2014 DIGITAL MARKETING PROGRAM PLANNER TALENT ENGAGEMENT & RECRUITMENT

Getting your footprint right: social, SEO, mobile, web, advertising, branding ACTIVITY OVERVIEW Content: blogging (own, third party, media); PR 04. Data: knowing your talent audiences 05. Strategic Talent Communications: Events: Candidate engagement in the real world

GOALS Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text. OBJECTIVES TASKS Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text. RESOURCES Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text. EVALUATION Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text.

STRATEGIES PROVEN METHODS NEW METHODS POSITIONING STRATEGY  The existing methods of hiring & talent engagement that still work  What are they?  Are you sure they’re still offering the best ROI?  Example: new social channels  Example: mobile marketing  Example: native advertising  Example: hosting online talent events (eg via Twitter, Google+)  why would candidates want to work with you: as their recruiter, or as their employer?  what’s your proof?  what media & online platforms do your talent audiences use?  how is your offer differentiated?  use the answers to these to get your brand positioned right, with your talent audiences

MARKETING PROGRAM PLANNING

Tactic Sample Text. Replace me with your own text. MARKETING STRATEGY: Candidate Data Insights Tactic Sample Text. Replace me with your own text. Tactic Sample Text. Replace me with your own text. Tactic Sample Text. Replace me with your own text. Tactic Sample Text. Replace me with your own text. MARKETING STRATEGY: Social Media MARKETING STRATEGY: Content Marketing MARKETING STRATEGY: SEO MARKETING STRATEGY: Marketing PRIMARY OBJECTIVE

Social WebinarsPPCPaid ProgramsNurturing & DB s FEB Applicable Event Applicable Event OVERARCHING STRATEGY Add candidate audience group HIGH LEVEL PROGRAM PLANNING TEMPLATE JAN MARAPR MAYJUN JUL EVENTS AUDIENCE & SEGMENTS ONGOING ACTIVITY AVERAGE / MONTH x programs x webinars x live events x paid programs Applicable Event High Level Program Initiative We recommend utilising this planning template in spreadsheet format

YEARLY PROGRAM VIEW BY QUARTER Q1 Q2 Q3 Q4 SEO Online Events Social Media Offline Events Content Advertising Marketing Program 1 Program 2 Program 4 Program 5 Program 6 Program 7 Program 3 Program 1 Program 2 Program 4 Program 5 Program 6 Program 7 Program 3 Program 1 Program 2 Program 4 Program 5 Program 6 Program 7 Program 3

Q1 ‘14 PROGRAM ROADMAP TACTIC Q2 ‘14Q3 ‘14 Q4 ‘14 Initiative 1Initiative 2 Initiative 3Initiative 4 TACTIC

PRODUCT LAUNCH PROGRAM PLAN CONTENT TACTICS EVENT DIGITAL TACTICS eBookCheatsheetDatasheetBlog PostWebinar 1Webinar 2 In-Person Event Social PPC Paid Campaign Direct Mail Sales Call-down

FUNNEL ANALYSIS: PROGRAM A WEBINAR EXAMPLE - WHERE ARE THERE OPPORTUNITIES? Current Candidate List for Program Send (X number of candidates) Webinar Sign-Ups (X%) Webinar Attend (X%) Webinar Follow Up Includes Offer for Meeting (X%) Meet (X%) Confirm in Talent Pipeline (X%) Opportunities (X%) Hired (X%) Program Launch Date: Goals: List Size: Roughly X% Register - X Number Webinar Dates:“ X% Attend – X Number X% Register for Meeting – X Number X% Fit the Right Talent Profile – X Number X% Fit the Right Talent Profile – X Number Of those that attend the demo, X% become opportunities X Number Win X% - X Wins

Awareness / Engage CAMPAIGN DETAILS Talent Engagement Funnel GOALACTIVITY Interest Meet Opps Hired Goal 1Goal 2Goal 3 Activity 1-5

CONTENT PLANNING Q1Q1 Q2Q2 Q3Q3 Q4Q4 Theme 1Theme 2Theme 3Theme 4 eBook INFOGRAPHIC Slide Deck Blog Posts ONGOING INITIATIVE

Videos Per Quarter Slide Decks Per Quarter Infographics Per Month Ebooks Per Month CONTENT PROGRAM DRILL DOWN PER QUARTER Messaging ArcProduct LaunchesTrend RelatedPartner/Thought LeaderSEO Asset 1 Asset 2 Asset 3 Asset 4 GOALS: XXXX We recommend utilising this planning template in spreadsheet format

YEARLY EVENTS CALENDAR EventsDateActivityLead Goal Actual Lead # We recommend utilising this planning template in spreadsheet format

YEARLY WEBINAR CALENDAR Webinar Name DateSpeakersRegistration Goal Actual Registration We recommend utilising this planning template in spreadsheet format

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