: so

[00:28:56] [SPEAKER_02]: Alex I can

[00:28:56] [SPEAKER_02]: I wish I

[00:28:57] [SPEAKER_02]: I should have noted the name

[00:28:58] [SPEAKER_02]: or flick this to you

[00:28:59] [SPEAKER_02]: but I saw a great post

[00:28:59] [SPEAKER_02]: on LinkedIn

[00:29:00] [SPEAKER_02]: the other day

[00:29:00] [SPEAKER_02]: talking about how

[00:29:02] [SPEAKER_02]: suggesting something

[00:29:02] [SPEAKER_02]: along the lines

[00:29:03] [SPEAKER_02]: of 5% of talent

[00:29:04] [SPEAKER_02]: is in that

[00:29:05] [SPEAKER_02]: like active search

[00:29:07] [SPEAKER_02]: state

[00:29:08] [SPEAKER_02]: at any given point

[00:29:09] [SPEAKER_02]: in time

[00:29:10] [SPEAKER_02]: so

[00:29:11] [SPEAKER_02]: research a bit more

[00:29:12] [SPEAKER_02]: of you know

[00:29:13] [SPEAKER_02]: LinkedIn's got some other

[00:29:13] [SPEAKER_02]: numbers as close to say

[00:29:14] [SPEAKER_02]: 25%

[00:29:15] [SPEAKER_02]: so there's quite a range there

[00:29:17] [SPEAKER_02]: obviously it depends

[00:29:18] [SPEAKER_02]: on many different factors

[00:29:19] [SPEAKER_02]: like industry

[00:29:20] [SPEAKER_02]: region or

[00:29:20] [SPEAKER_02]: like right now

[00:29:21] [SPEAKER_02]: economic conditions

[00:29:22] [SPEAKER_02]: but

[00:29:22] [SPEAKER_02]: I suppose the key point

[00:29:24] [SPEAKER_02]: was that

[00:29:25] [SPEAKER_02]: it sounds like that

[00:29:26] [SPEAKER_02]: it's really good to assume

[00:29:27] [SPEAKER_02]: that the minority of talent

[00:29:28] [SPEAKER_02]: especially good talent

[00:29:31] [SPEAKER_02]: is active

[00:29:31] [SPEAKER_02]: and so there's this

[00:29:33] [SPEAKER_02]: large opportunity

[00:29:34] [SPEAKER_02]: there or missed opportunity

[00:29:35] [SPEAKER_02]: if you're not thinking

[00:29:35] [SPEAKER_02]: about the rest of the talent

[00:29:36] [SPEAKER_02]: who's not active

[00:29:37] [SPEAKER_02]: and the channels

[00:29:38] [SPEAKER_02]: and things like that

[00:29:39] [SPEAKER_02]: so

[00:29:39] [SPEAKER_02]: yeah

[00:29:39] [SPEAKER_02]: Keenan kind of

[00:29:40] [SPEAKER_02]: get your take

[00:29:40] [SPEAKER_02]: and mindset on that

[00:29:41] [SPEAKER_02]: and what does it mean

[00:29:42] [SPEAKER_02]: in terms of your

[00:29:43] [SPEAKER_02]: content strategy

[00:29:44] [SPEAKER_00]: yeah so

[00:29:45] [SPEAKER_00]: um

[00:29:46] [SPEAKER_00]: you know my team and I

[00:29:47] [SPEAKER_00]: our approach is very much

[00:29:49] [SPEAKER_00]: a top of funnel approach

[00:29:51] [SPEAKER_00]: it's that

[00:29:52] [SPEAKER_00]: brand awareness

[00:29:53] [SPEAKER_00]: you know

[00:29:53] [SPEAKER_00]: attracting them

[00:29:54] [SPEAKER_00]: and

[00:29:56] [SPEAKER_00]: we're

[00:29:56] [SPEAKER_00]: we're not after

[00:29:57] [SPEAKER_00]: you know like

[00:29:58] [SPEAKER_00]: there's

[00:29:58] [SPEAKER_00]: certain

[00:29:59] [SPEAKER_00]: you know

[00:29:59] [SPEAKER_00]: certain departments

[00:30:00] [SPEAKER_00]: right where

[00:30:00] [SPEAKER_00]: maybe okay

[00:30:01] [SPEAKER_00]: you have to go

[00:30:02] [SPEAKER_00]: after that

[00:30:03] [SPEAKER_00]: you know

[00:30:03] [SPEAKER_00]: 25%

[00:30:03] [SPEAKER_00]: because there's a lot of

[00:30:04] [SPEAKER_00]: attrition

[00:30:05] [SPEAKER_00]: but for the vast majority

[00:30:06] [SPEAKER_00]: of positions that

[00:30:08] [SPEAKER_00]: you know

[00:30:08] [SPEAKER_00]: you have

[00:30:09] [SPEAKER_00]: companies

[00:30:09] [SPEAKER_00]: like you said

[00:30:10] [SPEAKER_00]: there's passive candidates

[00:30:11] [SPEAKER_00]: and that's where

[00:30:12] [SPEAKER_00]: the opportunity

[00:30:13] [SPEAKER_00]: and the magic is

[00:30:14] [SPEAKER_00]: in terms of what we do

[00:30:16] [SPEAKER_00]: because

[00:30:17] [SPEAKER_00]: you should the goal

[00:30:18] [SPEAKER_00]: should be okay

[00:30:18] [SPEAKER_00]: like I don't want that person

[00:30:20] [SPEAKER_00]: that's going to apply

[00:30:20] [SPEAKER_00]: for every

[00:30:21] [SPEAKER_00]: requisition on

[00:30:22] [SPEAKER_00]: on LinkedIn

[00:30:22] [SPEAKER_00]: or indeed

[00:30:23] [SPEAKER_00]: right

[00:30:23] [SPEAKER_00]: because

[00:30:24] [SPEAKER_00]: they're going to apply

[00:30:25] [SPEAKER_00]: for everything

[00:30:25] [SPEAKER_00]: they're

[00:30:26] [SPEAKER_00]: they're not very intentional

[00:30:27] [SPEAKER_00]: and you should one

[00:30:29] [SPEAKER_00]: like you know

[00:30:29] [SPEAKER_00]: if I'm first starting out

[00:30:30] [SPEAKER_00]: a any sort of employer

[00:30:31] [SPEAKER_00]: branding shopper function

[00:30:33] [SPEAKER_00]: yeah I'll take as much

[00:30:34] [SPEAKER_00]: as I can get

[00:30:35] [SPEAKER_00]: but once I have

[00:30:35] [SPEAKER_00]: everything well defined

[00:30:37] [SPEAKER_00]: I want to do something

[00:30:38] [SPEAKER_00]: that's going to

[00:30:38] [SPEAKER_00]: you know

[00:30:39] [SPEAKER_00]: track free

[00:30:39] [SPEAKER_00]: when Bree is

[00:30:40] [SPEAKER_00]: not when Bree's on

[00:30:41] [SPEAKER_00]: LinkedIn

[00:30:41] [SPEAKER_00]: and when she's like

[00:30:42] [SPEAKER_00]: you know

[00:30:43] [SPEAKER_00]: going through

[00:30:43] [SPEAKER_00]: every requisition

[00:30:44] [SPEAKER_00]: somewhere else

[00:30:45] [SPEAKER_00]: it's when she may be

[00:30:46] [SPEAKER_00]: on TikTok

[00:30:47] [SPEAKER_00]: and she goes through

[00:30:48] [SPEAKER_00]: you know

[00:30:48] [SPEAKER_00]: she goes through

[00:30:49] [SPEAKER_00]: maybe some comedy

[00:30:51] [SPEAKER_00]: TikToks

[00:30:51] [SPEAKER_00]: and she sees

[00:30:52] [SPEAKER_00]: something about

[00:30:53] [SPEAKER_00]: hey

[00:30:53] [SPEAKER_00]: you know

[00:30:54] [SPEAKER_00]: Alex her

[00:30:55] [SPEAKER_00]: at

[00:30:55] [SPEAKER_00]: company ABCD

[00:30:57] [SPEAKER_00]: and then

[00:30:58] [SPEAKER_00]: I'm talking about that

[00:30:59] [SPEAKER_00]: you know

[00:30:59] [SPEAKER_00]: the

[00:30:59] [SPEAKER_00]: the support I have

[00:31:00] [SPEAKER_00]: as an engineer

[00:31:02] [SPEAKER_00]: and that's where

[00:31:02] [SPEAKER_00]: okay

[00:31:03] [SPEAKER_00]: I meet her

[00:31:04] [SPEAKER_00]: where she's at

[00:31:04] [SPEAKER_00]: not where

[00:31:05] [SPEAKER_00]: I'm putting all my money

[00:31:06] [SPEAKER_00]: in terms of recruitment

[00:31:07] [SPEAKER_00]: and

[00:31:08] [SPEAKER_00]: she's like

[00:31:09] [SPEAKER_00]: you know what

[00:31:09] [SPEAKER_00]: actually

[00:31:10] [SPEAKER_00]: I did have a bad day

[00:31:11] [SPEAKER_00]: today

[00:31:11] [SPEAKER_00]: and I

[00:31:12] [SPEAKER_00]: I you know

[00:31:13] [SPEAKER_00]: I wasn't going to search

[00:31:14] [SPEAKER_00]: but because

[00:31:15] [SPEAKER_00]: I saw this TikTok

[00:31:16] [SPEAKER_00]: I turned from a passive

[00:31:17] [SPEAKER_00]: candidate

[00:31:18] [SPEAKER_00]: to an active one

[00:31:19] [SPEAKER_00]: I'm going to take an action

[00:31:20] [SPEAKER_00]: and do something

[00:31:20] [SPEAKER_00]: that is well outside of

[00:31:22] [SPEAKER_00]: what I have prepared to do

[00:31:23] [SPEAKER_00]: today or even this week

[00:31:25] [SPEAKER_00]: and it's

[00:31:26] [SPEAKER_00]: it's stuff like that

[00:31:27] [SPEAKER_00]: or you know

[00:31:27] [SPEAKER_00]: someone just

[00:31:28] [SPEAKER_00]: coming across

[00:31:29] [SPEAKER_00]: content that

[00:31:30] [SPEAKER_00]: you know

[00:31:30] [SPEAKER_00]: my teammates are sharing

[00:31:31] [SPEAKER_00]: or

[00:31:32] [SPEAKER_00]: you know

[00:31:33] [SPEAKER_00]: other

[00:31:33] [SPEAKER_00]: other

[00:31:34] [SPEAKER_00]: you know

[00:31:34] [SPEAKER_00]: other individuals

[00:31:35] [SPEAKER_00]: that's where

[00:31:36] [SPEAKER_00]: you can really get those

[00:31:37] [SPEAKER_00]: into

[00:31:37] [SPEAKER_00]: you know

[00:31:38] [SPEAKER_00]: the people who you

[00:31:38] [SPEAKER_00]: want to have

[00:31:39] [SPEAKER_00]: join your company

[00:31:39] [SPEAKER_00]: because

[00:31:41] [SPEAKER_00]: they

[00:31:41] [SPEAKER_00]: it's the whole thing

[00:31:42] [SPEAKER_00]: is really

[00:31:42] [SPEAKER_00]: turning a passive candidate

[00:31:43] [SPEAKER_00]: into an active one

[00:31:44] [SPEAKER_00]: and finding

[00:31:45] [SPEAKER_00]: different platforms

[00:31:46] [SPEAKER_00]: and

[00:31:47] [SPEAKER_00]: different ways

[00:31:47] [SPEAKER_00]: unique ways

[00:31:48] [SPEAKER_00]: of thinking that happen

[00:31:50] [SPEAKER_02]: yeah

[00:31:51] [SPEAKER_02]: and if you're not doing

[00:31:52] [SPEAKER_02]: is that

[00:31:52] [SPEAKER_02]: is that a good delineation

[00:31:54] [SPEAKER_02]: help me understand

[00:31:55] [SPEAKER_02]: this

[00:31:55] [SPEAKER_02]: is that a good delineation

[00:31:56] [SPEAKER_02]: between

[00:31:57] [SPEAKER_02]: if you're really just focusing

