Funnel Building with your Employer Brand

Iain Hamilton James EllisWith: Moderated by:

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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!