1. FINDING THE BALANCE ! Between PAID, EARNED & OWNED Recruitment Media @JWTINSIDE #INSIDEinsights

2. @JWTINSIDE #INSIDEinsights PRESENTING TODAY: Ian Kaplan Head of Business Development Emily Fearnley Search Engine Marketing Analyst Kai Yen Chief Technology Officer

3. @JWTINSIDE #INSIDEinsights APPLYING CONSUMER METHODOLOGY TO RECRUITMENT MARKETING

4. @JWTINSIDE #INSIDEinsights Paid, Earned and Owned Whats the Difference?

5. OWNED Controlled by Brand Destinations Driven by EVP People Aware of Employer

6. PAID Amplify Message Increase Exposure Benefit Stops When Spending Stops Reach People Unaware of Employer

7. EARNED Voluntary Actions Holy Grail of Marketing Long-Term Awareness and Benefits Brand Loyalists

8. ITS COMPLICATED

9. FINDING THE BALANCE

10. WHAT ABOUT CANDIDATE EXPERIENCE?

11. @JWTINSIDE #INSIDEinsights Develop an INTEGRATED STRATEGY

12. @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 AREAS OF OPPORTUNITY

13. MEDIA STRATEGY TRANSFORMATION

14. Recruitment Media Maturity

15. O W N E D PA I D E A R N E D OPERATIONAL MANAGED NETWORKED STRATEGIC INTEGRATED ANNUAL BUDGET LOW MATURITY HIGH MATURITY High Cost Low Efficiency Focused on Quantity of Applicants Requisition-based Process Short-term Results Low Cost High Efficiency Focused on Quality of Hires Pipeline-based Process Long-term Results The Recruitment Media Maturity Model O O O O O P P P P P E E E E E

16. Recruitment Media Maturity Quiz To get an idea of where your recruitment media strategy currently falls on the Recruitment Media Maturity Model, choose the one answer per row that best applies to your Employer Brand and Recruitment efforts. Each response will have an associated point value. At the end of the quiz, tally up your total maturity score by adding up all of your response points, and read the corresponding score description to identify a few major areas of growth opportunity to ultimately move your brand to a higher maturity level. NOTE: This quiz is not all-inclusive of every possible Employer Brand or Recruitment channel option. Its merely a guide to give brands an idea of where opportunities of growth may be. Careers Site We dont have a careers site. We have one, but it has minimal information on it. We have one, and its pretty informational. We have one thats informational and engaging. We have one thats participatory and conversational. Talent Community We dont have a talent community. We have one, but its only a small source of applicants. We have one, and its a significant source of applicants. We have one, and its our primary source of applicants. We have one, and its one of our primary sources of hire. Social Media (Channels & Profiles) We dont have any branded social profiles for careers content. We use our social chan- nels in an experimental manner. We use our social channels for minor sourcing activities. We use our social channels for significant sourcing activities. Mobile Optimization Careers site is not mobile-optimized at all (or we have no careers site). Parts of our careers site are mobile-optimized. Our careers site is mobile-optimized. Our careers site is responsive. Our careers site is responsive and has a mobile-optimized application process. Application-Driving Media (i.e. Job Boards, Job Aggregators PPC, Search Engine Marketing) We mainly use the major job boards and PPC aggregators (if at all) for one-off hiring needs. We purchase annual contracts with major job boards, and we sometimes post one-off postings on niche boards and PPC aggregators. We purchase annual contracts with major job boards and niche job boards, and we use SEM/PPC for high-priority hiring needs. We purchase annual contracts with niche job boards, and we sometimes post one-off postings on major boards. We also use SEM/PPC for high-priority hiring needs. We mainly use niche job boards for one-off postings and SEM/PPC for high-priority hiring needs. Engagement-Building Media (i.e. Facebook Sponsored Posts, Twitter Promoted Tweets, LinkedIn Ads) We dont spend any money on engagement campaigns, and we have little to no organic engagement. We run minimal campaigns to drive engagement, and we have little to no organic engagement. We run significant campaigns to drive engagement, and we have minimal organic engagement. We run significant campaigns to drive engagement, and we also have significant organic engagement. We run minimal campaigns, as needed, to supplement the strong organic engagement we already see. Events (Career Fairs, Interview Days, On- Campus Visits, Virtual Job Fairs, etc.) We dont attend or host any events. We attend or host some general events, but we dont get any quality applicants as a result. We attend or host general and niche events, and we get a few quality applicants as a result. We attend or host niche events, and we mostly get quality applicants as a result. We attend or host niche events, and all resulting applicants are high quality. We use our social channels as our primary sourcing activity. OWNEDPAID A answers B answers C answers D answers E answers Quiz continues on next page Awareness-Building Media (i.e. Print, Radio, Online Banners, Billboards) Our entire media budget is spent on traditional advertising (print, radio, billboards, etc.) - no online media. The majority of our awareness media budget is spent on traditional, with little to no online media included. We spend a large per- centage of our awareness budget on traditional channels and only a small amount on online media. We spend a small percentage of our awareness budget on traditional channels, but we mainly use online media. Weve eliminated traditional media from our awareness media plan - we just use online media.