[00:31:58] [SPEAKER_02]: on those active candidates

[00:31:59] [SPEAKER_02]: you're a lot more

[00:32:00] [SPEAKER_02]: in the recruitment

[00:32:00] [SPEAKER_02]: marketing space

[00:32:01] [SPEAKER_02]: very tactical versus

[00:32:02] [SPEAKER_02]: the rest

[00:32:03] [SPEAKER_02]: like I said

[00:32:03] [SPEAKER_02]: we're

[00:32:04] [SPEAKER_02]: imagine it's the other 75

[00:32:05] [SPEAKER_02]: percent

[00:32:05] [SPEAKER_02]: we're trying

[00:32:06] [SPEAKER_02]: like you said

[00:32:06] [SPEAKER_02]: trying to bring them

[00:32:07] [SPEAKER_02]: over to the active space

[00:32:08] [SPEAKER_02]: that we're doing

[00:32:08] [SPEAKER_02]: the true employee brand

[00:32:09] [SPEAKER_02]: like you said

[00:32:10] [SPEAKER_02]: magic

[00:32:11] [SPEAKER_02]: so I

[00:32:13] [SPEAKER_00]: I don't take

[00:32:14] [SPEAKER_00]: so

[00:32:15] [SPEAKER_00]: the market

[00:32:15] [SPEAKER_00]: is a mixed bag

[00:32:16] [SPEAKER_00]: right so for me

[00:32:17] [SPEAKER_00]: the way I view it is

[00:32:20] [SPEAKER_00]: you have your content

[00:32:21] [SPEAKER_00]: mark

[00:32:21] [SPEAKER_00]: so I'm under employer brand

[00:32:23] [SPEAKER_00]: and you have your content

[00:32:23] [SPEAKER_00]: marketing

[00:32:24] [SPEAKER_00]: which is organic

[00:32:24] [SPEAKER_00]: you create everything

[00:32:25] [SPEAKER_00]: once you push it out

[00:32:27] [SPEAKER_00]: at a paid level

[00:32:27] [SPEAKER_00]: that's your recruitment

[00:32:28] [SPEAKER_00]: marketing

[00:32:28] [SPEAKER_00]: but then

[00:32:29] [SPEAKER_00]: you can have two different

[00:32:30] [SPEAKER_00]: approaches for that

[00:32:31] [SPEAKER_00]: right

[00:32:31] [SPEAKER_00]: if you have

[00:32:32] [SPEAKER_00]: let's say

[00:32:33] [SPEAKER_00]: we

[00:32:34] [SPEAKER_00]: for example

[00:32:34] [SPEAKER_00]: we we hire for

[00:32:36] [SPEAKER_00]: like a lot of

[00:32:38] [SPEAKER_00]: classes at

[00:32:39] [SPEAKER_00]: at go daddy

[00:32:39] [SPEAKER_00]: so with that

[00:32:40] [SPEAKER_00]: okay

[00:32:40] [SPEAKER_00]: we have to go

[00:32:41] [SPEAKER_00]: like the approach there

[00:32:43] [SPEAKER_00]: is okay

[00:32:43] [SPEAKER_00]: we want to get as many

[00:32:44] [SPEAKER_00]: applicants as we can

[00:32:45] [SPEAKER_00]: for

[00:32:46] [SPEAKER_00]: our care positions

[00:32:47] [SPEAKER_00]: however

[00:32:48] [SPEAKER_00]: if it's for

[00:32:49] [SPEAKER_00]: you know

[00:32:50] [SPEAKER_00]: the other positions

[00:32:50] [SPEAKER_00]: we have

[00:32:51] [SPEAKER_00]: on the corporate side

[00:32:52] [SPEAKER_00]: and engineering

[00:32:52] [SPEAKER_00]: it's more of a brand

[00:32:54] [SPEAKER_00]: awareness play

[00:32:54] [SPEAKER_00]: and yeah

[00:32:55] [SPEAKER_00]: there is a call to action

[00:32:56] [SPEAKER_00]: but it's not

[00:32:57] [SPEAKER_00]: where okay

[00:32:58] [SPEAKER_00]: we're looking for

[00:32:59] [SPEAKER_00]: so many applicants

[00:33:00] [SPEAKER_00]: so I would say

[00:33:01] [SPEAKER_00]: it's more of a

[00:33:02] [SPEAKER_00]: a two problem approach

[00:33:03] [SPEAKER_00]: when it comes

[00:33:04] [SPEAKER_00]: to the page

[00:33:04] [SPEAKER_00]: with Kuber marketing

[00:33:07] [SPEAKER_02]: yep

[00:33:07] [SPEAKER_02]: okay

[00:33:08] [SPEAKER_02]: and yeah

[00:33:09] [SPEAKER_02]: you just mentioned

[00:33:09] [SPEAKER_02]: go daddy before

[00:33:10] [SPEAKER_02]: like

[00:33:11] [SPEAKER_02]: is there a couple of

[00:33:12] [SPEAKER_02]: examples of the type

[00:33:13] [SPEAKER_02]: of content

[00:33:15] [SPEAKER_02]: or that

[00:33:16] [SPEAKER_02]: has really landed

[00:33:17] [SPEAKER_02]: for you guys

[00:33:18] [SPEAKER_02]: and helped you stand out

[00:33:19] [SPEAKER_02]: better

[00:33:19] [SPEAKER_02]: and motivate those passive

[00:33:20] [SPEAKER_02]: candidates

[00:33:21] [SPEAKER_02]: you got a few examples

[00:33:21] [SPEAKER_02]: you'd be willing to share

[00:33:22] [SPEAKER_00]: um

[00:33:23] [SPEAKER_00]: yeah the biggest one

[00:33:24] [SPEAKER_00]: without getting

[00:33:25] [SPEAKER_00]: uh

[00:33:26] [SPEAKER_00]: you know

[00:33:26] [SPEAKER_00]: too deep into the details

[00:33:28] [SPEAKER_00]: you know

[00:33:28] [SPEAKER_00]: happy to

[00:33:29] [SPEAKER_00]: share if anybody

[00:33:30] [SPEAKER_00]: features out

[00:33:31] [SPEAKER_00]: but

[00:33:31] [SPEAKER_00]: uh

[00:33:31] [SPEAKER_01]: oh we want the details

[00:33:32] [SPEAKER_01]: come on

[00:33:33] [SPEAKER_01]: uh no

[00:33:34] [SPEAKER_00]: so uh

[00:33:35] [SPEAKER_00]: good friend James Ellis

[00:33:36] [SPEAKER_00]: I uh

[00:33:37] [SPEAKER_00]: you know

[00:33:38] [SPEAKER_00]: outside of just

[00:33:39] [SPEAKER_00]: you know

[00:33:39] [SPEAKER_00]: collaborating with him

[00:33:41] [SPEAKER_00]: on a few different things

[00:33:42] [SPEAKER_00]: one of the best

[00:33:43] [SPEAKER_00]: nuggets that he shared

[00:33:44] [SPEAKER_00]: that I think

[00:33:45] [SPEAKER_00]: a lot of companies

[00:33:46] [SPEAKER_00]: have to get better at is

[00:33:48] [SPEAKER_00]: you could be hiring

[00:33:48] [SPEAKER_00]: but you don't need to say

[00:33:50] [SPEAKER_00]: that you're hiring

[00:33:51] [SPEAKER_00]: we've seen

[00:33:53] [SPEAKER_00]: success with that

[00:33:54] [SPEAKER_00]: in videos

[00:33:56] [SPEAKER_00]: because

[00:33:56] [SPEAKER_00]: you know

[00:33:57] [SPEAKER_00]: when you're

[00:33:57] [SPEAKER_00]: you're almost like

[00:33:58] [SPEAKER_00]: too much out there

[00:33:58] [SPEAKER_00]: like the best example

[00:33:59] [SPEAKER_00]: that he shared is

[00:34:00] [SPEAKER_00]: you know

[00:34:01] [SPEAKER_00]: when salespeople

[00:34:02] [SPEAKER_00]: are trying to sell stuff

[00:34:03] [SPEAKER_00]: they don't have to

[00:34:04] [SPEAKER_00]: scream from the group tops

[00:34:05] [SPEAKER_00]: or scream on

[00:34:06] [SPEAKER_00]: you know

[00:34:06] [SPEAKER_00]: social media

[00:34:07] [SPEAKER_00]: that they are hiring

[00:34:08] [SPEAKER_00]: that they

[00:34:09] [SPEAKER_00]: they're trying to sell

[00:34:10] [SPEAKER_00]: whatever right

[00:34:10] [SPEAKER_00]: they kind of work

[00:34:11] [SPEAKER_00]: their way into that

[00:34:12] [SPEAKER_00]: right they'll

[00:34:12] [SPEAKER_00]: work their way into

[00:34:14] [SPEAKER_00]: with the

[00:34:15] [SPEAKER_00]: the ultimate goal of

[00:34:16] [SPEAKER_00]: selling you on something

[00:34:17] [SPEAKER_00]: but that's not what

[00:34:17] [SPEAKER_00]: they're going to lead with

[00:34:19] [SPEAKER_00]: and uh

[00:34:20] [SPEAKER_00]: what we did was

[00:34:20] [SPEAKER_00]: switch our focus

[00:34:21] [SPEAKER_00]: so we're okay

[00:34:22] [SPEAKER_00]: yeah we know we need to hire

[00:34:23] [SPEAKER_00]: people that's

[00:34:24] [SPEAKER_00]: you know

[00:34:24] [SPEAKER_00]: at the end of the day

[00:34:25] [SPEAKER_00]: we we fall into

[00:34:26] [SPEAKER_00]: t.a. that's what

[00:34:27] [SPEAKER_00]: you know

[00:34:28] [SPEAKER_00]: we have to attract

[00:34:28] [SPEAKER_00]: and we have to hire

[00:34:30] [SPEAKER_00]: however

[00:34:30] [SPEAKER_00]: how do we

[00:34:31] [SPEAKER_00]: how do we get them

[00:34:32] [SPEAKER_00]: how do we get that person

[00:34:33] [SPEAKER_00]: to you know

[00:34:33] [SPEAKER_00]: be so back to being

[00:34:34] [SPEAKER_00]: you know

[00:34:35] [SPEAKER_00]: passive

[00:34:35] [SPEAKER_00]: passive to active

[00:34:36] [SPEAKER_00]: and it's focusing on

[00:34:37] [SPEAKER_00]: like what do we

[00:34:38] [SPEAKER_00]: you know

[00:34:39] [SPEAKER_00]: we we can't compete with

[00:34:40] [SPEAKER_00]: you know

[00:34:41] [SPEAKER_00]: like there's bigger

[00:34:42] [SPEAKER_00]: companies who have

[00:34:43] [SPEAKER_00]: amazing

[00:34:43] [SPEAKER_00]: you know

[00:34:44] [SPEAKER_00]: amazing things

[00:34:45] [SPEAKER_00]: that they offer

[00:34:45] [SPEAKER_00]: like let's say

[00:34:46] [SPEAKER_00]: meta or alpha

[00:34:48] [SPEAKER_00]: but slash google

[00:34:48] [SPEAKER_00]: but what we offer

[00:34:50] [SPEAKER_00]: is unique

[00:34:50] [SPEAKER_00]: so let's talk about

[00:34:51] [SPEAKER_00]: the benefits

[00:34:52] [SPEAKER_00]: maybe you know

[00:34:52] [SPEAKER_00]: if you're going through

[00:34:54] [SPEAKER_00]: something

[00:34:54] [SPEAKER_00]: you know

[00:34:55] [SPEAKER_00]: life changing

[00:34:56] [SPEAKER_00]: what have we done

[00:34:57] [SPEAKER_00]: can we

[00:34:57] [SPEAKER_00]: I didn't

[00:34:58] [SPEAKER_00]: you know

[00:34:58] [SPEAKER_00]: do we have teammates

[00:34:59] [SPEAKER_00]: who are willing

[00:35:00] [SPEAKER_00]: to share that

[00:35:00] [SPEAKER_00]: and we can

[00:35:01] [SPEAKER_00]: highlight that too

[00:35:02] [SPEAKER_00]: so one

[00:35:03] [SPEAKER_00]: we're amplifying

[00:35:03] [SPEAKER_00]: their stories

