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Building a Modern Employer Brand
37 minutes | 4 days ago
#50 The rise of professional talent marketing and talent marketers
This episode is dedicated to you who want to understand behind this "phenomenon" of talent marketing, and maybe be able to argue at work why talent marketing is in fact, so crucial to a growth company. In this episode, I talk about the growing importance of talent marketing as a profession and skill for growth companies. I go into explaining some of the trends behind as well as talk about why the role of a talent marketer will become so critical for a business expecting to run smoothly. I strongly recommend reading also the blog post linked below. In the complementary blog post I write about the 3 key reasons why professional talent marketers are fast becoming relevant. ⏱ 37:29 min 🔗 https://bit.ly/3mtnmNK Are you truly interested in talent marketing? So as to perhaps build an entire career out of it? 🆘 Did you know that learning what talent marketing encompasses is still impossible anywhere in one place? 🔥 Well, I have news for you! 🔜 We are launching a Talent Marketing School online in early 2021. ✍🏻 To get more information and early access, join the waitlist now.
37 minutes | 11 days ago
#49 Blogging for Talent Marketing purposes
In this episode of Building a Modern Employer Brand -podcast, I talk about what HR and Talent Acquisition can blog about and why I strongly recommend blogging as a regular activity to support your recruitment and employer branding. IN THIS EPISODE: 💡 What HR/talent acquisition can blog about? 💡Why blogging for talent marketing needs a clear objective too? 💡What is the difference between "HR" blogging and talent acquisition blogging? ⏱ 37:06 min 🔗 Find the complementary blog-post: https://bit.ly/3kZIsl8 🔛 Join the Waitlist for Talent Marketing School, if for example, this is something you desire to learn much more about https://bit.ly/3kyyE12 Let's get connected on socials! Find me on: Linkedin: https://www.linkedin.com/in/susannarantanen/ Instagram: 🤳 My personal IG: https://www.instagram.com/rantanensusanna/ 🎓 For aspiring Talent Marketing Professionals: https://www.instagram.com/talentmarketingpro/ 🎧 For my podcast-listeners: https://www.instagram.com/hr_podcast/ Find these new Facebook-pages I recently created to teach and share modern talent marketing wisdom for people like you! 🎓 Talent Marketing Pro: https://www.facebook.com/talentmarketingpro 🧠 Modern Employer Brand: https://www.facebook.com/modernemployerbrand Twitter (not my current favorite though): https://twitter.com/RantanenSusanna
35 minutes | 25 days ago
#47 How story works: Key elements in a story
What is your favorite story? Why did you choose it? What makes it so memorable for you? In this episode of Building a Modern Employer Brand -podcast I talk about what are the elements that make up a story. Even if I wrote 200 pages does not automatically constitute a good story or even a story, to begin with! For a bunch of words to form a story, certain key elements must be found. If we are talking about a 2,5-hour movie, there will be more of the elements used and in a repetitive manner than in a blog post or a career story you write to your company blog. This episode ends- for now - the three-part miniseries about storytelling and business communication. However, if you feel storytelling is something that interests you more, do let me know. I can always return back to this topic later in this podcast. ⏱ 35:09 min Learn more and get the eBook mentioned in this episode on the Modern Employer Brand website: 🔗 https://bit.ly/3k95d5z 👂 Listen, would you like to: 1️⃣ Learn more about modern employer branding and talent marketing? Did you know that we are launching an online Talent Marketing School in early 2021? 💯 SIGN UP on the WAITLIST now and you'll not only be the first ones to hear about it, but you will also get a 10% DISCOUNT from whatever comes on sale the first from Talent Marketing School. ✍🏻 JOIN WAITLIST HERE: https://bit.ly/38rCOFW 2️⃣ Would you like to get a free Behind-the-Scene-Thought from me about each podcast-episode directly to your email? 📫 In this BTST I share a specific tip, thought, or recommendation about the topic I address on that week's podcast-episode. I won't share it anywhere else. Just to you as a subscriber-extraordinaire to this Podcast Weekly. SUBSCRIBE HERE: https://bit.ly/3jXy3Wy
31 minutes | a month ago
#46 What is Business Storytelling?
