Glassdoor Employer Branding Summit Presentation: Jennifer Tharp
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Did you miss our first ever Glassdoor Employer Branding Summit? Don't worry about it! We have a full recap of all of the presentations right here. Check out Jennifer Tharp's presentation from the big day.
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Glassdoor Employer Branding Summit Presentation: Jennifer Tharp
- 1. Content is King, Distribution is Queen: Content Marketing for Recruitment Jennifer Tharp Talent Acquisition & Technology Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit @jterryrecruit
- 2. How do we run our kingdom? Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 4. Content Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 5. Audience Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 6. Context Confidential and Proprietary © Glassdoor, Inc. 2008-2014
- 7. Content Context Audience Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 8. Who is our audience? Where are they engaging? Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 9. Is your content reaching your audience? Unique Website Visits and Social Engagement Confidential and Proprietary © Glassdoor, Inc. 2008-2014 9 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 - Website Glassdoor Facebook LinkedIn Twitter
- 10. Distribution: Her Majesty Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 13. Tie Content to Relevancy Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
- 14. Leverage Partner Sites Confidential and Proprietary © Glassdoor, Inc. 2008-2014
- 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Added Benefit #GDSummit
- 16. Now What? Tie content to relevancy Leverage partner sites Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Take Action #GDSummit Automate Resist the temptation to distribute everywhere! Evaluate Who is your audience? Where are they engaging? Is your content reaching your audience? Where should you distribute your content?
- 17. connect with me Jennifer Tharp Talent Acquisition & Technology Director @jterryrecruit JennTerryTharp Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #GDSummit
Editor's Notes
- Content is King and Distribution is Queen. Jennifer Tharp will explore how in a world of readily available information, the job description and About Us section of your career site is simply not enough. Do you have a content marketing strategy? This session will explore best practices, approaches and tools you can use to develop the right strategy for your company, one that focuses on creating a connection with your candidates through the creation and distribution of original and engaging content.
- If you are publishing any information today for job seekers, you likely know the process” You and or a team of people, search and gather content (or create it). This could be job descriptions, articles, company info, anything really… Then we organize it; maybe with a content management software, excel, or even color coded sticky notes Then we publish it….
- This line has been used in many an article, blog, and presentation. But Buzzfeed, they have this figured out right? “27 Google searches by cat lovers” lists or the “what flavor potato chip are you”…if you are my FB friend you know my hippy name and when it comes to Friends characters, I am a Monica. I suspect nobody at Buzzfeed thinks they are creating or curating life changing content. They have really hit the mark in distribution. Rather than trying to produce the most or best content, could we improve our distribution plans and get a better return? So we stopped debating and discussing quality versus quantity and how we were going to organize it all and honed our focus.
- First, Content is King because without it, there’s nothing to communicate.
- Then there’s our audience. ALL of the people that are listening or visiting us. This is super important…remember this...
- Lastly is the Context. In what realm does this Content actually make sense to the Audience.
- The “holy grail” is the intersection of all three of these, where we are delivering the Content to the most relevant Audience in a Context that makes sense.
- So before we really started digging in our content distribution, aside from a few updates to the website and campaigns, we mostly focused on gathering and creating content for our social properties. This was only a fraction of the people that were interested in our jobs. So, as we really started to drill down into finding that holy grail where our audience, content, and context align, we thought we had some opportunities…we were barely reaching a sliver of our interested audience.
- So, in my case, this answer was simple…Probably not…. Our website (mobile and desktop) had far more traffic than our information on the traditional social sites, and our GlassDoor page was getting more traffic than all of our traditional social properties combined. Jan ‘14-Jun ’14 Desktop Website 4,645,040 Mobile Website 1,326,302 Facebook 61,321 Linkedin 35,882 Twitter 21,158
- So here is where we would cue the royal music for her majesty distribution… Note the center jewel. This may not be the case for everyone, but for us, att.jobs is where the majority of our audience is. We also had a GlassDoor profile page that was getting a ton a traffic, the social properties, and even email. Let me pause here for a huge shout out to my team. They are fabulous, smart, and more than a little brave. I started the conversation talking about ways to get all of our content out to all of these places…I was ready to distribute! I wanted to get all out there everywhere (and with automation software it could be done)….I had really thought this through… After much spirited discussion…they made their point…why does a technician in Florida care about a Retail Manager job in Alaska… From that point forward, audience/content/and context drove our distribution.
- Because att.jobs is where our audience is, we focus here. Customized, personal, in context. At first, the amount of content we were sharing went down…we were very diligent about making sure we had aligned the content/audience/and distribution But then something great happened…people were volunteering content all over the place…
- Great example. Jamie Rufulo works in When you make things meaningful, people care.
- Hashtag drive to pull from social outlets
- Hashtag drive to pull from social outlets
- SEO Benefits 2nd page results We rank higher than the Navy and National Guard
- Content is King and Distribution is Queen. Jennifer Tharp will explore how in a world of readily available information, the job description and About Us section of your career site is simply not enough. Do you have a content marketing strategy? This session will explore best practices, approaches and tools you can use to develop the right strategy for your company, one that focuses on creating a connection with your candidates through the creation and distribution of original and engaging content.