Specifications include, but are not limited to: 1. Strategy Development a. Develop a comprehensive recruitment marketing strategy that is efficient and effective in attracting qualified talent to the City of Berkeley; b. Ensure developed strategy has long-term benefits for Berkeley’s hiring needs and the potential for long-term utilization; c. Develop messaging and branding; d. Include and consider any and all advertising, public relations, media outreach, branding, SEO, social media, and other communications or marketing tools and tactics for recruitment marketing purposes; and e. Analyze target audiences and ensure outreach to diverse groups of applicants. 2. Implementation and Execution a. Media planning, placement, and purchasing; b. Landing pages and website development; c. Development of digital creative including photo, video, graphic design, and copy for advertisements, organic social media, and any other marketing purpose; d. Develop effective content for organic social media; e. Implement email drip and re-contact program including copy and automatic, customized follow-up communications for candidates and applicants dependent upon their location within the hiring funnel; f. Co-management of social media accounts; g. Oversee all projects and efforts to ensure completion and high levels of quality; h. Build loyalty and engagement with Berkeley HR stakeholders, residents, and community influencers; i. Create and manage retargeting and remarketing strategies; and j. Develop distribution, management, and storage systems for content and creative assets. 3. Assessment and Analysis a. Multi-step A/B testing for advertisements; b. Stay up-to-date on marketing, advertising, and social media trends and best practices; c. Use data from online traffic, conversions, social media, marketing, and advertising efforts to inform future decision-making; d. Actively monitor and report on all KPI related to marketing and advertising efforts; and e. Ensure cohesive and consistent look, feel, and branding. 4. Training and Support a. Provide training and support to our recruitment team to ensure the effective execution of the recruitment marketing strategy; b. Offer ongoing support and consultation to help us adapt to changing online environments, conditions, and trends; and c. Provide training for any and all publicly interfacing recruiters or spokespeople for Berkeley HR.
