Modern Marketing & Sales: Best Practices for Talent Acquisition Leaders | Talent Connect Vegas 2013

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Social platforms and new technologies have transformed the way companies market and sell to their customers and prospective employees. Click through this presentation to see core marketing and sales best practices that you can apply to raise your team’s talent acquisition game.

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Modern Marketing & Sales: Best Practices for Talent Acquisition Leaders | Talent Connect Vegas 2013

  1. 1. Best Practices of Modern Sales and Marketing for Talent Acquisition Brendan Browne Recruiting Mike Derezin Sales Francois Dufour Marketing
  2. 2. Recruiters are Sales & Marketing Professionals @frfrdufour
  3. 3. Transformation
  4. 4. Discovery Consideration Preference Transaction @frfrdufour
  5. 5. Discovery Consideration Preference Transaction @frfrdufour
  6. 6. Discovery Consideration Preference Transaction @frfrdufour
  7. 7. Discovery Consideration Preference Transaction
  8. 8. The quality & accessibility of quality content is exploding @frfrdufour
  9. 9. The buyer’s journey is 70% complete by the time a sales person is contacted * Discovery Consideration Preference Transaction 70% * Source: Sirius Decisions @frfrdufour
  10. 10. What does that mean for Talent Acquisition? @frfrdufour
  11. 11. When they go through their discovery journey, will top candidates prefer you or your competitors? @frfrdufour
  12. 12. Best Practices of Marketing & Sales
  13. 13. Best Practice #1 Segmentation Best Practice #2 Content Marketing Best Practice #3 Warm’em up @frfrdufour
  14. 14. Best Practice #1 Segmentation Be ultra-relevant to your core-target audience Spend your time on the right prospects @frfrdufour
  15. 15. Segment your Market Segment Segment 4 1 Segment Segment 3 2 @frfrdufour
  16. 16. Segment your Market Your target Segment Segment 4 1 Segment Segment 3 2 @frfrdufour
  17. 17. Persona: character representing a group’s needs & behaviors  Put a human face on your target  Get your team on the same page  Inform content & comms plans @frfrdufour
  18. 18. Profile your best customer / candidate your sweet spot Segment Segment 4 1 Segment Segment 3 2 @frfrdufour
  19. 19. “I share industry best practices to drive real impact for my customers.” Stacey Sales Manager
  20. 20. Stacey Uchida Drivers Vice President, Sales Current Goal: Build her skillset. Help customers succeed North Widgets Education Michigan State University Motivators: Become youngest ever VP of Sales at LinkedIn Fears:   How she researches a new role: Miss quarterly quota Not meet her customers’ expectations Content type:  Case studies,  Analyst briefings  In-person demo Content format:  In person conferences  Blog posts & Videos Influencers of her career decisions:  Former managers  Peers  Industry Analysts Where she hangs out:  LinkedIn (Influencers & groups)  Facebook  Social Selling Conferences  Sales Insider
  21. 21. We focus at account level and consider “how big?” & “how likely?” High Size of Prize How Big? Low High Temperature How Likely? @mikedfresh
  22. 22. We focus at account level and consider “how big?” & “how likely?” High Marketing Sales Nurture “Red Carpet” Size of Prize How Big? Build Awareness Tele-Sales Low High Temperature How Likely? @mikedfresh
  23. 23. We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account @mikedfresh
  24. 24. Best Practice #2 Content Marketing Inform or Entertain rather than advertise @frfrdufour
  25. 25. Audiences can filter out the authentic from the inauthentic. – Jeff Weiner, CEO, LinkedIn. @frfrdufour
  26. 26. @frfrdufour
  27. 27. Content Marketing is Everywhere @frfrdufour
  28. 28. @frfrdufour
  29. 29. 3 golden rules of Content Marketing Authentic Relevant Timely Worth Sharing @frfrdufour
  30. 30. Create content nurturing your full candidate journey Discovery What does this company do that is unique? Consideration Preference  Videos  Blog  Exec interviews @frfrdufour
  31. 31. Create content nurturing your full candidate journey Discovery Consideration Why should I be interested? What opportunity for me? Preference  Job description  Product demos @frfrdufour
