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10 Ways to Win With Recruitment Marketing

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10  WAYS  TO  WIN WITH  RECRUITMENT  MARKETING Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Webinar  Tips  for  Attendees • You  can  connect  to  audio  using  your   computer’s  microphone  and  speakers.   • Or,  you  may  select  “Use  Telephone”   after  joining  the  Webinar. • All  lines  will  be  muted  to  avoid   background  noise. • You  can  ask  questions  at  any  time  by   typing  them  into  the  Questions  Pane. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Featured  Speaker Alicia  Garibaldi Senior  Content  Marketing  Manager Author  of  Employer  Branding  &  Recruitment  Marketing  For  Dummies® alicia@glassdoor.com @albagaribaldi Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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#Glassdoor Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Agenda • • • • • 10  Ways  to  Win  with  Recruitment  Marketing How  to  Create  a  Recruitment  Marketing  Strategy Understanding   Which  Metrics  to  Track   Sharing  Results How  to  Take  Advantage  of  Social  Media Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Recruitment  marketing  includes  all   communications  that  an  organization   uses  to  attract  talent  to  its  workforce. Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Recruitment  Marketing  Tools Career  Websites Blogs Job  Postings Photos  &  Videos Social  Media Events Emails Talent  Community Display  Advertising Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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10  WAYS  TO  WIN WITH  RECRUITMENT  MARKETING Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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1 Create  a  Unique,  Strong  and   Authentic  Brand Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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“Your  brand  is  what  other people  say  about  you  when you’re  not  in  the  room.” Jeff Bezos – Founder & CEO, Amazon.com Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 1 Would current What are What is employees job seekers your recommend saying company your about you rating organization on on to a friend? social? Glassdoor? Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 1 69% of  Glassdoor members agree  their  perception  of  a   company  improves  after  seeing   an  employer  respond  to  a  review 84% } would  consider  leaving  their   current  jobs  if  offered  another   role  with  a  company  that  had  an   excellent  corporate  reputation Most  in  $75-­100K  salary   range  would  only  require   a  1-­10%  salary  increase   to  consider  such  a  move Source: Glassdoor Survey, October 2014 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 1 Top  5  pieces  of  information  job  seekers   want employers  to  provide as  they  search  where  to  work: Details  on  what  makes  the  company   1 an  attractive  place  to  work 2 Details  on  compensation  packages 3 Details  on  benefit  packages 4 Company  mission,  vision  and  values 5 Basic  company  information Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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POOR EMPLOYER  BRAND Low  Brand  Awareness STRONG vs. EMPLOYER  BRAND High  Brand  Awareness Attrition Retention Declined  Offers More  Job  Offers  Accepted Low  Productivity Revenue   Goes  Up Long   time-­to-­hire More  Quality  Applicants High  Cost-­Per-­Hire   Lower  Cost-­Per-­Hire   Poor  Referral  Programs Higher  Number  of  Referrals Source: Allegis Group Services Study, August 2012 (1,010 US Workers) Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 1 Save  Money  With  Employer  Branding Companies  with  a good  employer  brand see  an  average  of Companies  with  a strong  employer  brand enjoy 22% 50% in  reduced recruitment fees Source: Employer Branding Global Study Report cost-­per-­hire savings Source: LinkedIn Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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2 Train  Internal  Brand Ambassadors Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 2 Employee  Brand  Ambassadors Encourage  employees  to   wear  company  gear Involve  employees  in  the hiring  process   Utilize  referral  programs Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 2 Understand  Employee  Sentiment Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 2 5  Ways  to  Develop  Brand  Ambassadors 1 Encourage  Them 2 Communicate  the  Importance 3 Incentive  Them 4 Train  Them 5 Make  It  Easy Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 2 Let  Employees  Be  Who  They  Are Encourage  viral  photos  and   videos  in  all  departments Show  the  real  “you”  on  a  career   blog  or  through  social  posts Let  employees  be  who  they  are Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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3 Track  Key  Performance Indicators Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 3 Key  Metrics Cost-­Per-­Hire