EMPLOYEE

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Edelman perspectives on growing engagement,
building trust, and accelerating business performance

August 2017

5 KEYS TO A WINNING DIGITAL TALENT STRATEGY

Driving recruitment through advanced marketing techniques
By Andrew Moon, Digital Strategist, Edelman

When asked what keeps CEOs up at night, attracting and retaining top talent is high on the
list. Recruiting the right talent to deliver on ambitious business strategies is increasingly
challenging. The talent acquisition teams who embrace innovative technologies that help
identify hard-to-find talent, harness insights from backend metrics and bring the employer
brand to life will lead the pack. These five best practices for modern recruitment can help you
win the war for talent.

1 Candidates are
customers, too
Borrowing from the principles of content marketing,
you can now conduct digital searches that quickly
identify talent to build robust slates of candidates.
And just as you craft an optimum customer
experience, an excellent candidate experience
champions transparency, facilitates consistent
communication with talent, illuminates the
employer brand and ensures corporate reputation
is bolstered in the process.
Talent challenges
2 Employer branding - if you
build it, they will come
Dont underestimate the value of ongoing employer
brand building. Not only does it help shape and
improve opinions amongst recruits as well as
employees, it reassures all external stakeholders that
your company is home to the best and brightest who
are dedicated to producing top products and services.
Ensure your employer brand resonates with talent
seamlessly across all channels such as social media,
careers websites and email campaigns. Also, be
mindful of feedback on third party sites such as
Glassdoor that influence opinion and reputation.

1:1
Ratio of workers to retirees in
2025, making the competition
for talent more intense.
-McKinsey & Company
3 Embrace the evolving
and the emerging
When following a candidate-centric approach, test
evolving and emerging platforms. Top companies take

75%
Professionals who consider advantage of opportunities to use technology to
themselves passive job seekers enrich the candidate experience. For example,
-LinkedIn piquing the interest of a younger demographic through
Snapchat, creating an experience to reinforce your

33%
New hires who look for a new
job within the first six months of
starting another new job.
-Successful Onboarding
employer brand through virtual or augmented reality or
lead generation tactics like retargeting or account-
based marketing.

2017 Edelman
4 Use your most authentic
storytellers employees
The 2017 Edelman Trust Barometer indicates that
while leadership credibility is at an all-time low, peer-
to-peer interaction is increasingly a top source for
credible, trustworthy information. Increasingly,
employees want to hear from people like me rather
than senior leaders. Companies that enable their
people to share information and act as ambassadors
for their organizations are at an advantage in the
search for talent. To support business and talent
strategies, consider empowering your employees as
storytellers with engagement platforms like Dynamic
Signal that allows your people to share news about
your company on social media platforms that
influence potential candidates.
5 Get modern with
measurement
Did you know its possible to track a candidates first
click on a piece of content all the way through their
tenure as an employee? Companies can improve
processes and glean insights spanning the entire talent
lifecycle by integrating their technology stack (e.g., ad
platforms, site analytics, HRIS) and following a strict
measurement framework. Ultimately, this allows recruiters
to focus on whats most important: people.
Contact Andrew.Moon@Edelman.com for more
information about Edelmans Talent Acquisition offering.

Talent acquisition is the

first step in the employee 8 in 10 leaders say talent is
their #1 priority. - LinkedIn

experience lifecycle
Awareness
A companys employer brand is only as true as
the employee experience that backs it up. And
that experience extends through the entire
employee lifecycle: from the awareness, Advocacy Consideration
consideration and application and hiring
stages; to a successful (and ongoing)
onboarding process; continuing with
engagement and development through an TALENT
employees tenure; and even leveraging
relationships with past employees as
Development
LIFECYCLE Application
ambassadors in the advocacy stage. and Hiring

All of these stages have distinct communication

and experiential considerations, comprising a
full Employee Value Proposition (EVP). For more
information on Edelmans EVP offering, please Engagement Onboarding
contact us at:
employeeengagement@Edelman.com

Edelman Employee Engagement helps organizations accelerate business performance, delivered by highly engaged and trusted
employees. We do this by making meaningful, trust-building connections connecting employees with the company, with each
other and with the outside world.

Our global network of employee engagement specialists develop engagement strategy; deploy the tools and processes to deliver
it; create the multimedia channels and content that support it; and design the insight mechanisms to measure it.

For more information, visit us at ee.edelman.com, follow us on Twitter at @EdelmanEE or email us at

employeeengagement@edelman.com.

2017 Edelman. For more information, contact us at employeeengagement@edelman.com.