Recruitment Marketing A to Z. Stephen Schwander & Ian Alexander

Transcription

1 Recruitment Marketing A to Z Stephen Schwander & Ian Alexander

2 Where it Fits Within HCM Recruitment Marketing Talemetry Recruiting Onboarding TBE elearning Compensation Performance Management Talent Acquisition Talent Management Human Resources Copyright 2016 Talemetry, Inc. All rights reserved. 2

3 Broad Marketing and Advertising

4 Marketing, Advertising, & Recruiting Broader Marketing Target/Segmentation Demographic, behaviors, purchases Brand/Messaging Identity, positioning, key messages Channels Ads, databases, social, , etc. Communications Video, , contests, etc. Conversion/Nurturing Offers, landing pages, newsletters, education, testimonials, etc. Measure/Adjust/Optimize Recruitment Marketing Target/Segmentation Job descriptions/job types Candidate personas Brand/Messaging Employer brand/evp Channels Job boards, social, external candidate databases Communications Video, s, career fairs, etc. Nurturing Newsletters, educational content, employee stories Measure/Adjust/Optimize

5 Recruitment Marketing Components INFLUENCE: Employment brand/messaging strategy INBOUND ATTRACTION: Getting jobs in front of candidates OUTBOUND SOURCING: Sourcing specific talent, inviting them to apply, and keeping them engaged ENGAGEMENT/NURTURING: Communicating with candidates over the long term CONVERSION/CANDIDATE EXPERIENCE: Turning interested candidates into an applicants QUALIFY: Qualifying candidates for employment RETENTION: Maintaining employees and building internal brand ambassadors MEASUREMENT: Analyzing recruitment marketing activity and making changes to increase the effectiveness over time

6 Modern Recruitment Approach Traditional Recruitment Supply chain Transactional Reactive Hire focused Winner and losers Modern Recruitment Networks Relational Proactive Talent focused Qualified talent pools High-Speed Recruiting Solutions by Jen Hinkle

7 Benefits of Recruitment Marketing

8 Employer Brand

9 Employer Brand Exists as perceptions by employees, candidates, customers - Can t create a brand, only amplify and influence Understand organizational strengths and weaknesses - Survey employees and candidates Develop EVP (Employer Value Proposition) - Short statement that sums up the key benefits of working for your organizations Ensure brand runs through everything you do LinkedIn

10 Employer Brand Example

11 Candidate Attraction

12 What is Candidate Attraction? Candidate attraction is the act of getting open positions in front of qualified candidates in a compelling way - Job boards - Social networks - Digital ads (PPC) - Display ads - Events - Recruitment agencies

13 Successful Candidate Attraction Easily enables jobs out to ALL talent attraction channels - Job boards, social channels, referrals, digital ads, campus, events, community Get jobs to market quickly and easily - Automated distribution based on business rules - Easy ad-hoc distribution and social share options Targets right candidates with the right jobs at right time - Assigns sources based on job and candidate profiles - Full cycle analytics to track and measure results Copyright 2016 Talemetry, Inc. All rights reserved. 13

14 Attraction Key Practices Segment and develop personas Create compelling ads Reach candidates where they are Go broad with your distribution Include agencies, events, etc.

15 Candidate Attraction Business Value Optimize all attraction spend - Leverage free channels first - Eliminate underperforming vendors by category or region - Only spend money/additional money when needed on a job - Don t push jobs anywhere without a tracking mechanism - Centralize cost management Optimize recruiter time and resources - Automate distribution using business rules - Centralize the job distribution process - Enable easy recruiter ad-hoc posting and social sharing with tracking Drive job results in real time Ensure diversity attraction and compliance Copyright 2016 Talemetry, Inc. All rights reserved. 16

16 Measuring Performance What channels/vendors deliver the most Traffic Applications Interviews Hires Which channels/vendors work best for specific segments/geographies/roles How do free and low cost sources measure against paid sources? How is each job performing in real time? A/B testing messages Copyright 2016 Talemetry, Inc. All rights reserved. 17

