data-driven digital strategies for recruitment marketing-monago

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Data Driven Digital Strategies for Recruitment MarketingERE Media Spring 2016 Conference

www.adammonago.com

ADAM MONAGO

@adammonago#ERE16Image Credit: Dustin Lee

Recruiters as Marketers

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DISCOVER & LEARN

Online

INTEREST

COMPARE & CONSIDER

COMMIT

Reimagining the Marketing Funnel

Fans of Our Culture

PASSIVE(Website, Blogs, Social Media)

COMMIT(Recent Hires & Non-

Accepted Offers)

9-18 Months

Many Questions

Not Answered

Until Late in Interview Process

Most Successful Candidates & Late Stage Fails

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Will the company support my local community causes?

Do I know anyone who works there?

What is it like to be a designer on one of their teams?

What are the people I’ll work with actually like?

What does total compensation look like?

What do the employees think about working there?

Data Is All Around Us

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Identify EarlierProvide Opportunities to Opt-InContent Designed to “Activate”Career paths for business facing rolesTotal

compensationStories about impact for non-developers

Answer Key Questions Before InterviewsAddress the Frequently

Unasked Questions (FUQ’s)

Passive Candidates Active Candidates Content Strategy

Our Hypotheses

Diving In

Photo Credit: Anna Popović

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QualitativeEnrich The Experience

QuantitativeDetermine Where to

Have Maximum Impact

Data, Applied

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Activate the Passive

COMPARE & CONSIDER

COMMIT

Ask the Hard Questions Early

Content Strategy

for Candidate Journeys

Photo Credit: UNCG Research, 2014

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Empathy Mapping

Thinking and Feeling

Seeing

Hearing

Pains and Gains

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Recruiters and Talent Sourcers Marketer

Head ofOperationsSocial Media

Strategist

• Everyone puts themselves in the position of the candidate

• Generate lots of ideas (divergent thinking)

• Narrow down and prioritize options (convergent thinking)

• Iterative and IncrementalContent Strategist

Build Your Map With A Cross-Functional Team

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Bringing it All Together

The questions we want to help them answerThe experience we want them to haveThe content we need to deliver the experience

DISCOVER & LEARN

COMPARE & CONSIDER

INTEREST

COMMIT

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Communicating With Video

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Curate Create Customize

The 3 C’s of Content Strategy

Adam Monagoadammonago.com@adammonago

Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover

20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital

Passionate about #analytics, #martech, #seo, #contentstrategy and #design

Writing and public speaking on digital strategy and content marketing

@adammonago#ERE16

About me

@adammonago#ERE16

Thank YouADAM MONAGO

www.adammonago.com

www.linkedin.com/in/adammonago

@adammonago

www.adammonago.com