Skip to content
ATC
  • Events
    • Australasian Talent Conference 2025
    • Talent Leader Long Lunches
  • Content
    • TWIT
    • Articles
    • Watch On-Demand
  • Talent Tech
  • Get Involved
  • About
  • Events
    • Australasian Talent Conference 2025
    • Talent Leader Long Lunches
  • Content
    • TWIT
    • Articles
    • Watch On-Demand
  • Talent Tech
  • Get Involved
  • About

Applying a Marketing Mindset to Compete in Today’s Talent Market

Employer Branding, Talent AttractionBy Diyanah AfendyAugust 7, 2022Leave a comment

Whether or not you believe the Great Resignation is real, there are a number of things that are for certain. There are currently more job vacancies advertised than ever before, there are very low levels of job applicants, even lower unemployment rates, and limited talent mobility. And this is on top of the previously well-documented…

ATC
Contact Us

info@atcevent.com

Linkedin-in Youtube
Aboriginal and torres strait islander flags

The ATC team work on many lands including those of the Bunurong, Wurundjeri-Willam and Dharawal people. We also host events in Naarm, Kulin and Eora Nations and beyond. We thank the Traditional Custodians and Elders of all of the lands that we live and work on for their continued care of land and waters.

  • Privacy Policy
  • Disclaimer
  • Privacy Policy
  • Disclaimer

© 2024 ATC Events 

Menu
  • About
  • About Us
  • Advertise With Us
  • Agenda test
  • ATC 2024 Agenda
  • ATC Digital Sponsorship – Terms & Conditions
  • ATC Events’ General Ticketing Terms & Conditions
  • ATC Lunch Sponsorship – Terms & Conditions
  • ATC TA Brew Terms & Conditions
  • ATC2023 – Exhibitor Resources
  • ATC2024 Drop In Expo Ticket T&Cs
  • ATC2024 Event App
  • ATC2024 Exhibitor Onsite Resources
  • ATC2024 Exhibitor Resources
  • ATC2024 Exhibitor Terms & Conditions
  • ATC2024 Expo – How to Get There
  • ATC2024 How to Get There
  • ATC2024 How to Get There
  • ATC2024 Ticketing Terms & Conditions
  • ATC2025 Exhibitor Terms & Conditions
  • ATC2025 Ticketing Terms & Conditions
  • Blog
  • Blog
  • Book your 2 free tickets to TA Brew – Melbourne
  • Book your free ticket to TA Brew – Melbourne
  • Bringing the TA community together
  • Community
    • Contribute! Share with the Community
  • Contact Us
  • Content
  • Contingent Workforce Forum Ticketing Terms & Conditions
  • Contingent Workforce Survey 2025
  • Contribute to the Wisdom of the TA Crowd
  • CWF2025 – Event Info
  • CWF2025 Agenda
  • Digital Event: Unpacking the 2020 State of TA Download
  • Disclaimer
  • Download our Digital Media Kit
  • Download the 2021 State of Talent Acquisition Report
  • Download The Perfect Fit Whitepaper
  • Download Unilever Case Study
  • Downloadables Guides
  • Dr. Bree Gorman’s Recruitment Bias Checklist
  • Elementor #41781
  • Email Link
  • Future of Talent (FoT) Terms & Conditions
  • Get Involved
    • Talent Practitioners
    • Solution Providers
    • Launching New Talent Tech?
  • Graduate recruitment leaders competition
  • Insights
  • Latest articles
  • Latest News
  • Playbacks
  • Present your Talent Story at ATC2024
  • Privacy Policy
  • Reach our Audience
  • Register for webinar: Personal Brand Masterclass with Ruby Lee
  • Register your interest for TA Brew
  • Register your interest for TA Brew 2023 – Melbourne
  • Register your interest for the Long Lunch Series
  • Register your interest for the Long Lunch Series
  • Register your interest for the Talent Lunch
  • Reserve your seat for Talent Leaders Lunch – Brisbane
  • Resources
  • Resources coming soon
  • RSVP – Register My Attendance for the Talent Leaders’ Lunch, Melbourne
  • RSVP – Register My Attendance for the Talent Lunch, Melbourne
  • RSVP – Register My Attendance for the Talent Lunch, Sydney
  • Sample Page
  • Sign Up
  • Sign up to TWIT & the museletter
  • Speak, Sponsor, or Exhibit at ATC 2024
  • Sponsorship Opportunities
  • Subscribe to the Museletter
  • TA Brew 2023 – Event Information
  • TA Brew 2024 – Vendor Engagement Opportunities
  • TA Brew Melbourne – Event Information
  • TA Brew Sydney – Event Information
  • TA Careers
  • Talent Advisory Conference Terms & Conditions
  • Talent Tech
  • Talent Tech / Find A Supplier Terms & Conditions
  • Talent Tech Listing Submission
  • Thanks for subscribing
  • The ATC COVIDSafe Plan
  • The Brightest Minds in Talent in One Exciting Place
  • TWIT
  • Write For Us
  • “Freelancer = Contractor” Competition
  • Shop
    • Cart
    • Checkout
    • Account
    • Login
  • Contact
  • Terms & conditions
  • Cookie policy
  • Demo design system
  • Maintenance page