17 Talent Sourcing & Candidate Relationship Management (CRM)

18 Talent Sourcing and CRM Optimized outbound sourcing involves consolidating all talent pools into a single pool that can be intelligently segmented and effectively communicated with to encourage the right candidates to apply for the right jobs at the right time. Talent pool Candidate data Sourcing Searching for candidates to invite to apply Segmentation Organizing talent pool into lists (pipelines) based on desired characteristics Engagement or social outreach to educate, influence, or invite candidate to apply for jobs Copyright 2016 Talemetry, Inc. All rights reserved. 19

19 Sourcing & CRM Key Practices Develop and grow an overall talent pool - Include past ATS candidates Segment into pipelines Aggressively funnel candidates into talent pool Implement talent networks aligned with pipelines Share internal and external sourcing across recruiters and sourcers Engage talent pipelines with relevant content Make talent pool #1 source of hire - Search first culture Standardize, measure, and refine activities and results

20 Talent Sourcing & CRM Business Value Optimize recruiting results - Increase quality of hire through candidate targeting and engagement - Speed up time to hire by sourcing ahead of need - Improve brand experience through consistent engagement and messaging Optimize spend - Maximize contracted resume database vendors - Search and engage past applicants for future roles - Re-target candidates attracted by past campaigns - Drive all externally sourced candidates into one pool that can be shared Copyright 2016 Talemetry, Inc. All rights reserved. 21

21 Talent Sourcing & CRM Business Value Optimize time / recruiter efficiency - Automate and centralize sourcing activity - Simplify and maximize use of third party databases - Eliminate duplication of effort Ensure compliance/diversity sources, processes, ATS separation Copyright 2016 Talemetry, Inc. All rights reserved. 22

22 Measuring Performance How strong and relevant is your talent resume pipeline overall? Status of job candidate pipelines flow to fill jobs How many applications, interviews, and hires come from each database source? Usage of databases against contracts What impact are sourcers/recruiters having on the pipeline and applications? How are campaigns performing? Copyright 2016 Talemetry, Inc. All rights reserved. 23

23 Job and Talent Network Pipeline

24 Candidate Journey and Conversion

25 Candidate Experience

26 Candidate Experience Definition The quality of the interactions a potential candidate has with a prospective employer from curiosity to signed offer letter Employer brand Ads Jobs/descriptions Career site content/navigation Social network content/integration Application/engagement Communications Recruiter interactions Scheduling Environment Interviews Offer Copyright 2016 Talemetry, Inc. All rights reserved. 27

27 Why Does It Matter? Your interaction with MOST of your candidates happens before you know who they are 617 Hires 26k Applicants 3% Known 111k Starts 964k Views 97% Unknown * Source: Talemetry client two month career site analytics

28 Why Does It Matter? Your candidates are customers, voters, social network commenters, and potential gold-star prospects for your competitor 617 Hires 26k Applicants 111k Starts 964k Views.06% very happy 99.94% somewhere between satisfied and angry * Source: Talemetry client two month career site analytics

29 Candidate Experience Success Make it mobile Segment your candidate personas Deploy targeted career sites Take ownership Make job search prominent and intuitive Make calls to action obvious, simple, and mobile Make job titles relevant to the target candidate Craft realistic and compelling job ads SEO your jobs Make applications short Build a talent network Make it modern Measure everything Copyright 2016 Talemetry, Inc. All rights reserved. 30

30 Candidate Experience Business Value Convert more of the candidates you are paying to attract - True mobile: 30% to 50% increase - Eliminate long initial registration: 70%+ increase - Optimize zero friction from specific sources through to application Increase applicant quality - Clear and simple brand communication - Friction causes the best candidates to abandon the process first Copyright 2016 Talemetry, Inc. All rights reserved. 32

31 Measuring Performance Full traffic source analytics Visitor behavior analytics Devices and other visitor traits Drop off and conversion rates through the application cycle A/B testing of alternative marketing messages and content Copyright 2016 Talemetry, Inc. All rights reserved. 33

