The Story-Driven Business podcast with Susanna Rantanen

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

"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! 😊

LinkedIn is by far the largest professional network, in my opinion a pretty good hiring platform, and a somewhat functional social media. But despite LinkedIn cashing in on employer branding features, I just don't think LinkedIn is that great for modern employer branding. I understand this is a pretty bold statement to make about such a giant, but unfortunately, even the basic (and free) features of LinkedIn are not compatible with modern employer branding requirements. LinkedIn is a great recruitment platform, and certainly the best professional networking areena there is online. But for employer branding, nope. In this episode of Building a Modern Employer Brand -podcast, I give four (4) reasons why so. ⏱ 20:47 min 🔗 Find the theme article on the Modern Employer Brand Blog here: https://bit.ly/2RP6DGE Visit the Modern Employer Brand -blog to learn more about modern employer branding: https://bit.ly/3hqXbnX

🤳 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/

❓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!

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!

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/

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.

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.

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