{"id":9913,"date":"2024-01-02T11:43:34","date_gmt":"2024-01-02T17:43:34","guid":{"rendered":"https:\/\/board.org\/?p=9913"},"modified":"2026-01-30T00:09:08","modified_gmt":"2026-01-30T06:09:08","slug":"optimizing-your-talent-marketing-budget-to-address-shifting-priorities","status":"publish","type":"post","link":"https:\/\/board.org\/talent\/resources\/optimizing-your-talent-marketing-budget-to-address-shifting-priorities\/","title":{"rendered":"Optimizing Your Talent Marketing Budget to Address Shifting Priorities"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text text_direction=&#8221;default&#8221;]<strong>Key takeaways<\/strong>:<\/p>\n<ul>\n<li><strong>Flexibility is key<\/strong>: In times of economic instability, adapting your budget for programmatic campaigns, SEO, and social channels is crucial. Partnering with liaisons between finance, HR, and business units helps navigate budget constraints effectively.<\/li>\n<li><strong>Balancing short-term and long-term investments<\/strong>: Identifying necessary shifts in brand strategy is essential. Acknowledging diverse talent demands and market fluctuations ensures adaptability. Balancing short-term tactical spending with long-term strategic investments is also vital.<\/li>\n<li><strong>Educating leadership and aligning initiatives<\/strong>: Clear communication through business justifications and compelling narratives is key for future investments. Aligning initiatives with broader organizational goals and demonstrating their benefits to specific business areas helps secure buy-in.<\/li>\n<\/ul>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p>In a recent\u00a0<a title=\"\" href=\"https:\/\/go.board.org\/planning-for-2024-talent-marketing?_gl=1*11i26h3*_ga*MzY2OTM4NjU3LjE2NTI3MjAyMDI.*_ga_LKGTYTDQ9M*MTcwMzI2Mjc1OS43NTYuMS4xNzAzMjYyNzYxLjU4LjAuMA..\" target=\"_blank\" rel=\"noopener\">Talent Marketing Board panel discussion<\/a>\u00a0on planning for 2024, heads of employer brand and recruitment marketing at the world\u2019s largest companies shared insights on optimizing budgets in evolving economic landscapes.<\/p>\n<p>We\u2019ll explore how our members are navigating challenging market trends, budget restraints, and educating business leaders on the importance of continuously investing in their initiatives.<\/p>\n<h2 class=\"wp-block-heading\">Navigating Talent Marketing Budget Priorities in Economic Uncertainty<\/h2>\n<p><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/brittbloch\/\" target=\"_blank\" rel=\"noopener\">Britt Bloch<\/a>, Vice President of Talent Acquisition Strategy and Head of Recruiting at Navy Federal Credit Union, stressed the need for adaptability in economic instability.<\/p>\n<p>\u201cWe have to protect that budget,\u201d Britt said. \u201cAnd it is not a light budget, it\u2019s pretty hefty. But for programmatic campaigns, search engine optimization, and social channels, we have to flex in this market.\u201d<\/p>\n<p>Additionally, she highlighted the value of partnering with someone who serves as a liaison between finance, HR, and business units, considering factors like the business\u2019s budget status and headcount for strategic pivots.<\/p>\n<blockquote><p><em>For programmatic campaigns, search engine optimization, and social channels, we have to flex in this market.<\/em><\/p>\n<p><strong><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/brittbloch\/\" target=\"_blank\" rel=\"noopener\">Britt Bloch<\/a>, Vice President of Talent Acquisition Strategy and Head of Recruiting at Navy Federal Credit Union<\/strong><\/p><\/blockquote>\n<p><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/mollierosebush\/\" target=\"_blank\" rel=\"noopener\">Mollie Bush<\/a>, Lead Employer Brand Consultant at Target, noted that at large enterprises, employer branding teams must rely on partnerships with business lines and agencies to navigate budget constraints.<\/p>\n<p>\u201cI think we just have to get scrappy and creative with understanding where we have gaps in our team,\u201d Mollie said.<\/p>\n<p>Mollie said her team\u2019s strategy involves utilizing team members for various \u201cgig\u201d opportunities, from copywriting to strategic thinking.<\/p>\n<p>\u201cIn the spirit of internal talent mobility, we\u2019re trying to find people across the company who have some bandwidth and are seeking a new experience,\u201d she added.<\/p>\n<blockquote><p><em>I think we just have to get scrappy and creative with understanding where we have gaps in our team.<\/em><\/p>\n<p><strong><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/mollierosebush\/\" target=\"_blank\" rel=\"noopener\">Mollie Bush<\/a>, Lead Employer Brand Consultant at Target<\/strong><\/p><\/blockquote>\n<h2 class=\"wp-block-heading\">Balancing Short-term Tactical Spending with Long-term Strategic Investments<\/h2>\n<p>Members also highlighted the challenge of balancing short-term tactical spending and longer-term strategic investments.<\/p>\n<p>Britt acknowledged the role of her brand strategists in identifying necessary pivots. Their ability to assess and suggest adjustments ensures adaptability in the face of evolving talent demands and market fluctuations.<\/p>\n<p>\u201cEverybody refers to the labor market as singular, but it\u2019s not singular anymore. It\u2019s plural,\u201d Britt said. \u201cYou\u2019ve got layoffs, but you still have the complex, niche, high demand, low supply skill sets that are premium talent, and location sometimes can be a restriction.\u201d<\/p>\n<p><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/nmferrans\/\" target=\"_blank\" rel=\"noopener\">Niki Ferrans<\/a>, Director of Employer Marketing at Assurant, mentioned how their budget planning process involves certain non-negotiables while aiming for a contingency, or \u201cplay\u201d budget, allowing for unforeseen campaigns or unexpected opportunities.