Recruitment Content That Converts

Audra Knight @Media2Knight#EBRANDCON

About Me

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The candidate experience

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Inbound Recruiting FunnelAwareness

Preference

Apply

Loyalty

BrandAdvocates

CRM

ATS

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• blogs/answering questions

• Word of mouth/ advocacy

• content & SEO

• Opt in email lists

• Job boards

• SOurcing

• inmails

• Cold calling

InboundCandidates come to you

OutboundYou search for candidates

@Media2Knight#EBRANDCON

@Media2Knight#EbrandCon

CANDIDATE JOURNEY GOALAwareness

Preference

Apply

Loyalty

BrandAdvocates

Attract (Blogs, ADS, SEO)

CONVERT (email marketing, social)

CLOSE (easy apply, phone, follow up)

ENGAGE (surveys, social monitoring, contests) @Media2Knight

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AWARENESS PHASE

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ACTIVE vs. Passive seekers

vs

AWARENESS PHASE - ACTIVE SEEKERS

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JOB DESCRIPTIONS

92.5% of people see your job page first!

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Job page grader

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Job page grader

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www.TheArtofRecruiting.com

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@Media2Knight#EbrandCon

AWARENESS PHASE - passive SEEKERS

Facebook ads

Pro-tip: meet with marketing regularly

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Video gets 1200% more shares than

text and images combined

COMMON VIDEO MISTAKES

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All the same

Not targeted

Over produced

tARGETING -Candidate Personas

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• Years of experience

• Past employers

• Location

• Problems that you can solve

• Likes, dislikes

• Interests

• Channels

• Education

Hubspot PERSONA generator

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UNBOXING VIDEOS

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UNBOXING VIDEOS

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VIDEO on a budget

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Facebook live

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PERSONALIZED OUTREACH

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PERSONALIZED OUTREACH

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preference PHASE

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Awareness

Preference

Apply

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Research time

Pro-tip: invest in a CRM/

Recruitment MArketing Platform

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EMAIL MARKETING

Bottom of the funnel

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Apply

Loyalty

BrandAdvocates

Where to post CONTENT

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Content CURATION

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Repurpose Content

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Metrics & ROI

Top: awareness, social engagement, site traffic, clicks

Middle: number of candidates, time to apply, source of candidate

Bottom: number of hires, source of hire, quality of hire, time to hire, cost per hire, drop-off rates

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Action Items1. Review your job descriptions2. Plan a targeted video & pItch it3. Book a Meeting w/ Marketing (in person!)

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Q&A

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THANK YOU

@Media2Knight#EBRANDCON