What is BUSINESS storytelling? As talent marketers, we send hundreds if not thousands of messages to our internal and external talent audiences on a monthly basis. ❓ How many of those messages are seen, opened, consumed, and acted upon? 😱 The problem is not many. Most of your messages are not paid attention to. You wrote it, you sent it and no one ever read it. It doesn't have to be that way though. Storytelling is an excellent method to deliver messages in a business context. When we formulate our message into a story format, the recipient is likely to pay more attention, hear you out and become inspired to act as you have asked for in your message. 🎧 In this episode of BUILDING A MODERN EMPLOYER BRAND - podcast, I introduce you to business storytelling. 💡 What is business storytelling? 💡 The value of business storytelling. ⏱ 30:48 min Did you know that there is a theme article on my blog to complement each podcast-episode? Sometimes you may want to quickly browse about the topic before deciding if you listen to it or not. My theme-articles are not the show notes for the episode though. They are additional content about the same topic. You get more about the topic if you also read, or also listen. 🔗 https://bit.ly/2TNucRh IN ADDITION! There is an eBook available now for download to kickstart a talent marketing pro's journey with me. This eBook is about the Magnetic Employer Branding Method AND Business Storytelling. ⬇︎ Download it for free here: https://bit.ly/3mG7Bm2 🎓 TALENT MARKETING SCHOOL NEWS! Do you aspire to become a modern talent marketing professional? We are building an online school for a 2021 spring release. JOIN THE WAITLIST HERE: https://bit.ly/2TNktuf If you rather wait a while, find the new @talentmarketingpro profile on Instagram and give yourself some time to figure out what this is about. 🔗 https://www.instagram.com/talentmarketingpro/ Come back next week for episode 47 in which I talk about how the story works. // Susanna
37 minutes | a month ago
#45 Why our brains need a good story
#45 Why our brains need a good story by Susanna Rantanen
34 minutes | a month ago
#44 Essential questions your career pages need to answer
In this episode of Building a Modern Employer Brand -podcast we continue with your career site -topic. It is essential to pay attention to the value of your career pages to your target talent audiences. The value is measured by your career pages' ability to answer the questions your talent website visitor has on their mind. Active and passive job seekers have very different questions on their minds. If you want a passive talent to spend time on your site, and return as well, you need to cater to the very different content than what your career site usually tends to have. Listen to this episode to learn more about the essential questions your career pages must answer and why. ⏱ 34:02 min 🔗 Theme article and all links and questions mentioned in this episode can be found here: https://bit.ly/3m3b0Ll 📥 DOWNLOAD a PDF 8 Tips How to Get Your Career Site to Work for You: https://bit.ly/31oi1Pf Is talent marketing something you want to learn more about and MASTER one day? We are currently building an online Talent Marketing School for all talent marketers who aspire to a career in modern employer branding and talent marketing. 🎓 Join the waitlist here: https://bit.ly/3o8CqBu 📲 Follow the @talentmarketingpro on Instagram: https://www.instagram.com/talentmarketingpro/ 📲 Follow this podcast on Instagram: https://www.instagram.com/hr_podcast/
12 minutes | 2 months ago
#43 Why you should care deeply about your career site?
