The Ideal Predictive Model for Talent Attraction and Engagement
In the ever-shrinking pool of global talent, organizations use their employer brand to attract and engage talent. Identifying the various drivers of attraction and engagement is the key to building a truly authentic and irresistible talent brand. As you begin the process of crafting your talent brand, ask yourself the following questions:
Why would someone want to join your company? And if they join your company what will make them stay for more than just a few years?
There is a directly proportional relationship between talent attraction and engagement. Most talent brand research focuses on talent attraction but true talent branding links talent attraction and engagement.
The Talent Brand Predictive Model
The sole purpose of a talent brand predictive model is to explore the current state of knowledge about an organization, it’s culture, purpose and principles, and to identify building blocks that will predict talent attraction and engagement. These building blocks will include:
Target Group Needs
You must define the needs of the target market by applying segmentation to identify the needs and benefits of each group you’re looking to appeal to in order to create a compelling employer value proposition (EVP). Develop an EVP that offers unique and differentiated benefits corresponding to the organizational strategies and target group needs yet is consistent with all.
An Authentic Experience
If the talent brand promises inspiring leadership, consider the employee experience. Do leaders have inspiring capabilities?
Align your talent brand with your consumer value proposition.
Talent Brand Integrated Communications
You must communicate the talent brand as a single voice throughout all the communication channels. The communication channels must fit the target audience. For example: Offline, Online, Traditional, Intranet, Mass Marketing, Internet, Press Release or External Advertising, Expos, On-Boarding, Meetings and Corporate Literature.
Talent Branding Metrics
Design a HR scorecard with a metrics measuring your talent branding efforts that will deliver on the EVP.
The Bottom Line
The talent brand predictive model is highly linked to talent attraction and engagement/retention.
The process requires an integrated approach where all the building blocks are considered equally important when
shaping the talent brand.