leverage your brand: the intersection of talent ...€¦ · visuals are your headline: photos...

§ Adrianne Nelson, Senior Director, SIA

January 28, 2020

Speakers:

Moderator:

Leverage Your Brand: The Intersection of Talent Acquisition and Marketing

Sponsored & presented by:

§ Jessica Armbrust, Media Solutions Consultant, LinkedIn§ Dennis Gushue, Enterprise Sales Director, Search & Staffing MME, LinkedIn

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Our speakers today:▪ Jessica Armbrust,

Media Solutions Consultant, LinkedIn

▪ Dennis Gushue, Enterprise Sales Director, Search & Staffing MME, LinkedIn

Moderator: Adrianne Nelson, Senior Director, CCWP, SIA

Tuesday, January 28, 2020

Leverage Your Brand:The Intersection of Talent Acquisition& Marketing

Introductions

Dennis GushueDirector of Sales, Search & Staffing

Jessica ArmbrustMedia Solutions Consultant

Brand: The Numbers

82% 87%of leaders believe that maximizing your brand is a key organizational

priority in their strategy.

2nd

maximizing brand ranked second out of

nine strategic priorities for leaders

of leaders believe that brand has a significant impact on their ability to grow their business.

3The number of girls under the age of 7, Dennis has at home

6The number of siblings Jessica has

Agenda

1 Provide an overview of brand and why it matters to future proof your business

2 Explore four marketing fundamentals and how you can use them to build your brand

3Demonstrate how to elevate your firm’s brand awareness to create trust and engagement through a full funnel content marketing approach

What is Brand?“Brand is a set of expectations, memories, stories and relationships that, taken together, account for the consumers decision to choose one product or service from another”

– Seth GodinBest Selling Author, Entrepreneur, Speaker, Teacher

“You never get a second chance to make a first impression.”

Your Brand The sum of all experiences your clients & candidates

have with you.

Your Brand is Your Promise

Without brand awareness, there can be no lead.

How are you preparing for your business's future...

Stronger Brand Presence

Gain More Clients Hire Internally

Place Candidates

Marketing Fundamentals1. The Marketing Funnel

2. Vision & Mission

3. Audience & Targeting

4. Online Presence

The Marketing Funnel

Cold customerA cold customer does not know who youare as a company or likely never engaged with your company

Warm customer

Unaware

Aware

Engaged

Considering

A warm customer hasa good idea of whoyou are as a company

Convert/Applied

*Warm customer = Visiting company/ career page, viewing a job, following your company, impressions and clicks on recruitment ads and clicks/social actions on updates.

Marketing Fundamental #1

LinkedIn's Vision:Create economic opportunity for every member of the global

workforce.

LinkedIn's Mission:Connect the world's professionals to make them more productive

and successful.


Vision & Mission

Know Your Target Audience Bring your ideal audience to life with unique descriptions that help you target the right people and tailor your marketing


Targeting

Layer targeting to zero in on the best prospects.


Source: Marketing Effectiveness in the Digital Era, IPA Databank, June 2017

Online PresenceMarketing Fundamental #4

Short term campaigns and hiring pushes help with immediate needs, while a sustained, always-on approach powers long term growth.

Elevate Your Brand throughContent Marketing

We recommend 3 simple steps

Build ConvertEngage

Increase Reach: Growing the exposure of your content and message is a primary goal of brand awareness

Increasing your followers helps build a foundation for sustained, organic reach that will generate engagement

Getting clients and candidates to interact with your content generates more lead opportunities

Tips for increasing your…

Build

Reach• Use both organic and paid methods to reach your target

audience

• Include relevant hashtags such as: “leadership”

• Keep your targeting broad – don’t exclude people too early in the funnel

• Maintain an “always-on” brand presence

• Encourage employee advocacy- re- share company posts


Engage

Engagement

• Add a "Follow" button on all social media posts

• Build out your company and career page presence

• Maintain a steady stream of content –organic and sponsored

• Capitalize on social actions such as: comments, shares, likes

Build


Convert

Getting clients and candidates to interact with your content generates more lead opportunities

Conversion

• Implement a specific call to action

• Provide value and thought leadership for your audience – talk about a topic, not just your brand

• Personalize your content – relevancy is key

• Drive traffic to lead capture pages

How do you tie it together?