[00:35:05] [SPEAKER_00]: two

[00:35:05] [SPEAKER_00]: we're putting them

[00:35:06] [SPEAKER_00]: out there to

[00:35:07] [SPEAKER_00]: potential

[00:35:07] [SPEAKER_00]: you know

[00:35:08] [SPEAKER_00]: future teammates

[00:35:09] [SPEAKER_00]: that would

[00:35:10] [SPEAKER_00]: want to join us

[00:35:10] [SPEAKER_00]: down the road

[00:35:11] [SPEAKER_00]: and when they see

[00:35:12] [SPEAKER_00]: that and resonates for

[00:35:13] [SPEAKER_00]: them they're like

[00:35:13] [SPEAKER_00]: you're not just

[00:35:14] [SPEAKER_00]: saying hey

[00:35:14] [SPEAKER_00]: join our team

[00:35:15] [SPEAKER_00]: we're so amazing

[00:35:16] [SPEAKER_00]: you know

[00:35:17] [SPEAKER_00]: now hiring

[00:35:18] [SPEAKER_00]: that's your call to action

[00:35:19] [SPEAKER_00]: but you don't

[00:35:20] [SPEAKER_00]: lead with that

[00:35:21] [SPEAKER_00]: and we found that has been

[00:35:23] [SPEAKER_00]: it's been pretty

[00:35:24] [SPEAKER_00]: successful for us

[00:35:27] [SPEAKER_02]: yeah

[00:35:28] [SPEAKER_02]: and when you say

[00:35:28] [SPEAKER_02]: successful like

[00:35:29] [SPEAKER_02]: what

[00:35:29] [SPEAKER_02]: what's kind of the

[00:35:30] [SPEAKER_02]: feedback loop

[00:35:31] [SPEAKER_02]: where

[00:35:31] [SPEAKER_02]: are you looking to

[00:35:32] [SPEAKER_02]: determine that this is

[00:35:33] [SPEAKER_02]: this is getting

[00:35:34] [SPEAKER_02]: more traction than what

[00:35:34] [SPEAKER_02]: what

[00:35:35] [SPEAKER_02]: the alternative

[00:35:36] [SPEAKER_02]: might have been

[00:35:37] [SPEAKER_00]: simple a b testing jay

[00:35:39] [SPEAKER_00]: so

[00:35:40] [SPEAKER_00]: you're

[00:35:41] [SPEAKER_00]: your typical

[00:35:41] [SPEAKER_00]: we're hiring video

[00:35:42] [SPEAKER_00]: let's say on

[00:35:43] [SPEAKER_00]: on instagram

[00:35:44] [SPEAKER_00]: or tiktok

[00:35:45] [SPEAKER_00]: and you may be getting

[00:35:46] [SPEAKER_00]: a couple hundred views

[00:35:48] [SPEAKER_00]: versus getting a million

[00:35:51] [SPEAKER_00]: so the one about

[00:35:52] [SPEAKER_00]: you know

[00:35:52] [SPEAKER_00]: you know

[00:35:53] [SPEAKER_00]: meaning more

[00:35:54] [SPEAKER_00]: and on the support

[00:35:55] [SPEAKER_00]: works out way better

[00:35:57] [SPEAKER_00]: but it's

[00:35:58] [SPEAKER_02]: yeah

[00:35:58] [SPEAKER_00]: I will say

[00:35:59] [SPEAKER_00]: it does matter

[00:36:00] [SPEAKER_00]: like you know

[00:36:01] [SPEAKER_00]: in terms of like

[00:36:02] [SPEAKER_00]: one are you won't

[00:36:03] [SPEAKER_00]: take the risk

[00:36:04] [SPEAKER_00]: two do you have

[00:36:05] [SPEAKER_00]: the support of your

[00:36:06] [SPEAKER_00]: leadership

[00:36:07] [SPEAKER_00]: to do that

[00:36:07] [SPEAKER_00]: because

[00:36:08] [SPEAKER_00]: if they give

[00:36:09] [SPEAKER_00]: if your leadership

[00:36:10] [SPEAKER_00]: provides you

[00:36:11] [SPEAKER_00]: that safe space

[00:36:11] [SPEAKER_00]: where hey

[00:36:12] [SPEAKER_00]: you listen

[00:36:13] [SPEAKER_00]: it's it's okay to mess up

[00:36:14] [SPEAKER_00]: right

[00:36:15] [SPEAKER_00]: and you know if you mess up

[00:36:16] [SPEAKER_00]: like the Ted Lasso approach

[00:36:17] [SPEAKER_00]: be like the smartest

[00:36:18] [SPEAKER_00]: animal on the planet

[00:36:19] [SPEAKER_00]: a goldfish

[00:36:20] [SPEAKER_00]: have a 10 second memory

[00:36:21] [SPEAKER_00]: mess up

[00:36:22] [SPEAKER_00]: do it again

[00:36:23] [SPEAKER_00]: keep trying new things

[00:36:25] [SPEAKER_00]: if you have that freedom

[00:36:26] [SPEAKER_00]: to do that

[00:36:26] [SPEAKER_00]: with your leadership

[00:36:27] [SPEAKER_00]: in that culture

[00:36:28] [SPEAKER_00]: and environment

[00:36:28] [SPEAKER_00]: then you can do that

[00:36:30] [SPEAKER_00]: but I think it's

[00:36:30] [SPEAKER_00]: a little bit scary

[00:36:31] [SPEAKER_00]: you know if you

[00:36:32] [SPEAKER_00]: if you know

[00:36:33] [SPEAKER_00]: there are repercussions

[00:36:34] [SPEAKER_00]: if you fail right

[00:36:35] [SPEAKER_00]: you're

[00:36:35] [SPEAKER_00]: you're gonna be a little

[00:36:36] [SPEAKER_00]: if you on testing out

[00:36:38] [SPEAKER_00]: new things

[00:36:38] [SPEAKER_00]: but

[00:36:39] [SPEAKER_00]: I would say

[00:36:40] [SPEAKER_00]: testing out new things is

[00:36:42] [SPEAKER_00]: it's gonna serve you

[00:36:42] [SPEAKER_00]: better than anything

[00:36:43] [SPEAKER_00]: assuming you

[00:36:44] [SPEAKER_00]: have the ability to do that

[00:36:47] [SPEAKER_02]: yeah totally

[00:36:48] [SPEAKER_02]: hey we just got a question

[00:36:50] [SPEAKER_02]: comes through from Samantha

[00:36:51] [SPEAKER_02]: which is

[00:36:52] [SPEAKER_02]: at

[00:36:52] [SPEAKER_02]: top of funnel

[00:36:53] [SPEAKER_02]: how do you measure

[00:36:54] [SPEAKER_02]: brand awareness

[00:36:54] [SPEAKER_02]: is it mainly on the engagement

[00:36:56] [SPEAKER_02]: rates

[00:36:56] [SPEAKER_02]: yeah what's your take on that

[00:36:59] [SPEAKER_00]: um shoot

[00:37:00] [SPEAKER_00]: there's a

[00:37:00] [SPEAKER_00]: there's a lot of different things

[00:37:02] [SPEAKER_00]: I mean there's actually

[00:37:03] [SPEAKER_00]: there's a great e-book

[00:37:04] [SPEAKER_00]: like the martech

[00:37:05] [SPEAKER_00]: and employer bandwagon

[00:37:06] [SPEAKER_00]: on

[00:37:09] [SPEAKER_00]: 549 kpi's

[00:37:10] [SPEAKER_00]: it's not a plug

[00:37:11] [SPEAKER_00]: but um

[00:37:12] [SPEAKER_02]: it's not enough

[00:37:12] [SPEAKER_02]: it's not enough

[00:37:14] [SPEAKER_00]: yeah there's

[00:37:15] [SPEAKER_00]: quite a few things

[00:37:15] [SPEAKER_00]: there's like I mean

[00:37:16] [SPEAKER_00]: engagement rates is one thing

[00:37:19] [SPEAKER_00]: also in terms of brand awareness

[00:37:20] [SPEAKER_00]: there's

[00:37:21] [SPEAKER_00]: I've been diving really

[00:37:22] [SPEAKER_00]: really deeply into

[00:37:24] [SPEAKER_00]: Google analytics

[00:37:25] [SPEAKER_00]: and the reason why I bring this up

[00:37:27] [SPEAKER_00]: is

[00:37:27] [SPEAKER_00]: you can see out of your top 10 sources

[00:37:30] [SPEAKER_00]: right you know

[00:37:30] [SPEAKER_00]: where you're plugging in

[00:37:31] [SPEAKER_00]: tons of money

[00:37:32] [SPEAKER_00]: like

[00:37:32] [SPEAKER_00]: I mean

[00:37:33] [SPEAKER_00]: you would hope that

[00:37:34] [SPEAKER_00]: LinkedIn is somewhere at the top

[00:37:36] [SPEAKER_00]: because you're

[00:37:36] [SPEAKER_00]: you know if you have a six figure

[00:37:37] [SPEAKER_00]: contract with them

[00:37:39] [SPEAKER_00]: enterprise

[00:37:40] [SPEAKER_00]: you're like most big companies

[00:37:41] [SPEAKER_00]: it's

[00:37:42] [SPEAKER_00]: you should see a lot of traffic from there but

[00:37:45] [SPEAKER_00]: I'm more interested in the organic traffic

[00:37:47] [SPEAKER_00]: so

[00:37:47] [SPEAKER_00]: outside of what we're paying for

[00:37:49] [SPEAKER_00]: organic tells me

[00:37:50] [SPEAKER_00]: you've seen enough of all the things

[00:37:52] [SPEAKER_00]: that we've been talking about right

[00:37:53] [SPEAKER_00]: we put out

[00:37:55] [SPEAKER_00]: employee advocacy type of messaging

[00:37:56] [SPEAKER_00]: we put out blogs

[00:37:57] [SPEAKER_00]: videos

[00:37:58] [SPEAKER_00]: paid adverts

[00:37:59] [SPEAKER_00]: and then

[00:38:01] [SPEAKER_00]: we have

[00:38:02] [SPEAKER_00]: you know gotten into your head

[00:38:03] [SPEAKER_00]: in a good way

[00:38:04] [SPEAKER_00]: I would hope versus a bad way

[00:38:06] [SPEAKER_00]: where you've taken the

[00:38:07] [SPEAKER_00]: the action on your own

[00:38:09] [SPEAKER_00]: you've made the decision to type in

[00:38:11] [SPEAKER_00]: careers.godaddy.com

[00:38:13] [SPEAKER_00]: or careers.videomyjob.com

[00:38:18] [SPEAKER_00]: that's a

[00:38:18] [SPEAKER_00]: you know

[00:38:19] [SPEAKER_00]: very calculated approach

[00:38:20] [SPEAKER_00]: because

[00:38:21] [SPEAKER_00]: you've enjoyed everything you've seen

[00:38:23] [SPEAKER_00]: and so

[00:38:24] [SPEAKER_00]: because of that

[00:38:25] [SPEAKER_00]: now there's

[00:38:26] [SPEAKER_00]: you know

[00:38:26] [SPEAKER_00]: you love the brand

[00:38:27] [SPEAKER_00]: you're taking an action

[00:38:28] [SPEAKER_00]: and then you're typing in keywords

[00:38:29] [SPEAKER_00]: doing these different things

[00:38:30] [SPEAKER_00]: and that tells me more than

[00:38:33] [SPEAKER_00]: you know me

[00:38:33] [SPEAKER_00]: me sending you there with a paid ad

[00:38:35] [SPEAKER_00]: right paid ads are good too but then

[00:38:37] [SPEAKER_00]: and once you know

[00:38:38] [SPEAKER_00]: you go there on your own

[00:38:39] [SPEAKER_00]: I think that's

[00:38:40] [SPEAKER_00]: there's a lot to be taken

[00:38:41] [SPEAKER_00]: from that

[00:38:42] [SPEAKER_00]: and that alone.

