data-driven digital strategies for recruitment marketing-monago
TRANSCRIPT
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Data Driven Digital Strategies for Recruitment MarketingERE Media Spring 2016 Conference
www.adammonago.com
ADAM MONAGO
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Recruiters as Marketers
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DISCOVER & LEARN
Online
INTEREST
COMPARE & CONSIDER
COMMIT
Reimagining the Marketing Funnel
Fans of Our Culture
PASSIVE(Website, Blogs, Social Media)
COMMIT(Recent Hires & Non-
Accepted Offers)
9-18 Months
Many Questions
Not Answered
Until Late in Interview Process
Most Successful Candidates & Late Stage Fails
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Will the company support my local community causes?
Do I know anyone who works there?
What is it like to be a designer on one of their teams?
What are the people I’ll work with actually like?
What does total compensation look like?
What do the employees think about working there?
Data Is All Around Us
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Identify EarlierProvide Opportunities to Opt-InContent Designed to “Activate”Career paths for business facing rolesTotal
compensationStories about impact for non-developers
Answer Key Questions Before InterviewsAddress the Frequently
Unasked Questions (FUQ’s)
Passive Candidates Active Candidates Content Strategy
Our Hypotheses
Diving In
Photo Credit: Anna Popović
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QualitativeEnrich The Experience
QuantitativeDetermine Where to
Have Maximum Impact
Data, Applied
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Activate the Passive
COMPARE & CONSIDER
COMMIT
Ask the Hard Questions Early
Content Strategy
for Candidate Journeys
Photo Credit: UNCG Research, 2014
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Empathy Mapping
Thinking and Feeling
Seeing
Hearing
Pains and Gains
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Recruiters and Talent Sourcers Marketer
Head ofOperationsSocial Media
Strategist
• Everyone puts themselves in the position of the candidate
• Generate lots of ideas (divergent thinking)
• Narrow down and prioritize options (convergent thinking)
• Iterative and IncrementalContent Strategist
Build Your Map With A Cross-Functional Team
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Bringing it All Together
The questions we want to help them answerThe experience we want them to haveThe content we need to deliver the experience
DISCOVER & LEARN
COMPARE & CONSIDER
INTEREST
COMMIT
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Communicating With Video
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Curate Create Customize
The 3 C’s of Content Strategy
Adam Monagoadammonago.com@adammonago
Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover
20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital
Passionate about #analytics, #martech, #seo, #contentstrategy and #design
Writing and public speaking on digital strategy and content marketing
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About me
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Thank YouADAM MONAGO
www.adammonago.com
www.linkedin.com/in/adammonago
@adammonago
www.adammonago.com