How To Leverage Employee Generated Content to Support Your Recruiting Efforts

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Authenticity Isn’t Easy

How to Leverage Employee-Generated Content"to Support Your Recruiting Efforts


Agenda •  Housekeeping •  Sponsor •  Speakers •  Why EGC? •  What’s the cost of failure? •  The Five P’s of ECG (How to avoid sabotaging yourself) •  Q&A


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Featured Speaker

James Ellis VP, Inbound Marketing TMP Worldwide @TheWarForTalent


Poll This is where text goes "for the poll question.

1.  Option 1

2.  Option 2

3.  Option 3

4.  Option 4


Employee-Generated Content Definition: •  Content created by employees about the company, "

to create a more authentic understanding of the job and experience

•  Better understanding of the job ultimately leads to "better fits and better candidates


Employee-Generated Content Your Boss’s Definition: •  Content someone else makes on the cheap "

that seems to work for some reason


Why EGC Works •  Authentic

•  Creates staff engagement

•  Engages prospect

•  Inexpensive (sorta)


And this means? People are desperate for authentic information "about working at your company.

And by “people” I mean the best candidates,"the ones who move the needle and become core to the business, "the ones you will take credit for hiring in two or three years.


The Cost of Failure •  EGC is a huge opportunity for "

you to tell the company’s story "in a way that more people will "see and remember.

•  But you can’t just “do it.” "You need a plan to do it right.

•  To avoid wasting all these "here are five things you need to "think about and five ways most "people end up sabotaging their "EGC projects.

Time Money Staff attention Political capital


The 5 P’s of EGC""

How to Avoid Sabotaging Your"Employee-Generated Content Campaigns


1. Platform This could be a software platform, "a system of emails, or carrier pigeons.

Without a platform, you’ll be "scrambling for the entire campaign, "trying to figure out who sent you "what and when, what’s approved "and what has been published already.


Sabotage! If you skip the up-front work, you’re doomed.

Don’t announce the campaign to anyone "until you know the goal of the campaign and "how you are going to manage the day-to-day.


2. Process Successful EGC campaigns "are always processes and "never projects.

If you treat them as projects, "they will be expensive and "not yield much useful "content.


EGC Is Expensive

EGC

Custom Content

$

# of posts


But Not for Long

EGC

Custom Content

$

# of posts


(If You Have an MBA)

EGC

Custom Content

$

# of posts


The Comms Plan •  One of the most important parts of an "

EGC campaign is the communication plan.

•  If you email staff and ask for things, what percentage "of people will respond?

•  But if their boss emails them, they always respond.

•  So the trick is to think Russian Nesting Dolls.


EGC Comms Plan Email to VP •  Why this is important "

to the company

•  Communications to "all levels

•  Complete comms plan

•  Email to Managers

Email to Manager •  Why this is important "

to the division

•  Broader scope "(time line, expectations, etc)

•  Email to Staff

Email to Staff •  Explain why this "

is important

•  Prompt

•  Questions? "Ask your manager


Sabotage! If you plan for just once instance, "you won’t have time to get traction.

People won’t take it seriously.

People won’t have time to "understand what you’re asking.

You won’t have time to get "all levels aligned.


4. Publicity You need to establish internal and external "publicity for your project in order for it "to be successful.

Doing one or the other simply isn’t enough.


Sabotage! If you forget to explain to "all the people building "content and telling stories "for you why they are doing it, "if you forget that you are "trying to make your staff the "star, people aren’t going "to care about this campaign "nearly as much as you do.


4. Prompt You’ve got their attention. "What do you do with it?


Don’t Be Boring Great and weird questions to ask people:

What does your mom think you do all day?

Describe your co-workers in five words

Take a picture of the most interesting part of the office

Describe your day in a 15-second video

Describe your boss in five words

The strangest part of the job no one ever told you about


Sabotage! No really. Don’t be boring.

Use prompts designed to tell "a human/authentic/real story, "not something your marketing "team would come up with "on a budget.


5. Publish So you’ve got content! Now what?"Spread it around!


It’s All Raw Material If you think of every photo, story, "video, audio file, slideshow and "post as raw materials instead of "finished products, you see all the "different ways to combine the materials to tell different stories.


Connect" Your Content to Jobs


The Power of Content •  Look, no one likes their job descriptions "

(with good reason).

•  But if you augment them with interesting, "authentic and descriptive content, you "can increase your conversion rate for "applicants who need more than a JD to "apply (read: your best candidates).

•  The trick is to put that content right next "to those jobs.

Unaware

Aware

Interest

Consider

Act

Content Attracts

Content Validates


Don’t Forget Your Staff If your staff is building content, "they will share it with their "networks, letting you tap into "new audiences in a way "that doesn’t require "a media buy.


Sabotage! EGC content is meant to be shared. Get it out in as many ways as you can think of.


Q & A "

You’ve got questions. We’ve got answers.


Thank You! James Ellis

@TheWarForTalent TMP Worldwide

How To Leverage Employee Generated Content to Support Your Recruiting Efforts

Recruiting & HR

Transcript of How To Leverage Employee Generated Content to Support Your Recruiting Efforts