[00:38:43] [SPEAKER_01]: I'm gonna say it's so frustrating though

[00:38:45] [SPEAKER_01]: because you'd love to know

[00:38:46] [SPEAKER_01]: what was it

[00:38:47] [SPEAKER_01]: and obviously they've

[00:38:48] [SPEAKER_01]: they've heard

[00:38:49] [SPEAKER_01]: your messages

[00:38:50] [SPEAKER_01]: they've seen your content

[00:38:51] [SPEAKER_01]: over and over again

[00:38:52] [SPEAKER_01]: what was it though

[00:38:53] [SPEAKER_01]: that made them

[00:38:54] [SPEAKER_01]: go out of their way

[00:38:55] [SPEAKER_01]: to proactively search you

[00:38:56] [SPEAKER_01]: and you'll never know that one

[00:38:57] [SPEAKER_01]: isn't that frustrating

[00:38:59] [SPEAKER_00]: you won't but you know

[00:39:02] [SPEAKER_00]: I guarantee if you dive into your

[00:39:04] [SPEAKER_00]: you know your

[00:39:05] [SPEAKER_00]: surveys

[00:39:06] [SPEAKER_00]: people will go out of their way

[00:39:08] [SPEAKER_00]: to tell you

[00:39:08] [SPEAKER_00]: and I'm surprised

[00:39:09] [SPEAKER_00]: I've seen you know

[00:39:10] [SPEAKER_00]: quite a

[00:39:11] [SPEAKER_00]: quite a few come in over the years

[00:39:13] [SPEAKER_00]: whether it be

[00:39:15] [SPEAKER_00]: here

[00:39:16] [SPEAKER_00]: or elsewhere

[00:39:17] [SPEAKER_00]: you know with consulting gigs

[00:39:18] [SPEAKER_00]: or other full-time gigs

[00:39:20] [SPEAKER_00]: they will tell you

[00:39:21] [SPEAKER_00]: so if you've done a good job

[00:39:22] [SPEAKER_00]: they'll say

[00:39:22] [SPEAKER_00]: hey actually

[00:39:23] [SPEAKER_00]: I was on the fence about this

[00:39:24] [SPEAKER_00]: but I saw

[00:39:25] [SPEAKER_00]: I went

[00:39:26] [SPEAKER_00]: I you know

[00:39:27] [SPEAKER_00]: you know

[00:39:28] [SPEAKER_00]: just did a full scan

[00:39:29] [SPEAKER_00]: of your social sites

[00:39:30] [SPEAKER_00]: and I saw

[00:39:31] [SPEAKER_00]: you know

[00:39:32] [SPEAKER_00]: Jay featured over here

[00:39:33] [SPEAKER_00]: or were you doing this

[00:39:34] [SPEAKER_00]: and it just showed me

[00:39:36] [SPEAKER_00]: how much you know

[00:39:37] [SPEAKER_00]: how passionate

[00:39:37] [SPEAKER_00]: you were about supporting

[00:39:38] [SPEAKER_00]: your people

[00:39:39] [SPEAKER_00]: so I stayed along with the process

[00:39:40] [SPEAKER_00]: and eventually

[00:39:41] [SPEAKER_00]: you know

[00:39:42] [SPEAKER_00]: either it didn't work out

[00:39:43] [SPEAKER_00]: or I did eventually join the company

[00:39:45] [SPEAKER_01]: yeah

[00:39:46] [SPEAKER_01]: so I've heard a couple of times

[00:39:47] [SPEAKER_01]: now you've been mentioning these surveys

[00:39:48] [SPEAKER_01]: so what I'm hearing

[00:39:49] [SPEAKER_01]: it's quite critical for

[00:39:50] [SPEAKER_01]: organizations to put in some

[00:39:52] [SPEAKER_01]: we'll say quite comprehensive

[00:39:54] [SPEAKER_01]: survey questions

[00:39:55] [SPEAKER_01]: in order to gather the insights

[00:39:57] [SPEAKER_01]: that you need

[00:39:58] [SPEAKER_01]: in the employer brand space

[00:39:59] [SPEAKER_01]: to do what you do

[00:40:00] [SPEAKER_01]: so I think typically

[00:40:01] [SPEAKER_01]: when companies have a survey

[00:40:02] [SPEAKER_01]: and it might be about the

[00:40:03] [SPEAKER_01]: candidate experience

[00:40:04] [SPEAKER_01]: and it might be more of an MPS

[00:40:05] [SPEAKER_01]: kind of like

[00:40:06] [SPEAKER_01]: what was that journey like

[00:40:07] [SPEAKER_01]: from the recruitment

[00:40:07] [SPEAKER_01]: perspective

[00:40:08] [SPEAKER_01]: but you're taking another layer down aren't you

[00:40:11] [SPEAKER_00]: yeah yeah

[00:40:12] [SPEAKER_00]: so you get a lot from that

[00:40:14] [SPEAKER_00]: and also like

[00:40:15] [SPEAKER_00]: you know

[00:40:15] [SPEAKER_00]: just a simple drop down

[00:40:16] [SPEAKER_00]: multiple choice

[00:40:18] [SPEAKER_00]: one more

[00:40:18] [SPEAKER_00]: you know

[00:40:18] [SPEAKER_00]: not multiple choice

[00:40:19] [SPEAKER_00]: but like

[00:40:19] [SPEAKER_00]: you know

[00:40:20] [SPEAKER_00]: single select option

[00:40:21] [SPEAKER_00]: right

[00:40:21] [SPEAKER_00]: like how did you hear about us

[00:40:23] [SPEAKER_00]: but the surveys are huge

[00:40:25] [SPEAKER_00]: and I think that

[00:40:25] [SPEAKER_00]: like companies

[00:40:27] [SPEAKER_00]: may feel their survey fatigue

[00:40:28] [SPEAKER_00]: you know

[00:40:29] [SPEAKER_00]: definitely internally

[00:40:30] [SPEAKER_00]: that that could be

[00:40:31] [SPEAKER_00]: something that's there

[00:40:32] [SPEAKER_00]: but

[00:40:32] [SPEAKER_00]: if you provide people with a

[00:40:34] [SPEAKER_00]: very good candidate experience

[00:40:36] [SPEAKER_00]: you know

[00:40:36] [SPEAKER_00]: from the first touch point

[00:40:37] [SPEAKER_00]: to win

[00:40:38] [SPEAKER_00]: they either get denied

[00:40:39] [SPEAKER_00]: or they get the position

[00:40:41] [SPEAKER_00]: that's going to resonate for them

[00:40:42] [SPEAKER_00]: because people put too much stock

[00:40:44] [SPEAKER_00]: into like

[00:40:45] [SPEAKER_00]: indeed glass door

[00:40:46] [SPEAKER_00]: comparably

[00:40:47] [SPEAKER_00]: but if you think about it

[00:40:48] [SPEAKER_00]: you're going there

[00:40:50] [SPEAKER_00]: if you

[00:40:51] [SPEAKER_00]: I think

[00:40:52] [SPEAKER_00]: you know

[00:40:52] [SPEAKER_00]: if I had to

[00:40:53] [SPEAKER_00]: you know say

[00:40:54] [SPEAKER_00]: you know

[00:40:55] [SPEAKER_00]: like have a personal opinion

[00:40:56] [SPEAKER_00]: on that

[00:40:57] [SPEAKER_00]: I would say most people would go there

[00:40:58] [SPEAKER_00]: if they're

[00:40:59] [SPEAKER_00]: they're kind of pissed off

[00:40:59] [SPEAKER_00]: about something

[00:41:00] [SPEAKER_00]: so if I know like

[00:41:01] [SPEAKER_00]: okay I'm pretty angry this

[00:41:02] [SPEAKER_00]: you know

[00:41:03] [SPEAKER_00]: this company and the experience I had

[00:41:04] [SPEAKER_00]: or you know

[00:41:05] [SPEAKER_00]: I'm a former employee

[00:41:06] [SPEAKER_00]: I want to go there

[00:41:07] [SPEAKER_00]: but if that experience was that good

[00:41:09] [SPEAKER_00]: right

[00:41:10] [SPEAKER_00]: hey listen

[00:41:11] [SPEAKER_00]: if it didn't work out

[00:41:12] [SPEAKER_00]: I'm going to actually go through your

[00:41:13] [SPEAKER_00]: survey process

[00:41:14] [SPEAKER_00]: I have to care that much

[00:41:15] [SPEAKER_00]: to do that

[00:41:16] [SPEAKER_00]: if I'm upset with you

[00:41:17] [SPEAKER_00]: I'm not going into

[00:41:18] [SPEAKER_00]: the your own little platform

[00:41:20] [SPEAKER_00]: to give you

[00:41:20] [SPEAKER_00]: advice

[00:41:21] [SPEAKER_00]: or the

[00:41:22] [SPEAKER_00]: the share reviews with you

[00:41:23] [SPEAKER_00]: that you can in turn use to

[00:41:24] [SPEAKER_00]: you know

[00:41:25] [SPEAKER_00]: hop out of your company

[00:41:26] [SPEAKER_00]: I

[00:41:26] [SPEAKER_00]: I wouldn't even do that at all

[00:41:29] [SPEAKER_02]: yeah I was going to say before

[00:41:30] [SPEAKER_02]: Alex in

[00:41:30] [SPEAKER_02]: in response to that question from

[00:41:32] [SPEAKER_02]: Samantha about the brand

[00:41:34] [SPEAKER_02]: the brand play

[00:41:36] [SPEAKER_02]: and how to measure that

[00:41:36] [SPEAKER_02]: I think there was you touched on

[00:41:38] [SPEAKER_02]: just a really important point there

[00:41:39] [SPEAKER_02]: which I think is easily overlooked

[00:41:40] [SPEAKER_02]: for people who don't geek out on this

[00:41:42] [SPEAKER_02]: stuff all the time

[00:41:43] [SPEAKER_02]: which is

[00:41:45] [SPEAKER_02]: if

[00:41:45] [SPEAKER_02]: let's say you're running social media

[00:41:47] [SPEAKER_02]: focus brand

[00:41:48] [SPEAKER_02]: a brand awareness

[00:41:49] [SPEAKER_02]: it's good

[00:41:50] [SPEAKER_02]: I think what you were saying is

[00:41:51] [SPEAKER_02]: it's good not to rely on

[00:41:53] [SPEAKER_02]: okay did we get a click through from

[00:41:54] [SPEAKER_02]: that content to the website

[00:41:55] [SPEAKER_02]: and that's how we know it's

[00:41:56] [SPEAKER_02]: working because

[00:41:57] [SPEAKER_02]: people don't necessarily do that

[00:41:58] [SPEAKER_02]: a lot of people won't click

[00:41:59] [SPEAKER_02]: or don't want to click

[00:42:00] [SPEAKER_02]: but they'll go straight over to

[00:42:02] [SPEAKER_02]: search

[00:42:03] [SPEAKER_02]: when the time is right and search

[00:42:04] [SPEAKER_02]: for your brand name

[00:42:05] [SPEAKER_02]: specifically

[00:42:06] [SPEAKER_02]: because you've educated them on the

[00:42:07] [SPEAKER_02]: social media side

[00:42:08] [SPEAKER_02]: so

[00:42:08] [SPEAKER_02]: yeah you kind of touched on

[00:42:09] [SPEAKER_02]: I just wanted to tease that out a

[00:42:10] [SPEAKER_02]: little bit more

[00:42:11] [SPEAKER_02]: if not

[00:42:11] [SPEAKER_02]: it's not about getting the click

[00:42:12] [SPEAKER_02]: it's about well is it leading to

[00:42:14] [SPEAKER_02]: more

[00:42:14] [SPEAKER_02]: activity that means they know who

[00:42:16] [SPEAKER_02]: we are and they're deliberately

[00:42:16] [SPEAKER_02]: looking for us

[00:42:17] [SPEAKER_02]: which

[00:42:18] [SPEAKER_02]: search

[00:42:18] [SPEAKER_02]: and then

[00:42:18] [SPEAKER_02]: of course that's a good lead

[00:42:20] [SPEAKER_02]: indicator

[00:42:21] [SPEAKER_02]: but then

[00:42:21] [SPEAKER_02]: you know

[00:42:22] [SPEAKER_02]: obviously the lag stuff

[00:42:23] [SPEAKER_02]: we have to wait

[00:42:23] [SPEAKER_02]: we have to be patient

[00:42:24] [SPEAKER_02]: wait until

