Dan Galante

Brands use Marketing to increase sales, and revenue, and to beat the competition. While this is a great strategy, a brand is only as good as its talent. Yes, brands compete to get and keep customers; but they are also competing to get and keep great talent. For brands to grow, they need great talent in every function of the business.

According to LinkedIn, “the number of global members who changed their jobs on LinkedIn was up 54% year over year. For context, those numbers typically hover between 0 and 5%. “

For brands to be able to attract top talent, they need to be a desired place to work. To be a desired place to work, they need to understand what motivates their employees. While this will vary by industry and company size there are similar things that many employees seek. These include:

1. Feeling valued for their contributions

2. Freedom to do interesting work and solve intriguing problems

3. Fair and competitive compensation including incentive and performance pay, perks, and other employer benefits

4. A fun place to work with activities to bond with co-workers

5. Training and advancement opportunities

6. Work-Life Balance

7. Flexible-working conditions ie work from home, remote work, hybrid work, or onsite for those who want to be in the office

If these things listed above are in place, brands are on the right track to building a great talented brand provided their product offerings are solid.

Getting employees excited about coming to work each day will increase the talent pool by generating word of mouth. When people have something good they tell their friends.

Beyond the offline word of mouth, Brands need to own their identity online by in-sourcing their online and offline assets. This starts with their websites, digital properties, and the collateral used to sell their offerings. With talent branding and employer branding, brands are selling prospective employees the idea of applying and working for their company. This is similar to marketing their commercial offerings to potential customers.

Brands will need to conduct market research to understand who their competitors are and where they stack up in the talent market. Compensation, company culture, intelligence from applicants.

Information from this research can be used to develop a positioning strategy that can be applied to the talent brand and employer brand.

Every brand should have a career page on its website because this will reduce recruiting costs. This page should include the following:

1. Pictures of employees from each function with a short bio and why they chose to work at the brand
2. Employer Benefits and Perks offered
3. Authentic Stories on Company Culture
4. An application that is easy to fill out. i.e greenhouse.io or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn
5. Social Sharing buttons for job postings

Company LinkedIn pages

In addition to sales, product, and content marketing, brands should use their LinkedIn page for talent and employer branding. Some companies’ talent and employer branding strategy are to post jobs on LinkedIn hoping candidates will apply. This is a missed opportunity to sell active and passive candidates on why they should work for your company. Today, candidates have many places they can work.

Things to include in a LinkedIn page

1. Pictures of employees from each function with a short bio and why they chose to work at the brand
2. Employer Benefits and Perks offered
3. Stories on company culture
4. An application that is easy to fill out. i.e greenhouse.io Indeed, Glassdoor, or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn.
5. Social Sharing buttons for job postings

Creating Engaging Job descriptions

The function head, Marketing, and HR need to collaborate to write job descriptions that convince applicants to apply, similar to copy-writing for commercial offerings.

Creating a Great Candidate Experience

Providing candidates with a great recruiting experience is key. Everything should be transparent to candidates. At the end of the recruiting process, it is important to solicit candidate feedback to refine and hone your recruiting process.

New Hire Onboarding and Reducing Turnover

Make sure new hires feel welcome and are trained properly coordinating with the managers and functional heads of each department because roles had different needs and requirements for success.

Empowering and providing incentives to employees

Encourage employees to share company content and jobs on LinkedIn. Also, encourage employee referrals with incentives for referrals that are hired.

If you are not happy with the amounts of applications post the jobs on LinkedIn and Indeed to widen the applicant pools. Niche site may work as well.

This is how to use Marketing to build a great Talent Brand.

Who is hiring?

I surveyed my audience of Recruiters and Hiring Managers to which roles are they hiring.

Based on the answers Sales is the highest at 50 %.

Specific data on top jobs in demand can be found here.

How have you used marketing to build your talent and employer brand?

Share your thoughts.

Additional places to find my content and blog

WordPress: https://dangalante.me/

Tumblr: http://www.askdangalante.com/

LinkedIn: https://www.linkedin.com/today/author/DanGalante

Medium https://medium.com/@DanGalante

YouTube https://www.youtube.com/trendsettingsm

Anchor https://anchor.fm/dangalante

About Me

I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.

As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.

I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.

Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.

I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.

I’m seeking a full-time role in:

Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, Demand Generation, Social Media Marketing, Sales Enablement Enablement, Sales Strategy, Marketing Strategy, Employer Branding, Recruitment Marketing.

Open on title, industry, company, location, and level. Reach out on LinkedIn or at dan@dangalante.com to start a conversation.

Brands use Marketing to increase sales, and revenue, and to beat the competition. While this is a great strategy, a brand is only as good as its talent. Yes, brands compete to get and keep customers; but they are also competing to get and keep great talent. For brands to grow, they need great talent in every function of the business.

