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Effective Content Marketing for Recruiters
- 1. Effective Content Marketing For Recruiters
- 2. About The Speaker Jay Ramirez, Digital Sourcing Strategist, Talkpush More than 8 years of digital marketing and sales experience. Worked for a social media agency Worked for a talent & influencer marketing agency Worked for Facebook and Twitter Worked for a online media publisher Mentored at the Certified Digital Marketer Program of IMMAP
- 3. TODAY WE WILL DISCUSS: What is Content Marketing? What is Nurture Marketing? How do I make my content Viral? The Recruitment Funnel Creating a Candidate Persona How Do I Create Effective Content?
- 4. What is Content Marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action / favourable candidate response.
- 5. Data to Help Prove the Importance of Content Marketing Content is what advocates will share from your brand: Content influences and converts prospects: (Forrester) 10 pieces of content Content keeps the website fresh: Companies with an active blog report 97% more leads (Content+, 2013) During an average buyer’s journey, people engage with 10 pieces of content before contacting a sales representative Clicks from shared content are 5x more likely to result in a purchase (Content+, 2013)
- 6. Content Marketing is a marathon, not a sprint.
- 7. 3 KEY FACTORS THAT MAKES A CONTENT VIRAL 1. The Law of the Few Only a few exceptional people actually drive social epidemics and make them tip. Social epidemics are driven by the efforts of a handful of exceptional people. Its things like how sociable they are, or how energetic or knowledgeable or influential among their peers
- 8. 3 KEY FACTORS THAT MAKES A CONTENT VIRAL 2. The Stickiness Factor The message, idea or content should be highly persuasive and sticky enough to attain the contagious character. “You can’t get it out of your head. It sticks in your memory”.
- 9. 3 KEY FACTORS THAT MAKES A CONTENT VIRAL 3. The Power of Context The environment around us influences our behavior and thoughts and thus drives us to act similarly under certain conditions irrespective of the differences in our characters, values, principles, backgrounds, usual behavior and so on
- 11. WHAT IS LEAD NURTURING? Lead nurturing is the process of building relationships with the talent pool. This includes: interested applicants passive job seekers who are not yet ready to apply candidates who are not (yet) qualified talents who did not accept the job offer rejected applicants
- 13. NURTURE CAMPAIGN FLOW EXAMPLE
- 14. How To Create A Candidate Persona? A candidate persona is a concept borrowed from sales, marketing, and product development, all of which have been using personas to some degree for many years now. In the case of talent acquisition, a persona is a fictitious representation of your most typical candidate—who you're trying to recruit.
- 15. ASHLEY FULLER SOCIAL MEDIA STRATEGIST ABOUT 28 yrs HIGH SCHOOL GRADUATE INTERESTS Illustration, Photography, Food Styling PAIN POINTS Financial stability No work from home or freedom at her job. Spends a lot of money in the rent GOALS Wants to live the moment Always looking for authentic experiences A desire to express herself in the an art environment
- 16. TAYLOR BROWN IT HELPDESK ABOUT 26 yrs Bachelor Degree INTERESTS Gaming, social networks, soccer player PAIN POINTS Waiting response from recruitment sites Too many sites to apply with long forms to fill GOALS Get a job Practice his career Wants to figure out how to get in touch with someone at the company he wants to work for
- 17. MARÍA JOSE GARRO ANALYST ABOUT 28 yrs TECHNICIAN IN ACCOUNTING INTERESTS Leadership courses, zumba, food PAIN POINTS Far from her family More than 50 hrs of work per week She has 3 jobs GOALS Get a loan to buy her own place Get her mom’s Green Card Make a positive impact in her life
- 18. Types of Content There are so many different types, formats or subjects of content you can share in a nurture email, that it’s sometimes easy to get stuck and not know where to start. Use the list below to get the creative juices flowing: “Best workplace” or “Best employer” rankings and awards CSR-related news from your company Free tools that are relevant to the candidate’s field or a newsletter they might be interested in following Reports or ebooks developed by your company that are relevant to candidates’ field Live stream of a talk with a company recruiter or hiring manager Links to social pages that give a good inside view into your company culture Videos of interview simulations Questionnaires about candidates’ hobbies, travels, or anything that can help you learn more about them that you can’t automatically scrape from their social profiles Invitation to join your talent community
- 23. Job Advertising vs Full Engagement Experience
- 24. THANK YOU! Jay Ramirez Digital Sourcing Strategist, Talkpush +639175657647 jay.ramirez@talkpush.com
Editor's Notes
- Most of the concepts I will be sharing with you
- https://contentmarketinginstitute.com/what-is-content-marketing/ VALUABLE – it means that the content we are creating content that can equip and enable your candidates in making the decision to join your company. We will discuss later. RELEVANT – it means content has to be timely. It’s like news. A month old news may not be relevant to your readers anymore. CONSISTENT – it means we don’t focus on launching a one time campaign with an end in mind. It has to be an always on campaign with continuous refinement.
- Source: LinkedIn
- Key points from the book Tipping Point that can be related to viral marketing. A. “Connectors are people specialists. They connect people from all walks of life. They know a lot of people. They can easily make friends”. B. “Mavens are information specialists. They are data banks”. They seek and find information. They are usually the ones who get to know the ‘message’ initially. They take the message to the connectors and salesmen. “Connectors are social glue, they spread it”. C. “Salesmen are the persuaders”. They have the ability to convince people. Salesmen have the capability to ‘sell’ the idea.
- Key points from the book Tipping Point that can be related to viral marketing. A. “Connectors are people specialists. They connect people from all walks of life. They know a lot of people. They can easily make friends”. B. “Mavens are information specialists. They are data banks”. They seek and find information. They are usually the ones who get to know the ‘message’ initially. They take the message to the connectors and salesmen. “Connectors are social glue, they spread it”. C. “Salesmen are the persuaders”. They have the ability to convince people. Salesmen have the capability to ‘sell’ the idea.
- Key points from the book Tipping Point that can be related to viral marketing. A. “Connectors are people specialists. They connect people from all walks of life. They know a lot of people. They can easily make friends”. B. “Mavens are information specialists. They are data banks”. They seek and find information. They are usually the ones who get to know the ‘message’ initially. They take the message to the connectors and salesmen. “Connectors are social glue, they spread it”. C. “Salesmen are the persuaders”. They have the ability to convince people. Salesmen have the capability to ‘sell’ the idea.
- Great nurture campaigns make a difference. They create space for a personalized, two-way relationship between recruiters and candidates; as a result, recruiting teams go from simple job advertising to real candidate engagement. They are able to access a larger pool of candidates and to turn passive prospects into applicants, and even ambassadors of their Employer Brand. In other words, the flowchart we started with is right: yes, you should always nurture candidates.