Ep 66: Global Talent Branding at Groupon

The balance between global consistency and local nuance in recruitment marketing is a difficult issue that provokes a lot of debate. It has become clear to me from working with a number of employers in this area that there are no right answers and every company needs a bespoke approach to be successful.

My guest this week is John McCall who oversees Talent Branding for Groupon in the EMEA region. Groupon has grown via acquisition in EMEA, creating a number of challenges for brand and marketing consistency.

In the interview we discuss:

•    Groupon’s definition of Talent Branding and how they are positioning themselves as an employer of choice.

•    Creating a core central truth with local variations

•    Marketing effectively in multiple languages

•    The role of mobile video and social engagement

•    The importance of messaging consistency throughout the business

John also talks about what is next for Groupon and gives us his thoughts on the future of Talent Branding

This episode of the podcast is kindly supported by Lever, where ATS meets CRM

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Recruiting Future Podcast

Ep 65: Transforming Recruiting Into Resourcing

Changing established ways of thinking is difficult. Changing established ways of thinking about recruiting within large organizations can seem impossible.

However, with economies fluctuating, technology improving and people’s communication preferences developing, driving effective change is a key part of the job for every in house recruiting leader.

My guest this week is Samantha Ramsay, Head of Resourcing and Employer Brand for House of Fraser. Over the last two years Samantha has been systematically challenging assumptions, moving mindsets and embracing new technology to order to drive change within her organization.

In the interview we discuss:

•    The difference between recruiting and resourcing

•    How fundamental change creates massive impact

•    Questioning standard practice in recruiting

•    Why House of Fraser prioritise behaviours and traits over past experience

•    Success with bespoke online assessment and video interviewing

Samantha also shares her view on the relationship between resourcing and marketing and how resourcing should now be positioned in a very different way

The podcast is kindly supported by Lever, where ATS meets CRM

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Recruiting Future Podcast

Ep 64: The Four Biggest Issues In Employer Branding

Employer branding has never been a more popular discussion topic with a huge amount of content and conference time now dedicated to it. However, when you dig below the surface, there is very little that addresses the day to day concerns of employer brand practitioners, particularly those working within global organizations.

Working in partnership with my regular co-collaborator Mervyn Dinnen and in conjunction with employer brand solution provider Papirfly, this summer we did a piece of research design to restore the balance by uncovering the real issues in employer branding.

On the podcast this week I’m joined by Sara Naveda, Client Director at Papirfly, to discuss the research and its findings.

In our discussion we cover four key issues:

• How to align internal and external brand to greater effect

• Why employer brand becomes even more important in times of commercial turmoil

• How to adopt employee generated content to grow your employer brand at scale

• The importance of measuring effectiveness of your efforts, and best practice techniques for doing so

You can download the full insight report here for free

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Recruiting Future Podcast

Ep 63: A Global Perspective On Social Media

Planning and executing a social media strategy for recruiting and employer branding is never a straight forward undertaking. However, doing this within a global organization can be particularly problematic. Complex stakeholder relationships with PR, marketing and comms are a key issues as is getting the right segmentation of channels across geographies and audiences. Local versus Global is a debate I’m often asked my opinion on.

My guest this week is Charu Malhotra. Charu has a wealth of experience working as an interim within a range of global organizations and has some unique expertise in building global social recruiting strategies. She is currently leading EVP and Employer Branding projects at Ferrero.

In the interview we discuss:

•    The specific challenges social media presents for complex global organizations

•    Transparency and fishing where the fish are

•    Content types

•    Alignment, stakeholder relations and project management

•    Global versus Local

•    The power of social media as a research tool

Charu also shares her thoughts on the future development of social media and tells us which emerging social channel she thinks has the most potential.

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Recruiting Future Podcast

Ep 62: Key Trends In Talent Technology

Over the past five years there has been an investment boom in technology products aimed at the talent acquisition market. The industry is getting more complex by the day and making sense of it is a constant challenge for corporate recruiting leaders.

My guest in this episode is Jon Kestenbaum Executive Director at New York based think tank and incubator Talent Tech Labs. Talent Tech Labs have done a huge amount of work to map out and understand this technology market and has developed a taxonomy that identifies 27 different categories of product in the sourcing to onboarding journey.

In the interview we discuss:

•    How to make sense of the complex market by cutting through the marketing spin

•    Disruptive solutions versus point solutions

•    The importance of analytics

•    The Five key trends of 2106

•    Levels of innovation and tech adoption being seen among corporate employers and staffing companies.

Jon also tells us what has surprised him most during his two years at Talent Tech Labs and gives his view on the likely future of the talent technology space.

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Recruiting Future Podcast