1.
@adammonago#ERE16
Data Driven Digital
Strategies for Recruitment
Marketing
ERE Media Spring 2016 Conference
www.adammonago.com
ADAMMONAGO

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

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

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

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@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.
@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
Diving In
Photo Credit: Anna Popović

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@adammonago#ERE16 8
Qualitative
Enrich The Experience
Quantitative
Determine Where to
Have Maximum Impact
Data, Applied

9.
@adammonago#ERE16 9
Activate the Passive

10.
10
COMPARE & CONSIDER
COMMIT
Ask the Hard Questions Early

11.
11
Content
Strategy for
Candidate
Journeys
Photo Credit: UNCG Research, 2014

12.
@adammonago#ERE16
Empathy Mapping
Thinking and Feeling
Seeing
Hearing
Pains and Gains
12

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@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.
@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
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DISCOVER & LEARN
COMPARE & CONSIDER
INTEREST
COMMIT

15.
@adammonago#ERE16 15
Communicating With Video

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@adammonago#ERE16 16
Curate Create Customize
The 3 C’s of Content Strategy

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.
@adammonago#ERE16
Thank You
ADAMMONAGO
www.adammonago.com
www.linkedin.com/in/adammonago
@adammonago
www.adammonago.com