Data Driven Digital Strategies for Recruitment Marketing

Adam Monago
Adam MonagoDigital Marketing and Strategy Leader
@adammonago#ERE16
Data Driven Digital
Strategies for Recruitment
Marketing
ERE Media Spring 2016 Conference
www.adammonago.com
ADAMMONAGO
@adammonago#ERE16 2Image Credit: Dustin Lee
Recruiters as Marketers
@adammonago#ERE16
DISCOVER & LEARN
3
Online
INTEREST
COMPARE & CONSIDER
COMMIT
Reimagining the Marketing Funnel
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
@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
@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
Diving In
Photo Credit: Anna Popović
@adammonago#ERE16 8
Qualitative
Enrich The Experience
Quantitative
Determine Where to
Have Maximum Impact
Data, Applied
@adammonago#ERE16 9
Activate the Passive
10
COMPARE & CONSIDER
COMMIT
Ask the Hard Questions Early
11
Content
Strategy for
Candidate
Journeys
Photo Credit: UNCG Research, 2014
@adammonago#ERE16
Empathy Mapping
Thinking and Feeling
Seeing
Hearing
Pains and Gains
12
@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
@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
@adammonago#ERE16 15
Communicating With Video
@adammonago#ERE16 16
Curate Create Customize
The 3 C’s of Content Strategy
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
@adammonago#ERE16
Thank You
ADAMMONAGO
www.adammonago.com
www.linkedin.com/in/adammonago
@adammonago
www.adammonago.com
1 of 18

Recommended

How to Integrate Employee Advocacy Into Your Marketing Strategy by
How to Integrate Employee Advocacy Into Your Marketing StrategyHow to Integrate Employee Advocacy Into Your Marketing Strategy
How to Integrate Employee Advocacy Into Your Marketing StrategyLinkedIn
1.9K views24 slides
The Key to Recruiting Talent: Showcasing Your Company's Unique Strengths by
The Key to Recruiting Talent: Showcasing Your Company's Unique StrengthsThe Key to Recruiting Talent: Showcasing Your Company's Unique Strengths
The Key to Recruiting Talent: Showcasing Your Company's Unique StrengthsLinkedIn Talent Solutions
2.2K views33 slides
Live from LinkedIn: The Secret Sauce to Marketing on LinkedIn by
Live from LinkedIn: The Secret Sauce to Marketing on LinkedInLive from LinkedIn: The Secret Sauce to Marketing on LinkedIn
Live from LinkedIn: The Secret Sauce to Marketing on LinkedInLinkedIn
4.7K views42 slides
Chapter 3 Introduction to Local SEO (Search Engine Optimization) by
Chapter 3 Introduction to Local SEO (Search Engine Optimization)Chapter 3 Introduction to Local SEO (Search Engine Optimization)
Chapter 3 Introduction to Local SEO (Search Engine Optimization)Page Locus
1.2K views18 slides
Masterclass: Advanced Strategies on LinkedIn [New York] by
Masterclass: Advanced Strategies on LinkedIn [New York]Masterclass: Advanced Strategies on LinkedIn [New York]
Masterclass: Advanced Strategies on LinkedIn [New York]LinkedIn
2.1K views139 slides
Chapter 8 : SEO Content Marketing Strategy by Pagelocus.com by
Chapter 8  : SEO Content Marketing Strategy by Pagelocus.comChapter 8  : SEO Content Marketing Strategy by Pagelocus.com
Chapter 8 : SEO Content Marketing Strategy by Pagelocus.comPage Locus
1.8K views15 slides