In this episode of Building a Modern Employer Brand -podcast, I want to give our attention to your career site for a bit. If you are a growth business active in talent acquisition, your career site is your most important talent media. Most career sites are unfortunately not much more than a "shop window" without an entrance in sight. They may be well dressed, but all they allow you is to browse a few items; not touch anything, not interact with anyone, and not step inside. Too many businesses seem totally blind to this amazing opportunity to activate your career sites as your talent lead generators. ⏱ 12:26 min Check out the theme article on the blog to get a few examples and learn more about this amazing topic! 🔗 https://bit.ly/36VbDT4 Download a free PDF: 8 Tips How to Get Your Career Site Work for You: 📥 https://bit.ly/370Coph
34 minutes | 2 months ago
#42 How I use the Magnetic Employer Brand©️-method to employer brand my agency
I created this proprietary marketing method back in 2017. It soon became pretty known on the Finnish market by the name of Vaikuttava Työnantajabrändi -metodi. In English it goes by the name of Magnetic Employer Brand Method and the name of this podcast refers to it. In this episode of Building a Modern Employer Brand -podcast I share with you how I apply this same method to brand my own agency. When I first developed this, it was to help some of our fast growing and scaling tech company clients in their struggle to hire the talents they needed. But I soon discovered how well this systematic approach and a strategic framework is able to also help the more established organizations to change their employer image as they go through the current wave of digital transformation. And, furthermore, our own case sets an example of how an agency like ours is able to apply it, not just for employer branding but combined with business branding to achieve measurable value to the business. ⏱ 33:32 min 🔗 https://bit.ly/2SrOZck
23 minutes | 2 months ago
#41 The power of visuals in employer branding
"A PICTURE tells a thousand words", said Fred R. Barnard, an advertising executive back in the days. 🖼 What this means is that a visual image or a graphic illustration conveys a stronger message than written words. 🐶 When I say the word "dog", but nothing else, we all imagine what a dog means to us. What type of a breed, what kind of a nature, what feelings and sentiments are attached to the dog on our mind. It's going to be different between you and I, and all other people. 📸 But let me give you a photo of a tiny, white poodle with a pink bow tied on the top of her head. She is sitting on an oak-tree bench in a park filled with colorful flowers and big oak trees. The sun is shining and she is posing for the camera. It is evident many photos have been taken of her before. 💡 Now we all are likely to think more towards a similar setting. Your flowers might be a different color or a different kind. Your poodle's eyes might be rounder than those of mine. Your oak trees might be heavy with green leafs while mine are already getting red and brown. That's because I did not describe the details of the eyes or the leafs. ❌ NOTHING stops us to describe a setting like this - in words, to reach a more similar understanding of what we are talking about. Describing it is going to take you longer than if you took that photo. And, it's going to take me longer to read it than just looking at that photo. 🔥 THAT's why visuals are so much more powerful as a content type than text. In this episode of BUILDING A MODERN EMPLOYER BRAND -podcast I talk about the power of visuals in employer branding. There are a lot of places to use visual elements in employer branding. And when some consideration is put into choosing them, our visual employer branding can easily have a greater impact on our talent target audiences than our words will ever have. ⏱ 22:46 min 🔗 Find the listening links as well as a blog post about this topic to learn more about the power of visuals! https://bit.ly/2Gc85AG If you enjoy this podcast, please show your love by a kind rating on your podcast app. Until next week, moi moi from Susanna! P.S Moi means hi and by in Finnish. It is pronounced like "oi" with an mmm-sound in front of it. Try it out! 😊
37 minutes | 3 months ago
#39 Understanding Instagram to ace employer branding
🤳 INSTAGRAM created the monster called selfies. Never before were we taking so many #mirrorselfies #belfies #selfies #groupselfies than in the times of Instagram. ❣️ Instagram is also fantastic for employer branding. Not for recruitment marketing as much, but absolutely for employer branding. Why? Because it is so much easier to create Instagram content to evoke emotions than to get the same impact on a blog post or a video. ❣️ And employer branding is all about building those emotional connections between your ideal talents and what your business can represent to them. If you have ANY plans or desire at all to take on Instagram, you should definitely listen to this episode AND read the complimentary theme article on our blog. IN THIS EPISODE: 🔸 Why your own use of Instagram can teach you so much about how to use Instagram as a business. 🔸 Why our followers and the people we would like to follow us can teach us so much about how we should use Instagram as a business. 🔸 Why every single post counts. 🔸 Understanding there are many Instagram strategies to choose from. 🔸 Posting photos on the newsfeed is just one of them. ⏱ 36:47 min 🔗 Why it is a great idea to do employer branding on Instagram: https://bit.ly/2FzP8aO Are you on Instagram? If you are interested in employer branding and talent marketing as a career choice, and looking to learn more, follow our new @talentmarketingpro on Instagram. We are building an online course base for aspiring talent marketing professionals to develop their skills and knowledge on modern employer branding and talent marketing. Right now I am building up a community interested in this topic. Would love to see you there! https://www.instagram.com/talentmarketingpro/
37 minutes | 3 months ago
#38 What is the BEST social media for your talent marketing needs?
