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See Think Do in Recruitment

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How the Google's marketing framework can be used to hire candidates. Case study from a successful IT startup.

Publié dans : Recrutement & RH
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See Think Do in Recruitment

  1. 1. SEE-THINK-DO MATEJ MATOLIN 1
  2. 2. ● Head of HR @ STRV ● Blogger (matejmatolin.com) ● Trainings and consulting 2 MATĚJ MATOLÍN
  3. 3. SEE All potential candidates Potential candidates with some interest in your company Potential candidates with an intent to apply THINK DO BUILD AWARENESS DRIVE CONSIDERATION CONVERT
  4. 4. SEE THINK DO AUDIENCE CONTENT CTA MEASUREMENT AUDIENCE CONTENT CTA MEASUREMENT AUDIENCE CONTENT CTA MEASUREMENT
  5. 5. SEE AUDIENCE CONTENT CTA MEASUREMENT All JS engineers in Netherlands (55k) Targeting: ● Facebook interests ● Professional forums and newsletters ● Search engines Content: Technical articles, Guides, Open source, Conferences
  6. 6. BLOG ● 1-2 articles / week ● 2000 visits / week ● Sponsored posts
  7. 7. TUTORIALS
  8. 8. EVENTS
  9. 9. SEE AUDIENCE CONTENT CTA MEASUREMENT READ OUR BLOG
  10. 10. SEE AUDIENCE CONTENT CTA MEASUREMENT KPI: Number of visitors on company blog Post engagements Event attendance, new attendees.
  11. 11. THINK AUDIENCE CONTENT CTA MEASUREMENT All JS engineers in Netherlands with some interest in your company Targeting: ● FB - Page engagement ● URL visits (retargeting) ● Event guest list ● Subscription list (newsletter) Content: Company insights, projects, people, culture, employee reviews.
  12. 12. NEWSLETTER ● Engineering - Product - Design ● New issue 1x per week ● 6.500 subscribers ● 15% applicants
  13. 13. NEWSLETTER - HACKS
  14. 14. CHATBOT ● 232 interactions / Q1 ● Automation: 70% ● Conversion rate: 7%
  15. 15. THINK AUDIENCE CONTENT CTA MEASUREMENT ATTEND Let’s stay in touch Get job updates
  16. 16. THINK AUDIENCE CONTENT CTA MEASUREMENT KPI: ● Newsletter subscribers ● Newsletter open rate and CTR ● Post engagements ● Event attendance ● Chatbot interactions
  17. 17. DO AUDIENCE CONTENT CTA MEASUREMENT All JS engineers in Netherlands interested in your company and ready to apply Targeting: ● Facebook page engagement ● Web visits ● Newsletter subscribers Hiring process, benefits, vacancies
  18. 18. DISPLAY ADVERTISING
  19. 19. DO AUDIENCE CONTENT CTA MEASUREMENT BOOK A MEETING SHOW ME ALL JOBS KPI: ● Number of applications ● Conversion ratio
  20. 20. OK, but does it work?
  21. 21. ADVERTISING - COST COMPARISON CTR: 1% CPC: 0.3 € CTR: 20% Cost of CV: 10 € CTR: 0.02% Cost of CV: 500 €
  22. 22. NEWSLETTER SUBSCRIPTION 60 new subscriptions per month 16% of subscribers apply for a job
  23. 23. EMAIL SEQUENCES 1st email: ● Projects ● Stack ● Know-how 2nd email: ● Insights ● Recr. process ● Application
  24. 24. CONTENT ● 17k visitors in 6 months ● 35% of all blog visits ● Extremely high organic search
  25. 25. SEE - THINK - DO without great content is useless
  26. 26. Create content around intent.
  27. 27. Apply the framework to everything you do.
  28. 28. Thank you

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