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Mike Derezin Sales
Best Practices of Modern Sales and Marketing for Talent Acquisition
Brendan BrowneRecruiting
Francois Dufour Marketing
Leela
Catherine
Tejal
MarkMatthew
Recruiters are Sales &
Marketing Professionals
@frfrdufour
Transformation
Discovery PreferenceConsideration Transaction
@frfrdufour
Discovery PreferenceConsideration Transaction
@frfrdufour
Discovery PreferenceConsideration Transaction
@frfrdufour
Discovery PreferenceConsideration Transaction
The quality & accessibility of quality content is exploding
@frfrdufour
70%
* Source: Sirius Decisions
The buyer’s journey is 70% complete by the time a sales person is contacted *
Discovery PreferenceConsideration Transaction
@frfrdufour
What does that mean
for Talent Acquisition?
@frfrdufour
When they go through their discovery
journey, will top candidates prefer you
or your competitors?
@frfrdufour
Best Practices of Marketing & Sales3
Best Practice #1
Segmentation
Best Practice #2
Content Marketing
Best Practice #3
Warm’em up
@frfrdufour
Segmentation
Be ultra-relevant to your core-target audience Spend your time on the right prospects
Best Practice #1
@frfrdufour
Segment your Market
1Segment
2Segment
3Segment
4Segment
@frfrdufour
Segment your Market
Your target
@frfrdufour
1Segment
2Segment
3Segment
4Segment
Persona: character representing a group’s needs & behaviors
Put a human face on your target
Get your team on the same page
Inform content & comms plans
Product Marketing Manager
Java Engineer
Sales Manager
@frfrdufour
Profile your best customer / candidate
your sweet spot
@frfrdufour
1Segment
2Segment
3Segment
4Segment
Stacey Sales Manager
“I share industry best practices to drive real
impact for my customers.”
Stacey Uchida Vice President, Sales
Current
North WidgetsEducation
Michigan State University
Case studies, Analyst briefings In-person demo
In person conferences Blog posts & Videos
How she researches a new role:
Content type:
Content format: Former managers Peers Industry Analysts
Influencers of her career decisions:
LinkedIn (Influencers & groups) Facebook Social Selling Conferences Sales Insider
Where she hangs out:
Build her skillset. Help customers succeed
Become youngest ever VP of Sales at LinkedIn
Miss quarterly quota Not meet her customers’ expectations
Drivers
Goal:
Motivators:
Fears:
We focus at account level and consider “how big?” & “how likely?”
Size of PrizeHow Big?
Temperature How Likely?
Low
High
High
@mikedfresh
We focus at account level and consider “how big?” & “how likely?”
Size of PrizeHow Big?
Temperature How Likely?
Low
High
High
Tele-Sales
“Red Carpet” Nurture
Build Awareness
Marketing Sales
@mikedfresh
We also leverage the social graph on LinkedIn to assign the socially connected rep to every single account
@mikedfresh
Recap: 3 steps for Persona-based Marketing
Interview your very “best customers” to
develop their ID card
Allocate your resources by potential & Interest
Segment your target & aim
precisely
1
23
@mikedfresh
Content MarketingInform or Entertain rather than advertise
Best Practice #2
@frfrdufour
Audiences can filter out the
authentic from the inauthentic.
– Jeff Weiner, CEO, LinkedIn.
@frfrdufour
@frfrdufour
Content Marketing is Everywhere
@frfrdufour
@frfrdufour
Relevant TimelyAuthentic
3 golden rules of Content Marketing
Worth Sharing@frfrdufour
Create content nurturing your full candidate journey
What does this company dothat is unique?
Videos Blog Exec interviews
Discovery PreferenceConsideration
@frfrdufour
Create content nurturing your full candidate journey
Why should I be interested? What
opportunity for me?
Job description Product demos
Discovery PreferenceConsideration
@frfrdufour
Create content nurturing your full candidate journey
Why is it right for my career?