Align content to the client and candidate journey

• Photographs of life at your company • Employee & client testimonials• Company news and updates from

leadership team• Career tips• Videos• Thought Leadership articles: blogs, white

papers, webinars • Emails/ inMails• Lead Capture Pages leveraging specific call

to actions

Unaware

Aware

Engaged

Considering

Life at your company Visuals are your headline: photos showcase your company culture, values, talent brand. The best way to capture attention is to use pictures that inspire

4 tips for optimizing your content

Tailor

Tailor messaging for each segment

or persona

Visuals

Visuals are your headline

Mobile

Design for mobile

experience

Test

A/B test creative and optimize for

results

Career Tips & Inspiration Hook your audience with content that appeals to their professional interests and aspirations. The more relevant your message, the greater its impact

Top 5 reasons people engage with content

Convert leads by utilizing specific “call to action” buttons & pagesUtilize specific “call to action buttons” and custom landing pages to reach passive/ active candidates and decision makers to generate leads

And remember... • Be responsive: respond to comments and questions. You will earn trust if you are thoughtful and approachable

• Reciprocate: share, comment and like other people’s content. They in return will be more likely to interact with your posts

• Post at peak activity times

• Post frequently: At least once a week

• Lead with a catch first line: the first line of your message draws the audience in. Lead with a question

Proverb

"The best time to plant a tree was 20 years ago. The second-best

time is now."


Time for your questions…


Thank you for your sponsorship


SIA Resources for Corporate Members§ Talent Acquisition Technology Ecosystem§ Temporary Worker Survey 2019: Full Report§ North America Staffing Company Survey 2018: Full Report

Corporate members may access related SIA research via these links. Not a member but interested in accessing the research? Please contact [email protected] for assistance.

https://www2.staffingindustry.com/Research/Research-Reports/Americas/Talent-Acquisition-Technology-Ecosystem

http://www2.staffingindustry.com/site/Research/Research-Reports/Americas/Temporary-Worker-Survey-2019-Full-Report

https://www2.staffingindustry.com/Research/Research-Reports/Americas/2018-Staffing-Company-Survey


§ Copies of the slides and a link to the audio recording will be distributed to all attendees within 48 hours following the webinar.

§ A replay of the webinar will be available for Corporate Members at www.staffingindustry.com.

http://www.staffingindustry.com/


Founded in 1989, SIA is the global advisor on staffing and workforce solutions. Our proprietary research covers all categories of employed and non-employed work including temporary staffing, independent contracting and other types of contingent labor. SIA’s independent and objective analysis provides insights into the services and suppliers operating in the workforce solutions ecosystem including staffing firms, managed service providers, recruitment process outsourcers, payrolling/compliance firms and talent acquisition technology specialists such as vendor management systems, online staffing platforms, crowdsourcing and online work services. We also provide training and accreditation with our unique Certified Contingent Workforce Professional (CCWP) program.

Known for our award-winning content, data, support tools, publications, executive conferences and events, we help both suppliersand buyers of workforce solutions make better-informed decisions that improve business results and minimize risk.As a division of the international business media company, Crain Communications Inc., SIA is headquartered in Mountain View, California, with offices in London, England.

For more information: www.staffingindustry.com

For global coverage across the workforce solutions ecosystem, follow us @SIAnalystsand connect via

About Staffing Industry Analysts (SIA)

PROPRIETARY DATA, DO NOT DISTRIBUTE OUTSIDE YOUR ORGANIZATION. Your company’s use of this report precludes distribution of its contents, in whole or in part, to other companies or individuals outside your organization in any form – electronic, written or verbal – without the express written permission of Staffing Industry Analysts. It is your organization’s responsibility to maintain and protect the confidentiality of this report.

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leverage your brand: the intersection of talent ...€¦ · visuals are your headline: photos...

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