❓DID YOU KNOW the ways we use different social media platforms change periodically? What was the best platform for your talent marketing needs before, may no longer be the most effective choice. Keeping up with all the trends may be hard, but worth your while. 📣 When you get moving with your talent marketing or talent branding plans, you must make the BEST choice out of the social media options. ❓ How to know which social media is your best option? 💬 Well, I'm going to talk about that - to you - in this episode of Building a Modern Employer Brand -podcast. IN THIS EPISODE: 💎 What does "best social media" even mean? 💎 Three (3) key factors to help you determine your BEST social media for talent marketing 💎 Why is it important to pay attention to what are "the currently popular" social media? 💎 What I think the main social media are currently good for in talent marketing. ⏱ 37:03 min 🔗 Find the links mentioned in the podcast as well as more about this topic on the episode-post in the blog: https://bit.ly/2GJlgJD KEEN TO GET ON THE TALENT MARKETING CAREER PATH? Go to Instagram and start following my new @talentmarketingpro -profile: https://www.instagram.com/talentmarketingpro/ As a member of this new Instagram community will give you a front-row seat in becoming a talent marketing professional. What more, DM me to tell me you heard about it from my podcast and want to be added to the VIP list for the upcoming Talent Marketing Pro School! People on the VIP list will receive a special gift as my token of appreciation for being so enthusiastic about this topic AND supporting me to kick off an entire online School!
45 minutes | 3 months ago
#37 How to best use social media for recruitment marketing
HOW TO BEST USE SOCIAL MEDIA FOR RECRUITMENT MARKETING? Don't worry. This episode is not about how to share the link to your job post on social media. That is not exactly rocket science nor a newsflash. Instead, I will feed your brain with inspiration and a few tips on how to exploit social media both in a single recruitment process as well as generally in all hiring. Both of these have one critical commonality: These activities are targeted to ACTIVE job seekers. An active job seeker is someone who has both in their minds and hearts as well as in practice started to proactively take action to make career-related changes. Their headspace is available and welcoming towards your hiring messages. If you make those messages relevant and valuable for them. IN THIS EPISODE: 💎 Emphasizing always and forever the importance of measurable goals and objectives in your talent marketing. 💎 The three things that signify the success of your recruitment marketing on social media. 💎 A few tips for using social media for recruitment marketing purposes. ⏱ 45:29 min KEEN TO GET ON A TALENT MARKETING CAREER PATH? Go to Instagram and start following my new @talentmarketingpro -profile. Or click here: https://www.instagram.com/talentmarketingpro/ As a member of this new Instagram community will give you a front-row seat in becoming a talent marketing professional. What more, DM me to tell me you heard about it from my podcast and want to be added to the VIP list for the upcoming Talent Marketing Pro School! People on the VIP list will receive a special gift as my token of appreciation for being so enthusiastic about this topic AND supporting me to kick off an entire online School!
42 minutes | 3 months ago
#36 Talent Marketing in social media in 2020
NEWS FLASH social media is your best platform for talent marketing. Why? 🔥 You can use social media for multiple, yet equally effective ways to build and engage your talent audiences. 🔥 If you opt for content marketing, social media is the most cost-effective media to boost, as in promoting your content and expand your audience. 🔥 You don't have to be a content creator to make the most of social media. If you are better in conversations, wonderful! That works really well too! 🔥 You can also use social media for building your talent audience insight and grow your understanding of what your audience is like, what interests them, and what is important for them. BUT, there is always a 🍑 in eveything! And in this one it is: 🤓 You MUST know which social media is the most ideal to reach your target audience and then you MUST use that social media exactly the way your audience is expecting you to use it. In this episode of BUILDING A MODERN EMPLOYER BRAND -podcast, I'll kick off a series of episodes in which we are going to pierce into social media from a talent marketing angle. I'm fed up seeing at the most average use of social media for talent marketing when you could do a SO MUCH better job! A job categorized as a professional job. Are you up for it? I know you are... ⏱ 42:18 min 🔸 Why social media is great for talent marketing? 🔸 Did you know that social media is actually an ecosystem? 🔸 Tips for choosing your social media More about this: On the blog: https://bit.ly/3hplXoJ On Instagram: https://www.instagram.com/talentmarketingpro/
27 minutes | 4 months ago
#35 Talent Marketing as a profession - A career path for you?
