You know, too many chiefs say "people are our main asset", but just few walk the talk. We BrandBakers, treat employees as customers and bring our knowledge and experience from business and marketing to the field of recruitment.

1. Recruiting as sales and
marketing
PETR HOVORKA
BrandBakers

2. I consider employees as customer.
Get the most talented or the most valuable
requires three things:
PLAN + COMM + SALES
INTRODUCTION

3. Marketing
• Social networks
• Mobile web and
marketing
• Content
marketing
• Remarketing
Source:
Marketing trends in the Czech
Republic, Idealisti, 2/2014
Employer
Branding
• Recruitment
-> marketing
• Data, data, data
• Personal
contact
• Mobile web
Source:
Melissa Bailey, Universum,
11/2013
TRENDS
HR marketing
• Employer brand
• Welcome pack
• Social networks
• Plan for building
corporate
culture
Source:
HR marketing trends in the
Czech R., BrandBakers, 4/2014

4. Contacting
“cold”
Business
presentation
Proven
contacts
TODAY
SALES EVOLUTION
Social
networks
Involvement
Education
YESTERDAY

5. 70% The buyer’s journey is 70%
complete by the time a sales
person is contacted
Discovery
PreferenceConsideration Transaction
SALES PROCESS

6. AND WHAT IT MEANS
FOR TALENT
ACQUISITION
?

7. Best Practise #1
Segmentation
Best Practise #2
Content Marketing
Best Practise #3
Warm’em up
MARKETING AND SALES

8. Segmentation
Be ultra-relevant to your core-target audience
Spend yout time on the right prospects
Best Practise #1

9. 1
Segment
2
Segment
3
Segment
4
Segment
SEGMENT YOUR MARKET

10. UNDERSTAND THE CUSTOMER
Persona: Developer
• Be personal
• Be relevant
• Introduce employer
• Describe the technology
• Indicate the sallary
• Don’t want to be friends
• Don't call me
David Majda - Developer

11. Your target
1
Segment
2
Segment
3
Segment
4
Segment
SEGMENT YOUR MARKET

12. Content marketing
Best Practise #2
Inform or entertain rather than advertise

13. The Holy Grail of Marketing
Send the right content,
at the right time,
to the right prospects,
at scale.

14. Research
Warm Up
Targeting
Outreach
Tergeting
Outreach
YESTERDAY
TODAY
FUNCTION OF CONTENT

15. • Clarification of goals
• Understanding the customer
• Organizing content
• Selection of form and vehicles
• Choosing customer's best channels
Target
Customer
Content
Form
Vehicle
Media
channels
CONTENT STRATEGY

16. 1. Why
= purpose
2. How
= approach (mastery & autonomy)
3. What
= job offer
Purpose
Mastery
Autonomy
Why?
How?
What?
MOTIVATION AND COMM'S
STRUCTURE

17. CONTENT OF RECRUITMENT COMM
• Why - purpose:
– Meaning of existence
– Contribution of the work
role
• How– approach:
– Corporate culture
– Corporate values
– Employee's intro
– Growth opportunities
– Leadership style
– Technology and know-
how
– Ideas and Opinions
– Awards, CSR activities
• What – offer:
– Introduction
– Reasons why with us
– Benefit system
– Recruitment
advertisement

18. Relevant TimelyAuthentic
Worth Sharing
3 GOLDEN RULES OF CONTENT
MARKETING

19. ... AND ALSO AVAILABILITY OF
CONTENT

21. Warm’em up
Best Practise #3
Nurture prospects “down the funnel”
Always go in warm

22. WARM INTRODUCTIONS WORK
X%
Win rate
when reps go
in cold
Win rate when
reps go in
warm
X%
+
63%X

23. What does this company
do thaht is unique?
§ Video
§ Blog
§ Exec interviews
Discovery
Preference
Consideration
CREATE CONTENT NURTURING
YOUR FULL CANDIDATE JOURNEY

24. Why should I be
interested? What
opportunity for me?
§ Job description
§ Product demos
Discovery
Preference
Consideration
CREATE CONTENT NURTURING
YOUR FULL CANDIDATE JOURNEY

25. Why is it right for my
career?
§ Employss reviews
§ Manager’s profile
§ Customer testimonials
Discovery
Preference
Consideration
CREATE CONTENT NURTURING
YOUR FULL CANDIDATE JOURNEY

26. IN SALES AND MARKETING WE
CONSIDER...
Size of Prize
How Big?
Temperature
How Likely?
Low
High
High

27. IN SALES AND MARKETING
Size of Prize
How Big?
Temperature
How Likely?
Low
High
High
Nurture
Build Awarness
“Red Carpet”
Tele-Sales
Marketing
Sales

28. IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
High
Nurture
Build Awareness
“Red Carpet”
Tele-Sales

29. IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
High
Nurture
Buld Awarness
“Red Carpet”
Tele-Sales
1:Many 1:1

30. IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
High
Nurture
Build Awarness
“Red Carpet”
Tele-sales
1:Many Approach
§ Persona-based targeting
§ Content strategy
§ Sponsored & follower updates
1:1 Approach
§ Direct outreach via a
recruiter or hiring manager

31. RECAP – WHAT TO DO ?
1. Establish a plan and a select target group
1 2 3
Use content
resonating with
target group
Take care a lot
Define target
group through
Persona
2. Create and distribute content / warm’em up
3. Deal and conclude

32. "First,
get right
people
on the bus"
petr.hovorka@brandbakers.cz
cz.linkedin.com/in/petrhovorka1
+420 602 27 10 11