From Meh to Memorable: Why You Need a Talent Branding Partner Now
“Can our in-house marketing team + HR team do talent branding?” I’ve heard this question from most of the companies we work with today. If it’s on your mind as well, I’m not surprised.
This post answers what difference collaborating with a talent branding partner can bring, and how an outside in perspective maybe just be the secret weapon you need.
NOTE: for best and consistent results, we always advocate working with an internal member to build, operate, train and transfer.
Table of Contents
Audit Your Talent Brand Today
What value does an external talent branding partner bring?
In the past six months, we have worked with organizations that operate in diverse industries including early education, export materials startup, broadcasting and a global travel / logistics company.
The talent problems we come across are as diverse as it gets based on the geography, culture, and industry. This has shaped our thinking in terms of solutioning to paint the talent story that is reflective of the brand.
The point I’m trying to make is that an external talent branding partner can bring a fresh perspective and outside expertise to your in-house marketing and HR team.
They can help you to develop a comprehensive talent branding strategy that aligns with your overall business goals, and can also provide additional resources and support to execute that strategy effectively.
Who owns the success of the talent branding initiative? How does it work when an external partner is involved?
It’s natural to be curious how to define the boundaries when working with an external partner.
The answer is simple: the success of a talent branding initiative is typically the shared responsibility of both the internal team and the external partner.
The internal team, with a single point of contact, works with the external team. The internal team member may in turn work with members from your HR, marketing, and other departments, to get the necessary resources and support for the initiative.
The external partner, on the other hand, is responsible for providing expertise and additional resources to develop and execute the talent branding strategy.
If you have no one internally from your team, we at times, help you hire a member before transitioning.
When working with an external partner, it is important to establish clear roles, responsibilities, and expectations from the beginning. This includes identifying specific goals and defining who is responsible to execute what and what we need as data to be successful, as well as clear lines of communication and a process for making decisions.
The external partner should also be integrated into the internal team as much as possible, to ensure that they have a good understanding of the company’s culture and values.
How do you choose a talent branding partner?
This is the most difficult step in the entire process – one that requires careful consideration and research. It’s common to want to compare companies on paper – base don their costs & deliverables. However, business happens through relationships and conversations, not just on paper, more so in the case of talent branding.
Here’s what we advise: schedule a meeting (s) with potential partners. This will help determine if there is a relational fit and provide context for the work they’ve done.
Some factors for you to consider:
1. Relevant experience and expertise: Look for a partner who has experience in talent branding and recruitment marketing. They should have a track record of helping organizations build a strong employer brand and attracting top talent. Ask for case studies and examples of their work.
We were talking with a fintech services organization recently, and they asked for our expertise in similar work. We drew comparisons with a software services firm as the talent challenges were similar. Similarly our decade long experience in recruitment brings in perspectives and nuances that sets us apart from a branding agency.
2. Understanding of your organization and industry: The partner should take the time to understand your organization’s values, culture, and industry. They should be able to tailor their approach to your unique needs and create a strategy that aligns with your goals. Are they able to relate to your business, your talent challenges? The talent challenges of a manufacturing firm will be quite different than that of a startup. Someone with a diverse experience can appreciate and bring in the fresh perspective your organization needs.
3. Collaborative approach: A good talent branding partner should be willing to work closely with you and your team. They should listen to your feedback and be open to making changes based on your input. Look for a partner who values collaboration and communication.
4. Tools and technology: Look for a partner who is up-to-date with the latest tools and technology in the talent branding space. They should be able to provide data-driven insights and use technology to optimize your recruitment marketing efforts.
Be cognizant of these mistakes when working with a talent branding partner
- Lack of communication: Failing to communicate openly and regularly with your talent branding partner can lead to misunderstandings and delays. Ensure that you establish clear lines of communication and keep them informed about any changes or updates.
- Lack of collaboration: A talent branding partnership is a two-way street, and both parties must be willing to collaborate and contribute to the process. Avoid the temptation to micromanage the talent branding partner or simply delegate tasks without providing any input or feedback.
- Unrealistic expectations: It’s important to have realistic expectations for what a talent branding partnership can achieve. While a talent branding partner can help you create a strong employer brand and attract top talent, they cannot guarantee specific recruitment outcomes or solve all of your HR challenges.
- Focusing only on the short-term: Employer branding is a long-term investment, and it’s essential to take a holistic approach that considers both short-term and long-term goals. Avoid the temptation to focus solely on short-term recruitment needs at the expense of building a strong employer brand over time.
- Failure to measure success: It’s critical to measure the success of your talent branding partnership and regularly evaluate whether it’s meeting your goals. Without clear metrics and evaluation, it’s difficult to assess whether the partnership is delivering the desired results or whether adjustments are needed.
Final Word
In conclusion, partnering with an external talent branding agency can bring a fresh perspective and innovative ideas to your employer branding / recruitment marketing efforts. As an outsider, they can offer unbiased insights and creative solutions to challenges that you may have become immune to. It also serves as a mirror for your leadership team to see when presented by an external partner.
With their expertise and knowledge, they can help you build a strong employer brand and attract top talent to your organization.
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