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Data Driven Digital Strategies for Recruitment Marketing


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Presented by @adammonago of @TrackMaven at the ERE Media Spring 2016 Conference in Las Vegas.

Published in: Recruiting & HR
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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 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 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 @adammonago