The document provides details on generating video content from a talent solutions event with almost 700 clients and prospects. It outlines a plan to conduct dedicated video interviews and capture photos and videos from the event to create engaging content. The content will include short videos, slideshare decks, blogs, and infographics showcasing topics of interest to various personas like recruiters, HR managers, and business owners. Speakers and customers will be interviewed on topics like employer branding, talent acquisition best practices, and using LinkedIn recruiting tools. Roving reporters will also capture vox pops and customer anecdotes from the event.
Generating More and Relevant Visual by Virginia Sharma
1. 1
Generating More and Relevant Visual
Content from a Single Event
Case Study
#DMAICMC
2. Talent Solutions Personas
SMB Enterprise Staffing
Owen the
Owner
June the
Juggler
Adam the
Ambitious
Sally the Scout
Pete the Placer
Billy the Boss
Rose the
Recruiter
HR Director/ Chief Talent Officer/
Head of Human Capital Division,
or similar Decision Maker title
HR Manager/ Talent Acquisition
Manager / Recruitment Specialist
or Generalist
CHRO, someone who oversees
all HR functions and reports to
CEO/ Board of Directors
Owner, Partner, Decision Maker
at a small-medium enterprise
HR Manager/ Operations
Manager – someone with direct
HR responsibilities, at a small-
medium enterprise
CEO/ COO/ MD at a large
staffing agency with 100
employees or more
Owners/ CEO’s/ MD’s/ Partners
at small staffing firms with 10
employees or less
Dave the
Deputy
Sr Executive (e.g. COO/CFO)
Works closely with the owner,
CEO, assisted by HR
administrator
3. Talent Connect is the largest
recruiting event in APAC with almost 700 clients &
prospects & US$25m+ in revenue opportunity
4. 4
The Approach
Dedicated Video Interview Room Roving Reporter/ Photographer Scribe
+ Interview select customers/
speakers to create video
content/ video webinars
specifically around consideration
and comparison stage of the
buyer journey
+ Interview select customers
based on organization/
availability during the course of
day in an informal manner
+ Focus on byte sized short
videos and pictures which
capture the atmosphere of the
event, how customers have
benefited from LinkedIn
products and their feedback on
the event
+ Take notes ( especially of
running quotes by presenters
and anecdotes which are not
present in charts)
+ These then to be used in
conjunction with track session
charts to build engaging
slideshare decks on the principle
of storytelling
• Capture vignettes to create the event highlight video
• Capture humour content to drive engagement and sharing
5. Video Room Plan
Main
Video
Filming
Centre
Speaker/
Customer
Topic
Persona
Journey
Stage
Primary
Content
Format
Secondary
Related
content
Pat
Wadors,
Senior
VP
,
HR
LinkedIn
How
do
you
create
a
strong
employee
culture
in
your
organisa=on
by
building
your
employer
brand
Adam/
Owen
Considera=on
/
Comparison
Video-‐
point
of
view
Blog/
Slideshare/
Infographic
Glenn
Keys,
Execu=ve
Director,
Aspen
Medical
Glenn
has
minimal
=me
so
roving
mike
+
Craig
Currie
interview
+
Aspen
field
footage
How
you
aPract
talent
through
mission
driven
&
value
based
EVP.
(Glenn
corp
social
responsibility
focus
drives
EVP)
Adam/
Owen
Awareness
Video-‐
point
of
view
eBook/
Slideshare/Blog
Jill
Riopelle,
Global
Head
of
Recrui=ng,
Airbnb
+
local
rep?
(mark
asking)
How
Airbnb
structured
recruitment
for
success
in
a
hyper-‐growth
environment
Adam/
Sally
/
June
Considera=on
/
Comparison
Video
(Webinar)
Interview
format
with
Virginia
Sharma
Infographic/
Blog/
Slideshare/
eBook
6. Video Room Plan
Josh Coulson,
Insights Manager,
APAC, LinkedIn
How LinkedIn insights can
help you engage core
talent in your specific
industry and get a head-
start against your
competitors in the race for
talent
Sally/ June
Comparison/
Consideration
Video
( webinar) with
Presentation
charts edited
eBook/
Slideshare/Blog/
infographic
Finuala Hattori, Vice
President Talent
Acquisition,
APJ, SAP Asia
How SAP grooms &
retains their best talent for
ongoing success
Adam / Sally
Awareness
Video - Point
of view
Blog/
Infographic/
Slideshare
Oliver Garside,
Customer Education
Consultant, Linkedin
along with Erin
Schielzeth, Customer
Success
Consultant, LinkedIn
Recruiter can integrate
within your daily workflow.
