The Story-Driven Business podcast with Susanna Rantanen

In this episode of the Building a Modern Employer Brand -podcast, I'll introduce how to use my Candidate Journey of the Information Era© tool as a basis for transitioning from the short span recruitment focus to the long term employer branding focus. In this episode: 💡 Simple reasons we actually are so recruitment/sales-minded in HR. 💡 What is the Candidate Journey of the Information Era©? 💡 Un...

What is employer brand management? Is it a task or is it an actual role in an employer branding team? BOTH! In this episode of the Building a Modern Employer Brand -podcast, we'll talk about the employer brand team leader's role. This is the role that comes with the title of an Employer or Talent Brand Manager. If you aspire to a job as an Employer Brand Manager or you already have that job, check...

Do you feel like something is up with social media constantly these days? I do too. In this episode of the Building a Modern Employer Brand podcast I share my observations on social media changes in connection with employer branding. What is different to the "official changes" that took place a few years ago, these are more like consequences to the movements of the tectonic plates. 🔎 Changes in t...

In this episode of the Building a Modern Employer Brand -podcast, I decode the unconscious and conscious journey taking place in a talent's mind when they become ready and open for new opportunities on the job market. Understanding this often times a lengthy journey offers multiple touchpoints for you as an employer to invite your ideal talents into a Candidate Journey of the Information Era© with...

Every company has what I call the employer brand product. It is not the job you hire for. It is the experience a talent gets into when they start a career in your company. This product is the product you need to build your employer brand for. This is what sets your business apart from all other businesses. When you hire for whatever role, the experience of taking that role, working in that role an...

Starting a recruitment process is not hard. Getting applications meeting our expectations is hard. There are three specific reasons leading to the failure of getting the talents you want to participate in your recruitment process. ❌ Not knowing how to profile the hiring need correctly. ❌ Recruitment messaging is not making sense to the applicant. ❌ Promoting the wrong offer. In this episode of...

Do you know what a work-to-life riddle is? Well, I'm going to tell you in this episode of the Building a Modern Employer Brand -podcast. Work-to-life riddles are the specific reasons why talents activate on the job market and start looking for suitable ways to solve their key work-to-life riddle. Often times as employers and recruiters we forget talents are not changing jobs because we have a need...

Modern talent marketing is so much more than creating recruitment videos, writing compelling job posts and participating in career fairs. In this episode of the Building a Modern Employer Brand podcast, I introduce the six primary talent marketer roles making up a Modern Employer Brand Team! If you go to the blog post linked below, you can also find a link to a light-hearted quiz to test which Tal...

Are you working in talent acquisition and struggling with the lack of employer brand or even awareness? What this looks like is you struggling to get the top candidates your hiring manager very unrealistically expect. You know that if your company had a better reputation or were better known in the talent market, you would not have to struggle so much. 🤨 But the problem is, your boss is unwilling...

"Advertising is about you saying you are good. PR is getting someone else to say you are good."  - Jean-Louis Gassee (former Apple Computers executive) Most talent marketers have no idea how much impact talent PR could have for their employer brand. Instead of the company promoting how good we are, talent PR is about getting your talent audiences to share their positive experiences about your comp...

A couple of episodes ago I spoke about employer branding trends for 2021. I added three more trends to the theme blog for that episode and one of the trends on the blog was micro-moments. In this weeks episode of Building a Modern Employer Brand -podcast I'm talking about micro-moments as a new employer branding trend. If you want to check out that blog post for episode 57: https://bit.ly/35QWZe0...

In this week's episode of Building a Modern Employer Brand -podcast, I want to talk to you about content curation. When we set out to do consistent talent marketing on social media, we need content to post about and share about. Often times we struggle keeping up with a posting rhythm and most often that happens because we feel like we have nothing to post about. Creating your own content, even if...

Isn't it super annoying when it looks like our talent marketing attempts either visibly failed or just boiled down and disappeared into the thin air? You worked hard, figured you had some pretty decent ideas and went about sharing those to the whole world. Or at least your immediate talent audience world. And nothing happens. No pulse whatsoever. We've all been there. It's only a matter of climbin...