32 Source to Hire for All Channels

33 BASIC FUNCTIONAL MODERN Business Value OPTIMIZED Maturity Model Strategic Value Gap Basic capability, limited reach INBOUND Experience Manual job posting to each job board OUTBOUND SOURCING Basic database searching separately of job boards Basic ATS searching of past applicants Overuse of agencies ENGAGEMENT/NURTURING Apply auto response CONVERSION/CANDIDATE EXPERIENCE Basic career site Basic Web apply process Basic efficiencies in place INBOUND Experience Automated job advertising Centralized job advertising Free and diversity sites OUTBOUND SOURCING Centralized multi-database sourcing/searching ENGAGEMENT/NURTURING One-to-One recruiter outreach CONVERSION/CANDIDATE EXPERIENCE Job specific apply processes Ownership of career site Site level SEO More targeted, multi-channel INBOUND Experience Per-click advertising Social site advertising Referral programs OUTBOUND SOURCING Talent Networks Job talent pipelines CRM & campaigns Agency/job distribution ENGAGEMENT/NURTURING Talent Networks engagement programs/content CONVERSION/CANDIDATE EXPERIENCE Targeted/branded career sites Internal career sites Social and mobile apply Job level SEO OPTIMIZED MANAGEMENT Basic source tracking All activities optimized INBOUND Experience Measurement and optimization OUTBOUND SOURCING Measurement and optimization ENGAGEMENT/NURTURING Measurement and Optimization CONVERSION/CANDIDATE EXPERIENCE Candidate surveys Measurement and Optimization OPTIMIZED MANAGEMENT Unified sourcing analytics Traffic sources Source of applicants Source of hire Applicant conversion rates open/click rates Recruiter/agency efficient Activity analytics for recruiters Lagging Capabilities Competitive Copyright 2015 Talemetry, Inc. All rights reserved. 3 6

34 Talent Marketing Platform and ATS Value of deep integration to ATS - Central candidate search and CRM - Leverage past candidates alongside new data - End to end pipeline views - Full circle source to hire analytics - User single sign-on - No re-entry of jobs - User efficiency using a single platform for sourcing - No broken job application links - Collect applications even when ATS is down Can start with little integration and go deeper

35 Enabling Recruitment Marketing: Point Solutions versus Platform ATS + Point Solution Tools Integrated Platform Multiple separate applications handling part of the talent marketing process Lack of reliable data Lost efficiency Disjointed candidate experience Disparate candidate databases A complete recruitment marketing platform with all talent marketing functions on one system Reliable data and reporting across all activities Reduced technical complexity Increased user efficiency Decreased candidate drop-off Centralized talent pool across all sources

36 Platform Impact: Recruiting Operations Get full view to hire analytics on all sourcing and marketing activities Unify recruiting organizations on one performance driven platform Identify and standardize talent sourcing and marketing best practices Standardize on results-based recruitment training throughout the organization Centrally control and optimize job ads distribution Simplify technology footprint Plan for future job demand Ensure regulatory compliance while sourcing

37 Platform Impact on ROI Better manage vendor costs Preserve your investment in existing systems while increasing performance Reduce cost-per-hire Increase free traffic from search engines Easily tap into candidate sources from free databases and other free web sources Eliminate duplicate commissions on agency-submitted candidates Leverage existing candidates locked in internal systems Optimize the ROI of all recruiting channels

38 Talemetry Solutions Source & CRM Access millions of candidates Build talent networks and pipelines Campaign candidates and measure results Job Broadcast Auto-post to all free and paid job boards No per-post fees Measure results and optimize budgets Career Sites Get more candidates with social/mobile career sites Deploy multiple targeted career sites No technical resources required Apply Easy mobile/social applications Improve completion rates Increase candidate satisfaction Agency Centrally manage and engage agencies Optimize agency budget Avoid paying for the same candidate twice Analytics Get complete source to hire analytics Drive new levels of performance Optimize your entire organization

39 Contact us For more information about high performance recruitment marketing and a free demo, go to: talemetry.com or Ian Alexander, VP Marketing ialexander@talemetry.com Stephen Schwander, Director Talent Sourcing & Marketing Solutions sschwander@talemetry.com Please complete the Survey!