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Magnetic
Content
Make the Best
Candidates
Come To You
James Ellis
TMP Worldwide
@TheWarForTalent
meshworking.com
[No really, I’m going somewhere]
Fit
Not
annoying
Shares our
corporate values
Soft/unquantifiable
skills
Hard skills
How Companies See Candidates
*Apologies to Mr. Maslow
Fit
Might actually
enjoy working
there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t
bounce
How Candidates See Companies
There’s not a lot of
alignment between
these two
perspectives
Fit
Not
annoying
Shares our
corporate values
Soft/unquantifiable
skills
Hard skills
Fit
Might actually
enjoy working
there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t
bounce
Us
Me
Me
Me
Me
Well, some alignment
Fit
Not
annoying
Shares our
corporate values
Soft/unquantifiable
skills
Hard skills
Fit
Might actually
enjoy working
there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t
bounce
How Do We Evaluate?
Fit
Not
annoying
Shares our
corporate values
Soft/unquantifiable
skills
Hard skills
Educated guess
Interview
Interview
Resume/Interview/
Cover letter
Resume
How Do They Evaluate?
Fit
Might actually
enjoy working
there
Corporate values
align “enough”
Salary, benefits, etc.
Financially solvent/paycheck won’t
bounce
Best guess
Marketing Speak
Marketing Speak
Hidden
News
The Old Candidate Journey
I have a job opening
You have a resume
Give me your resume and when I decide I’m
ready to talk to you, I’ll control the entire process.
1
2
3
The Candidate Journey
Awareness
Interest
Consider
Act
UnawareAs more information
became available to the
candidate, they became
more selective, looking
more and more like
“consumers” rather than
“candidates”
Based on data from 350 career sites
and TalentBrew sites…
The Real Candidate Journeys
The Real Candidate Journeys (Unlikely)
The Real Candidate Journeys (Recruiter-driven)
The Real Candidate Journeys (Passive and Patient)
The Real Candidate Journeys (Interested)
The Real Candidate Journeys (Most Honest)
This Isn’t A Coincidence
These long journeys occur because
people want (need!) more information
before making a life-changing
decision.
Since most companies don’t actually
provide that information, candidates
are forced to find it themselves.
Content only works with two audiences:
Passive Candidates
Active Candidates
23
Active Candidates
Content Validates
Interest
Passive Candidates
Content Attracts
Interest
&
When he finds the job, he will want
more information about what the job
is like before applying
ContentJob Application
Active Candidates
Content’s role is to validate the
interest in the company and the job,
moving him closer to application
TalentBrew
Content Job Application
She isn’t looking for a job, but she values content.
And when she finds it, she will begin to establish
a positive brand impression, which she will
remember when she goes job hunting
Passive Candidates
Content’s job is to attract people to you,
encouraging them to fall in love with the
company before suggesting a job.
TalentBrew
The Opportunity of a Longer Candidate Journey
Of course, if you provide that material, they will stay
on your career site longer, absorbing more
information.
This is especially useful if your content is on the
same page as your jobs, like they are on
TalentBrew sites.
This leads to more comprehension and
understanding of your company, higher application
rates even at the highest levels of management,
and ultimately a better cultural fit.
Tell My Story?!
You don’t talk to prospective interns
like they were directors of operations
and vice versa. But your ATS/career
site sees them as the same.
Content allows you to speak to them on
their level about the things that concern
them.
Let Prospects Pick Their Personal Path
Hierarchy of Recruitment Content
Sold! How Do I Do This?
It’s incredibly
complicated:
1.  Make content that
tells your story
2.  Connect it to jobs
that are related to
that content
3.  Manage and adjust
I’m Not a Writer! How Do I “Make” Content?
If you can’t find your (inner or outer) writer:
•  Interview someone
•  Interview someone (with a camera!)
•  Ask someone to interview someone else
•  Take pictures of your people at the office
•  Let your people take pictures of each other
•  Ask people why they work here
•  Ask someone to take pictures of their path from home to work
•  Shoot a video where someone explains one work process
•  Email 10 people and ask them 1 question
There’s One Trick
Content that tells your
stories and engages an
audiences is great! But you
need to connect that to a
job or call to action in
order to squeeze real value
out of content.
