YouTube & You Too! Video Marketing For Recruiting

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David Erickson, Director of e-Strategy at Tunheim Partners, discusses using online video as a strategic recruiting/talent acquisition tool.

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YouTube & You Too! Video Marketing For Recruiting

  1. YouTube & You Too! Using Viral Video In Recruiting 12/17/08
  2. Who We Are: About Tunheim Partners <ul><li>Well-regarded thinking and crisp execution – </li></ul><ul><li>these are the building blocks of Tunheim Partners. </li></ul><ul><li>Our clients turn to us to help them capitalize </li></ul><ul><li>on important communications opportunities. </li></ul><ul><li>We respond with insightful counsel and service </li></ul><ul><li>to help them achieve their objectives. </li></ul>
  3. David Erickson, Director of e-Strategy As director of e-Strategy, Tunheim Partners’ Internet marketing practice, David Erickson specializes in strategic online communication. David has been marketing online since 1995, first as a freelancer, and then in 1997 as the founder and president of e-Strategy. For the next 10 years, David had a close partnership with New School Communications, during which time he conceived and executed countless strategic Internet marketing plans on behalf of his and New School's public relations and public affairs clients. David joined Tunheim Partners as part of the New School Communications acquisition. Erickson is a student of how people use technology to communicate, and that fascination informs his work. He is a &quot;first adopter&quot; of the latest technologies because he wants to understand how they can be used as marketing tools. David's work has included: executing a national online media relations campaign for a presidential e-debate for the 2000 election, using e-mail marketing as an expert positioning tool, optimizing electronic press kits and press releases for the retail and fashion industries, conducting search engine marketing for numerous clients, designing and carrying out a sports marketing viral video campaign, and implementing social media optimization and marketing campaigns. David's training in the visual and language arts and his experience in retail, advertising, market research and public relations all contribute to his expertise in Internet marketing. He taught himself the technologies needed to implement online communication strategies, so he understands how Web technologies work as communications vehicles. David also has personal experience with delivering effective messages: he has written advertising copy and articles for publications, produced Web publications of his own, appeared as a pundit and commentator for media outlets, and co-hosted his own radio show. David blogs about Internet marketing at e-strategyblog.com . David earned his B.A. from Coe College in Cedar Rapids, Iowa, where he studied art and writing. He is a former Hubert H. Humphrey Policy Forum Fellow. When he's not scheming up clever new ways to communicate online, David can be found playing or watching football or reading...but most likely playing football. ” Reality is nine-tenths perception.” – Anonymous
  4. What Is Viral? <ul><li>Content that spreads naturally </li></ul><ul><ul><li>Word of mouth, forwarded, bookmarked, voted upon, embedded, linked to, shared & commented upon </li></ul></ul><ul><li>There is no formula </li></ul><ul><ul><li>Lots of luck involved, It’s not easy </li></ul></ul><ul><li>Compelling content </li></ul><ul><ul><li>Funny helps, parody of the medium </li></ul></ul>
  5. Online Video Usage <ul><li>80% of internet users viewed online video this year </li></ul><ul><li>YouTube is the third largest search engine </li></ul><ul><li>Tina Fey as Sarah Palin SNL video was watched more times on the web than TV </li></ul><ul><li>By 2012, video-related content will comprise 49% of Internet traffic </li></ul><ul><li>6.5 million Americans watched mobile video in August 2008 </li></ul><ul><li>AT&T leads the way = iPhone </li></ul>
  6. Where Are They Watching Online Video? <ul><li>Millennials/Xers use their computer </li></ul><ul><li>Millennials/Xers use their phones </li></ul><ul><li>Millennials more likely to use iPod or PSP than Xers </li></ul><ul><li>Google/YouTube = 55% </li></ul><ul><li>Yahoo! = 7% </li></ul><ul><li>Time Warner/CNN = 4% </li></ul><ul><li>NBC Universal = 4% </li></ul><ul><li>Fox/MySpace = 4% </li></ul>Compete, Inc. – Sept. 2008 Video market share
  7. <ul><li>Video viewing most common among Millennials </li></ul><ul><li>Male/Female parity </li></ul><ul><li>Women like network TV video sites </li></ul><ul><li>Men like video sharing sites </li></ul><ul><li>35-54 year olds who recently watched video has jumped to 60%, up from 49% in December 2007 </li></ul>Who Is Watching Online Video? Neislen Online – Feb. 2008 re gender differences
