HelpMarketing means actively supporting the people we need before they know they need us. Tonic will look at the way in which Kevin Green, REC “Adapting to collaborating in 21st Century” Looking at what good practice looks like when working together with recruitment agencies - Managing the risk - Building the trust restructure, transformation and change. Learn from her BIG mistake and glean some hints and tips along the way! we can take the latest marketing thinking and apply that to talent acquisition. - The art of building community - Why power has shifted irrevocably to candidates - Being useful means better engagement, broader advocacy and a more authentic employer reputation - Useful examples

1. How being useful
will make you
more attractive

2. Power Shift
Context
HelpMarketing

3. Recruitment
used to
be easy

4. Your products
and services
Your
corporate
brand
Your
employment
message

5. Generations
of recruitment

6. Community
is the new source
of talent

7. Conversation means a mindset shift
Audience
Community
Who is our community?
Message
Experience
Where do they hang out?
What value can we add?
Target
Invite
Media plan
Interest
plan
Penetrate
Collaborate
What should our content be?
How will people get involved?
What will make it ongoing?
How will we measure success?

8. We need to think like marketers.
We need to build engagement and interest.
THE ACQUISITION AND ENGAGEMENT OF TALENT
Social conversation
Strong reputation
Talent community
Brand traction
Delivery of promise
Candidate Journey
Unaware
Follow
Colleague advocacy
Participate
Advocate
Join
Engaged
champion
Reduced attrition
people plan,
Mission,
Perform
Increased productivity
Business strategy,
vision & values
Align
Commit
and
Achieve
Reduced cost to hire
Reduced time to hire
Self selection and selection process
Higher engagement
Increased profitability
Measurement

9. But how?

10. Option one
Build and they will come
Option two
Go where they are... and help

11. Option one

12. Friend of mine awareness (Jay Baer)
“Friend of mine awareness is predicated on the fact that companies are
competing against real people for the attention of other real people. To
succeed, your prospective customers must consider you a friend. And if, like
their friends, you provide them real value rather than simply offer a series of
coupons and come-ons, they will reward your company with loyalty and
advocacy, the same ways we reward our friends.”
!

14. HelpMarketing means actively
supporting the people we need
before they know they need us.

15. Jay Baer’s blueprint
Identify your customer needs
Map customer needs to useful marketing
Market your marketing
Make it a process, not a project
Keep score

16. Marketing that’s helpful
h#p://techland./me.com/2013/03/05/finally9a9billboard9that9creates9drinkable9water9out9of9thin9air/!

17. Marketing that’s really helpful
h#p://mashable.com/2013/04/30/lowes9vines/!

18. Marketing that’s helpful (& sticky)
h#p://www.phoenixchildrens.org/community/injury9preven/on9center/child9passenger9safety/car9seat9helper9app!

19. Marketing that’s helpful (& sticky 2)
h#p://www.columbia.com/iPhone9Knot9App/iPhone_App_Page9WhatKnot,default,pg.html!

20. Marketing that’s not marketing
h#ps://twi#er.com/HiltonSuggests!

21. Marketing that marketing
www.tonicthinking.com!

22. Conversion (thanks Jay)
Understand what your community needs to know
Identify your customer needs
Think about how you could help them
Map customer needs to useful marketing
Tell people where they can find help
Market your marketing
This is not a short term solution
Make it a process, not a project
Measure everything
Keep score

23. Who could you help?
Engineers working on a complex project
IT guys looking at a technical challenge
Graduates settling in to university
HR people looking at brand and reputation
CEOs looking at culture change

24. !
How can you be helpful?
@tonictweeting
Tonicthinking.com
@tomchesterton
020 7183 2556

25. www.tonic-agency.com