brandbakers i recruiting as sales and marketing

Recruiting as sales and marketing�����������PETR HOVORKA�BrandBakers��

I consider employees as customer.

Get the most talented or the most valuable requires three things:

PLAN + COMM + SALES

INTRODUCTION

Marketing •  Social networks •  Mobile web and

marketing •  Content

marketing •  Remarketing Source: Marketing trends in the Czech Republic, Idealisti, 2/2014

Employer Branding •  Recruitment

-> marketing •  Data, data, data •  Personal

contact •  Mobile web Source: Melissa Bailey, Universum, 11/2013

TRENDS

HR marketing

•  Employer brand •  Welcome pack •  Social networks •  Plan for building

corporate culture

Source: HR marketing trends in the Czech R., BrandBakers, 4/2014

Contacting “cold”

Business presentation

Proven contacts

TODAY

SALES EVOLUTION

Social networks

Involvement Education

YESTERDAY

70% ��The buyer’s journey is 70% complete by the time a sales person is contacted

Discovery Preference Consideration Transaction

SALES PROCESS

AND WHAT IT MEANS FOR TALENT ACQUISITION �

?

Best Practise #1

Segmentation

Best Practise #2

Content Marketing

Best Practise #3

Warm’em up

MARKETING AND SALES

Segmentation

Be ultra-relevant to your core-target audience Spend yout time on the right prospects

Best Practise #1

1 Segment

2 Segment

3 Segment

4 Segment

SEGMENT YOUR MARKET

UNDERSTAND THE CUSTOMER Persona: Developer •  Be personal •  Be relevant •  Introduce employer •  Describe the technology •  Indicate the sallary •  Don’t want to be friends •  Don't call me

David Majda - Developer

Your target

1 Segment

2 Segment

3 Segment

4 Segment

SEGMENT YOUR MARKET

Content marketing Best Practise #2

Inform or entertain rather than advertise

The Holy Grail of Marketing Send the right content, at the right time, to the right prospects, at scale.

Research Warm Up Targeting Outreach

Tergeting Outreach YESTERDAY

TODAY

FUNCTION OF CONTENT

•  Clarification of goals •  Understanding the customer •  Organizing content •  Selection of form and vehicles •  Choosing customer's best channels

Target Customer Content

Form Vehicle

Media channels

CONTENT STRATEGY

1.  Why = purpose 2.  How = approach (mastery & autonomy) 3.  What = job offer

Purpose

Mastery Autonomy

Why?

How?

What?

MOTIVATION AND COMM'S STRUCTURE

CONTENT OF RECRUITMENT COMM

•  Why - purpose: –  Meaning of existence –  Contribution of the work

role

•  How– approach: –  Corporate culture –  Corporate values –  Employee's intro –  Growth opportunities –  Leadership style –  Technology and know-

how –  Ideas and Opinions –  Awards, CSR activities

•  What – offer: –  Introduction –  Reasons why with us –  Benefit system –  Recruitment

advertisement

Relevant Timely Authentic

Worth Sharing

3 GOLDEN RULES OF CONTENT MARKETING

... AND ALSO AVAILABILITY OF CONTENT

Warm’em up Best Practise #3

Nurture prospects “down the funnel” Always go in warm

WARM INTRODUCTIONS WORK

X%

Win rate when reps go

in cold

Win rate when reps go in

warm

X%    +  63%X  

What does this company do thaht is unique?

§  Video §  Blog §  Exec interviews

Discovery Preference Consideration

CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY

Why should I be interested? What

opportunity for me?

§  Job description §  Product demos

Discovery Preference Consideration

CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY

Why is it right for my career?

§  Employss reviews §  Manager’s profile §  Customer testimonials

Discovery Preference Consideration

CREATE CONTENT NURTURING YOUR FULL CANDIDATE JOURNEY

IN SALES AND MARKETING WE CONSIDER...

Size of Prize�How Big?

Temperature How Likely?

Low

High

High

IN SALES AND MARKETING

Size of Prize�How Big?

Temperature How Likely?

Low

High

High

Nurture

Build Awarness

“Red Carpet”

Tele-Sales

Marketing Sales

IN RECRUITING

Quality Who has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Nurture

Build Awareness

“Red Carpet”

Tele-Sales

IN RECRUITING

Quality Who has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Nurture

Buld Awarness

“Red Carpet”

Tele-Sales

1:Many 1:1

IN RECRUITING

Quality Who has expertise in skills we need?

Temperature Which prospects are most likely engage?

Low

High

High

Nurture

Build Awarness

“Red Carpet”

Tele-sales 1:Many Approach §  Persona-based targeting §  Content strategy §  Sponsored & follower updates

1:1 Approach §  Direct outreach via a

recruiter or hiring manager

RECAP – WHAT TO DO ?

1. Establish a plan and a select target group

1 2 3 Use content

resonating with target group

Take care a lot Define target group through

Persona

2. Create and distribute content / warm’em up 3. Deal and conclude

"First, �get right people �

on the bus"

petr.hovorka@brandbakers.cz cz.linkedin.com/in/petrhovorka1 +420 602 27 10 11