Media Planning in the context of Recruitment is very typical, given the context of niche demand and supply. This presentation helps one to think about leveraging various digital channels to solve Employer Branding / Recruitment Marketing problem.

1. MEDIA PLANNING APPROACH
–
EMPLOYER BRANDING
CONTEXT
Anandan Pillai
Associate Director (Paid
Media)
Performics.Resultrix

2. PAID MEDIA – WE ALL KNOW!

3. WHO IS MY TG?
•Active Candidate
•Passive Candidate
•Employee
•Alumni
•Influencers (Recruiter / HR Leader / Staffing Company)

4. MEDIA PLANNING APPROACH
•TG vs Objective
•Opportunity / Market sizing
•Targeting / Segmenting
•Channel selection
•Media buying type – CPM / CPC / CPVisit / CPL / CPAction
•Attribution
•Viewability
•Measurement

5. KEY OBJECTIVES
Branding /
Awareness
Engagement /
Evangelism
Performance
Consumer
Marketing
Recruitment
Marketing
- Customers
- Consumers
- Society
- Corporate Brand
- Product / Service
- Store
- Activations
- Event Associations
- Store Visits
- Online Sales
- Leads
- Downloads
- ARPU / ROAS
- Employer Brand
- New Location
- Applications
- Recruitments
- Cost Per Candidate
- Employee
- Alumni
- Society

6. MARKET / OPPORTUNITY SIZING
250 million ! 45 million ! 40 million !
Users
42 million !
Page
Visits
26 million ! 9.4 million ! 9.4 million !
Source: Statista & SimilarWeb

7. AUDIENCE /INTENT TARGETING
First Party
•Data Management Platforms (Adobe Audience
Manager)
•Oracle DMP
•Nielsen DMP
•Facebook Audiences
Third Party
•BlueKai
•Lotame
•eXelate
•Datalogix
•Experian
•Crossix
Website
Visitors
Blockchain Creative
Project
Managers
Blockchain Creative
Project
Managers
DMP
DSP
Lookalike
Audience
Lookalike
Audience
Lookalike
Audience

8. CHANNEL SELECTION
Do Candidates apply for a job on their first attempt ?
Reach Builders
•Facebook
•YouTube
•Sports
•Business / Tech
Reminders
•Twitter
•LinkedIn
•Email
•Webinars
Action
•Job Portals
•JobSite
•Walk-ins
•Campus
Recruitment

9. ATTRIBUTION

10. VIEWABILITY: IS MY AD VISIBLE?
Integral Ad Science
Moat

11. USE CASE
Objective:
Hire Blockchain
Professionals

12. ROUTES
Performance
Funnel
Approach
- JobSites
- LinkedIn
- Build Awareness
- Drive
Consideration
- Optimize for
Action
Cons
- Time
consuming
Pros
- Awareness
- Pipeline
- Evangelism
- Cost Effective
(Debatable)

13. JOBSITES

14. LINKEDIN

15. PEOPLE ARE RESEARCHING IN
PLACES WHERE THEY SPEND
MORE TIME

16. FUNNEL APPROACH
Facebook Videos, Canvas,
Carousels
YouTube Search Ads,
Placement Targeting
Tech Websites
LinkedIn
JobSites
Career
Portal

17. BRAND LIFT STUDIES – FACEBOOK
& YOUTUBE•Ad Recall
•Brand Awareness
•Campaign Awareness
•Top-of-Mind Awareness
•Message Recall
•Consideration
•Preference
•Recommendation
•Action
Facebook
YouTube

18. KEY MESSAGE
•Marketing is a continuum
•Paid Media can be less bleeding, if Owned & Earned are managed well
•Invest Now, to reap in future
•Leverage your own audience, customize messaging and snowball

19. THANK YOU anandanp22@gmail.com
@anandan22