Funnel Building with your Employer Brand
Iain Hamilton James EllisWith: Moderated by:
TO USE YOUR COMPUTER'S AUDIO: When the webinar begins, you will be connected to audio using your computer's microphone and speakers (VoIP). A headset is recommended.
Webinar will begin:11:00 am, PDT
TO USE YOUR TELEPHONE: If you prefer to use your phone, you must select "Use Telephone" after joining the webinar and call in using the numbers below. United States: +1(415) 930-5321 Access Code: 602-684-236 Audio PIN: Shown after joining the webinar
--OR--
About the Series 6 Education-packed sessions
About Iain Hamilton In-house Consultant & Managing Director, People Traction
Based in Aberdeen, Iain currently works with clients throughout the U.K. and U.S. to launch in-house recruitment functions, employer branding projects and recruitment marketing campaigns using non-traditional recruitment technologies. A true talent acquisition evangelist and recruitment tech nerd.
About James EllisSenior Manager, Employer Branding at Groupon, Host of The Talent Cast (thetalentcast.com), @TheWarforTalent.
James Ellis runs The Talent Cast podcast (found on iTunes, Google Play and wherever you get your podcasts) where he can be found doing deep dives all all things employer brand and recruitment marketing. He has years of experience helping companies of every size get smarter about their inbound recruiting to find and attract the best talent. He is currently a Senior Manager at Groupon responsible for the global employer brand and its activation across all digital channels.
Funnel Building with your Employer Brand with Iain Hamilton
Funnel Building with your Employer Brand
• Why a career decision is very similar to the buyer's journey
• How to create employer branding content to attract the right people
• Why employer brand activation is essential
• How to lead your talent pool through an experience funnel including the tech Iain uses
• 5 ways you can make use of your user experience data
5
Why?
Funnel Building with your Employer Brand with Iain Hamilton
AwareEducation
Consideration
Talent Acquisition
Talent pool you know of Other Talent
Employees
7
The Buyers Journey
Funnel Building with your Employer Brand with Iain Hamilton
The Buyers Journey
KnowLikeTrust
Funnel Building with your Employer Brand with Iain Hamilton
Motivators
Personal Growth
Professional Growth
Value offered by employerValue to be offered by employee
Work/Life
CultureValues/Beliefs
Value to be offered by employee Value offered by employer
Funnel Building with your Employer Brand with Iain Hamilton
Job Ad
Apply
Interview
Offer
Job Ad/Approach
Apply
Interview
Offer
Do I know them?
Is there career growth?
Will they respect me?
What do they stand for?
Am I a team fit?Do they care for their community?Will I be able to offer value?
Employer Brand
11
Content Creation
Funnel Building with your Employer Brand with Iain Hamilton
Polarising your Employer Brand
Meh! Passionate
Employer Brand
Business Focus
Funnel Building with your Employer Brand with Iain Hamilton
- Products and services - Thought leadership content - Career advice
- Corporate social responsibility - Mission vision and values - People and team stories
- Stories relevant to location and profession - Value proposition - WHY
TA
Education
Consideration
- 5
- 20
- 45
14
Activation
6Funnel Building with your Employer Brand with Iain Hamilton
Funnel Building with your Employer Brand with Iain Hamilton
- Workforce Plan - Talent pool research - Competitors - Content that engages
- Social - Job boards - Print - Careers/non
- Evergreen campaigns - Email - Stage relevant
- Continued engagement - The right people - Quickly
18
Toolkit
Funnel Building with your Employer Brand with Iain Hamilton
-Activity with campaigns
-Engagement on social
-Visits to website
-Funnel building
-Engagement scoring
Funnel Building with your Employer Brand with Iain Hamilton
Pixels and Promotion
Funnel Building with your Employer Brand with Iain Hamilton
Funnel Building with your Employer Brand with Iain Hamilton
Funnel Building with your Employer Brand with Iain Hamilton
24
In Action
Funnel Building with your Employer Brand with Iain Hamilton
Funnel Building with your Employer Brand with Iain Hamilton
Funnel Building with your Employer Brand with Iain Hamilton
Strategy - Aligning your activity to workforce plan
Compliance - Data protection/GDPR compliance
Improvement - Ever increasing engagement through data
Demographics - Talent pipeline intelligence
Engagement Scoring - Know how engaged you pipeline is
28
Don't Miss the Next Session!
Q&A
30
Don't Miss the Next Session!