How To Create a Talent Management

Strategy in 2024
Did you know that companies with a strong talent management strategy increase their revenue 2.2x and their profits 1.5x

faster? The difference between just managing talent and strategically leveraging it can mark the line between a company’s

success and stagnation.

In this article, we’ll walk you through the steps to develop a talent management strategy that aligns with your strategic

priorities, enhances employee engagement, and transforms your workforce’s skills.

Contents

What is a talent management strategy?

Why is a talent management strategy important?

Talent management strategy model

Developing a talent management strategy

Talent management strategy examples

FAQ

What is a talent management strategy?

A talent management strategy aims to boost business performance by utilizing a variety of HR processes to systematically

attract, onboard, develop, engage, and retain high-performing employees. In other words, a talent management strategy is a

plan of action to optimize employee performance, ultimately driving organizational success.

Productive and engaged employees are what makes a business profitable. Good talent management is, therefore, the

ultimate HR practice that helps a company win in the marketplace. This includes:

• Accelerating the time to productivity for new hires

• Early identification of skill gaps and job resource needs

• Active skill development and training

• Engaging and retaining employees for long-term productivity.

One of the main goals of HR professionals is to equip employees with the necessary resources to perform better. This is also

shown in the Job Demands-Resources Model below, which argues that high job demands should be balanced with adequate

job resources (like autonomy, performance feedback, social support, and coaching) to achieve optimal engagement and

performance.
A robust talent management strategy implements processes that ensure this balance, especially in challenging work

environments.

Why is a talent management strategy important?

A talent management strategy helps maximize employee potential and aligns their goals and skills with the organization’s

objectives. This benefits the organization in multiple ways:

• Improving employee retention: By focusing on the career and personal development of employees, a talent

management strategy helps in retaining top talent and reducing the costs and disruptions of high turnover.

• Engaging employees: By actively engaging employees through recognition, development opportunities, and a

supportive culture, businesses can achieve higher levels of productivity and motivation, which are instrumental in

driving overall business success.

• Increasing organizational adaptability and efficiency: A well-crafted talent management strategy equips

businesses with a skilled and agile workforce. That way, they can quickly respond to market changes and emerging

opportunities and adapt to workforce trends.

• Boosting company performance and competitiveness: Effective talent management translates into improved

company performance, making it a key factor in gaining a competitive edge.

• Developing future leaders: By identifying and nurturing potential leaders, organizations ensure a sustainable

leadership pipeline to steer the company forward.

 • Ensuring business continuity: Through strategic talent management, organizations can better anticipate and plan

for potential disruptions and risks, ensuring a robust approach to maintaining operations and adapting quickly to

dynamic and changing market conditions.

• Cultivating a positive company culture: A strong talent management strategy fosters a supportive workplace

environment that helps attract top talent and encourages existing employees to stay and thrive.

Talent management strategy model

A talent management strategy model is a structured and comprehensive framework that serves as a base for shaping your

strategy.

The AARRR talent management model, adapted from the Pirate Metrics framework, is a comprehensive approach to

optimizing talent management by visualizing key stages in the employee journey.

• Acquisition: This initial stage involves attracting top talent through strategies like developing a robust employer

brand, utilizing social media, and other recruitment channels.

• Activation: After hiring, the focus shifts to onboarding new employees and providing them with the necessary

resources, tools, and training to perform effectively.

• Revenue: This phase centers on maximizing employee contribution by ensuring ongoing skill development,

engagement, motivation, and effective performance management.

• Referral: Utilizing current employees as brand advocates to refer potential candidates aligns with the organization’s

culture and values, often facilitated by employee referral programs.

• Retention: The final stage emphasizes retaining top talent by offering meaningful work, growth opportunities, a

positive work environment, competitive compensation, and continuous feedback.

Developing a talent management strategy
When developing your talent management strategy, your starting point is always the strategy of the business itself.

1. Identify strategic priorities of the business

Start by reviewing your organization’s goals, set by the board of directors or through a business balanced scorecard.

Understand your strategic priorities, as these will guide the focus areas for HR and your talent management efforts.

Determine whether the focus is on expanding customer bases, bringing new products to the market, deepening

relationships, project-based work, or operational partnerships. For example, should you prioritize sales or product

development? Are you focusing more on expanding your customer base or on deepening your customer relationships? Are

you expanding to new markets?

