Are you looking for a way to recruit top talent as efficiently and effectively as possible? Join us for an informative discussion about paid, earned and owned media channels, and learn how to find the right mix of all three to optimize your recruitment marketing and employer branding efforts. This is your opportunity to gain insights that can positively impact the future of your company. Make the most of it.

1. FINDING
THE BALANCE
!
Between PAID, EARNED & OWNED
Recruitment Media
@JWTINSIDE #INSIDEinsights

2. @JWTINSIDE #INSIDEinsights
PRESENTING TODAY:
Ian Kaplan
Head of Business
Development
Emily Fearnley
Search Engine
Marketing Analyst
Kai Yen
Chief Technology
Officer

3. @JWTINSIDE #INSIDEinsights
APPLYING CONSUMER
METHODOLOGY TO
RECRUITMENT MARKETING

4. @JWTINSIDE #INSIDEinsights
Paid, Earned and Owned
What’s the Difference?

5. OWNED
• Controlled by
Brand
• Destinations
• Driven by EVP
• People Aware of
Employer

6. PAID
• Amplify Message
• Increase Exposure
• Benefit Stops When
Spending Stops
• Reach People
Unaware of
Employer

7. EARNED
• Voluntary Actions
• Holy Grail of
Marketing
• Long-Term
Awareness
and Benefits
• Brand Loyalists

8. IT’S COMPLICATED

9. FINDING THE
BALANCE

10. WHAT ABOUT
CANDIDATE EXPERIENCE?

11. @JWTINSIDE #INSIDEinsights
Develop an
INTEGRATED
STRATEGY

12. @JWTINSIDE #INSIDEinsights
• SEO
• Employee Referrals
• Social Media
• Employer Awareness
• Talent Pool Engagement
• Media Analysis
• What media do you have
• that's contributing to Earned,
• and what isn't?
• Brand Authenticity
• Positive Candidate
• Experience
AREAS OF OPPORTUNITY

13. MEDIA STRATEGY
TRANSFORMATION

22. Recruitment Media Maturity

23. O W N E D PA I D E A R N E D
OPERATIONAL MANAGED NETWORKED STRATEGIC INTEGRATED
ANNUAL
BUDGET
LOW MATURITY HIGH MATURITY
• High Cost
• Low Efficiency
• Focused on Quantity
of Applicants
• Requisition-based Process
• Short-term Results
• Low Cost
• High Efficiency
• Focused on Quality
of Hires
• Pipeline-based Process
• Long-term Results
The Recruitment Media Maturity Model
O O O O O
P P P P P
E E E E E

24. Recruitment Media Maturity Quiz
To get an idea of where your recruitment media strategy currently falls on the Recruitment Media Maturity Model, choose the one answer per row that best applies to your
Employer Brand and Recruitment efforts. Each response will have an associated point value. At the end of the quiz, tally up your total maturity score by adding up all of your
response points, and read the corresponding score description to identify a few major areas of growth opportunity to ultimately move your brand to a higher maturity level.
NOTE: This quiz is not all-inclusive of every possible Employer Brand or Recruitment channel option. It’s merely a guide to give brands an idea of where opportunities of growth may be.
Careers Site We don’t have a
careers site.
We have one, but it has
minimal information on it.
We have one, and it’s
pretty informational.
We have one that’s
informational and
engaging.
We have one that’s
participatory and
conversational.
Talent Community We don’t have a talent
community.
We have one, but it’s
only a small source of
applicants.
We have one, and it’s a
significant source of
applicants.
We have one, and it’s
our primary source of
applicants.
We have one, and it’s
one of our primary
sources of hire.
Social Media
(Channels & Profiles)
We don’t have any
branded social profiles
for careers content.
We use our social chan-
nels in an experimental
manner.
We use our social
channels for minor
sourcing activities.
We use our social
channels for significant
sourcing activities.
Mobile Optimization Careers site is not
mobile-optimized at all (or
we have no careers site).
Parts of our careers site
are mobile-optimized.
Our careers site is
mobile-optimized.
Our careers site is
responsive.
Our careers site is
responsive and has
a mobile-optimized
application process.
Application-Driving
Media (i.e. Job
Boards, Job
Aggregators PPC,
Search Engine
Marketing)
We mainly use the major
job boards and PPC
aggregators (if at all) for
one-off hiring needs.
We purchase annual
contracts with major
job boards, and we
sometimes post one-off
postings on niche boards
and PPC aggregators.
We purchase annual
contracts with major
job boards and niche
job boards, and we use
SEM/PPC for high-priority
hiring needs.
We purchase annual
contracts with niche
job boards, and we
sometimes post one-off
postings on major boards.
We also use SEM/PPC for
high-priority hiring needs.
We mainly use niche job
boards for one-off
postings and SEM/PPC
for high-priority hiring
needs.
Engagement-Building
Media (i.e. Facebook
Sponsored Posts,
Twitter Promoted
Tweets, LinkedIn Ads)
We don’t spend any
money on engagement
campaigns, and we have
little to no organic
engagement.
We run minimal
campaigns to drive
engagement, and we
have little to no organic
engagement.
We run significant
campaigns to drive
engagement, and we
have minimal organic
engagement.
We run significant
campaigns to drive
engagement, and we
also have significant
organic engagement.
We run minimal
campaigns, as needed,
to supplement the strong
organic engagement we
already see.
Events (Career Fairs,
Interview Days, On-
Campus Visits, Virtual
Job Fairs, etc.)
We don’t attend or host
any events.
We attend or host some
general events, but we
don’t get any quality
applicants as a result.
We attend or host general
and niche events, and
we get a few quality
applicants as a result.
We attend or host niche
events, and we mostly
get quality applicants as
a result.
We attend or host niche
events, and all resulting
applicants are high quality.
We use our social
channels as our primary
sourcing activity.
OWNEDPAID
A answers B answers C answers D answers E answers
– Quiz continues on next page
Awareness-Building
Media (i.e. Print,
Radio, Online
Banners, Billboards)
Our entire media budget
is spent on traditional
advertising (print, radio,
billboards, etc.) - no online
media.
The majority of our
awareness media budget
is spent on traditional,
with little to no online
media included.
We spend a large per-
centage of our awareness
budget on traditional
channels and only a small
amount on online media.
We spend a small
percentage of our
awareness budget on
traditional channels, but
we mainly use online media.
We’ve eliminated traditional
media from our awareness
media plan - we just use
online media.

