Inbound Recruiting for the Accounting Industry & Beyond 418 West Garden Street

1. Inbound Recruiting for the Accounting Industry & Beyond 418 West Garden Street Mailbox #5, Pensacola, FL Contact: Jeff Phillips, CEO & Co-Founder (850)712-5440; jeff@accountingfly.com Prepared by: Michael Hatcher 6-20-2016

2. About: • Founded: 2012 (Angel Funded) • Contact: Jeff Phillips, CEO & Co-Founder (850)712-5440; jeff@accountingfly.com • Employees: 10 (8 full time, 2 part time) • Address: 418 West Garden Street • Mailbox #5, Pensacola, FL

3. Welcome: • Accountingfly is a job finding website. Both job seekers and employers may use the website. It is free for users to join. • The company has revolutionized the best features of common job boards, content and applicant tracking systems into a single platform to improve career advancement and talent recruiting with in the accounting field. • Accountingfly is specific to only the accounting field.

4. Table of Contents Executive Summary…......................5 Competition …...............................6-7 Differentiating Factors…..............8-9 Testimonial & value…...............10-11 Social Media Audit…......................12 SWOT analysis…........................3-15 Social Media Goals….....................16 Key Performance Indicators…....17 Personas & Target Audience...18-19 Strategy & Tools….......................20-21 Timing…..............................................22 Roles and Responsibilities…...........23 Social Media Policy…........................24 Critical Response Plan…..................25 Monitoring & Measuring…........26-28 Social Media Campaign…...........30-40 Conclusion…......................................41 Sources….............................................42

5. Executive Summary • This plan should be adopted so that accountingfly can increase its following, brand awareness, and public image. The primary focus of this campaign is to improve accountingfly’s engagement with its active, and potential customers. Researching our present social media content and activity, our competitions, target markets will give good insight for the proper approach to accountingfly’s campaign, moving forward. With set goals and bench marks, accountingfly is able to monitor campaign effectiveness and progress. • Goals: strengthen brand reach • Increase engagement with visitors to social pages • Generate new features to user interface of accountingfly’s recruiting service (users select interests to better their matches for employment)

6. Competition • Indeed, Monster, LinkedIn • Allow users to view job boards, resumes and profiles of potential employers and job seekers • Specifically: AccountingJobsToday.com • AJT provides job boards and important information to help users refine their job search, such as improving resumes, preparing cover letters, and salary reviews • AJT will notify users when a new job is posted • For employers, AJT allows employers to post opening their particular company currently offers. They can use filters to prescreen jobs. • AJT works with Indeed, simply hired, and TopUSAJobsto to distribute their clients’ job postings

7. Competition- ihire • iHireAccounting- twitter involvement is more pleasing to the eye, but Accountingfly hasn’t been on twitter as long as iHire. Each post has a theme (a recognizable blue transparent banner with a key message) • iHire has iMatch which creates user specific matches for jobs • iHire is a larger firm (51-200 employees) • 2000 more LinkedIn followers than Accountingfly • Accountingfly does not use the same content on all social media platforms like iHire does • Accountingfly has 5X as many followers as iHire on Facebook • 2nd result on Google Search for “accounting recruiter” due to Google ads

8. Differentiating Factors of Accountingfly • Accounting Professionals: • May attend live webinars with the very best accounting career education, offering rich, relevant content that’s far more valuable than content offered on other job sites • Find an accounting job and be discovered by recruiters • Access to the latest professional education, testing, and certification programs • Employers: • Sources to new job applicants at a much lower cost than traditional methods • Streamlines job applicant tracking and recruiting for accounting hires • Accountingfly can potentially save companies $20,000 per hire after fees

9. Take away: • Accountingfly is a free subscription to endless job opportunities in the accounting field • The nature of the website filters out potential employees from the mass of job seeking individuals, and what is left are highly qualified future employees of accounting firms and other clients of Accountingfly • Accountingfly makes accounting professionals more employable through state of the art feature offered to all users • Accountingfly is the liaison between accounting professionals and employers in the accounting field. • The company provides quality employees to potential employers

10. Testimonial: “Accountingfly is not just another job board – their great customer service makes all the difference! We’ve made 4 great hires on Accountingfly and look forward to continuing our relationship with them.” -Mouzhan Mangum Director of Talent Acquisitions at Pershing Yoakley & Associates

11. Value • Target audience: • Accounting professionals seeking jobs • CPAs with 2-10 years experience at public accounting firms • employers of the field • Revenue: • Annual subscriptions start at $1,800 per open job, or $149 per job per 30 day period • Average cost per client is $17,000 • Streams auto-renew after 30 days of initial posting • Potentially 10 million plus dollars in in revenue from Accountingfly alone

12. Social Media audit

13. Strengths • Enthusiastic video interviews with accounting firms, supportive CEO • Bold methods in networking, and building brand awareness to employers in the field (accounting firms) • Presence on various social media platforms, with a considerable following • Useful, constructive links and content for user’s to benefit from • Testimonials from Accountingfly clients • Nearly Zero Negative Sentiment!!