Your talent management strategy should align with and support these objectives. For instance, if you’re planning to expand

the customer base, you might prioritize recruiting and developing strong sales and marketing teams. If the emphasis is on

product development, then attracting and nurturing technical and creative talent becomes essential.
 “One of the most important characteristics of a good talent management strategy is that it accurately

reflects the business priorities, but also the business realities. It is tempting to define a talent

management strategy that is very aspirational, but the realities within the business (such as geography,

budget and industry) are likely to impact how feasible execution will be.”
Dr Marna van der Merwe, HR Subject Matter Expert

2. Review your employee life cycle

Study each stage of the employee life cycle to identify improvement areas. You can use the above-mentioned talent

management strategy model as a springboard.

Your analysis should include evaluating recruitment processes, understanding turnover patterns, and assessing career path

clarity and learning & development opportunities for employees.

3. Connect talent management practices to strategic priorities
Once you’re familiar with your strategic priorities and different stages of the employee life cycle, you can translate the

priorities into specific HR practices. In essence, each strategic priority of the business should be mirrored in HR’s approach to

managing talent.

For instance, if your company is shifting towards sustainability, this affects employer branding and employee value

propositions. Analyze how HR can contribute to these evolving priorities, whether through transforming employee

capabilities, changing learning and development needs, or modifying reward and promotion criteria.

Demonstrating the impact of talent management on business objectives will also help you secure leadership buy-in. Without

this, the talent management framework risks becoming a side project rather than an integral part of the business strategy.

According to Dr Marna van Der Merwe, HR Subject Matter Expert, talent management is not a once-off activity, nor is it the

singular responsibility of HR. “Leadership buy-in and support is critical to support and execute on the talent management

strategy. It also requires cross-functional collaboration within and outside of HR to deliver a holistic and integrated talent

experience.”

4. Refine key HR processes & workflows

Establish or refine the processes needed to implement your strategy. Remember, executing a strategy can take 3-5 years, so

having supportive systems and infrastructure in place is critical.

Consider redesigning your HR workflows. These might include updating your talent acquisition processes or creating

employee development pathways that foster the growth of skills critical to your strategy.

Also, you can focus on streamlining performance management workflows to more accurately reflect and support strategic

goals and reevaluate onboarding procedures to ensure they effectively integrate new hires into the company’s culture and

strategic vision. You might also want to invest in your HR tech stack to facilitate these processes.

5. Determine roles and responsibilities to carry out the strategy

Establish a strategic HR or talent management task force to take charge of creating and executing your talent management

strategy. Clearly define who is responsible for what, efficiently covering all key areas of the plan.

HR pro tip

Use a RACI matrix to clarify roles and responsibilities. It will help you make sure that every aspect of the talent management
strategy is managed by the right people, with appropriate oversight and collaboration, leading to more streamlined and
effective implementation.
6. Integrate training and development
Focus on training to equip your workforce with the necessary skills, especially in a digital age where transformations are

frequent. Upskilling and continual education are important parts of a successful strategy.

It’s crucial to recognize and cater to the diverse learning needs of your workforce. Employees come with different

backgrounds, learning styles, and career stages, which means a one-size-fits-all approach to training is unlikely to be

effective. Consider:

• Incorporating a variety of learning formats, from e-learning to in-person workshops and job shadowing

• Developing personalized learning paths that align with individual career goals

• Microlearning techniques

Addressing the varied learning needs of your workforce helps make your talent management strategy more inclusive,

engaging, and effective.

7. Consider inclusiveness in your strategy

Beyond personalizing the training and development, you also need to ensure that your talent management strategy

encompasses the different employee groups within your workforce. This includes not only your office-based staff but also

those who often might be overlooked, such as frontline employees, remote workers, and members of various departments.

Bear in mind that your talent management practices must support a wide range of needs and perspectives to truly enable

the organization to perform.

8. Measure strategy effectiveness with metrics

Define what success looks like for your talent management strategy. Some of the metrics you can track include:

• Turnover rate: An HR metric that shows the percentage of employees who leave the company over a certain

period, reflecting the long-term effectiveness of retention strategies.

• Employee productivity metrics: Often measured post-intervention or change, these metrics can include

performance ratings or output metrics, demonstrating the tangible impact of talent management initiatives on

overall productivity.

• Employee engagement scores: Predictive of future productivity and retention, you can gather these scores

through regular surveys and feedback mechanisms.

Dr Marna van der Merwe highlights the importance of tracking your talent management efforts: “In the current fast-changing

and complex business environment, data-driven decision-making is core to successful talent management execution. From

analyzing external workforce data to internal performance metrics and other talent data, using data and analytics is critical in

making well-informed, unbiased, and timely decisions.”

