Choose Your Own Adventure, Recruitment Marketing Edition! - Lauryn Sargent
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Looking to create content to engage candidates, but not quite sure where to begin? Recruiter-turned recruitment marketer Lauryn Sargent will present on three companies, three story-based strategies, and three effective ways to get any employer brand off the ground: 1. Discover how Sodexo captured mission and purpose across their organization 2. Take a deep dive into niche talent groups with Dell Technologies 3. Tackle tough recruiting areas by highlighting an individual team, like CVS Health did with their Pharmacy Benefits Management team. Attend for a behind-the-scenes look at the story collection process, and nab some tips you can try out yourself!
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Choose Your Own Adventure, Recruitment Marketing Edition! - Lauryn Sargent
- 1. CHOOSE YOUR OWN ADVENTURE RECRUITMENT MARKETING EDITION LAURYN SARGENT
- 3. ● You pick the order! ○ CVS, Dell, Sodexo ○ Team, Niche/Deep Dive, Culture Sweep ● You pick the rest! ○ Recruitment issue you’re facing CHOOSE YOUR OWN ADVENTURE!
- 5. OBJECTIVE ● Static career site content ● Social content to talk all year round ● Stories that last
- 7. SODEXO CONTRIBUTION ● Focus Groups ● Reputation Surveys ● Select storytellers ● Feedback with Stories ○ Ideas: checklist, bloopers, exact timing ● Launch polished content ● Developed their own from Stories transcripts
- 8. ● Prep and schedule storytellers ● Interview to get stories ● Transcribe and take holistic view ● Pitch themes and content ideas ● Use Sodexo branding/style guides and our own design ● Present drafts until it’s perfect STORIES INC CONTRIBUTION
- 9. ● 10 videos ● Quiz ● Hundreds of photos ● Career pathing tool ● Q&A ● Blog posts, Instagram campaigns, traditional media, promote events CONTENT
- 12. FACEBOOK SUCCESS ■ 107,720 impressions ■ 101 job search clicks ■ 7,104 impressions ■ 2,607 video views (3 seconds to full) Women in Leadership $75 boost Intl. Women’s Day $250 ad
- 14. ● You pick the order! ○ CVS, Dell, Sodexo ○ Team, Niche/Deep Dive, Culture Sweep ● You pick the rest! ○ Recruitment issue you’re facing CHOOSE YOUR OWN ADVENTURE!
- 15. CVS HEALTH DEEP DIVES!
- 16. OBJECTIVE ● Create content to solve specific team recruiting challenges ○ Ramp up hiring for call center ○ Show purpose for Merchandising group ○ Bring personalities to life with emphasis on work/life balance for team of ex-consultants
- 17. CVS CONTRIBUTION ● Kick off calls with business team leader and EB leader ● Talk challenges with story team ● Storyteller selection ● Feedback ● Launched content 4-6 weeks
- 18. ● Prep and schedule storytellers ● Interview to get stories ● Transcribe and take holistic view ● Pitch themes and content ideas ● Use CVS branding/style guides and our own design ● Present drafts until it’s perfect WHAT’S INVOLVED: STORIES INC CONTRIBUTION
- 19. ● 3-5 story based videos per team CONTENT
- 21. ● You pick the order! ○ CVS, Dell, Sodexo ○ Team, Niche/Deep Dive, Culture Sweep ● You pick the rest! ○ Recruitment issue you’re facing CHOOSE YOUR OWN ADVENTURE!
- 22. DELL DEEP DIVES!
- 23. OBJECTIVE ● Develop content per category ○ Interns ○ Veterans ○ Women in Technology ○ Rotational program
- 24. DELL CONTRIBUTION ● EB leader and 3 team members (EMC) ● Interviews (intern only) ● Storyteller selected ● Feedback sessions
- 25. ● Prep and schedule storytellers ● Interview to get stories ● Transcribe and take holistic view ● Pitch themes and content ideas ● Use Dell branding/style guides and our own design ● Present drafts until it’s perfect ○ Videos and blog posts WHAT’S INVOLVED: STORIES INC CONTRIBUTION
- 26. ● 4-5 videos per category ● 4-5 blog posts featuring videos ○ Blog is Dell everyone ● Photo gallery CONTENT
- 27. PHOTOS
- 29. DELL SUCCESS 68,000 views of blogs 1.4 M social Impressions
- 30. CHOOSE YOUR OWN ADVENTURE
- 31. NOT FROM STORIES General Electric - Millie Cisco - Disaster
- 32. WHEN YOU CAN'T TALK SPECIFICS
- 33. MENZIES - JOB DESCRIPTION VIDEOS ● Ramp Operators ● Describes the day to day activities of the role ● Attracts the right kind of candidates ● 13K views
- 35. VALUE VIDEOS ● One video per value ● Culture videos where all values are present
- 36. THANK YOU!