[00:42:25] [SPEAKER_02]: we're right down the tail end

[00:42:26] [SPEAKER_02]: of the conversation

[00:42:27] [SPEAKER_02]: to tease out what really made the

[00:42:28] [SPEAKER_02]: difference for you

[00:42:30] [SPEAKER_00]: yeah yeah true

[00:42:31] [SPEAKER_00]: I think that and then

[00:42:32] [SPEAKER_00]: you know

[00:42:34] [SPEAKER_00]: one

[00:42:35] [SPEAKER_00]: and this is so basic

[00:42:37] [SPEAKER_00]: so simple

[00:42:37] [SPEAKER_00]: but it's not that I can

[00:42:38] [SPEAKER_00]: that I heard at

[00:42:40] [SPEAKER_00]: wreck best here in the States

[00:42:42] [SPEAKER_00]: was that referrals

[00:42:43] [SPEAKER_00]: like I think we

[00:42:44] [SPEAKER_00]: it's easy to discount that too

[00:42:46] [SPEAKER_00]: but

[00:42:47] [SPEAKER_00]: you know

[00:42:47] [SPEAKER_00]: if outside of your

[00:42:49] [SPEAKER_00]: showcasing the employer

[00:42:51] [SPEAKER_00]: brand externally

[00:42:51] [SPEAKER_00]: if you do want a good job

[00:42:53] [SPEAKER_00]: internally people feel like

[00:42:54] [SPEAKER_00]: you know they

[00:42:54] [SPEAKER_00]: they have like a war cry

[00:42:56] [SPEAKER_00]: rally cry

[00:42:57] [SPEAKER_00]: whatever you want to call it

[00:42:58] [SPEAKER_00]: they they feel great about the

[00:43:00] [SPEAKER_00]: company

[00:43:00] [SPEAKER_00]: great about the brand

[00:43:01] [SPEAKER_00]: they're going to refer people

[00:43:03] [SPEAKER_00]: but

[00:43:03] [SPEAKER_00]: if you look at that

[00:43:04] [SPEAKER_00]: in terms of judging the sentiment

[00:43:05] [SPEAKER_00]: if they

[00:43:06] [SPEAKER_00]: they don't like what's

[00:43:07] [SPEAKER_00]: you know

[00:43:07] [SPEAKER_00]: the direction the company is going

[00:43:08] [SPEAKER_00]: in

[00:43:09] [SPEAKER_00]: and they

[00:43:10] [SPEAKER_00]: they really don't like what's

[00:43:11] [SPEAKER_00]: you know

[00:43:11] [SPEAKER_00]: what's being

[00:43:11] [SPEAKER_00]: you know how

[00:43:12] [SPEAKER_00]: things are just going overall

[00:43:13] [SPEAKER_00]: they're not going to refer anybody

[00:43:15] [SPEAKER_00]: so it's something simple

[00:43:16] [SPEAKER_00]: that we all have access to

[00:43:17] [SPEAKER_00]: but we really don't put a lot

[00:43:18] [SPEAKER_00]: of a lot of thought into

[00:43:22] [SPEAKER_02]: okay

[00:43:23] [SPEAKER_02]: cool I've got one more question

[00:43:24] [SPEAKER_02]: on the content side of things

[00:43:26] [SPEAKER_02]: for you as well

[00:43:27] [SPEAKER_02]: so Alex you're talking

[00:43:29] [SPEAKER_02]: talking

[00:43:29] [SPEAKER_02]: you mentioned before around

[00:43:31] [SPEAKER_02]: being able to experiment

[00:43:32] [SPEAKER_02]: a bit more

[00:43:33] [SPEAKER_02]: being able to try different versions

[00:43:34] [SPEAKER_02]: of the story

[00:43:35] [SPEAKER_02]: or formats of

[00:43:36] [SPEAKER_02]: of content

[00:43:36] [SPEAKER_02]: especially around video

[00:43:37] [SPEAKER_02]: so this is one

[00:43:38] [SPEAKER_02]: this one's pretty close to our heart

[00:43:39] [SPEAKER_02]: a video of my job

[00:43:40] [SPEAKER_02]: but

[00:43:41] [SPEAKER_02]: yeah always interested to hear

[00:43:43] [SPEAKER_02]: how people think about

[00:43:44] [SPEAKER_02]: like the lo-fi

[00:43:46] [SPEAKER_02]: kind of

[00:43:46] [SPEAKER_02]: cheap easy fast to produce type

[00:43:48] [SPEAKER_02]: content

[00:43:48] [SPEAKER_02]: or employee generated versus

[00:43:50] [SPEAKER_02]: the higher end production side of

[00:43:51] [SPEAKER_02]: things

[00:43:51] [SPEAKER_02]: so

[00:43:52] [SPEAKER_02]: yeah do you want to kind of

[00:43:53] [SPEAKER_02]: share your thoughts around

[00:43:55] [SPEAKER_02]: balancing out between those two

[00:43:58] [SPEAKER_00]: yeah

[00:43:59] [SPEAKER_00]: so I would say

[00:44:00] [SPEAKER_00]: if you are in a situation

[00:44:02] [SPEAKER_00]: where you don't have

[00:44:03] [SPEAKER_00]: much of a budget at all right

[00:44:06] [SPEAKER_00]: I think that the lo-fi

[00:44:07] [SPEAKER_00]: it's going to be your only option

[00:44:08] [SPEAKER_00]: so

[00:44:09] [SPEAKER_00]: finding a way to make that work

[00:44:10] [SPEAKER_00]: dropping some filters in there

[00:44:12] [SPEAKER_00]: you know

[00:44:13] [SPEAKER_00]: some overlay

[00:44:13] [SPEAKER_00]: to kind of dress up a little bit

[00:44:15] [SPEAKER_00]: but still keeping it very authentic

[00:44:17] [SPEAKER_00]: now

[00:44:18] [SPEAKER_00]: if you have the luxury of having

[00:44:20] [SPEAKER_00]: like let's say

[00:44:21] [SPEAKER_00]: an in-house

[00:44:22] [SPEAKER_00]: in-house creative team

[00:44:23] [SPEAKER_00]: that does want to help you out

[00:44:25] [SPEAKER_00]: and you've

[00:44:25] [SPEAKER_00]: you know

[00:44:26] [SPEAKER_00]: you've

[00:44:27] [SPEAKER_00]: extended the a la branch

[00:44:28] [SPEAKER_00]: and or they've extended that

[00:44:29] [SPEAKER_00]: back to you I would say

[00:44:31] [SPEAKER_00]: then okay

[00:44:32] [SPEAKER_00]: like

[00:44:32] [SPEAKER_00]: where do you want to use them

[00:44:34] [SPEAKER_00]: because

[00:44:34] [SPEAKER_00]: I wouldn't

[00:44:35] [SPEAKER_00]: I wouldn't say you use that team

[00:44:37] [SPEAKER_00]: for every single video that you have

[00:44:39] [SPEAKER_00]: maybe for like the higher end ones

[00:44:41] [SPEAKER_00]: we're okay if you're

[00:44:42] [SPEAKER_00]: you're trying to showcase something

[00:44:43] [SPEAKER_00]: that

[00:44:44] [SPEAKER_00]: you know

[00:44:45] [SPEAKER_00]: is going to be a little

[00:44:46] [SPEAKER_00]: probably played a little more broadly

[00:44:48] [SPEAKER_00]: but if you're doing like you know

[00:44:50] [SPEAKER_00]: simple

[00:44:51] [SPEAKER_00]: you know

[00:44:51] [SPEAKER_00]: TikTok

[00:44:52] [SPEAKER_00]: or

[00:44:53] [SPEAKER_00]: a real

[00:44:54] [SPEAKER_00]: or FBIG type of story

[00:44:57] [SPEAKER_00]: then I think it makes sense

[00:44:57] [SPEAKER_00]: just to keep that

[00:44:59] [SPEAKER_00]: you know

[00:44:59] [SPEAKER_00]: very low low-fi

[00:45:02] [SPEAKER_00]: very authentic

[00:45:02] [SPEAKER_00]: you know

[00:45:03] [SPEAKER_00]: kind of steer away from

[00:45:05] [SPEAKER_00]: prompts and scripts

[00:45:06] [SPEAKER_00]: because

[00:45:07] [SPEAKER_00]: people will read right through that

[00:45:09] [SPEAKER_00]: but it just

[00:45:09] [SPEAKER_00]: it depends where you're at

[00:45:11] [SPEAKER_00]: I mean I used to be

[00:45:12] [SPEAKER_00]: very much

[00:45:12] [SPEAKER_00]: low-fi all the way

[00:45:15] [SPEAKER_00]: but

[00:45:16] [SPEAKER_00]: honestly at the time

[00:45:17] [SPEAKER_00]: when I was going through that

[00:45:18] [SPEAKER_00]: I

[00:45:18] [SPEAKER_00]: didn't have much of a budget

[00:45:19] [SPEAKER_00]: at

[00:45:20] [SPEAKER_00]: you know

[00:45:20] [SPEAKER_00]: at

[00:45:20] [SPEAKER_00]: previous company

[00:45:21] [SPEAKER_00]: and that was the only thing

[00:45:23] [SPEAKER_00]: you had to

[00:45:24] [SPEAKER_00]: you know

[00:45:24] [SPEAKER_00]: even work with

[00:45:25] [SPEAKER_00]: but

[00:45:25] [SPEAKER_00]: you know

[00:45:26] [SPEAKER_00]: if you got two options

[00:45:27] [SPEAKER_00]: you know

[00:45:27] [SPEAKER_00]: kind of picking a choosing

[00:45:28] [SPEAKER_00]: like

[00:45:28] [SPEAKER_00]: where you can leverage that team

[00:45:30] [SPEAKER_00]: and really where you can do

[00:45:31] [SPEAKER_00]: do stuff on your

[00:45:31] [SPEAKER_00]: to

[00:45:32] [SPEAKER_00]: speak to a specific audience

[00:45:34] [SPEAKER_00]: or to use on a specific campaign

[00:45:38] [SPEAKER_02]: cool that's really useful

[00:45:39] [SPEAKER_02]: really really good breakdown

[00:45:41] [SPEAKER_02]: okay any other questions for you

[00:45:43] [SPEAKER_02]: Bray before we jump onto the next one

[00:45:45] [SPEAKER_01]: oh I've got it

[00:45:45] [SPEAKER_01]: look I'd love to spend time

[00:45:46] [SPEAKER_01]: really digging into the sexy stuff

[00:45:48] [SPEAKER_01]: so around TikTok

[00:45:49] [SPEAKER_01]: and Instagram

[00:45:49] [SPEAKER_01]: the kind of content there

[00:45:51] [SPEAKER_01]: but I do

[00:45:52] [SPEAKER_01]: I wrote down on it

[00:45:53] [SPEAKER_01]: myself here before

[00:45:54] [SPEAKER_01]: we touched on it

[00:45:56] [SPEAKER_01]: so the less sexier side

[00:45:57] [SPEAKER_01]: around

[00:45:58] [SPEAKER_01]: about the data

[00:46:00] [SPEAKER_01]: obviously we spoke about

[00:46:01] [SPEAKER_01]: commercializing the function

[00:46:02] [SPEAKER_01]: and

[00:46:02] [SPEAKER_01]: needing to tie what we're doing

[00:46:03] [SPEAKER_01]: to tangible business outcomes

[00:46:05] [SPEAKER_01]: let's face it

[00:46:06] [SPEAKER_01]: no one in TA or HR

[00:46:07] [SPEAKER_01]: really understands

[00:46:08] [SPEAKER_01]: what impressions, engagement

[00:46:10] [SPEAKER_01]: CTRs

[00:46:10] [SPEAKER_01]: actually mean

[00:46:12] [SPEAKER_01]: so how do we make the value

[00:46:13] [SPEAKER_01]: of what we're doing

[00:46:15] [SPEAKER_01]: more obvious to the business

[00:46:17] [SPEAKER_01]: so like

[00:46:17] [SPEAKER_01]: how do you go from

[00:46:18] [SPEAKER_01]: taking these

[00:46:19] [SPEAKER_01]: kind of brand awareness metrics

[00:46:21] [SPEAKER_01]: and connecting them

[00:46:21] [SPEAKER_01]: to actual TA

[00:46:22] [SPEAKER_01]: or HR metrics

[00:46:23] [SPEAKER_01]: across the employed lifecycle

[00:46:26] [SPEAKER_00]: um

[00:46:26] [SPEAKER_00]: I mean

[00:46:27] [SPEAKER_00]: it's