<\/p>\n<p>She also emphasized the necessity of being flexible, aligning budget allocation with the most critical and impactful line items. She noted that despite careful planning, some occurrences demand immediate attention regardless of budget considerations.<\/p>\n<h2 class=\"wp-block-heading\">Educating Leadership for Continued Investment<\/h2>\n<p>Educating leadership about the evolving value of talent marketing emerged as a crucial focus point.<\/p>\n<p>Britt emphasized the importance of clear communication and education when presenting initiatives to leaders who may not fully comprehend the talent acquisition landscape. She outlined a structured approach, which included \u201cone pagers\u201d for each initiative.<\/p>\n<p>\u201cIt\u2019s basically a business justification for each initiative, because often those of us in talent acquisition are working with leaders that really don\u2019t understand our space,\u201d Britt added.<\/p>\n<p>According to Britt, the key lies in delivering a compelling narrative that articulates the value of initiatives in terms relatable to leaders, making it clear how it aligns with the employer brand and contributes to organizational success.<\/p>\n<h2 class=\"wp-block-heading\">Aligning Your Talent Marketing Initiatives with Larger Organizational Goals<\/h2>\n<p>Mollie emphasized the importance of aligning employer value proposition (EVP) activation with broader business needs. She highlighted Target\u2019s journey of developing their post-COVID employer brand, acknowledging the necessity of showcasing how this benefits specific business areas.<\/p>\n<p>\u201cFrankly, our leaders and all of our partners want to see what\u2019s in it for them,\u201d Mollie said. \u201cOur trick has been taking our EVP and understanding how we can service broader needs within the enterprise through employer branding.\u201d<\/p>\n<p>Niki elaborated on her team\u2019s approach to maintaining open communication and alignment among various stakeholders.<\/p>\n<blockquote><p><em>Our trick has been taking our EVP and understanding how we can service broader needs within the enterprise through employer branding.<\/em><\/p>\n<p><strong><a title=\"\" href=\"https:\/\/www.linkedin.com\/in\/nmferrans\/\" target=\"_blank\" rel=\"noopener\">Niki Ferrans<\/a>, Director of Employer Marketing at Assurant<\/strong><\/p><\/blockquote>\n<p>They conduct monthly meetings with partners from talent acquisition, employer branding, DEI, and internal talent, ensuring everyone is informed about their wins, priorities, and KPIs.<\/p>\n<p>\u201cWe\u2019ll actually do bigger presentations for the leadership team,\u201d Niki said. \u201cWe\u2019re always trying to tie those into our overall company goals and what we\u2019re doing to move the needle on those.\u201d<\/p>\n<h2 class=\"wp-block-heading\">Strategize Your Talent Marketing Budget with Your Peers<\/h2>\n<p>Adjusting your talent marketing budget is not an easy task. Niki, Britt, and Mollie all noted that it\u2019s crucial to ensure your leadership teams are aligned and how it\u2019s critical to be flexible in economic uncertainty.<\/p>\n<p>And if you\u2019re looking for more strategies on how to optimize your budget, you don\u2019t have to do it alone. Talent Marketing Board Members have a confidential, vendor-free space to benchmark their top priorities weekly in our community.<\/p>\n<p>Learn how a membership can help you navigate the challenges with shifting market trends and budget allocation.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_background&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; bg_image=&#8221;10232&#8243; bg_position=&#8221;left top&#8221; background_image_loading=&#8221;default&#8221; bg_repeat=&#8221;no-repeat&#8221; scene_position=&#8221;center&#8221; top_padding=&#8221;75px&#8221; bottom_padding=&#8221;50px&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;center&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221; gradient_type=&#8221;default&#8221; shape_type=&#8221;&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_custom_heading text=&#8221;Interested in learning more?&#8221; font_container=&#8221;tag:h2|font_size:35px|text_align:center|color:%23000000|line_height:1.5&#8243; use_theme_fonts=&#8221;yes&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;15px&#8221;][vc_custom_heading text=&#8221;As a leader, your mission is important. We\u2019re here to help you win.&#8221; font_container=&#8221;tag:h3|font_size:30px|text_align:center|color:%23000000|line_height:1.5&#8243; use_theme_fonts=&#8221;yes&#8221;][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;15px&#8221;][nectar_btn size=&#8221;medium&#8221; button_style=&#8221;regular&#8221; button_color_2=&#8221;Accent-Color&#8221; color_override=&#8221;#000000&#8243; solid_text_color_override=&#8221;#ffffff&#8221; icon_family=&#8221;fontawesome&#8221; text=&#8221;Apply to Join&#8221; icon_fontawesome=&#8221;fa fa-chevron-right&#8221; url=&#8221;\/join\/&#8221;][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>Discover how senior leaders are optimizing their talent marketing budget and educating executives on the importance of continued investment for success.<\/p>\n","protected":false},"author":7,"featured_media":9915,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[105],"tags":[],"class_list":{"0":"post-9913","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-talent","8":"content-type-blog"},"acf":{"boardmc_hide_post_header":null,"boardmc_hide_site_header":null},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts\/9913","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/comments?post=9913"}],"version-history":[{"count":0,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/posts\/9913\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/media\/9915"}],"wp:attachment":[{"href":"https:\/\/board.org\/wp-json\/wp\/v2\/media?parent=9913"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/categories?post=9913"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/board.org\/wp-json\/wp\/v2\/tags?post=9913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}