Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Best practices of modern marketing & sales for talent acquisition leaders

558 views

Published on

Published in: Business, Career
  • Be the first to comment

Best practices of modern marketing & sales for talent acquisition leaders

  1. 1. Best Practices of Modern Sales and Marketing for Talent Acquisition Brendan Browne Recruiting Mike Derezin Sales Francois Dufour Marketing
  2. 2. Catherine Mark Leela Tejal Matthew
  3. 3. Recruiters are Sales & Marketing Professionals @frfrdufour
  4. 4. Transformation
  5. 5. Discovery Consideration Preference Transaction @frfrdufour
  6. 6. Discovery Consideration Preference Transaction @frfrdufour
  7. 7. Discovery Consideration Preference Transaction @frfrdufour
  8. 8. Discovery Consideration Preference Transaction
  9. 9. The quality & accessibility of quality content is exploding @frfrdufour
  10. 10. The buyer’s journey is 70% complete by the time a sales person is contacted * Discovery Consideration Preference Transaction 70% * Source: Sirius Decisions @frfrdufour
  11. 11. What does that mean for Talent Acquisition? @frfrdufour
  12. 12. When they go through their discovery journey, will top candidates prefer you or your competitors? @frfrdufour
  13. 13. Best Practices of Marketing & Sales
  14. 14. Best Practice #1 Segmentation Best Practice #2 Content Marketing Best Practice #3 Warm’em up @frfrdufour
  15. 15. Best Practice #1 Segmentation Be ultra-relevant to your core-target audience Spend your time on the right prospects @frfrdufour
  16. 16. Segment your Market Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
  17. 17. Segment your Market Your target Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
  18. 18. Persona: character representing a group’s needs & behaviors  Put a human face on your target  Get your team on the same page  Inform content & comms plans @frfrdufour
  19. 19. Profile your best customer / candidate your sweet spot Segment Segment 1 4 Segment Segment 3 2 @frfrdufour
  20. 20. “I share industry best practices to drive real impact for my customers.” Stacey Sales Manager
  21. 21. Stacey Uchida Drivers Vice President, Sales Current Goal: Build her skillset. Help customers succeed North Widgets Education Michigan State University Motivators: Become youngest ever VP of Sales at LinkedIn Fears:   How she researches a new role: Miss quarterly quota Not meet her customers’ expectations Content type:  Case studies,  Analyst briefings  In-person demo Content format:  In person conferences  Blog posts & Videos Influencers of her career decisions:  Former managers  Peers  Industry Analysts Where she hangs out:  LinkedIn (Influencers & groups)  Facebook  Social Selling Conferences  Sales Insider
  22. 22. We focus at account level and consider “how big?” & “how likely?” High Size of Prize How Big? Low High Temperature How Likely? @mikedfresh
  23. 23. We focus at account level and consider “how big?” & “how likely?” High Marketing Sales Nurture “Red Carpet” Size of Prize How Big? Build Awareness Tele-Sales Low High Temperature How Likely? @mikedfresh
  24. 24. We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account @mikedfresh
  25. 25. Recap: 3 steps for Persona-based Marketing 1 Segment your target & aim precisely 3 2 Allocate your resources by potential & Interest Interview your very “best customers” to develop their ID card @mikedfresh
  26. 26. Best Practice #2 Content Marketing Inform or Entertain rather than advertise @frfrdufour
  27. 27. Audiences can filter out the authentic from the inauthentic. – Jeff Weiner, CEO, LinkedIn. @frfrdufour
  28. 28. @frfrdufour
  29. 29. Content Marketing is Everywhere @frfrdufour
  30. 30. @frfrdufour
  31. 31. 3 golden rules of Content Marketing Authentic Relevant Timely Worth Sharing @frfrdufour
  32. 32. Create content nurturing your full candidate journey Discovery What does this company do that is unique? Consideration Preference  Videos  Blog  Exec interviews @frfrdufour
  33. 33. Create content nurturing your full candidate journey Discovery Consideration Why should I be interested? What opportunity for me? Preference  Job description  Product demos @frfrdufour
  34. 34. Create content nurturing your full candidate journey Discovery Consideration  Employee reviews  Manager’s profile  Customer testimonials Preference Why is it right for my career? @frfrdufour
