At Qualtrics, “talent brand” is an expression of multiple experiences across an employee’s life cycle, starting as an individual who is completely unaware of the company and ending with the alumni experience. Nicole often thinks about Qualtrics’ talent brand as a narration about what’s happening internally at the company.
Qualtrics looks at its talent brand as a combination of three factors in conjunction with the outward-facing company brand, which is how Qualtrics publicly demonstrates its culture. The first factor is the employee experience, which includes things like team dynamics, culture, and performance as well as location and “soft” benefits such as a flexible work schedule. The second element that informs Qualtrics’ brand as an employer is what Nicole referred to as the “product experience,” with the product being the job that Qualtrics offers its employees. In this context, the product experience includes cut-and-dry features of the job, such as the salary, role, and core benefits, as well as growth potential. The final factor Qualtrics considers when cultivating its talent brand is the candidate experience, which is characterized primarily by the interview experience.
When Qualtrics began shifting its focus toward brand-led recruiting, Nicole and her team encountered a major obstacle: Recruiters aren’t trained in marketing. This realization led Qualtrics to develop an Attraction Skills Training Program — a seven-week-long course consisting of weekly 20-minute classes. Each class focuses on a single topic to ensure that every recruiter is delivering a unified message, and the courses are action-based.
The main goal of the Attraction Skills Training Program at Qualtrics is to help recruiters fill in gaps they may come across while trying to build a brand-led talent organization. Content gaps and skill gaps are the most common issues that recruiters run into at Qualtrics. A content gap refers to a scenario in which a recruiter is missing a crucial piece of content that would help address employee and candidate interests, and an example of a skill gap would be a recruiter not feeling equipped with the marketing tactics they need to reach a wider audience and drive engagement. Qualtrics’ program emphasizes the strategic deployment of employer branding content to mitigate these types of gaps in recruiting.
Qualtrics strives to make content gathering and creation as straightforward as possible. The main source of content for Qualtrics’ talent organization is the “Why Qualtrics?” company blog in which over 400 employees have shared their authentic stories about working at Qualtrics. As a result, talent leaders like Nicole have a vast library of content to choose from when fostering an employer brand.
At Qualtrics, the three quintessential themes that the talent organization tries to highlight in each employee’s story are culture, impact, and growth. According to Nicole, recruiters must be good listeners above all else in order to draw out the most honest information from employees surrounding these three pillars. Since Qualtrics focuses on the entire employee experience timeline, much of the content starts with the candidate experience to ensure that individuals interested in working at the company are equipped with all of the context they need to have an informed opinion about the company, culture, mission, and team.