Content is King. How to Create Sticky Recruiting & Employment Branding Campaigns
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The document discusses a webinar focused on content in recruiting and hiring, emphasizing the importance of engaging candidates and improving candidate quality through various forms of content like blogs and social media. It highlights the significance of research and metrics in measuring the success of recruitment campaigns. Examples and case studies demonstrate how effective content strategies can attract quality applicants and enhance brand awareness.
Content is King. How to Create Sticky Recruiting & Employment Branding Campaigns
- 2. HRCI & SHRM APPROVED WEBINAR ! ! ! ! ! ! ! Program numbers sent to you via email upon program completion. ! #BLOGGING4JOBS
- 3. 1 or less 2 to 5 6 to 10 11+ 0% 10% 20% 30% 40% Our Audience Is Diverse and Informed! 30,000,000+! Years Experience! No College! Reason for visit…! Members! 50%! 50%! Male!Female! College! Grad School! 52%! 22%! 26%! 52%! job search! 44%! researching ! companies! 4%! other!
- 4. Our Solutions!Job Slots! Enhanced Profile! Display Advertising! • Increase Brand Awareness! • Target Candidates Researching Competitor Profiles! • Diversity & Inclusion Campaigns! • Increase Brand Awareness! • Influence Candidates! • Unique Candidate Insight & Analytics! • Source Quality Applicants! • Demographic Targeting! • Desktop, Mobile & Email!
- 5. Jessica Miller-Merrell! @jmillermerrell! Jennifer Tharp @jterryrecruit! OUR SPEAKERS #BLOGGING4JOBS
- 6. WHAT IS CONTENT IN RECRUITING & HIRING? #BLOGGING4JOBS
- 7. TYPES OF RECRUITING CONTENT #BLOGGING4JOBS • Blogs! • Images! • Video! • Landing pages! • Web pages! • Social media posts!
- 8. #BLOGGING4JOBS WHAT IS CONTENT IN EMPLOYMENT BRANDING?
- 9. WHY CONTENT MATTERS #BLOGGING4JOBS • Engagement! • Improved candidate quality ! • Developing talent pipelin! • Exposing the brand! • SEO!
- 10. POLL QUESTION #1 WHAT’S THE MOST IMPORTANT REASON TO CREATE CONTENT?: • CANDIDATE ENGAGEMENT • CANDIDATE QUALITY • TALENT PIPELINE • EXPAND THE BRAND • SEO #BLOGGING4JOBS
- 11. THE CANDIDATE IS EVERYTHING #BLOGGING4JOBS CANDIDATES WHO ‘FIT’ WILL BE 30% HIGHER QUALITY 2015 CEB Study !
- 12. A LOOK AT SODEXO: #BLOGGING4JOBS
- 14. POLL QUESTION #2 WE’RE USING THE FOLLOWING TO CONDUCT CANDIDATE RESEARCH: • FOCUS GROUPS • COMPETITIVE ANALYSIS • JOB SEEKER SURVEYS • BENCHMARKS • OUR DATA #BLOGGING4JOBS
- 15. RESEARCH #BLOGGING4JOBS • Focus Group(s)! • Competitive Analysis! • Job Seeker Surveys! • Benchmarks! • Muses! • Recruiting content audit!
- 16. #BLOGGING4JOBS RESEARCH “Your recruiting research can be the difference between a campaign success or failure.”! ! - Jennifer Tharp!
- 17. #BLOGGING4JOBS MEASURE • Source of hire! • Turnover by source! • Clicks to conversion! • Cost per applicant! • Engagement by source!
- 20. #BLOGGING4JOBS MEASURE: CASE STUDY • Event page created as lead generation tool! • Created by: Recruitment Branding! • Pipeline managed by: Recruiting !
- 21. #BLOGGING4JOBS MEASURE: CASE STUDY One post per channel! • Impressions: 110k! • 5% engagement! • Over 4,000 clicks! !
- 22. #BLOGGING4JOBS MEASURE: CASE STUDY Week 1 results! • Created 230 applicants all in the sales space! • More field vs. inside sales ! • Qualified but too senior!
- 25. #BLOGGING4JOBS REPURPOSE: HOOTSUITE Periscope Campaign! • #followthesun! • 230 new followers! • 5,078 views! • 164 minutes! • Tweets, video, case study & blogs !
- 27. #BLOGGING4JOBS FINAL THOUGHTS • Content and context make the candidate experience. ! • Don’t forget to experiment. It’s the key to competitive advantage. !
- 29. Jessica Miller-Merrell! @jmillermerrell! Jennifer Tharp @jterryrecruit! ! LinkedIn: b4j.co/jtharp! SOURCES Hootsuite Case Study b4j.co/HootsuiteHROS! Things to Knowe Before You Start a Recruiting Blog b4j.co/recruiting-blog! Job What Content Do You Need to Recruit b4j.co/recruiting-content! How Hot Job Market is Impacting Your Recruiting & Hiring ! b4j.co/hot-job-market! ! SPEAKERS LinkedIn: b4j.co/jmillermerrell! #BLOGGING4JOBS
- 31. HRCI & SHRM APPROVED WEBINAR ! ! ! ! ! ! ! Program numbers sent to you via email upon program completion. ! #BLOGGING4JOBS