content is king. how to create sticky recruiting & employment branding campaigns
TRANSCRIPT
HRCI & SHRM APPROVED WEBINAR !
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Program numbers sent to you via email upon program completion. !
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1 or less 2 to 5 6 to 10 11+ 0%
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20%
30%
40%
Our Audience Is Diverse and Informed!
30,000,000+!
Years Experience!
No College!
Reason for visit…!
Members!
50%!50%!
Male!Female!College!
Grad School!
52%!
22%! 26%!
52%!job search!
44%!researching !companies!
4%!other!
Our Solutions!Job Slots!
Enhanced Profile!
Display Advertising!
• Increase Brand Awareness!
• Target Candidates Researching Competitor Profiles!
• Diversity & Inclusion Campaigns!
• Increase Brand Awareness!
• Influence Candidates!
• Unique Candidate Insight & Analytics!
• Source Quality Applicants!
• Demographic Targeting!
• Desktop, Mobile & Email!
Jessica Miller-Merrell!@jmillermerrell!
Jennifer Tharp @jterryrecruit!
OUR SPEAKERS
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WHAT IS CONTENT IN RECRUITING & HIRING?
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TYPES OF RECRUITING CONTENT
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• Blogs!• Images!• Video!• Landing pages!• Web pages!• Social media posts!
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WHAT IS CONTENT IN EMPLOYMENT BRANDING?
WHY CONTENT MATTERS
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• Engagement!• Improved candidate quality !• Developing talent pipelin!• Exposing the brand!• SEO!
POLL QUESTION #1 WHAT’S THE MOST IMPORTANT REASON TO CREATE CONTENT?:
• CANDIDATE ENGAGEMENT
• CANDIDATE QUALITY
• TALENT PIPELINE • EXPAND THE BRAND • SEO
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THE CANDIDATE IS EVERYTHING
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CANDIDATES WHO ‘FIT’ WILL BE 30% HIGHER QUALITY
2015 CEB Study !
A LOOK AT SODEXO:
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CONTENT DEVELOPMENT BASICS
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POLL QUESTION #2 WE’RE USING THE FOLLOWING TO CONDUCT CANDIDATE RESEARCH: • FOCUS GROUPS • COMPETITIVE
ANALYSIS
• JOB SEEKER SURVEYS • BENCHMARKS • OUR DATA
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RESEARCH
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• Focus Group(s)!• Competitive Analysis!• Job Seeker Surveys!• Benchmarks!• Muses!• Recruiting content audit!
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RESEARCH
“Your recruiting research can be the difference between a campaign success or
failure.”! !
- Jennifer Tharp!
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MEASURE
• Source of hire!• Turnover by source!• Clicks to conversion!• Cost per applicant!• Engagement by source!
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MEASURE
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MEASURE
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MEASURE: CASE STUDY
• Event page created as lead generation tool!
• Created by: Recruitment Branding!
• Pipeline managed by: Recruiting !
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MEASURE: CASE STUDY One post per channel!• Impressions: 110k!• 5% engagement!• Over 4,000 clicks! !
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MEASURE: CASE STUDY
Week 1 results!• Created 230 applicants all in the sales
space!• More field vs. inside sales !• Qualified but too senior!
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GET WEIRD
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GET WEIRD
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REPURPOSE: HOOTSUITE
Periscope Campaign!• #followthesun!• 230 new followers!• 5,078 views!• 164 minutes!• Tweets, video,
case study & blogs !
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REPURPOSE
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FINAL THOUGHTS
• Content and context make the candidate experience. !
• Don’t forget to experiment. It’s the key to competitive advantage. !
? ? ? QUESTIONS
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Jessica Miller-Merrell!@jmillermerrell!
Jennifer Tharp @jterryrecruit!!LinkedIn: b4j.co/jtharp!
SOURCES Hootsuite Case Study b4j.co/HootsuiteHROS!
Things to Knowe Before You Start a Recruiting Blog b4j.co/recruiting-blog!
Job What Content Do You Need to Recruit b4j.co/recruiting-content!
How Hot Job Market is Impacting Your Recruiting & Hiring !b4j.co/hot-job-market!!
SPEAKERS
LinkedIn: b4j.co/jmillermerrell!
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HRCI & SHRM APPROVED WEBINAR !
!
!
!
!
!
!
Program numbers sent to you via email upon program completion. !
#BLOGGING4JOBS