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.

Marketing in the Digital Age

245 views

Published on

Slide deck to accompany "A Five Step Approach to Double Your Candidate Flow with Marketing Automation."

Presented by Ryan Leary

Published in: Recruiting & HR
  • Be the first to comment

  • Be the first to like this

Marketing in the Digital Age

  1. 1. FUNNELS THAT CONVERT A 5 STEP APPROACH TO DOUBLE YOUR CANDIDATE FLOW WITH MARKETING AUTOMATION Concepts and Resources
  2. 2. SHOULD HAVE TITLED THIS
  3. 3. FUNNELS THAT CONVERT RECRUITING IN THE MARKETING AGE Concepts and Resources
  4. 4. GR8 People is a single experience for talent acquisition professionals that brings CRM, recruitment marketing, hiring and onboarding together.
  5. 5. HERE'S THE PLAN HOUSEKEEPING FOR TODAY You are in listen-only mode. Share using #rdaily. We are recording the presentation. TAKE NOTES & ASK QUESTIONS You will receive the slide deck post-webinar, but don't be shy. We want to answer your questions. TRY IT - WE DON'T BITE This is an interactive webinar. Be involved and get the most out of your experience today.
  6. 6. IF YOU FORGET, IT'S TIME TO LAUNCH THE FIRST POLL
  7. 7. 293.6 BILLION EMAILS SENT WORLDWIDE
  8. 8. PER DAY
  9. 9. 80 TRILLION PLUS EMAILS SENT WORLDWIDE PER YEAR
  10. 10. MARKETING AUTOMATION THE CANDIDATE JOURNEY FUNNEL WALK-THRU QUESTIONS WHAT WE ARE GOING TO COVER TODAY
  11. 11. MARKETING AUTOMATION IS THE PROCESS OF AUTOMATING REPETITIVE MARKETING TASKS
  12. 12. RECRUITMENT AUTOMATION IS THE PROCESS OF AUTOMATING REPETITIVE RECRUITING TASKS
  13. 13. INBOUND RECRUITMENT AUTOMATION IS THE PROCESS OF LOVING YOUR SOON TO BE PROSPECTS
  14. 14. A Limited Approach Based on scheduled emails, delays, or actions - basic tracking like opens and clicks. Prospect Centric Uses information about the prospect to deliver relevant information when they need it. ie. want it. Inbound Marketing (Recruiting) Traditional Marketing
  15. 15. FUNDAMENTALS OF INBOUND RECRUITING INBOUND TOOL STACK What tech is essential to define, build, and execute efficiently? CANDIDATE PERSONAS Who cares about your message? What do they want? CANDIDATE JOURNEY What steps will the candidate take in your recruitment process? YOUR COMPANY What's the culture? What's vision? What's the mission?
  16. 16. YOUR COMPANY Your values Your people Your policies Your benefits Your workspace
  17. 17. CANDIDATE PERSONAS A prospect profile defines a category of people that you attract or want to attract. Within that category are subcategories called personas.
  18. 18. Persona Detail Sample question to ask Role Company / Organization Goals Challenges Satisfaction What is your job title? Role? What industry does your company work/is your role in? What are you looking to accomplish? What are you biggest challenges? How do achieve satisfaction? What motives you to do great?
  19. 19. Who is your buyer? What do they do? How do they act? What do they love? What do they hate? THINK ABOUT THIS DON'T OVERTHINK YOUR PERSONA'S
  20. 20. Background Basic details about persona's role and as much relevant background info as you can find. Demographics Gender, age, location, income if relevant Goals What is your persona's goals? Understand what they want. Challenges What is their biggest challenge keeping them from succeeding? How can we help? How can you solve your persona's problem to achieve their career goals? Objections What are the most common objections your candidate will present during the courting / recruiting process?
  21. 21. THE CANDIDATE JOURNEY CONTENT Awareness Stage Consideration stage Decision Stage
  22. 22. I AM A CANDIDATE AWARE THAT I HAVE A FRUSTRATION Awareness Stage I need to improve ________________________________________ I need to change jobs because _______________________________ I dislike my current job because ______________________________ I need to learn more about ___________________________________ I like a role that I am able to __________________________________ Your prospect is expressing a need. They are in the "research" phase of their problem / frustration.
  23. 23. Consideration Stage What resources are available to help me ______________________________________ What skills do I need to increase my role in ____________________________________ What are my options as a job seeker in the industry _____________________________ What growth opportunities exist in ____________ area in the __________ Industry? Your prospect is considering a career change. They haven't selected a company or a role. I AM A CANDIDATE CONSIDERING SOLUTIONS FOR MY FRUSTRATION
  24. 24. Decision Stage I need details on the salary and bonus structure being offered for __________________ I need to understand the benefits for ______________________________________ I need evidence that ____________________________________________________ I need assurance that _____________________________________________________ Your prospect has determined they are ready to make a move and they need to hear the final details. I AM A CANDIDATE THAT IS READY TO MAKE A MOVE TO A NEW ROLE
  25. 25. THE CANDIDATE JOURNEY CONTENT Awareness Stage Consideration stage Decision Stage
  26. 26. IT'S FUNNEL TIME
  27. 27. THE CAREER WEBINAR FUNNEL
  28. 28. THE MINI-CLASS EDUCATION FUNNEL
  29. 29. THE SURVEY AND ENGAGEMENT FUNNEL
  30. 30. THE LEAD MAGNET CONTENT FUNNEL
  31. 31. THE TALENT COMMUNITY CONTENT FUNNEL
  32. 32. YOU'VE GOT QUESTIONS, I MIGHT HAVE ANSWERS.

×