The document discusses strategies for building an employment brand on a budget, emphasizing the importance of organic social media, employee advocacy, and collaboration with marketing. It outlines a systematic approach including goals, audience targeting, and content creation, while highlighting trends in candidate expectations and technology usage. The future of recruiting is addressed with questions on the evolution of searches and social interactions, urging a shift from traditional methods to dynamic experiences.

1. Building
Your
Employment
Brand
with
a
$0
Budget
MichiganRecruits.com
Detroit,
MI
October
25,
2017
#MichiganRecruits
@Shaunda

2. Shaunda Zilich
Global
Employer
Brand
Leader,
GE
• Leading
the
effort
to
modernize
recruitment
and
bolster
employer
brand
at
GE.
• 10+
years
of
experience
in
training
professionals
and
companies
in
branding.
• Heads
a
global
team
of
3
employment
brand
leaders
and
a
council
of
35+
members.
@Shaunda

3. @Shaunda

4. A
Perfect
Storm!
NOW
a
Digital
Industrial
company
We
brand
GE
with
PEOPLE
Transparency
is
‘in’
We
sell
experiences!
#MichiganRecruits
@Shaunda

5. • Organic
Social
Media
Strategy
• Employee
Advocacy
• Own
your
technology
choices!
• Stop
complaining!
Be
friends
with
marketing!
• Take
it
to
the
next
level!
Action
Plan…
#MichiganRecruits
@Shaunda

6. Social
Media
Strategy
Why?
• Organic
– Free
• Targeted
– Dynamic
• Conversational
How?
• Study
up!
#and
@
• The
content
is
out
there!
• 90/10
rule
• Win/Win
• Team
of
curators!
#MichiganRecruits
@Shaunda

7. Key
Elements
• Goals
• Audience
• Content
calendar
• What
is
success?
• Longevity
#MichiganRecruits
@Shaunda

8. Employee
Advocates
• All
GE
employees
• Equip
– training
and
amplification
• Brand
centric
to
people
centric
• Start
with
“Why”
• Connect
to
emotions…connect
to
candidates
“Why”
#MichiganRecruits
@Shaunda

11. Technology
Tsunami!!
• Simplify
it.
Need
vs.
want
– What
help’s
with
your
strategy?
• Expectation
vs.
Fad
• The
‘How’?
Using
technology
• Expectations
– Behavior
Trends
• No
‘shinny
pennies’
• What
is
the
future?
Can
we
leapfrog?
#MichiganRecruits
@Shaunda

12. Marketing
is
a
Partner
• Numbers,
numbers,
numbers
• Don’t
stomp
on
their
efforts
• Give
them
content!
• Patience
is
a
virtue
• Rethink
how
you
are
taking
things!
– be
a
disruptor!!
#MichiganRecruits
@Shaunda

15. Is
it
a
good
campaign?
1. Marketing: Generate reach and awareness
2. Engagement: Capture interest with a call to action
3. Conversation: Interact with leads and applicants
4. Conversion: Fuel action to apply or to accept offer
#MichiganRecruits
@Shaunda

16. Results????
75% open / engage rate
20% click through rate
10% apply rate
#MichiganRecruits
@Shaunda

17. Candidate
Evolution…
Grandfather
Manager
at
Chrysler
Hated
his
job
but
it
provided
Required
Father
An
Engineer
Neutral
on
his
job
It
provided
success
=
$
Me
Life
(many
jobs)
Connection
to
job
/company
Part
of
my
purpose
#MichiganRecruits
@Shaunda

18. Older American’s
“Making as much money or learning new skills.”
Younger American’s
“Finding something they found enjoyable or making a difference.”
The
Atlantic…
What
is
the
primary
concern?
#MichiganRecruits
@Shaunda

19. “The
Year
of
Candidate
Experience”
Brand
+
Data
+
Coaching
=
Talent
Marketing
=
About
PEOPLE!
https://www.linkedin.com/pulse/year-­‐candidate-­‐experience-­‐shaunda-­‐zilich/
#MichiganRecruits
@Shaunda

20. Expectations
vs.
Fads
• Trend
=
when
innovation
resets
expectations
• Consumers
ARE
Candidates
• Traditional
– LI,
FB,
TW
• TV
(ONLY
LIVE
events
or
online)
• FB
Live,
Instagram,
Snapchat,
WeChat
• Live
/
Virtual
Events
/
Hackathons
#MichiganRecruits
@Shaunda

21. The
How
=
The
Conversations
• Authentic
stories
• Chat
vs.
phone
call
• Connecting
what/how/why
• Un-­‐automate?
YES!
(OMG)
• Top
411
• Questioning
the
almighty
career site
(at
least
the
search
capability)
#MichiganRecruits
@Shaunda

22. Expectations
-­‐ Behavior Trends
Trust
-­‐ Transparency,
Conversations,
Live
Decide
Strategy
-­‐ What
is
the
response
(tool/fad)?
• Reviews?
• Alexa
is
the
bomb!
• Smart
devices
becoming
smart
• Chat
bots
• VR
– what
is
next?
• AI
#MichiganRecruits
@Shaunda

23. Just
Say
NO
‘Shinny
Pennies’!!!!
1. What
it’s
the
trend?
2. What
is
the
strategy?
3. What
is
the
tool?
#MichiganRecruits
@Shaunda

24. Example…
What
is
the
problem?
Trust
What
is
the
strategy?
Transparency
What
is
the
tool/action?
Trend
vs.
Fad
#MichiganRecruits
@Shaunda

25. Future
of
recruiting
=
Questions.
• Will
searches
exist
on
Career
Sites?
• What
will
social
interactions
look
like?
-­‐ All
Live?
• How
will
data
drive
it?
• Where
will
AI
be
involved?
• How
will
crowdsourcing
and
social
matching
interact?
• Will
marketing
do
recruiting
or
the
opposite?
• Could
this
be
where
recruiting
leapfrogs
marketing?
• Dynamic
experiences
across
devices
and
platforms
(not
mobile/TV
– think
Apple
watch,
FitBit,
Alexa,
GoogleHome)
#MichiganRecruits
@Shaunda

26. Where
do
I
start?
• Just
getting
started…
• What
are
you
trying
to
solve?
– Write
the
Strategy
• Channels
– Transparent
– the
‘why’
storytelling
• Mid-­‐way
on
the
journey…
• Have
you
adjusted
to
the
new
candidate?
Pull
vs.
Push
mentality?
• Step
back
– ‘shinny
penny’
or
strategy
• Guru
of
Employment
Brand
• What
is
next?
How
will
you
leapfrog?
#MichiganRecruits
@Shaunda

27. • Organic
Social
Media
Strategy
• Employee
Advocacy
• Own
your
technology
choices!
• Stop
complaining!
Be
friends
with
marketing!
• Take
it
to
the
next
level!
Action
Plan…
#MichiganRecruits
@Shaunda

29. Selling
Experiences.
Finding
Purpose.