My Sample Strategic Story
Executive
Summary
When a Fortune 500 works with you, they don't get a one-size-fits-all solution. They get curated training and hand-picked candidates that reduce turnover and fill their pipeline for future opportunities, keeping their brand knowledge in-house.
Meanwhile, Candidates have the opportunity to work with some of the top companies in the country with a leg up. They get trained to fit the needs of Fortune 500 and 1000 brands that would normally be difficult for early-career individuals to get a foot in the door.
With a world that appreciates custom, personalized, and curated experiences, you are different from your competitors, giving that experience to your clients.
We recommend first creating a new home page, candidate sales page, and corporate sales page to refresh your messaging and focus on your differentiator.
Once you have established your website, focus on content marketing and SEO.
Keyword-led Landing Pages
YouTube Videos & Shorts (Candidate & Corporate)
Podcast (Corporate)
Show Note Pages for Videos and Podcasts
Focus on LinkedIn
Events – Innovation Conferences (Speaking Engagements are ideal)
Events – University Speaking Engagements & Partnerships
You don't have a big team, so keep it minimal. You can choose a cadence that you can handle and stick to it. Over time, your channels, audience, and leads
will grow.
Your content marketing will take leads 80% through the sales process as it gains traction, but the podcast will result in sales now because you are building relationships as you create it.
Candidate
Candidate
Customer Avatar
A recent college graduate who isn't ready to strike out on their own. They have a 4-year degree in Computers but no on-the-job experience. They also struggle with soft skills, like goal setting and communication.
Objective: To join a Company X cohort and get specialized training and placement with a large employer. This will pad their resume, provide new skills, and introduce them to a network of people within their industry.
MAIN TOPICS | Awareness | Consideration | Decision | Retention |
Goals | Seeking potential career opportunities. | Determine if training is the right direction to building a career. | I must choose the right training / deployment company if training is the right direction. | Form a good relationship with the employer. |
Touchpoints | Current: Handshake, job boards, LinkedIn, Colleges Future: YouTube Channel & University relationships. | Student success stories, Quiz to determine the best career route | Talent acquisition interview. | Employer and account manager |
Pain Points | Struggle to find a job because of lack of experience and/or soft skills. | Deciding on the best route to go for their job. | Is the risk worth the reward? At the end of the training, I might not have a job. | Will I get FTE? Why can they cancel an engagement, but I can't quit? Can I commit this amount of time? |
Interesting
Insights
Likes that they don't have to pay for training.
Remote training and jobs.
You CARE about their success.
Candidates appreciate open communication and training.
All candidates prefer video-based content, which means YouTube should be the core content at the awareness stage, and webinars would be a great consideration stage content.
They do not like that they cannot quit, but an employer can terminate the contract early.
They appreciate that the training is free, unlike boot camps.
INTERESTING
INSIGHTS
Your Role
Empathy: We understand how it feels to be ready to start your career but not have the experience to get the job you deserve. You need a foot in the door.
Authority: We've helped XXXX early career individuals kick start their careers with major brands, providing resume clout for their future.
- Show authority with testimonials, statistics (like above), and student success stories.
Top Ways You Help Them Avoid Failure:
- Tuition-free training to prepare you for a specific client, setting you up for success.
- Virtual training you can do from anywhere.
- After-work schedule, allowing you to work while you train.
- Placement in large firms, boosting your resume.
- Certifications that make you more marketable to employers (SOON).
Discover essential steps to
enhance your skills
Plan
- Schedule an interview.
- Join our training cohort.
- Enjoy placement in a Fortune 500 company!
Call to Action
- Transitional: Take our quiz to discover your best career path!
- Direct CTA: Schedule an interview with our talent acquisition expert.
Agreement
Within 18 weeks, you'll go from feeling lost to ready for a tech career with a Fortune 500 company.
Success!
- You will be trained and prepared to excel in your tech career.
- You will have the opportunity to work with Fortune 500 brands that will make your resume stand out.
- You have the chance to grow your career at large, well-known brands.