According to LinkedIn, “the number of global members who changed their jobs on LinkedIn was up 54% year over year. For context, those numbers typically hover between 0 and 5%. “

For brands to be able to attract top talent, they need to be a desired place to work. To be a desired place to work, they need to understand what motivates their employees. While this will vary by industry and company size there are similar things that many employees seek. These include:

1. Feeling valued for their contributions

2. Freedom to do interesting work and solve intriguing problems

3. Fair and competitive compensation including incentive and performance pay, perks, and other employer benefits

4. A fun place to work with activities to bond with co-workers

5. Training and advancement opportunities

6. Work-Life Balance

7. Flexible-working conditions ie work from home, remote work, hybrid work, or onsite for those who want to be in the office.

If these things listed above are in place, brands are on the right track to building a great talented brand provided their product offerings are solid.

Getting employees excited about coming to work each day will increase the talent pool by generating word of mouth. When people have something good they tell their friends.

Beyond the offline word of mouth, Brands need to own their identity online by in-sourcing their online and offline assets. This starts with their websites, digital properties, and the collateral used to sell their offerings. With talent branding and employer branding, brands are selling prospective employees the idea of applying and working for their company. This is similar to marketing their commercial offerings to potential customers.

Brands will need to conduct market research to understand who their competitors are and where they stack up in the talent market. Compensation, company culture, intelligence from applicants.

Information from this research can be used to develop a positioning strategy that can be applied to the talent brand and employer brand.

Every brand should have a career page on its website because this will reduce recruiting costs. This page should include the following:

1. Pictures of employees from each function with a short bio and why they chose to work at the brand
2. Employer Benefits and Perks offered
3. Authentic Stories on Company Culture
4. An application that is easy to fill out. i.e greenhouse.io or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn.
5. Social Sharing buttons for job postings

Company LinkedIn pages

In addition to sales, product, and content marketing, brands should use their LinkedIn page for talent and employer branding. Some companies’ talent and employer branding strategy are to post jobs on LinkedIn hoping candidates will apply. This is a missed opportunity to sell active and passive candidates on why they should work for your company. Today, candidates have many places they can work.

Things to include in a LinkedIn page

1. Pictures of employees from each function with a short bio and why they chose to work at the brand
2. Employer Benefits and Perks offered
3. Stories on company culture
4. An application that is easy to fill out. i.e greenhouse.io Indeed, Glassdoor, or a form with a file for a cover letter and resume Greenhouse can be linked with LinkedIn.
5. Social Sharing buttons for job postings

Creating Engaging Job descriptions

The function head, Marketing, and HR need to collaborate to write job descriptions that convince applicants to apply, similar to copy-writing for commercial offerings.

Creating a Great Candidate Experience

Providing candidates with a great recruiting experience is key. Everything should be transparent to candidates. At the end of the recruiting process, it is important to solicit candidate feedback to refine and hone your recruiting process.

New Hire Onboarding and Reducing Turnover.

Make sure new hires feel welcome and are trained properly coordinating with the managers and functional heads of each department because roles had different needs and requirements for success.

Empowering and providing incentives to employees

Encourage employees to share company content and jobs on LinkedIn. Also, encourage employee referrals with incentives for referrals that are hired.

If you are not happy with the amounts of applications post the jobs on LinkedIn and Indeed to widen the applicant pools. Niche site may work as well.

This is how to use Marketing to build a great Talent Brand.

Who is hiring?

I surveyed my audience of Recruiters and Hiring Managers to which roles are they hiring.

Based on the answers Sales is the highest at 50 %.

Specific data on top jobs in demand can be found here.

How have you used marketing to build your talent and employer brand?

Share your thoughts.

Additional places to find my content and blog

WordPress: https://dangalante.me/

Tumblr: http://www.askdangalante.com/

LinkedIn: https://www.linkedin.com/today/author/DanGalante

Medium https://medium.com/@DanGalante

YouTube https://www.youtube.com/trendsettingsm

Anchor https://anchor.fm/dangalante

About Me

I’m a Strategic Marketer with Field Sales, Sales Enablement, Content Creation, and, Classroom Teacher/Trainer skill-sets using Marketing to drive Sales/Growth.

As a Marketer, I’ve worked with Start-Ups, a Political Campaign, and a Digital Marketing Conference.

I’m certified in Inbound Marketing with classes in Marketing, Product Management, Product Marketing, SEO, SEM.

Before teaching, I was an Outside Sales and Marketing Rep. selling and marketing dental products to Dentists using consultative selling, trade show marketing, field marketing, and market research.

I publish Sales, Marketing & Social Media Today a blog covering industry events and trends.

I’m seeking a full-time role in:

Inbound Marketing, Digital Marketing, Content Marketing, Product Marketing, Demand Generation, Social Media Marketing, Sales Enablement Enablement, Sales Strategy, Marketing Strategy, Employer Branding, Recruitment Marketing.

Open on title, industry, company, location, and level. Reach out on LinkedIn or at dan@dangalante.com to start a conversation.

Dealing with rejection in Sales, Marketing, Business, Job Search and Life is rough. I have experienced rejection in various aspects of life. It is important to not take rejection personally. When you are rejected in job search and career; remember that it applies to the specific situation, position, promotion, transfer but not you as a person. This also applies in Marketing when your ideas, products and services are not accepted by the market. When facing rejection, it important to learn from the experience, pivot and not quit. The only way you are defeated is if you quit and stop trying.

