JWT INSIDE at #SouthWiRED14 – Finding the Balance Between Paid, Earned and Owned Recruitment Media

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

2. PRESENTING TODAY:
@@JJWWTITNSINIDSEI #DINES I#DIENinSsigIDhtsE insights
Emily Fearnley
Search Engine
Marketing Analyst
About JWT INSIDE
A full-service employee relationship marketing agency
offering a range of recruitment advertising, employer
branding, employee engagement and internal
communications services.
@emily_fearnley
Search Engine
Marketing Analyst

3. What We’ll Review
• Paid vs. Earned vs. Owned Media
• Finding the Balance
• Social Media is Key
• Brand Example
• Recruitment Media Maturity Model
PRESENTING TODAY:
@@@JJJWWWTITTNISINNIDSSEII #DDINEES I##DIEINNinSsSigIIDhDtsEE iinnssiigghhttss
Emily Fearnley
Search Engine
Marketing Analyst
About JWT INSIDE
A full-service employee relationship marketing agency
offering a range of recruitment advertising, employer
branding, employee engagement and internal
communications services.

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

5. Paid, Earned and Owned
What’s the Difference?
@JWTINSIDE #INSIDEinsights

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

7. OWNED
• Careers Website
• Talent Community
• Company Blogs
• Mobile Apps
• Social Profiles
• Videos
• Webinars
• E-Newsletters
• Landing Pages
• White Papers
• Controlled by
Brand
• Destinations
• Driven by EVP
• People Aware of
Employer

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

9. PAID
• Search Engine Marketing
• • Amplify Message
Job Postings
• • Recruitment Increase Exposure
Awareness
Ads Benefit (i.e. Banners, • Out-of-Home)
Stops When
Print,
• Enhanced Spending Company
Stops
• Profiles (i.e. LinkedIn,
Glassdoor, Reach People
Monster)
• Career Unaware Fairs
of
• Social Employer
Media Advertising

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

11. EARNED
• Organic Search Rankings
• Employer Awareness
Reviews (i.e. Glassdoor,
Indeed, Vault)
• Social Following &
Engagement (i.e.
Followers, Fans,
Likes, Shares)
• Employee Referrals
• Voluntary Actions
• Holy Grail of
Marketing
• Long-Term
Awareness
and Benefits
• Brand Loyalists

12. IT’S COMPLICATED

13. FINDING THE
BALANCE

14. WHAT ABOUT
CANDIDATE EXPERIENCE?

15. Candidates Are In Control
PRESENTING TODAY:
While of recruiters are active on LinkedIn,
only of job seekers are.
@JWTINSIDE #INSIDEinsights
Emily Fearnley
Search Engine
Marketing Analyst
About JWT INSIDE
A full-service employee relationship marketing agency
offering a range of recruitment advertising, employer
branding, employee engagement and internal
communications services.
36%
94%

16. Develop an
INTEGRATED
STRATEGY
@JWTINSIDE #INSIDEinsights

17. • SEO
• Employee Referrals
• Social Media
• Employer Awareness
• Talent Pool Engagement
@JWTINSIDE #INSIDEinsights
• Media Analysis
• What media do you have
• that's contributing to Earned,
• and what isn't?
• Brand Authenticity
• Positive Candidate
• Experience

18. SOCIAL MEDIA IS KEY

19. Percent of 4-year college grads that go to the following channels to
VET PROSPECTIVE EMPLOYERS’ COMPANY CULTURE:
23%
19% 19% 16% 13%
(Source: 2014 Job Seeker Survey, Jobvite)

20. 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
@JWTINSIDE #INSIDEinsights
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.

21. QUESTIONS?
@JWTINSIDE #INSIDEinsights

22. THANK YOU.
For recruitment media tips, how-to guides and additional resources,
contact Emily at: emily.fearnley@jwt.com
THANK YOU.
For recruitment media tips, how-to guides and additional resources,
contact Emily at: emily.fearnley@jwt.com
Follow JWT INSIDE at:
EMILY FEARNLEY
emily.fearnley@jwt.com
@emily_fearnley
@JWTINSIDE #INSIDEinsights
To download the interactive maturity model and
quiz, go to: http://jwti.co/SWATL
Follow JWT INSIDE at:
@JWTINSIDE #INSIDEinsights