The document discusses the CEAs, an award program that recognizes outstanding recruitment advertising and marketing. It describes how entries are judged by a panel of creative and HR professionals based on criteria for each category. Judges score entries independently and anonymously. The second part profiles Todd Raphael and Jody Ordioni, who will be presenting on trends in hiring, demographics, social media, mobile, and more. It outlines Brandemix's capabilities in areas like branding, advertising, social media, and employer branding.

1. 1

2. About The CEA’s
The CEAs are an award program designed to recognize outstanding
achievement in recruitment advertising and marketing. Each year recruitment
ad agencies and corporate recruiting departments from around the world enter
their best creative advertising campaigns to be judged by marketing and human
resource professionals. Any recruitment ad published between June 1, 2012
and May 31, 2013 that fits the category/subcategory criteria.
Each entry is judged by a panel of the finest creative and professional talent
from across the country. Each judge independently scores an entry based upon
specific criteria for the category. The automated entry system tallies and
averages the scores to select the winner in each category. Judges do not know
who submitted the entries they are judging.
2

3. About Our Presenters
Todd Raphael
ERE
Jody Ordioni
Brandemix
Very widely quoted and interviewed on recruiting/
employment/job market issues in media, including
radio (AM radio in Boston, for example), newspapers
(quoted in the Wall Street Journal), websites (quoted
in TheStreet.com), Time, MediaWeek, Men's Health,
about 40 weekly business journals, the Tribune and
its syndicates, Media Business, NYPost, and more.
Jody is a brand planner and has spent more than 15
years in senior leadership positions within wellestablished advertising agencies such as J. Walter
Thompson and Omnicom, consulting with major
organizations seeking to build and promote
successful brands. She has a passion for the latest
trends in technology and marketing and has spent her
career developing and implementing programs that
make the most effective use of both. In her role as
President of Brandemix, Jody leads the firm in
creating brand-aligned programs that connect people
to missions, cultures and business success.
Regular sought after for advice by Wall Street Journal
and other reporters, as well as by human resources/
recruiting leaders.
3

4. Follow Todd
Follow Jody
Twitter.com/ToddRaphael
Facebook.com/eremedia
Facebook.com/brandemix
LinkedIn.com/in/toddraphael
LinkedIn.com/in/jodyordioni
todd@ere.net
4
Twitter.com/brandemix
branding@brandemix.com

5. 2014 Hiring Trends
• Layoffs are at their lowest level since 2001
• More employees quit their jobs in October than in any other month
since the recession of 2007 to 2009
• Hiring Is Heating Up
• 55% of hiring managers and recruiters plan to hire more professionals in the first half of 2014
than they did in the second half of 2013 - a jump of 9% from the same period one year ago and
the highest level on record since Dice Holdings first posed the hiring question in
mid-2010.
Dice.com
5

6. Demographic Trends
• This year, 1/5 of the workforce is 55+ years old.
• The mass exodus of baby boomers is
expected to continue until 2020.
Bureau of Labor Statistics
6

7. Other 2014 Trends
• Recruiting will look more and more like marketing as employer branding
emerges as the only long-term recruiting strategy
• The mobile platform continues to be a critical tool
• A metric-driven employee referral program becomes the dominant
hiring source
• Boomerangs become a primary target once again
• Predictive metrics and the use of big data move from interesting to essential
John Sullivan, Melissa Bailey ERE
7

8. Other 2014 Trends
• Facebook becoming more accepted as a recruiting source
• “Apply with LinkedIn” becoming more accepted, or LinkedIn
in lieu of a resume
• Employee referrals and social media melding
• Idea of college changing and thus college recruitment marketing
• Individuals gaining power from companies on social media
8

9. Social
Jobvite 2012 Social Job Seeker Survey
9

10. Social
Jobvite 2012 Social Job Seeker Survey
10

11. Social
Jobvite 2012 Social Job Seeker Survey
11

12. Why Go Social
Between Facebook, Twitter, mobile recruiting, text messages, and QR
codes, UPS used social media to hire almost 3,000 people in 2011,
bringing their cost-per-hire down from $1,000 to $60-$70.
ERE
12

