Are you looking for a way to recruit top talent as efficiently and effectively as possible? Join us for an informative discussion about paid, earned and owned media channels, and learn how to find the right mix of all three to optimize your recruitment marketing and employer branding efforts. This is your opportunity to gain insights that can positively impact the future of your company. Make the most of it.
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1. FINDING THE BALANCE ! Between PAID, EARNED & OWNED
Recruitment Media @JWTINSIDE #INSIDEinsights
2. @JWTINSIDE #INSIDEinsights PRESENTING TODAY: Ian Kaplan Head
of Business Development Emily Fearnley Search Engine Marketing
Analyst Kai Yen Chief Technology Officer
3. @JWTINSIDE #INSIDEinsights APPLYING CONSUMER METHODOLOGY TO
RECRUITMENT MARKETING
4. @JWTINSIDE #INSIDEinsights Paid, Earned and Owned Whats the
Difference?
5. OWNED Controlled by Brand Destinations Driven by EVP People
Aware of Employer
6. PAID Amplify Message Increase Exposure Benefit Stops When
Spending Stops Reach People Unaware of Employer
7. EARNED Voluntary Actions Holy Grail of Marketing Long-Term
Awareness and Benefits Brand Loyalists
8. ITS COMPLICATED
9. FINDING THE BALANCE
10. WHAT ABOUT CANDIDATE EXPERIENCE?
11. @JWTINSIDE #INSIDEinsights Develop an INTEGRATED
STRATEGY
12. @JWTINSIDE #INSIDEinsights SEO Employee Referrals Social
Media Employer Awareness Talent Pool Engagement Media Analysis What
media do you have that's contributing to Earned, and what isn't?
Brand Authenticity Positive Candidate Experience AREAS OF
OPPORTUNITY
13. MEDIA STRATEGY TRANSFORMATION
14. Recruitment Media Maturity
15. O W N E D PA I D E A R N E D OPERATIONAL MANAGED NETWORKED
STRATEGIC INTEGRATED ANNUAL BUDGET LOW MATURITY HIGH MATURITY High
Cost Low Efficiency Focused on Quantity of Applicants
Requisition-based Process Short-term Results Low Cost High
Efficiency Focused on Quality of Hires Pipeline-based Process
Long-term Results The Recruitment Media Maturity Model O O O O O P
P P P P E E E E E
16. Recruitment Media Maturity Quiz To get an idea of where
your recruitment media strategy currently falls on the Recruitment
Media Maturity Model, choose the one answer per row that best
applies to your Employer Brand and Recruitment efforts. Each
response will have an associated point value. At the end of the
quiz, tally up your total maturity score by adding up all of your
response points, and read the corresponding score description to
identify a few major areas of growth opportunity to ultimately move
your brand to a higher maturity level. NOTE: This quiz is not
all-inclusive of every possible Employer Brand or Recruitment
channel option. Its merely a guide to give brands an idea of where
opportunities of growth may be. Careers Site We dont have a careers
site. We have one, but it has minimal information on it. We have
one, and its pretty informational. We have one thats informational
and engaging. We have one thats participatory and conversational.
Talent Community We dont have a talent community. We have one, but
its only a small source of applicants. We have one, and its a
significant source of applicants. We have one, and its our primary
source of applicants. We have one, and its one of our primary
sources of hire. Social Media (Channels & Profiles) We dont
have any branded social profiles for careers content. We use our
social chan- nels in an experimental manner. We use our social
channels for minor sourcing activities. We use our social channels
for significant sourcing activities. Mobile Optimization Careers
site is not mobile-optimized at all (or we have no careers site).
Parts of our careers site are mobile-optimized. Our careers site is
mobile-optimized. Our careers site is responsive. Our careers site
is responsive and has a mobile-optimized application process.
Application-Driving Media (i.e. Job Boards, Job Aggregators PPC,
Search Engine Marketing) We mainly use the major job boards and PPC
aggregators (if at all) for one-off hiring needs. We purchase
annual contracts with major job boards, and we sometimes post
one-off postings on niche boards and PPC aggregators. We purchase
annual contracts with major job boards and niche job boards, and we
use SEM/PPC for high-priority hiring needs. We purchase annual
contracts with niche job boards, and we sometimes post one-off
postings on major boards. We also use SEM/PPC for high-priority
hiring needs. We mainly use niche job boards for one-off postings
and SEM/PPC for high-priority hiring needs. Engagement-Building
Media (i.e. Facebook Sponsored Posts, Twitter Promoted Tweets,
LinkedIn Ads) We dont spend any money on engagement campaigns, and
we have little to no organic engagement. We run minimal campaigns
to drive engagement, and we have little to no organic engagement.
