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The Candidate Journey Isn't Linear: How to Craft Content Accordingly
This document discusses how to craft content for each stage of a candidate's journey: 1) The Awareness stage focuses on expanding reach and gaining attention through thought leadership, company news, awards, and advice for skills improvement. 2) The Consideration stage aims to share employee stories, project highlights, awards, company initiatives and checklists to help candidates consider the company. 3) The Interest stage nurtures candidates by showing career growth, employee experiences, meetings, newsletters, and personalized job alerts. 4) The Application stage provides resources like job descriptions, culture descriptions, interview tips, and expectations to help candidates apply. 5) The Selection stage assists with the interview process, feedback, and ensuring
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The Candidate Journey Isn't Linear: How to Craft Content Accordingly
- 1. The Candidate JourneyIsn’t Linear: How to Craft Content Accordingly
- 2. Webinar Tips forAttendees ● Audio is streaming over the web. ● Please make sure your speakers are turned on and turned up. ● All lines are muted to avoid background noise. ● Please submit questions using the Q&A tab in the lower left corner of your window.
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- 4. Speakers Elyse Mayer Director ofContent SmashFly Lauren McNiff Sr. Marketing Programs Manager Glassdoor
- 5. Let’s start witha reality check
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- 9. The funnel dictatesthe message The journey dictates the channels
- 10. Content, Stage byStage
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- 12. AWARENESS:Aha Stage 86% ofGlassdoor users are either actively looking for a job or would consider a better opportunity Source: Glassdoor.com U.S. Site Survey, August 2016
- 13. AWARENESS: Aha Stage Goals ofContent: • Expand reach • Optimize exposure • Get attention
- 14. AWARENESS: Aha Stage Peoplewant to know: • Who are you as a company? • What is your industry/product/service? • What do you do to make lives better – or, what is your purpose? • What are the current “hot topics” or “top issues” facing your company? • What’s in it for me?
- 15. AWARENESS: Aha Stage Tocreate or curate: • Show thought leadership with industry trends & stats • Company-specific news stories or press releases • Awards or lists, like Glassdoor’s Best Places to Work • Best practices, tips, advice for candidates looking to improve their skills • Social campaigns/hashtags/images
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- 18. CONSIDERATION: Game ChangerStage 69% of job seekers would not take a job for a company with a bad reputation, even if they were unemployed. Source: 1 Corporate Responsibility Magazine / Allegis Group Services Study, August 2012
- 19. CONSIDERATION: Game ChangerStage People want to know: • What type of people work at your company? • What projects are they working on? • Who are your primary competitors? Major customers? • What does your company do within the community? • What are the company’s values? What do they stand for?
- 20. CONSIDERATION: Game ChangerStage To create or curate: • Employee stories • Project highlights • Company or employee awards & recognition • Company careers blogs • Philanthropy or company initiatives & events • Quizzes or checklists about switching careers/industries • Infographics/stats related to industry or company initiatives
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- 24. INTEREST: Nurture Stage Peoplewant to know: • What does a career look like at your company? • What are you doing specifically within my field/discipline? • What projects will I work on? How will I grow? • What is your company culture really like, and what are employees saying about you? • What jobs are open that fit my background and experience?
- 25. INTEREST: Nurture Stage Tocreate or curate: • Visuals/infographics that show employee growth • Interactive chats or Q&As with employees • Monthly newsletter • Meet & Greet events • Employee videos & personal stories • CEO speeches or leadership keynotes • Job family/department-specific landing pages • Personalized job alerts • Third-party employee reviews
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- 30. APPLICATION: I’m Ready!Stage People want to know: • How well does this role match my experience and career interests/goals? • How can I stand out from other applicants? • What is your hiring process like? • Does this culture really match my values? • How do the benefits/salary compare to other positions I’m applying for?
- 31. APPLICATION: I’m Ready!Stage To create or curate: • Standardized, dynamic job description • Positive reviews and responses • Culture and benefits descriptions • Careers blogs from employees or recent hires • Recruiter profiles • Candidate resources and/or dedicated page on career site • Specific expectations via recruiter tips or emails • Interview resources and best practices
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- 35. SELECTION: Finding FitStage 93% of employees/job seekers say it’s important to be thoughtful and informed about all aspects of a company (e.g., culture, values, mission, businessmodel, future plans, pros and consabout the workplace) prior to accepting a job offer. Source: Glassdoor Harris Poll, April 2017
- 36. SELECTION: Finding FitStage People want to know: • Whom will I interview with and when? • When can I expect feedback? • Will I enjoy the physical environment? • Will I work well with the manager and team? • Will I be able to make my best contribution and grow here? • Does the salary offered meet expectations?
- 37. SELECTION: Finding FitStage To create or curate: • Interviewee reviews/tips on Glassdoor • Interview prep sheet • Follow-up timeline of final selection • Unique, personable offer email • Candidate info sheet with transportation information, benefits, etc. • Invite for Glassdoor interview reviews at end of process • Thank you notes for non-hired candidates • Talent network invitation for silver medalists
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- 40. HIRE & ONBOARDING Peoplewant to know: • How much training will I have? • Where do I get benefits, vacations, perks, wellness information? • What activities can I get involved in? • Who do I look to for support of questions? • How can I share my experience of working here? How do I give feedback?
- 41. HIRE & ONBOARDING Tocreate or curate: • Welcome packet • Checklists/FAQs • Orientation to benefits, procedures, and employee activities • Examples/stories of how feedback is put into practice • Celebrations of cultural traditions, company/team milestones • Requests for Glassdoor reviews at milestones • Social media policies and hashtags to follow • Connection list: team members to talk to first
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- 43. Go forth andconquer content!
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