#firmday 15th nov 2013 tom chesterton, tonic agency how being useful will make you more attractive
DESCRIPTION
HelpMarketing means actively supporting the people we need before they know they need us. Tonic will look at the way in which Kevin Green, REC “Adapting to collaborating in 21st Century” Looking at what good practice looks like when working together with recruitment agencies - Managing the risk - Building the trust restructure, transformation and change. Learn from her BIG mistake and glean some hints and tips along the way! we can take the latest marketing thinking and apply that to talent acquisition. - The art of building community - Why power has shifted irrevocably to candidates - Being useful means better engagement, broader advocacy and a more authentic employer reputation - Useful examplesTRANSCRIPT
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