Building Talent Communities through Content Recruiting
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Transcript of Building Talent Communities through Content Recruiting
www.joelcapperella.com
BUILDING TALENT COMMUNITIES THROUGH CONTENT RECRUITING
WHY: COMPLEXITIES OF THE PROCESS1OBJECTIVE: EXPAND OUR OWN POOL2CONCEPT: RADICAL THOUGHT DEPARTURE3VALUE: EXPECTED BENFITS 4HOW: CREATING AN EDITORIAL RECRUITING PROCESS6WHO: RPO / IN-HOUSE RECRUITING CHECK LIST7
WHY: COMPLEXITIES OF THE PROCESS
JOB BOARDS
BIG ERP
Onboarding Review Sites
Video RecruitingSocial Recruiting
LinkedInApplicant database
Applicant tracking Search Engine
Marketing
Resume ParsingAutomated Job
distribution
More Job boards
MOBILE RECRUIT
ING
MOBILE RECRUITI
NG
EASY FOR US
EASY FOR THEM
OBJECTIVE: EXPAND OUR OWN POOL
EARNED CANDIDATES
BOUGHT CANDIDATES
80%
20%
WHEREWE ARE
EARNED CANDIDATES
BOUGHT CANDIDATES
20%
80%
WHEREWE
NEED TO BE
CONCEPT: RADICAL THOUGHT DEPARTURE
RECRUITERS
LESS IMPERSONAL AUTOMATION MORE COMMIUNITY DEVELOPMENTMARKETING MINDSETBRAND CHAMPIONSVALUES AMBASSADORS
INBOUND RECRUITING
DIFFERENTIATING PROCESS
VALUE: EXPECTED BENFITS
LOWER COST OF
ACQUISITION
IMPROVED EMPLOYMENT BRAND
GREATERFLEXIBILIT
Y
ELEVATEDINDUSTRYREPUTATIO
N
IMPROVEDRETENTION
RATES
HOW: CREATING AN EDITORIAL RECRUITING PROCESS
WWW.JOELCAPPERELLA.COM/GARY-VAYNERCHUK
A GOOD PLACE TO START
ART
driving
SCIENCE
THE REAL AND
EMOTIONAL CAREER
JOURNEY
Plot PitchStory ArcsImagination PrioritiesEpisodes Q&MPromo OpsProduction Schedule
123456
ASSUMPTIONS
PERSONASMESSAGINGBUYING BEHAVIORSALES CYCLE
The major dramatic themes of your offerings
SIMPLY STATED.
Plot
Pitch
Plot
PitchEXAMPLE: The Rise of the Anti-Hero
Tony Sorprano is. . .
Plot Pitch A
SUBURBAN WIDOW
1
Tony Sorprano is. . .
Plot Pitch A
SUBURBAN WIDOW
A 60s AD
EXECUTIVE
1
Tony Sorprano is. . .
Plot Pitch A
SUBURBAN WIDOW
A 60s AD
EXECUTIVE
1
SPEAKER OF THE HOUSE
Tony Sorprano is. . .
Plot Pitch A
SUBURBAN WIDOW
A 60s AD
EXECUTIVE
A CHEMISTRY TEACHER
1
SPEAKER OF THE HOUSE
Employment with us. . .
MAKES THE DIFFERENCE
Plot
Pitch
Employment with us. . .
MAKES THE DIFFERENCE
Plot
Pitch
THE COMPLETE STORY OF
EMPLOYMENT WITH YOUR
COMPANY
The EPISODES in the drama nestled in the narrative of
the plot.
Story Arc
http://joelcapperella.com/leading-matters-24-patti-sanchez-duarte/
Illuminate: Ignite Change Through Speeches, Stories, Ceremonies, and Symbols
Story Arc
EXAMPLE: Seasonal pace with details unfolding in episodes
Decreasing operating expenses
helps save lives
Episode: Surprising places to decrease cost Episode: Cost reduction invested makes difference
Story Arc
Story Arc
Improved use of technology
Helps engage the workforce
Episode: Impact of tech frustration on employeesEpisode: Turning frustration into opportunity this way
All creative options for
supporting and extending the
narrative.
Imagination Priorities
Imagination Priorities
Distribution
Merchandise
Faux Reality
Talk Show
EXAMPLE: Multiple content channels add color and life to the story.
Improved use of technology
helps engage the workforce
Blog Posts eBook
Earned Media
Customers
Research
Webinar
Imagination Priorities
Schedule major and minor
episodes by QUARTER AND
MONTH.
Episodes Q&M
Episodes Q&MBIG IDEA FOR THE QUARTER:Technology shortcomings that frustrate
employees the most
Episode: Impact of tech frustration on employees
Episode: Turning frustration into opportunity this way
Episode: These customers turned frustration into engagement
Opportunities to PROMOTE the
narrative.
Promo Ops
Promo OpsMap the quarterly and monthly topics and stories to industry events and aligned earned media opportunities.
EXAMPLEBREAKING
INTO GAMING
WHO: RPO / IN-HOUSE RECRUITING CHECK LIST
TECHNOLOGY MASTERMINDS
ENVIABLE SOCIAL MEDIA
1 MINUTE ATS
CREATIVE SOURCING
EMPLOYMENT BRAND SNOBS
QUALITY OVER QUANTITY
TECHNOLOGY MASTERMINDSENVIABLE SOCIAL MEDIA1 MINUTE ATSCREATIVE SOURCINGEMPLOYMENT BRAND SNOBSQUALITY OVER QUANTITY
THANK YOU