[00:46:28] [SPEAKER_00]: and I shouldn't say it's simple

[00:46:30] [SPEAKER_00]: right because it's

[00:46:30] [SPEAKER_00]: you know

[00:46:31] [SPEAKER_00]: you and I have had the chance

[00:46:32] [SPEAKER_00]: to do this for

[00:46:33] [SPEAKER_00]: for many years

[00:46:34] [SPEAKER_00]: so it

[00:46:34] [SPEAKER_00]: seems simple but

[00:46:37] [SPEAKER_00]: you know

[00:46:38] [SPEAKER_00]: seeing what

[00:46:39] [SPEAKER_00]: what you're being tasked with

[00:46:41] [SPEAKER_00]: for the year

[00:46:42] [SPEAKER_00]: right

[00:46:42] [SPEAKER_00]: let's say if the goal is to

[00:46:44] [SPEAKER_00]: you know

[00:46:45] [SPEAKER_00]: to push more

[00:46:47] [SPEAKER_00]: to get more

[00:46:49] [SPEAKER_00]: individuals

[00:46:49] [SPEAKER_00]: within a certain age group

[00:46:51] [SPEAKER_00]: or you know

[00:46:52] [SPEAKER_00]: within a certain

[00:46:53] [SPEAKER_00]: type of demographic

[00:46:54] [SPEAKER_00]: that's the approach

[00:46:55] [SPEAKER_00]: are you hitting that

[00:46:56] [SPEAKER_00]: is that the goal of the company

[00:46:57] [SPEAKER_00]: are your campaigns in line

[00:46:59] [SPEAKER_00]: with that

[00:47:00] [SPEAKER_00]: also if the goal is to

[00:47:02] [SPEAKER_00]: you know

[00:47:02] [SPEAKER_00]: maybe expand

[00:47:03] [SPEAKER_00]: maybe you're moving to a

[00:47:04] [SPEAKER_00]: different

[00:47:05] [SPEAKER_00]: a different region

[00:47:06] [SPEAKER_00]: that is new

[00:47:08] [SPEAKER_00]: like your

[00:47:08] [SPEAKER_00]: your company has ever been

[00:47:09] [SPEAKER_00]: the before

[00:47:09] [SPEAKER_00]: let's say

[00:47:11] [SPEAKER_00]: maybe

[00:47:12] [SPEAKER_00]: Canada is probably the worst

[00:47:13] [SPEAKER_00]: example

[00:47:13] [SPEAKER_00]: but my wife's Canadian

[00:47:15] [SPEAKER_00]: let's go with Canada

[00:47:15] [SPEAKER_00]: I would say you're

[00:47:17] [SPEAKER_00]: you're expanding into Canada

[00:47:18] [SPEAKER_00]: right

[00:47:18] [SPEAKER_00]: and

[00:47:19] [SPEAKER_00]: yeah

[00:47:20] [SPEAKER_00]: you know

[00:47:20] [SPEAKER_00]: you maybe have a million

[00:47:21] [SPEAKER_00]: impressions

[00:47:22] [SPEAKER_00]: an X amount of clicks

[00:47:23] [SPEAKER_00]: so how do you share that

[00:47:25] [SPEAKER_00]: with the

[00:47:25] [SPEAKER_00]: you know

[00:47:25] [SPEAKER_00]: with leadership

[00:47:26] [SPEAKER_00]: as to why that matters

[00:47:27] [SPEAKER_00]: well

[00:47:27] [SPEAKER_00]: okay

[00:47:29] [SPEAKER_00]: prior to you

[00:47:30] [SPEAKER_00]: you know

[00:47:30] [SPEAKER_00]: the company being there

[00:47:31] [SPEAKER_00]: there was no presence

[00:47:33] [SPEAKER_00]: you

[00:47:33] [SPEAKER_00]: you can power everything

[00:47:34] [SPEAKER_00]: you've done to

[00:47:36] [SPEAKER_00]: you know

[00:47:36] [SPEAKER_00]: to bring that market to life

[00:47:37] [SPEAKER_00]: with

[00:47:38] [SPEAKER_00]: okay let's say

[00:47:39] [SPEAKER_00]: you did a couple of day

[00:47:40] [SPEAKER_00]: in the lifetime

[00:47:40] [SPEAKER_00]: the videos

[00:47:41] [SPEAKER_00]: a couple of blogs

[00:47:43] [SPEAKER_00]: you also work

[00:47:43] [SPEAKER_00]: with some local partners

[00:47:45] [SPEAKER_00]: to

[00:47:45] [SPEAKER_00]: you know

[00:47:46] [SPEAKER_00]: to get everything up and going

[00:47:47] [SPEAKER_00]: and then

[00:47:48] [SPEAKER_00]: all right

[00:47:48] [SPEAKER_00]: go back to

[00:47:49] [SPEAKER_00]: your native platforms

[00:47:50] [SPEAKER_00]: the dashboards

[00:47:51] [SPEAKER_00]: you have there

[00:47:52] [SPEAKER_00]: so

[00:47:52] [SPEAKER_00]: as you mentioned

[00:47:54] [SPEAKER_00]: Instagram

[00:47:54] [SPEAKER_00]: TikTok

[00:47:55] [SPEAKER_00]: Google Analytics is also

[00:47:57] [SPEAKER_00]: a great one to drop into

[00:47:59] [SPEAKER_00]: and

[00:48:00] [SPEAKER_00]: have you seen a difference

[00:48:00] [SPEAKER_00]: you know

[00:48:01] [SPEAKER_00]: these tools have

[00:48:02] [SPEAKER_00]: a pretty simple functionality

[00:48:04] [SPEAKER_00]: with the reporting

[00:48:05] [SPEAKER_00]: and their dashboards

[00:48:07] [SPEAKER_00]: that do a comparison

[00:48:07] [SPEAKER_00]: they'll do the work for you

[00:48:09] [SPEAKER_00]: so you don't need to

[00:48:09] [SPEAKER_00]: calculate this in Excel on your

[00:48:11] [SPEAKER_00]: own

[00:48:11] [SPEAKER_00]: so do a

[00:48:13] [SPEAKER_00]: you know

[00:48:14] [SPEAKER_00]: quarter to quarter comparison

[00:48:15] [SPEAKER_00]: or you want to do

[00:48:16] [SPEAKER_00]: year to year

[00:48:17] [SPEAKER_00]: see what the change was

[00:48:18] [SPEAKER_00]: and then okay

[00:48:19] [SPEAKER_00]: is as Canada now like

[00:48:21] [SPEAKER_00]: you know

[00:48:21] [SPEAKER_00]: one of your

[00:48:22] [SPEAKER_00]: you know

[00:48:23] [SPEAKER_00]: top locations

[00:48:24] [SPEAKER_00]: and what are you getting

[00:48:25] [SPEAKER_00]: from that area

[00:48:26] [SPEAKER_00]: and it was

[00:48:27] [SPEAKER_00]: you know

[00:48:27] [SPEAKER_00]: was it

[00:48:27] [SPEAKER_00]: and then dial it back down to

[00:48:29] [SPEAKER_00]: specific piece of content

[00:48:31] [SPEAKER_00]: okay

[00:48:31] [SPEAKER_00]: if it's from that

[00:48:32] [SPEAKER_00]: you know

[00:48:32] [SPEAKER_00]: that's working

[00:48:33] [SPEAKER_00]: you've done a good job

[00:48:34] [SPEAKER_00]: of meeting that one

[00:48:35] [SPEAKER_00]: to go for the

[00:48:35] [SPEAKER_00]: for the company

[00:48:36] [SPEAKER_00]: of growing the audience

[00:48:38] [SPEAKER_00]: growing the brand

[00:48:38] [SPEAKER_00]: awareness

[00:48:39] [SPEAKER_00]: in

[00:48:40] [SPEAKER_00]: in Canada's

[00:48:41] [SPEAKER_00]: you know

[00:48:41] [SPEAKER_00]: so

[00:48:41] [SPEAKER_00]: could be Canada

[00:48:42] [SPEAKER_00]: could be India

[00:48:43] [SPEAKER_00]: wherever

[00:48:43] [SPEAKER_00]: where your company is

[00:48:44] [SPEAKER_00]: focusing at

[00:48:45] [SPEAKER_00]: but then

[00:48:46] [SPEAKER_00]: being able to tie it in

[00:48:48] [SPEAKER_00]: in some shape or form

[00:48:48] [SPEAKER_00]: because

[00:48:50] [SPEAKER_00]: you know

[00:48:50] [SPEAKER_00]: back to what you mentioned

[00:48:51] [SPEAKER_00]: initially it's

[00:48:52] [SPEAKER_00]: if you're not doing that

[00:48:53] [SPEAKER_00]: and there's

[00:48:54] [SPEAKER_00]: there's so many different

[00:48:54] [SPEAKER_00]: ways to do it

[00:48:56] [SPEAKER_00]: if it's strictly impressions

[00:48:57] [SPEAKER_00]: and clicks

[00:48:58] [SPEAKER_00]: I think that conversation ends

[00:48:59] [SPEAKER_00]: at it

[00:49:00] [SPEAKER_00]: like begins at the ends right

[00:49:01] [SPEAKER_00]: there's

[00:49:01] [SPEAKER_00]: you have nothing else

[00:49:03] [SPEAKER_00]: that's going to help you

[00:49:03] [SPEAKER_00]: like really

[00:49:05] [SPEAKER_00]: share that story

[00:49:06] [SPEAKER_00]: and you're using no data

[00:49:07] [SPEAKER_00]: to even

[00:49:08] [SPEAKER_00]: to make it go any further

[00:49:11] [SPEAKER_01]: yeah

[00:49:11] [SPEAKER_01]: yeah

[00:49:12] [SPEAKER_01]: so what I'm hearing is

[00:49:13] [SPEAKER_01]: I mean

[00:49:15] [SPEAKER_01]: data is useless

[00:49:16] [SPEAKER_01]: unless it's got some context

[00:49:17] [SPEAKER_01]: to it

[00:49:17] [SPEAKER_01]: so

[00:49:18] [SPEAKER_01]: it's around really

[00:49:19] [SPEAKER_01]: understanding what that

[00:49:19] [SPEAKER_01]: HR of talent strategy is

[00:49:21] [SPEAKER_01]: for the organization

[00:49:22] [SPEAKER_01]: and being able to tell a

[00:49:23] [SPEAKER_01]: story with that relevant data

[00:49:24] [SPEAKER_01]: so

[00:49:25] [SPEAKER_01]: so what about more broadly

[00:49:26] [SPEAKER_01]: around what impressions

[00:49:28] [SPEAKER_01]: you're receiving

[00:49:28] [SPEAKER_01]: or traffic

[00:49:29] [SPEAKER_01]: to visiting to your site

[00:49:30] [SPEAKER_01]: if your organization's

[00:49:31] [SPEAKER_01]: focus on growing in Canada

[00:49:33] [SPEAKER_01]: then you need to tell the story

[00:49:35] [SPEAKER_01]: I guess

[00:49:35] [SPEAKER_01]: look at that data

[00:49:36] [SPEAKER_01]: specifically to Canada

[00:49:37] [SPEAKER_01]: and be able to

[00:49:37] [SPEAKER_01]: paint that picture

[00:49:38] [SPEAKER_01]: of what we're doing here

[00:49:39] [SPEAKER_01]: is impacting

[00:49:39] [SPEAKER_01]: in this way

[00:49:41] [SPEAKER_01]: because of XYZ data points

[00:49:48] [SPEAKER_02]: and in that

[00:49:48] [SPEAKER_02]: in that context

[00:49:49] [SPEAKER_02]: Alex

[00:49:50] [SPEAKER_02]: how

[00:49:51] [SPEAKER_02]: how do you kind of

[00:49:51] [SPEAKER_02]: break down the funnel

[00:49:52] [SPEAKER_02]: side of things

[00:49:53] [SPEAKER_02]: and do

[00:49:54] [SPEAKER_02]: to all roads

[00:49:55] [SPEAKER_02]: lead back to

[00:49:56] [SPEAKER_02]: the career site

[00:49:57] [SPEAKER_02]: as like a center point

[00:49:58] [SPEAKER_02]: and from there is it

[00:49:59] [SPEAKER_02]: about engagement applications

[00:50:01] [SPEAKER_02]: what are you looking for

[00:50:02] [SPEAKER_02]: on the career side

[00:50:03] [SPEAKER_02]: side of things

[00:50:03] [SPEAKER_02]: but yeah

[00:50:04] [SPEAKER_02]: can you break down the funnel

[00:50:06] [SPEAKER_00]: yes

[00:50:06] [SPEAKER_00]: so I mean

[00:50:07] [SPEAKER_00]: it

[00:50:07] [SPEAKER_00]: very much is that right

[00:50:08] [SPEAKER_00]: because

[00:50:09] [SPEAKER_00]: at the end of the day

[00:50:11] [SPEAKER_00]: I want them to

[00:50:13] [SPEAKER_00]: and it's

[00:50:13] [SPEAKER_00]: so

