Kim Jokisch of Red Hat discusses creating an effective employment branding strategy, including doing research, being consistent, differentiating yourself, and engaging ambassadors. Linda Descano of Citi discusses Citi's content marketing strategy, which includes producing various types of content to educate consumers, build trust, and drive advocacy. Citi plans content based on consumer and business inputs, produces content with agency partners, publishes on owned and partner channels, and promotes content through social media and paid/earned media to measure success metrics like reach and brand health.
1. #intalent
Kim Jokisch
Director, Employment Branding + Media
Red Hat
Modern Marketing & Recruitment:
Best Practices for Talent Acquisition Leaders
Linda Descano, CFA®
Managing Director and Head of Content Creation & Partnerships
Citi
5. #intalent
WHAT WE’LL DISCUSS
• Strategy 101
• Tips for creating an effective employment branding strategy
• How Red Hat’s employment brand helps us recruit top talent
21. #intalent
• My role at Citi
• How content can help brands build
advocacy and trust
• How Citi approaches content
marketing
• How we measure success
Overview
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What Type of Content Do We Produce?
Videos"
Social
media"
Content"
Blog posts"
Articles"
SlideShare
Presentations
Infographics
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Why Do We Create Content?
To educate and inform consumers with solutions
to their financial concerns
To demonstrate the value of Citi’s products and
services in a relevant, meaningful context
To provide opportunities to amplify our messaging
through social sharing and PR
To encourage positive social conversation about Citi
TO BUILD TRUST AND DRIVE ADVOCACY FOR THE CITI BRAND
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Eyeballs BuyersAwareness PreferenceConsideration Action Loyalty Eyeballs
Buyers
Contributors
Peer
reviews
Competitive
alternatives
Recommendations
from friends
User-generated
content
The Traditional Marketing “Funnel” The New Marketing Paradigm
Source: Forrester, Inc.
Why is Content Marketing Important?
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What Does This Mean for Brands?
Teach me,
don’t tell me.
Focus on my
needs, not your
products.
Put value first and
pitch second.
Be present
where I live.
Treat us as people,
not portfolios.
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How Do We Plan Our Content Calendar?
Consumer Inputs Business Inputs
Customer Insights
Seasonal Themes
Trending Topics
ATL Calendar
LoB/Product Launches
Enterprise Tentpoles
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How Do We Produce Content?
2.
Develop
content
1.
Brief
agency
partners
3.
Obtain
business
and legal
approval
4.
Finalize
content
calendar
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Where is Content Published?
Citi-Owned
Channels
Media Partners Editorial Partners
Citi Web Sites and
Blogs
Email Newsletters
Mobile Apps
Social Media
Channels
ATL Campaign
Extensions
Native Advertising
LinkedIn
SlideShare
Yahoo! Finance
Network
Content-Sharing
Partnerships
Influencer Blogs
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How Do We Promote Our Content?
Social
Activations
Influencer
Amplification
Partner
Amplification
PR Outreach
Facebook “f” Logo CMYK / .eps Facebook “f” Logo CMYK / .eps
Content
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Reach and Amplification Consumer Brand Health
and Customer NPS
Employer Brand
Health
Engagement
Total Reach
(Impressions)
Paid
Reach
Amplification
(“Earned” Reach)
8 Clicks
LikesC
Comments?
4 Shares
How Do We Measure Success?
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Key Takeaways
1. Deliver value.
2. Plan strategically, rather than in a silo.
3. Speak in a human, authentic voice.
4. Teach rather than tell.
5. Drive relationships, not transactions.
6. Contribute to conversations rather than crowd out other voices.
7. Mind your audience’s mindset.
39. #intalent
Kim Jokisch
Director, Employment Branding & Media
Red Hat
Thank you
@kimjokisch
Kim Jokisch
Linda Descano, CFA®
Managing Director and Head of Content Creation &
Partnerships
Citi
@lindadescano
Linda Descano