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JWT INSIDE at #SouthWiRED14 – Finding the Balance Between Paid, Earned and Owned Recruitment Media

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JWT INSIDE at #SouthWiRED14 – Finding the Balance Between Paid, Earned and Owned Recruitment Media

  1. 1. FINDING THE BALANCE !Between PAID, EARNED & OWNED Recruitment Media @JWTINSIDE #INSIDEinsights
  2. 2. PRESENTING TODAY: @@JJWWTITNSINIDSEI #DINES I#DIENinSsigIDhtsE insights Emily Fearnley Search Engine Marketing Analyst About JWT INSIDE A full-service employee relationship marketing agency offering a range of recruitment advertising, employer branding, employee engagement and internal communications services. @emily_fearnley Search Engine Marketing Analyst
  3. 3. What We’ll Review • Paid vs. Earned vs. Owned Media • Finding the Balance • Social Media is Key • Brand Example • Recruitment Media Maturity Model PRESENTING TODAY: @@@JJJWWWTITTNISINNIDSSEII #DDINEES I##DIEINNinSsSigIIDhDtsEE iinnssiigghhttss Emily Fearnley Search Engine Marketing Analyst About JWT INSIDE A full-service employee relationship marketing agency offering a range of recruitment advertising, employer branding, employee engagement and internal communications services.
  4. 4. APPLYING CONSUMER METHODOLOGY TO RECRUITMENT MARKETING @JWTINSIDE #INSIDEinsights
  5. 5. Paid, Earned and Owned What’s the Difference? @JWTINSIDE #INSIDEinsights
  6. 6. OWNED • Controlled by Brand • Destinations • Driven by EVP • People Aware of Employer
  7. 7. OWNED • Careers Website • Talent Community • Company Blogs • Mobile Apps • Social Profiles • Videos • Webinars • E-Newsletters • Landing Pages • White Papers • Controlled by Brand • Destinations • Driven by EVP • People Aware of Employer
  8. 8. PAID • Amplify Message • Increase Exposure • Benefit Stops When Spending Stops • Reach People Unaware of Employer
  9. 9. PAID • Search Engine Marketing • • Amplify Message Job Postings • • Recruitment Increase Exposure Awareness Ads Benefit (i.e. Banners, • Out-of-Home) Stops When Print, • Enhanced Spending Company Stops • Profiles (i.e. LinkedIn, Glassdoor, Reach People Monster) • Career Unaware Fairs of • Social Employer Media Advertising
  10. 10. EARNED • Voluntary Actions • Holy Grail of Marketing • Long-Term Awareness and Benefits • Brand Loyalists
  11. 11. EARNED • Organic Search Rankings • Employer Awareness Reviews (i.e. Glassdoor, Indeed, Vault) • Social Following & Engagement (i.e. Followers, Fans, Likes, Shares) • Employee Referrals • Voluntary Actions • Holy Grail of Marketing • Long-Term Awareness and Benefits • Brand Loyalists
  12. 12. IT’S COMPLICATED
  13. 13. FINDING THE BALANCE
  14. 14. WHAT ABOUT CANDIDATE EXPERIENCE?
  15. 15. Candidates Are In Control PRESENTING TODAY: While of recruiters are active on LinkedIn, only of job seekers are. @JWTINSIDE #INSIDEinsights Emily Fearnley Search Engine Marketing Analyst About JWT INSIDE A full-service employee relationship marketing agency offering a range of recruitment advertising, employer branding, employee engagement and internal communications services. 36% 94%
  16. 16. Develop an INTEGRATED STRATEGY @JWTINSIDE #INSIDEinsights
  17. 17. • SEO • Employee Referrals • Social Media • Employer Awareness • Talent Pool Engagement @JWTINSIDE #INSIDEinsights • Media Analysis • What media do you have • that's contributing to Earned, • and what isn't? • Brand Authenticity • Positive Candidate • Experience
  18. 18. SOCIAL MEDIA IS KEY
  19. 19. Percent of 4-year college grads that go to the following channels to VET PROSPECTIVE EMPLOYERS’ COMPANY CULTURE: 23% 19% 19% 16% 13% (Source: 2014 Job Seeker Survey, Jobvite)
  20. 20. 5 QUICK TIPS 1. Owned channels are controlled by brands and act as destinations for traffic. 2. Paid efforts help increase reach and amplify messages. 3. Earned media is gained from the voluntary actions taken by others on behalf @JWTINSIDE #INSIDEinsights of the brand. 4. To develop the most effective integrated strategy, understanding your audience is key. 5. The ultimate goal is to have as much earned exposure as possible using your owned properties, supplemented by paid only as needed.
  21. 21. QUESTIONS? @JWTINSIDE #INSIDEinsights
  22. 22. THANK YOU. For recruitment media tips, how-to guides and additional resources, contact Emily at: emily.fearnley@jwt.com THANK YOU. For recruitment media tips, how-to guides and additional resources, contact Emily at: emily.fearnley@jwt.com Follow JWT INSIDE at: EMILY FEARNLEY emily.fearnley@jwt.com @emily_fearnley @JWTINSIDE #INSIDEinsights To download the interactive maturity model and quiz, go to: http://jwti.co/SWATL Follow JWT INSIDE at: @JWTINSIDE #INSIDEinsights

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