More Related Content

What's hot

The 2018 State of Digital Marketing by
The 2018 State of Digital MarketingThe 2018 State of Digital Marketing
The 2018 State of Digital MarketingSilverTech
76.5K views42 slides
Prospect Nurturing by
Prospect Nurturing Prospect Nurturing
Prospect Nurturing LinkedIn
6.9K views21 slides
Sponsored InMail: Best Practices & Gallery of Examples by
Sponsored InMail: Best Practices & Gallery of ExamplesSponsored InMail: Best Practices & Gallery of Examples
Sponsored InMail: Best Practices & Gallery of ExamplesLinkedIn
12.8K views24 slides
Masterclass: Advanced Strategies on LinkedIn [Boston] by
Masterclass: Advanced Strategies on LinkedIn [Boston]Masterclass: Advanced Strategies on LinkedIn [Boston]
Masterclass: Advanced Strategies on LinkedIn [Boston]LinkedIn
2.4K views115 slides
Do you love your job? The role of employee engagement by
Do you love your job? The role of employee engagementDo you love your job? The role of employee engagement
Do you love your job? The role of employee engagementB2B Marketing
506 views32 slides
Jobvite Summit'15 Chicago: Breakout Session - Social Recruiting Unplugged by
Jobvite Summit'15 Chicago: Breakout Session - Social Recruiting UnpluggedJobvite Summit'15 Chicago: Breakout Session - Social Recruiting Unplugged
Jobvite Summit'15 Chicago: Breakout Session - Social Recruiting UnpluggedJobvite
1.4K views37 slides

What's hot(20)

The 2018 State of Digital Marketing by SilverTech
The 2018 State of Digital MarketingThe 2018 State of Digital Marketing
The 2018 State of Digital Marketing
SilverTech76.5K views
Prospect Nurturing by LinkedIn
Prospect Nurturing Prospect Nurturing
Prospect Nurturing
LinkedIn6.9K views
Sponsored InMail: Best Practices & Gallery of Examples by LinkedIn
Sponsored InMail: Best Practices & Gallery of ExamplesSponsored InMail: Best Practices & Gallery of Examples
Sponsored InMail: Best Practices & Gallery of Examples
LinkedIn12.8K views
Masterclass: Advanced Strategies on LinkedIn [Boston] by LinkedIn
Masterclass: Advanced Strategies on LinkedIn [Boston]Masterclass: Advanced Strategies on LinkedIn [Boston]
Masterclass: Advanced Strategies on LinkedIn [Boston]
LinkedIn2.4K views
Do you love your job? The role of employee engagement by B2B Marketing
Do you love your job? The role of employee engagementDo you love your job? The role of employee engagement
Do you love your job? The role of employee engagement
B2B Marketing506 views
Jobvite Summit'15 Chicago: Breakout Session - Social Recruiting Unplugged by Jobvite
Jobvite Summit'15 Chicago: Breakout Session - Social Recruiting UnpluggedJobvite Summit'15 Chicago: Breakout Session - Social Recruiting Unplugged
Jobvite Summit'15 Chicago: Breakout Session - Social Recruiting Unplugged
Jobvite1.4K views
The Power of Media and Content by LinkedIn Europe
The Power of Media and ContentThe Power of Media and Content
The Power of Media and Content
LinkedIn Europe2.2K views
SEO Tactics to Love vs. Leave by Rand Fishkin
SEO Tactics to Love vs. LeaveSEO Tactics to Love vs. Leave
SEO Tactics to Love vs. Leave
Rand Fishkin263.2K views
Socially Engaged Staffing Firms - event Benelux Staffing LinkedIn 17112015 by Alex Charraudeau
Socially Engaged Staffing Firms - event Benelux Staffing LinkedIn 17112015Socially Engaged Staffing Firms - event Benelux Staffing LinkedIn 17112015
Socially Engaged Staffing Firms - event Benelux Staffing LinkedIn 17112015
Alex Charraudeau515 views
How LinkedIn is Adapting its Platform by LinkedIn
How LinkedIn is Adapting its PlatformHow LinkedIn is Adapting its Platform
How LinkedIn is Adapting its Platform
LinkedIn7.3K views
LinkedIn Guide for Online Schools by LinkedIn
LinkedIn Guide for Online SchoolsLinkedIn Guide for Online Schools
LinkedIn Guide for Online Schools
LinkedIn1.5K views
Digital marketing specialist farhana sharmin by Farhana sharmin
Digital marketing specialist   farhana sharminDigital marketing specialist   farhana sharmin
Digital marketing specialist farhana sharmin
Farhana sharmin48 views
India product updates – January – March, 2018 | LinkedIn Talent Solutions by LinkedIn India
India product updates – January – March, 2018 | LinkedIn Talent SolutionsIndia product updates – January – March, 2018 | LinkedIn Talent Solutions
India product updates – January – March, 2018 | LinkedIn Talent Solutions
LinkedIn India2.3K views
9 ways to hire great programmers by Arpit Mishra
9 ways to hire great programmers9 ways to hire great programmers
9 ways to hire great programmers
Arpit Mishra166 views