2024 Innovation Lab: Talent Tech Pitch Off

Whether or not you believe the Great Resignation is real, there are a number of things that are for certain. There are currently more job vacancies advertised than ever before, there are very low levels of job applicants, even lower unemployment rates, and limited talent mobility. And this is on top of the previously well-documented skills shortages across most industries.

All of these conditions are making it extremely challenging for organisations to attract and recruit in-demand talent, so it’s important to consider how to gain that competitive edge in the toughest labour market in decades. Organisations need to find a way to stand out from competitors across all industries and capture the attention of talent, in order to even put forward their pitch.

Every successful recruitment strategy should be underpinned by a strong attraction strategy, and be personalised, using technology to target the right candidates, both active and passive, via a range of channels.

If you are to attract and retain the best people in the marketplace with the right values, mindsets and skills, you need to be able to source from more deeply within the labour market. You need to make sure you are selecting from the best in market, not just the best who have applied for your jobs.

We talk a lot about attracting active and passive talent, but in order to do that effectively we need to nurture prospective talent regardless of where they fall in the job-seeking lifecycle. We need to consider what tactics to use at each stage of the talent acquisition funnel and how branding and sourcing play into it.

We need to consider the entire population of potential talent and where they may be in their career cycle, as well as better understand their motivations and perceptions of your organisation as an employer, to guide us as to how to build relationships.

Today we need to drive awareness, consideration and interest, before we can expect a job application

This is the new candidate funnel – marketing first to potential talent to encourage them to start considering your organisation, before converting them into an applicant. This is particularly important in today’s cut-throat recruitment market, as the few active candidates aren’t active for long!

By increasing the level of awareness of your company as an employer of choice, we widen the top of the funnel, allowing a greater flow of talent through the funnel to ultimately increase the number of qualified and suitable candidates at the bottom of the funnel. This will ensure your recruitment teams are filling roles with the best talent in the marketplace, reducing the time it takes to do that, and allowing them to focus on providing the best possible experience to candidates and hiring managers.

Seeing ‘proactive attraction’ from the candidate’s perspective

To better understand proactive attraction, let’s first put ourselves in the shoes of top talent.

A highly-skilled and in-demand professional begins the year in a good place, in no way considering a career change. But by mid-year they begin to feel an itch: perhaps their role is changing in a way they hadn’t expected, or their company isn’t performing well. By the end of the year that itch has turned into action – they’re casually browsing positions and signing up for job alerts.

In the past, Employer Brand and Talent Acquisition teams may have only been interested in the December version of this professional. But proactive attraction targets the June and even the January iteration; it engages at every stage of the consideration cycle, so when December rolls around (or indeed an earlier month), you’ve positioned yourself as the preferred employer.

From a content perspective, getting a job ad in front of this person in January probably wouldn’t elicit a click. An article about ‘10 awesome things [your company] is doing in AI’ (or another relevant/trending topic to your target audience) however, is far more likely to pique their interest when casually browsing LinkedIn, which will covertly sell your organisation as an attractive workplace.