17. Organic Search (SEO) We get no traffic to the careers site from organic search (or we have no careers site). Organic search sends a small percentage of traffic to the careers site. Organic search sends a comparable percentage of traffic (to other traffic sources). Organic search is our primary source of traffic. Organic search is our primary source of traffic and sends the most engaged visitors. Employer Awareness We have no awareness as an employer. We have a little awareness as an employer. We have comparable awareness as an employer (to competitors). We have strong awareness as an employer (over competitors). We have strong awareness as an employer of choice. Social Media (Fans/ Engagement) & Press/Reviews Our social channels receive no organic reach/ engagement (or we have no social channels). Our social channels receive minimal organic reach/engagement with heavy support of paid advertising. Our social channels receive organic reach/ engagement with minimal support of paid advertising. Our social channels receive organic reach/ engagement without paid advertising support. Our social channels receive significant reach/ engagement without paid advertising support. EARNED Employee Referrals We get no employee referrals. Employee referrals are a small source of our applicants. Employee referrals are a strong source of our applicants. Employee referrals are our primary source of our applicants. Employee referrals are one of our primary sources of our hires. A answers B answers C answers D answers E answers x 1 = Your Recruitment Media Maturity is Operational (Score 12-22) It seems your brand is highly focused on short-term, requisition based solutions to fill immediate hiring needs. At this maturity level, really think about how your employer brand is perceived by your employees and potential candidates. There are likely many ways that you could increase your brand awareness as an employer while improving perceptions internally and in the candidate realm. Youre just beginning your maturity growth, and the sky is the limit! Your Recruitment Media Maturity is Managed (Score 23-32) Your recruitment maturity seems to stick to traditional efforts - a basic careers site, print advertising, major job boards, no social media, no mobile optimization... But its time to start thinking about the big picture. Determine how to reach higher quality candidates for your hiring needs rather than the masses, and consider utilizing newer technologies and channels in the space. Your Recruitment Media Maturity is Networked (Score 33-42) Youve likely spread your paid budgets to reach a very wide (but maybe not so targeted) audience. Continue focusing on quality over quantity and long-term solutions. If you feel like your brand is stuck in the Networked Maturity Level, there may be a significant opportunity to create new or improve existing owned properties. Nows your opportunity to also consider ways to start conversations and engage with employees and candidates alike. Your Recruitment Media Maturity is Strategic (Score 43-52) Youre almost there! With just a little more integration between your owned and paid strategies, you could significantly increase your earned exposure. Look for opportunities to improve the quality of your owned platforms and to focus your paid efforts on reaching more targeted candidates to support those high priority hiring needs. Also, think about how to engage your employees and potential candidates even more than you already do. Your Recruitment Media Maturity is Integrated (Score 53-60) Congratulations! It seems like youve already found a good balance between your owned and paid strategies and budgets to gain the optimal earned exposure. Continue fine-tuning your efforts to keep your candidates and employees engaged and interacting with your brand in a positive way. x 2 = x 3 = x 4 = x 5 = TOTAL SCORE: Sum of A, B, C, D and E # of A boxes checked Total A points # of B boxes checked Total B points # of C boxes checked Total C points # of D boxes checked Total D points # of E boxes checked Total E points 00 00 00 00 00 00 00 00 00 00 00

18. @JWTINSIDE #INSIDEinsights 5 QUICK TIPS 1. 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.

19. QUESTIONS? @JWTINSIDE #INSIDEinsights

20. THANK YOU. For recruitment media tips, how-to guides and additional resources, contact Emily at: emily.fearnley@jwt.com Follow JWT INSIDE at: @JWTINSIDE #INSIDEinsights