Viewers also liked

The Future of Recruiting is in the Cloud (ERE Fall 2008) by
The Future of Recruiting is in the Cloud (ERE Fall 2008)The Future of Recruiting is in the Cloud (ERE Fall 2008)
The Future of Recruiting is in the Cloud (ERE Fall 2008)Michael Marlatt
8.5K views144 slides
Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty... by
Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty...Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty...
Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty...LinkedIn Talent Solutions
572 views91 slides
Digital recruitment strategies to attract top talent by
Digital recruitment strategies to attract top talentDigital recruitment strategies to attract top talent
Digital recruitment strategies to attract top talentMargaret Buj
2.7K views86 slides
Candidate behavior has changed - has your hiring? | Talent Connect 2016 by
Candidate behavior has changed - has your hiring? | Talent Connect 2016Candidate behavior has changed - has your hiring? | Talent Connect 2016
Candidate behavior has changed - has your hiring? | Talent Connect 2016LinkedIn Talent Solutions
637 views18 slides
2016 Candidate Trends in Southeast Asia [Webcast] by
2016 Candidate Trends in Southeast Asia [Webcast]2016 Candidate Trends in Southeast Asia [Webcast]
2016 Candidate Trends in Southeast Asia [Webcast]LinkedIn Talent Solutions
2.3K views29 slides
Ultimate candidate sourcing hacks | Talent Connect 2016 by
Ultimate candidate sourcing hacks | Talent Connect 2016Ultimate candidate sourcing hacks | Talent Connect 2016
Ultimate candidate sourcing hacks | Talent Connect 2016LinkedIn Talent Solutions
1.5K views80 slides

Viewers also liked(9)

The Future of Recruiting is in the Cloud (ERE Fall 2008) by Michael Marlatt
The Future of Recruiting is in the Cloud (ERE Fall 2008)The Future of Recruiting is in the Cloud (ERE Fall 2008)
The Future of Recruiting is in the Cloud (ERE Fall 2008)
Michael Marlatt8.5K views
Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty... by LinkedIn Talent Solutions
Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty...Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty...
Millennial Myths: They are not unique or the lazy, entitled, spoiled stereoty...
Digital recruitment strategies to attract top talent by Margaret Buj
Digital recruitment strategies to attract top talentDigital recruitment strategies to attract top talent
Digital recruitment strategies to attract top talent
Margaret Buj2.7K views
The Search Landscape in 2017 by Rand Fishkin
The Search Landscape in 2017The Search Landscape in 2017
The Search Landscape in 2017
Rand Fishkin98.1K views
The Science of Talent Attraction: What Matters to Modern Candidates and What ... by Snag
The Science of Talent Attraction: What Matters to Modern Candidates and What ...The Science of Talent Attraction: What Matters to Modern Candidates and What ...
The Science of Talent Attraction: What Matters to Modern Candidates and What ...
Snag1.3K views

Similar to Data Driven Digital Strategies for Recruitment Marketing

Engagio and Norwest Partners: Account Based Everything, Nov 2016 by
Engagio and Norwest Partners: Account Based Everything, Nov 2016Engagio and Norwest Partners: Account Based Everything, Nov 2016
Engagio and Norwest Partners: Account Based Everything, Nov 2016Engagio
219 views44 slides
How to Create Personas by
How to Create PersonasHow to Create Personas
How to Create PersonasIan Hughes
101 views39 slides
How to Create Personas by
How to Create PersonasHow to Create Personas
How to Create PersonasSilverTech
76 views39 slides
8 ways to get more website traffic using social media 10.06.16 by
8 ways to get more website traffic using social media 10.06.168 ways to get more website traffic using social media 10.06.16
8 ways to get more website traffic using social media 10.06.16Kenny Soto
285 views83 slides
Link Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) Ahead by
Link Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) AheadLink Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) Ahead
Link Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) AheadPat Ahern
179 views38 slides
Branding Every Touchpoint: Bringing Your Culture to Your Candidates by
Branding Every Touchpoint: Bringing Your Culture to Your CandidatesBranding Every Touchpoint: Bringing Your Culture to Your Candidates
Branding Every Touchpoint: Bringing Your Culture to Your CandidatesJWTINSIDE
267 views51 slides

