Transcript
WEBVTT
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There's a ton of noise out there. So how do you get decision makers
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to pay attention to your brand?
Start a podcast and invite your ideal clients
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to be guests on your show.
Learn more at sweetphish MEDIACOM. You're listening
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to be tob growth, a daily
podcast for B TOB leaders. We've interviewed
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names you've probably heard before, like
Gary Vanner, truck and Simon Senek,
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but you've probably never heard from the
majority of our guests. That's because the
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bulk of our interviews aren't with professional
speakers and authors. Most of our guests
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are in the trenches leading sales and
marketing teams. They're implementing strategy, they're
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experimenting with tactics. They're building the
fastest growing be tob companies in the world.
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My name is James Carberry. I'm
the founder of sweetfish media, a
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podcast agency for BB brands, and
I'm also one of the CO hosts of
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this show. When we're not interviewing
sales and marketing leaders, you'll hear stories
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from behind the scenes of our own
business. Will share the ups and downs
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of our journey as we attempt to
take over the world. Just getting well,
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maybe let's get into the show.
Welcome back to be to be growth.
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I am your host for today's episode, Nikki Iby, with sweetfish media.
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Guys, I've got with me today
Alex Kevork who heads up product marketing
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and be to be marketing at monster. A likex, how you doing to
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day? I'm doing great. Thanks
for having me. Good, good.
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I'm super excited to talk about what
we're going to get into today. We're
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going to be talking about recruitment marketing, who owns it, what some of
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the overlaps are and just some best
practices. I loved. I'm excited to
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dig it. But before we do, Alex, I would love it if
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you would just give us a little
bit of background on you yourself and what
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you and the folks of monster have
been up to these days. Yeah,
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you bet it's. It's pretty exciting
stuff. So I've been in tax for
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plus or thirteen, fourteen years now. I've been in the startup space a
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lot, but but monster is really
exciting because we have that feel right.
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We're an older company. We've been
around for twenty five years. We were
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one of the first five hundred URL's
ever registered on the worldwide web and we
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existed back then to kind of fix
a broken system where people were scrambling through
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newspapers, calling on companies trying to
get jobs and sending in their resumes into
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these black holes and, you know, knocking on doors. Essentially it was
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a total nightmare. So monster came
in to fix that broken process and brought
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the job hunt onto the web.
And over that time we have evolved a
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lot and we focused in some of
the right places in some of the wrong
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places, and now we're at a
point where where the job board world is
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kind of commoditized and it's become essentially
a nightmare again. The the candidates feel
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as though they are a product that's
being sold to employers, and the employers
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feel like they're not getting great quality
and they're having trouble finding the right people
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and nobody feels like there's a platform
that's really on their side to help them
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through this really important phase of their
life. And so what we're doing is
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we're trying to reinvent that again and
and we've got a great team heading up
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doing this. And in reinventing that, we help candidates really showcase themselves in
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a way that shows who they truly
are. There real selves and helps employers
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also do the same. And so
that what that does. It enables a
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better fit between the candidate and the
employer and really helps them find the right
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fit for for what they're looking for
and what they care about. And so
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that is more than just a better
job board. That is really reinventing the
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way we envision the job search and
candidate search experience and connecting the right people
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for the right fit. So it's
really exciting and we're headed in a great
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direction. Yeah, no, I
agree everything you said. My favorite part
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of it is the spirit behind it
is so focused on the experience of the
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people on both ends, who were
who are engaging with the platform right.
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It isn't just about can we build
newer, better features to sort of break
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through in that way, but it's
about like understanding that at the heart of
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it is creating a better experience,
like you mentioned, and making people's lives
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better. I think a lot of
the time when we go to our daytoday
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lives, a lot of people are
kind of shying away from saying out loud
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and embracing the fact that, yeah, what you do has the potential to
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change someone's life. Maybe it feels
like your daytoday, but the fact that
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everything you tapped into kind of for
me, sounds like it has potentially get
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into. All of that is what
makes it all so worth while and I'm
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really glad to have you here to
talk about this, because it's going through
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a lot of changes right now.
We're at an inflection point in all of
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be tob I would say, but
certainly when it comes to certain aspects of
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marketing. So when it comes to
recruitment marketing, who owns this function?