Is talent marketing something that inspires you? Would you like to work full time in talent marketing? ❓What is talent marketing as a job, and how can one enter the career path of talent marketing? In this episode of Building a Modern Employer Brand -podcast I'll be talking about talent marketing as a profession and as a career choice. What makes it so exciting is that it is a whole new avenue for both aspiring marketing communications practitioners as well as the more seasoned professionals who are looking for a change from B2B marketing or B2C marketing. ⏱ 27:26 min IN THIS EPISODE: 🔥 What is talent marketing (as a profession)? 🔥 How I got into talent marketing 🔥 What - in my opinion - is the best way to start your talent marketing career. Learn more and check out the related blog post: https://bit.ly/3iTbGRX KEEN TO GET ON THE TALENT MARKETING CAREER PATH? Go to Instagram and start to follow my new @talentmarketingpro -profile. 👉 https://www.instagram.com/talentmarketingpro/ My followers here will be on the front row of hearing about and learning about the new Talent Marketing School we are building.
38 minutes | 4 months ago
#34 REALLY the 5 key advice for HR taking on social media
Social media is by far the greatest gift HR and recruitment professionals have even been given. It changed the dynamics first in recruitment marketing giving so many more opportunities to explore and take advantage of in-house. Then more recently, with the growing attention and interest to embark on the employer branding arena, social media offers talent marketers a remarkable arena for talent targeted communication, marketing, advertising, and branding. However, using social media for personal entertainment and using social media for employer branding and recruitment marketing are TWO so different practices they are from different worlds. That's why we seriously need to talk about how to use social media for talent marketing purposes. In this episode of Building a Modern Employer Brand -podcast, I share what I think is REALLY the 5 best advice you can receive about how HR can use social media to help hiring and employer branding. ⏱ 38:19 mins And as you know, the Modern Employer Brand Blog is dedicated to talent marketers who want to learn modern practices for talent marketing. 🤓 Find the blog here: https://bit.ly/3hqXbnX 🔛 NEWS! We are building an online self learning (and later coaching) business for all aspiring talent marketing professionals. If you want to be included in our talent marketing pro VIP list, do this: 1) Go to Instagram and start following @talentmarketingpro. 2) Send me (@talentmarketingpro) a direct message (DM, private message on IG) and request yourself on the VIP list. Joining the VIP list will let me know you are seriously interested in the prospect of a career in talent marketing, and you want to start building your own skills and competencies on this new areena. We will return the favor by sharing free tips and educational content, and once we launch the course environment, you are able to become a pilot student for a fracture of the normal cost of the courses.
31 minutes | 4 months ago
#33 - 5 reasons why most companies fail to succeed in talent marketing
I'm going to be honest with you. It looks like most businesses fail to succeed in talent marketing. Most businesses are not treating talent marketing in a professional manner. When you treat it in a professional manner, you expect a lot and you give it the appropriate resources to deliver on those expectations. I keep witnessing how most businesses expect a lot, yet treat talent marketing as an extracurricular activity, a bit of fun on the side. Failure to succeed in talent marketing looks most often like this: ❌ Continuous difficulties to get applications from those talents your business really needs. ❌ Regular challenges to fill in your vacancies within the expected time frames. ❌ Not getting your employees to advocate your company as a workplace (or any other company content) on their socials. ❌ Regularly seeing your completion outweigh you in the most attractive employer listings even though you put in so much effort each year. It is not like YOU are not doing ANYTHING. It is not necessary that you are not doing ENOUGH. You might be even doing TOO MUCH. In this episode of Building a Modern Employer Brand -podcast I explain 5️⃣ of the most common reasons why the talent marketing we see is not as successful as it could be. Understanding first what to fix is the way to change! ⏱ 31:17 min DO YOU WANT TO BECOME A TALENT MARKETING PRO? 💟 Go to Instagram and find @talentmarketingpro. That's me. I'm working on an online coaching business for all of you who aspire to become Talent Marketing Professionals. Following that handle on Instagram will keep you posted on what all professional talent marketing intakes and how to learn more if it's something you aspire to become. If you prefer to read blogs and learn from this podcast, that's very ok! You can find the Modern Employer Brand Blog on: https://bit.ly/3hqXbnX And on Instagram: @hr_podcast
16 minutes | 4 months ago
#32 Why companies should use about social media like their employees?
