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 Kim Jokisch

 Director, Employment Branding + Media  Red Hat

Modern Marketing & Recruitment: Best Practices for Talent Acquisition Leaders

 Linda Descano, CFA®

 Managing Director and Head of Content Creation & Partnerships  Citi

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 Kim Jokisch  Director, Employment Branding + Media

 Red Hat

Talent marketing: Creating an authentic employment

branding strategy

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WHAT WE’LL DISCUSS

• Strategy 101 • Tips for creating an effective employment branding strategy • How Red Hat’s employment brand helps us recruit top talent

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What is a strategy?

Will Scullin | https://www.flickr.com/photos/wscullin/3770015991/in/photolist-6K9jpH-4Cryx-c2mfZu-8desRa-6K9jC4-8ZxBba-9hYhWK-dMTqW3-5WoP4f-jB4t16-5qgm94-5WjwED-5WoP4N-dtEmrp-nBshnQ-hVCY8u-4Szofb-94fNwW-4adoJP-gwjxPS-99JLXY-8tZaKu-k5yXou-k3MXQZ-6MhBXY-6m6qE9-5BjQz6-gwjVKH-7ZSQvu-3B2REk-6jGgqa-866TZZ-869Yzd-869Xio-86agcC-869WzS-866KRt-869FE9-869T7s-866FZD-866Te6-86a339-869EZd-866XgF-866roM-866r1v-idQEL-8dhL5C-gwjQxi-869Rvy

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Do your research.

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Be consistent.

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Differentiate yourself.

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LinkedIn Twitter Facebook

Engage your ambassadors.

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from under to over

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Results

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Best Enterprise Software

Companies to Work for

Best Places to Work

The 25 Best Companies to

Work for Best Places

to Work

Do your research. Be consistent.

Differentiate yourself. Engage your ambassadors.

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 Linda Descano, CFA®

 Managing Director and Head of Content Creation & Partnerships  Citi

INSPIRE: How to Build Connections through Content Marketing

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•  My role at Citi

•  How content can help brands build advocacy and trust

•  How Citi approaches content marketing

•  How we measure success

Overview

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The World’s Citi

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What Type of Content Do We Produce?

Videos"

Social media"

Content"

Blog posts"

Articles"

SlideShare Presentations

Infographics

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Why Do We Create Content?

 To educate and inform consumers with solutions to their financial concerns

 To demonstrate the value of Citi’s products and services in a relevant, meaningful context

 To provide opportunities to amplify our messaging through social sharing and PR

 To encourage positive social conversation about Citi

 TO BUILD TRUST AND DRIVE ADVOCACY FOR THE CITI BRAND

 

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Eyeballs Buyers Awareness Preference Consideration Action Loyalty Eyeballs

Buyers

Contributors

Peer reviews

Competitive alternatives

Recommendations from friends

User-generated content

The Traditional Marketing “Funnel” The New Marketing Paradigm

Source: Forrester, Inc.

Why is Content Marketing Important?

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What Does This Mean for Brands?

Teach me, don’t tell me.

Focus on my needs, not your

products.

Put value first and pitch second.

Be present where I live.

Treat us as people, not portfolios.

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How Does Citi Approach Content?

Plan

Produce

Publish Promote

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How Do We Plan Our Content Calendar?

Consumer Inputs Business Inputs

Customer Insights

Seasonal Themes

Trending Topics

ATL Calendar

LoB/Product Launches

Enterprise Tentpoles

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How Do We Produce Content?

2. Develop content

1. Brief agency partners

3. Obtain business and legal approval

4. Finalize content calendar

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Where is Content Published?

Citi-Owned Channels

Media Partners

Editorial Partners

Citi Web Sites and Blogs

Email Newsletters

Mobile Apps

Social Media

Channels

ATL Campaign Extensions

Native Advertising

LinkedIn

SlideShare

Yahoo! Finance Network

Content-Sharing

Partnerships

Influencer Blogs

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Publishing: Citi “Owned” Channels

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Publishing: Media Partners

Native Advertising Hub

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Publishing: Editorial Partners

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How Do We Promote Our Content?

Social Activations

Influencer Amplification

Partner Amplification

PR Outreach

Facebook “f ” Logo CMYK / .eps Facebook “f ” Logo CMYK / .eps

Content

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Promotion: Paid Media

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Promotion: Earned Media

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Reach and Amplification Consumer Brand Health and Customer NPS

Employer Brand Health

Engagement

Total Reach (Impressions)

Paid Reach

Amplification (“Earned” Reach)

8 Clicks Likes C

Comments ? 4

Shares

How Do We Measure Success?

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Key Takeaways

1.  Deliver value.

2.  Plan strategically, rather than in a silo.

3.  Speak in a human, authentic voice.

4.  Teach rather than tell.

5.  Drive relationships, not transactions.

6.  Contribute to conversations rather than crowd out other voices.

7.  Mind your audience’s mindset.

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Kim Jokisch Director, Employment Branding & Media Red Hat

Thank you

@kimjokisch

Kim Jokisch

Linda Descano, CFA® Managing Director and Head of Content Creation & Partnerships Citi

@lindadescano

Linda Descano