geting goosebumps with recruitment marketing- "google dave" hazlehurst

69
@googledave

Upload: serocor

Post on 12-Apr-2017

260 views

Category:

Recruiting & HR


0 download

TRANSCRIPT

PowerPoint Presentation

@googledave

Strategy without tactics is the slowest route to victory, tactics without strategy is the nose to defeat

SUN TZUThe Art of war

@googledave

@googledave

This isnt about fire and forget.

Its about having a strategy and tactics thats is going to help you

Win the war for talent

2

@googledave

@googledave

Space shuttle analogy..

Its not about the 60 seconds to get to space

Its the planning and preparations thats gone in in the build up.

Have a clear mission

3

We believe in challenging the status quo and doing things differently

Apple - WHY?Our Products are beautifully designed and easy to use Apple - HOW?We make Great Computers etcApple - WHAT?

@googledave

Simon Sinek Start with why.

Based on human biology and chemistry

Why emotion limbic part of the brain

What rational neo cortex

Apple v the Competition, other computer companies

Uncover your why.

Ask you people why do you work here simple question

Look out for answers that include feel I feel you help me.4

@googledave

Be brave.how daring are you?

Dont do the same old shit being good enough isnt good enough?

KMART American brand like Matalan

KMART video. This video took 6 months to get past from the exec board

5

@googledave

6 months initially they weren't brave enough

Now have a following, millions of views

Fan base, follow up videos, the characters even have their own Christmas cards

They dared to be brave

6

@googledave

So what do we have to do

We have to get to know those that we want to connect with

Its not B2B or B2C its about People to people

By getting to know the we can then create world class digital experiences

To help us to become digitally famous and connect with people

7

@googledave

But its not about identifying the masses

Behind every digital experience is a human being. The keyboard is the biggest conversation killer.

Its about focusing and understanding the individuals

This is about connecting with people

8

@googledave

So; Who are they?

Ask ourselves What makes people tick?

Ive spent the last few years, research and understanding all the factors and the key ingredients

Looking at the Art and Science

Understanding the best bits, the ingredients that make us tick

If we can understand Humans. We can fine tune our marketing into the minds of people

9

@googledave

Go back in time

My research started in 384BC

Aristotle the scientist, a famous Greek Philosopher

Founding father of communication

10

EthosPathosCredibility - TrustLogosConsistency - LogicEmotions - Imagination

@googledave

Aristotle stated

That human persuasion occurs with 3 ingredients

Ethos persuasion through credibility and trust

Logos persuasion through logic, facts and figures

Pathos Art of appealing to emotions

11

Pathos

@googledave

Studies and research have shown most powerful ingredient.

Is the Power of Pathos the power of persuasion through emotion

If we look at the high engaging stories, Hollywood films, presentations

The most successful are 65% Pathos. They lead with emotion

Engage people through emotion and you will be more likely to engage and persuade them to listen and act how you want

12

BehaviourInfluencePersuade

@googledave

Fast forward to now. We have learnt more about the human brain in last 10 years.entire existence

As marketers take what biology and neuroscience tells us understand the human brain

Understand peoples behaviour, how to influence and persuade them

And what makes people tick we can aim to make emotional connections that resonate andConnect through the power of personality....

Unlock the human algorithm

13

Persuasive Facts & Figures2.Be Truthful3.Bullshit Monitor4. Thought Leader1. Drivers2.Speed3. Lead with empathy4. Same Wavelength5. Pain & Pleasure

@googledave

Dr Steven Peters - sports Psychiatrist working with elite athletes (Luiz Suarez story)Chimp Paradox talks about 2 key areas of brain:

Click

Limbick The Chimp Emotions, feelings and impressions, gut instinct, that love at first site

Click

NeoCortex The Human (past the emotional reaction)Rational, plan and consider, facts and figures, seek the truth

In a talk at Inbound Uk I laid out 9 digital ingredients to create world class digital experiencesHelping us to connect with both the human and the chimp to help us connect with people

14

4. Thought LeaderPersuasive Facts & Figures2.Be Truthful3.Bullshit Monitor1. Drivers2.Speed3. Lead with empathy4. Same Wavelength5. Pain & Pleasure