Brand
Messaging
Use this messaging within Candidate pages on your website, candidate emails, webinars, YouTube videos, and a "Showcase" page on LinkedIn for Candidates.
Your career launches here.
Build your success story here.
Experiential learning, real-world success.
Content
Pillars
Career Planning
- Resume Advice
- Personal Branding
- Standing Out Online (GitHub projects)
- Interviewing
- Certifications
Tech Training
- Programmer
- Developer
- Engineer
- Application Developer
- Java Full-stack Developer
- Software Developer
- Computer Programmer
- Software Engineer
- Web Developer
Content Funnel
Awareness
Consideration
Decision
100%
50%
25%
24%
YouTube Videos & LinkedIn
Case Studies, Success Stories, and testimonials
Sales Pages, Webinars, and Interviews
Lead
Magnet
Quiz to Determine Best Career Route
Use as a call to action in any candidate facing speaking engagements, YouTube videos, or blog posts.
Add as pop-up on Candidate Sales Page.
Content
Mediums
Content
Channels
Sample Editorial
Calendar
"Top 5 Ways to Boost Your Computer Science Career"
"The Importance of Targeted Training for Early Career Success"
"How Our Virtual Training Can Help You Excel in Your Career"
"The Benefits of Fortune 500 Experience for Your Resume"
"The Importance of Certifications for Your Career in Computer Science"
"How to Secure a Placement at a Big-Brand Company"
"Why Our After-Work Schedule Works for Your Career and Training"
"Real Stories from Our Successful Candidates"
"The Top Soft Skills You Need for a Successful Computer Science Career"
"How Our Company Empowers Early Career Individuals to Achieve Their Goals"
"The Benefits of Career Growth at Large, Well-Known Brands"
"How to Overcome the Experience Gap in Your Job Search"
"What Recruiters Look for in a Computer Science Candidate"
"The Role of Networking in Your Computer Science Career"
"The Top Tools and Technologies for a Successful Career in Computer Science"
"Why Soft Skills Matter in a Technical Field: Tips for Development"
"The Future of Computer Science Careers: Trends to Watch"
"The Pros and Cons of Specializing in a Specific Area of Computer Science"
Marketing Action
Plan
Goals
- Increase Fortune 500 and Fortune 1000 clients.
- Create a simple funnel for candidate sourcing.
- Become known in the U.S.
Process Challenges
- No internal marketing department.
- No standardized funnel for the corporate or candidate side.
Website
Challenges
Problem: Confusing messaging
Solution: Create a cohesive message for the home page, and then create a clear path for candidates and corporations that send them to their own sections of the website.
Problem: The home page focuses on candidates, but money is made by attracting corporations.
Problem: Main CTA sends to the generic contact page.
Solution: Create a sales page for each avatar with its own contact forms.
Problem: The main video tries to be for everyone.
Solution: Create individualized videos for each avatar, and remove the video on the home page.
Problem: The candidate and corporate sales page buttons are too low on the page.
Solution: Move them into the hero image.
Problem: The employer sales page hero image takes up the entire "above the fold."
Solution: Structure this page with a headline that captures and alleviates the audience's pain. (ref: brand messaging)
Brand Voice &
Tone Guidelines
Company X is a friendly guide that aims to teach. After interacting with them, you should feel relieved and stress-free because you have a plan to solve your problem.
Words we say:
- Hire, train, and deploy
- Personalized experience
- Curated
- Custom
- Hand-picked
- career
Existing Characteristics:
- Casual
- Approachable
- Guide
Words we don't say:
- One size fits all.
- Perfect
- Job
- "An" Opportunity (singular)
Characteristics to Add:
- Authority
- Empathy
Voice & Tone
In Action
- Authority: We've supported American Express, Blue Cross Blue Shield, and Capitol One in hiring, training, and deploying perfect-fit talent. (Oh! They worked with XX? I can trust them.)
- Empathy: We understand the surge in AI is making you uneasy, but, the truth is, it can actually boost your career.
- Authority: We've been in business for XX years. (YAWN. No one cares).
