content is king. how to create sticky recruiting & employment branding campaigns

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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%  

10%  

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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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Mallory Brown @malloryporterb

mallory.brown@glassdoor.com

HRCI & SHRM APPROVED WEBINAR !

!

!

!

!

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Program numbers sent to you via email upon program completion. !

#BLOGGING4JOBS