Hinweis der Redaktion
- Photo collage and we can use Sodexo blue as background #2A295C Check deck size, 4:3 or 16:9 … check with Kara // confirm with team we have the right ones Put our pictures in a frame and twitter handles there or between 1 & 2
- Examples - best performing content, work that isn’t ours, hiring manager video, job description video, value video, standalone story, favorite video, least favorite video, best performing content
- Examples of things you might want to see - best performing content, work that isn’t ours, hiring manager video, job description video, value video, standalone story, favorite video, least favorite video, best performing content
- Recap what we talked about
- Add 2015, no need to add months Instagram campaign is 2016 fall (Nov) Blog posts with story content should show that it’s still happening Photo libraries and transcripts were delivered (stories extracted) Q&A pages (plural) Photos and messaging on career sites (plural) Also add our logo (could be our branded journey, add to case study or use on social to talk again) Refreshing recruiter ecard gallery (Aug 2017) [ Project kick off July/August 2015 6 sites, last interview November 2015 Photo libraries delivered after each site Photos on website January 2016 1st video launched Memorial Day 2016 Q & A page launched Quiz launched August 2016 Blog posts with story content all year long Instagram campaign Career site tool launched August 2017
- You know how to get stories… and here’s how you’d modify your interview process to get stories for RM Behavorial based interviews You’re used to getting nervous people comfortable (our tips//prep) The over prepared candidate isn’t always the best on camera storyteller Lean into generic (like what I did up front) Encourage people to open up (thumbs up)
- You know how to get stories… and here’s how you’d modify your interview process to get stories for RM Behavorial based interviews You’re used to getting nervous people comfortable (our tips//prep) The over prepared candidate isn’t always the best on camera storyteller Lean into generic (like what I did up front) Encourage people to open up (thumbs up)
- Surprising outcomes! all the content created: 10 videos, photo library, a quiz with more stories and 9 snippet videos, blog posts from transcripts
- Because quizzes are one of the most sharable forms of content on the internet (and a great way to capture the attention of those millenials), we’ve also incorporated the raw footage into a quiz (Made with QZZR). Candidates can explore what type of Sodexo difference-maker they are!
- - Both posts targeted women from 21-64 in the U.S.
- As we’ve started sharing our stories across the Sodexo Careers social media channels, something pretty fantastic happened: other Sodexo employees – both current and former – began providing their own perspectives on life at Sodexo! It’s another case where when one story ends, another begins!
- Examples of things you might want to see - best performing content, work that isn’t ours, hiring manager video, job description video, value video, standalone story, favorite video, least favorite video, best performing content
- Recap what we talked about
- You know how to get stories… and here’s how you’d modify your interview process to get stories for RM Behavorial based interviews You’re used to getting nervous people comfortable (our tips//prep) The over prepared candidate isn’t always the best on camera storyteller Lean into generic (like what I did up front) Encourage people to open up (thumbs up)
- You know how to get stories… and here’s how you’d modify your interview process to get stories for RM Behavorial based interviews You’re used to getting nervous people comfortable (our tips//prep) The over prepared candidate isn’t always the best on camera storyteller Lean into generic (like what I did up front) Encourage people to open up (thumbs up)
- Because quizzes are one of the most sharable forms of content on the internet (and a great way to capture the attention of those millenials), we’ve also incorporated the raw footage into a quiz (Made with QZZR). Candidates can explore what type of Sodexo difference-maker they are!
- Examples of things you might want to see - best performing content, work that isn’t ours, hiring manager video, job description video, value video, standalone story, favorite video, least favorite video, best performing content
- Recap what we talked about
- You know how to get stories… and here’s how you’d modify your interview process to get stories for RM Behavorial based interviews You’re used to getting nervous people comfortable (our tips//prep) The over prepared candidate isn’t always the best on camera storyteller Lean into generic (like what I did up front) Encourage people to open up (thumbs up)
- You know how to get stories… and here’s how you’d modify your interview process to get stories for RM Behavorial based interviews You’re used to getting nervous people comfortable (our tips//prep) The over prepared candidate isn’t always the best on camera storyteller Lean into generic (like what I did up front) Encourage people to open up (thumbs up)
- - Both posts targeted women from 21-64 in the U.S.
- Examples - best performing content, work that isn’t ours (GE Millie, Cisco Disaster: https://www.youtube.com/watch?v=sikIRAMG9X4&feature=youtu.be), hiring manager video (Casey - Phoenix), job description video (menzies slide), value video, standalone story, favorite video, least favorite video