14. Weaknesses • Small interactions on multiple platforms… • Twitter: • Overall look is very professional, but cold. Reading the tweets feels like a textbook. The posts should be more appealing. Post more visuals. Put a face to who accountingfly is... This could be the root of low engagemnt levels. • Facebook: • Many followers, but not much engagement, (low like number, 1-2 comments if any) the comments from viewers however, are always positive and encouraging • Youtube: • Impressive content, but low number of views, and subscribers... • Theres’s an app for that! ~ but not for accountingfly... Let’s make one. Sites like Job’s get more traffic this way, and users can access the sccountingfly feature anywhere, at leasure.

15. Opportunity • GET ON INSTAGRAM- Instagram has many young professionals… • If anything get involved with Instagram Ads, and ads on other social media platforms • Network with other Accounting firms, there is nothing wrong with asking for help from clients. Even if it’s as small as “Hey will you mention me in a tweet?” this increases brand awareness... Use Key messages when doing so • Find out what users dislike about accountingfly • Create an app for accountingfly and the amount of active users WILL increase.

16. Social Media Goals • Twitter: Increase authentic follower count by 2,000 with-in 6 months • YouTube: Increase average number of viewers by 60% in 4 month • Facebook: increase the level of engagement by 80% in 3 months • LinkedIn: Increase number of valuable connections by 100 in 2 months • Twitter GoingConcern: Increase reach by 25 % in 6 month • Facebook Going concern: increase interaction by 35% in 6 months • Create an app • Increase the number of contacts on the email list for higher brand reach

17. KEY PERFORMANCE INDICATORS • More twitter followers • More views on youtube • More likes comments and shares on Facebook • Increased number of connections on LiknkedIn • More clicks and web traffic on GoingConcern’s twitter • More likes, comments, and shares on GoingConcern Facebook

18. Brand Persona & voice • Professional • Mature • Sleek • Smart • Innovative • Mathematical • Personable • Problem solving • economical

19. Target Audience • College students: 20-23 years old, seeking internships and jobs for post college. They have time constraints due to the likelihood of course involvement and work. Accountingfly is a source of jobs, internship and further education in the accounting industry • Job seekers: 24-35 years old. Seeking jobs in accounting, possibly have an accounting job already, and experience in the industry. Accountingfly presents job offers to serious job seekers and improves their know-how in the profession via access to Webinars and etc. • Employers: 35+ years old. Interested in young professionals with experience, for hire, and long term employment and investments. Accountingfly provides employers with the best and most skillful professionals in the field. Employers can filter hundreds of users and find the most compatible of potential employees.

20. Strategy • Listen: figure out what users like about Accountingfly, Take that information and RUN! • Interact: continue to make valuable connections on LinkedIn and other platforms to increase brand awareness and image • Engage: Make each platform a warm and welcoming place that users are more than will to drive word-of-mouth recommendations • Embrace: Be available to your active users at all times (obviously not 24/7, but during peak times) daily. Answer questions from twitter, Facebook etc. • Influence: Create podcasts that other companies will give testimonials in to generate credibility and brand advocacy

21. Tools • Enzine Articles is a great tool for improving search engine rank • Hootsuite is a valuable tool in understanding the fundamentals of social media marketing. Have the Accountingfly team get Hootsuite certified. • Exploring Hootsuite, you will understand how easy it is to use, and mange a social media campaign, equipped with scheduled posts, content scanner(can search the web for negative or positive sentiment), manage multiple accounts • Hootsuite allows users to track and monitor engagement and web traffic on multiple accounts • Tips: increase your email list, research potential customers by working with marketing dept. or extracting from facebook. Reach out to active users with promotions, this will drive word-of-mouth due to positive experiences. Don’t be afraid to engage with users, they drive your success, let them know your there! Welcome new user, or first time visitors to your page.