Time-­to-­Hire Cost-­Per-­Applicant App-­to-­Hire  Ratios Applicant  Quality Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 3 Key  Marketing  Campaign  Channel  Analytics Job  Advertising Social Events Employee  Referral  Program Email Recruiting/Staffing  Agencies Cost-­per-­hire,  time-­to-­hire,  cost-­per-­applicant, app-­to-­hire  ratios,  candidate  quality Clicks,  mentions,  retweets,  user  demographics,   impressions,  reach Candidate  quality,  time-­to-­hire,  cost-­per-­hire Percent  of  employees  who  would  recommend   your  business,  cost-­per-­hire Open  rates,  click-­through  rates,  response  rates Cost-­per-­hire,  time-­to-­hire,  candidate  quality Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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4 Share  Results  With Stakeholders Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Assigning  Recruitment  Marketing Roles  &  Responsibilities Step 4 Career  Website Recruiting Employer  Branding Employee  Engagement Events Social  Recruiting Email Mobile Calendar  &  Budget Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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5 Simplify  the  Message Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 5 Make  Job  Applications  Easy Questions Layout Branding Social Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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6 Monitor  the  Competition Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 6 When  Monitoring  the  Competition,  Ask  Yourself: Are  your  competitors  posting   jobs  in  similar  places? What  roles  are  they  trying  to  fill? Do  they  have  a  social  presence? What  are  their  strengths  and   weaknesses? Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 6 Analyze  Your  Traffic  Compared  to  Competitors Female 27% Education Gender Female 31% Female 32% Male 69% Graduate   School 30% High   School 4% High   School 4% Graduate   School 30% Graduate   School 30% High   School 6% College 58% College 67% Your  Company Male 68% Male 73% Competitor  1 College 69% Competitor  2 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 6 See  Where  Your  Competitor  Is  Investing Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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7 Respond  to  Every  Candidate Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Treat  Every  Candidate Like a  Customer Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 7 Most  job  seekers READ  4-­7 REVIEWS before  forming  an opinion  of  a  company Source: Glassdoor Analytics, Q1 2015 Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 7 Respond  to  Reviews Join  the  conversation   Compliment  the  good  and   appreciate  the  bad Show  candidates  that  you  value  and   are  receptive  to  employee  feedback Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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8 Create  a  Marketing  Calendar Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 8 Marketing  Calendar Hiring  dates  and  onboarding   classes Recruiting  events Big  themes  and  hiring  initiatives Job  advertising  start  and   end  dates Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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9 Run  a  Referral  Program Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 9 Increase  Candidate  Quality Employee  referrals are the #1  SOURCE for  quality  new  hires Source: Staffing.org Referral  candidates  are   5X more  likely  to  get  hired   than  other  candidates Source: ERE Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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10 Use  Social  Media  at  Every  Step Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 10 Social  Recruiting  — 2  of  the  Top  Channels Most Used for  Employer  Brand  Promotion: 92% company website & 80% social  media Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 10 Social  Media  and  Job  Searching 79% 86% are  likely  to  use  social media  in  their  job  search of  people  in  the  first  10  years of  their  career  are  likely  to  use   social  media  in  their  job  search Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 10 Social  Media  and  Job  Searching Nearly  2  in  3  say their  employer  does  not (or  know  how  to)  use social  media  to promote  job  openings Nearly  3  in  4  say their  employer  does  not (or  know  how  to)  promote their  employment  brand on social  media Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 10 Major  Social  Platforms Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Step 10 Hashtags Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Pro  Tip Download   Employer   Branding  for  Dummies® or   Recruitment  Marketing  for   Dummies® to  help  you  with   your  strategy! Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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Questions? Alicia  Garibaldi alicia@glassdoor.com @albagaribaldi Confidential   and   Proprietary  ©  Glassdoor,   Inc.   2008-­2015 #Glassdoor


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