- Empathy: AI is taking over, and you need to be ready. (scare tactic. No thanks).
Unique
Differentiator
No competitors focus on diversity hiring, so this can be your differentiator. While it doesn't appear to be a driving force behind working with a hire, train, deploy company, it does make you different, so for those who care about more diverse hiring, you will stand out.
Another key differentiator to focus on is personalization. You create training cohorts for specific clients and hand-pick talent to meet their culture. That is a big deal!
A potential differentiator can also be partnering with universities. Only one competitor outwardly worked with universities.
Content Promotion &
Repurposing Plan
- Promote content through email and LinkedIn.
- Repurpose How-to Videos and Podcasts into Shorts and Clips for LinkedIn and YouTube.
- Share all content in email.
- Turn all YouTube videos/show note pages into LinkedIn Newsletters for improved distribution.
Content
Program
Content-Type | Cadence | Notes |
LinkedIn | 3X Week | Include one newsletter a week, and distribute to employees to engage. |
Vertical Video | 3X week | Repurpose YouTube videos and podcast into vertical videos. Distribute as YouTube Shorts and on LinkedIn. YOU DO NOT NEED TO CREATE NET NEW. |
YouTube | 1X Month (per audience) | To start, create one how-to style video a month for talent and one for corporate. Create a show notes page on your website and embed. You can use AI to do this quick and easy! Make sure to edit, so it aligns with your voice and check for accuracy. These can be simple talking head videos that are less than 5 minutes. No need to overcomplicate. |
Podcast | 1X Month | Gear toward corporate and use as an opportunity to build a relationship with your ideal buyer. Start by publishing once a month, and you can move up from there. Create show note pages on your website (within the blog) for every podcast episode. |
Webinar | On-Demand | Create one on-demand webinar as a lead magnet that is designed to sell your service to corporate clients. |
Quiz | On-demand | Lead gen for candidates to help them identify the right direction for their career. |
KPIs &
Reporting
Conversions for webinar and quiz. (Target: 5%)
Podcast interviews that converted to leads. (Target 50%)
LinkedIn & YouTube Short Impressions. (Target 20%)
Email click-through rates (Target 10%)
>> These are benchmarks. Aim to increase each quarter by 5%.
Sales
Pages
You will want to use this layout for your home page, Candidate Sales Page, and Corporate Sales Page.
- For the Home Page, focus on high-level messaging with the goal of the visitor to self-select their path toward "Candidate" or "Corporate," giving them plenty of opportunity to choose.
- Keywords to Include:
- Corporate Sales Page:
- Hire train deploy
- Train to hire
- Scale tech team
- Talent development
- IT staffing
- Candidate Sales Page:
- Train to hire
- With no experience
- On-the-job training
- (computer science degree, programmer, tech, coding, developer) + Apprenticeship
- Apprenticeship programs
- Paid training
- Training program
Take
Action
Complete quarterly marketing meetings with stakeholders and a facilitator to guide a quarterly marketing plan. You should complete quarterly goals, KPIs, and editorial calendars by the end.
Assign "owners" to each content type
Assign a content manager who edits and schedules out content or hire a Virtual Assistant.
Batch create YouTube videos and podcast episodes, scheduling them out ahead of time.
Batch create YouTube videos and podcast episodes, scheduling them out ahead of time.
Create your repurposing plan simultaneously with the editorial calendar so all assets are developed with the repurposing plan in mind.
Use a tool like Descript to edit and repurpose your videos and podcasts.
YOU ARE GOING TO DO
big things
Option One
Roadmap
Schedule your quarterly marketing meetings with stakeholders and a facilitator.
Option Three
Develop your batching schedule for your core content {YouTube & Podcast}
Option Two
Option Four
Write and publish your new home page, sales pages, and SEO-driven landing pages.
Systematize and automate your distribution and repurposing.
3 Options to
Take Action
Use the resources we shared, and DIY.
Complete in-house with training from our team.
Collaborate with us to take this strategy and turn it into reality.