Similar to Data Driven Digital Strategies for Recruitment Marketing(20)

Engagio and Norwest Partners: Account Based Everything, Nov 2016 by Engagio
Engagio and Norwest Partners: Account Based Everything, Nov 2016Engagio and Norwest Partners: Account Based Everything, Nov 2016
Engagio and Norwest Partners: Account Based Everything, Nov 2016
Engagio219 views
How to Create Personas by Ian Hughes
How to Create PersonasHow to Create Personas
How to Create Personas
Ian Hughes101 views
How to Create Personas by SilverTech
How to Create PersonasHow to Create Personas
How to Create Personas
SilverTech76 views
8 ways to get more website traffic using social media 10.06.16 by Kenny Soto
8 ways to get more website traffic using social media 10.06.168 ways to get more website traffic using social media 10.06.16
8 ways to get more website traffic using social media 10.06.16
Kenny Soto285 views
Link Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) Ahead by Pat Ahern
Link Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) AheadLink Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) Ahead
Link Building in 2017: 3 Untapped Secrets to Get You (and Your Clients) Ahead
Pat Ahern179 views
Branding Every Touchpoint: Bringing Your Culture to Your Candidates by JWTINSIDE
Branding Every Touchpoint: Bringing Your Culture to Your CandidatesBranding Every Touchpoint: Bringing Your Culture to Your Candidates
Branding Every Touchpoint: Bringing Your Culture to Your Candidates
JWTINSIDE267 views
How to Create Personas by SilverTech
How to Create PersonasHow to Create Personas
How to Create Personas
SilverTech126 views
Everything you wanted to know about Social Media Marketing by Jon Payne
Everything you wanted to know about Social Media MarketingEverything you wanted to know about Social Media Marketing
Everything you wanted to know about Social Media Marketing
Jon Payne466 views
Making the Case for Using Social Media in Recruiting by Jennifer McClure
Making the Case for Using Social Media in RecruitingMaking the Case for Using Social Media in Recruiting
Making the Case for Using Social Media in Recruiting
Jennifer McClure1K views
Workshop for staffing leaders: Lead generation with social media by LinkedIn Italia
Workshop for staffing leaders: Lead generation with social mediaWorkshop for staffing leaders: Lead generation with social media
Workshop for staffing leaders: Lead generation with social media
LinkedIn Italia1.4K views
Executing SEO The Proper Way | Quantum by Christopher Hall
Executing SEO The Proper Way | QuantumExecuting SEO The Proper Way | Quantum
Executing SEO The Proper Way | Quantum
Christopher Hall172 views
The New Rules Of The Web 2 by Synergy Buzz
The New Rules Of The Web 2The New Rules Of The Web 2
The New Rules Of The Web 2
Synergy Buzz224 views
autoAbode report by chanchal sharma (76),MB by Chanchal Sharma
autoAbode report by chanchal sharma (76),MBautoAbode report by chanchal sharma (76),MB
autoAbode report by chanchal sharma (76),MB
Chanchal Sharma383 views
The Designer Role in a Startup (Fearless x Founders Factory Africa, Sep 2020) by Lewis Ngugi
The Designer Role in a Startup (Fearless x Founders Factory Africa, Sep 2020)The Designer Role in a Startup (Fearless x Founders Factory Africa, Sep 2020)
The Designer Role in a Startup (Fearless x Founders Factory Africa, Sep 2020)
Lewis Ngugi155 views
10 sourcing trends balazs paroczay sosude 2017 by Balazs Paroczay
10 sourcing trends balazs paroczay sosude 201710 sourcing trends balazs paroczay sosude 2017
10 sourcing trends balazs paroczay sosude 2017
Balazs Paroczay100 views
PMG Social Media by 360pmg
PMG Social MediaPMG Social Media
PMG Social Media
360pmg236 views
Creating Sustainable Digital Experiences by Delvinia
Creating Sustainable Digital ExperiencesCreating Sustainable Digital Experiences
Creating Sustainable Digital Experiences
Delvinia 1.1K views
Managing Talent - Future of Work Institute by Paul Kingston
Managing Talent - Future of Work InstituteManaging Talent - Future of Work Institute
Managing Talent - Future of Work Institute
Paul Kingston149 views