Connect jobs to content
and content to jobs.
Original
content
Curated
third-party
content
Leads to
seeing jobs
Application
Which lives on
your career site
Curated
internal
content
Content taken from multiple
sources is embedded into a
landing page that is hosted on
TalentBrew.
Content
The landing page template embeds jobs
related to content so that people who are
interested in that content are likely to click
on and apply for those jobs.
Content draws new traffic from search engines,
social media and other referrals to grow your
reach and drive your message to more people.
The Big Picture
Does Content Really Work?
We examined a very large telecomm
company’s career site data to see if content
was making an impact.
Less than 5% of all visits even bothered to look
at the content, and only 2.55% of people who
saw content ended up applying.
But we were surprised what we found when
we broke jobs into experience levels (Entry
level, 2-5 years, 6-10 years and 10+ years)
It All Depends on the Reader
Here we have the apply click
ration of those who interacted
with content.
At first glance, we might think
that only people at the upper
echelons of the company are
interacting with content, but that’s
not the whole story.
2.2%
3.3%
1.4%
8.5%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
Entry Level 2-5 Years 6-10 Years 10+ Years
Apply Click Ratio
The Context Determines Content’s Impact
There are two things happening:
1: Content is actually lowering the
likelihood of the lowest levels
from applying
2: Content dramatically increases
likelihood that someone with
more experience will apply
0.704
0.408
1.024
2.788
0
0.5
1
1.5
2
2.5
3
Entry Level 2-5 Years 6-10 Years 10+ Years
Content Index
Interested in
learning more?
Reach out to your TMP
contact or email us at:
wecanhelp@tmp.com
Next webinar:
June 18, 2015
Stay tuned
Thank You
James Ellis
Director of Inbound Marketing
@TheWarForTalent
meshworking.com
james.ellis@tmp.com

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How Content Marketing Can Attract the Best Job Candidates

  • 1. Magnetic Content Make the Best Candidates Come To You James Ellis TMP Worldwide @TheWarForTalent meshworking.com
  • 2. [No really, I’m going somewhere]
  • 3.
  • 4.
  • 5. Fit Not annoying Shares our corporate values Soft/unquantifiable skills Hard skills How Companies See Candidates *Apologies to Mr. Maslow
  • 6. Fit Might actually enjoy working there Corporate values align “enough” Salary, benefits, etc. Financially solvent/paycheck won’t bounce How Candidates See Companies
  • 7. There’s not a lot of alignment between these two perspectives Fit Not annoying Shares our corporate values Soft/unquantifiable skills Hard skills Fit Might actually enjoy working there Corporate values align “enough” Salary, benefits, etc. Financially solvent/paycheck won’t bounce
  • 8. Us Me Me Me Me Well, some alignment Fit Not annoying Shares our corporate values Soft/unquantifiable skills Hard skills Fit Might actually enjoy working there Corporate values align “enough” Salary, benefits, etc. Financially solvent/paycheck won’t bounce
  • 9. How Do We Evaluate? Fit Not annoying Shares our corporate values Soft/unquantifiable skills Hard skills Educated guess Interview Interview Resume/Interview/ Cover letter Resume
  • 10. How Do They Evaluate? Fit Might actually enjoy working there Corporate values align “enough” Salary, benefits, etc. Financially solvent/paycheck won’t bounce Best guess Marketing Speak Marketing Speak Hidden News
  • 11.
  • 12. The Old Candidate Journey I have a job opening You have a resume Give me your resume and when I decide I’m ready to talk to you, I’ll control the entire process. 1 2 3
  • 13. The Candidate Journey Awareness Interest Consider Act UnawareAs more information became available to the candidate, they became more selective, looking more and more like “consumers” rather than “candidates”
  • 14. Based on data from 350 career sites and TalentBrew sites…
  • 15. The Real Candidate Journeys
  • 16. The Real Candidate Journeys (Unlikely)
  • 17. The Real Candidate Journeys (Recruiter-driven)
  • 18. The Real Candidate Journeys (Passive and Patient)
  • 19. The Real Candidate Journeys (Interested)
  • 20. The Real Candidate Journeys (Most Honest)
  • 21. This Isn’t A Coincidence These long journeys occur because people want (need!) more information before making a life-changing decision. Since most companies don’t actually provide that information, candidates are forced to find it themselves.
