How To Reach and Engage the Passive Talent Audience

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The presentation delivered by Andy Headworth from Sirona Consulting at the Quarsh Breakfast Seminar. In the short presentation he looked at recruitment content marketing and why recruiters should be using it to aid their recruitment. It includes his Walter White (from Breaking Bad) rule for content marketing!

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How To Reach and Engage the Passive Talent Audience

  1. 1. How To Reach And Engage The Passive ! Audience Using Social Media Presented By ! Andy Headworth, ! Sirona Consulting! 10th July, 2014
  2. 2. @andyheadworth
  3. 3. Your Problem Strong Candidate Driven Market http://weheartit.com/entry/group/26670729
  4. 4. Identify Source Engage Plan A Plan B Plan C Time for a change? * * * * In any order: Adverts, Job boards, CV Databases, LinkedIn, Website, alerts, InMails etc.
  5. 5. Where is your audience? What are they doing? Reading & watching content http://blog.micros.com/wp-content/uploads/2010/08/people-using-their-smartphones.jpg
  6. 6. Time for recruitment content marketing But NOT like this!
  7. 7. Why content marketing for recruiting? For the day you want to pick up the phone to that awesome candidate, they will….! ! • know who you are! • know you are an expert in their sector! • know you already by reputation! • know that your call will be worthwhile
  8. 8. Employees, Candidates, Peers First, find out where your audience actually is
  9. 9. 1. Right channel! 2. Relevant! 3. Interesting! 4. Appealing! 5. Timely Give them standout content
  10. 10. Great examples
  11. 11. Source: Matthew Ferree via sourcecon.com RE: [Job Title] in San Francisco! ! Hi [Name],! ! My name is [Your Name] and I work for [Company]. We are currently searching for a [Title] to round out our team and your skills and background in [relevant experience] look like a great fit. 
 Are you currently exploring new opportunities? 
 If so, I would love to touch base regarding this exciting position. Can I call you tomorrow at 12PM?! ! Regards! ! Recruiter Boring……… Yes it ‘ticks the boxes’, but is a top developer in a ‘hot sector’ going to reply? Honestly?
  12. 12. This hits the spot! continued cout<<”Hello from Company Name”;! ! Hi [Name]! ! Please feel free to compile this message.! ! ! ! #include<iostream>! ! #include<string>! ! ! ! using namespace std;! ! ! ! int main()! ! {! ! string yourjob;! ! cout<< “Describe your job or company in one word: “;! ! cin>>yourjob;! ! ! ! if ( yourjob == “boring” || yourjob == “lame” || yourjob == “sucks” ) {! ! cout<< “You really need a change. My company is hiring!” <<endl;! ! } else if ( yourjob != “challenging” &&yourjob != “exciting” ) {! ! cout<< “Why not try something new? We are hiring!” <<endl;! ! } else {! ! cout<< “Thanks for playing!” <<endl; // They’ll be back…! ! }! ! // TODO: For more info reply to this message or visit http:// companywebsite.com! ! return 0;! ! } • Need technical people? Speak their language for starters! • This source code turns into an application when run through a compiler! • ‘Describe your job in one word’! • ‘Lame’, ‘boring’, ‘sucks’ = company is hiring! • Any other words (but not ‘challenging’ or ‘exciting’ = try something new, we are hiring! • ‘Challenging’ or ‘exciting’ = visit our website Source: Matthew Ferree via sourcecon.com
  13. 13. Updates, Status Updates, Tweets, Messages, Photos, Videos, that are UNIQUE, INTERESTING AND RELEVANT Content first Connect! Invite! Share! Re-share! Chat! Engage! Take interest! Be yourself New connections! Fans! Followers! Likes Results will follow
  14. 14. Don’t share the same boring crap with me that everyone else does The Walter White Rule Finally….
  15. 15. andy.headworth@sironaconsul2ng.com5 ! blog.sironaconsul2ng.com5 
 linkedin.com/in/andyheadworth5 ! twi9er.com/andyheadworth5 ! facebook.com/sironaconsul2ng5 ! plus.google.com/+andyheadworth5 www.sironaconsul2ng.com55+445190352062495|5+445778857260195 Thank You - Any Questions? www.sironaconsulting.com 01903 206249 | 07788 726019 andy.headworth@sironaconsulting.com! ! sironaconsulting.com/blog/! ! linkedin.com/in/andyheadworth! ! twitter.com/andyheadworth! ! facebook.com/sironaconsulting! ! plus.google.com/+andyheadworth

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