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The Secret Sauce of High-Performance Recruitment Marketing
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What is Recruitment Marketing 5 Tenants of High-Performance Recruitment Marketing How 1-800 Contacts Developed their Recruitment Marketing Strategy What We Know About Today’s Candidates How to Use Glassdoor to Develop an Employer Brand Agenda
Recruiters Under Pressure
Talent Acquisition Priorities for 2014 8
Poll Question #1 How are you enabling better hiring in 2014? Strengthening Employer Brand Improving Candidate Experience Optimizing Sourcing Spend Reducing Cost Per Hire & Time to Fill Investing in New Technology Planning for Talent Needs in Advance
Top priority for Highly Effective Hiring Organizations (HEOs) is strengthening employer brand Attracting more talent is #3 priority for HEOs 60% of HEOs plan for talent needs at least quarterly 10 Pressing Question: How do you enable better hiring?
How does one attract talent while still delivering on day-to-day responsibilities? What is recruitment marketing and how can it impact our ability to hire better talent? 11 Pressing Question: How do you enable better hiring? Available for purchase in Brandon Hall Group’s online store
What is Recruitment Marketing? 12 Brandon Hall Group defines Recruitment Marketing as: All activities and strategies aimed at building and maintaining employer brand; Efforts to extend reach and exposure of career opportunities; and All management of messaging and advertising of talent acquisition efforts.
Dispelling Misconceptions: What Recruitment Marketing is Not
5 Tenets of High-Performance Recruitment Marketing
5 Tenets of High-Performance Recruitment Marketing: Authenticity
5 Tenets of High-Performance Recruitment Marketing: Engagement
5 Tenets of High-Performance Recruitment Marketing: Cohesion
5 Tenets of High-Performance Recruitment Marketing: Cohesion
Readily adaptable to meet changing needs, be it targeted sourcing or rapid growth. Built on the more elementary aspects of your employee value proposition and company culture. 19 5 Tenets of High-Performance Recruitment Marketing: Agility
5 Tenets of High-Performance Recruitment Marketing: Measurement
5 Tenets of High-Performance Recruitment Marketing: Measurement Return on investment for each initiative – Breakdown of performance for each sourcing channel Changes in web traffic Changes in other key metrics – including cost-per- hire, time-to-hire, and quality of hires
Poll Question #2 Which Tenets of High-Performance Recruitment Marketing are You Focused On? Authenticity Engagement Cohesion Agility Measurement
Key Components of High Performance Marketing
Key Components of High Performance Marketing: Search Engine Marketing 24 In Talent Acquisition: SEM drives search traffic to your careers portal SEM increases visibility of open jobs and employer brand
Key Components of High Performance Marketing: Search Engine Marketing 25
Social media marketing involves all activity and efforts to grow and engage a community of candidates across various social channels. Key Components of High Performance Marketing: Social Media Marketing 26
Key Components of High Performance Marketing: Candidate Relationship Management CRM is the practice of managing interactions with present, past, and future candidates Serves as safety net, talent pipeline, and communications platform 27
Key Components of High Performance Marketing: Candidate Relationship Management 28
Key Components of High Performance Marketing: Content Marketing Consumer content marketing leverages the creation and sharing of media (news articles, viral videos, topical research, infographics, photos, etc.) in order to inspire new business. 29
Key Components of High Performance Marketing: Content Marketing 30 Content marketing initiatives for talent acquisition engage candidates by piquing their interest, and inspiring them to apply for or share your open jobs.
Key Components of High Performance Marketing: Employer Brand Management 31
Key Components of High Performance Marketing: Employer Brand Management 32
Poll Question #3 Which components of recruitment marketing are you using for talent acquisition? Search Engine Marketing Social Media Marketing Candidate Relationship Management Content Marketing Employer Brand Management
Tenets and Components: A Winning Combination for High Performance Recruitment Marketing
Recruitment Marketing at1-800 Contacts
Where were we? Where are we today? Where are we going? 1-800 Contacts Employer Branding
The Dilemma Retail organization dependent upon web revenue Where does “Careers” fit? Recruiting has never been a challenge Award winning organization Strong history of employee referrals History of more traditional job posting
Wake Up Call If we’re an award winning company with an amazing culture, how do we make sure that an active or passive candidate knows the truth?! Tighter recruiting market for certain talent Almost all job searchers are online Absence of adequate information online
Invested in web real estate to fortify our story Spent time on the presentation of 1-800 Text Images Strategic locations Measured and tested results of various sites Increased investments when successful Continue to test new messaging opportunities How 1-800 Responded
What Next? Social Media Marketing Try new SM products Expand exposure through current SM outlets Brand Management Segmenting our messages to more targeted audiences Make sure that 1-800’s greatest selling points are very visible Relevant, fun, illustrative Metrics Track everything!
Why Employer Branding Matters
If you don’t manageyour employer brand,then someone else willwrite the story for you.
Helping People Find The Jobs & Companies They Love! has become the most trusted and transparent place for today’s candidates to search for jobs and research companies Member growth over 5 yrs 48% of job seekers use Glassdoor (Software Advice, Jan 2014)
Employer Branding Job Advertising Data & Analytics About Glassdoor
The Results We See 2x better applicant quality vs traditional job boards 30% lower cost-per-hire than other recruitment channels 3x more influence over candidates’ decisions
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