Truly engaging recruiter content: The importance of humor & heart | Talent Connect 2017
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This session will delve into the science behind the two key elements of content that will really engage your audience -- Humor and Heart. You’ll walk away with an understanding of what works and what doesn’t work, as well as lots of data, psychological research and examples to show you how to truly engage with the candidates and audience you want. If you’re looking to not suck at your online content and stand out in a meaningful way to candidates, this session is for you
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Truly engaging recruiter content: The importance of humor & heart | Talent Connect 2017
- 2. Truly Engaging Content: The Importance of Humor & Heart Ed Nathanson Founder, Red Pill Talent
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- 7. Holy Shnikeys! • Over 76% of candidates surveyed said the would like to know more about a recruiter before they decide to apply for an open position *WorkItDaily survey of over 1,000,000 candidates 2016
- 8. Why? (And what do they want to know about you?) • Track record as a recruiter • Age, Nationality • Recruiter career history • Gender • Education • Get a leg-up on the hiring process • Get an “inside view” of the company • Determine a way to “stand out” • See if the recruiter is qualified to recruit for their skillset • Background with the company
- 9. But Recruiters are Salespeople, damnit! • with more than 5000 LinkedIn connections meet or surpass quota (Sales Benchmark Index) • using social media perform better than their peers (Forbes) • Cold calling only has a 2.5% success rate (Keller Research Center) 98%Of Sales People 78%Of Sales People 2.5%Cold Calls
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- 13. • fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). • Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. • Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales. • Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes. Source: “Inside the Consumer Mind” by Peter Noel Murray, PhD. c/o Psychology Today Photo credit: DARPA
- 17. And top 2016….. *2016 ListenFirst Media
- 18. Top Tweets of All Time *Time Magazine 2017
- 19. Your social activity matters (and frankly most of us truly suck at it)
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- 21. 21
- 25. 25
- 37. “If you understand your audience and know how to engage them with content they will actually give a crap about, you will not suck” E D N AT H A N S O N , R I G H T N O W
- 38. Thank you
Notes de l'éditeur
- This was my most engaged Instagram post
- We live in a sea of spam messaging from our industry – stale old ways that do not engage nor build or audiences but instead scare them off or even worse incite anger or disgust with our profession
- Tourist Moroccan Market analogy – also ravenous, faceless indistinguishable zombies clamoring for the same piece of flesh
- What gets through the noise is people – feeling like you know the person, understanding or relating to them, and without an agenda. This works in sales and it works in content and recruiting
- Develop a Vulcan mind meld with your audience. Talk about how giving them what they want, in a non “taker” fashion without clear agendas, will drive greater engagement with them and their companies. They are looking at you, and in an age of too much content, what stands out is one of two paths (within the context of knowing who and what you want to attract)
- Looking at my content on Twitter this past year – this was one of my highest engaged tweets. Got me thinking and doing some research on this topic that I have since taken to my clients and seen great results.
- Humor or Heart – been thinking about this for years now, an I always watch my analytics and performances on my content. Even before my business I started to notice patterns, not just with my content, but popular content in general. Humor or Heart is what engages us as humans – since the dawn of ancient times these emotions will always illicit greater reaction from us Heart doesn’t mean sad – it means some sort of emotional connection – inspired, moving, happy, etc.
- Science behind this
- This video went viral because it touched both aspects – funny and somewhat inspirational too
- No surprise, looking at this list – sense a theme?
- Unfortunately, we as an industry are “takers” – agenda driven social posts and content that a)ignore our audiences and our goals in interacting with them and b) are just plain uninteresting, spammy or tone deaf
- Candidate shaming is never a good look (especially when this is WHO you want to engage with – but look at how it blew up on this person!!!
- A day in the feeds – all garbage and offering nothing to the consumer of your content – no compelling reasons to engage and devoid of any sense of humanity
- I started to look at my own content – my most ngaged blog post was non-business – about my experience at summer camp. This was referenced by clients and prospective clients more than I can count
- Clients doing it right – emotional and inspirational and NOTHING about “hiring!”
- HUMOR
- HUMOR
- Heart – SAME COMPANY
- Heart – SAME COMPANY
- One of the most watched recruiting videos ever - HEART
- One of the most watched recruiting videos ever - HEART