  35. 35. Most of this content already exists @frfrdufour
  36. 36. Sales Reps are turning into mini-marketers
  37. 37. Content Marketing is critical for Sales Reps too Drivers of sales reps out performance 1 Uses Social Media as Critical Channel 2 Leads with Insight @mikedfresh
  38. 38. Leading with Insights Resume to Reputation
  39. 39. Recap: 3 steps for Content Marketing 1 2 3 Produce or get missing content Fill your “content matrix” Post it where it matters. @mikedfresh
  40. 40. Best Practice #3 Warm’em up Nurture prospects “down the funnel” Always go in warm
  41. 41. 1 2 3 Use content that resonates with her Profile your target “persona” Industrialize your nurturing @frfrdufour
  42. 42. Instrument your funnel for effective nurturing Discovery Consideration 30% 10 days 15 days Preference 10% 5 days @frfrdufour
  43. 43. Instrument to measure and execute Understand your performance & forecast better Align various teams Prioritize & classify your prospects @frfrdufour
  44. 44. What signals to use to tailor your content? Discovery Consideration Preference Started following your company @frfrdufour
  45. 45. What signals to use to tailor your content? Discovery Consideration Preference Replied to InMail @frfrdufour
  46. 46. What signals to use to tailor your content? Discovery Consideration Preference Applied for a job @frfrdufour
  47. 47. Discovery Consideration Preference Signal Following your company Answered InMail Applied for a job Channel Status Updates InMail Direct mail Content Right content, right channel, right timing Thought leadership Job description Recent coverage @frfrdufour
  48. 48. Holy Grail of Marketing Send the right content at the right time, to the right prospects, at scale @frfrdufour
  49. 49. No one likes it cold
  50. 50. Social Selling Evolution Doesn’t happen overnight @mikedfresh
  51. 51. Social Selling Evolution Doesn’t happen overnight @mikedfresh
  52. 52. Social Selling takes you from Serendipity to Science vs. Serendipity Science @mikedfresh
  53. 53. Warm introductions work X% + 63%X X% Win rate when reps go in cold Win rate when reps go in warm
  54. 54. What it means for the TA organization
  55. 55. Embrace and Change or Be Obsolete @LinkedinCareers
  56. 56. #1 Segmentation @LinkedinCareers
  57. 57. Understand the “Addressable Market” Mindset @LinkedinCareers
  58. 58. In Sales and Marketing High Nurture “Red Carpet” Size of Prize How Big? Build Awareness Tele-Sales Low High Temperature How Likely? @LinkedinCareers
  59. 59. In Recruiting High Nurture “Red Carpet” Quality Who has expertise in skills we need? Build Awareness Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  60. 60. In Recruiting High Nurture “Red Carpet” 1:Many 1:1 Quality Who has expertise in skills we need? Build Awareness Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  61. 61. In Recruiting High 1:1 Approach Nurture Quality Who has expertise in skills we need?  Direct outreach via a “Red Carpet” recruiter or hiring manager  Contact via a connected LI employee [Inside opinion] 1:Many Approach  Persona-based targeting Build  Content strategy Awareness  Sponsored & follower updates Tele-Sales Low High Temperature Which prospects are most likely engage? @LinkedinCareers
  62. 62. #2 We are marketers @LinkedinCareers
  63. 63. Marketing throughout full candidates journey Targeting YESTERDAY Outreach TODAY Targeting Research Warm Up Outreach @LinkedinCareers
  64. 64. P.O.P. Profile Optimization Project Before
  65. 65. P.O.P. Profile Optimization Project After
  66. 66. New headline New professional photo Increased reach Summary section with rich media
  67. 67. Built out work history with rich media Added Volunteers & Causes Section
  68. 68. Added additional skills Rich media in Education section
  69. 69. #3 Social Recruiting @LinkedinCareers
  70. 70. “Connectedness” Matters… @LinkedinCareers
  71. 71. Who You Need on Your Team Peter R Data and Insights Ninja Emily B Skills SQL, Hadoop, R, Excel, Tableau Online Marketing and Demand Gen Skills Marketing Automation, Email Marketing Scott A Content and Social Strategist Skills SEO Copywriting, Blogging, Content Planning Liz W Program Manager Skills Analysis, Online Marketing, SEM
  72. 72. Today is YOUR lucky day! @LinkedinCareers
  73. 73. 2013

×