bh_experientialrecruitment
TRANSCRIPT
Let’s be honest!
We want our recruitment to efforts to yield this…
But sometimes the process of getting noticed feels like this…
Your Experiential Recruitment
Survival pack
But first a little about you and a bit about me…
Who am I?
• President and Chief Brand Hero of Brand Heroes
• Integrated Marketing Consultancy• Brand Strategy and Design
• Marketing Communications
• Branded Content
• MBA and BBA Branding Instructor @ WLU
• BBA Social Media Instructor
A Little Shameless Self Promotion
The Skinny on Experiential Recruitment
• Use your stars• Both in and out of the institution
• Market like a networker – what’s in it for them, not you.
• Make your content matter and make it big!• It’ll cost less than you think
• Say it loud, but don’t you be the one to say it!• Find your greatest influencers and get them to speak about you.
Use Your Stars
• Find the folks who best relate to those you’re targeting and show their stories
• Their story first, your story second
• Show them in their element doing exactly what it is you’re selling
Example: York Alumni
Another Example: U of T Housing
Market like a Networker
• Think about what’s in it for them, not you.
• Don’t just advertise yourself, otherwise you run the risk of turning your campaigns into:• A flat, one-way marketing channel that simply copies existing
content from your brochures, rather than generating anything new and interactive.
• Unauthentic, boring content that actually serves to erode and destroy brand credibility rather than grow and re-enforce it.
• Simply advertising, rather than engagement.
Market like a Networker
• Instead think about what makes them tick
• What’s important to them and how can we show, not tell them, that our opportunity is meeting those needs head on.
• Example:
Make Your Content Matter and Make it Big
• Provide on-going industry and subject matter thought leadership.
• Provide an on-going 2-way communications channel that puts your consumers in control.
• Provide real-time info on what people are saying about you and insights on how this can impact key business decisions.
• Provide competitive differentiation and an on-going, interactive source of company engagement that can boost employee recruitment as well as business development.
Example: Sleepless
Sleepless In-Depth
Hired a Broadwayset designer to createa unique branded setto act as a backdrop
Rooftop Patio PartyOverlooking Times Square
Sleepless connected SoftwareDevelopers with their idols:Microsoft Product Leads, media personalities and world-Leading trainers
Created fully branded campaign featuring:-Website-Reality TV Videos-Branded swag (t-shirts, padfolios, bags, wine)-Blog
Viral Marketing IntegrationOpinion Leader Blogging: Sold opinion leaders on the event, inspiring them to blog about it.
Developed the Sleepless blog at the start of the events as a source for videos, photos and participant reactions. Since there were multiple events, the blog served a major role inbuilding momentum from one tothe next.
Created key promotional partnerships including a leading developer Podcast and a top blog site
Or even give them an ability to influence your offerings:
Say it loud but Don’t be the One to Say it
• Find your greatest influencers and get them to speak about you. Ideas include:
• Guest blog for major influencers
• Include re-postings of your blogs
• Pursue customer testimonials that you can post on several social media platforms
• But don’t stop there - find creative ways to get your customers to tell your stories.
The Program• A grassroots social media campaign to promote the new
Fiesta model
• Placed Fiestas in the hands of 100 social “agents” and had them promote Ford’s new vehicle through Twitter, blogs, videos, and events
...all without spending a dollar on traditional media.
Results After 6 Months
- 4.3 million YouTube views - 500,000+ Flickr views- 3 million+ Twitter impressions- 50,000 interested potential customers, 97% of which didn’t own a Ford at the time
- Sold10,000 units in the first 6 days of sales
• 38% awareness by Gen Y about the product, without spending a dollar on traditional advertising
• New chapter - http://www.fiestamovement2.com/
Summary
• Make it the “right kind of viral”
• Thousands of fans off target, way less useful than a hundred raving fans who are on target
• Empower your raving fans
• Find your opinion leaders and empower them to spread the good word
• Think hard about the role you want Viral to play. Is it necessarily the right tactic for what you want and are set up to do?
Thank You!Mike Leon
(416) 543-5292
brandheroes.ca
@brandheroes