Keeping tabs on what is going on in our operating environment is key in our efforts to influence and impact our target audiences. We are living in an era of extremely rapid change regardless of where we focus our eyes, ears, or our attention. All this turbulence, but also the speed of development is impacting our behavior. What was a common practice or at the center of attention last year may be n...

In this week's episode of Building a Modern Employer Brand -podcast, we will talk about Google Analytics. Understanding your talent marketing data gives you so much clarity into how what you are doing actually works. Learning to listen to what your data tells you is the only way you ever know what really works and what doesn't. And that is the first bust stop to the land of professional talent mar...

Social media is probably the most important and efficient media for talent marketers to build audiences, employer brand and engage with their ideal talents. That's why keeping tabs on social media trends is an incremental part of professional talent marketing. In this episode, I dug into Social Media Examiner's Industry Report to find out for us how marketers are using social media. The podcast-ar...

One of the most popular topics of this podcast is storytelling in reference to talent marketing. Every time I talk about the art of storytelling, you listen and you love. As the LAST episode of 2020, let's call it off with a storytelling episode. In this week's episode of Building a Modern Employer Brand -podcast I explain why your ideal talent must be the hero on your employer brand -story, not y...

In this week's episode of Building a Modern Employer Brand -podcast I continue with the topic I started last week: how to be more persuasive in talent acquisition. Hiring is selling. And to succeed in sales, we need to persuade and motive customers to choose our products and services. A modern customer is pretty firm about not being fooled own cornered into buying something we don't need or want....

In this week's episode of Building a Modern Employer Brand -podcast I'm going to introduce you to something called persuasion. A truly professional talent marketer knows what persuasion is and how to persuade others. Key questions answered in this episode: ▫️ What is persuasion? ▫️ Why talent marketers can greatly benefit from being more persuasive? ▫️ Why persuasion matters? ⏱ 27:24 min Don't for...

Did this happen to you? 💪🏻 You finally got the opportunity to do a proper marketing campaign to support the recruitment process. 🤩 You thought everything went well in the campaign! 😰 The hiring manager disagreed. They said they did not get any more applications than usual, yet paid a lot more for the campaign. 😩 Now you feel like you failed, but don't really know how to stand up your ground....

This episode is dedicated to you who want to understand behind this "phenomenon" of talent marketing, and maybe be able to argue at work why talent marketing is in fact, so crucial to a growth company. In this episode, I talk about the growing importance of talent marketing as a profession and skill for growth companies. I go into explaining some of the trends behind as well as talk about why the...

In this episode of Building a Modern Employer Brand -podcast, I talk about what HR and Talent Acquisition can blog about and why I strongly recommend blogging as a regular activity to support your recruitment and employer branding. IN THIS EPISODE: 💡 What HR/talent acquisition can blog about? 💡Why blogging for talent marketing needs a clear objective too? 💡What is the difference between "HR" bl...

Are you making recruitment or employer branding videos for your business? Or maybe you are producing videos for your client for recruitment and employer branding purposes. In either case, did you know that the most typical videos produced for recruitment and employer branding fail? These videos fail, because even though they may look awesome and have cool technical features and B-rolls and whatnot...

What is your favorite story? Why did you choose it? What makes it so memorable for you? In this episode of Building a Modern Employer Brand -podcast I talk about what are the elements that make up a story. Even if I wrote 200 pages does not automatically constitute a good story or even a story, to begin with! For a bunch of words to form a story, certain key elements must be found. If we are talki...

What is BUSINESS storytelling? As talent marketers, we send hundreds if not thousands of messages to our internal and external talent audiences on a monthly basis. ❓ How many of those messages are seen, opened, consumed, and acted upon? 😱 The problem is not many. Most of your messages are not paid attention to. You wrote it, you sent it and no one ever read it. It doesn't have to be that way tho...