Here is a poem entitled Don’t Quit that I have turned to for inspiration.

How to Conquer Rejection in Sales

To achieve Sales, success, the seller needs to be willing to persevere, through rejection. I remember my time in outside sales in New York City. I would make a lot of cold calls or try to up-sell or cross-sell products to existing customers. I remember days in the field when the answer I received was some form of no. Sometimes no matter how perfectly we execute the sales process, the answer is going to be no.

Many people would think to themselves I can’t take this rejection I should just quit. Well their right at least in the short-term. After you have made five or six sales calls with no results, take a short break. Take a walk and do some deep breathing. Try to remember that it is your offering that is being turned down and not you! Unless the prospect says “I hate this guy”. This happened to me on one occasion.

You should take a short break after being rejected for the following reasons:

1. At this point in your call plan you are probably frustrated and are not thinking clearly. This will ruin any chances of making sales for the rest of the day.

2. Taking a break allows you to vent and refocus.

3. Reflect on past successes you’ve had. Remember, you have made sales before and you can do it again!

After you have cooled off, try to think over the last calls that you have made. Reflect on what went well and what did not. Take this information and go on to your next calls with a positive attitude as if nothing has happened. Remember, your prospect does not care about how your day is going.

During my time in Outside Sales, I would have to call on certain prospects as many as 10 or 12 times before I could make a sale. In terms of cross-selling and up-selling, you have to build relationships with your customers. It is not going to happen over-night. This is true when you are selling items that require a large investment from your customers or prospects.

Some of my biggest sales successes have come during my last few calls of the day. When you feel spent, take a short break and then keep going. You never know when you are going to get a yes. If you quit; the answer is always no. Remember, always ask for the order. I was cursed at and thrown out of buildings; if I could keep going so can you!

How have you have you persevered when you were rejected in Sales, Marketing, Business, Job Search and life?

Share your story below.

About the Author

Dan is passionate about using Marketing to help businesses drive sales. HubSpot Certified in Inbound Marketing, Dan has worked on various marketing assignments including Start Ups, a Political Campaign and a Digital Marketing Conference.

Prior to teaching, Dan served customers as an Outside Sales and Marketing Rep in NYC. In this role, he taught and trained Dentists on the company’s products and services using a consultative selling approach combined with direct marketing. He also supported the company’s marketing efforts at industry trade shows.

He writes and publishes a business blog on the topics of Sales, Marketing and Social Media entitled Sales, Marketing & Social Media Today; which has grown to 24,000+ followers on LinkedIn and 21,000+ on WordPress.

Dan is seeking a full-time role in Marketing. He is willing to create and build out the Marketing function of your organization if it does not exist. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.

I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.

Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.

The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging, content, and sales enablement.

Product Marketing Community founder Rowan Noronha kicked off the event.

Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.

Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.

Marketers need to develop and deploy a buyer-centric go-to-market strategy.

It is time for marketers to ask better questions about buyers.

Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.

Only certain target customers will buy due to internal and external factors.

To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.

Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.

Product Marketers serve as market experts and translators for teams from across the organization.

What is Product Marketing?

Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragmatic Framework.

Product Marketers are taking on some Product Manager responsibilities.

Product Marketing needs a separate brief.

Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.

The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.

Product Marketing Community New York was a great event.

I covered the Product Marketing Community event in New York. Product Marketing Community was founded by Product Marketers for Product Marketers.

Attendees of Product Marketing Community events take interactive workshops led by product marketing leaders and network with their peers.

The event covered how to: build and execute: go-to-market strategy, buyer insights, messaging and content and sales enablement.

Product Marketing Community founder Rowan Noronha kicked off the event. 

Currently VP of Product Marketing for Zix, Rowan has led product marketing for North America (Office of the CFO) at SAP and Cognizant. He also serves as an Advisor to SAAS startups.

Here are takeaways on go-to-market strategy, developing buyer insights, and sales enablement.

Marketers need to develop and deploy a buyer-centric go-to-market strategy.

It is time for marketers to ask better questions about buyers.

Businesses should identify their ideal audience for their offering. Data from this analysis can be used to target better prospects and improve go-to-market results.

Only certain target customers will buy due to internal and external factors.

To grow revenue, businesses need to develop and use better competitive insights. Developing these insights entails examining everything about the competition to identify: strengths, weaknesses, competitor priorities, growing, and under-served markets.

Product Marketing involves more than just supporting the Marketing and Product Management teams. Product Marketers serve Marketing, Sales and Product teams. Each team has different needs and responsibilities. However, they all play a role in growing the business and serving customers.

Product Marketers serve as market experts and translators for teams from across the organization.

What is Product Marketing?

Product Marketing is the discipline of bringing a product to market and nurturing its success. Businesses need to create and market products people want to buy. To do that, they need to use the Pragamtic Framework.

Product Marketers are taking on some Product Manager responsibilities.

Product Marketing needs a separate brief.

Johnathan Hinz of Seismeic shares his insights on sales enablement and its role in marketing.

The lack of Sales and Marketing alignment is due in part to the inadequate amount of customer value mapping relating to the number of buyers types.

Product Marketing Community New York was a great event.