This document provides an overview of effective recruitment marketing strategies. It discusses four key steps: 1. Establishing a strong employment brand to attract top talent and reduce costs. This includes crafting clear messaging and getting company-wide involvement. 2. Conducting market research to understand the target audience and build talent communities. 3. Engaging internal and external influencers to advocate for the company as recruitment marketing dwarfs traditional teams. 4. Leveraging content marketing which generates more leads at lower costs than outbound tactics. The document emphasizes consistency, customization, and relationships to proactively engage talent.

1. RECRUITING IS MARKETING:
4 steps to get started

2. MEET YOUR PRESENTERS
Craig Fisher and Kim Pope
#Engage2Attract
CRAIG FISHER, CEO AT TALENTNET LIVE – @Fishdogs
John Wilsonis the founder and CEO of WilsonHCG,a topglobal recruitment process outsourcing
(RPO)and human capital consulting firm headquartered in Tampa, Florida.He has spent more than a
decade building WilsonHCG into a premier global RPO provider that’s bringing innovationto the
industry.John has pioneered redefining the RPO model, which is focusedon building better companies
and directly impacting its clients’ bottom lines through a customizable recruitment solutionwith
value-addedservices. John is an expert on hiring, motivating andretaining gen Y employees,and has
advisedFortune 500 companies on their emergence in the workforce.
KIM POPE, VICE PRESIDENT OF RECRUITMENT SOLUTIONS – @KimPope
As the Vice President of Recruitment Solutions, Kim leads and coordinates WilsonHCG's sales and
marketing functions. She is responsible for driving the strategy behindbuilding the company's brand
awareness and designing solutions for potential and current clients.With extensive experience in
talent acquisitionand recruitment process outsourcing,Kim brings innovationto WilsonHCG.She
collaborates with executive leadershipto developcompany strategy andimplement methods for
operational and process excellence.She has also been instrumental in building the framework for
WilsonHCG's global partnerships.

3. #Engage2Attract
#Engage2Attract
FOLLOW THE CONVERSATION
on twitter

4. #Engage2Attract
CURRENT STATE OF RECRUITMENT AND HUMAN CAPITAL
overview
of employers are currently experiencing recruitment difficulties – the majority
of labor and market outlook employers report that the vacanciesthey are finding
hard to fill are high-skilled or skilled.
– CIPD 2014
90%

5. WHAT MAKES UP
a proactive recruitment strategy?
STRATEGIC
SOURCING
WORKFORCE
PLANNING
RECRUITMENT
METRICS/ANALYTICS
MARKET RESEARCH
EMPLOYMENT
BRANDING
PROACTIVE RECRUITMENT
#Engage2Attract

6. EMPLOYMENT BRANDING & RECRUITMENT MARKETING

7. #Engage2Attract
EMPLOYMENT BRANDING & RECRUITMENT MARKETING
one in the same
reduction in cost-per-hire rates for organizations with a strong talent brand
and lower turnover rates by 28%.
– LinkedIn’s 2015 Global Recruiting Trends report
50%

8. #Engage2Attract
EMPLOYMENT BRANDING
key pieces
JOB DESCRIPTIONS
SOCIAL MEDIA
CAREER SITE
COMPANY CULTURE BLOG
CANDIDATE OUTREACH
AND COMMUNICATION
EMAIL CAMPAIGNS
TALENT COMMUNITIES
JOB FAIRS
WORD OF MOUTH

9. of talent acquisition leaders
say employer branding
significantly impacts their
ability to hire great talent.
– LinkedIn Employer Brand Handbook –
83%

10. #Engage2Attract
EMPLOYMENT BRANDING & RECRUITMENT MARKETING
three best practices
ESTABLISH A STRONG
EMPLOYMENT BRAND
DEVELOP AN EMPLOYEE
VALUE PROPOSITION
GET YOUR ENTIRE
COMPANY INVOLVED
1
2
3

11. CRAFTING THE MESSAGE

12. WHO DO YOU WANT
TO ATTRACT TO YOUR
ORGANIZATION?

13. #Engage2Attract
MARKET RESEARCH
first place to start

14. #Engage2Attract
TALENT COMMUNITIES
benefits
of employers do not have a talent pipeline.
– The Talent Equation & The Hiring Site58%

15. #Engage2Attract
KEY MESSAGING
is it clear throughout the entire candidate experience?

16. #Engage2Attract
CRAFTING THE MESSAGE
three best practices
IDENTIFY YOUR
AUDIENCE
CONDUCT STRATEGIC
MARKET RESEARCH
CONSISTENCY AND
CUSTOMIZATIONIS KEY
1
2
3

17. FINDING & ENGAGING INCLUENCERS

18. #Engage2Attract
YOUR PEOPLE
are the most unique thing about your company
GIVE THEM A VOICE
ENCOURAGE THEM TO BE HUMAN
THEY DWARF
MARKETING TEAMS
SOCIAL IS THE MAIN
CHANNEL
INBOUND STRATEGY
AND SEO
FOCUS ON BOOMERANGS
GOOD CONTENT VS. SPAM

19. #Engage2Attract
of global consumers trust ‘earned media’ such as word-of-mouth and
recommendations from friends and family, above all other forms of advertising.
– Nielsen
92%
YOUR PEOPLE
can be your biggest advocates

20. • People are going to leave
• Millennialssee work as a seriesof projects
• Be known as a place people come back to
• Your former employeesare noisy
#Engage2Attract
BOOMERANGS
who are they and why do they matter?
CULTIVATE YOUR BOOMERANG COMMUNITY!

21. Social Chorus defines
influence as a combination of
reach, relevance and resonance.
– Social Chorus –
!

22. is the average brands outperform their own original content when
they repurposes influencer content on their own channels.
– Adweek.com
35x
EXTERNAL INFLUENCERS
building relationships
#Engage2Attract

23. #Engage2Attract
ENGAGING INFLUENCERS
three best practices
IDENTIFY INTERNAL ADVOCATES
PINPOINT EXTERNAL INFLUENCERS
AND THEIR GROUPS/VALUES
BUILD AND EVOLVE
RELATIONSHIP WITH
INFLUENCERS
1
2
3

24. content marketing generates
3X MORE LEADS
than traditional outbound marketing,
BUT COSTS 62% LESS.
– Direct Marketing News –

25. THANK YOU!
questions and answers