#firmday 15th nov 2013 tom chesterton, tonic agency how being useful will make you more attractive

How being useful will make you more attractive

Power ShiftContext

HelpMarketing

Recruitment used to be easy

Your products and services

Your corporate

brand

Your employment

message

Generations of recruitment

Community is the new source

of talent

Conversation means a mindset shift

Audience

Target

Message

Community

Invite

Experience

Media plan

Penetrate

Interest plan

Collaborate

Who is our community?

Where do they hang out?

What value can we add?

What should our content be?

How will people get involved?

What will make it ongoing?

How will we measure success?

THE ACQUISITION AND ENGAGEMENT OF TALENT

Self selection and selection process

Measurement

FollowUnaware Participate Advocate Join Align Perform

Commit and

AchieveEngaged

champion

Strong reputation

Talent community

Brand traction

Delivery of promise

Business strategy, people plan,

Mission,vision & values

Increased productivityReduced attrition

Reduced cost to hireReduced time to hireHigher engagement

Increased profitability

Candidate Journey

Social conversation

Colleague advocacy

We need to think like marketers.We need to build engagement and interest.

But how?

Option one

Option two

Build and they will come

Go where they are... and help

Option one

Friend of mine awareness (Jay Baer) “Friend of mine awareness is predicated on the fact that companies are

competing against real people for the attention of other real people. To

succeed, your prospective customers must consider you a friend. And if, like

their friends, you provide them real value rather than simply offer a series of

coupons and come-ons, they will reward your company with loyalty and

advocacy, the same ways we reward our friends.” !

HelpMarketing means actively supporting the people we need before they know they need us.

Jay Baer’s blueprint Identify your customer needs

Map customer needs to useful marketing

Market your marketing

Make it a process, not a project

Keep score

Marketing that’s helpful

h#p://techland./me.com/2013/03/05/finally9a9billboard9that9creates9drinkable9water9out9of9thin9air/!

Marketing that’s really helpful

h#p://mashable.com/2013/04/30/lowes9vines/!

Marketing that’s helpful (& sticky)

h#p://www.phoenixchildrens.org/community/injury9preven/on9center/child9passenger9safety/car9seat9helper9app!

Marketing that’s helpful (& sticky 2)

h#p://www.columbia.com/iPhone9Knot9App/iPhone_App_Page9WhatKnot,default,pg.html!

Marketing that’s not marketing

h#ps://twi#er.com/HiltonSuggests!

Marketing that marketing

www.tonicthinking.com!

Conversion (thanks Jay) Understand what your community needs to know

Identify your customer needs Think about how you could help them

Map customer needs to useful marketing

Tell people where they can find help Market your marketing

This is not a short term solution Make it a process, not a project

Measure everything Keep score

Who could you help? Engineers working on a complex project

IT guys looking at a technical challenge

Graduates settling in to university

HR people looking at brand and reputation

CEOs looking at culture change

How can you be helpful? !

@tonictweeting

Tonicthinking.com

@tomchesterton

020 7183 2556

www.tonic-agency.com