SBP 038: How Branding Affects the Race for Talent. With Shelley Billinghurst.

Many marketers often narrow their focus on branding, concentrating primarily on select elements such as an organization's visual identity, advertising and promotional efforts, and its presence on social media platforms. However, it's important to consider that branding also plays a significant role in the realm of recruitment.

This week on the podcast, we welcome Shelley Billingshurst, President of Hire Value Inc, to discuss the delineation between HR and Talent recruitment, the importance of organizational branding and it’s effects on recruitment, why talent tracking systems create horrible brand experiences for talent and so much more.

This is a very polarizing episode we hope you enjoy!

Our Guest

Follow Shelley Billingshurst: https://www.linkedin.com/in/shelley-billinghurst-91ab71/

Hire Value Inc: https://hirevalueinc.com/

Our Hosts

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Podcast Literature:

HBR The War for Talent is Back: https://hbr.org/2007/04/the-war-for-talent-is-back

CNN The Race for Talent: https://www.cnn.com/2022/02/24/success/companies-hiring-faster/index.html

HBR Make your Employer Brand Stand out in the Talent Marketplace: https://hbr.org/2022/02/make-your-employer-brand-stand-out-in-the-talent-marketplace

SHRM - Most people never complete job applications:

https://www.shrm.org/resourcesandtools/hr-topics/talent-acquisition/pages/most-people-never-finish-online-job-applications.aspx

Social media has reinvented the way Gen Z finds jobs:

https://www.benefitnews.com/news/social-media-has-reinvented-the-way-gen-z-finds-jobs

Timestamps

0:44 - Intro to Shelley

2:56 - The connection between marketing, brand and talent acquisition

4:54 - Winning the war for talent vs. the race for talent

7:26 - The difference between talent acquisition and HR

11:02 - Recruitment and HR have different incentives

14:37 - How corporate culture influences recruitment

18:54 - Why talent acquisition should live outside of HR (KPMG example)

22:58 - Why Applicant Tracking Systems (ATS) create a horrible brand experience for talent

25:28 - The skills for success in HR and recruiting are different

26:35 - Abandonment rate in application submissions

28:09 - How unqualified job seekers overload ATS

30:23 - How qualified candidates work around ATS

31:53 - How LinkedIn and Indeed work

34:44 - How great brands like Microsoft manage their talent & database

40:38 - Why candidates need to continuously invest in their personal brand

43:02 - Why the odds of getting a job through an online application are less than 1%

47:44 - The best way to write job descriptions and respond to them

53:16 - The traditional hiring system is broken - why networking is so important

58:54 - The one thing a company can do to fix talent acquisition

1:00:47 - The one thing a candidate can do to improve their odds of getting a job

1:05:38 - The one thing recruiters can do to create a great brand experience

1:07:55 - How to find out more about Shelley

1:09:03 - Why Benevity, WestJet, Lululemon and X (Twitter) are great employer brands

1:14:07 - Post-Pod with V and Marc

Where to listen

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC

Youtube: https://www.youtube.com/@sleepingbarberpodcast

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