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The Candidate Journey Isn’t Linear:
How to Craft Content
Accordingly
Webinar Tips for Attendees
● Audio is streaming over the web.
● Please make sure your speakers are turned on
and turned up...
#recruitingcontent
Speakers
Elyse Mayer
Director of Content
SmashFly
Lauren McNiff
Sr. Marketing Programs Manager
Glassdoor
Let’s start with a reality check
Content… Is… Everything
#hashtag
The Recruiting Funnel
The Candidate Journey
The funnel dictates the message
The journey dictates the channels
Content, Stage by Stage
AWARENESS: Aha Stage
AWARENESS:Aha Stage
86% of Glassdoor users are either
actively looking for a job or would
consider a better opportunity
So...
AWARENESS: Aha
Stage
Goals of Content:
• Expand reach
• Optimize exposure
• Get attention
AWARENESS: Aha Stage
People want to know:
• Who are you as a company?
• What is your industry/product/service?
• What do y...
AWARENESS: Aha Stage
To create or curate:
• Show thought leadership with industry trends & stats
• Company-specific news s...
AWARENESS: Aha Stage
CONSIDERATION: Game Changer Stage
CONSIDERATION: Game Changer Stage
69% of job seekers would not
take a job for a company with a
bad reputation, even if the...
CONSIDERATION: Game Changer Stage
People want to know:
• What type of people work at your company?
• What projects are the...
CONSIDERATION: Game Changer Stage
To create or curate:
• Employee stories
• Project highlights
• Company or employee award...
CONSIDERATION: Game Changer Stage
CONSIDERATION: Game Changer Stage
INTEREST: Nurture Stage
INTEREST: Nurture Stage
People want to know:
• What does a career look like at your company?
• What are you doing specific...
INTEREST: Nurture Stage
To create or curate:
• Visuals/infographics that show employee growth
• Interactive chats or Q&As ...
INTEREST: Nurture Stage
INTEREST: Nurture Stage
INTEREST: Nurture Stage
APPLICATION: I’m Ready! Stage
APPLICATION: I’m Ready! Stage
People want to know:
• How well does this role match my experience
and career interests/goal...
APPLICATION: I’m Ready! Stage
To create or curate:
• Standardized, dynamic job description
• Positive reviews and response...
APPLICATION: I’m Ready! Stage
APPLICATION: I’m Ready! Stage
SELECTION: Finding Fit Stage
SELECTION: Finding Fit Stage
93% of employees/job seekers say it’s
important to be thoughtful and informed
about all aspec...
SELECTION: Finding Fit Stage
People want to know:
• Whom will I interview with and when?
• When can I expect feedback?
• W...
SELECTION: Finding Fit Stage
To create or curate:
• Interviewee reviews/tips on Glassdoor
• Interview prep sheet
• Follow-...
SELECTION: Finding Fit Stage
HIRE & ONBOARDING
HIRE & ONBOARDING
People want to know:
• How much training will I have?
• Where do I get benefits, vacations, perks, welln...
HIRE & ONBOARDING
To create or curate:
• Welcome packet
• Checklists/FAQs
• Orientation to benefits, procedures, and emplo...
HIRE & ONBOARDING
Go forth and conquer
content!
Q & A
The Candidate Journey Isn't Linear: How to Craft Content Accordingly
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The Candidate Journey Isn't Linear: How to Craft Content Accordingly

