1.
I N N O V A T I N G P U B L I C S E C T O R T A L E N T
A C Q U I S I T I O N :
M O D E L S T O A D D R E S S S E A R C H , S O C I A L & M O B I L E
T A C T I C S
E M P L O Y E R B R A N D M A N A G E M E N T : P E O P L E & C U L T U R E
A F R A M E W O R K F O R D I G I T A L E N G A G E M E N T T O A D D R E S S :
S T E M & I N T E R N S H I P P R O G R A M A W A R E N E S S
B R A N D B U I L D I N G T H R O U G H S O C I A L M E D I A F O R A C O M M O N C A U S E
C O N T E N T M A R K E T I N G S T R A T E G Y F O R S T R A T E G I C T A L E N T A C Q U I S I T I O N
B U I L D I N G A T A L E N T C O M M U N I T Y F O R Y O U R M I S S I O N C R I T I C A L O C C U P A T I O N S
# R E D I
A T T R A C T I N G & B U I L D I N G A D I V E R S E
F E D E R A L W O R K F O R C E 2 0 1 5

2.
R E D I
• PATHWAYS & PMF
• ROTATIONAL ASSIGNMENTS / CAREER
DEVELOPMENT PROGRAMS
• DIVERSITY & INCLUSION
• EMERGING MEDIA & SCHEDULE A /
VETERANS PREFERENCE
• SPECIAL PROGRAMS: GOVERNANCE
AROUND THE USE OF SOCIAL MEDIA /
PRIVACY

3.
P O T E N T I A L A C T I V I T I E S F O R R E C R U I T M E N T
E N G A G E M E N T , D I V E R S I T Y & I N C L U S I O N
R E D I
• R E S O U R C E S F O R A M O B I L E F I R S T A P P R O A C H T O C A R E E R
W E B S I T E D E V E L O P M E N T
• J O B O P T I M I Z A T I O N F O R S E A R C H E N G I N E M A R K E T I N G A N D
E M E R G I N G M E D I A
• F U L L Y R E S P O N S I V E D I G I T A L B R A N D E C O S Y S T E M F O R
C A N D I D A T E A T T R A C T I O N , E N G A G E M E N T , S O U R C I N G V I A A
T A L E N T C O M M U N I T Y
• M O B I L E – A P P L Y

4.
R E C R U I T M E N T E N G A G E M E N T D I V E R S I T Y & I N C L U S I O N
R E D I R O A D M A P L I V E O N L I N E E V E N T I S C O M I N G 3 / 5 / 2 0 1 5
# A M E R I C A S W O R K F O R C E
• S T E P 1 R E C R U I T M E N T M A R K E T I N G = E M P L O Y E R B R A N D M A N A G E M E N T
• S T E P 2 E S T A B L I S H S O C I A L M E D I A R E C R U I T M E N T T O O L K I T
• S T E P 3 G I V E P R I V A T E S E C T O R G U I D A N C E - I N C L U D I N G U S E O F
B E H A V I O R A L T A R G E T I N G & M O D E L I N G D A T A S E T S
{ C H A N G E S N E E D E D T O K E E P I N L I N E W I T H P A P E R W O R K R E D U C T I O N A C T }
• S T E P 4 C O - C R E A T I O N O F C O N T E N T
• S T E P 5 E - M E N T O R I N G O R C O L L A B O R A T I O N & I D E A T I O N T O O L S
• S T E P 6 I N V E S T I G A T E A R T I F I C I A L I N T E L L I G E N C E F O R C A L L C E N T E R S
• S T E P 7 D E P L O Y T A L E N T C O M M U N I T I E S F O R P R E - S C R E E N E D
C A N D I D A T E S / C E R T S - S C H E D U L E A & C – M C O - D H A ’ S
• S T E P 8 C R E A T I N G A P A T H F R O M V O L U N T E E R I S M T O F T E S T A T U S
( E X P A N D & A M P L I F Y P M F / D H S C S V I / S F S / G S A 1 8 F )
• S T E P 9 T R A N S I T I O N C A R E E R S W E B S I T E S T O R W D
• S T E P 1 0 M A K E A D I F F E R E N C E I N L I N E W I T H M S P B
G O F O R W A R D W I T H R E D I - R E C R U I T , E N G A G E , A N D P R O M O T E D I V E R S I T Y &
I N C L U S I O N F O R T H E A M E R I C A N P U B L I C & T H E F E D E R A L W O R K F O R C E
• U S E
• D

