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JWT INSIDE & SCAHCR – A Healthy Approach to Strategic Recruitment: Reaching Top Talent with Social Media
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@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.
A HEALTHY APPROACH TO STRATEGIC RECRUITMENT:
REACHING TOP TALENT WITH SOCIAL 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
PRESENTING TODAY:
@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.
SHEILA MEYERSr. Account Executive
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:
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.
@JWTINSIDE #INSIDEinsights
APPLYING CONSUMER METHODOLOGY TO
RECRUITMENT MARKETING
@JWTINSIDE #INSIDEinsights
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.
@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.
36%94%
@JWTINSIDE #INSIDEinsights
Develop an
INTEGRATED STRATEGY
@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
SOCIAL MEDIA IS KEY
@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.
"31% OF HEALTHCARE PROFESSIONALS USE SOCIAL MEDIA FOR PROFESSIONAL RECRUITING” (SOURCE: JONATHAN GOVETTE, LINKEDIN)
2 MILLION DOCTORS AND NURSES
MILLIONS OF OTHER HEALTHCAREPROFESSIONALS
200,000PHYSICALTHERAPISTS
1.5 MILLION NURSES
AUDIENCE
=AUDIENCE
4X
(SOURCE: HEALTHCARE RECRUITING WITH SOCIAL MEDIA, WORK4)
@JWTINSIDE #INSIDEinsights @JWTINSIDE #INSIDEinsights@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.
Healthcare professionals on social media are more likely (than the average US adult) to... • Send a message or email (34%)
• Click on an advertisement (28%)
• Watch a video (22%)
• Post a website link (21%)
• "Follow" or become a fan of a social page (11%)
(SOURCE: MARCH 2014 MRI DATA)
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)
@JWTINSIDE #INSIDEinsights
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?
@JWTINSIDE #INSIDEinsights
THANK YOU.For recruitment media tips, how-to guides and additional resources, contact Emily at: [email protected]
Follow JWT INSIDE at:
@JWTINSIDE #INSIDEinsights
To download the interactive maturity model and quiz, go to: http://jwti.co/NCHHRA
THANK YOU.For recruitment media tips, how-to guides and additional resources, contact Emily at: [email protected]
Follow JWT INSIDE at:
@JWTINSIDE #INSIDEinsights
EMILY FEARNLEY [email protected]
@emily_fearnley
