Marketing

Leverage assets and drive attendance

Marketing Your Event: Start with the Candidate

Finding and engaging with attendees are crucial to any successful event strategy. By leveraging marketing tools, recruiters can amplify awareness about their upcoming events to ensure they find the right candidates, communicate with them in a timely manner, and provide them with engaging and impactful resources.

The following resources are available to all TA employees and should be considered for each event hosted: virtual, in-person or hybrid.

When planning your marketing strategy, consider:

Messaging: From the event description to social media posts, ensure you highlight why a candidate should attend and what they’ll learn
Creative: Leverage approved Amazon brand materials for flyers, emails and social posts to create a cohesive and bar-raising candidate experience
Brazen: Learn how to use tools to streamline attendee communication, sign-ups and post-even follow-up.
Social Media: Amplify awareness about the event on employee and Amazon social channels.

What is the event
Who should attend
What will they learn
When/where it is
How to sign up

Landing Page: The description on the event page should be clear, simple and engaging. Prioritize sharing what a participant will gain from attending the event, and consider adding in data points or questions that spark interest for the topic. For example, if promoting a speaker event, share an introduction about the speaker that is relatable to the targeted audience; for interview events, include the anticipated response time to hear a response; for open table events, include details on who the candidate can meet and interact with if visiting the table.

Social Post: On LinkedIn, only the first 210 characters are visible before “see more.” Ensure these characters are used to peak interest. Always lead with the candidate, highlighting why they should consider the event and what they’ll gain. Secondary can be information about the role/business being featured, and how to sign-up. If your event has a hashtag, consider adding it to help attendees find more information.

Participant Communication: Be intentional about each piece of communication. If read without context, ensure it makes sense and has a clear purpose and call-to-action.

Event messaging should be simple and engaging. Participants should be able to quickly understand:

Marketing Your Event: Messaging

Marketing Your Event: Creatives

When preparing for your event, consider leveraging templates to create engaging collateral to share with attendees before, during and after the event.
Need access? Register for a Bynder account, available to anyone in Amazon Stores TA (1-2 business days approval SLA).

Event Spotlight

Social Media Tile

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Event Poster

Letter or A4 PDF

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Digital Flyer

Letter PDF

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Email

Outlook Template

View

Presentation

PowerPoint

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Marketing Your Event: Brazen

New in 2023, Amazon TA employees can sign up for a free account with Brazen, which provides an easy solution for screening and interviewing prospects through virtual, in-person and hybrid events. It can be used as a supplement to an in-person event, or as a mechanism to plan virtual events using one of their four options (including live broadcast, 1:1 chats, group discussions and content only).

Brazen is a replacement of the previously used SPLASH product, and allows recruiters to:

Create custom landing pages and registration forms
Provide content for prospects ahead of your event
Automate email and text reminders
Check-in with QR codes

Following an event, Brazen makes it easy to communicate and follow-up with participants through tools like email, text and automation. Learn more about Brazen and how to access the tool here.

Marketing Your Event: Social Media

Whether through employee advocacy by sharing to personal channels or amplified on Amazon’s LinkedIn to a targeted audience, social media can help increase awareness and potential event sign-ups.

Employee Social Media

Sharing event posts on personal social media handles can have extensive impact by reaching potential candidates. Recruiters, business leaders and event volunteers may choose to post about an upcoming event on their LinkedIn, spreading awareness and consideration to the broadest audience.

Consider creating copy and an image (either through available templates or from the event) and emailing it out to relevant team members and business leaders to share on their personal handles. Ensure the copy follows best practices, includes relevant hashtags and links to the sign-up page.

Marketing Your Event: Social Media

Amazon LinkedIn

Recruiters can submit event posts for consideration via the social media intake process. Posts are highly targeted to a relevant audience, with anticipated impressions of ~5-6K pending event type.

Organic posts are optimized for engagement, meaning sign-ups are not guaranteed. If an event has a budget and paid amplification is approved by an L8, recruiters can submit a request to have a sponsored event post, targeted to a relevant audience and optimized for sign-ups.

Submissions can be sent via ASEBM’s general intake process. All content must be submitted 2 weeks in advance, follow best practices, and is not guaranteed to be posted.