5.
D R I V I N G O U T C O M E S
P I L O T P R O J E C T S T O I N V E S T I G A T E A T Y O U R A G E N C Y :
+ U S I N G B E H A V I O R A L T A R G E T I N G & M O D E L I N G D A T A S E T S
U S E D F O R F I N D I N G V E T E R A N S T O I N F O R M O N G O V T J O B S
+ T H E W A Y W E C O N D U CT R E D I O U T R E A C H U S I N G A N
E M P L O Y E R B R A N D R E S E A R C G B A S E D A P P R O A C H
+ C O N V E R S I O N R A T E S & M E T R I C S A S S O C I A T E D W I T H
S O C I A L , M O B I L E , A N D S E A R C H F R O M 2 B A P P L Y & S H A R E
A C T I O N S
+ A G I L E R E D I P I L O T I N 1 0 W E E K S T H A T C O U L D P R O V I D E :
E X A M I N A T I O N O F T H E U S E O F D I S R U P T I V E V S S U S T A I N I N G
H R T E C H N O L O G I E S :
( A G E N C Y I N N O V A T I O N S )
- ( V A ) A C X I O M D M P T O P R O A C T I V E L Y R E A C H V E T S
- ( D O D ) A R M Y S R G T S T A R _ A R T I F I C I A L I N T E L A G E N T
- ( C F P B ) - G I T H U B ) - I D E A T I O N / A N A L Y T I C S
- ( N G A ) - G I T H U B ) - M E N T O R I N G / M D 7 1 5 6 S I G M A
- ( C D C ) T B 2 . 0 C A R E E R S W E B S I T E C M , C A U S E & E G C
- ( D H S ) C S V I - N I C C S P O R T A L C O P - G A M I F I C A T I O N
- ( S A F A Q X D ) A Q U I S I T I O N W O R K F O R CE
- ( D H S ) C Y B E R F O R CE 2 0 1 5 G L O B A L H C S U M M I T
- ( O P M R + B S O L U T I O N S ) H R P R C A M P A I G N
- ( O P M H R S - R & D P I L O T ) U S A S T A F F I N G 2 . 0 O V E R L A Y O N T H E
P R E S E N T A T I O N L A Y E R F O R R N O / R O I M E T R I C S
D E S I R E D R E S U L T S
R E D U C E C AL L
C E N T E R AC T I V I T Y B Y
3 0 %
R E D U C E B AC K L O G S
O N C L AI M S
I N C R E AS E Q U AL I T Y &
Q U AN T I T Y O F
D I V E R S I T Y
C AN D I D A T E S
L O W E R C P H F O R M C O
O P M AS V AR O F H R
T O O L S & D I G I T AL
S E R V I C E S
H Y P O T H E S I S
R E S P O N S I V E H R T E C H N O L O G Y
B AS E D S O L U T I O N S I N F O R M E D
B Y B I G D AT A, D E S I G N E D W I T H A
M O B I L E F I R S T AP P R O AC H W I L L
E M P O W E R AG E N C I E S T O
B E T T E R AD D R E S S T H E
O B J E C T I V E S O F
E . O . 1 3 1 5 8 3 AS W E L L AS M E E T
T H E G O AL S E X P R E S S E D U N D E R
T H E P E O P L E & C U L T U R E C R O S S
AG E N C Y G O AL S AS O U T L I N E D
I N T H E P R E S I D E N T S '
M AN AG E M E N T AG E N D A.

6.
E X P A N D S T R A T E G I C O U T R E A C H
• Mission Critical Occupations:
HR, CYBER, PUBLIC HEALTH, ACQUISITION
E N A B L E A G E N C I E S T O R E C R U I T & H I R E T H E B E S T T A L E N T
detailed here

7.
L E V E R A G E A G I L E T O O L S & H R
T E C H N O L O G Y I N N O V A T I O N S

8.
E N A B L E A G E N C I E S

9.
D I G I T A L

10.
E M P L O Y E R B R A N D
M A N A G E M E N T

11.
F O U N D A T I O N F O R T H E E M P L O Y E R
B R A N D P L A T F O R M
E M P L O Y M E N T V A L U E P R O P O S I T I O N :

12.
A T T H E V E R Y C O R E
EVP
T H E E V P R E F L E C T S A N D S H A P E S T H E E M P L O Y M E N T
E X P E R I E N C E

13.
E V P

14.
A P P R O A C H
• We have categorized those
attributes that comprise the
employment experience.
• Eight major categories with
(58 subcategories) provide
the basis for comparing
research results and the
foundation for the employer
brand strategies.
• Subcategories noted are representative,
not inclusive of all 58.
C O M P E T I T O R P O S I T I O N I N G
A U D I T