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What does that look like? Just
make this clear, for is that like?
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What is recruitment marketing a anyway?
Yeah, well, so that's exactly
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it. You kind of have to
define what recruitment marketing is before you can
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say who owns it. And recruitment
marketing and employer branding really tie obviously very
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closely together. But if you think
about it, recruitment marketing and marketing in
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general is the tactical part of getting
your message out to the people that you
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want to see it right. So
it's essentially the manifestation of your employer brand
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out to the market, and that's
marketing. So it's really about building the
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exceptional experience with your brand that expands
beyond just recruiting and trying to trying to
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hire people right. So the employer
brand is where you've got that. You
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know, it's your value proposition's who
you are as a brand. Is that
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that met that image that you want
to convey up to the market, and
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that's the why, that's the why
of your company, of your brand.
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Recruitment marketing is really the how.
How can I make a great experience and
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and engage the right people to see
this brand and become essentially part of my
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company? So employer branding is interesting
because that's where you're going to see lots
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of cross functional parts of the organization
becoming or investing time into the employer brand.
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This is hr this is marketing,
this is the sea level, this
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is the leadership team who essentially build
your employer brand. But marketing does have
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a heavy investment there. And then
the question is, now I'm a recruiter,
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who's going to own the recruitment marketing
of that? Where now I'm trying
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to convey a message to potential candidates
so we find excellent people to come work
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for the company. And a lot
of times there is the perception that marketing
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kind of start starts to step away
from that and recruitment marketers are left holding
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the torch to try and, you
know, campaign or find the right people.
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And if you try and keep recruitment
marketing couple to employer brand, you're
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going to have more investment from the
marketers and that is really helpful right because
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it not left alone to trying to
build your own campaigns or you're not left
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to hoping that what you're doing aligns
with the brand and you're not being shunned
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off by marketing. And at this
it becomes more closely aligned. Granted,
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you will have more involvement from marketing, which means they do want to take
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more control over the brand and what
what the message is and what it looks
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like. But if you can find
the right balance there, it is important
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to have the two couple. Today's
growth story centers around exactly a SASS company
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that helps enterprise companies with their incentive
compensation. They'd work with search marketing agencies
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in the past, but they'd had
issues with transparency and Roy. They wanted
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to improve net new leads via their
organic and paid search channels, so they
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reached out to directive optimizing search engine
market share for exactly what was the top
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priority. Directed did this by improving
search engine visibility for target audiences at the
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bottom of the funnel. In order
to generate qualified leads. They focused on
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value driven content on relevant, winnable
terms, landing page testing on PPC platforms
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and a laser focus on third party
directory optimization. Specifically, Cap Tera directive
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grew sales accepted lead volume by one
hundred percent, increased Cap Tera conversion volume
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by three hundred and thirty six percent
and boosted pre qualified clicks to Cap Tera
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by thirty nine percent. If you're
looking for results like this with your search
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engine marketing, there's a good chance
directive and Health Visit Directive consultingcom and get
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a free customized proposal. All right, let's get back to the show.
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Yeah, a hundred percent, but
what happens is, especially you mentioned startups
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here at the top of the conversation, I spent a little bit of time
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in these start up streets and what
I observed is, you know, often
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the recruiter or recruit meant in a
startup is like one person, maybe two
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a lot of the time, and
then the marketing team has a bit more
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resources, depending on the stage that
they're at and so, like you said,
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if if those are on a line, if marketing is doing it something
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and recruitment is on on an island
all alone, that's how you end up
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with a disconnect. Right, folks
having a conversation with recruitment about what their
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experience is going to be like and
then, as it differs from maybe something
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that marketing was doing at the very
beginning, sort of to put the job
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out there in terms of the job
description and what they can expect overall.
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With the employer brand like you talked
about, and it's it can all get
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very confusing. So yes, that
alignment is extremely important. Talk about once
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we've defined it, which I think
we have right, which is this thing
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that exists separate from employer branding that
is there to sort of talk about what
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to attract the best talent and talk
about what the experience is going to be
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like. How can folks best do
that? After, after we've got those
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teams aligned, now, what is
the recruitment marketing team got to do to
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really nail it? Sure? Well, you have to think about essentially the
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different stages of it as someone engages
with your brand. First and foremost,
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you want to use recruitment marketing to
elevate your brand awareness. Just let people
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know that you're out there and let
people know that you have a brand and
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you have an image and and you
have something that you care about. You
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have a value proposition. So the
the experience starts with the awareness, but
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then you need to evolve that.