@googledave

The human part of our brains the thought leader

When the human mind makes decisions we seek out expert opinion

In our efforts to confirm to ourselves we are making the right choice

This is where your candidates are carrying out research to their problems

Top of funnel content

15

@googledave

@googledave

Become the expert in you space

Martin Lewis started 2003 as a forum to help people save money

He wanted to become the go to, expert in helping people save money

Also, one clever thing he provided content ready made for Journalists. His target influencers

Influencing the influencers to accelerate and amplify his content along with his brand

He built content, added value, forums, make content valuable to the community and the influencers of the community

Sold for 2012 87m he doesnt give a shit about saving money now!!

16

4. Thought LeaderPersuasive Facts & Figures2.Be Truthful3.Bullshit Monitor1. Drivers2.Speed3. Lead with empathy4. Same Wavelength5. Pain & Pleasure

@googledave

But heres the thing if we want candidates to connect with the human parts of our brains

We have to get past the chimp first! the emotional part of our brains, the neocortex acts 5xs faster than our human brains

Its that gut feeling, emotions and impressions and we cant stop it from happening

We have to connect with our chimps to reach the human parts of our brains

Emotional Drivers People feel first, think second

Think of it as Digital love at first site

17

#RecruitIn

@googledave

HAPPYFEARSADANGERANTICIPATION

@googledave

We need to focus on the emotional drivers that create emotionally charged events in our brains

MRI scans show that with emotion we literally lighting up our brains

Think about it when we share funny images, videos it not the image we are sharing its how it makes us feel (refer to shipped pants)

Build these emotions into your marketing and communications to candidates, you content, videos,

Sharing is how we pass on our personality

Create emotionally charge connections

People will care and share you content, amplify your brand and turn candidates into fans

18

@googledave

And in a digital world you can never underestimate the power of the sticky note!

In the world of increasing technology, our ability to empathise is becoming more important

You do that by become the candidate you want to be stand in their shoes

And be the difference between a one night stand, or relationship that matter and make a difference to you

Empathy mapping, as humans we are hard wired to avoid Pain and seek Pleasure

We want to avoid pain more than seek pleasure

Bride story feel goodclick into

19

@googledave

@googledave

EXERCISE 2

Focus on the pain and pleasure sections

This will help identify things and areas that you can help you persona targets with

Will help you formulate ideas on how to connect with them

20

@googledave

So we know who they are, what makes them tick,

How do we find them?

21

@googledave

@googledave

Social media image its just like going to the pub

So many channels, where do you focus think about it for a second.

TV channels different audiences same in social

So think about where your target candidates go for a pint on pay day!

Step in to the room and there are even tools that allow you to listen in on the conversations

What are they talking about? What conversations? Who is the most interesting person in the room,

If its not you, aim to make friends with those that are

This is social listening or social evesdropping

22

@googledave

@googledave

And once you know what pubs the hangout it time romance them a little want to make friends and get a date

Me and Bry story legal sector

And we where nice! We didnt talk about what we did we showed interest in the people we spoke to first

We romanced them a little we got to know, we played the dating game

Think about human behaviour this is about how we make friends with people, not technology

All we did was get to know people, look for opportunities to help them

Social media isnt about hits its about real life relationships and connections

23

A Brand is not what YOU say its isits what THEY say it is

@googledave

Stories can help you build you brand proposition

MRI scans show that when we evaluate brands, we primary use emotions and how we feel rather than logic and facts and figures

It not what you think or say it is it is what they say it is

You cant control your brand, you can only influence itIts what people say about you, when you have left the room

Your employer brand doesnt stop with pass or fail. It isnt just about recruitment.

Its retention, experience and communication from them moment they touch your brand for their life time.

Makes sure that your telling the stories that resonate to what matters to you audience Helping you to get on their wave length and becoming a contagious and magnetic brand24

@googledave

@googledave

Story of family walked into a restaurant and nobody even noticed them

Candidates are spending up to 2 hours research your as a potential employer

Think about the content marketing journey attribution model

What are they looking for? What questions are on their mind? What objections may they have?