13. Mobile
70%
of job-seekers have searched for
a job on a mobile device.
32%
have applied to a job on a mobile device.
72%
want to receive career opportunity
information on their mobile device.
Simply Hired 2013 Mobile Recruiting Outlook
13

14. Mobile
Glassdoor Mobile Job Search Survey, 2013
14

15. Mobile
In 2012, McDonald’s mobile recruiting site had 30 million visits and two
million applications, about 10% of the total number of applications.
Neither the job-seeker nor the manager has to type answers from a
piece of paper into a computer.
Wall Street Journal: How Your Smartphone Could Get You a Job
15

16. Why Go Mobile?
DESKTOP vs. MOBILE SEARCH Volume
16

17. Why Go Mobile?
COLLEGE STUDENT Smartphone Use
17

18. Mobile
• 38 Million Facebook users visit only on their mobile device
• Mobile is 20% of all ecommerce traffic and 11% of e-commerce sales
• Smart phones, tablets, phablets
• The digital day is 18/7
18

19. Media: Digital ¼ of ad spend
Google, NAA, PIB
19

20. Media: YouTube is bigger than AMC
• ITunes and Netflix dwarf AMC
News Reports, Company Filings
20

21. “I hate Facebook. It's just so boring.”
Teen panelist at Ignition 2013 (now an Instagram user)
“I used to scroll down Facebook and read every single status.
Now I just love Vine.”
Teen panelist at Ignition 2013
21

22. Award Observations
• Augmented reality
• Website redesigns on the rise
• Ford employees as cars – People are front and center
• Multi-media integration – animated GIF’s – 16 entries and more from global
• Copy is still a second-class citizen: Engineer the Future
• Research doesn’t coincide with creative originality
• Transparency
• Global not necessarily ahead
22

23. Award Observations
• Behavioral targeting
• Contextual advertising
• Job boards aren’t dead
• 100,000 recruitment websites worldwide
• Gamification
• Social integration
23

24. 24

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. 31

32. 32

33. 33

34. 34

35. Brandemix Capabilities
BRANDING
Brand Research
Research Analysis
Brand Architecture
Brand Positioning
•
•
•
•
Value Proposition
Brand Activation
Identity Design
Brand Standard
ADVERTISING, MARKETING & PR
•
•
•
•
Market Research
Strategy Development
Creative Development
Message Testing
•
•
•
•
Ad Campaign Development
Media Planning, Buying & Placement
Media Relations
Event Marketing & Management
CORPORATE COMMUNICATIONS
•
•
•
•
•
•
Benefit Communications
Corporate Identity/Naming
Change Management
Corporate Social Responsibility
E-Learning
Internal Communications
•
•
•
•
•
Investor Relations
Presentations
Training Materials
Training Videos
Wellness Programs
DIGITAL & INTERACTIVE
•
•
•
•
•
App Development
Augmented Reality
Content Management Systems
E-commerce
Interactive Communications
•
•
•
•
•
Mobile Marketing
SEO/SEM/PPC
Sweepstakes
Videos
Website Development
SOCIAL MEDIA MARKETING
•
•
•
•
Content Management
Fan Page Design
Videos
Contests
• Analytics
• Reputation Management
• Training
EMPLOYER BRANDING
•
•
•
•
•
Employer Brand Research
Employer Research Analysis
Employer Brand Architecture
Employer Brand Positioning
Employer Value Proposition
•
•
•
•
RECRUITMENT ADVERTISING
35
•
•
•
•
• College Recruiting
• Diversity Recruitment
• Employee Referral Programs
Employer Brand Activation
Employee Engagement
Onboarding Programs
Career Sites
• Recruitment Videos
• Media Planning & Placement