9. Incorporate technology and AI

Utilize technology and AI to enhance your talent management strategy. This can include advanced talent management

systems and AI-driven tools for learning and development, helping to streamline processes, make data-driven decisions, and

personalize the employee experience for your workers.

10. Continuously review the strategy

When putting your talent management plan into action, be prepared for resistance and have support structures in place for

those adapting to the change. For example, if you introduce a new digital training platform, some staff may feel

apprehensive about using new technology. To mitigate this, provide comprehensive support structures, such as training

sessions, helpdesks, or peer mentoring, to assist those who are adjusting to the change.
Continuously review and adjust your strategy in response to organizational and market changes. Collecting employee

feedback, monitoring relevant metrics, and following market trends should inform your strategy review. This process of

continuous assessment and adjustment ensures that your talent management plan remains relevant, effective, and aligned

with both your organizational goals and the changing external environment.

Talent management strategy examples

Let’s take a look at some real-life examples of talent management strategies that work.

Hyatt Hotels Corporation

Hyatt Hotels Corporation, a leader in the hospitality and leisure industry, implemented a transformative talent management

strategy aligned with their core purpose, “we care for people so they can be their best.”

This strategy involved developing a Talent Philosophy and Playbook to provide leaders with consistent, flexible tools for

talent management. Hyatt emphasized the importance of understanding employee needs through global research and

streamlined HR processes for improved operational effectiveness.

The results were significant: an enhanced talent experience leading to improved performance and satisfaction, targeted

leadership development, the establishment of a diverse leadership pipeline, and an improved candidate experience. This

comprehensive approach has fostered a high-performing culture, adaptable to changing business climates and driving

Hyatt’s growth.

Zapier
Zapier, known for its remote work culture, uses a forward-thinking talent management strategy focused on leveraging

artificial intelligence (AI) for employee development and marketability.

The company emphasizes transparency and context in its recruitment process, acknowledging that their work environment

may not suit everyone. Their onboarding is meticulously designed for remote culture adaptation, starting with two intensive

weeks focused on working norms, followed by a six-month period of just-in-time learning, automated using their own tools

for timeliness and effectiveness.

Zapier measures engagement through innovative methods, conducting biannual surveys covering around 30 topics. They’re

not hesitant to change survey questions to stay relevant to the business and culture. They gather data on manager
effectiveness to customize development opportunities and address issues, complementing surveys with direct conversations

to ensure accountability and deeper understanding.

Safaricom
Safaricom, an East African telecommunications leader, revolutionized its talent management approach. They transformed

their graduate program to better cater to diverse future leaders using SHL’s Smart Interview On Demand. This gave

candidates the chance to apply remotely and complete interviews, which is also connected with Safaricom’s commitment to

inclusivity and accessibility.

The result was a 250% increase in graduate intake and a 60% reduction in hiring costs, successfully meeting their Diversity,

Equity, and Inclusion (DEI) targets. This innovative talent management strategy not only streamlined their processes but also

made them more adaptable and efficient, reflecting Safaricom’s dedication to nurturing diverse and skilled talent.

In conclusion
A talent management strategy is about putting talent management into practice in a strategic way to boost business success.

As we’ve seen through examples from Hyatt Hotels Corporation, Zapier, and Safaricom, effective talent management can

lead to improved employee retention, increased organizational efficiency, and greater company performance.

These companies show us how a focus on employee-centric approaches, inclusivity, and the integration of technology and AI

can significantly contribute to creating a positive company culture and proactive responses to the changing market.

FAQ
What is a talent management strategy?
Talent management is the full scope of HR processes to attract, onboard, develop, engage, and retain high-

performing employees. This means that talent management is aimed at improving business performance.

How to create a talent management strategy?

Creating a talent management strategy involves analyzing strategic priorities and connecting your talent

management and HR practices to them, refining your HR processes, focusing on training, development, and
inclusivity, and measuring the effectiveness of the strategy. This comprehensive approach ensures the strategy

contributes to business goals and effectively supports employee growth, ultimately achieving organizational

success.

What actions are linked to good talent management?

Good talent management is linked to actions such as developing and implementing comprehensive strategies for

recruitment, training, and retention, as well as continually assessing and improving these strategies based on

organizational needs and market trends. It also involves building a positive work environment, prioritizing

employee engagement and development, and aligning talent management practices with the overall business

objectives to drive organizational success.

By – Erik van Vulpen