recruitment content that converts · video gets 1200% more shares than text and images combined ....
TRANSCRIPT
Recruitment Content That Converts
Audra Knight @Media2Knight#EBRANDCON
About Me
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The candidate experience
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Inbound Recruiting FunnelAwareness
Preference
Apply
Loyalty
BrandAdvocates
CRM
ATS
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• blogs/answering questions
• Word of mouth/ advocacy
• content & SEO
• Opt in email lists
• Job boards
• SOurcing
• inmails
• Cold calling
InboundCandidates come to you
OutboundYou search for candidates
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@Media2Knight#EbrandCon
CANDIDATE JOURNEY GOALAwareness
Preference
Apply
Loyalty
BrandAdvocates
Attract (Blogs, ADS, SEO)
CONVERT (email marketing, social)
CLOSE (easy apply, phone, follow up)
ENGAGE (surveys, social monitoring, contests) @Media2Knight
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AWARENESS PHASE
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ACTIVE vs. Passive seekers
vs
AWARENESS PHASE - ACTIVE SEEKERS
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JOB DESCRIPTIONS
92.5% of people see your job page first!
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Job page grader
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Job page grader
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www.TheArtofRecruiting.com
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@Media2Knight#EbrandCon
AWARENESS PHASE - passive SEEKERS
Facebook ads
Pro-tip: meet with marketing regularly
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@Media2Knight#EbrandCon
Video gets 1200% more shares than
text and images combined
COMMON VIDEO MISTAKES
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All the same
Not targeted
Over produced
tARGETING -Candidate Personas
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• Years of experience
• Past employers
• Location
• Problems that you can solve
• Likes, dislikes
• Interests
• Channels
• Education
Hubspot PERSONA generator
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UNBOXING VIDEOS
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UNBOXING VIDEOS
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VIDEO on a budget
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Facebook live
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PERSONALIZED OUTREACH
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PERSONALIZED OUTREACH
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preference PHASE
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Awareness
Preference
Apply
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Research time
Pro-tip: invest in a CRM/
Recruitment MArketing Platform
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EMAIL MARKETING
Bottom of the funnel
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Apply
Loyalty
BrandAdvocates
Where to post CONTENT
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Content CURATION
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Repurpose Content
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Metrics & ROI
Top: awareness, social engagement, site traffic, clicks
Middle: number of candidates, time to apply, source of candidate
Bottom: number of hires, source of hire, quality of hire, time to hire, cost per hire, drop-off rates
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Action Items1. Review your job descriptions2. Plan a targeted video & pItch it3. Book a Meeting w/ Marketing (in person!)
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Q&A
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THANK YOU
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