Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders | Talent Connect San Francisco 2014
•
2 likes•1,440 views
Marketing and recruitment join forces as Linda Descano, Head of Content & Social at Citi, and Kim Jokisch, Director of Employment Branding & Media at Red Hat, share how talent acquisition leaders can apply core marketing and content best practices to recruitment. Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (11)
Similar to Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders | Talent Connect San Francisco 2014
Similar to Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders | Talent Connect San Francisco 2014 (20)
More from LinkedIn Talent Solutions
More from LinkedIn Talent Solutions (20)
Recently uploaded
Recently uploaded (6)
Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders | Talent Connect San Francisco 2014
- 1. Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders #intalent Kim Jokisch Director, Employment Branding + Media Red Hat Linda Descano, CFA® Managing Director and Head of Content Creation & Partnerships Citi
- 2. #intalent Talent marketing: Creating an authentic employment branding strategy Kim Jokisch Director, Employment Branding + Media Red Hat
- 3. #intalent
- 4. #intalent
- 5. #intalent WHAT WE’LL DISCUSS • Strategy 101 • Tips for creating an effective employment branding strategy • How Red Hat’s employment brand helps us recruit top talent
- 6. #intalent What is a strategy?
- 7. #intalent Do your research.
- 8. #intalent
- 9. #intalent
- 10. Be consistent.
- 11. #intalent
- 13. #intalent
- 14. #intalent LinkedIn Twitter Facebook
- 16. #intalent from under to over
- 18. #intalent Best Enterprise Software Companies to Work for Best Places to Work The 25 Best Companies to Work for Best Places to Work
- 19. Do your research. Be consistent. Differentiate yourself. Engage your ambassadors.
- 20. #intalent INSPIRE: How to Build Connections through Content Marketing Linda Descano, CFA® Managing Director and Head of Content Creation & Partnerships Citi
- 21. #intalent Overview • My role at Citi • How content can help brands build advocacy and trust • How Citi approaches content marketing • How we measure success
- 22. #intalent The World’s Citi
- 23. #intalent What Type of Content Do We Produce? Videos" Content" Social media" Articles" Blog posts" Infographics SlideShare Presentations
- 24. #intalent Why Do We Create Content? To educate and inform consumers with solutions to their financial concerns To demonstrate the value of Citi’s products and services in a relevant, meaningful context To provide opportunities to amplify our messaging through social sharing and PR To encourage positive social conversation about Citi TO BUILD TRUST AND DRIVE ADVOCACY FOR THE CITI BRAND
- 25. #intalent The Traditional Marketing “Funnel” The New Marketing Paradigm Eyeballs Awareness Consideration Preference Action Loyalty Buyers Eyeballs Buyers Contributors Peer reviews Competitive alternatives Recommendations from friends User-generated content Source: Forrester, Inc. Why is Content Marketing Important?
- 26. #intalent What Does This Mean for Brands? Put value first and pitch second. Teach me, don’t tell me. Focus on my needs, not your products. Be present where I live. Treat us as people, not portfolios.
- 27. #intalent How Does Citi Approach Content? Plan Produce Publish Promote
- 28. #intalent How Do We Plan Our Content Calendar? Consumer Inputs Business Inputs Customer Insights Seasonal Themes Trending Topics ATL Calendar LoB/Product Launches Enterprise Tentpoles
- 29. #intalent How Do We Produce Content? 2. Develop content 1. Brief agency partners 3. Obtain business and legal approval 4. Finalize content calendar
- 30. #intalent Where is Content Published? Citi-Owned Channels Media Partners Editorial Partners Citi Web Sites and Blogs Email Newsletters Mobile Apps Social Media Channels ATL Campaign Extensions Native Advertising LinkedIn SlideShare Yahoo! Finance Network Content-Sharing Partnerships Influencer Blogs
- 31. #intalent Publishing: Citi “Owned” Channels
- 32. #intalent Publishing: Media Partners Native Advertising Hub
- 33. #intalent Publishing: Editorial Partners
- 34. #intalent How Do We Promote Our Content? Social Activations Influencer Amplification Partner Amplification PR Outreach Facebook “f” Logo CMYK / .eps Facebook “f” Logo CMYK / .eps Content
- 35. #intalent Promotion: Paid Media
- 36. #intalent Promotion: Earned Media
- 37. #intalent How Do We Measure Success? Reach and Amplification Consumer Brand Health and Customer NPS Employer Brand Health Engagement Total Reach (Impressions) Paid Reach Amplification (“Earned” Reach) 8 Clicks C Likes ?Comments 4 Shares
- 38. #intalent Key Takeaways 1. Deliver value. 2. Plan strategically, rather than in a silo. 3. Speak in a human, authentic voice. 4. Teach rather than tell. 5. Drive relationships, not transactions. 6. Contribute to conversations rather than crowd out other voices. 7. Mind your audience’s mindset.
- 39. #intalent Thank you Kim Jokisch Director, Employment Branding & Media Red Hat @kimjokisch Kim Jokisch Linda Descano, CFA® Managing Director and Head of Content Creation & Partnerships Citi @lindadescano Linda Descano