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
Data-Driven Digital Strategies for Recruitment Marketing-Monago
Data Driven Digital
Strategies for Recruitment
ERE Media Spring 2016 Conference
@adammonago#ERE16 2Image Credit: Dustin Lee
Recruiters as Marketers
Fans of Our
(Website, Blogs, Social Media)
(Recent Hires & Non-Accepted
Most Successful Candidates & Late Stage Fails
Will the company
support my local
Do I know anyone
who works there?
What is it like to be a
designer on one of their
What are the people
I’ll work with actually
What does total
What do the
employees think about
Data Is All Around Us
Career paths for
impact for non-
Passive Candidates Active Candidates Content Strategy
Thinking and Feeling
Pains and Gains
Talent Sourcers Marketer
• Everyone puts themselves in the
position of the candidate
• Generate lots of ideas (divergent
• Narrow down and prioritize options
• Iterative and Incremental
Build Your Map With A Cross-Functional Team
Bringing it All Together
The questions we want to help
The experience we want them to
The content we need to deliver
DISCOVER & LEARN
COMPARE & CONSIDER
Curate Create Customize
The 3 C’s of Content Strategy
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