Dave Hazlehurst presentation - 4 June 2015
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Presentation from 4th June In House Recruitment Summit with UK Recruiter
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Dave Hazlehurst presentation - 4 June 2015
- 2. @googledave
- 3. Be genuine, Be sincere, Be authentic
- 4. We believe in challenging the status quo and doing things differently Apple - WHY? Our Products are beautifully designed and easy to use Apple - HOW? We make Great Computers etc Apple - WHAT?
- 5. @googledave
- 6. @googledave
- 7. @googledave
- 11. @googledave
- 12. @googledave
- 13. @googledave
- 20. @googledave
- 21. Persona has a problem but is not aware of the solution SEE Has a problem and is researching the solutions THINK Aware of your solution, convince them! DO They’re a customer encourage to buy and share more DELIGHT
- 22. 1. Industry Pain Points 2. Common Customer Q’s 3. Trending Industry Topics 4. Brand Stories 5. Research & Analysis 6. Outside of industry into your world 7. Industry News & Trends
- 23. @googledave
- 24. @googledave
- 26. @googledave
- 30. @googledave
- 35. No, they really do care about this stuff!
- 43. @googledave
Notas del editor
- By show of hands who’s in the audience. B2B or B2C. agency, brand? SME or Corporate. 2 things I’m afraid of. 1. Our audience is getting harder to reach. prove it with what’s happened over last 10 years. Email, Groupon, 2. Our competition is going to be horribly harder to beat. me / FACE + 14 year old kids & their ROI (boobs and hearts). I grew up changing the VHS digital clock for my dad, these kids are growing up ready to put us out of business.
- By understanding the personas and people we want to connect join and influence the conversation going on in your audiences hearts and minds Identify the emotional drivers you candidates feel and experience; and put them into your stories, helping you connect through the power of personality humanise and bring emotion into you marketing and your people propositions.... Share genuine, real stories - bring authenticity into your brand be genuine, be sincere, be authentic…. People love what you do and how you make them feel; you benefit from the greatest marketing channel of them all ... Word of mouth… People may forget what you said or did… But the won’t forget how you made them feel….
- Simon Sinek Start with why…. Based on human biology and chemistry Why – emotion – limbic part of the brain What – rational – neo cortex Apple v the Competition, other computer companies Inside out selling Uncover your why…. Ask you people… why do you work here… simple question Look out for answers that include ‘feel’ … I feel you help me….
- Social media – image it’s just like going to the pub So amny channels, where do you focus… think about it for a second. TV channels – different audiences – same in social So think about where your target candidates go for a pint on pay day! Step in to the room… and there are even tools that allow you to listen in on the conversations What are they talking about? What conversations? Who is the most interesting person in the room, If its not you, aim to make friends with those that are… This is social listening or social ‘evesdropping’
- And once you know what pubs the hangout it time romance them a little – want to make friends and get a date Lets not forget this can take time… in the real world we are choosing what pubs to hangout in… Me and Bry story – legal sector And we where nice! We didn’t talk about what we did – we showed interest in the people we spoke to first Good conversationalist listens most of the time because then they know what to say… We romanced them a little… we got to know, we played the dating game… Think about human behaviour – this is about how we make friends with people, not technology All we did was get to know people, look for opportunities to help them Social media isn’t about hits its about real live relationships and connections
- NEED TO THINK OF EXAMPLES OF QUESTIONS ON CANDIDATES MINDS AND THEN NEXT SLIDE TO SHOW SOME QUERIES THEY HAVE USE A FEEDABCK LOOP TO FIND OUT – THEN CREATE THE CONTENT
- ARM cyber man story Number 1 cyber security guy in europe… No series of blogs, webinars, speaking engagements And it all started with a RT and a twitter friendship…
- Identify influencers – think about those that influencer your target persona’s Charlotte Caldwell Story Recruitment, In-house – we decided to target Employment law partners… Explain why… Tell story of how how…
- In marketing with have buying funnels or This a funnel shows the ‘considerations stages’ people go through See, think, Do, Delight See – persona has a problem, but not are of the solution Think – Has a problem and is researching thinking about the possible solutions First to stages are often where your target persona’s are asking questions, seeking answers, in research mode helping to qualify themselves Do – Aware of your solution, we need to convince them to do it Delight – there you customer – so you’ve got them – convince them to do more What's interesting for the talent acquisition world – passive candidates are at the see stage and the delight stage – delight is your twilight zone A shelf full of ken and barbies just dying to be taken of the shelf!
- Content is the currency of influence Through research here is he ‘Magnificent seven’ themes of content proven to help you connect with your audience 1: Industry pain points: challenge facing the industry, provide case studies on who you or your people overcame them 2: Common questions: Ask you teams, LinkedIn discussions groups (.net developers), answer the questions, resonates and positions you as an authority 3: Trending industry topics: LinkedIn discussions – trending topics by nature stir interest – add value through you and your peoples insights 4: Brand stories: Can provoke stories 5: Research & Analysis Data whispers will become new messiahs – it’s the soli where idea’s grow – create research, seek opinion from influencers (include them in your research) Salary surveys 6: Outside of industry into your world What's happening outside of your sector, best proactive and apply it your world – tell ecommerce story and how users search for jobs 7: Industry news & trends Hot news, think real-time marketing – tell insurance story
- Big content and visual or interactive assets can speak a 1000 words and Helping you entertain, inspire (emotion) ; educate and convince (rational) your persona targets. Helping them to engage with you and your brand. We need to think about what we want to achieve and how to use content assets to bring people down the see think do funnel For example, entertainment in the form of video often works well at top of funnel and see level content If we want to convince people to take action at the ‘do’ stage, further down the funnel – then case studies and reviews work well – this is where the power of social proof can be your friend – remember when you say it you are selling, when its your customers is genuine social proof This isn’t just about applying for jobs, its about engaging and sharing your content, amplifying your brand into communities of people just like themselves Helping to amplify and integrate your brand onto the mind-shelves of those you want to connect with and build your talent communities ‘Edutainment’ – entertaining and educational… those that get shared the most…
- Its been emotional….!
- Its been emotional….!
- Its been emotional….!
- Its been emotional….!