FEBRUARY 2020HR TECH OUTLOOK9and made relevant by the local accents. We started getting the attention of our candidates, encouraged our people to advocate the brand and within a couple of years we came top employer in many of our markets.Fast forward to 2019, brand advocacy from our own people is still the secret weapon. Candidates spend more time checking employees profiles on and content on social media than then they spend browsing through career websites. People spend a LOT of time on social media which has now become the first choice for job seeking as well. According to a study by Mediakix, the average person will spend more than five years of the lives on social media. If this is where the conversations with current and potential employees have moved, employer brand have to hone digital marketing skills (SEO, analytics, targeting, influencer marketing). In addition, some very cool technologies have emerged that enable us to amplify the message and, at the same time, to increase the level of relevance. Here is my top 3 solutions for anyone who is looking to insource the EVP work:1. Google analyticsyou do not have to be a data scientist to understand how candidates engage with your careers website. GA is free and quite easy to plug in. It will help you understand the funnel from the first visit to the conversion to application, how optimal the UI of the website is and where traffic is coming from enabling you to measure the ROI of social media campaigns. I love the heatmap that shows you where on the webpage people click the mostmake sure you put your hot jobs or key messages right there. GA is a brilliant tool to measure ROI, the holy grail: think of click through rate from social media interaction, to application and ultimately cost per hire.2. Content is king, you heard that saying from marketers. Compared to outbound tactics, content marketing costs 62 percent less but generates 3x as many leads. The EVP tech stack has made huge strides forward since 2014 when I was improvising. Papirflyyour own little content factory, a portal where you can store your templates (logo, layout, brand tag line) so that teams around the world can add their own images and create "compliant" assets at a fraction of the time and cost. It is like having an in house3. If you want story telling at its best, tell it with film. We measured how our content is doing and was not surprised to see that candidates engage with (good) video six times more than they do with photos. Seenit, an award winning start up founded by Emily Forbes, enables brands to turn fans, employers and influencers into their own mobile film crew. You can share a script or a projectthink a day in the life, or a campus recruitment event happening at multiple locations- to help guide the crew to the most relevant footage, while a live feed showcases the based videos. The competitive spirit and peer pressure kicks in and magic happens. We have almost replaced our entire video producting by SeenIt content due to its authenticity but also speed to market (saving 1-2 days per project) and significant cost savings (vs polished agency content).A word of warning though: do not assume that the job is done once you know your analytics and plug in these cool tech solutions. Your key role as the EVP guru within the organization is to unleash the power of brand advocacy. Your people make the brand: the stories they share in the pub after work, the experience line managers give candidates during the daunting recruitment and selection cycle, the conversations by the water cooler. Combine human with tech and you have got your formula. According to a study by Mediakix, the average person will spend more than five years of the lives on social media
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