We run significant campaigns to drive engagement, and we have
minimal organic engagement. We run significant campaigns to drive
engagement, and we also have significant organic engagement. We run
minimal campaigns, as needed, to supplement the strong organic
engagement we already see. Events (Career Fairs, Interview Days,
On- Campus Visits, Virtual Job Fairs, etc.) We dont attend or host
any events. We attend or host some general events, but we dont get
any quality applicants as a result. We attend or host general and
niche events, and we get a few quality applicants as a result. We
attend or host niche events, and we mostly get quality applicants
as a result. We attend or host niche events, and all resulting
applicants are high quality. We use our social channels as our
primary sourcing activity. OWNEDPAID A answers B answers C answers
D answers E answers Quiz continues on next page Awareness-Building
Media (i.e. Print, Radio, Online Banners, Billboards) Our entire
media budget is spent on traditional advertising (print, radio,
billboards, etc.) - no online media. The majority of our awareness
media budget is spent on traditional, with little to no online
media included. We spend a large per- centage of our awareness
budget on traditional channels and only a small amount on online
media. We spend a small percentage of our awareness budget on
traditional channels, but we mainly use online media. Weve
eliminated traditional media from our awareness media plan - we
just use online media.
17. Organic Search (SEO) We get no traffic to the careers site
from organic search (or we have no careers site). Organic search
sends a small percentage of traffic to the careers site. Organic
search sends a comparable percentage of traffic (to other traffic
sources). Organic search is our primary source of traffic. Organic
search is our primary source of traffic and sends the most engaged
visitors. Employer Awareness We have no awareness as an employer.
We have a little awareness as an employer. We have comparable
awareness as an employer (to competitors). We have strong awareness
as an employer (over competitors). We have strong awareness as an
employer of choice. Social Media (Fans/ Engagement) &
Press/Reviews Our social channels receive no organic reach/
engagement (or we have no social channels). Our social channels
receive minimal organic reach/engagement with heavy support of paid
advertising. Our social channels receive organic reach/ engagement
with minimal support of paid advertising. Our social channels
receive organic reach/ engagement without paid advertising support.
Our social channels receive significant reach/ engagement without
paid advertising support. EARNED Employee Referrals We get no
employee referrals. Employee referrals are a small source of our
applicants. Employee referrals are a strong source of our
applicants. Employee referrals are our primary source of our
applicants. Employee referrals are one of our primary sources of
our hires. A answers B answers C answers D answers E answers x 1 =
Your Recruitment Media Maturity is Operational (Score 12-22) It
seems your brand is highly focused on short-term, requisition based
solutions to fill immediate hiring needs. At this maturity level,
really think about how your employer brand is perceived by your
employees and potential candidates. There are likely many ways that
you could increase your brand awareness as an employer while
improving perceptions internally and in the candidate realm. Youre
just beginning your maturity growth, and the sky is the limit! Your
Recruitment Media Maturity is Managed (Score 23-32) Your
recruitment maturity seems to stick to traditional efforts - a
basic careers site, print advertising, major job boards, no social
media, no mobile optimization... But its time to start thinking
about the big picture. Determine how to reach higher quality
candidates for your hiring needs rather than the masses, and
consider utilizing newer technologies and channels in the space.
Your Recruitment Media Maturity is Networked (Score 33-42) Youve
likely spread your paid budgets to reach a very wide (but maybe not
so targeted) audience. Continue focusing on quality over quantity
and long-term solutions. If you feel like your brand is stuck in
the Networked Maturity Level, there may be a significant
opportunity to create new or improve existing owned properties.
Nows your opportunity to also consider ways to start conversations
and engage with employees and candidates alike. Your Recruitment
Media Maturity is Strategic (Score 43-52) Youre almost there! With
just a little more integration between your owned and paid
strategies, you could significantly increase your earned exposure.
Look for opportunities to improve the quality of your owned
platforms and to focus your paid efforts on reaching more targeted
candidates to support those high priority hiring needs. Also, think
about how to engage your employees and potential candidates even
more than you already do. Your Recruitment Media Maturity is
Integrated (Score 53-60) Congratulations! It seems like youve
already found a good balance between your owned and paid strategies
and budgets to gain the optimal earned exposure. Continue
fine-tuning your efforts to keep your candidates and employees
engaged and interacting with your brand in a positive way. x 2 = x
3 = x 4 = x 5 = TOTAL SCORE: Sum of A, B, C, D and E # of A boxes
checked Total A points # of B boxes checked Total B points # of C
boxes checked Total C points # of D boxes checked Total D points #
of E boxes checked Total E points 00 00 00 00 00 00 00 00 00 00
00
18. @JWTINSIDE #INSIDEinsights 5 QUICK TIPS 1. Owned channels
are controlled by brands and act as destinations for traffic. 2.
Paid efforts help increase reach and amplify messages. 3. Earned
media is gained from the voluntary actions taken by others on
behalf of the brand. 4. To develop the most effective integrated
strategy, understanding your audience is key. 5. The ultimate goal
is to have as much earned exposure as possible using your owned
properties, supplemented by paid only as needed.
19. QUESTIONS? @JWTINSIDE #INSIDEinsights
20. THANK YOU. For recruitment media tips, how-to guides and
additional resources, contact Emily at: [email protected]
Follow JWT INSIDE at: @JWTINSIDE #INSIDEinsights