Recruitment Marketing

If you are not attracting quality or diverse selection of jobs seekers, your team needs to reflect on its Recruitment Marketing Strategy – how you showcase your company, its vision, your local region, the job’s challenges and your career benefits to the job seeker.

Businesses are beginning to recognize the need to have strategies for attracting and retaining quality employees.  “Good businesses” perform the functions for hiring and firing workers. “Great businesses” distinguish themselves in attracting “Class A” talent and offering a challenging and responsive work environment to develop their potential.

6-Step Plan for Social Media Mapping

Putting It All Together

For a successful social media strategy, you need to have a plan.  As the publisher, you control the power to distribute your content through social media platforms such as blogs, Facebook, YouTube and Twitter, just to name a few.  Most businesspersons are overwhelmed with all of the options and how and which to implement.  Social Media Mapping outlines the potential of each social media tool and outlines a strategy to implement them and achieve results for your business.

Step 1 – Value of Social Media

• Develop Understanding of SM and Online Community – How can you gain traction for ideas and grow your network to benefit your company?
• Determine Goals – What does your company want to accomplish with SM?
• Evaluate Social Media – Is it a good fit for your company/institution?

Step 2 – Social Media and Your Business

• Determine Organization’s Changes to Adopt Social media
• Demonstrate Value Added – How will you gain support for this new, often misunderstood initiative within your company?
• Determine your Social Media team – Who will design and implement your SM strategy?
• Determine your Audience – Who do you want to reach?
• Determine Competition’s SM Activity

Step 3: SM Tools

• Choose SM Tools – Select the tools that will support your goals.  Setup the Applications – Facebook, LinkedIn, Flickr, Twitter, blogs
• Train SM team on Using the Tools – profiles, frequency, professional image
• Guide SM team on Marketing the Tools – How to build and communicate with your target communities?
• Leverage Current Marketing – Use SM to augment current marketing efforts

Step 4: Content Development

• Develop and Post Content Consistently
• Develop Action Responses – How do you direct the user’s response: user-generated feedback, promote conversations, connecting with networks?

Step 5: Content Distribution

• Apply widgets to drive viral action
• Develop Search Engine Optimization strategies
• Integrated Social Media Strategy – Design, implement and manage your social media and integrate it with traditional advertising, online solutions and business networking

Step 6: Feedback

• Prepare for Feedback – How will your company respond to positive and negative feedback? What are the potential effects (positive/negative) of SM on the company?
• Evaluation and Adjustment – What is the effect of the SM strategies? What are the changes in the SM landscape that affect your strategy?
• Determine ROI -What is the return on investment in social media?

We have written an expanded document on Social Media Mapping.  We can serve as consults, coaches and trainers when implementing this mapping  plan.

Click here to download our Social Media Mapping Paper

Contact us for more information or for a consultation.

5 Step WEB 2.0 Branding Strategy

What is your Brand?
Your Brand is the sum total of your clients’ and prospects’ (product, company and competitive) experiences and perceptions. It resides within their hearts (feelings) and minds (intellect). Brand can be designed and marketed with the goal of influencing the user. In the current Social Media environment, the user often defines and creates the Brand.

Benefits of a Branding Strategy

• Define and establish your organization’s identity in the minds of your customers and employees
• Establishes a promise and an expectation of your products and services
• Develops a strategy to engage the online user in augmenting your Brand
• Separates you from your competitors; gives you value; and makes you special and relevant to your customers and prospects
• Enables you to launch new products more quickly and cost effectively
• Provides mechanisms for measuring impact

Creating a WEB2.0 Branding Strategy
Often customers, staff and key stakeholders will define your Brand differently.
Step 1: Competitive Analysis

• Marketing Audit of the communications of major competitors to

a. Determine the range of “values” that drive the category
b. How competitors “position” themselves
c. What positions are claimed, how strongly, and which are not claimed, hence available.
d. What users are saying about your competitors

Step2: Brand Perception Audit

• Marketing Research Survey

a. Reveals clients’ perceptions of your company
b. Defines most important “Brand Values”
c. Allows the company to compare its “Brand Image” with the company “Defined Brand”
d. Determines the factors that most influence your clients’ perceptions

Step 3: Brand Definition

• Focus Group: three hour working session among 5-8 customers, staff and key stakeholders to

a. Clearly define and gain agreement on your Brand
b. Take account of current company’s position in relation to its Brand
c. Determine a social media strategy in developing your Brand

Step 4: Brand Identity

• Marketing communications define your Brand’s voice and personality

a. Design logo and tagline with consistent look and feel and graphic style
b. Prepare business cards, stationery
c. Two pocket folder
d. Tabbed brochure

Step 5: Integrated Marketing 2.0 Strategy

• Leverage WEB2.0 Brand Strategy across all marketing communications (e.g., traditional, online, and social media) and extend the strategy into related departments (e.g., customer service, tech support).