creative marketing that brings talent
TRANSCRIPT
“Creative Marketing that Brings Business and Talent”10/20/15
Influencing your Audience using Creative Video and Designwww.ocimageworks.com
AGENDA
ENGAGING EXAMPLES01
GOALS02
OBJECTIVES03
IMMEDIATE TOOLS 04
CREATIVE TACTICS05
Date | October 20 2015
ENGAGING EXAMPLES
ENGAGING EXAMPLES
I am thinking of a small vehicle with seats, a windshield, a steering wheel and no roof. What is it?
ENGAGING EXAMPLES
I am thinking of a small vehicle with seats, a windshield, a steering wheel and no roof. What is it?
Experience: Entry LevelDuties: Assist the marketing team with various tasks that support the company vision.
ENGAGING EXAMPLES
I am thinking of a small vehicle with seats, a windshield, a steering wheel and no roof. What is it?
Experience: Entry LevelDuties: Assist the marketing team with various tasks that support the company vision.
COMMUNICATION ISSUE
ENGAGING EXAMPLES
First impressions: who writes the most interesting books?
ENGAGING EXAMPLES
First impressions: who writes the most interesting books?
Volunteer: Decoding
ENGAGING EXAMPLES
First impressions: who writes the most interesting books?
Volunteer: Decoding
PERCEPTION ISSUE
WHAT’S NEXT
GOALS1. Crystal Clear Communication2. Perception Influence
OBJECTIVES1. Immediate Tools2. Creative Tactics
GOALS
GOALS
Crystal Clear Communication that Captures its audienceEveryone has a different style of communicating and learning, thus the goal of marketing communication is to eliminate misunderstanding. With a culture of information overload and attention deficit, clear communication is ever more important.
• Common Medium “Don’t make me think”
• Common Language"Explain it like I am 8”
CREATIVE TACTICS
GOALS
Perception InfluencePerceived value is a potential employee’s opinion of a company’s value to him or her. Thus, differentiation from other brands is an important marketing emphasis. What value is attached to your business?
• Attention“First impressions” are important, can you keep their initial attention?
• Interpretation New Information + Previous Knowledge + Expectation = Relevance
• RetentionTo provide a positive experience in the proceeding stages
OBJECTIVES
OBJECTIVES
1. Communicate Like How You Would Speaka) Be understandable: www.Readability-Score.comb) Speak with them, not at them. Features vs. Benefits.
“you” or “them” vs. “we”
OBJECTIVES
1. Communicate Like How You Would Speaka) Be understandable: www.Readability-Score.comb) Speak with them, not at them. “you” or “them” vs. “we”
2. Clear The Patha) Minimize clicks on your websiteb) Create an employment page
OBJECTIVES
3. Address the 5 Ws! (Who, what, when, where, why, how)a) FAQsb) Video
OBJECTIVES
OBJECTIVES
OBJECTIVES
3. Address the 5 Ws! (Who, what, when, where, why, how)a) FAQsb) Video
4. Address Pain Points and Urgency a) Ask new hiresb) Be concisec) Allow for skimmersd) Upside-down pyramid
OBJECTIVES
5. Be Real, Be Believablea) Write job descriptions for all of your current positionsb) Tailor each job description to that specific positionc) Share images of your office interactions and gatheringsd) Show images of what it’s like to work at your business on social
media
OBJECTIVES
5. Be Real, Be Believablea) Write job descriptions for all of your current positionsb) Tailor each job description to that specific positionc) Share images of your office interactions and gatheringsd) Show images of what it’s like to work at your business on social
media
6. Translate What you Do with What they Valuea) Monetary value b) Time investment valuec) Labor/workload value
OBJECTIVES
7. Go Where They Area) Social mediab) Sponsor an event c) Attend career fairsd) Have the best giveawaye) Attend events that are not career fairs!
i. Reach out to local chapters and associationsii. Speak at a local college’s honors society, minority
organization or other groupiii. Check alumni networks of local collegeiv. Hold an open house or afterhours at your facility
OBJECTIVES
8. Have Internal Conversationsa) Talk with current employees where to find good employeesb) Offer referral bonuses c) Keep a short list of top candidates
OBJECTIVES
8. Have Internal Conversationsa) Talk with current employees where to find good employeesb) Offer referral bonuses c) Keep a short list of top candidates
9. Know When to Call the Experts
OBJECTIVES
8. Have Internal Conversationsa) Talk with current employees where to find good employeesb) Offer referral bonuses c) Keep a short list of top candidates
9. Know When to Call the Experts
10. Be Creative!
CREATIVE TACTICS
CREATIVE TACTICS
1. Give presentations about your business to the community2. Teach others about what you do! Adults and children3. Apply for the “best employer” or “best places to work” awards4. Give back to the community. Volunteer, donate, etc. 5. Show them where you work. 360 photo, virtual tours (Go Pro/Drone), etc. 6. Explore non-traditional labor. At-home moms, persons with disabilities, etc.7. Advertise on Facebook with targeted demographic advertising8. Vehicle wraps9. Be Bold
CREATIVE TACTICS
CREATIVE TACTICS
CONCLUSION
CONCLUSION
Remember, in the end you are really Selling a career at your business.
Communication• Common Medium • Common Language
Perception Influence• Attention• Interpretation • Retention
THANK YOUFor your Attention
OC Imageworks1600 E. Lincoln Highway, Suite ADeKalb, IL 60115
815.756.8000
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NAME : Brian OsterPOSITION : Creative DirectorEXPERIENCE : 15 Years