  32. 32. Create content nurturing your full candidate journey Discovery Consideration  Employee reviews  Manager’s profile  Customer testimonials Preference Why is it right for my career? @frfrdufour
  33. 33. Most of this content already exists @frfrdufour
  34. 34. Sales Reps are turning into mini-marketers
  35. 35. Content Marketing is critical for Sales Reps too Drivers of sales reps out performance 1 Uses Social Media as Critical Channel 2 Leads with Insight @mikedfresh
  36. 36. Leading with Insights Resume to Reputation
  37. 37. Best Practice #3 Warm’em up Nurture prospects “down the funnel” Always go in warm
  38. 38. 1 2 3 Use content that resonates with her Profile your target “persona” Industrialize your nurturing @frfrdufour
  39. 39. Instrument your funnel for effective nurturing Discovery Consideration 30% 10 days 15 days Preference 10% 5 days @frfrdufour
  40. 40. Instrument to measure and execute Understand your performance & forecast better Align various teams Prioritize & classify your prospects @frfrdufour
  41. 41. What signals to use to tailor your content? Discovery Consideration Preference Started following your company @frfrdufour
  42. 42. What signals to use to tailor your content? Discovery Consideration Preference Replied to InMail @frfrdufour
  43. 43. What signals to use to tailor your content? Discovery Consideration Preference Applied for a job @frfrdufour
  44. 44. Discovery Consideration Preference Signal Following your company Answered InMail Applied for a job Channel Status Updates InMail Direct mail Content Right content, right channel, right timing Thought leadership Job description Recent coverage @frfrdufour
  45. 45. Holy Grail of Marketing Send the right content at the right time, to the right prospects, at scale @frfrdufour
  46. 46. No one likes it cold
  47. 47. Social Selling Evolution Doesn’t happen overnight @mikedfresh
  48. 48. Social Selling Evolution Doesn’t happen overnight @mikedfresh
  49. 49. Social Selling takes you from Serendipity to Science vs. Serendipity Science @mikedfresh
  50. 50. Warm introductions work X% + 63%X X% Win rate when reps go in cold Win rate when reps go in warm
  51. 51. What it means for the TA organization
  52. 52. Embrace and Change or Be Obsolete @LinkedinCareers
  53. 53. #1 Segmentation @LinkedinCareers
  54. 54. Understand the “Addressable Market” Mindset @LinkedinCareers
  55. 55. In Sales and Marketing High Nurture “Red Carpet” Size of Prize How Big? Build Awareness Tele-Sales Low High Temperature How Likely? @LinkedinCareers
  56. 56. In Recruiting High Nurture “Red Carpet” Quality Who has expertise in skills we need? Build Awareness Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  57. 57. In Recruiting High Nurture “Red Carpet” 1:Many 1:1 Quality Who has expertise in skills we need? Build Awareness Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  58. 58. In Recruiting High 1:1 Approach Nurture Quality Who has expertise in skills we need?  Direct outreach via a “Red Carpet” recruiter or hiring manager  Contact via a connected LI employee [Inside opinion] 1:Many Approach  Persona-based targeting Build  Content strategy Awareness  Sponsored & follower updates Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  59. 59. #2 We are marketers @LinkedinCareers
  60. 60. Marketing throughout full candidates journey Targeting YESTERDAY Outreach TODAY Targeting Research Warm Up Outreach @LinkedinCareers
  61. 61. P.O.P. Profile Optimization Project Before
  62. 62. P.O.P. Profile Optimization Project After
  63. 63. New headline New professional photo Increased reach Summary section with rich media
  64. 64. Built out work history with rich media Added Volunteers & Causes Section
  65. 65. Added additional skills Rich media in Education section
  66. 66. #3 Social Recruiting @LinkedinCareers
  67. 67. “Connectedness” Matters… @LinkedinCareers
  68. 68. Who You Need on Your Team Peter R Data and Insights Ninja Emily B Skills SQL, Hadoop, R, Excel, Tableau Online Marketing and Demand Gen Skills Marketing Automation, Email Marketing Scott A Content and Social Strategist Skills SEO Copywriting, Blogging, Content Planning Liz W Program Manager Skills Analysis, Online Marketing, SEM
  69. 69. Today is YOUR lucky day! @LinkedinCareers
  70. 70. 2013

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