2014 DIGITAL MARKETING
PROGRAM PLANNER
TALENT ENGAGEMENT & RECRUITMENT
ACTIVITY OVERVIEW
01.
02.
Getting your footprint right: social, SEO, mobile, web, advertising, branding
Content: blogging (own, third party, media); PR
03.
Data: knowing your talent audiences
04.
Strategic Talent Communications: email
05.
Events: Candidate engagement in the real world
OBJECTIVES
GOALS
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TASKS
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RESOURCES
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EVALUATION
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STRATEGIES
PROVEN
METHODS



The existing methods of
hiring & talent engagement
that still work
What are they?
Are you sure they’re still
offering the best ROI?
NEW METHODS




Example: new social
channels
Example: mobile marketing
Example: native advertising
Example: hosting online
talent events (eg via Twitter,
Google+)
POSITIONING
STRATEGY





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
MARKETING STRATEGY:
Candidate Data Insights
MARKETING STRATEGY:
Social Media
PRIMARY
OBJECTIVE
MARKETING STRATEGY:
Content Marketing
MARKETING STRATEGY:
SEO
MARKETING STRATEGY:
Email Marketing
Tactic
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We recommend utilising this planning template in spreadsheet format
JAN
FEB
MAR
APR
MAY
JUN
JUL
OVERARCHING High Level Program Initiative
STRATEGY
High Level Program Initiative
High Level Program Initiative
EVENTS
AUDIENCE &
SEGMENTS
Applicable
Event
Applicable
Event
Applicable
Event
Applicable
Event
Applicable
Event
Add candidate audience group
Add candidate audience group
Add candidate audience group
Applicable
Event
Applicable
Event
AVERAGE / MONTH
•x programs
•x webinars
•x live events
•x paid programs
Nurturing & DB Emails
ONGOING
ACTIVITY
Paid Programs
PPC
Webinars
Social
HIGH LEVEL PROGRAM
YEARLY PROGRAM VIEW BY QUARTER
Q1
SEO
Online Events
Social Media
Offline Events
Content
Advertising
Email Marketing
Q2
Program 1
Program 2
Program 3
Program 4
Program 5
Program 6
Program 7
Q3
Program 1
Program 2
Program 3
Program 4
Program 5
Program 6
Program 7
Q4
Program 1
Program 2
Program 3
Program 4
Program 5
Program 6
Program 7
PROGRAM ROADMAP
TACTIC
TACTIC
Initiative 1
TACTIC
TACTIC
Initiative 2
TACTIC
TACTIC
Initiative 3
TACTIC
TACTIC
TACTIC
Initiative 4
Q1 ‘14
Q2 ‘14
Q3 ‘14
Q4 ‘14
PRODUCT LAUNCH
PROGRAM PLAN
EMAIL
TACTICS
Email 1
Email 2
Email 3
CONTENT
eBook
Cheatsheet
EVENT
Social
Webinar 1
PPC
Webinar 2
Datasheet
Blog Post
DIGITAL
TACTICS
In-Person
Event
Paid Email
Campaign
Direct Mail
Sales
Call-down
FUNNEL ANALYSIS:
PROGRAM A
Program Launch
Date:
WEBINAR
EXAMPLE
- WHERE Current
ARE Candidate
THEREListOPPORTUNITIES?
for Program Send
Goals:
List Size:
Roughly X% Register - X Number
Webinar Dates:“
X% Attend –
X Number
X% Register for Meeting –
X Number
(X number of candidates)
Webinar Sign-Ups (X%)
Webinar Attend (X%)
Webinar Follow Up Includes Offer for Meeting (X%)
X% Fit the Right Talent Profile –
X Number
Meet (X%)
X% Fit the Right Talent Profile –
X Number
Confirm in Talent Pipeline (X%)
Of those that attend the demo, X% become
opportunities
X Number
Win X% - X Wins
Opportunities (X%)
Hired (X%)
CAMPAIGN DETAILS
Talent Engagement
Funnel
Awareness / Engage
GOAL
ACTIVITY
Goal 1
Activity 1-5
Goal 2
Activity 1-5
Goal 3
Activity 1-5
Interest
Meet
Opps
Hired
CONTENT PLANNING
Theme 1
Theme 2
Theme 3
Theme 4
eBook
eBook
eBook
eBook
INFOGRAPHIC
INFOGRAPHIC
INFOGRAPHIC
INFOGRAPHIC
Slide Deck
Slide Deck
Slide Deck
Slide Deck
Blog Posts
Blog Posts
Blog Posts
Blog Posts
Q
3
Q
4
ONGOING INITIATIVE
ONGOING INITIATIVE
ONGOING INITIATIVE
Q
1
Q
2
CONTENT PROGRAM DRILL
DOWN PER QUARTER
Messaging Arc Product Launches Trend Related Partner/Thought Leader SEO
Asset 1
Asset 1
Asset 1
Asset 1
Asset 1
Asset 2
Asset 2
Asset 2
Asset 2
Asset 2
Asset 3
Asset 3
Asset 3
Asset 3
Asset 3
Asset 4
Asset 4
Asset 4
Asset 4
Asset 4
GOALS:
X
Ebooks
Per Month
X
Infographics
Per Month
We recommend utilising this planning template in spreadsheet format
X
Slide Decks
Per Quarter
X
Videos
Per Quarter
YEARLY EVENTS
Events
Date
Activity
CALENDAR
We recommend utilising this planning template in spreadsheet format
Lead
Goal
Actual
Lead #
YEARLY WEBINAR CALENDAR
Webinar
Name
Date
Speakers
We recommend utilising this planning template in spreadsheet format
Registration Actual
Goal
Registration
Learn more…
•www.jxt.com.au
•www.jxt.com.au/blog
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