Employee reviews Manager’s profile Customer testimonials
Discovery PreferenceConsideration
@frfrdufour
Most of this content already exists
@frfrdufour
Sales Reps are turning into mini-marketers
Content Marketing is critical for Sales Reps too Drivers of sales reps out performance
Uses Social Media as Critical Channel1
2 Leads with Insight
@mikedfresh
Resume to Reputation
Leading with Insights
Recap: 3 steps for Content Marketing
12
3Produce or get missing content
Post it where it matters. Fill your
“content matrix”
@mikedfresh
Warm’em upNurture prospects “down the funnel”
Always go in warm
Best Practice #3
12
3Use content that
resonates with her
Industrialize your
nurturing
Profile your target “persona”
@frfrdufour
Instrument your funnel for effective nurturing
Discovery PreferenceConsideration
30% 10%
10 days 15 days 5 days@frfrdufour
Instrument to measure and execute
Align various teams Prioritize & classify your prospects
Understand your performance & forecast better
@frfrdufour
What signals to use to tailor your content?
Discovery PreferenceConsideration
@frfrdufour
Started following your company
Discovery PreferenceConsideration
What signals to use to tailor your content?
@frfrdufour
Replied to
InMail
Discovery PreferenceConsideration
Applied for a job
What signals to use to tailor your content?
@frfrdufour
Right content, right channel, right timing
Discovery PreferenceConsideration
@frfrdufour
Following your company
Answered InMail Applied for a job
Con
tent
Thought leadership Job description Recent coverage
Cha
nnel
Status Updates InMail Direct mail
Sig
nal
Holy Grail of Marketing
Send the right content at the right time, to the right prospects, at scale
@frfrdufour
No one likes it cold
Social Selling Evolution Doesn’t happen overnight
@mikedfresh
Social Selling Evolution Doesn’t happen overnight
@mikedfresh
Social Selling takes you from Serendipity to Science
Serendipity Science
vs.
@mikedfresh
Warm introductions work
Series1
X%
Win rate when reps go
in cold
Win rate when reps go in warm
X% + 63%X
What it means for the TA organization
Embrace and Change
or Be Obsolete
@LinkedinCareers
Segmentation#1
@LinkedinCareers
Understand the “Addressable Market” Mindset
@LinkedinCareers
In Sales and Marketing
Low
High
High
Tele-Sales
“Red Carpet”Nurture
Build Awareness
Size of PrizeHow Big?
Temperature How Likely?
@LinkedinCareers
In Recruiting
QualityWho has expertise in skills we need?
Temperature Which prospects are most likely engage?
Low
High
High
Tele-Sales
“Red Carpet”Nurture
Build Awareness
@LinkedinCareers
In Recruiting
QualityWho has expertise in skills we need?
Temperature Which prospects are most likely engage?
Low
High
High
Tele-Sales
“Red Carpet”Nurture
Build Awareness
1:Many 1:1
@LinkedinCareers
In Recruiting
QualityWho has expertise in skills we need?
Temperature Which prospects are most likely engage?
Low
High
High
Tele-Sales
“Red Carpet”Nurture
Build Awareness
1:1 Approach Direct outreach via a
recruiter or hiring manager Contact via a connected LI
employee [Inside opinion]
1:Many Approach Persona-based targeting Content strategy Sponsored & follower updates
@LinkedinCareers
We are marketers#2
@LinkedinCareers
Marketing throughout full candidates journey
Research Warm UpTargeting Outreach
Targeting OutreachYESTERDAY
@LinkedinCareers
TODAY
P.O.P. Profile Optimization Project
Before
After
P.O.P. Profile Optimization Project
New professional photo
Summary section with rich media
New headline
Increased reach
Built out work history with rich media
Added Volunteers & Causes Section
Added additional skills
Rich media in Education section
Social Recruiting#3
@LinkedinCareers
“Connectedness” Matters…
@LinkedinCareers
Who You Need on Your Team
Peter R Data and Insights Ninja
Skills
SQL, Hadoop, R, Excel, TableauEmily BOnline Marketing and Demand Gen
Skills
Marketing Automation, Email Marketing
Scott AContent and Social Strategist
Skills
SEO Copywriting, Blogging, Content Planning
Liz WProgram Manager
Skills
Analysis, Online Marketing, SEM
Today is YOUR lucky day!
@LinkedinCareers
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