Recruiting as sales and
marketing
PETR HOVORKA
BrandBakers
I consider employees as customer. 

Get the most talented or the most valuable
requires three things:

PLAN + COMM + SALES...
Marketing 

•  Social networks
•  Mobile web and
marketing
•  Content
marketing
•  Remarketing

Source: 
Marketing trends ...
Contacting
“cold”
Business
presentation
Proven
contacts
TODAY
SALES EVOLUTION
Social
networks
Involvement
Education
YESTER...
70% The buyer’s journey is 70%
complete by the time a sales
person is contacted
Discovery
 PreferenceConsideration Transac...
AND WHAT IT MEANS
FOR TALENT
ACQUISITION
?
Best Practise #1
Segmentation
Best Practise #2
Content Marketing
Best Practise #3
Warm’em up
MARKETING AND SALES
Segmentation
Be ultra-relevant to your core-target audience
Spend yout time on the right prospects
Best Practise #1
1
Segment
2
Segment
3
Segment
4
Segment
SEGMENT YOUR MARKET
UNDERSTAND THE CUSTOMER
Persona: Developer

•  Be personal
•  Be relevant
•  Introduce employer
•  Describe the technology...
Your target
1
Segment
2
Segment
3
Segment
4
Segment
SEGMENT YOUR MARKET
Content marketing
Best Practise #2
Inform or entertain rather than advertise
The Holy Grail of Marketing
Send the right content,
at the right time, 
to the right prospects, 
at scale.
Research
 Warm Up
Targeting
 Outreach
Tergeting
 Outreach
YESTERDAY
TODAY
FUNCTION OF CONTENT
•  Clarification of goals
•  Understanding the customer

•  Organizing content
•  Selection of form and vehicles
•  Choosin...
1.  Why 
 
= purpose
2.  How 
 
= approach (mastery & autonomy)
3.  What 
 
= job offer
Purpose
Mastery
Autonomy
Why?
How?...
CONTENT OF RECRUITMENT COMM
•  Why - purpose:
–  Meaning of existence
–  Contribution of the work
role
•  How– approach:
–...
Relevant TimelyAuthentic
Worth Sharing
3 GOLDEN RULES OF CONTENT
MARKETING
... AND ALSO AVAILABILITY OF
CONTENT
Warm’em up
Best Practise #3

Nurture prospects “down the funnel”
Always go in warm
WARM INTRODUCTIONS WORK
X%
Win rate
when reps go
in cold
Win rate when
reps go in
warm
X%	
  	
  
+	
  63%X	
  
What does this company
do thaht is unique?
§  Video
§  Blog
§  Exec interviews
Discovery
 Preference
Consideration
CREA...
Why should I be
interested? What
opportunity for me? 
§  Job description
§  Product demos
Discovery
 Preference
Consider...
Why is it right for my
career?
§  Employss reviews
§  Manager’s profile
§  Customer testimonials
Discovery
 Preference
C...
IN SALES AND MARKETING WE
CONSIDER...
Size of Prize
How Big?
Temperature
How Likely?
Low
High
High
IN SALES AND MARKETING
Size of Prize
How Big?
Temperature
How Likely?
Low
High
High
Nurture
Build Awarness
“Red Carpet”
Te...
IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
Hi...
IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
Hi...
IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
Hi...
RECAP – WHAT TO DO ?
1. Establish a plan and a select target group
1 2 3
Use content
resonating with
target group
Take car...
"First,
get right
people
on the bus"
petr.hovorka@brandbakers.cz
cz.linkedin.com/in/petrhovorka1
+420 602 27 10 11
BrandBakers I Recruiting as sales and marketing
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BrandBakers I Recruiting as sales and marketing

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You know, too many chiefs say "people are our main asset", but just few walk the talk.
We BrandBakers, treat employees as customers and bring our knowledge and experience from business and marketing to the field of recruitment.

Published in: Recruiting & HR, Business
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BrandBakers I Recruiting as sales and marketing

