RECRUITMENT MARKETING PILLAR #3 PRESENTED BY David Searns CEO UNDERSTANDING Recruitment Marketing 1
What is Recruitment Marketing? WIKI PED IA: Recruitment Marketing is the strategies and tactics an organization uses to find, attract, engage and nurture talent before they apply for a job. What is Recruitment Marketing HALEY MARKETING: Recruitment Marketing is everything that goes into getting a job candidate to click the apply button. 4 Pillars of Recruitment Marketing CAREER SITE JOB ADS & DISTRIBUTION SOCIAL RECRUITING EMPLOYMENT BRANDING 2
STRATEGY A WOR D OF WAR N I N G is NOT just posting jobs on social media. D EF I N I T ION: Using social media to attract and nurture relationships with ACTIVE and PASSIVE job seekers. 3
Strategy KEY PRINCIPLES OF SOCIAL RECRUITING STRATEGY: 1. Create strategies for ACTIVE and PASSIVE talent. 2. Generate candidate referrals. 3. Build talent networks. 4. Re-engage and reactivate candidates. 5. Position your company as a Best Place to Work. Active Job Seekers Promote jobs Build company brand Strengthen reviews Generate referrals It s about getting your jobs found by the right people at the right time. Passive Job Seekers Engaging content Emotional Educational Entertaining Reasons to become active Build talent communities Generate referrals 4
Passive Job Seekers Why people change jobs: Money Benefits Boredom Schedule Dead end Manager Social recruiting is about connecting with people so you need to know who these people are! Personas Know your audience Demographics Stage of career Stage of life Common challenges & interests Your social recruiting content strategy needs to connect with your audience emotionally and intellectually. 5
Funnel Capture attention fun, engaging, useful content. Content Seekers Create interest in looking for a new or better job. Sell your jobs. Create interest in your company. Create a conversion path. Social -> Website -> Jobs -> Apply. Passive Job Candidates Active Job Seekers Apply Okay, I get it but what should I ACTUALLY DO??? TACTICS 6
Channels LinkedIn Facebook Twitter Instagram & Snapchat Industry Community Sites Review Sites YouTube SEO & PPC Email & Texting LinkedIn Company page Status updates Messaging Like, Share & Comment LinkedIn publishing Groups Sponsored content LinkedIn Premium LinkedIn Expanding your reach Hashtags Tag influencers Hijack news & events Build sharing network 7
LinkedIn Automate Blog feed Recruiter job feed Industry news feed Curated content Tools Feedly BufferApp Dlvr.it Facebook Company page Status updates Facebook Groups Facebook Jobs Live On Demand Webinar: Sourcing on Facebook www.lunchwithhaley.com Facebook Sponsored content Boost Retargeting Matched audience Social targeting 8
Twitter Feed all jobs Blog feed Monitor mentions Tagging Influencers Events Trends and hot topics Talent community accounts Direct recruiting Twitter Hijacking events Hashtags Tagging Direct messaging Instagram Company page Talent community pages Content strategy Audience strategy 9
SnapChat Company branding Events Education Snaplications YouTube Company branding Job profiles Explainers Education Quick Q&A Industry Community Sites Be a content contributor Forums / blogs Webinar Comments Q&A Monitor content Post jobs 10
SEO Attract active & passive job seekers Keyword hockey stick Optimize jobs Answer questions with content Hijack events PR Write for others Google for Jobs PPC Retargeting Matched audiences Look-alike audiences Social targeting AdWords Display in talent community sites Geofencing events or companies Email & Texting Job alerts Newsletters Event invites Autoresponders Service feedback 11
CONTENT STRATEGY Content AIDA Live Video > Video > Images > Text Short Format => Capture Attention Long Format => Builds Brand Video Promotion Job advertisements Company branding Training Explainer Education Live events Testimonials 12
Social Graphics Featured images Testimonials Social reviews Holidays Company events Industry events #Monday motivation #tbt How-Tos Long Format Webinars ebooks Whitepapers Surveys Podcasts Content Sharing Strategy Match medium to audience Optimize timing Schedule sharing Repeat 13
SOCIAL RECRUITING Recruit Smarter Putting It All Together Focus on your employment brand first (be a Best Place to Work) 3+ stars on review sites Optimized career site Putting It All Together Social recruiting goals Develop personas Active job-seeker strategy Passive job-seeker strategy Content plans Of course, don t forget BE SOCIAL! Go! 14
recruit smarter. www.haleymarketing.com/sw2018 Any questions? 1.888.696.2900 info@haleymarketing.com @haleymarketing www.facebook.com/haleymarketing/ Coming Next: The New HaleyMail Tuesday, October 23 at 2 PM ET Reserve your seat: www.lunchwithhaley.com 15