Talent marketing: Creating an authentic employment branding strategy
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Kim Jokisch of Red Hat discusses creating an effective employment branding strategy, including doing research, being consistent, differentiating yourself, and engaging ambassadors. Linda Descano of Citi discusses Citi's content marketing strategy, which includes producing various types of content to educate consumers, build trust, and drive advocacy. Citi plans content based on consumer and business inputs, produces content with agency partners, publishes on owned and partner channels, and promotes content through social media and paid/earned media to measure success metrics like reach and brand health.
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Talent marketing: Creating an authentic employment branding strategy
- 1. #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
- 2. #intalent Kim Jokisch Director, Employment Branding + Media Red Hat Talent marketing: Creating an authentic employment branding strategy
- 3. #intalent
- 4. #intalent
- 5. #intalent 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
- 6. #intalent What is a strategy?
- 8. #intalent
- 9. #intalent
- 10. Be consistent.
- 11. #intalent
- 13. #intalent
- 16. #intalent from under to over
- 18. #intalent Best Enterprise Software Companies to Work for Best Places to Work The 25 Best Companies to Work for Best Places to Work
- 19. Do your research. Be consistent. Differentiate yourself. Engage your ambassadors.
- 20. #intalent Linda Descano, CFA® Managing Director and Head of Content Creation & Partnerships Citi INSPIRE: How to Build Connections through Content Marketing
- 21. #intalent • My role at Citi • How content can help brands build advocacy and trust • How Citi approaches content marketing • How we measure success Overview
- 23. #intalent What Type of Content Do We Produce? Videos" Social media" Content" Blog posts" Articles" SlideShare Presentations Infographics
- 24. #intalent 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
- 25. #intalent Eyeballs BuyersAwareness PreferenceConsideration 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?
- 26. #intalent 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.
- 27. #intalent How Does Citi Approach Content? Plan Produce Publish Promote
- 28. #intalent How Do We Plan Our Content Calendar? Consumer Inputs Business Inputs Customer Insights Seasonal Themes Trending Topics ATL Calendar LoB/Product Launches Enterprise Tentpoles
- 29. #intalent How Do We Produce Content? 2. Develop content 1. Brief agency partners 3. Obtain business and legal approval 4. Finalize content calendar
- 30. #intalent 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 LinkedIn SlideShare Yahoo! Finance Network Content-Sharing Partnerships Influencer Blogs
- 31. #intalent Publishing: Citi “Owned” Channels
- 32. #intalent Publishing: Media Partners Native Advertising Hub
- 34. #intalent 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
- 37. #intalent Reach and Amplification Consumer Brand Health and Customer NPS Employer Brand Health Engagement Total Reach (Impressions) Paid Reach Amplification (“Earned” Reach) 8 Clicks LikesC Comments? 4 Shares How Do We Measure Success?
- 38. #intalent 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.
- 39. #intalent 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