Hello, My name is Heather Wilson. I'm the owner and principal strategist at The Brand Strategy Tank (www.bstank.com). My work sits at the intersection of talent acquisition and marketing, enabling high-growth companies to expand into new talent markets through data-driven, interdisciplinary approaches. One is example is my leadership role supporting Walmart Health's initial national expansion. Launching 50+ clinics across the U.S., I built scalable talent strategies that integrated recruiting, employer brand and compliance/legal (a whole lot of legal conversations). Efforts resulted in a 192% reduction in candidate acquisition costs and ROI on brand campaigns as high as 700% (with a 106% floor). Given the scale and complexity, legal, compliance and localized employer brand strategy were keys to being successful. Currently, I'm under NDA while leading a similar initiative for a global auto manufacturer expanding operations across the U.S., again focusing on speed-to-market while maintaining cultural alignment and regulatory adherence. The roles are difficult because of the locations, challenges around brand perception in the locale and the current administration's proposed policies that affect auto manufacturing. I can share insights on: -Evaluating new markets with both cost-efficiency and long-term strategic potential in mind -Integrating employer branding with recruiting infrastructure -Leveraging external partners while preserving internal alignment and candidate experience Please feel free to reach out to schedule a time. I'd love to contribute. Best regards, Heather Wilson Founder & Principal Strategist The Brand Strategy Tank heatherwilscmp@gmail.com | www.bstank.com
As we move into a new talent market, we start by assessing the quality and volume of talent in a particular tech stack, balancing that against pay levels and scalability over the long term. In one case, Talmatic expanded our sourcing operation into Eastern Europe due to its abundance of experienced developers, aggressive pricing, and mature engineering culture. Along with recruitment, we focused on localized employer brand development through local community initiatives and alliances with local tech hubs. To scale quickly and comply, we partnered with local HR consultants and RPO partners who were aware of regional sensibility. With this blended approach, our team stayed adaptable and achieved cultural adaptation as well as legal compliance.
With my experience scaling Dirty Dough Cookies from startup to 100+ locations, I've learned that new market success heavily depends on building strong local community connections first. When we expanded into Phoenix, we partnered with local business groups and hired a respected community leader as our regional talent director, which helped us understand the market's unique dynamics and talent expectations. I'd love to share how we created our 'culture ambassador' program that helped maintain our company values while adapting to local nuances during rapid expansion.
I learned the importance of thorough market assessment when scaling ShipTheDeal into Southeast Asian markets, where we initially overlooked cultural nuances in our hiring process. We ended up partnering with local recruitment firms who helped us understand the regional work culture and compliance requirements, which made a huge difference in finding the right talent while keeping our company values intact.
Identifying and tapping into new talent markets can be quite the thrill, but it sure comes with its share of challenges! From my experience, when scouting a new market, you really need to dive deep into the local talent pool. It’s not just about the available skills but understanding the local industry trends, educational institutions, and even economic incentives that might influence the talent landscape. Beyond the basic hiring process, consider how you’ll position your company as a desirable local employer. This involves a whole lot more than just setting up shop and starting interviews. You’ve got to navigate the legal bits, like employment laws and compliance issues, which can vary wildly between regions. And don’t forget about aligning the new location with your company’s culture — it’s critical for long-term success. Using local experts or RPOs can really make a difference here; they've got the insider's perspective you need to scale effectively while keeping that crucial speed-to-market. So, if you’re diving into these waters, feel free to drop me an email. We can chat more about stitching these pieces together smoothly.