RallyFwd May 2021: Chris Fitzner, Appian

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This document provides a guide for activating an employer brand in a new talent market within 60 days. It outlines three pillars: 1) Gathering talent intelligence through market data and competitor benchmarking. 2) Growing brand awareness through content marketing, PR, social media and events. 3) Nurturing qualified candidates through personalized content campaigns. The goal is to build awareness of the company, drive traffic to the career website, and generate qualified applicants for hiring.

Recruiting & HR

#RALLYFWD © 2021
1. How to create a data-driven,
multi-channel marketing playbook
to activate a new talent market in
60 days or less
2. How to provide valuable talent
intelligence to inform your strategy
3. How to apply your playbook to
defend your home talent market
© 2021
WHAT YOU’LL LEARN

© 2021
#RALLYFWD
PILLAR 1 - TALENT INTELLIGENCE
1. Talent market macro
overview
2. Competitor data
3. Internal data

© 2021
#RALLYFWD
MACRO OVERVIEW
© 2021
#RALLYFWD

© 2021
#RALLYFWD
INTERNAL DATA
© 2021
#RALLYFWD

© 2021
#RALLYFWD
Tools you can use to
gather talent intelligence
• Open source data
• LinkedIn Talent Insights
• BLS
• Recruiter Inmail Data

© 2021
#RALLYFWD
PILLAR 2 -
GROWTH
© 2021
#RALLYFWD

© 2021
#RALLYFWD
CANDIDATE JOURNEY
Apply or Talent Community Sign Up
Awareness
Consideration
Interest
Action
Who Is Appian? Why Should I Work There?
Projects Tech Culture
Beneﬁts Purpose Awards

© 2021
#RALLYFWD
PRO TIP: Boost LinkedIn Inmail Opens with Awareness Campaigns
126% higher Inmail response rate from those who interacted with our content
Originally focused ads on directly applying
>> Pipeline full of unqualified candidates,
wasted clicks and recruiters time
Pivoted to focus on awareness
>> Increased website traﬀic & open inmail
rates in target markets
Ad targeting
options mirror what
recruiters use to
source.

© 2021
#RALLYFWD
PR STRATEGY
Align with PR team and
identify culture
champions and topics in
target market to pitch.
Placements lead to increased referral traﬀic
Increase culture share of voice
Can repurpose content on social channels.
PR

© 2021
#RALLYFWD
EVP PR CHEAT SHEET
Tech Culture
Champion
Sales Culture
Champion
Consultant
Culture Champion
Targeted Publications That Align With Target Audience
Themes That Highlight Your EVP
General Culture
Leads to: referral traﬀic increase back to career site, pillar content to repurpose
into social assets, opportunities for future placements, content to be sent to
prospects by recruiters & sourcers, or included in nurture

© 2021
#RALLYFWD
NURTURE CAMPAIGN
• Qualiﬁed applicants added to pools using
automated triggers
• Quarterly awareness campaigns with
personalized content

© 2021
#RALLYFWD
KEY RESULTS
2,000+
regional
unique traffic
sessions
77
qualified
applicants
6
direct hires

© 2021
#RALLYFWD
Bonus Pillar - Defending Home Turf
- x

© 2021
#RALLYFWD
#yougotthis
• Anyone can run this playbook
• Lean into providing value for
your organization and don’t be
afraid to raise your hand
• Always put yourself in the
candidate’s shoes
#RALLYFWD © 2021

© 2021
#RALLYFWD
CHRIS FITZNER
Recruitment Marketing Strategist,
Appian
Thank You!
/in/chris-ﬁtzner/
chris.ﬁtzner@appian.com
@SeeFitzner

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3. #RALLYFWD © 2021 1. How to create a data-driven, multi-channel marketing playbook to activate a new talent market in 60 days or less 2. How to provide valuable talent intelligence to inform your strategy 3. How to apply your playbook to defend your home talent market © 2021 WHAT YOU’LL LEARN

16. © 2021 #RALLYFWD PRO TIP: Boost LinkedIn Inmail Opens with Awareness Campaigns 126% higher Inmail response rate from those who interacted with our content Originally focused ads on directly applying >> Pipeline full of unqualified candidates, wasted clicks and recruiters time Pivoted to focus on awareness >> Increased website traﬀic & open inmail rates in target markets Ad targeting options mirror what recruiters use to source.

17. © 2021 #RALLYFWD PR STRATEGY Align with PR team and identify culture champions and topics in target market to pitch. Placements lead to increased referral traﬀic Increase culture share of voice Can repurpose content on social channels. PR

19. © 2021 #RALLYFWD EVP PR CHEAT SHEET Tech Culture Champion Sales Culture Champion Consultant Culture Champion Targeted Publications That Align With Target Audience Themes That Highlight Your EVP General Culture Leads to: referral traﬀic increase back to career site, pillar content to repurpose into social assets, opportunities for future placements, content to be sent to prospects by recruiters & sourcers, or included in nurture

26. © 2021 #RALLYFWD #yougotthis • Anyone can run this playbook • Lean into providing value for your organization and don’t be afraid to raise your hand • Always put yourself in the candidate’s shoes #RALLYFWD © 2021

RallyFwd May 2021: Chris Fitzner, Appian

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