22. Timing • Around College Graduation (Mid-May, August, and December) • Tax Season • January-March, or if extended 6 months August-September • Firms will be hiring for these peak seasons beforehand • New Years: some people’s new years resolutions may be to get a new job • Labor Day: People will be thinking about their current job, and may want to change given current circumstances • Engagement is highest at 7p.m. & 10p.m. (post then!)

23. Roles and Responsibilities • Assign a social media director(higher level planning & final approval) a SM manager (day-to-day execution, manages campaigns), and SM coordinator (Publishes content, monitors engagement), • Social Media Manager- CEO Jeff Phillips • Social Media Director- head of marketing • Social Media Coordinator- a strong writer in marketing dept. *or assigned as appropriate

24. Social media policy • Train all employees on social media policy. Make sure all employees know how to operate social accounts in case something happens such as a crisis or someone leaves and an associate must cover their duty on Social Campaign for a given time • Policy must outline the proper behavior on accounts, and “what not to do” • Examples: Be respectful to all, use common sense, stay out of trouble, don’t start a fight, be nice to strangers, act helpful, don’t bash competition, be the solution not the problem, be politically correct, not insensitive... • Address what employees can do if they are unsure about a posting • Employees must be professional about mentions of Accountingfly on their personal social accounts

25. Critical Response Plan • Ensure Accountingfly has a strong listening plan. Employ services from sites that allow Accountingfly to filter posts on all platforms to search for negativity or profanity or a crisis • This allows you to catch a problem early before it escalates • Brief all employees on the plan of what to do if a crisis occurs. (how to extinguish an angry customer or other scenarios) • Assign decision makers should a situation arise • Create pre-authorized postings for likely crisis scenarios, or even frequently asked questions

26. Monitoring • Hootsuite is a very useful tool in monitoring a campaign • You can see different accounts on their own dashboard which allows yo to scan the brands mentions, comments, shares and likes all in one place. • You can search for positive content and share those testimonials for higher brand awareness • Negative sentiment can be easily located via Hootsuite and using the Social Policy Accountingfly has developed • Monitor may be necessary everyday but analysis is not • Give your strategy a few weeks to play out then start analyzing your efforts • Weekly analytics will give you enough feedback work with and is a small enough time that it is not a chore to do (wont take so much time) that way you can adjust the strategy as the campaign unfold for maximum effectiveness

27. Measuring • Qualitative: While the comments and likes may increase it is important to measure the base of those new measure • What changed to cause the post statistics to increase, find out and keep doing it • Look into the posts that were made during the time your web traffic increased, analyze the content and understand what stimulated users to your website because of the posts • Qualitative measurement allows you to get a feel for how users are reacting to the campaign. • Jon Do: “Accountingfly SUX” • While Jon may not be happy it is important not to delete the post but engage Jon. “Why do we suck” but in a professional and inviting manor. • You want to keep as many user as possible, even the disgruntle ones • Offer promotions to frequent users, or new users

28. Minor Detail ~ Bugs

29. Bugs • As you may have noticed on the previous slide, that was a screenshot of the FAQ page on accountingfly’s website. • I noticed that there were a few discrepancies when navigating the site as far as formatting. • It might be useful to have a system that allows users to report errors like this to your websites. As accountingfly grows and evolves, there will be necessary bugs and fixes that need addressing which will not be noticed without being notified by affected users. • Monitor these changes and web features to ensure their functionality

30. Social media campaign~Facebook~

31. Facebook continued • *listed are interests that users can select that provide pertinent information to match job seekers with potential employers in an affective way

32. Facebook continued

33. FacebookContinued

34. Instagram

35. Instagram

36. Twitter

37. Linkedin

38. linkedin

39. Pinterest

40. PinterestContinued

41. Conclusion • Accountingfly has the potential to grow and be the domineering service provider for employment options and education in the accounting field. Accountingfly’s state of the art products, and motivated team can use this plan to jumpstart their social media campaign. It is important to stay Respectful, Accountable, Cooperative, Engaged (RACE) when carrying out these processes. Be Confident, and stay positive. Monitor progress appropriately, and adjust aspects as necessary. Remember, “you miss 100% of the shots you don’t take!” –Michael Scott

42. Sources: • https://learn.hootsuite.com/download.php?id=16251 • https://answers.yahoo.com/question/index?qid=20080715182743AAQeX5E • https://www.youtube.com/user/CollegeFrogGetHired/feed • https://blog.accountingfly.com/accountants/the-benefits-of-becoming-a-cpa/ • https://www.ihireaccounting.com • https://twitter.com/iHireJobNetwork/with_replies • https://learn.hootsuite.com/student.php?ctg=content&view_unit=191