More from Adam Monago

Supercharging Your SEO Strategy With TrackMaven by
Supercharging Your SEO Strategy With TrackMavenSupercharging Your SEO Strategy With TrackMaven
Supercharging Your SEO Strategy With TrackMavenAdam Monago
770 views25 slides
Account-Based Content Marketing: Building an effective content strategy to su... by
Account-Based Content Marketing: Building an effective content strategy to su...Account-Based Content Marketing: Building an effective content strategy to su...
Account-Based Content Marketing: Building an effective content strategy to su...Adam Monago
2.9K views24 slides
10x Content: What it is and Why it Matters by
10x Content: What it is and Why it Matters10x Content: What it is and Why it Matters
10x Content: What it is and Why it MattersAdam Monago
22.1K views47 slides
10x Content: What It Is and Why It Matters by
10x Content: What It Is and Why It Matters10x Content: What It Is and Why It Matters
10x Content: What It Is and Why It MattersAdam Monago
1.9K views44 slides
Agile Analysis, Not Fragile Analysis by
Agile Analysis, Not Fragile AnalysisAgile Analysis, Not Fragile Analysis
Agile Analysis, Not Fragile AnalysisAdam Monago
910 views25 slides
Applying Agile to Multi-Team Projects - April 2010 by
Applying Agile to Multi-Team Projects - April 2010Applying Agile to Multi-Team Projects - April 2010
Applying Agile to Multi-Team Projects - April 2010Adam Monago
1.2K views28 slides

More from Adam Monago(9)

Supercharging Your SEO Strategy With TrackMaven by Adam Monago
Supercharging Your SEO Strategy With TrackMavenSupercharging Your SEO Strategy With TrackMaven
Supercharging Your SEO Strategy With TrackMaven
Adam Monago770 views
Account-Based Content Marketing: Building an effective content strategy to su... by Adam Monago
Account-Based Content Marketing: Building an effective content strategy to su...Account-Based Content Marketing: Building an effective content strategy to su...
Account-Based Content Marketing: Building an effective content strategy to su...
Adam Monago2.9K views
10x Content: What it is and Why it Matters by Adam Monago
10x Content: What it is and Why it Matters10x Content: What it is and Why it Matters
10x Content: What it is and Why it Matters
Adam Monago22.1K views
10x Content: What It Is and Why It Matters by Adam Monago
10x Content: What It Is and Why It Matters10x Content: What It Is and Why It Matters
10x Content: What It Is and Why It Matters
Adam Monago1.9K views
Agile Analysis, Not Fragile Analysis by Adam Monago
Agile Analysis, Not Fragile AnalysisAgile Analysis, Not Fragile Analysis
Agile Analysis, Not Fragile Analysis
Adam Monago910 views
Applying Agile to Multi-Team Projects - April 2010 by Adam Monago
Applying Agile to Multi-Team Projects - April 2010Applying Agile to Multi-Team Projects - April 2010
Applying Agile to Multi-Team Projects - April 2010
Adam Monago1.2K views
Managing Agile Projects With Mingle by Adam Monago
Managing Agile Projects With MingleManaging Agile Projects With Mingle
Managing Agile Projects With Mingle
Adam Monago1K views
Responsive Delivery by Adam Monago
Responsive DeliveryResponsive Delivery
Responsive Delivery
Adam Monago1.1K views
Beyond the Scrum - I by Adam Monago
Beyond the Scrum - IBeyond the Scrum - I
Beyond the Scrum - I
Adam Monago1.1K views

Data Driven Digital Strategies for Recruitment Marketing

Editor's Notes

  1. 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.
  2. 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.
  3. • 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.
  4. 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
  5. 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.
  6. 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.
  7. 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.
  8. • 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
  9. Content strategy for every business will be different. How did we determine what kind of content we needed?
  10. 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.
  11. 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.
  12. 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.
  13. 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
  14. 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.
  15. 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