Quick hacks on how you
can maximise the use of
recruiter on an everyday
basis
Sally/ June
Consideration/
Comparison
Video
Interview
( webinar)
planned as
demo scenario
Slideshare/
eBook/
Infographic
Speaker/
Customer
Topic
Persona
Journey
Stage
Primary
Content
Format
Secondary
Related
content
7. Video Room Plan
Main
Video
Filming
Centre
Speaker/
Customer
Topic
Persona
Journey
Stage
Primary
Content
Format
Secondary
Related
content
Katy Harris, The
Iconic
How Linkedin can help
small teams with small
budgets do more with
less
June/Sally
Consideration/
Comparison
Video
Interview
( webinar) with
Alicia Kearns
Slideshare/ Blog
Christine Connor,
Coles
The Coles roadmap for
holistic talent acquisition
transformation
Adam/Sally
Consideration/
Comparison
Video
Interview
( webinar) with
Tim Grogan
Slideshare/ Blog
Sue Glover, Beca
When expanding
internationally how to
recruit overseas when
no one knows you or
your brand.
Sally ( Japan/
India)
Consideration
Video - Point
of view
( Japanese
Subtitles
Possible?)
eBook/
Slideshare ( in
Japanese and
English)
Sharon Tan
The future of talent
acquisition across Asia-
Pacific
Sally Awareness Video interview Xxxx
Gemma Allen & Mike
Boyd, Medibank
Building an army of
Talent brand
ambassadors to attract
the best talent
Adam / Sally Consideration Video interview
8. Roving Reporter Plan
Types
of
clients
Client
names
(
TBD)
Standard
quesConnaire
for
each
interviewee
Vox
Pop
Types
of
Video
Deliverable
Two
reputed
client
using
recruiter
(check
registra=on
list)
TBD
1)
What
do
you
like
most
about
the
LinkedIn
Product
you
use
and
why?
Yes
+
addi=onal
tbc
based
on
KC
ideas
1)Videos
on
Recruiter
use
Two
reputed
client
using
job
slots
TBD
2)
Tell
us
about
the
craziest
HM
request
you’ve
ever
had
in
your
career?
2)
Video
on
Talent
Brand
in
ac=on
Two
reputed
client
using
Talent
Brand
TBD
3)
What
is
your
key
take
away
from
today’s
sessions?
3)
Video
on
job
slots
in
ac=on
One
Pete/
Billy
TBD
4)
How
was
your
experience
of
the
overall
event
?
4)
One
montage
on
TC-‐
“The
coolest
place
for
HR
folks
to
hang
out
“-‐
Highlights
reel
One
Sally
from
an
industry
client
TBD
5)
TC
is
cool
because….
5)
A
season
of
‘crazy
HM
requests”
One
June
from
an
SMB
TBD
One
Adam
from
an
industry
client
TBD
7)
What
do
Sally's
care
about
and
how
are
they
mee=n
that
requirement
8)
What
do
June's
care
about
and
how
are
they
mee=ng
that
requirement
9)
What
do
Adam's
care
about
and
how
are
they
mee=ng
that
requirement
10)
One
=me
lapse
video
of
the
en=re
event
from
morning
=ll
night
with
core
voice
overs
from
clients
about
their
overall
experience
9. Speaker/
Customer
Topics
Scribe
To
do
Pat
Wadors,
VP
,
HR
LinkedIn
How
do
you
create
a
strong
employee
culture
in
your
organisa=on
by
building
your
employer
brand
KC
Take
quotes/
anecdotes
from
the
track.