What information are you providing? What and how are you providing it? where? When they want it?

Candidates want to get to know you before the apply how do you help them??

Content will help you tell your story

Its help you create feelings and thoughts towards your brands and its people

25

@googledave

And think about this in your digital experiences. The moment between the moments

ASOS catwalk videos and if you dropout of checkout and they will call you up with a call to actionTesco Opticians people want to try glasses on augmented reality has improved conversion

So what are you Moments between the Moments identify them, where they?

In your world, this would be the candidate experience

But for me this isnt the recruitment process, on boardin - Its the moment they touch your brand

It not when they apply, when they fail its the moment they touch your brand

26

@googledave

@googledave

CX

Human Centered Journey mapping - how people feel and think

Customer JourneyTouch points in you process visualize or use other examples whats our versionWalk in their shoes

What are they feeling, thinking?How easy was it to do business at that point how effortlessWhat was my memory of that stage of the process

NPS scores have you finger on the pulse

Make it matter, make it meaningful

27

@googledave

@googledave

Explain concept and nuroscience study behind it

Separate areas of the brain lighting up.

Why do you think it was.??28

@googledave

Coke works really harder through various content and different channels

The coke Christmas lorry

The Diet coke break

You dont ask for a Pepsi and coke its JD and Coke!

Creating moments of positive experiences and forging memories in our minds

Creating subconscious feelings towards how we feel and then think towards its brand (95% of our brains, decisions are done before we even thoughts about it!)

The MRI scans proves that feelings made the people in the second test choose coke not taste first29

@googledave

Explaining CX mapping

If you think about it most of your candidates start their journey toward you digitally

Hint at Virgin work and empathy mapping

30

@googledave

@googledave

Design for Happiness http://www.uxbooth.com/articles/science-happy-design/

Design for Happiness happy but not by accident

good design and experience comes from principles of understanding the psychology of people

what they feel and think through the process during each moment and the moment between the moments

The best digital experiences create happiness

Happiness correlates in the likelihood to return and recommend

Happiness creates positive sentiment and likely hood to share

Greater happiness, greater engagement, greater results

Happiness = ROI

31

@googledave

ATS

@googledave

Then we send people to the ATS to die especially those that dont pass

Its like putting people into the twilight zone it is littered with moments between the moments

If I was speaking at digital ecommerce conference wed be simply be talking about a database of customers.

Dulux example

Wed be super focused on repeat customers and the Life time value of a customer

32

Silver and Bronze medalists.

Image.

@googledave

@googledave

Silver and broze medallists33

@googledave

@googledave

NUTURE THEM

Think like a marketer.

If these candidates where prospects wed work really hard in getting them to buy just once then a second time!

Another way to look at it

Under Armaour example - Getting them ready for the assessment..

34

@googledave

How do we make connection with people

Think about human behaviour this is about how we make friends with people, not technology35

@googledave

Identify influencers think about those that influencer your target personas

Charlotte Caldwell Story

Recruitment, In-house we decided to target Employment law partners

Explain why

Tell story of how how

36

@googledave

@googledave

Make friends with people who are already influencing your target personas

Pub analogy you walk into a pub and these are the people who everyone is listening to and buying a drink!

Your mission it to make friends with them

It takes time marketing is about making friends for tomorrow

37

@googledave

@googledave

#SocialRecruitInWe all have networks how many of us here have networks?

How many of us here, continually give into the ALL THE networks you are part of?

Human mind is designed to work in small tribes we crave bonding, sense of belonging

Various studies in anthropology show humans can handle around a maximum of 150 relationships

Ring donuts, Everyone connected; lack of content in the middle Easier to build so we play numbers gameOften about the get, rather than the giveNever been so connected, but disengaged?

Jam donutsLike jam, content in middle creates stickinessHolds it together, so we go back for morePeople feel urge to participate, help and supportCreate real-life relationships that add value Provides brand lift, amplification, online visibilityThe human touch, more authentic and sincere

38

Your SUSPECTS

@googledave

Create a list of suspects

Your top 50 influencers

People you want to digitally network with

Influencer marketingWebinars, podcast, transcriptionPodcast interviews (use interviews to get close to hot topics and briefs for contentTop list of social influence in recruitmentTop list of social influence companiesTop list of people on LinkedInTop list on TwTop.How to build you network ofThought leadership model

39

@googledave

How do we connect?