  1. 1. The Candidate Journey Isn’t Linear: How to Craft Content Accordingly
  2. 2. Webinar Tips for Attendees ● Audio is streaming over the web. ● Please make sure your speakers are turned on and turned up. ● All lines are muted to avoid background noise. ● Please submit questions using the Q&A tab in the lower left corner of your window.
  3. 3. #recruitingcontent
  4. 4. Speakers Elyse Mayer Director of Content SmashFly Lauren McNiff Sr. Marketing Programs Manager Glassdoor
  5. 5. Let’s start with a reality check
  6. 6. Content… Is… Everything #hashtag
  7. 7. The Recruiting Funnel
  8. 8. The Candidate Journey
  9. 9. The funnel dictates the message The journey dictates the channels
  10. 10. Content, Stage by Stage
  11. 11. AWARENESS: Aha Stage
  12. 12. AWARENESS:Aha Stage 86% of Glassdoor users are either actively looking for a job or would consider a better opportunity Source: Glassdoor.com U.S. Site Survey, August 2016
  13. 13. AWARENESS: Aha Stage Goals of Content: • Expand reach • Optimize exposure • Get attention
  14. 14. AWARENESS: Aha Stage People want to know: • Who are you as a company? • What is your industry/product/service? • What do you do to make lives better – or, what is your purpose? • What are the current “hot topics” or “top issues” facing your company? • What’s in it for me?
  15. 15. AWARENESS: Aha Stage To create or curate: • Show thought leadership with industry trends & stats • Company-specific news stories or press releases • Awards or lists, like Glassdoor’s Best Places to Work • Best practices, tips, advice for candidates looking to improve their skills • Social campaigns/hashtags/images
  16. 16. AWARENESS: Aha Stage
  17. 17. CONSIDERATION: Game Changer Stage
  18. 18. CONSIDERATION: Game Changer Stage 69% of job seekers would not take a job for a company with a bad reputation, even if they were unemployed. Source: 1 Corporate Responsibility Magazine / Allegis Group Services Study, August 2012
  19. 19. CONSIDERATION: Game Changer Stage People want to know: • What type of people work at your company? • What projects are they working on? • Who are your primary competitors? Major customers? • What does your company do within the community? • What are the company’s values? What do they stand for?
  20. 20. CONSIDERATION: Game Changer Stage To create or curate: • Employee stories • Project highlights • Company or employee awards & recognition • Company careers blogs • Philanthropy or company initiatives & events • Quizzes or checklists about switching careers/industries • Infographics/stats related to industry or company initiatives
  21. 21. CONSIDERATION: Game Changer Stage
  22. 22. CONSIDERATION: Game Changer Stage
  23. 23. INTEREST: Nurture Stage
  24. 24. INTEREST: Nurture Stage People want to know: • What does a career look like at your company? • What are you doing specifically within my field/discipline? • What projects will I work on? How will I grow? • What is your company culture really like, and what are employees saying about you? • What jobs are open that fit my background and experience?
  25. 25. INTEREST: Nurture Stage To create or curate: • Visuals/infographics that show employee growth • Interactive chats or Q&As with employees • Monthly newsletter • Meet & Greet events • Employee videos & personal stories • CEO speeches or leadership keynotes • Job family/department-specific landing pages • Personalized job alerts • Third-party employee reviews
  26. 26. INTEREST: Nurture Stage
  27. 27. INTEREST: Nurture Stage
  28. 28. INTEREST: Nurture Stage
  29. 29. APPLICATION: I’m Ready! Stage
  30. 30. APPLICATION: I’m Ready! Stage People want to know: • How well does this role match my experience and career interests/goals? • How can I stand out from other applicants? • What is your hiring process like? • Does this culture really match my values? • How do the benefits/salary compare to other positions I’m applying for?
  31. 31. APPLICATION: I’m Ready! Stage To create or curate: • Standardized, dynamic job description • Positive reviews and responses • Culture and benefits descriptions • Careers blogs from employees or recent hires • Recruiter profiles • Candidate resources and/or dedicated page on career site • Specific expectations via recruiter tips or emails • Interview resources and best practices
  32. 32. APPLICATION: I’m Ready! Stage
  33. 33. APPLICATION: I’m Ready! Stage
  34. 34. SELECTION: Finding Fit Stage
  35. 35. SELECTION: Finding Fit Stage 93% of employees/job seekers say it’s important to be thoughtful and informed about all aspects of a company (e.g., culture, values, mission, businessmodel, future plans, pros and consabout the workplace) prior to accepting a job offer. Source: Glassdoor Harris Poll, April 2017
  36. 36. SELECTION: Finding Fit Stage People want to know: • Whom will I interview with and when? • When can I expect feedback? • Will I enjoy the physical environment? • Will I work well with the manager and team? • Will I be able to make my best contribution and grow here? • Does the salary offered meet expectations?
  37. 37. SELECTION: Finding Fit Stage To create or curate: • Interviewee reviews/tips on Glassdoor • Interview prep sheet • Follow-up timeline of final selection • Unique, personable offer email • Candidate info sheet with transportation information, benefits, etc. • Invite for Glassdoor interview reviews at end of process • Thank you notes for non-hired candidates • Talent network invitation for silver medalists
  38. 38. SELECTION: Finding Fit Stage
  39. 39. HIRE & ONBOARDING
  40. 40. HIRE & ONBOARDING People want to know: • How much training will I have? • Where do I get benefits, vacations, perks, wellness information? • What activities can I get involved in? • Who do I look to for support of questions? • How can I share my experience of working here? How do I give feedback?
  41. 41. HIRE & ONBOARDING To create or curate: • Welcome packet • Checklists/FAQs • Orientation to benefits, procedures, and employee activities • Examples/stories of how feedback is put into practice • Celebrations of cultural traditions, company/team milestones • Requests for Glassdoor reviews at milestones • Social media policies and hashtags to follow • Connection list: team members to talk to first
  42. 42. HIRE & ONBOARDING
  43. 43. Go forth and conquer content!
  44. 44. Q & A
  • carllson

    Jan. 18, 2018
  • VladyslavaKryvenkova

    Oct. 19, 2017
  • TannenEllisGrahamHRE

    Aug. 30, 2017

Attract right-fit people with content that’s personalized and transparent.

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