Employer brand marketing slides Jan 2013
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This document outlines key strategies and challenges in employer brand marketing, emphasizing the importance of understanding candidate needs and the difference between marketing and advertising. It promotes the development of accurate candidate personas, the significance of content in engaging candidates, and the necessity of continuous testing. The guide encourages starting small with defined roles, researching markets, and measuring return on investment to prove the effectiveness of marketing campaigns.
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- A special note from the EAPJ Founder, Steve Else.
- An article from Alexandre Luis Prim and Tiago Lemos de Oliveira featuring a case study of value creation from Enterprise Architecture.
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Employer brand marketing slides Jan 2013
- 1. Employer Brand Marketing January 2013
- 2. These slides are a summary of the Employer Brand Marketing Guide To get a free copy go to www.hirestrategies.co.uk/EBGuide
- 3. Our key challenges List out your top 3 employer brand issues: 1. 2. 3. List out your top 3 recruitment issues: 1. 2. 3.
- 4. Core recruitment markets X job role. Y job role. Z job role.
- 5. 7 things that will work for us The difference between marketing and advertising. Match your EVP to candidate needs. Define accurate candidate personas. Get to know ZMOT and sweat every stage. Use various methods to find and attract candidates. Use content to bring candidates gently through the process. Don't stop testing!
- 6. 1. Marketing vs. advertising This presentation focuses on X job role. They want from an employer/career: 1. 2. We meet their needs because: 1. 2.
- 7. 2a. Current EVP Our current EVP is: X months old. Includes the following values: o 1. o 2. o 3. o 4. o5
- 8. 2b. New EVP Our new EVP focuses on: 1. 2. 3. Research showed they actually want: 1. 2.
- 9. 3. Candidate Personas Line Managers want. Line Managers have. Our candidates are. Our top performers have in common: 1. 2. 3.
- 10. 4. ZMOT ZMOT overview/explanation. Know the trigger, know the channel. (Stimulus) Be there on any device, any time. (ZMOT) Make sure the message converts. (FMOT) Keep the candidate engaged. (SMOT)
- 11. 5. Find and attract Research the market: Google search tools. LinkedIn Group polls. Employees/hires/candidates. Active candidates e.g. search. Passive candidates e.g. social. Build segmented campaigns.
- 12. 6. Content is king Content communicates our messages. Content helps e.g. self-assessment. Content hooks and maintains engagement. Content requires effort. Content converts!
- 13. 7. Keep testing Forcing more volume is not feasible. Less is better but maximise what we get. Test different approaches. Think long term now. Ask for feedback. Stay in a continuous improvement loop.
- 14. What next? Start small with one job role: Define personas. Research market. Create campaign(s). Agree targets and budget. Measure ROI. Prove the concept.
- 15. The Employer Brand Marketing Guide To get a free copy go to www.hirestrategies.co.uk/EBGuide