Have something interesting to say, it has to be worthwhile

How can we engage.40

Persona has a problem but is not aware of the solution

SEEHas a problem and is researching the solutionsTHINKAware of your solution, convince them!DOTheyre a customer encourage to buy and share moreDELIGHT

@googledave

In marketing with have buying funnels or

This a funnel shows the considerations stages people go through

Passive candidates are at the see stage and the delight stage delight is your twilight zone

A shelf full of ken and barbies just dying to be taken of the shelf!

41

1. Industry Pain Points

2. Common Customer Qs

3. TrendingIndustry Topics

4. Brand Stories

5. Research & Analysis

6. Outside of industry into your world

7. Industry News & Trends

@googledave

Content is the currency of influence

Through research here is he Magnificent seven themes of content proven to help you connect with your audience

Research and Analysis data is where ideas and opinions grow

Salary survey, the future of you world42

@googledave

@googledave

@googledave

Big content and visual or interactive assets can speak a 1000 words and

Entertain, inspire; educate and convince your candidates .

Edutainment those types that get shared the most.

Convince people to do what we want case studies

Power of social proof get customers / candidates to tell the story

Selling social proof

44

@googledave

But here is the thing

Everyone is talking about content marketing and what do they need to do to engage their audience

When we talk about producing content what are thinking?

What do we see when we talk about content marketing

45

Or

@googledave

Are we creating great content

Are we really thinking about what we are producing.

or46

1. Satisfied with what one is or has; not wanting more or anything else.

@googledave

Or are we just satisfied with what we are producing?

Being satisfied just isnt anywhere near good enough. You need to think differently.

Content goes much, much deeper than that its a commitment, not a campaign

It doesn't mean everyone has to write but it requires an interest and collaboration.

This is because content isn't just marketing it also culture.

Create a content culture in your teams.

Great content can attract great people and help you become digitally famous We don't need more content. We need content that does more.

47

Company Employer brand and what it feels likeCandidate Meaningful, two way persona connectionsCulture Your people with passionate behavioursCommunity Attract, engage (build) and convertCommitment Passion, dedication, time & effort

@googledave

Content marketing isnt a buzzword

Its an ethos.if done properly it will help you differentiate you form your competition

It will help you.

48

@googledave

The currency of real networking is Generosity and Value give your best stuff away

Its not the source of the content, its how valuable it is to the customer,

Help candidates, people with their day to day life's

Graduate campaign, its not about the opportunity, it about helping them out with pain and pleasure

Create more value, for more people, more often

So, when it comes to choosing

They choose you.

49

@bryan_phc#AskPh

@googledave

People want a tailored, Personalised experience.

By show of hands whos in the audience. B2B or B2C. agency, brand? SME or Corporate.2 things Im afraid of.1. Our audience is getting harder to reach. prove it with whats happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.

@bryan_phc#AskPh

@googledaveCOKE BOTTLES WITH NAMES

@googledave

People want a tailored, Personalised experience.

By show of hands whos in the audience. B2B or B2C. agency, brand? SME or Corporate.2 things Im afraid of.1. Our audience is getting harder to reach. prove it with whats happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.

FULL SCREEN SHOT ON IPHONE 6 PHOTO

@googledave

@googledave

@googledave

@googledave

Creative outreach

IPOD IN BOX

Earn attention create transmedia stroytelling

Our graze box

Apple Designer attraction campaign

Made bespke ipod for the top 50 designers in the world and recruited 4(shold liink design world and come up withan idea of how designers could solve 3rd world problems - wikinomics)

53

@googledave

@googledave

A brilliant way of engaging you audience with content is thought the power of

Telling a good (authentic) Story

Tell stories to engage your audience that resonate with them

Who have been some of the greatest story tellers over the years.

54

@googledave

Hollywood.

