Brick by Virtual Brick

Building Talent Communities with practical suggestions in under 30 minutes a dayw/Maren Hogan

What We’re Going To Do!

1. Learn how to tactically build a responsive community2. Identifying and location your target talent market3. Creating content and community messaging4. How to build out and implement your editorial calendar 5. Choosing the right platform

Tactical Building Blocks

• Identifying The Right People• Curating Content• Starting Conversation• Messaging Focus• Planning Tools• Choosing a Platform• Measuring Response

Who?

Build an “ideal employee profile”

Write this down

Invite Them In

Marketing• Has to research target markets and tailor their

messaging to several.• Must use multiple distribution channels.• Works with customer service to ensure seamless

experience.• Has lower cost of acquisition.• Candidates are different as are their expectations for a

“good” experience.• As application channels increase, so too must the

communication loops.• Candidate experience doesn’t happen in a vacuum.

How to Reach Them?

• Loop11• Silverback 2.0• Omniture• Youtube• Facebook

• LinkedIn• Salesforce• Constant Contact• Aweber• YOUR ATS

Rapid Response Team

No it’s not easy, but whether you do it through social channels, the telephone, auto-responders or a CRM, you MUST respond to people.

No excuses.

Tools

• Gmail, Outlook (autoresponders, canned responses)

• Salesforce/Sugar/ACT• Autoresponders or timed responses via Vertical

Response, Constant Contact, MailChimp, Aweber• Social channels inc. Twitter• There are several tools, including Gist, Rapportive,

Sprout Social and more that will allow you to keep track of people that email a certain address.

• Many of these are free or very low cost and allow you to import/export CSV files.

Market research

A good marketer knows his or her markets, all of them. How can you use this information to your advantage? You got it. Networks, communities, or just contact!

Tools

• Eloqua• Survey Monkey• QuestionPro• Facebook Insights• Dive into your ATS

data• Your own two

hands

• Research can be conducted via follow up surveys

• Beta groups can be used on LinkedIn

• Testing tools within your career site and facebook

• Try your own career site.

Talent Communities:Make people want to be there.

Content Marketing

Got a captive audience that needs something? Give it to them. They may not be today’s hire, but they could be tomorrow’s (or a customer!)

Tools

• RSS feeds• Storify, Paper.li, etc• Slideshare• Video• Good old fashioned

email

• If content creation is out of the question, try curation.

• Use questions/pictures to start conversations.

• People love video, especially when it shows them the answer to a burning question.

Content is no longer king.{Conversation} is KING.

Do this:

Create a loose editorial calendar.

Planning

Automation. Say it with me.

Choosing a platform

{the recruiting ones}

a {platform} is the least of your worries.

Tactical Building Blocks

• Identifying The Right People• Curating Content• Starting Conversation• Messaging Focus• Planning Tools• Choosing a Platform• Measuring Response

You need a role model.

• marketing• administrative• interns• executive• legal• {employees}

You need help.