Are you recruiting on demand as the need arises or are you making investment in recruiting ahead of demand? The best companies invest in the talent communities that matter to their strategy, and do so primarily for the good of the talent community itself. An Inbound or Content recruiting strategy allows the company to focus talent development as if people mattered. This webinar will help you identify how to begin to tell your story of employment to the talent communities that matter most to your business. Learn more at: http://www.rpoassociation.org/content-marketing-as-a-talent-acquisition-strategy

1. www.joelcapperella.com
BUILDING TALENT COMMUNITIES
THROUGH CONTENT RECRUITING

2. WHY: COMPLEXITIES OF THE
PROCESS
1
OBJECTIVE: EXPAND OUR OWN POOL2
CONCEPT: RADICAL THOUGHT
DEPARTURE
3
VALUE: EXPECTED BENFITS4
HOW: CREATING AN EDITORIAL
RECRUITING PROCESS
6
WHO: RPO / IN-HOUSE RECRUITING
CHECK LIST
7

3. WHY: COMPLEXITIES OF THE
PROCESS

4. JOB BOARDS
BIG ERP

5. Onboarding
Review Sites
Video Recruiting
Social Recruiting
LinkedIn
Applicant database
Applicant tracking
Search Engine
Marketing
Resume Parsing
Automated Job
distribution
More Job boards

7. MOBILE
RECRUITI
NG

8. MOBILE
RECRUITIN
G
EASY
FOR US
EASY FOR
THEM

9. OBJECTIVE: EXPAND OUR
OWN POOL

10. EARNED
CANDIDATES
BOUGHT
CANDIDATES
80%20%
WHERE
WE
ARE

11. EARNED
CANDIDATES
BOUGHT
CANDIDATES
20%80%
WHERE
WE
NEED TO
BE

12. CONCEPT: RADICAL THOUGHT
DEPARTURE

13. RECRUITERS
LESS IMPERSONAL
AUTOMATION
MORE COMMIUNITY
DEVELOPMENT
MARKETING MINDSET
BRAND CHAMPIONS
VALUES AMBASSADORS

15. INBOUND
RECRUITING

16. DIFFERENTIATING
PROCESS

17. VALUE: EXPECTED BEN

18. LOWER COST
OF
ACQUISITION

19. IMPROVED
EMPLOYMEN
T BRAND

20. GREATER
FLEXIBILITY

21. ELEVATED
INDUSTRY
REPUTATION

22. IMPROVED
RETENTION
RATES

23. HOW: CREATING AN EDITORIAL
RECRUITING PROCESS

24. WWW.JOELCAPPERELLA.COM/GARY-
A GOOD PLACE TO START

25. AR
T
driving SCIENC
E

26. THE REAL AND
EMOTIONAL
CAREER
JOURNEY

27. Plot Pitch
Story Arcs
Imagination
Priorities
Episodes Q&M
Promo Ops
Production
1
2
3
4
5
6

28. ASSUMPTI
ONS
PERSONAS
MESSAGING
BUYING BEHA
SALES CYCLE

29. The major dramatic
themes of your
offerings
SIMPLY STATED.
Plot
Pitch

30. Plot
Pitch
EXAMPLE:
The Rise of
the Anti-
Hero

31. Tony Sorprano
is. . .
Plot
Pitch
A SUBURBAN
WIDOW
1

32. Tony Sorprano
is. . .
Plot
Pitch
A SUBURBAN
WIDOW
A 60s
AD
EXECU
TIVE
1

33. Tony Sorprano
is. . .
Plot
Pitch
A SUBURBAN
WIDOW
A 60s
AD
EXECU
TIVE
1
SPEAKER
OF THE
HOUSE

34. Tony Sorprano
is. . .
Plot
Pitch
A SUBURBAN
WIDOW
A 60s
AD
EXECU
TIVE
A
CHEMISTRY
TEACHER
1
SPEAKER
OF THE
HOUSE

35. Employment with
us. . .
MAKES THE
DIFFERENCE
Plot
Pitch

36. Employment with
us. . .
MAKES THE
DIFFERENCE
Plot
Pitch

37. The EPISODES in
the drama nestled in
the narrative of the
plot.
Story
Arc

38. http://joelcapperella.com/leading-matters-24-patti-sanchez-
Illuminate: Ignite Change Through
Speeches, Stories, Ceremonies,
and Symbols

39. Story
Arc
EXAMPLE:
Seasonal pace
with details
unfolding in
episodes

40. Decreasing
operating
expenses
helps save lives
Episode: Surprising places to decrease cost
Episode: Cost reduction invested makes
difference
Story
Arc

41. Story
Arc
Improved use of
technology
Helps engage
the workforce
Episode: Impact of tech frustration on
employeesEpisode: Turning frustration into opportunity this
way

42. All creative options
for supporting and
extending the narrative.
Imagination
Priorities

43. Imagination
Priorities
Distribution Merchandis
e
Faux
Reality
Talk Show
EXAMPLE:
Multiple
content
channels
add color
and life to
the story.

44. Improved use of
technology
helps engage the
workforce
Blog Posts eBook
EarnedCustomers
Research
Webinar
Imagination
Priorities

45. Schedule major and
minor episodes by
QUARTER AND
MONTH.
Episodes
Q&M

46. Episodes
Q&MBIG IDEA FOR THE QUARTER:Technology shortcomings that frustrate employees
the most
Episode: Impact of
tech frustration on
employees
Episode: Turning
frustration into
opportunity this way
Episode: These
customers turned
frustration into
engagement

47. Opportunities to
PROMOTE the
narrative.
Promo Ops

48. Promo
Ops
Map the
quarterly and
monthly topics
and stories to
industry events
and aligned
earned media

49. EXAMPLE
BREAKING
INTO
GAMING

50. WHO: RPO / IN-HOUSE RECRUITING
CHECK LIST

51. TECHNOLOGY
MASTERMINDS

52. ENVIABLE SOCIAL
MEDIA

53. 1 MINUTE ATS

54. CREATIVE SOURCING

55. EMPLOYMENT BRAND
SNOBS

56. QUALITY OVER
QUANTITY

57. TECHNOLOGY
MASTERMINDS
ENVIABLE SOCIAL MEDIA
1 MINUTE ATS
CREATIVE SOURCING
EMPLOYMENT BRAND
SNOBS
QUALITY OVER QUANTITY

58. joelcapperella@joelcapperellaJoelcapperella.com
THANK YOU