JWT INSIDE PIHRA Balance Webinar

FINDING THE BALANCE

!

Between PAID, EARNED & OWNED Recruitment Media

@JWTINSIDE #INSIDEinsights


PRESENTING TODAY:

Emily Fearnley Search Engine Marketing Analyst

About JWT INSIDE A full-service employee relationship marketing agency offering a range of recruitment advertising, employer branding, employee engagement and internal communications services.

EMILY FEARNLEYSearch Analyst

KAI YENChief Techology Officer

JORDAN LUCOFFBusiness Development

PRESENTING TODAY:


PRESENTING TODAY:



What We’ll Review• Paid vs. Earned vs. Owned Media

• Finding the Balance

• Social Media is Key

• Brand Example

• Recruitment Media Maturity Model

@JWTINSIDE #INSIDEinsights @JWTINSIDE #INSIDEinsights@JWTINSIDE #INSIDEinsights

PRESENTING TODAY:




APPLYING CONSUMER METHODOLOGY TO

RECRUITMENT MARKETING


Paid, Earned and Owned What’s the Difference?

OWNED• Controlled by

Brand

• Destinations

• Driven by EVP

• People Aware of Employer

OWNED• Controlled by

Brand • Destinations • Driven by EVP • People Aware of

Employer

• Careers Website• Talent Community• Company Blogs• Mobile Apps• Social Profiles• Videos• Webinars• E-Newsletters• Landing Pages• White Papers

PAID• Amplify Message

• Increase Exposure

• Benefit Stops When Spending Stops

• Reach People Unaware of Employer

PAID• Amplify Message • Increase Exposure • Benefit Stops When

Spending Stops • Reach People

Unaware of Employer

• Search Engine Marketing• Job Postings• Recruitment Awareness Ads (i.e. Banners, Print, Out-of-Home)• Enhanced Company Profiles (i.e. LinkedIn, Glassdoor, Monster)• Career Fairs• Social Media Advertising

EARNED

• Voluntary Actions

• Holy Grail of Marketing

• Long-Term Awareness and Benefits

• Brand Loyalists

EARNED

• Voluntary Actions • Holy Grail of

Marketing • Long-Term

Awareness and Benefits

• Brand Loyalists

• Organic Search Rankings• Employer Awareness Reviews (i.e. Glassdoor, Indeed, Vault)• Social Following & Engagement (i.e. Followers, Fans, Likes, Shares)• Employee Referrals

IT’S COMPLICATED

FINDING THE

BALANCE

WHAT ABOUT CANDIDATE EXPERIENCE?

Candidates Are In ControlWhile of recruiters are active on LinkedIn,

only of job seekers are.


PRESENTING TODAY:



36%94%


Develop an

INTEGRATED STRATEGY


• 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

SOCIAL MEDIA IS KEY

23%19% 19%

16% 13%

Percent of 4-year college grads that go to the following channels toVET PROSPECTIVE EMPLOYERS’ COMPANY CULTURE:

(SOURCE: 2014 JOB SEEKER SURVEY, JOBVITE)


5 QUICK TIPS1. 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.

QUESTIONS?


THANK YOU.For recruitment media tips, how-to guides and additional resources, contact Emily at: [email protected]

Follow JWT INSIDE at:


To download the interactive maturity model and quiz, go to: http://jwti.co/PIHRA1

THANK YOU.For recruitment media tips, how-to guides and additional resources, contact Emily at: [email protected]

Follow JWT INSIDE at:


EMILY FEARNLEY [email protected]

@emily_fearnley

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