25. Organic Search
(SEO)
We get no traffic to the
careers site from organic
search (or we have no
careers site).
Organic search sends
a small percentage of
traffic to the careers site.
Organic search sends a
comparable percentage
of traffic (to other traffic
sources).
Organic search is our
primary source of traffic.
Organic search is our
primary source of traffic
and sends the most
engaged visitors.
Employer Awareness We have no awareness
as an employer.
We have a little
awareness as
an employer.
We have comparable
awareness as an
employer (to
competitors).
We have strong
awareness as an
employer (over
competitors).
We have strong
awareness as an
employer of choice.
Social Media (Fans/
Engagement)
& Press/Reviews
Our social channels
receive no organic reach/
engagement (or we have
no social channels).
Our social channels
receive minimal organic
reach/engagement with
heavy support of paid
advertising.
Our social channels
receive organic reach/
engagement with
minimal support of
paid advertising.
Our social channels
receive organic reach/
engagement without paid
advertising support.
Our social channels
receive significant reach/
engagement without paid
advertising support.
EARNED
Employee Referrals We get no employee
referrals.
Employee referrals are
a small source of our
applicants.
Employee referrals are
a strong source of our
applicants.
Employee referrals are
our primary source of
our applicants.
Employee referrals are
one of our primary
sources of our hires.
A answers B answers C answers D answers E answers
x 1 =
Your Recruitment Media
Maturity is – Operational
(Score 12-22)
It seems your brand is highly focused
on short-term, requisition based
solutions to fill immediate hiring
needs. At this maturity level, really
think about how your employer brand
is perceived by your employees and
potential candidates. There are likely
many ways that you could increase
your brand awareness as an employer
while improving perceptions internally
and in the candidate realm. You’re just
beginning your maturity growth, and
the sky is the limit!
Your Recruitment Media
Maturity is – Managed
(Score 23-32)
Your recruitment maturity seems to
stick to traditional efforts - a basic
careers site, print advertising, major
job boards, no social media, no
mobile optimization... But it’s time to
start thinking about the big picture.
Determine how to reach higher quality
candidates for your hiring needs rather
than the masses, and consider utilizing
newer technologies and channels in
the space.
Your Recruitment Media
Maturity is – Networked
(Score 33-42)
You’ve likely spread your paid budgets
to reach a very wide (but maybe
not so targeted) audience. Continue
focusing on quality over quantity and
long-term solutions. If you feel like
your brand is stuck in the Networked
Maturity Level, there may be a
significant opportunity to create new
or improve existing owned properties.
Now’s your opportunity to also
consider ways to start conversations
and engage with employees and
candidates alike.
Your Recruitment Media
Maturity is – Strategic
(Score 43-52)
You’re almost there! With just a little
more integration between your owned
and paid strategies, you could significantly
increase your earned exposure. Look
for opportunities to improve the quality
of your owned platforms and to focus
your paid efforts on reaching more
targeted candidates to support those
high priority hiring needs. Also, think
about how to engage your employees
and potential candidates even more
than you already do.
Your Recruitment Media
Maturity is – Integrated
(Score 53-60)
Congratulations! It seems like you’ve
already found a good balance between
your owned and paid strategies and
budgets to gain the optimal earned
exposure. Continue fine-tuning your
efforts to keep your candidates and
employees engaged and interacting
with your brand in a positive way.
x 2 = x 3 = x 4 = x 5 =
TOTAL SCORE:
Sum of A, B, C, D and E
# of A
boxes checked
Total
A points
# of B
boxes checked
Total
B points
# of C
boxes checked
Total
C points
# of D
boxes checked
Total
D points
# of E
boxes checked
Total
E points
00 00 00 00 00 00 00 00 00 00
00

26. @JWTINSIDE #INSIDEinsights
5 QUICK TIPS
1. Owned channels are controlled by brands and act as destinations for traffic.
2. Paid efforts help increase reach and amplify messages.
3. Earned media is gained from the voluntary actions taken by others on behalf
of the brand.
4. To develop the most effective integrated strategy, understanding your
audience is key.
5. The ultimate goal is to have as much earned exposure as possible using your
owned properties, supplemented by paid only as needed.

27. QUESTIONS?
@JWTINSIDE #INSIDEinsights

28. THANK YOU.
For recruitment media tips, how-to guides and additional resources,
contact Emily at: emily.fearnley@jwt.com
Follow JWT INSIDE at:
@JWTINSIDE #INSIDEinsights