  8. Who Is Your Audience? <ul><li>Know your demographic </li></ul><ul><li>Match that demographic </li></ul><ul><ul><li>Millennials, Xers, Boomers </li></ul></ul><ul><li>What search phase are they in? </li></ul><ul><ul><li>Passive </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Ready to apply </li></ul></ul><ul><li>What do they know? </li></ul><ul><li>What would they be watching online? </li></ul>
  9. When In Rome… <ul><li>…speak as the Romans do </li></ul><ul><li>Tone of Communications </li></ul><ul><ul><li>Appropriate tone for appropriate audience </li></ul></ul><ul><ul><ul><li>Older, executive positions = More formal </li></ul></ul></ul><ul><ul><ul><li>Millennial, lower level positions = Casual, informal </li></ul></ul></ul><ul><li>Internet is conversational </li></ul><ul><li>Adopt conventions of the medium, when appropriate </li></ul><ul><ul><li>Bedroom web cam pitch for teen jobs </li></ul></ul>
  10. Company Research <ul><li>Think as prospect </li></ul><ul><li>Company web site </li></ul><ul><li>Search Engine Optimization </li></ul><ul><ul><li>YouTube videos within Google results </li></ul></ul><ul><li>YouTube searches </li></ul><ul><ul><li>Reputation management </li></ul></ul><ul><li>Social networks </li></ul><ul><ul><li>Find current employees </li></ul></ul>
  11. Web Site <ul><li>Demonstrate rather than tell </li></ul><ul><ul><li>Company culture, facilities, activities </li></ul></ul><ul><li>Match demographics </li></ul><ul><li>Include passionate employee testimonials </li></ul><ul><li>Video job descriptions </li></ul><ul><ul><li>Include good and bad </li></ul></ul><ul><li>Use persuasive video </li></ul><ul><ul><li>Apply online, next to form </li></ul></ul>
  12. Create Video Channel <ul><li>Use YouTube for infrastructure </li></ul><ul><ul><li>Embeddable, linkable </li></ul></ul><ul><li>Develop audience within YouTube </li></ul><ul><li>Create valuable content </li></ul><ul><ul><li>Subscribers </li></ul></ul><ul><ul><li>Long-term talent pool </li></ul></ul><ul><ul><li>Referrals </li></ul></ul>
  13. Social Networks <ul><li>LinkedIn/Facebook/MySpace Groups </li></ul><ul><ul><li>Share video link </li></ul></ul><ul><li>Facebook /MySpace </li></ul><ul><ul><li>Upload, Share a link, Status updates </li></ul></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><ul><li>Video responses </li></ul></ul><ul><li>Niche video & social networking sites </li></ul>
  14. Blogs <ul><li>Post on your own blog </li></ul><ul><ul><li>Ask to share video </li></ul></ul><ul><li>Offer to employee bloggers to post </li></ul><ul><ul><li>Employees know other industry people </li></ul></ul><ul><ul><li>Everyone likes to help </li></ul></ul><ul><li>Ask targeted bloggers to post </li></ul><ul><ul><li>Perk/Service to readers </li></ul></ul>
  15. Email <ul><li>Your own email newsletter </li></ul><ul><ul><li>Embed graphic with play button </li></ul></ul><ul><li>Industry email newsletters </li></ul><ul><ul><li>Buy placement, play button graphic </li></ul></ul><ul><ul><li>Video icon </li></ul></ul><ul><li>Individual emails to special prospects </li></ul><ul><ul><li>Video shot for specific individual </li></ul></ul><ul><ul><li>Tailored messages for must-have prospects </li></ul></ul>
  16. Search Engine Optimization (SEO) <ul><li>Search engine optimization for major search engines </li></ul><ul><ul><li>YouTube videos in Google results </li></ul></ul><ul><li>SEO for YouTube & other video sites </li></ul><ul><ul><li>Titles </li></ul></ul><ul><ul><li>Descriptions </li></ul></ul><ul><ul><li>Tags </li></ul></ul>
  17. Search Engine Advertising <ul><li>Google AdWords </li></ul><ul><ul><li>Link to video </li></ul></ul><ul><li>YouTube sponsored video </li></ul><ul><li>YouTube text ads </li></ul>
  18. Portable Video <ul><li>Video Podcasts </li></ul><ul><li>Mobile Video </li></ul><ul><li>Embeddable Video </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Job sites </li></ul></ul><ul><ul><li>Email </li></ul></ul>
  19. Deloitte & Touche Film Fest <ul><li>Employee Film Fest </li></ul><ul><li>Four month recruiting video contest among employees </li></ul><ul><ul><li>2,000 participated </li></ul></ul><ul><ul><li>More than 370 videos submitted </li></ul></ul><ul><ul><li>Sept. 2007: 30,000+ views </li></ul></ul><ul><ul><li>75% shared their video </li></ul></ul><ul><li>Passionate, peer to peer marketing, traditional publicity </li></ul><ul><li>youtube.com/DeloitteFilmFest </li></ul>
  20. Contact <ul><li>Web </li></ul><ul><ul><li>Tunheim.com </li></ul></ul><ul><ul><li>e-Strategy.com </li></ul></ul><ul><ul><li>e-StrategyBlog.com </li></ul></ul><ul><li>Email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Phone </li></ul><ul><ul><li>952-851-1600 </li></ul></ul>

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