So you need to go from awareness to
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actually sparking interest and using your employer
brand to convey a message that sparks that
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interest. So like things like an
employer value proposition. We call them evps.
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That's what starts to spark interest and
say, well, this could actually
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help me find the right fit within
this company because it's something I care about.
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I'm, you know, people today, especially our purpose driven, and
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if you can convey that, that
helps the spark that interest and that can
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compelling evp then brings people from interest
into consideration. Okay, I could actually
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consider working for you. And now
it's important for recruitment marketing to step in
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to make sure that they have an
experience, a great, exceptional experience that
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helps them find the right fit within
your company and actually apply for that.
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So it's it's not entirely different from
standard marketing, where you're trying to drive
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awareness, you're trying to trigger your
interest, you want to get the person
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of the consideration and evaluation phase and
then ultimately click that by now button,
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right, and really this transitioning from
buy now to a final right and so
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like, like traditional standard marketing,
right, there's also this element of understanding
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who who your audiences and in my
experience and new startup streets, a lot
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of the time, I think that
was one of the things, one of
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the twel's when you're like, okay, is there a recruitment marketing team?
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was was there a lot of intention
behind this, because a lot of the
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time there's these posts, job postings, where they're talking a lot about perks,
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right, like we have a pool
table, we have Cambucha, right,
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and they're asking if you're the kind
of person who's going to come in
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and crush your quota. Right.
We're talking about for sales people in particular,
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right, for instance, and that's
that's cool and all, but then
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these roles end up having a lot
of turnover and I think that this has
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something to do with it. I
think they're attracting they're not understanding who they
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want to attract and what this kind
of marketing is going to end the actually
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attract, and so I think that's
one of the ways where if we have
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a stronger effort from more experienced people, with standard marketing having a more influence
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on what recruitment marketing is actually doing. Talk a little bit about that for
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us. Yeah, I mean so
that it's interesting that you bring that up
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because at the beginning, when I
was talking about what we're trying to do
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here at monster, it is trying
to eliminate that from both sides. That
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fake until you make it approach right. So a lot of turnover on a
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job that has a description that sounds
amazing, then there's clearly some kind of
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disc int there and what we want
to help people do is give them the
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opportunity to go beyond just a job
description. Right, job descriptions are evolving,
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in the way that we convey a
job is evolving, and so both
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on the candidate and employer side,
it's important to think of different ways to
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do this outside of just getting creative
with the job title or some bullets in
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a job description or talking about perks. There's a lot of research out there
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that that says that people are kind
of over the perk thing and they really
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care about. People are starting to
care about k again. People are starting
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to care about just knowing that they're
going to have an impact on the organization.
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People are starting to care that the
organization is purpose driven. I mean
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that is something that really drives people
right now. People want to make a
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difference, whether the playing Ping Pong
and drinking beer on Fridays or not.
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So I think that's important for people
to think about as they as they look
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at a job description. So recruitment
marketing is changing a lot. There are
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new ways to engage with people.
SMS is is a really easy way for
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people to connect with a consumer or
candidate in the place where they're at and
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most likely to respond. Video is
an important one. That's becoming more and
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more popular and we're playing that game
to where we enable people to add videos
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to job descriptions. And that's not
just because we thought it was a neat
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feature. That's because this world of
recruitment marketing and employer branding is changing.
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What's funny is recruitment marketing has been
so stuck in the old ages while the
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rest of the marketing world evolved evolved
that candidates we need to treat them like
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consumers, and consumer they, like
most consumers, expect the experiences that they
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get from other brands, and so
that's why there's such a frustration with with
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what the job search and with hiring, because it still feels so primitive.
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So we can evolve that to catch
up with the way typical consumer marketing works,
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it's going to be a better experience
for everyone. Yeah, I love
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it. I know it looks like
I'm texting while you're talking, but I'm
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taking notes here. I love what
you said. People want to make a
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difference, whether they're playing ping pong
and drinking beer on a Friday or not.
