Activating Your Employer Brand in a New Talent Market in 60 Days

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#RALLYFWD
Activating Your Employer
Brand in a New Talent
Market in 60 Days
Chris Fitzner
Recruitment Marketing Manager,
Appian

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#RALLYFWD © 2021
#RALLYFWD

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1. How to create a data-driven,
multi-channel marketing playbook
to activate a new talent market in
60 days or less
2. How to provide valuable talent
intelligence to inform your strategy
3. How to apply your playbook to
defend your home talent market
© 2021
WHAT YOU’LL LEARN

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ABOUT APPIAN

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WOULD YOU LIKE TO LIVE
(AND WORK) HERE?
• Build brand awareness of Appian in new talent markets
• Defend and grow our talent market on our home turf
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READY. SET. ACTIVATE!
• Talent
Intelligence /
Data
• Growing
Brand
Awareness
• Nurturing
Candidates
Days
1 - 10
Days
11 - 50
Days
51 - 60

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PILLAR 1 - TALENT INTELLIGENCE
1. Talent market macro
overview
2. Competitor data
3. Internal data

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MACRO OVERVIEW
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COMPETITOR
DATA

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INTERNAL DATA
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BATTLE CARDS

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Tools you can use to
gather talent intelligence
• Open source data
• LinkedIn Talent Insights
• BLS
• Recruiter Inmail Data

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PILLAR 2 -
GROWTH
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CANDIDATE JOURNEY
Apply or Talent Community Sign Up
Awareness
Consideration
Interest
Action
Who Is Appian? Why Should I Work There?
Projects Tech Culture
Benefits Purpose Awards

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CONTENT ACTIVATION

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PRO TIP: Boost LinkedIn Inmail Opens with Awareness Campaigns
126% higher Inmail response rate from those who interacted with our content
Originally focused ads on directly applying
>> Pipeline full of unqualified candidates,
wasted clicks and recruiters time
Pivoted to focus on awareness
>> Increased website traffic & open inmail
rates in target markets
Ad targeting
options mirror what
recruiters use to
source.

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PR STRATEGY
Align with PR team and
identify culture
champions and topics in
target market to pitch.
Placements lead to increased referral traffic
Increase culture share of voice
Can repurpose content on social channels.
PR

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EVP PR CHEAT SHEET
Tech Culture
Champion
Sales Culture
Champion
Consultant
Culture Champion
Targeted Publications That Align With Target Audience
Themes That Highlight Your EVP
General Culture
Leads to: referral traffic increase back to career site, pillar content to repurpose
into social assets, opportunities for future placements, content to be sent to
prospects by recruiters & sourcers, or included in nurture

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TRACKING SUCCESS

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Job Boards
Organic Social
PR
Events
Brand Advertising
Internal
Publications
Schools
Drive Applicants
Drive Traffic
Segmented Pools Nurture
Prospecting
MULTI-TOUCH JOURNEY

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PILLAR 3 - NURTURE
Number of months,
on average, that a
candidate has their
first interaction with
the Appian brand
before their start date
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7.2

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NURTURE CAMPAIGN
• Qualified applicants added to pools using
automated triggers
• Quarterly awareness campaigns with
personalized content

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KEY RESULTS
2,000+
regional
unique traffic
sessions
77
qualified
applicants
6
direct hires

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Bonus Pillar - Defending Home Turf
- x

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#yougotthis
• Anyone can run this playbook
• Lean into providing value for
your organization and don’t be
afraid to raise your hand
• Always put yourself in the
candidate’s shoes
#RALLYFWD © 2021

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CHRIS FITZNER
Recruitment Marketing Strategist,
Appian
Thank You!
/in/chris-fitzner/
chris.fitzner@appian.com
@SeeFitzner