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Recruitment
Marketing - 2015
Ivan Harrison – #tru Fixer of Talent
Attraction & Recruitment | Early
adopter of the right tech for talent
| @ivanhapac
Recent campaigns – FB & Serco
Sales Campaign - FB Australia- Ongoing national campaign to attract top sales
professionals and enhance the FB Brand
- Here are a couple of videos created for the
campaign:
Meet Brad - Laminex
Meet Gail – Stramit
(See next slide for the campaign strategy)
Serco - Immigration Campaign- 350 front line positions to fill across Australia – Sept -
Nov 15
- Minimum of 3000 applications required – we
delivered close to 4000 (25% additional)
Fletcher Insulation –
Extra Shift - Melbourne- 40 Production
Operators, 6 weeks
from Attraction to
Starting
- Campaign completed
on time and $5k spent
on advertising ($10k
within budget)
Sales Effectiveness – Recruitment strategy
Brand & Channel
Deliver compelling EVP to target audience
Candidate Experience
Deliver an engaging & respectful candidate experience
Process & Technology
Work Smarter together
People
Create a great place to work
Strategic PrioritiesObjectives
· Align all selection measures to our competency framework and values
· Identify and implement robust psychometrics
· Utilise Matrix to promote roles and build sales community
· Develop secure sales talent page to share top talent pipelines via Matrix
· Develop and trial Assessment Centre approach to selection
· Develop a community of FB Sales Ambassadors to maximise our reach and showcase our EVP
· Enhance FB Recruitment research capability and introduce sales champion to own pipeline activity
· Deliver appropriate training to key people – selection, unconscious bias, social media
· Ensure role design and content attracts diverse talent
· Streamline end to end process
· Develop ongoing communications strategy – email, meetings, events
· Create events calendar to target industry and recruitment events and develop personal touch points
· Ensure online content provides real insight and allows self selection
· Launch “Open Doors” campaign concept through multiple channels – measuring effectiveness
· Develop and communicate compelling EVP
· Develop targeted referral campaign
· Agree and implement social and content marketing strategy
Our aspiration is to…
Attract a diverse mix of top sales professionals that impact FB’s bottom line
...which means….
Developing a cohesive employment proposition and experience across all touch points to attract talent
and….
delivering on that proposition to retain and develop that talent
HR/BU Focus
Social Media – Measuring performance
Managed FB’s Social Media presence:- Linkedin, Facebook, Twitter, YouTube (Insta & Snapchat
limited – but has gained focus for Graduate Recruitment)
Increased reach, engagement, and click-throughs to the careers site across all SoMe platforms –
especially via Linkedin, where this was the priority channel. (See the next slide for an overview of
this)
Initiated and managed the online presence for the company’s Glassdoor and Indeed pages
Developed a Channel Matrix to track and monitor the company’s presence vs. competitors. Also
used this as CRM tool to identify and work with key Employer Brand Advocates – and which SoMe
channels were relevant by job family / function
Built monthly SoMe reports using GA and Hootsuite – provided updates to the business and the
Executive
Trained Hiring Managers, Recruiters and HR to better leverage their respective networks – across
SoMe
Introduced Facebook Recruiter Accounts to eliminate perceived issues around the platform’s
personal vs. professional usage
Community growth & engagement
• Took a monthly average reach of 5k (Dec) to a
monthly average of reach ofa 100k (Jan-June)
• Highest reach at 156k (March 15) – over 3000%
increase from Dec 14
• Increased organic followership by 2500 over 6
months
• Increased acquired followership by 1000 over 6
months
Showcasing the company & reducing spend
Creating showcases pages to highlight the company values & to direct candidates to the recruit team
Candidates can then access the recruiter video reel via YouTube – to get to know them better and the company
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