recruitment content that converts · video gets 1200% more shares than text and images combined ....
Post on 26-Jun-2020
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Recruitment Content That Converts
Audra Knight @Media2Knight#EBRANDCON
About Me
@Media2Knight#EbrandCon
The candidate experience
@Media2Knight#EbrandCon
Inbound Recruiting FunnelAwareness
Preference
Apply
Loyalty
BrandAdvocates
CRM
ATS
@Media2Knight#EbrandCon
• blogs/answering questions
• Word of mouth/ advocacy
• content & SEO
• Opt in email lists
• Job boards
• SOurcing
• inmails
• Cold calling
InboundCandidates come to you
OutboundYou search for candidates
@Media2Knight#EBRANDCON
@Media2Knight#EbrandCon
CANDIDATE JOURNEY GOALAwareness
Preference
Apply
Loyalty
BrandAdvocates
Attract (Blogs, ADS, SEO)
CONVERT (email marketing, social)
CLOSE (easy apply, phone, follow up)
ENGAGE (surveys, social monitoring, contests) @Media2Knight
#EBRANDCON
AWARENESS PHASE
@Media2Knight#EbrandCon
ACTIVE vs. Passive seekers
vs
AWARENESS PHASE - ACTIVE SEEKERS
@Media2Knight#EbrandCon
JOB DESCRIPTIONS
92.5% of people see your job page first!
@Media2Knight#EbrandCon
Job page grader
@Media2Knight#EbrandCon
Job page grader
@Media2Knight#EbrandCon
@Media2Knight#EbrandCon
www.TheArtofRecruiting.com
@Media2Knight#EbrandCon
@Media2Knight#EbrandCon
AWARENESS PHASE - passive SEEKERS
Facebook ads
Pro-tip: meet with marketing regularly
@Media2Knight#EbrandCon
@Media2Knight#EbrandCon
Video gets 1200% more shares than
text and images combined
COMMON VIDEO MISTAKES
@Media2Knight#EbrandCon
All the same
Not targeted
Over produced
tARGETING -Candidate Personas
@Media2Knight#EbrandCon
• Years of experience
• Past employers
• Location
• Problems that you can solve
• Likes, dislikes
• Interests
• Channels
• Education
Hubspot PERSONA generator
@Media2Knight#EbrandCon
UNBOXING VIDEOS
@Media2Knight#EBRANDCON
UNBOXING VIDEOS
@Media2Knight#EbrandCon
VIDEO on a budget
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Facebook live
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PERSONALIZED OUTREACH
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PERSONALIZED OUTREACH
@Media2Knight#EbrandCon
preference PHASE
@Media2Knight#EbrandCon
Awareness
Preference
Apply
@Media2Knight#EbrandCon
Research time
Pro-tip: invest in a CRM/
Recruitment MArketing Platform
@Media2Knight#EbrandCon
EMAIL MARKETING
Bottom of the funnel
@Media2Knight#EbrandCon
Apply
Loyalty
BrandAdvocates
Where to post CONTENT
@Media2Knight#EbrandCon
Content CURATION
@Media2Knight#EbrandCon
Repurpose Content
@Media2Knight#EbrandCon
Metrics & ROI
Top: awareness, social engagement, site traffic, clicks
Middle: number of candidates, time to apply, source of candidate
Bottom: number of hires, source of hire, quality of hire, time to hire, cost per hire, drop-off rates
@Media2Knight#EBRANDCON
Action Items1. Review your job descriptions2. Plan a targeted video & pItch it3. Book a Meeting w/ Marketing (in person!)
@Media2Knight#EBRANDCON
Q&A
@Media2Knight#EBRANDCON
THANK YOU
@Media2Knight#EBRANDCON
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