Interview
session
folks
on
their
inputs
on
the
same
topic
(
pen
and
paper
style).Transcribe
on
to
this
Google
Doc
post
event
Glenn
Keys,
Execu=ve
Director,
Aspen
Medical
How
do
you
aPract
talent
by
communica=ng
how
your
brand
impacts
people's
lives
by
making
a
difference
in
local
communi=es
KC
Take
quotes/
anecdotes
from
the
track.
Interview
session
folks
on
their
inputs
on
the
same
topic
(
pen
and
paper
style).Transcribe
on
to
this
Google
Doc
post
event
Jill
Riopelle,
Global
Head
of
Recrui=ng,
Airbnb
How
do
you
engage
talent
through
storytelling
in
social
media
KC
Take
quotes/
anecdotes
from
the
track.
Interview
session
folks
on
their
inputs
on
the
same
topic
(
pen
and
paper
style).Transcribe
on
to
this
Google
Doc
post
event
Scribe Plan
10. Scribe Plan
Speaker/
Customer
Topics
Scribe
To
do
Josh
Coulson,
Insights
Manager,
APAC,
LinkedIn
How
LinkedIn
insights
can
help
you
engage
core
talent
in
your
specific
industry
and
get
a
headstart
against
your
compe=tors
in
the
race
for
talent
KC
Take
quotes/
anecdotes
from
the
track.
Interview
session
folks
on
their
inputs
on
the
same
topic
(
pen
and
paper
style).Transcribe
on
to
this
Google
Doc
post
event
Finuala
HaPori,
Vice
President
Talent
Acquisi=on,
APJ,
SAP
Asia
How
can
you
leverage
your
company
network,
to
groom
the
best
homegrown
talent
and
create
an
inbound
channel
for
the
best
of
talent
to
engage
with
you
KC
Take
quotes/
anecdotes
from
the
track.
Interview
session
folks
on
their
inputs
on
the
same
topic
(
pen
and
paper
style).Transcribe
on
to
this
Google
Doc
post
event
Oliver
Garside,
Customer
Educa=on
Consultant,
Linkedin
along
with
Erin
Schielzeth,
Customer
Success
Consultant,
LinkedIn
Recruiter
can
integrate
within
your
daily
workflow.Quick
hacks
on
how
you
can
maximise
the
use
of
recruiter
on
an
everyday
basis
with
an
insider
view
KC
Take
quotes/
anecdotes
from
the
track.
Interview
sessionfolks
on
their
inputs
on
the
same
topic
(
pen
and
paper
style).
Transcribe
on
to
this
Google
Doc
post
event
11. Scribe Plan
Speaker/
Customer
Topics
Scribe
To
do
Allan Waldron,
Resourcing
Advisor, Senex Energy
Limited
How can Linkedin help you
do more with less, especially
when you are a one man HR
army
KC
Take quotes/ anecdotes from
the track. Interview session
folks on their inputs on the
same topic ( pen and paper
style)Transcribe on to this
Google Doc post event
Sharon Tan, SingTel
Group, Head of Talent
Acquisition, SingTel
How can you transform your
organisation and create a
storng talent brand? How
does Linkedin help you
ahcieve that?
KC
Take quotes/ anecdotes from
the track. Interview session
folks on their inputs on the
same topic ( pen and paper
style)Transcribe on to this
Google Doc post event
Sue Glover
How do you communicate
the value of your employer
brand to drive international
expansion. Where does
LinkedIn bring in the
maximum value?
KC
Take quotes/ anecdotes from
the track. Interview session
folks on their inputs on the
same topic ( pen and paper
style)Transcribe on to this
Google Doc post event
12. Pre Event to dos Checklist
• Finalize the topics and deliverables
• Allocate scribes
• People for roving camera crew
• Reach out to those whom we are intending to interview and set time ( consent
forms et all)
• Briefing calls w customer 1-3 weeks before event
• Draft a planned execution cycle to map probable in-market dates
13. 49 content pieces produced
Content Quantity
Customer
Videos
12
Show
Hype
Reel
1
Vox
Pops
20
eBooks
3
Webinar
Decks
3
Blogs
3
On
the
Day
Made
for
Social
6
I've
got
one
for
you
video
1