To be effective, you need to tailor your message to suit the stage of consideration. You need to think about being in the right place, at the right time, with the right message.

Important considerations when building out your attraction strategy 

For those who are ready for it, I’d be creating segment-based go-to-market plans (ones for each of the critical talent segments) designed to move key audiences along the consideration journey – the funnel.

  1. At the top, what are those activities and channels that will be used to build awareness of your organisation as an employer, brand affinity and understanding of your EVP?
  2. For those at the consideration and interest level, how are you building talent communities or pools and what are you doing to nurture these relationships until the right role opens up/ talent is ready to move?
  3. And what are the channels, job boards and tactics that will be used to drive job applications and support recruitment campaigns as needed?

By understanding the journey, we can also be clear about the goal of each activity. What are you trying to do with that post/activation etc.? What is the best call to action? Where is the best place to direct that click? What does conversion or success look like for each activity?

It sounds tricky, but it doesn’t need to be. It’s about having a clear attraction strategy for each of the key audiences you are trying to recruit; a deliberate plan for each of your marketing activities within them, and clarity on how you’re going to use the channel/content to push talent along the journey. It’s about having a clear measurement plan and knowing what success looks like at each stage, so you can prove your ROI.

This is how you’ll be most effective in attracting talent in what’s shaping up to be the toughest recruitment market in decades.

Keen to find out more?

Join Brie Mason at ATC2022, together with Clint Williams, Talent Leader at Lion, and Sarah Halaseh-Russo, People Experience at Officeworks, as they discuss the need to gain alignment on a change in EVP mindset and approach, and a redefinition of roles and responsibilities.


This article originally appeared in Employer Brand Mason and has been republished here with permission.

Photo by Jason Goodman on Unsplash

Speakers

Andrew Brockhoff

Andrew Brockhoff

Vice President, Asia-Pacific
Eightfold Ai
Amy Schultz

Amy Schultz

VP Market Development & Operations – RPO, ANZ
Korn Ferry
Chris McDougall

Chris McDougall

Senior Manager – Services Procurement, APAC
KellyOCG
Louise Whitelaw

Louise Whitelaw

Head of Strategy Execution and Innovation, APAC
KellyOCG
Peter Hamilton square

Peter Hamilton

VP and Managing Director, APAC
KellyOCG
Ken MacLeod

Ken MacLeod

Talent Acquisition Manager
Optus
Noel Barret

Noel Barrett

VP APAC
KellyOCG
Liz Eylander

Liz Eylander

Procurement Leader
formerly Medibank
Gary Park

Gary Park

Head of Talent – Mobility & Programmes
V/Line
An image of Steven, a man with glasses and a blue shirt. he is smiling. there is a norfolk pine tree and a cityscape in the background.

Steven Prince

Senior Talent Acquisition Partner
PSC Consulting
Eileen Kovalsky profile

Eileen Kovalsky

Formerly led TA Technology and Candidate Experience transformation
General Motors, USA
Raj Singh square

Raj Singh

Senior Sourcing Lead – Campaigns People & Communications
Health New Zealand | Te Whatu Ora
Athanasia Corso

Athanasia Corso

Head of Talent
InsuranceHouse
rebecca warren

Rebecca Warren

Director, Talent-Centred Transformation
Eightfold
Tash Gawne

Tash Gawne

Chief People Officer
Globird Energy
syed imtiaz

Syed Imtiaz

APAC Talent Acquisition Manager
Siemens
Jay teoh

Jason Teoh

Senior Partner, DE&I Strategy & Governance
Department of Planning, Housing, and Infrastructure – NSW
Jo Vo expanded background (1)

Jo Vohland

The Swiss Army Knife of Talent
ATC Events & Media
Tristan Kolay

Tristan Kolay

APAC Africa Talent Acquisition Lead
Ausenco
Naomi Paik

Naomi Paik

Talent Team Lead
Jo Vohland
Richard Barnett

Sponsors