[00:50:14] [SPEAKER_00]: it's the career site

[00:50:15] [SPEAKER_00]: but there's a

[00:50:17] [SPEAKER_00]: a lot of A.B. testing

[00:50:19] [SPEAKER_00]: to see what

[00:50:20] [SPEAKER_00]: what actually

[00:50:21] [SPEAKER_00]: makes someone

[00:50:22] [SPEAKER_00]: tick or click

[00:50:23] [SPEAKER_00]: let's go with click instead

[00:50:25] [SPEAKER_00]: because

[00:50:26] [SPEAKER_00]: if I'm sending them to

[00:50:27] [SPEAKER_00]: so I'm doing all these different things

[00:50:29] [SPEAKER_00]: blogs

[00:50:29] [SPEAKER_00]: videos

[00:50:31] [SPEAKER_00]: Adverts on

[00:50:32] [SPEAKER_00]: you know

[00:50:32] [SPEAKER_00]: through recruitment marketing

[00:50:33] [SPEAKER_00]: but I do want to drive them there

[00:50:35] [SPEAKER_00]: so

[00:50:35] [SPEAKER_00]: all right

[00:50:36] [SPEAKER_00]: do I send them to

[00:50:38] [SPEAKER_00]: our job description

[00:50:40] [SPEAKER_00]: that's part of the ATS

[00:50:42] [SPEAKER_00]: or

[00:50:42] [SPEAKER_00]: so they get right to the point

[00:50:44] [SPEAKER_00]: but they learn nothing about the culture

[00:50:45] [SPEAKER_00]: because it's very cut and dry

[00:50:47] [SPEAKER_00]: or do I send them to

[00:50:49] [SPEAKER_00]: the main

[00:50:50] [SPEAKER_00]: landing page

[00:50:51] [SPEAKER_00]: for the career page

[00:50:52] [SPEAKER_00]: where

[00:50:52] [SPEAKER_00]: okay if there's a lot going on there

[00:50:55] [SPEAKER_00]: I'm likely losing them

[00:50:56] [SPEAKER_00]: because

[00:50:57] [SPEAKER_00]: they they went there for this

[00:50:58] [SPEAKER_00]: but then they got lost in the way

[00:51:00] [SPEAKER_00]: the navigation

[00:51:01] [SPEAKER_00]: could completely suck you

[00:51:02] [SPEAKER_00]: and you're losing them from there

[00:51:04] [SPEAKER_00]: or do I push them to

[00:51:05] [SPEAKER_00]: like the search

[00:51:06] [SPEAKER_00]: the jobs results

[00:51:07] [SPEAKER_00]: for the search page

[00:51:09] [SPEAKER_00]: and it gives them

[00:51:10] [SPEAKER_00]: let's say 20 openings

[00:51:11] [SPEAKER_00]: I'm sending them right to where

[00:51:13] [SPEAKER_00]: they probably want to be

[00:51:14] [SPEAKER_00]: so

[00:51:16] [SPEAKER_00]: ultimately it's the career page

[00:51:17] [SPEAKER_00]: but I'm

[00:51:18] [SPEAKER_00]: honestly

[00:51:19] [SPEAKER_00]: I've been doing a lot of A.B. testing

[00:51:20] [SPEAKER_00]: in the last couple years to see okay

[00:51:23] [SPEAKER_00]: which one works

[00:51:24] [SPEAKER_00]: you know

[00:51:24] [SPEAKER_00]: which one really

[00:51:25] [SPEAKER_00]: resonates with them

[00:51:26] [SPEAKER_00]: and I would say

[00:51:27] [SPEAKER_00]: it's

[00:51:27] [SPEAKER_00]: sending them right to the job description

[00:51:30] [SPEAKER_00]: unless you have a lot there to work with

[00:51:32] [SPEAKER_00]: you can embed a lot of different things

[00:51:34] [SPEAKER_00]: you're losing people

[00:51:35] [SPEAKER_00]: because it's more of a

[00:51:36] [SPEAKER_00]: okay they're clicking on something to

[00:51:38] [SPEAKER_00]: to discover

[00:51:39] [SPEAKER_00]: to explore

[00:51:40] [SPEAKER_00]: to really like kind of

[00:51:41] [SPEAKER_00]: their

[00:51:41] [SPEAKER_00]: their profiling to check you out

[00:51:43] [SPEAKER_00]: and

[00:51:43] [SPEAKER_00]: they don't get much from there

[00:51:45] [SPEAKER_00]: so sending them elsewhere has been more

[00:51:47] [SPEAKER_00]: more

[00:51:48] [SPEAKER_00]: I guess more successful for us

[00:51:50] [SPEAKER_00]: and for me

[00:51:52] [SPEAKER_01]: makes sense all right

[00:51:55] [SPEAKER_01]: it's some pretty appalling job ads

[00:51:57] [SPEAKER_01]: sorry

[00:52:01] [SPEAKER_02]: yeah

[00:52:06] [SPEAKER_02]: okay and then

[00:52:09] [SPEAKER_02]: where do

[00:52:10] [SPEAKER_02]: so I've got a couple of other questions here for you as well

[00:52:12] [SPEAKER_02]: which is

[00:52:12] [SPEAKER_02]: okay so

[00:52:13] [SPEAKER_02]: if some folks are watching now

[00:52:16] [SPEAKER_02]: and they're thinking about how to create the report itself

[00:52:18] [SPEAKER_02]: and show some of those results

[00:52:19] [SPEAKER_02]: and the commercial value

[00:52:22] [SPEAKER_02]: what would be on that page

[00:52:23] [SPEAKER_02]: or not be on that page

[00:52:25] [SPEAKER_02]: per se

[00:52:26] [SPEAKER_02]: I suppose we did we did kind of touch on this a little bit more

[00:52:28] [SPEAKER_02]: about the MBR

[00:52:29] [SPEAKER_02]: or the QBR side of things

[00:52:30] [SPEAKER_02]: but

[00:52:31] [SPEAKER_02]: if you're looking more at like a dashboard view

[00:52:33] [SPEAKER_02]: what would you expect to be on that page

[00:52:36] [SPEAKER_00]: let's see

[00:52:38] [SPEAKER_00]: this is where

[00:52:40] [SPEAKER_00]: I'm gonna fall like I'm gonna lean on

[00:52:42] [SPEAKER_00]: and I told Nick Thompsonist that I would name drop them here

[00:52:46] [SPEAKER_00]: he's the one that first shared this idea with me

[00:52:48] [SPEAKER_00]: but it's

[00:52:50] [SPEAKER_00]: you would share okay the

[00:52:51] [SPEAKER_00]: you know the start with

[00:52:54] [SPEAKER_00]: when you started in Atford

[00:52:55] [SPEAKER_00]: like so the first touch point

[00:52:57] [SPEAKER_00]: drop that into there

[00:52:59] [SPEAKER_00]: as well as the

[00:53:01] [SPEAKER_00]: the

[00:53:02] [SPEAKER_00]: time to feel

[00:53:04] [SPEAKER_00]: like what were you working with initially

[00:53:06] [SPEAKER_00]: and then like how much was spent

[00:53:08] [SPEAKER_00]: that goes into that

[00:53:10] [SPEAKER_00]: and then grabbing all that together

[00:53:12] [SPEAKER_00]: and then seeing how much the

[00:53:14] [SPEAKER_00]: you know how much you saved

[00:53:15] [SPEAKER_00]: and how

[00:53:15] [SPEAKER_00]: whether it be in terms of

[00:53:17] [SPEAKER_00]: saved in terms of the

[00:53:19] [SPEAKER_00]: the amount of days that were saved

[00:53:21] [SPEAKER_00]: to bring the person that

[00:53:22] [SPEAKER_00]: bring the individuals in

[00:53:23] [SPEAKER_00]: and then

[00:53:25] [SPEAKER_00]: and there's

[00:53:26] [SPEAKER_00]: there's a little more that goes into the mats

[00:53:28] [SPEAKER_00]: sorry

[00:53:28] [SPEAKER_00]: definitely happy right here

[00:53:30] [SPEAKER_00]: I ran off the top of my head but

[00:53:31] [SPEAKER_00]: and then

[00:53:33] [SPEAKER_00]: showing you know

[00:53:33] [SPEAKER_00]: what you were able to help the company save

[00:53:35] [SPEAKER_00]: as well as

[00:53:36] [SPEAKER_00]: how much they were able to

[00:53:38] [SPEAKER_00]: it could be certain situations

[00:53:40] [SPEAKER_00]: where they actually brought in some sort of

[00:53:43] [SPEAKER_00]: profit due to that

[00:53:44] [SPEAKER_00]: or more clients

[00:53:45] [SPEAKER_00]: more more

[00:53:46] [SPEAKER_00]: clients customers

[00:53:48] [SPEAKER_00]: patients whatever the

[00:53:49] [SPEAKER_00]: scenario may be

[00:53:50] [SPEAKER_00]: but just putting the

[00:53:54] [SPEAKER_00]: I guess the long and short of it all

[00:53:56] [SPEAKER_00]: just putting more

[00:53:56] [SPEAKER_00]: more like

[00:53:57] [SPEAKER_00]: clear cut data out there

[00:53:59] [SPEAKER_00]: right away for them to look at

[00:54:00] [SPEAKER_00]: but then with that

[00:54:02] [SPEAKER_00]: with the whole

[00:54:03] [SPEAKER_00]: sorry I know we kind of got caught off in between

[00:54:05] [SPEAKER_00]: but what I was

[00:54:06] [SPEAKER_00]: referencing with

[00:54:07] [SPEAKER_00]: Nick Tovston is

[00:54:09] [SPEAKER_00]: it's a

[00:54:10] [SPEAKER_00]: it's really a matter of just like showcasing

[00:54:12] [SPEAKER_00]: how you're making that

[00:54:13] [SPEAKER_00]: that big impact

[00:54:15] [SPEAKER_00]: but then again

[00:54:16] [SPEAKER_00]: it's putting into practice is going to be unique to

[00:54:18] [SPEAKER_00]: to each and every person company

[00:54:21] [SPEAKER_02]: yeah

[00:54:21] [SPEAKER_02]: yeah

[00:54:22] [SPEAKER_02]: but kind of what

[00:54:23] [SPEAKER_02]: what it sounds like you're summarizing there is

[00:54:24] [SPEAKER_02]: again

[00:54:25] [SPEAKER_02]: it's like

[00:54:26] [SPEAKER_02]: following

[00:54:26] [SPEAKER_02]: following that line of conversation

[00:54:28] [SPEAKER_02]: if you're not leading with this is how many

[00:54:29] [SPEAKER_02]: impressions and clicks and all those things

[00:54:30] [SPEAKER_02]: you're going

[00:54:31] [SPEAKER_02]: you're cutting straight more

[00:54:33] [SPEAKER_02]: straight to those kind of TA

[00:54:35] [SPEAKER_02]: or recruiting metrics up front

[00:54:37] [SPEAKER_02]: and how are we

[00:54:38] [SPEAKER_02]: adjusting those as a result of this

[00:54:40] [SPEAKER_02]: investment in this activity right

[00:54:42] [SPEAKER_00]: yeah because

[00:54:43] [SPEAKER_00]: it's it's definitely that

[00:54:45] [SPEAKER_00]: and like what I'm looking at specifically to

[00:54:47] [SPEAKER_00]: you know the scenarios that I'm working with is

[00:54:49] [SPEAKER_00]: I'm very big on employee advocacy

[00:54:51] [SPEAKER_00]: so it's taking bits and pieces of like

[00:54:54] [SPEAKER_00]: the time to hire time to apply

[00:54:56] [SPEAKER_00]: and okay through our efforts as a team

[00:55:00] [SPEAKER_00]: not just within TA but other teams

[00:55:02] [SPEAKER_00]: is that impacting

[00:55:03] [SPEAKER_00]: the the time we fill because if it is

[00:55:06] [SPEAKER_00]: that's something where I can show that to leadership

[00:55:08] [SPEAKER_00]: and say hey listen actually due to what we're doing here