With the exception of strong consumer brands, most businesses use social media wrong. When we use socials for work, we change our own social media behavior. We turn into promotion and sales machines expecting total strangers to be interested and act on our requests. When we use socials for as private people, we hang out, have conversations, share personal experiences, memories, and moments. We don't go to socials to promote, ask, push, and request. And when we are hanging out on socials, we don't like strangers coming to ask, push, and request something from us. In this episode of Building a Modern Employer Brand -podcast, I talk about why I think businesses are using social media wrong and why we should pick up a few tricks and tactics from our employees on socials. ⏱ 15:55 min IN THIS EPISODE: 🔸What companies are doing wrong on socials? 🔸Why we can learn from our employees (and perhaps also our own personal social media behavior)? Check out the Candidate Journey mentioned in this episode: https://bit.ly/2DbdPsK Learn more about modern employer branding and talent marketing on our blog at: https://bit.ly/3hqXbnX ❓QUESTION! ❓ Are you interested in developing professionally in talent marketing? We are currently working on to branch out in an online coaching business for our international audience. I don't have a launch date for you yet, BUT if you start to follow the new Instagram account @talentmarketingpro, you will be in the front line to know when we are ready to launch our first courses. Go to: https://www.instagram.com/talentmarketingpro/ and click >FOLLOW< and be the first ones to know more. I might even have special offers to in-store once we launch!
30 minutes | 4 months ago
#31 How to get your employees to share company content on their social media?
Are you one of the many HR, business leader, or marcoms professional who has tried endlessly to get employees to share company content on their social media profiles? You are not alone! Getting your employees to regularly share company content online is hard. But it doesn't have to be. You simply need to understand why they are not sharing currently, and then adopt a few tricks to start changing this. IN THIS EPISODE: 💎 Most common reasons why employees are not sharing company content on their own social media profiles. 💎 5 steps to start changing the why not to "yes of course and I will!" ⏱ 30:03 min 🔗 Learn more about modern employer branding and talent marketing tips and tactics on our blog: https://bit.ly/3hqXbnX Are we connected yet? Find this podcast on Instagram: https://www.instagram.com/hr_podcast/ Would love to connect with you there! // Susanna
29 minutes | 5 months ago
#30 Goals, objectives and metrics in hiring, part 2
For some reason most conversations about measuring hiring success start from and end with metrics. I'm suggesting to pause there. If you are familiar with Google Analytics, you know how overwhelming it can be. You can spend forever building reports and eyeballing data. But without an understanding of what exactly you are looking for and what do the numbers tell you, it is an utter waste of your time. In this episode of Building a Modern Employer Brand, I talk specifically about goals, objectives, and what to measure in hiring. ⏱ 28:32 min IN THIS EPISODE: 🔸Why we measure in the first place? 🔸What is the difference between goals, objectives and metrics? 🔸Various examples about goals, objectives and metrics in hiring. Check out the show notes article on my blog to learn more and find links to further tips and recommendations about measuring and optimizing your hiring success: 🔗 https://bit.ly/3epp8dK Let's connect on socials! I'd love to network and connect with people like you interested in modern employer branding and developing their talent marketing skills to build a successful talent marketing career! Find me & this podcast on Instagram: https://www.instagram.com/rantanensusanna/ https://www.instagram.com/hr_podcast/ Find me on Twitter: https://twitter.com/RantanenSusanna Find me on Linkedin: https://www.linkedin.com/in/susannarantanen/ I'd love for you to introduce yourself when connecting so I know you are a listener!
29 minutes | 5 months ago
#29 How to measure success in hiring? [part 1/2]
Measuring success in hiring is actually not that simple. Yet, choosing the right metrics, collecting data regularly and optimizing actions to improve hiring success are a must for all employers who regularly hire. Often times, success is seen as a signed employment contract. But when we look at common failures in hiring, we can see there is a lot more to measuring hiring success than did we or did we not succeed in signing a new contract. In this episode of Building a Modern Employer Brand I address this topic and discuss the many aspects of measuring success in hiring. ⏱ 29:05 min IN THIS EPISODE: ➕ What success in hiring really means? ➕ How to measure hiring? ➕ Figuring first out our strengths and weaknesses in overall hiring. 🤓 Check out this blog post about measuring hiring success: https://modernemployerbrand.com/how-to-evaluate-and-optimize-your-hiring-success-reputation/ Come back next week, because I will continue with this topic in the next week's episode and talk about goals, objectives and metrics in hiring!
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