This document discusses strategies for recruiting and onboarding new employees through the persona of Anna, a marketing professional. It outlines developing authentic content showing Anna's career journey at the company through videos, interviews, and live tours to provide potential candidates with a realistic view of the company culture. The goal is to engage audiences and build relationships by sharing Anna's experiences and allowing the company to be seen in a more personal way.

2. OTMZ

8. @googledave
Ph. Creative

14. @googledave
Ph. Creative
@googledave
Ph. Creative

15. CX
Attraction
Assessment
Pass / Fail
Nurture
OX
Offer
Start
Nurture
Advocacy
EX
Time with you
Referrals
Capture stories
Advocacy
XX
Notice period
Exit / Left
Alumni
Boomerang
Contract

16. @googledave
Ph. Creative

20. RESEARCH

24. #RecruitIn
@googledave
HAPPY FEARSAD ANGER ANTICIPATION

25. @googledave
1. Industry
Pain Points
2. Common
Customer
Q’s
3. Trending
Industry Topics
4. Brand
Stories
5. Research
& Analysis
6. Outside of
industry into
your world
7. Industry
News &
Trends
@googledave

27. @googledave@googledave
• Think like investigative journalists
• Ask the audience, spot trends
• Create links with you PR teams
• Hot topic ‘whats app’ group

28. @googledave@googledave

29. Persona
Focus
• Anna
• 28 years old
• DM Specialist or Online Marketer
• Personal Insights:
• Anna is fun, outgoing, proactive, energetic, extrovert
and is data driven.
• Motivation Insights:
• Motivated through challenge & opportunity,
by stimulating her initiative, empowerment, freedom,
responsibility, autonomy and being best in class.
• Learning Insights:
• Learns outside of her comfort zone – so doing something
she’s unsure of by getting stuck in, cross-functional
initiatives because it’s a fluid organization – growth
is a journey not a destination.
• Career Insights:
• Is looking for a company who is willing to invest, a feeling,
connection, a growing company that is doing well.
A growth path – which doesn’t really exist but is being
worked on and trust we are unified. We truly care!

30. Do what
you love
• Follow Anna’s story as she travels to Milan to visit the
fashion show. With live, relevant content all created
and curated by Anna herself, brought to you courtesy
of wehkamp.
• Anna has a passion for fashion and is one of her true
loves in life. A career which allows her to explore this
passion and actually encourages it, is something worth
shouting about.
• Authentic content that audiences want to see
and read, really help brand image and forms
connections on a deeper level.

31. Journey
so far
• A short video outlining Anna's journey at wehkamp
so far. Showing honestly and authenticity. The ups
and downs of her career Anna is being herself
always. Her own thoughts on how it’s going so far.
• We give audiences a chance to really look into
wehkamp and what makes them tick, and what
a potential candidate could expect.
• We know that video and animation are the most
popular formats on Facebook. Including content
• like this will improve engagement and build
• a relationship between audiences and Anna,
who represents wehkamp.

32. Meet the LEAD
• Anna conducts a video interview of the CEO
of wehkamp to see where the company has been,
plans for the future and the ethos behind everything.
• The video can be transcribed and put
out as a press article across multiple
platforms to increase the exposure.

33. Live tour
Q&A
• Anna takes potential candidates on a live walk
around the office, answering any questions and
giving a unique insight into wehkamp life.
Authentic and honest. Anna speaks to viewers
from her own perspective, giving an authentic
view, only available here.
• Anna and her team give top tips to potential
candidates. Giving them information
she wishes she knew when she was in
their shoes.

38. LEAD WITH EMAPATHY
CREATE CURIOSITY
OFFER INSIGHT
AND SUPRISE
INSPIRE ACTION
Aligning PVP to Cyber
Security EVP we lead with
empathy
Still holding back and
remaining partially cryptic but
introducing surprise as the
element of reveal
Having engaged them so far
we now offer insight into the
role, the specifics for the first
time, three quarters of the way
through
And finally we inspire action
with a simple but provocative
CTA – think you’ve got what it
takes?