  1. 1. Recruiting as sales and marketing PETR HOVORKA BrandBakers
  2. 2. I consider employees as customer. Get the most talented or the most valuable requires three things: PLAN + COMM + SALES INTRODUCTION
  3. 3. Marketing •  Social networks •  Mobile web and marketing •  Content marketing •  Remarketing Source: Marketing trends in the Czech Republic, Idealisti, 2/2014   Employer Branding •  Recruitment -> marketing •  Data, data, data •  Personal contact •  Mobile web Source: Melissa Bailey, Universum, 11/2013 TRENDS HR marketing •  Employer brand •  Welcome pack •  Social networks •  Plan for building corporate culture Source: HR marketing trends in the Czech R., BrandBakers, 4/2014
  4. 4. Contacting “cold” Business presentation Proven contacts TODAY SALES EVOLUTION Social networks Involvement Education YESTERDAY
  5. 5. 70% The buyer’s journey is 70% complete by the time a sales person is contacted Discovery PreferenceConsideration Transaction SALES PROCESS
  6. 6. AND WHAT IT MEANS FOR TALENT ACQUISITION ?
  7. 7. Best Practise #1 Segmentation Best Practise #2 Content Marketing Best Practise #3 Warm’em up MARKETING AND SALES
  8. 8. Segmentation Be ultra-relevant to your core-target audience Spend yout time on the right prospects Best Practise #1
  9. 9. 1 Segment 2 Segment 3 Segment 4 Segment SEGMENT YOUR MARKET
  10. 10. UNDERSTAND THE CUSTOMER Persona: Developer •  Be personal •  Be relevant •  Introduce employer •  Describe the technology •  Indicate the sallary •  Don’t want to be friends •  Don't call me David Majda - Developer
  11. 11. Your target 1 Segment 2 Segment 3 Segment 4 Segment SEGMENT YOUR MARKET
  12. 12. Content marketing Best Practise #2 Inform or entertain rather than advertise
  13. 13. The Holy Grail of Marketing Send the right content, at the right time, to the right prospects, at scale.
  14. 14. Research Warm Up Targeting Outreach Tergeting Outreach YESTERDAY TODAY FUNCTION OF CONTENT
  15. 15. •  Clarification of goals •  Understanding the customer •  Organizing content •  Selection of form and vehicles •  Choosing customer's best channels Target Customer Content Form Vehicle Media channels CONTENT STRATEGY
  16. 16. 1.  Why = purpose 2.  How = approach (mastery & autonomy) 3.  What = job offer Purpose Mastery Autonomy Why? How? What? MOTIVATION AND COMM'S STRUCTURE
  17. 17. CONTENT OF RECRUITMENT COMM •  Why - purpose: –  Meaning of existence –  Contribution of the work role •  How– approach: –  Corporate culture –  Corporate values –  Employee's intro –  Growth opportunities –  Leadership style –  Technology and know- how –  Ideas and Opinions –  Awards, CSR activities •  What – offer: –  Introduction –  Reasons why with us –  Benefit system –  Recruitment advertisement
  18. 18. Relevant TimelyAuthentic Worth Sharing 3 GOLDEN RULES OF CONTENT MARKETING
  19. 19. ... AND ALSO AVAILABILITY OF CONTENT
  20. 20. Warm’em up Best Practise #3 Nurture prospects “down the funnel” Always go in warm
  21. 21. WARM INTRODUCTIONS WORK X% Win rate when reps go in cold Win rate when reps go in warm X%     +  63%X  
  22. 22. What does this company do thaht is unique? §  Video §  Blog §  Exec interviews Discovery Preference Consideration CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY
  23. 23. Why should I be interested? What opportunity for me? §  Job description §  Product demos Discovery Preference Consideration CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY
  24. 24. Why is it right for my career? §  Employss reviews §  Manager’s profile §  Customer testimonials Discovery Preference Consideration CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY
  25. 25. IN SALES AND MARKETING WE CONSIDER... Size of Prize How Big? Temperature How Likely? Low High High
  26. 26. IN SALES AND MARKETING Size of Prize How Big? Temperature How Likely? Low High High Nurture Build Awarness “Red Carpet” Tele-Sales Marketing Sales
  27. 27. IN RECRUITING Quality Who has expertise in skills we need? Temperature Which prospects are most likely engage? Low High High Nurture Build Awareness “Red Carpet” Tele-Sales
  28. 28. IN RECRUITING Quality Who has expertise in skills we need? Temperature Which prospects are most likely engage? Low High High Nurture Buld Awarness “Red Carpet” Tele-Sales 1:Many 1:1
  29. 29. IN RECRUITING Quality Who has expertise in skills we need? Temperature Which prospects are most likely engage? Low High High Nurture Build Awarness “Red Carpet” Tele-sales 1:Many Approach §  Persona-based targeting §  Content strategy §  Sponsored & follower updates 1:1 Approach §  Direct outreach via a recruiter or hiring manager
  30. 30. RECAP – WHAT TO DO ? 1. Establish a plan and a select target group 1 2 3 Use content resonating with target group Take care a lot Define target group through Persona 2. Create and distribute content / warm’em up 3. Deal and conclude
  31. 31. "First, get right people on the bus" petr.hovorka@brandbakers.cz cz.linkedin.com/in/petrhovorka1 +420 602 27 10 11

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