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Amen. Right, like the you
just totally summed up what I had
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been looking for. It literally every
time I went to look for a job
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in that in that BB space,
and it's just so important that people understand
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that. I mean, I'm not
surprised, given what you do, that
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you were able to so easily tap
into that, but that is exactly the
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kind of thing that that I'm hoping, as you know, be to be.
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Sales and marketing go through this and
recruitment marketing go through this sort of
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identity shift. That's one of the
things that I hope comes through right where
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we understand it doesn't have to be
binary, right, it doesn't have to
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be mutually exclusive, like you can
have those fun things and make a difference
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at the same time. I think
that's who this generation of folks in the
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workforce all or at least who we
would like to be. So thanks so
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much for fleshing that out. There's
a million other questions that I would love
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to ask you on the subject,
but for the sake of respecting your time,
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I keep in this concise. I
have to ask you, now that
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I've picked a brain and see when
I coul get out of it. Got
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To ask you about what you're putting
in it, Alex, tell us about
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and some some resource, some educational
resource, that you've been engaging with here
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recently that is informing your approach?
Or this just got you excited these days?
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Yeah, sure, so I do. Just in marketing in general,
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one of my favorites really is marketing
cross. They are just such a great
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resource and it spans so many different
basically just areas of marketing in general.
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There are really great firm and and
Hanley is one of the heads over there.
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I'm sure you've heard of her.
But if you haven't check her out,
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checkout marketing crops. They're great.
I really love ere for industry specific
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information and I love Scherm as hr
m for industry specific information. These are
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places that I go to to learn
and also help ideate on my own.
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And then outside of that, the
some of the things that just kind of
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keep me grounded or moving around being
outside. I like to surf a lot
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and that is one place, the
one place in the world where I can
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go to really clear my head and
and also learn that, no matter how
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good I feel like I'm getting it
something, there can always be that that
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one wave that kind of humbles you
and puts you back back on the ground
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essentially, and and you know,
that's something that I think everyone should be
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aware of and it helps me kind
of keep a level head in the rest
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of my life and and work.
So that's kind of those are my outlets
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and where I get some information.
I love it. Thank you so much
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for sharing that with us. I
love the the waves analogy. I think
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about that a lot. I can't
I can't swim right. That's all.
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So there's that. But I was
just this past summer I was I was
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a myrtle beach and I usually just
I just only walk out to the water,
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just as far as I can.
You know, it's comes up to
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my much at my you know,
my abdomen, and then I start to
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panic right like I've real fear of
being submerged in water. But Anyway,
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so I'm out there. My husbands
like come out farther with me, Alma.
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So he has my hand and one
wave sort of knocks into us and
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I'm like, I'm going to go
back to shore and he says to me,
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he says it's okay, just,
you know, stay like, you
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know, hold your ground and get
as far as you can until the next
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wave hits. And it just meant
it impacted me in all these ways.
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Is like that's what it is.
That's what I'm trying to do in life
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and time, just to get as
far as I can to the next wave
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hits, and then the fear goes
away because then you know that after it
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hits, you just go a little
bit farther and a little bit farther.
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That's where those of us who have
to walk in the ocean, though I'm
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sure there's other metaphors for ups can
swim, but anyway. I know that,
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just like me, everyone listening Alex
has become a fast fan of yours
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and they're going to want to keep
up with you. Tell us, tell
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us how people can connect with you. Sure you can find me on Linkedin.
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It's just Linkedin, Alex KEVORC.
My twitter handle is at a a
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Kvo, and those are two great
ways to find me. Perfect y'all,
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go out and do it. The
man knows his stuff. This has been
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so much fun. I love to
have you on to get into the future
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to talk even more about some of
the things that we missed today, but
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this has been a black man.
You have a good one all right,
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you too. Thanks so much.
Looking forward to the next time. We
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totally get it. We publish a
ton of content on this podcast and it
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00:19:45.569 --> 00:19:48.970
can be a lot to keep up
with. That's why we've started the BB
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00:19:48.170 --> 00:19:53.000
growth big three, a no fluff
email that boils down our three biggest takeaways
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00:19:53.039 --> 00:19:59.680
from an entire week of episodes.
Sign up today at Sweet Phish Mediacom Big
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00:19:59.799 --> 00:20:03.680
Three. That sweet fish Mediacom Big
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