15.
• How well a company delivers
on their employer brand
promise can be measured in
employee satisfaction.
• Scoring is derived from reviews
on OPM FEVS / IQ Other
sources e.g. Glassdoor. How
highly employees rate their
employer determines a
positioning score.
• Modeling Based on Scores that
range from 1-5: 1 being the
lowest and 5 being the highest

16.
C O N T E N T M A R K E T I N G
Unclassified Information

17.
C O N T E N T M A R K E T I N G

18.
C O N T E N T M A R K E T I N G

19.
Build Your Content playbook

20.
VIDEO CAN BE INTERACTIVE NOW SO….
Beyond use for Interviews try them
for assessments or to inform with
a decision tree that helps you to
spice up your Realistic Job Preview

21.
C H A R T T H E C A N D I D A T E P A T H W A Y
M A P T H E C O N V E R S I O N P R O C E S S

22.
M A P T H E C O N V E R S I O N P R O C E S S
D A T A D R I V E N A T T R I B U T I O N

23.
C A U S E M A R K E T I N G
T Y P E S
T H E L E A D I N G I S S U E S :
85% have a more positive
image of a product or
company when it supports
a cause they
Care About
88% say it is acceptable
for a company to involve a
cause or a issue in their
marketing
> 80% of Fortune 500
companies address
cause marketing on their
websites.

24.
U N I L E V E R
• http://youtu.be/w-7zIsveiJU
C A U S E M A R K E T I N G / C O N T E N T C R E A T I O N
E M P L O Y E E A F F I N I T Y G R O U P S

25.
I N 2 0 1 5
M I N O R I T Y
S T U D E N T S
M A K E U P A
M A J O R I T Y
F O R T H E
1 S T T I M E
4 8 %
A T T E N D I N G
U S P U B L I C
S C H O O L S )
http://www.clioawards.com/winners/2014/digital_technique/entry.cfm?entryid=201421849&ispartofcampaign=0&index=4

26.
Cookie-less Tracking Ad Serving Network & Audience Propensity Model Research

27.
Opt-In to Proximity Based Near Field Communications Using Phone Kiosks

28.
E.O. 13171 First Steps To Address Diversity & Inclusion By Service Areas

29.
Top Markets on LinkedIn for Veterans Outreach

30.
Facebook Video Ads for Recognition from Senior Leaders

31.
Reverse re-purposing your search optimized content for public service

32.
Tools like Find.ly or dynamic signal can help your turn
employees into brand ambassadors

33.
Apps like priority matrix can help you manage tasks and stay
organized to meet your recruitment strategy milestones

34.
Recruitment
Hiring Security / Suitability Orientation
Create Agency
Brand
Select and Train
Recruitment Team
(On-going)
Create Recruiting
and Staffing Plans
Identify Career
Patterns
Develop Marketing
Strategies
Cultivate
Relationships
Build Networks
(On-going)
Identify Agency-
Specific
Recruitment Cycles
(5 Days)
1 Oct1 Apr
6 Months Prior to FY Start
Budget Execution
Workforce Planning Recruitment
► 9 functions
► 180 to 270
days – specific to
the agency’s Human
Capital Strategic Plan
Evaluate and
Measure Recruiting,
Staffing and
Marketing Plans
(On-going)
Adjust Plan
(As required)
Source: 2009 OPM End 2 End Recruitment Roadmap
Source: Partnership for Public Service FMP CHCO Roadmap

35.
1 . R E S P O N S I V E L A N D I N G P A G E S O U T S I D E F I R E W A L L S
2 . B U I L D I N G T A L E N T C O M M U N I T I E S I S S U S T A I N A B L E
3 . L E V E R A G I N G A S S E S S M E N T S & G A M E S K E E P S T H E M E N G A G E D
4 . S E O / S E M , S O C I A L M E D I A , M O B I L E M A R K E T I N G L O W E R C P H
5 . E M P L O Y E R B R A N D M N G M T E X T E R N A L V A L I D A T I O N I S C R I T I C A L
6 . A R T I C U L A T I N G A W E L L D E F I N E D E V P S H O U L D G U I D E Y O U R
T O N E
7 . C A U S E & A S S O C I A T I O N M A R K E T I N G W I T H C O N T E N T
8 . R E T E N T I O N : R E C O G N I T I O N & E - M E N T O R I N G I S N O W S A A S
9 . S P E E D T I M E T O H I R E W E L L B E L O W 1 8 0 D A Y S T O G E T T H E B E S T
1 0 . U S A B I L I T Y & E A S E O F U S E F O R B O T H R E C R U I T E R S &
C A N D I D A T E S
Ten Things To Think About In Order to Re-Imagine
Federal Recruiting
L
TEN STEPS TO GET
REDI

36.
For more information
johnbersentes.com