data driven digital strategies for recruitment marketing
TRANSCRIPT
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Data Driven Digital Strategies for Recruitment MarketingERE Media Spring 2016 Conference
www.adammonago.com
ADAM MONAGO
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Recruiters as Marketers
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DISCOVER & LEARN
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Online
INTEREST
COMPARE & CONSIDER
COMMIT
Reimagining the Marketing Funnel
Fans of Our CulturePASSIVE
(Website, Blogs, Social Media)
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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
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COMPARE & CONSIDER
COMMIT
Ask the Hard Questions Early
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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
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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
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About me
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Thank You
ADAM MONAGO
www.adammonago.com
www.linkedin.com/in/adammonago
@adammonago
www.adammonago.com