[00:55:11] [SPEAKER_00]: we spent X amount of dollars on this platform

[00:55:13] [SPEAKER_00]: to help amplify our you know our messages

[00:55:16] [SPEAKER_00]: and to share our hiring efforts and different stories

[00:55:19] [SPEAKER_00]: and it's actually you know we save money with

[00:55:22] [SPEAKER_00]: so by doing it there and you know

[00:55:23] [SPEAKER_00]: we only paid let's say a couple thousand dollars

[00:55:25] [SPEAKER_00]: we've surpassed that with earned media

[00:55:28] [SPEAKER_00]: which is the

[00:55:29] [SPEAKER_00]: the uh the post that our people are sharing

[00:55:32] [SPEAKER_00]: the likes the shares you know they're

[00:55:33] [SPEAKER_00]: they're all quantifiable

[00:55:35] [SPEAKER_00]: and then from there looking at okay

[00:55:37] [SPEAKER_00]: we actually have minimized our

[00:55:39] [SPEAKER_00]: you know uh dependency on

[00:55:42] [SPEAKER_00]: let's say LinkedIn indeed

[00:55:44] [SPEAKER_00]: we've taken away from that and localized job boards

[00:55:46] [SPEAKER_00]: and using this one source which is our

[00:55:48] [SPEAKER_00]: number one source our people

[00:55:49] [SPEAKER_00]: has saved us money

[00:55:51] [SPEAKER_00]: got people in the door quicker working on projects

[00:55:55] [SPEAKER_00]: that's that's where I think there's a huge

[00:55:57] [SPEAKER_00]: when there's a huge opportunity

[00:56:00] [SPEAKER_00]: haven't quite solved that yet but that is

[00:56:01] [SPEAKER_00]: something that I am working on at the moment

[00:56:03] [SPEAKER_01]: what I'm hearing is we need to be set up

[00:56:06] [SPEAKER_01]: to be able to track all this right

[00:56:08] [SPEAKER_01]: like this is so critical and I was for

[00:56:10] [SPEAKER_01]: it to tell this story to paint this

[00:56:12] [SPEAKER_01]: picture of this impact

[00:56:13] [SPEAKER_01]: we need to make sure that all of our digital

[00:56:15] [SPEAKER_01]: touch points are set up and optimized for

[00:56:18] [SPEAKER_01]: conversion but then also that we've got

[00:56:20] [SPEAKER_01]: the right tools to track that journey

[00:56:21] [SPEAKER_01]: otherwise it's kind of really hard for us

[00:56:23] [SPEAKER_01]: to tell that story right

[00:56:24] [SPEAKER_00]: yeah yeah it is and I mean you know it's

[00:56:28] [SPEAKER_00]: you can uh I think in the perfect world

[00:56:30] [SPEAKER_00]: right we have everything that

[00:56:31] [SPEAKER_00]: everything is trackable from

[00:56:34] [SPEAKER_00]: the first touch point to when they

[00:56:36] [SPEAKER_00]: they either get dequeued or they get

[00:56:38] [SPEAKER_00]: higher uh but without having that

[00:56:40] [SPEAKER_00]: which a lot of companies don't

[00:56:42] [SPEAKER_00]: you can use something as simple as

[00:56:44] [SPEAKER_00]: UTM tracking links

[00:56:46] [SPEAKER_00]: that's what the team at Hello Fresh was

[00:56:48] [SPEAKER_00]: actually doing they they ran

[00:56:50] [SPEAKER_00]: you know you

[00:56:51] [SPEAKER_00]: yeah you could speak to the team over

[00:56:52] [SPEAKER_00]: there more specifically about that but

[00:56:54] [SPEAKER_00]: just knowing high level what they

[00:56:55] [SPEAKER_00]: what the experience does

[00:56:57] [SPEAKER_00]: they actually did an employee advocacy

[00:56:58] [SPEAKER_00]: program using UTM tracking links

[00:57:01] [SPEAKER_00]: and that helped them out with

[00:57:02] [SPEAKER_00]: being successful and you know driving

[00:57:04] [SPEAKER_00]: a lot of people in the doors

[00:57:06] [SPEAKER_00]: and it was it's a very simple

[00:57:07] [SPEAKER_00]: tracking option that ties automatically

[00:57:09] [SPEAKER_00]: back to Google Analytics

[00:57:11] [SPEAKER_00]: as long as you just use your login

[00:57:13] [SPEAKER_00]: gives you everything there on a dashboard

[00:57:15] [SPEAKER_00]: but it's like one of many things

[00:57:17] [SPEAKER_00]: like you mentioned really like if we

[00:57:18] [SPEAKER_00]: could track everything and have all the

[00:57:20] [SPEAKER_00]: data points there

[00:57:21] [SPEAKER_00]: that would be the ideal state

[00:57:22] [SPEAKER_00]: but I understand that each

[00:57:24] [SPEAKER_00]: you know each person each copy is not

[00:57:25] [SPEAKER_00]: quite there yet

[00:57:28] [SPEAKER_02]: yeah okay cool we're coming up on the

[00:57:30] [SPEAKER_02]: hour so um yeah that pretty much

[00:57:33] [SPEAKER_02]: brings us to the end of the

[00:57:34] [SPEAKER_02]: the main topics some really great

[00:57:37] [SPEAKER_02]: insight there Alex that was that was

[00:57:38] [SPEAKER_02]: so cool we will jump into just the

[00:57:41] [SPEAKER_02]: last final topic here which is

[00:57:45] [SPEAKER_02]: the follow on question so as you know

[00:57:47] [SPEAKER_02]: the end of each session we get the

[00:57:49] [SPEAKER_02]: guest to leave a question for the next

[00:57:51] [SPEAKER_02]: guest

[00:57:52] [SPEAKER_02]: finally enough it was actually Brie

[00:57:53] [SPEAKER_02]: was our last guest before she came

[00:57:54] [SPEAKER_02]: on to Coho so

[00:57:56] [SPEAKER_02]: it's going to be a little video of

[00:57:57] [SPEAKER_02]: Brie with her question that I don't

[00:57:59] [SPEAKER_02]: think we knew it was out did we not

[00:58:00] [SPEAKER_01]: was Alex at the time no no I hadn't

[00:58:02] [SPEAKER_02]: locked it in I don't I don't think

[00:58:03] [SPEAKER_02]: we knew so

[00:58:04] [SPEAKER_02]: it could be a little bit left field

[00:58:05] [SPEAKER_02]: for you but we're gonna we're

[00:58:06] [SPEAKER_02]: gonna play that question for you now

[00:58:07] [SPEAKER_02]: and get your response and then we'll

[00:58:09] [SPEAKER_02]: get your question for the next guest

[00:58:14] [SPEAKER_01]: so I think carrying on around what's a

[00:58:18] [SPEAKER_01]: single most important thing I'm going

[00:58:20] [SPEAKER_01]: to go through it down to the

[00:58:23] [SPEAKER_01]: for people who don't have big budgets

[00:58:25] [SPEAKER_01]: or access to specialized resources

[00:58:28] [SPEAKER_01]: what would you say are the most

[00:58:30] [SPEAKER_01]: impactful activities that teams can

[00:58:34] [SPEAKER_01]: do themselves in order to promote

[00:58:36] [SPEAKER_01]: their organization to build their

[00:58:38] [SPEAKER_01]: employer brand attractiveness and

[00:58:40] [SPEAKER_01]: awareness so what hacks can you share

[00:58:46] [SPEAKER_02]: okay could you guys hear that okay

[00:58:49] [SPEAKER_01]: we're gonna have to wear a different

[00:58:50] [SPEAKER_01]: shirt today guys

[00:58:55] [SPEAKER_00]: that's a good one though um yeah I

[00:58:57] [SPEAKER_00]: feel like you uh you kind of put that

[00:58:59] [SPEAKER_00]: on silver platter for me because I

[00:59:02] [SPEAKER_00]: think the single uh the single like

[00:59:06] [SPEAKER_00]: most critical yet uh probably the

[00:59:09] [SPEAKER_00]: easiest thing you can do that's free

[00:59:11] [SPEAKER_00]: that you have you you have platforms

[00:59:13] [SPEAKER_00]: that you can use right away for this

[00:59:15] [SPEAKER_00]: is uh you can run a full fledged

[00:59:18] [SPEAKER_00]: employee advocacy program to build

[00:59:20] [SPEAKER_00]: your brand and build brand investors

[00:59:22] [SPEAKER_00]: right because it cost you nothing

[00:59:24] [SPEAKER_00]: but time to simply identify the

[00:59:26] [SPEAKER_00]: ambassadors work with them level them

[00:59:29] [SPEAKER_00]: up and then in terms of platforms I

[00:59:31] [SPEAKER_00]: know everyone wants to run out there

[00:59:32] [SPEAKER_00]: and and blow their budget on um a

[00:59:35] [SPEAKER_00]: lot of these tools uh like what

[00:59:37] [SPEAKER_00]: there's bamboo everyone's social but

[00:59:40] [SPEAKER_00]: you can uh let's say if you have no

[00:59:42] [SPEAKER_00]: messaging options which I find will be

[00:59:44] [SPEAKER_00]: a little tough to not have you can use

[00:59:46] [SPEAKER_00]: outlook right put five options there

[00:59:49] [SPEAKER_00]: and this comes from Alice and crew she

[00:59:50] [SPEAKER_00]: actually did this many years ago five

[00:59:52] [SPEAKER_00]: options a lot of handholding show them

[00:59:54] [SPEAKER_00]: how to tag put uh how to tag a

[00:59:57] [SPEAKER_00]: company how to you know drop hashtags

[00:59:59] [SPEAKER_00]: a proper link utm tracking link

[01:00:02] [SPEAKER_00]: preferably and there you go or on

[01:00:04] [SPEAKER_00]: top of that everyone uses teams

[01:00:06] [SPEAKER_00]: discord or slack you can create a channel

[01:00:09] [SPEAKER_00]: that focuses on that and we actually

[01:00:13] [SPEAKER_00]: did that same thing here at go daddy

[01:00:14] [SPEAKER_00]: um it was focused on eb and we we

[01:00:18] [SPEAKER_00]: built it up up until when we decided

[01:00:20] [SPEAKER_00]: to eventually use uh use a vendor to

[01:00:22] [SPEAKER_00]: do that but it can all be done in

[01:00:24] [SPEAKER_00]: house a lot of handholding but you

[01:00:26] [SPEAKER_00]: will get a lot out of that return

[01:00:27] [SPEAKER_00]: and really just grow grow your uh

[01:00:30] [SPEAKER_00]: your employer brand by using your

[01:00:32] [SPEAKER_00]: people not a whole lot of uh uh

[01:00:34] [SPEAKER_00]: money has to go into that at all

[01:00:36] [SPEAKER_02]: if anything great thanks Alex and then

[01:00:40] [SPEAKER_02]: yeah so we've got um what's what's your

[01:00:42] [SPEAKER_02]: question for the next guest um i think

[01:00:45] [SPEAKER_02]: we've pretty much we're working on

[01:00:46] [SPEAKER_02]: getting rachel kennedy i think you know

[01:00:47] [SPEAKER_02]: rachel um so we're working on getting

[01:00:49] [SPEAKER_02]: rachel kennedy fully booked in i think

[01:00:51] [SPEAKER_02]: she's on the session today as well so

[01:00:52] [SPEAKER_02]: she'll get a head start when you

[01:00:54] [SPEAKER_02]: share your question today

[01:00:59] [SPEAKER_00]: um all right so i think we had a

[01:01:01] [SPEAKER_00]: good one there but for me it would

[01:01:02] [SPEAKER_00]: be what do you wish you knew about

[01:01:05] [SPEAKER_00]: employer branding that she didn't know

[01:01:07] [SPEAKER_00]: before you got into it

[01:01:11] [SPEAKER_00]: okay it's very very open-ended all right

[01:01:14] [SPEAKER_02]: look forward to hearing that one from

[01:01:16] [SPEAKER_02]: from rachel next time so okay that

[01:01:19] [SPEAKER_02]: brings us pretty much to the end of

[01:01:20] [SPEAKER_02]: this session thanks again Alex um

[01:01:23] [SPEAKER_02]: thanks brie for co-hosting it's been

[01:01:25] [SPEAKER_02]: good and we look forward to having

[01:01:25] [SPEAKER_02]: you on again for the uh for the

[01:01:28] [SPEAKER_02]: upcoming sessions as well um but uh

[01:01:31] [SPEAKER_02]: actually sorry paul's just reminded

[01:01:32] [SPEAKER_02]: we've got to do we're going to do

[01:01:33] [SPEAKER_02]: the giveaway for the best questions

[01:01:34] [SPEAKER_02]: so paul have you got uh you're gonna

[01:01:36] [SPEAKER_02]: put put up the best question we're

[01:01:39] [SPEAKER_02]: going to send the book out

[01:01:41] [SPEAKER_02]: Samantha mcale we'll get a copy of

[01:01:43] [SPEAKER_02]: james ellis's book out to you so we'll

[01:01:45] [SPEAKER_02]: we'll be in touch to get your address

[01:01:46] [SPEAKER_02]: and get that sent straight out to you

[01:01:47] [SPEAKER_02]: so um yeah look thanks again for the

[01:01:50] [SPEAKER_02]: live audience and the interaction

[01:01:51] [SPEAKER_02]: today um if you want to be kept up

[01:01:53] [SPEAKER_02]: to date on all the live sessions

[01:01:54] [SPEAKER_02]: and the highlights um as well as some

[01:01:55] [SPEAKER_02]: of the recordings um and everything

[01:01:57] [SPEAKER_02]: make sure to jump on linkedin

[01:01:58] [SPEAKER_02]: follow video my job that'll take you

[01:01:59] [SPEAKER_02]: to the talking talent newsletter

[01:02:02] [SPEAKER_02]: um and that's a wrap we'll see

[01:02:03] [SPEAKER_02]: everybody uh again next month

[01:02:06] [SPEAKER_00]: bye guys all right thanks everyone