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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.
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Recruiting as sales and marketing�����������PETR HOVORKA�BrandBakers��
I consider employees as customer.
Get the most talented or the most valuable requires three things:
PLAN + COMM + SALES
INTRODUCTION
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
Contacting “cold”
Business presentation
Proven contacts
TODAY
SALES EVOLUTION
Social networks
Involvement Education
YESTERDAY
70% ��The buyer’s journey is 70% complete by the time a sales person is contacted
Discovery Preference Consideration Transaction
SALES PROCESS
AND WHAT IT MEANS FOR TALENT ACQUISITION �
?
Best Practise #1
Segmentation
Best Practise #2
Content Marketing
Best Practise #3
Warm’em up
MARKETING AND SALES
Segmentation
Be ultra-relevant to your core-target audience Spend yout time on the right prospects
Best Practise #1
1 Segment
2 Segment
3 Segment
4 Segment
SEGMENT YOUR MARKET
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
Your target
1 Segment
2 Segment
3 Segment
4 Segment
SEGMENT YOUR MARKET
Content marketing Best Practise #2
Inform or entertain rather than advertise
The Holy Grail of Marketing Send the right content, at the right time, to the right prospects, at scale.
Research Warm Up Targeting Outreach
Tergeting Outreach YESTERDAY
TODAY
FUNCTION OF CONTENT
• 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
1. Why = purpose 2. How = approach (mastery & autonomy) 3. What = job offer
Purpose
Mastery Autonomy
Why?
How?
What?
MOTIVATION AND COMM'S STRUCTURE
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
Relevant Timely Authentic
Worth Sharing
3 GOLDEN RULES OF CONTENT MARKETING
... AND ALSO AVAILABILITY OF CONTENT
Warm’em up Best Practise #3
Nurture prospects “down the funnel” Always go in warm
WARM INTRODUCTIONS WORK
X%
Win rate when reps go
in cold
Win rate when reps go in
warm
X% + 63%X
What does this company do thaht is unique?
§ Video § Blog § Exec interviews
Discovery Preference Consideration
CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY
Why should I be interested? What
opportunity for me?
§ Job description § Product demos
Discovery Preference Consideration
CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY
Why is it right for my career?
§ Employss reviews § Manager’s profile § Customer testimonials
Discovery Preference Consideration
CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY
IN SALES AND MARKETING WE CONSIDER...
Size of Prize�How Big?
Temperature How Likely?
Low
High
High
IN SALES AND MARKETING
Size of Prize�How Big?
Temperature How Likely?
Low
High
High
Nurture
Build Awarness
“Red Carpet”
Tele-Sales
Marketing Sales
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
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
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
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
"First, �get right people �
on the bus"
[email protected] cz.linkedin.com/in/petrhovorka1 +420 602 27 10 11
