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Employer Branding: Funnel Building with your Employer Brand

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Employer branding is often viewed as a project rather than an evergreen way to attract and retain talent. In this webinar, Iain Hamilton, In-house Consultant & Managing Director at People Traction, will offer an informative presentation on how to build talent acquisitions funnels using employer branding content and embracing a life-hack mindset.

Published in: Business

Employer Branding: Funnel Building with your Employer Brand

  1. 1. Funnel Building with your Employer Brand Iain Hamilton James Ellis With: Moderated by: TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended. Webinar will begin: 11:00 am, PDT TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1(415) 930-5321 Access Code: 602-684-236 Audio PIN: Shown after joining the webinar --OR--
  2. 2. About the Series 6 Education-packed sessions
  3. 3. About Iain Hamilton In-house Consultant & Managing Director, People Traction Based in Aberdeen, Iain currently works with clients throughout the U.K. and U.S. to launch in-house recruitment functions, employer branding projects and recruitment marketing campaigns using non-traditional recruitment technologies. A true talent acquisition evangelist and recruitment tech nerd. About James Ellis Senior Manager, Employer Branding at Groupon, Host of The Talent Cast (thetalentcast.com), @TheWarforTalent. James Ellis runs The Talent Cast podcast (found on iTunes, Google Play and wherever you get your podcasts) where he can be found doing deep dives all all things employer brand and recruitment marketing. He has years of experience helping companies of every size get smarter about their inbound recruiting to find and attract the best talent.  He is currently a Senior Manager at Groupon responsible for the global employer brand and its activation across all digital channels.
  4. 4. Funnel Building with your Employer Brand with Iain Hamilton Funnel Building with your Employer Brand • Why a career decision is very similar to the buyer's journey • How to create employer branding content to attract the right people • Why employer brand activation is essential • How to lead your talent pool through an experience funnel including the tech Iain uses • 5 ways you can make use of your user experience data
  5. 5. 5 Why?
  6. 6. Funnel Building with your Employer Brand with Iain Hamilton Aware Education Consideration Talent Acquisition Talent pool you know of Other Talent Employees
  7. 7. 7 The Buyers Journey
  8. 8. Funnel Building with your Employer Brand with Iain Hamilton The Buyers Journey Know Like Trust
  9. 9. Funnel Building with your Employer Brand with Iain Hamilton Motivators Personal Growth Professional Growth Value offered by employerValue to be offered by employee Work/Life CultureValues/Beliefs Value to be offered by employee Value offered by employer
  10. 10. Funnel Building with your Employer Brand with Iain Hamilton Job Ad Apply Interview Offer Job Ad/Approach Apply Interview Offer Do I know them? Is there career growth? Will they respect me? What do they stand for? Am I a team fit? Do they care for their community? Will I be able to offer value? Employer Brand
  11. 11. 11 Content Creation
  12. 12. Funnel Building with your Employer Brand with Iain Hamilton Polarising your Employer Brand Meh! Passionate Employer Brand Business Focus
  13. 13. Funnel Building with your Employer Brand with Iain Hamilton - Products and services - Thought leadership content - Career advice - Corporate social responsibility - Mission vision and values - People and team stories - Stories relevant to location and profession - Value proposition - WHY TA Education Consideration - 5 - 20 - 45
  14. 14. 14 Activation
  15. 15. 6 Funnel Building with your Employer Brand with Iain Hamilton
  16. 16. Funnel Building with your Employer Brand with Iain Hamilton - Workforce Plan - Talent pool research - Competitors - Content that engages - Social - Job boards - Print - Careers/non - Evergreen campaigns - Email - Stage relevant - Continued engagement - The right people - Quickly
  17. 17. 18 Toolkit
  18. 18. Funnel Building with your Employer Brand with Iain Hamilton -Activity with campaigns -Engagement on social -Visits to website -Funnel building -Engagement scoring
  19. 19. Funnel Building with your Employer Brand with Iain Hamilton Pixels and Promotion
  20. 20. Funnel Building with your Employer Brand with Iain Hamilton
  21. 21. Funnel Building with your Employer Brand with Iain Hamilton
  22. 22. Funnel Building with your Employer Brand with Iain Hamilton
  23. 23. 24 In Action
  24. 24. Funnel Building with your Employer Brand with Iain Hamilton
  25. 25. Funnel Building with your Employer Brand with Iain Hamilton
  26. 26. Funnel Building with your Employer Brand with Iain Hamilton Strategy - Aligning your activity to workforce plan Compliance - Data protection/GDPR compliance Improvement - Ever increasing engagement through data Demographics - Talent pipeline intelligence Engagement Scoring - Know how engaged you pipeline is
  27. 27. 28 Don't Miss the Next Session!
  28. 28. Q&A
  29. 29. 30 Don't Miss the Next Session!

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