Date post: | 07-Nov-2014 |
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@Deluxejobs @sjvconsult
MISSION POSSIBLECreating Inclusive Community Through Emerging
Media Branding & Marketing Campaigns
Case Study
(mis)Perception
Why Deluxe?
The New Deluxe
Deluxe is Transforming
Deluxe’s Most in-Demand Positions 2010-2013
Interactive Designer
Marketing Database Analyst
Technology Solutions Analyst
Experience Strategist
E-marketing Delivery SpecialistSearch Marketing Manager
Director of Analytics and Insight
Web Campaign Product Manager
Ecommerce DirectorVirtual Desktop Technology Engineer
Manager Technology Solutions and Support
Shifting Talent Needs
Why Deluxe?
SEO/SEM Sales
Recognized for Excellence 5
Awards Recognize Deluxe’s Commitment to:
Innovation
Candidate Experience
Marketing / Brand
Talent Board 2011 Candidate Experience Award
Social Media Innovation Award
• Candidate Engagement / Emotional Marketing
• Innovation
• People are the Brand
building diverse
talent pools
Recruitment & Retention of Faculty
• The study found that the major reasons for accepting faculty job offers include the:• presence of colleagues in one’s area of research• ranking/reputation of the department• geography• quality of graduate students
Using Social Media for Employment
Technology Transformation
PRE WEB WEB 1.0 WEB 2.0
Recruiting Transformation
Web 3.0
Semantic Web
Attention EconomyMobilityDigital Lifestream
Recommendations
Engagement
Web Squared
Web 4.0
…The Next Transformation
A brand needs to provide content
that is RELEVANTIn order for a consumer to give
ATTENTION to the brand.
mE-CONOMY
Deluxe Talent Community
• Change in the type of talent
• Shift to market-driven economy
• Generational shift (Millennial and Gen C)
• Rapid pace of innovation
• Employer brand management in the digital age
• Gain credibility with the talent we are trying to attract
• Your customers expect it!
Why Transform your Recruiting Model?
Result: A Significant Online Footprint
Blog
Our social video
http://www.youtube.com/watch?v=svvr29izGaA&list=UUp-jG8f-lTIjbQ7ZzQHM3JQ&index=22
The active-to-passive Shift is Accelerating
• According to a massive joint study conducted by LinkedIn last year, only 18% of the fully-employed pool of prospects were looking for new jobs using traditional techniques.
• 82% are passive but open to hearing about new job opportunities
Those 82% need to be engaged with in a totally different manner they:
• take longer to decide• won’t apply • don’t have resumes • are in higher demand • are far more choosey
The active-to-passive Shift is Accelerating
Pinterest Platform Boards
The Search for Web Analytics
If these issues are due to changes you have made on your side that cause the rules Tim created on the site to need changing, then this is billable work If these issues are due to changes you have made on your side that cause the rules Tim created on the site to need changing, then this is billable work
How To: Sample Web Campaign
The search for Product Marketing Managers
Social Media Recruiting
Each position is provided with a “treatment” below based on the complexity of the position being recruited.Bronze Campaign (All positions get at least the Bronze campaign)
• Jobs.deluxe.com / CareerBuilder.com / Indeed.com Postings• LinkedIn • Email marketing• PPC
Silver Campaign– Bronze +– Basic Talent Marketing Campaign– Market Analysis Report/Talent
Landscape
Gold Campaign– Bronze +– Deluxe Talent Marketing Campaign– Market Analysis Report/Talent
Landscape – Hiring Manager/Employee Video– Direct Sourcing/Cold Sourcing – http://www.youtube.com/watch?
v=Sg1CEOl_cc8
Web Campaign
Microsite/Videos
Our Strategy
NET PROMOTERS Fred Reichheld Bain & Company
Innovative Thinking
METRICS
The power to define and control a brand is shifting from corporations and institutions
to individuals and communities
Differentiate Your Brand
• Nonsense. Absolute nonsense. 'Tis a shocking disgrace. If Google Ireland can have it, we should all have it. Where's my Paddy's day Google Doodle? You have let me down big G. Off I go to Bing.
• I think it's crap. First off let me make this clear, I am not Irish - BUT I love St. Patrick's Day, I look forward to it every year, so to not see the doodle this morning made me a bit disconcerted to say the least.
Adopt A New Strategy: Recruiting is Social
Requires a Strategic Approach – Dedicate Resources
Execute & Measure
It (social media) is not a fad
You do not control your brand
Patience
Not just another ‘push’ channel – done right, social media has the ability to revolutionize your business
• Candidate Engagement / Emotional Marketing• Move from push/broadcast to interaction
• Behind the scenes video• Special attention to those who engage with us • Tips/advice on their resume … interview skills• Video of hiring managers and employees
• Innovation• Fresh thinking that creates value
• Wordle; QR codes; Video• Bring in Revenue – sell biz cards; send coupons for products• Call everyone on one req a quarter
• People are the Brand• HR/Marketing Mashup
• Educate, engage, influence customers – consideration space• Foster culture and encourage employees to participate
Human Customer Marketing Department
• Showcase inclusion on your website• Create a diversity-positive brand• Utilize diversity boards• Multiple job marketing strategies