You know, too many chiefs say "people are our main asset", but just few walk the talk.
We BrandBakers, treat employees as customers and bring our knowledge and experience from business and marketing to the field of recruitment.
2. I consider employees as customer.
Get the most talented or the most valuable
requires three things:
PLAN + COMM + SALES
INTRODUCTION
3. Marketing
• Social networks
• Mobile web and
marketing
• Content
marketing
• Remarketing
Source:
Marketing trends in the Czech
Republic, Idealisti, 2/2014
Employer
Branding
• Recruitment
-> marketing
• Data, data, data
• Personal
contact
• Mobile web
Source:
Melissa Bailey, Universum,
11/2013
TRENDS
HR marketing
• Employer brand
• Welcome pack
• Social networks
• Plan for building
corporate
culture
Source:
HR marketing trends in the
Czech R., BrandBakers, 4/2014
10. UNDERSTAND THE CUSTOMER
Persona: Developer
• Be personal
• Be relevant
• Introduce employer
• Describe the technology
• Indicate the sallary
• Don’t want to be friends
• Don't call me
David Majda - Developer
15. • Clarification of goals
• Understanding the customer
• Organizing content
• Selection of form and vehicles
• Choosing customer's best channels
Target
Customer
Content
Form
Vehicle
Media
channels
CONTENT STRATEGY
16. 1. Why
= purpose
2. How
= approach (mastery & autonomy)
3. What
= job offer
Purpose
Mastery
Autonomy
Why?
How?
What?
MOTIVATION AND COMM'S
STRUCTURE
17. CONTENT OF RECRUITMENT COMM
• Why - purpose:
– Meaning of existence
– Contribution of the work
role
• How– approach:
– Corporate culture
– Corporate values
– Employee's intro
– Growth opportunities
– Leadership style
– Technology and know-
how
– Ideas and Opinions
– Awards, CSR activities
• What – offer:
– Introduction
– Reasons why with us
– Benefit system
– Recruitment
advertisement
23. What does this company
do thaht is unique?
§ Video
§ Blog
§ Exec interviews
Discovery
Preference
Consideration
CREATE CONTENT NURTURING
YOUR FULL CANDIDATE JOURNEY
24. Why should I be
interested? What
opportunity for me?
§ Job description
§ Product demos
Discovery
Preference
Consideration
CREATE CONTENT NURTURING
YOUR FULL CANDIDATE JOURNEY
25. Why is it right for my
career?
§ Employss reviews
§ Manager’s profile
§ Customer testimonials
Discovery
Preference
Consideration
CREATE CONTENT NURTURING
YOUR FULL CANDIDATE JOURNEY
26. IN SALES AND MARKETING WE
CONSIDER...
Size of Prize
How Big?
Temperature
How Likely?
Low
High
High
27. IN SALES AND MARKETING
Size of Prize
How Big?
Temperature
How Likely?
Low
High
High
Nurture
Build Awarness
“Red Carpet”
Tele-Sales
Marketing
Sales
28. IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
High
Nurture
Build Awareness
“Red Carpet”
Tele-Sales
29. IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
High
Nurture
Buld Awarness
“Red Carpet”
Tele-Sales
1:Many 1:1
30. IN RECRUITING
Quality
Who has expertise
in skills we need?
Temperature
Which prospects are most likely engage?
Low
High
High
Nurture
Build Awarness
“Red Carpet”
Tele-sales
1:Many Approach
§ Persona-based targeting
§ Content strategy
§ Sponsored & follower updates
1:1 Approach
§ Direct outreach via a
recruiter or hiring manager
31. RECAP – WHAT TO DO ?
1. Establish a plan and a select target group
1 2 3
Use content
resonating with
target group
Take care a lot
Define target
group through
Persona
2. Create and distribute content / warm’em up
3. Deal and conclude