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How to Build a Strong Internal Brand For Your Recruiting Team

Source | LinkedIn : By Maria Ignatova

Have you heard the story of the cobbler’s children? Well, it’s one that’s very relevant for talent acquisition professionals. In the story, the cobbler is so busy making shoes for everybody else that he has forgotten to take care of his own kids’ feet and they are walking around barefoot.

“I find in talent acquisition, we do this to ourselves all the time,” said Kara Yarnot, founder at talent acquisition consulting firm Meritage Talent Solutions, in a recent talk for LinkedIn Talent Connect. “We are so busy facing externally that we forget about ourselves. We’ve been talking about branding now for a really long time, but we do not focus on what our own brand is inside of our own company, and how we as talent acquisition are perceived. We are those cobbler’s kids with no shoes, walking around in the dirt,” she says.

Instead, it’s key for talent acquisition teams to make time to invest in their brand and share results in order to secure budgets and build enthusiasm among stakeholders in the C-suite.

“For some reason, our [own company] leaders think that we’re scattered, and we’re all over the place, and our brand as a crucial business function is suffering”, explains Kara. “We need to take the skills and techniques that we apply to building our employer brand and use them to create our internal talent acquisition team brand.”

Here’s a simple 3-step process for building a talent acquisition brand, nicknamed “ACT,” that Kara shared at Talent Connect Las Vegas:

1. Align your talent acquisition goals to your business goals

One of the most important things you can do as a talent acquisition leader is to take the time to understand your company’s key business goals and then align your team’s goals to those overarching company objectives.

“[Doing this] makes you look like a partner, makes you look like you are putting the business first, which we know we always are,” explains Yarnot. Ultimately, this will help your team’s work be more impactful and a lot easier to recognize.

For example, say one of your company’s top priorities is growing its business in China. As a talent acquisition leader, you can take this information and start thinking about how to support that growth. One idea may be to select and implement an RPO in China. From there, you will start thinking about what technology you need and what people you need to hire to lead that RPO. All of a sudden, your recruiting team has a solid new project to focus on which also directly helps the business grow.

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