modern marketing & recruiting
TRANSCRIPT
#intalent
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
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