If we learn from those that have been telling stories for decades

Hollywood film has 6, themes, formula's they follow to build emotional drivers in their audience

And they do it very well

The make the heros and the characters reflect those they want to connect with click55

@googledave

Their customers.

In the films, they have characters that will mirror or resonate with the customer of the films they want to attract

Its why avengers had the female character

Aliens sci-fi (typically a male dominant genre) female lead my wife loves Aliens (especially for hangover) days!

So, put the spotlight on your customers and you benefit by attracting those you want to engage with56

@googledave

A herosJourney

@googledave

@googledave

@googledave

This is backed up in science and neurology we can get people on our same same wavelength

MRI scan from research by D Hassan midn sync

When we tell stories both the storyteller and the listeners brains respond.

Our minds actually synch together its know as neurocoupling We are hard wired to try and understand each other (scouser)

Stories activate parts of our brains that allows the listeners to connect and form their own ideas and experiences around the story being told

This is marketings very own vulcan mind meld

But we have to be very careful not to hit..59

BULLSHIT!

@googledave

@googledave

In the NLP we have something called the critical faculty its the human bullshit monitor

As marketers, we are the greatest bullshit trainers in the world

People see on average 10000 links a day... The average human attention span is 7 seconds a gold fish has 8!!

Who remembers the billboard / xfactors / sky +How many of you have the good old staged corporate videos how often do you see videos about companies who really watches !

Do you ever see a bad job advert someone should write a crap advert and I reckon it would go viral!

Tell the truth part of the human brain seeks the truth this is how we are hard wired60

@googledave

@googledave

BIG WARNING..Symptom of synthetic marketing / fabricated culture.

VIDEO

WestJet master stroke

They cared about their audience, they did a lovely thing for some passengers.They made a promise to do a good deed based on the number of shares.

Who came up with the idea?The customer service department?The HR department?

THE MARKETING DEPARTMENT

STUNT not the feel good department

They made damn sure they caught every second of the experience on camera and even filmed the making of it too.

Im not being cynical, Im demonstrating the corporate value of understanding how to manipulate human emotion.Im highlighting the value of building this into a plan, a process and an outcome that adds value to a business otherwise whats the point.

@googledave

@googledave

@googledave

@googledave

@googledave

What are the people tales that must be told from your business

Vodafone work been doing recently on how to Pitch the brand in the recruitment process they gave me a load of numbers!

Virgin Heart felt serviceVirgin Acts of random kindness part of virgin magic stories of engineersRemote controlThey guy who though his virgin media wasnt working

Breed , cultivate stories but these are.Real-life stories

Marketing starts with HR Hows to say marketing should sit within HR

Need have a process to find and cultivate these real life stories, demonstrating.

64

@googledave

@googledave

What are your companies legends?

The greatest stories you want to tell?

The people stories that resonate with the feelings and thoughts of those you want ot connect with.Your employees will have stories they tell about why it is they work with you set them free become a brand that love to tell stories

People are x10 more likely to connect with people in the brand than the brand itself what's you plan to leverage this?The same for you suppliers how do the agencies you engage how much to they take time out to get you so they can tell stories to help engage the talent and connect them with you?

Tell story of BAE persona workshop magic happened

65

@googledave

@googledave

Stories should just end the end is a catalyst for the next story

The great things about a story is that they live on, and keep getting toldCreate anticipation. Keep your EVP alive showing candidates the experiences that resonate with them

Dont get to caught up in your brand history and heritage (by all means honor it), but look to now and the future as well people will want to be part of shaping the next chapters in your stories, which is a new chapter for them

Stories will be the foundations for trust and loyalty with people. encourage your audience to tell stories for and about you

66

Be genuine, Be sincere, Be authentic

@googledave

By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds

Identify the emotional drivers you candidates feel and experience; and put them into your stories,helping you connect through the power of personality

humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic.

People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth

People may forget what you said or did But the wont forget how you made them feel.67

Maya Angelou

@googledavePeople may forget what you said or did, but they will always remember how you made them feel

@googledave

@googledave [email protected]

@googledave

Its been emotional.!69