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#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Authenticity Isn’t Easy

How to Leverage Employee-Generated Content"
to Support Your Recruiting Efforts
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Agenda
•  Housekeeping
•  Sponsor
•  Speakers
•  Why EGC?
•  What’s the cost of failure?
•  The Five P’s of ECG (How to avoid sabotaging yourself)
•  Q&A
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Webinar Tips
•  You can connect to audio using your
computer’s microphone and speakers. 
•  Or, you may select “Use Telephone” after
joining the Webinar.
•  All lines will be muted to avoid background
noise.
•  You can ask questions at any time by typing
them into the Questions Pane.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Featured Speaker
James Ellis
VP, Inbound Marketing
TMP Worldwide
@TheWarForTalent
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Poll
This is where text goes "
for the poll question.
1.  Option 1
2.  Option 2
3.  Option 3
4.  Option 4
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Employee-Generated Content
Definition:
•  Content created by employees about the company, "
to create a more authentic understanding of the job and
experience
•  Better understanding of the job ultimately leads to "
better fits and better candidates
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Employee-Generated Content
Your Boss’s Definition:
•  Content someone else makes on the cheap "
that seems to work for some reason
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Why EGC Works
•  Authentic
•  Creates staff engagement
•  Engages prospect
•  Inexpensive (sorta)
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
And this means?
People are desperate for authentic information "
about working at your company.

And by “people” I mean the best candidates,"
the ones who move the needle and become core to the business, "
the ones you will take credit for hiring in two or three years.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
The Cost of Failure
•  EGC is a huge opportunity for "
you to tell the company’s story "
in a way that more people will "
see and remember. 
•  But you can’t just “do it.” "
You need a plan to do it right.
•  To avoid wasting all these "
here are five things you need to "
think about and five ways most "
people end up sabotaging their "
EGC projects.
Time
Money
Staff attention
Political capital
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
The 5 P’s of EGC"
"
How to Avoid Sabotaging Your"
Employee-Generated Content Campaigns
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
1. Platform
This could be a software platform, "
a system of emails, or carrier pigeons. 
Without a platform, you’ll be "
scrambling for the entire campaign, "
trying to figure out who sent you "
what and when, what’s approved "
and what has been published already.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Sabotage!
If you skip the up-front work, you’re doomed. 
Don’t announce the campaign to anyone "
until you know the goal of the campaign and "
how you are going to manage the day-to-day.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
2. Process
Successful EGC campaigns "
are always processes and "
never projects. 
If you treat them as projects, "
they will be expensive and "
not yield much useful "
content.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
EGC Is Expensive
EGC
Custom Content
$
# of posts
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
But Not for Long
EGC
Custom Content
$
# of posts
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
(If You Have an MBA)
EGC
Custom Content
$
# of posts
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
The Comms Plan
•  One of the most important parts of an "
EGC campaign is the communication plan.
•  If you email staff and ask for things, what percentage "
of people will respond?
•  But if their boss emails them, they always respond. 
•  So the trick is to think Russian Nesting Dolls.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
EGC Comms Plan
Email to VP
•  Why this is important "
to the company
•  Communications to "
all levels
•  Complete comms plan
•  Email to Managers
Email to Manager
•  Why this is important "
to the division
•  Broader scope "
(time line, expectations, etc)
•  Email to Staff
Email to Staff
•  Explain why this "
is important
•  Prompt
•  Questions? "
Ask your manager
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Sabotage!
If you plan for just once instance, "
you won’t have time to get traction. 
People won’t take it seriously. 
People won’t have time to "
understand what you’re asking. 
You won’t have time to get "
all levels aligned.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
4. Publicity
You need to establish internal and external "
publicity for your project in order for it "
to be successful.
Doing one or the other simply isn’t enough.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Sabotage!
If you forget to explain to "
all the people building "
content and telling stories "
for you why they are doing it, "
if you forget that you are "
trying to make your staff the "
star, people aren’t going "
to care about this campaign "
nearly as much as you do.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
4. Prompt
You’ve got their attention. "
What do you do with it?
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Don’t Be Boring
Great and weird questions to ask people:
What does your mom think you do all day?
Describe your co-workers in five words
Take a picture of the most interesting part of the office
Describe your day in a 15-second video
Describe your boss in five words
The strangest part of the job no one ever told you about
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Sabotage!
No really. Don’t be boring.
Use prompts designed to tell "
a human/authentic/real story, "
not something your marketing "
team would come up with "
on a budget.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
5. Publish
So you’ve got content! Now what?"
Spread it around!
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
It’s All Raw Material
If you think of every photo, story, "
video, audio file, slideshow and "
post as raw materials instead of "
finished products, you see all the "
different ways to combine the 

materials to tell different stories.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Connect"
Your Content to Jobs
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
The Power of Content
•  Look, no one likes their job descriptions "
(with good reason). 
•  But if you augment them with interesting, "
authentic and descriptive content, you "
can increase your conversion rate for "
applicants who need more than a JD to "
apply (read: your best candidates).
•  The trick is to put that content right next "
to those jobs.
Unaware
Aware
Interest
Consider
Act
Content Attracts
Content
Validates
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Don’t Forget Your Staff
If your staff is building content, "
they will share it with their "
networks, letting you tap into "
new audiences in a way "
that doesn’t require "
a media buy.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Sabotage!
EGC content is meant to be shared.
Get it out in as many ways as you can
think of.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Q & A
"
You’ve got questions. We’ve got answers.
#RDaily
@RecruitingDaily
 @RecruitingBlogs
 #GDChat | @GDforEmployers
Thank You!
James Ellis

@TheWarForTalent
TMP Worldwide

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