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Data Driven Digital Strategies for Recruitment Marketing

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@adammonago#ERE16
Data Driven Digital
Strategies for Recruitment
Marketing
ERE Media Spring 2016 Conference
www.adammonago...

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@adammonago#ERE16 2Image Credit: Dustin Lee
Recruiters as Marketers

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@adammonago#ERE16
DISCOVER & LEARN
3
Online
INTEREST
COMPARE & CONSIDER
COMMIT
Reimagining the Marketing Funnel

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Data Driven Digital Strategies for Recruitment Marketing

  1. 1. @adammonago#ERE16 Data Driven Digital Strategies for Recruitment Marketing ERE Media Spring 2016 Conference www.adammonago.com ADAMMONAGO
  2. 2. @adammonago#ERE16 2Image Credit: Dustin Lee Recruiters as Marketers
  3. 3. @adammonago#ERE16 DISCOVER & LEARN 3 Online INTEREST COMPARE & CONSIDER COMMIT Reimagining the Marketing Funnel
  4. 4. Fans of Our CulturePASSIVE (Website, Blogs, Social Media) 4 COMMIT (Recent Hires & Non- Accepted Offers) 9-18M onths Many Questions Not Answered Until Late in Interview Process Most Successful Candidates & Late Stage Fails
  5. 5. @adammonago#ERE16 5 Will the company support my local community causes? Do I know anyone who works there? What is it like to be a designer on one of their teams? What are the people I’ll work with actually like? What does total compensation look like? What do the employees think about working there? Data Is All Around Us
  6. 6. @adammonago#ERE16 6 Identify Earlier Provide Opportunities to Opt-In Content Designed to “Activate”
 Career paths for business facing roles Total compensation Stories about impact for non- developers Answer Key Questions Before Interviews Address the Frequently Unasked Questions (FUQ’s) Passive Candidates Active Candidates Content Strategy Our Hypotheses
  7. 7. 7 Diving In Photo Credit: Anna Popović
  8. 8. @adammonago#ERE16 8 Qualitative Enrich The Experience Quantitative Determine Where to Have Maximum Impact Data, Applied
  9. 9. @adammonago#ERE16 9 Activate the Passive
  10. 10. 10 COMPARE & CONSIDER COMMIT Ask the Hard Questions Early
  11. 11. 11 Content Strategy for Candidate Journeys Photo Credit: UNCG Research, 2014
  12. 12. @adammonago#ERE16 Empathy Mapping Thinking and Feeling Seeing Hearing Pains and Gains 12
  13. 13. @adammonago#ERE16 13 Recruiters and Talent Sourcers Marketer Head of Operations Social Media Strategist •Everyone puts themselves in the position of the candidate •Generate lots of ideas (divergent thinking) •Narrow down and prioritize options (convergent thinking) •Iterative and Incremental Content Strategist Build Your Map With A Cross-Functional Team
  14. 14. @adammonago#ERE16 Bringing it All Together The questions we want to help them answer The experience we want them to have The content we need to deliver the experience 14 DISCOVER & LEARN COMPARE & CONSIDER INTEREST COMMIT
  15. 15. @adammonago#ERE16 15 Communicating With Video
  16. 16. @adammonago#ERE16 16 Curate Create Customize The 3 C’s of Content Strategy
  17. 17. Adam Monago adammonago.com @adammonago Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover 20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital Passionate about #analytics, #martech, #seo, #contentstrategy and #design Writing and public speaking on digital strategy and content marketing 17 @adammonago#ERE16 About me
  18. 18. @adammonago#ERE16 Thank You ADAMMONAGO www.adammonago.com www.linkedin.com/in/adammonago @adammonago www.adammonago.com

Editor's Notes

  • For at least five years, recruiters like you have been told that you need to think more like marketers. The market has changed and the challenge is unavoidable, as the pitch goes.

    You want to be at the forefront of your game. So you try to speak the language of the marketer. You ask members of your team to be more social. You talk about how you can nurture better candidates.

    Still, nothing seems to change.
    This is the story of my team’s journey to incorporate digital marketing tactics into our recruitment thinking.
  • There are a couple of distinct moments that happen in your brain before your path to purchase begins. Great marketers know this. Most often they happen without you realizing. There is the moment you become aware that you have a particular want. Then there is the moment that you become aware of a brand in the market that might be able to deliver upon that.
  • • Analysis of our most successful candidates
    ◦ Using our Marketo marketing automation platform, we were able to determine that the majority of our accepted offers came from individuals who had actually been in our universe (visiting our website, reading blogs and other content) for 9-18 months before ever applying. They were incredibly passive.
  • The New Reality
    In Marketing we call this the Zero Moment of Truth (ZMOT)
    We look online for research and social proof before we engage with brands
    Content is the first responder

  • Passive candidates could be activated earlier on 
    Active candidates in targeted segments could be reached via a more deliberate content strategy
    The existing funnel could be optimized through more strategic content creation.
  • Facebook, Twitter and LinkedIn are not going away. These will continue to be excellent places to learn about your prospective hires. They are not the only place to do so. To get the answers to certain questions, step outside the boundaries of the popular sites.

    In my experience, reviews on Glassdoor can be a treasure trove of information. Take each one with a grain of salt, and recognize that each one offers you some truth. They are a window into the way your organization looks to applicants and employees. In our reviews, we learned that our website should have more content about the nature of our projects. Applicants wanted to understand the amount of travel expected of them. Finally, they wanted to understand the total compensation packages for our staff.

    You are trying to attract good candidates. You also want to allow candidates who might not be a fit to qualify themselves out of the process.
  • We are all often open to new possibilities, even when we are not looking for an opportunity.

    Give people the ability to opt-in once they do hit that AhA! moment. Note our Technology Radar Subscription Example.
  • • Research of the Common Objections of late stage dropouts revealed a number of reasons.  We pulled these from samplings of interview notes in our ATS and a number of direct face to face interviews with individuals who were recently hired.
    ▪ Travel Realities
    ▪ Beach Time
    ▪ Team Structure
    ▪ Not familiar with consulting business
  • Content strategy for every business will be different.
    How did we determine what kind of content we needed?
  • We utilized the Empathy Mapping approach pioneered by the team at XPLANE.
    In this exercise, you explore your customer segment by putting yourself in their frame of mind, and exploring what they are Thinking and Feeling, Seeing, Hearing, their Pains and their potential Gains.
  • We found that to do Empathy Mapping effectively, you needed to have a cross-functional team in place.
    This meant including people from the recruiting function as well as Marketing, Social Media, Technology and Content Strategy.
  • Pulling it all together.
    Our proposed canvas.
    Based on the canvas created by the folks at This Is Service Design Thinking, but tailored to our needs.
  • Video played a large part in our content strategy. You can read more about it on the Wistia blog: http://wistia.com/blog/recruiting-with-video
  • Curate - We started off by providing resources from other websites and publications by way of an email nurture and curated social media feeds.
    Create - We moved into creating videos and other guides for targeted segments.
    Customize - We worked on crafting customized messages to outreach and nurture candidates that were important to us.
  • Adam Monago
    adammonago.com
    @adammonago

    Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover

    20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital

    Passionate about #analytics, #martech, #seo, #contentstrategy and #design

    Writing and public speaking on digital strategy and content marketing

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