data driven digital strategies for recruitment marketing

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Data Driven Digital Strategies for Recruitment MarketingERE Media Spring 2016 Conference

www.adammonago.com

ADAM MONAGO

@adammonago#ERE16 2Image Credit: Dustin Lee

Recruiters as Marketers

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DISCOVER & LEARN

3

Online

INTEREST

COMPARE & CONSIDER

COMMIT

Reimagining the Marketing Funnel

Fans of Our CulturePASSIVE

(Website, Blogs, Social Media)

4

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 Earlier

Provide Opportunities to Opt-In

Content Designed to “Activate”

Career paths for business facing roles

Total compensation

Stories about impact for non-developers

Answer Key Questions Before Interviews

Address the Frequently Unasked Questions (FUQ’s)

Passive Candidates Active Candidates Content Strategy

Our Hypotheses

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Diving In

Photo Credit: Anna Popović

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Qualitative Enrich The Experience

Quantitative Determine Where to

Have Maximum Impact

Data, Applied

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Activate the Passive

10

COMPARE & CONSIDER

COMMIT

Ask the Hard Questions Early

11

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 of OperationsSocial 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 answer

The experience we want them to have

The content we need to deliver the experience

14

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 Monago adammonago.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

17@adammonago#ERE16

About me

@adammonago#ERE16

Thank You

ADAM MONAGO

www.adammonago.com

www.linkedin.com/in/adammonago

@adammonago

www.adammonago.com