miki@jobportraits.com
Miki Johnson
jen@missiondriven.co
Jennifer Kim
Authentic Storytelling
to Build a Lasting Employer Brand
#URx2018
@jenistyping & @JobPortraits
What was the moment when you were sold on your current company?
#URx2018
@jenistyping & @JobPortraits
Hello!
Miki Johnson, Founder and CEO of Job Portraits, employer branding agency
Jennifer Kim, startup advisor, and former Head of People at Lever
Unabashed recruiting enthusiasts!
#URx2018
@jenistyping & @JobPortraits
Who’s here?
And where are you on your content journey?
#URx2018
@jenistyping & @JobPortraits
Why Content is key in recruiting
Fulfillment & meaning
v
v
#URx2018
@jenistyping & @JobPortraits
Millennial workers...
(75% of the workforce by 2025)
2016 Cone Communications Millennial Employee Engagement Study & Redefining the C-Suite: Business the Millennial Way
#URx2018
@jenistyping & @JobPortraits
The future of recruiting is emotionally-engaging content
• • •
#URx2018
@jenistyping & @JobPortraits
2 types of content strategies
Broad trust-building
Long-tail value
Boost response rates
Faster, targeted results
Inbound
Outbound
#URx2018
@jenistyping & @JobPortraits
Common pitfalls of inbound recruiting content
-
“Would an outsider share this post?”
Too Sales-y
(Apply today!!)
Overly positive /
lack of vulnerability
Generic
Unrealistic short-
term expectations
Not
measuring
#URx2018
@jenistyping & @JobPortraits
Teach & Inspire
Aim for authenticity & usefulness that’s doesn’t feel “corporate”
The Solution!
#URx2018
@jenistyping & @JobPortraits
Examples of Effective Content – Teach
“We had been trying to recruit a really awesome data scientist who hadn’t been responding. He read the story and said, ‘I’m interested in interviewing now.’”
#URx2018
@jenistyping & @JobPortraits
Examples of Effective Content – Inspire
“Reading that blog post, I nearly burst into tears. That's the kind of genuinely welcoming and inclusive place I want to help build up.”
#URx2018
@jenistyping & @JobPortraits
Examples of Effective Content – Teach & Inspire!
“I wasn't sure if I should be applying to startups, I was afraid I wouldn't be able to keep up. But reading this post gave me the confidence to try. If this is how Lever prepares new hires, I can do it.”
#URx2018
@jenistyping & @JobPortraits
You’re already a storyteller.
• • •
You’re just translating your skills to a new format.
#URx2018
@jenistyping & @JobPortraits
Let’s try this together.
#URx2018
@jenistyping & @JobPortraits
Step 1: Brainstorm
Skim the EVP questions and jot down at least 10 story ideas.
3 minutes
#URx2018
@jenistyping & @JobPortraits
Step 2: Rubber Ducky
Pair up and share one story each while the other person responds “yes, and….!”
5 minutes
#URx2018
@jenistyping & @JobPortraits
Step 3: Zero In
Let’s work together to figure out the details of one lucky story.
5 minutes
#URx2018
@jenistyping & @JobPortraits
This is just the beginning...
• • •
#URx2018
@jenistyping & @JobPortraits
Teach & Inspire
Aim for authenticity & usefulness that’s doesn’t feel “corporate”
The future of recruiting is emotionally-engaging content.
You’re already a storyteller.
And Job Portraits can also help!
#URx2018
@jenistyping & @JobPortraits
Why this work matters
[JK to insert]
It’s time to tell your stories.
#URx2018
@jenistyping & @JobPortraits
miki@jobportraits.com
Miki Johnson
jen@missiondriven.co
Jennifer Kim
Thank you!
#URx2018
@jenistyping & @JobPortraits