  • 22.
  • 23. Content only works with two audiences: Passive Candidates Active Candidates 23 Active Candidates Content Validates Interest Passive Candidates Content Attracts Interest &
  • 24. When he finds the job, he will want more information about what the job is like before applying ContentJob Application Active Candidates Content’s role is to validate the interest in the company and the job, moving him closer to application TalentBrew
  • 25. Content Job Application She isn’t looking for a job, but she values content. And when she finds it, she will begin to establish a positive brand impression, which she will remember when she goes job hunting Passive Candidates Content’s job is to attract people to you, encouraging them to fall in love with the company before suggesting a job. TalentBrew
  • 26. The Opportunity of a Longer Candidate Journey Of course, if you provide that material, they will stay on your career site longer, absorbing more information. This is especially useful if your content is on the same page as your jobs, like they are on TalentBrew sites. This leads to more comprehension and understanding of your company, higher application rates even at the highest levels of management, and ultimately a better cultural fit.
  • 27. Tell My Story?! You don’t talk to prospective interns like they were directors of operations and vice versa. But your ATS/career site sees them as the same. Content allows you to speak to them on their level about the things that concern them.
  • 28. Let Prospects Pick Their Personal Path
  • 30. Sold! How Do I Do This? It’s incredibly complicated: 1.  Make content that tells your story 2.  Connect it to jobs that are related to that content 3.  Manage and adjust
  • 31. I’m Not a Writer! How Do I “Make” Content? If you can’t find your (inner or outer) writer: •  Interview someone •  Interview someone (with a camera!) •  Ask someone to interview someone else •  Take pictures of your people at the office •  Let your people take pictures of each other •  Ask people why they work here •  Ask someone to take pictures of their path from home to work •  Shoot a video where someone explains one work process •  Email 10 people and ask them 1 question
  • 32. There’s One Trick Content that tells your stories and engages an audiences is great! But you need to connect that to a job or call to action in order to squeeze real value out of content. Connect jobs to content and content to jobs.
  • 33. Original content Curated third-party content Leads to seeing jobs Application Which lives on your career site Curated internal content Content taken from multiple sources is embedded into a landing page that is hosted on TalentBrew. Content The landing page template embeds jobs related to content so that people who are interested in that content are likely to click on and apply for those jobs. Content draws new traffic from search engines, social media and other referrals to grow your reach and drive your message to more people. The Big Picture
  • 34. Does Content Really Work? We examined a very large telecomm company’s career site data to see if content was making an impact. Less than 5% of all visits even bothered to look at the content, and only 2.55% of people who saw content ended up applying. But we were surprised what we found when we broke jobs into experience levels (Entry level, 2-5 years, 6-10 years and 10+ years)
  • 35. It All Depends on the Reader Here we have the apply click ration of those who interacted with content. At first glance, we might think that only people at the upper echelons of the company are interacting with content, but that’s not the whole story. 2.2% 3.3% 1.4% 8.5% 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% Entry Level 2-5 Years 6-10 Years 10+ Years Apply Click Ratio
  • 36. The Context Determines Content’s Impact There are two things happening: 1: Content is actually lowering the likelihood of the lowest levels from applying 2: Content dramatically increases likelihood that someone with more experience will apply 0.704 0.408 1.024 2.788 0 0.5 1 1.5 2 2.5 3 Entry Level 2-5 Years 6-10 Years 10+ Years Content Index
  • 37.
  • 38.
  • 39. Interested in learning more? Reach out to your TMP contact or email us at: wecanhelp@tmp.com
  • 40. Next webinar: June 18, 2015 Stay tuned
  • 41. Thank You James Ellis Director of Inbound Marketing @TheWarForTalent meshworking.com james.ellis@tmp.com