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Candidate Attraction & Job Marketing Strategies Stephen Schwander & Ian Alexander
Agenda
• What is candidate attraction? • Recruiting challenges • Reasons for implementing strategies • Key practices for success • Q&A
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 • Display ads • Events • Recruitment agencies
Recruiting Challenges
• Poor candidate experience • Applying for closed requisitions • Chasing outdated links • Personal information hijacked by third party
aggregators
• Not enough “good” candidates. Broad attraction strategies yield more and more unqualified applicants.
• Lack of scalability. Reactive attraction strategies slow time to fill and don’t anticipate future need.
Recruiting Challenges
• Stagnant budgets. Few companies are increasing post recession recruiting budgets.
• Lack of awareness. More specialized channels to candidates makes it more difficult to build awareness of jobs.
• Poor visibility into performance. Siloed job ad performance analytics makes evaluating effectiveness difficult.
Keys to Candidate Attraction Success
Poll What challenges do you face?
Candidate Attraction Strategies
• Start with segmentation • Use candidate personas • Utilize expanded channels • Centrally control and automate • Continuously analyze and refine
More targeted, multi-channel
Basic capability, limited reach
Basic efficiencies in place
All activities optimized
Strategic Value Gap
BASI
C
FUNC
TION
AL
MOD
ERN
OPTI
MIZ
ED
Copyright © 2015 Talemetry, Inc. All rights reserved. 8
INBOUND ATTRACTION • 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
Capabilities
INBOUND ATTRACTION • Automated job advertising • Centralized job advertising • Free and diversity sites
OUTBOUND SOURCING • Centralized multi-database
sourcing/searching ENGAGEMENT/NURTURING • One-to-One recruiter email
outreach CONVERSION/CANDIDATE EXPERIENCE • Job specific apply processes • Ownership of career site • Site level SEO
INBOUND ATTRACTION • 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 • Email open/click rates • Recruiter/agency efficient • Activity analytics for recruiters
Busin
ess V
alue
Competitive Lagging
A$rac(on Maturity Model
INBOUND ATTRACTION • Per-click advertising • Social site advertising • Referral programs
OUTBOUND SOURCING • Talent Networks • Job talent pipelines • CRM & email campaigns • Agency/job distribution ENGAGEMENT/NURTURING • Talent Networks • Email 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
Keys to Candidate Attraction Success
Poll Where do you fall on the model?
Keys to Candidate Attraction Practices
Segment and develop personas • Model your best candidate for each job family
by: • Skills • Competencies • Current title and job • Hobbies • Media consumed • Stores frequented • Values
• Use your experience, your imagination, and hard data from traits of current top performers
Keys to Candidate Attraction Success
Create compelling ads • Speak directly to your ideal candidate’s strengths and desires • Use information from your personas • Avoid bland job descriptions and ATS-generated job titles
Keys to Candidate Attraction Success
Reach candidates where they are • Use your segmentation information • Post jobs to the most appropriate channels
• Broad job boards • Targeted job boards • Specific social networks • Forums • Pay-per-click ads
Keys to Candidate Attraction Success
Go broad with your distribution • Use segmentation data • Start with a large number of channels • Refine channels based on actual results • Optimize by job family
Keys to Candidate Attraction Success
Include agencies • Distribute to agencies the same way you distribute to
other channels • Formalize process • Track results • Optimize by job family
Keys to Candidate Attraction Success
Poll What’s your cost per hire?
Keys to Candidate Attraction Success
Use the right tools • Centralize job distribution • Use a single tool that includes boards, social networks,
agencies, digital ads • Automate and minimize recruiter intervention • Measure and refine
Keys to Candidate Attraction Success
Integrate with your ATS • Constant synchronization • Pull live jobs from your ATS • Remove closed reqs automatically • Use source URL tracking for full cycle analytics
Keys to Candidate Attraction Success
Use single source distribution • Avoid broken links • Outdated jobs • Poor candidate experience • Maintain control
Keys to Candidate Attraction Success
Take advantage of free • Post all your jobs to popular free sites • Monster and LinkedIn have launched free postings • Our analytics show that most organizations get better
performance from free sites for many job types • Potential HUGE savings
Keys to Candidate Attraction Success
Poll Do you auto-post to free boards?
Keys to Candidate Attraction Success
Declare independence
• Take media-generated analytics with a grain of salt • Use media independent tracking URLs • Standardize tracking results across all channels
Keys to Candidate Attraction Success
Automate everything • Use persona-based rules • Include diversity sites for all • Auto-posting ensures consistency, speeds candidate
response, and frees up recruiters • Help ensure OFCCP compliance • Auto-posting to a qualified service provider goes a
step further for compliance and liability
Keys to Candidate Attraction Success
Measure and optimize everything • Above all – source to hire analytics
• Job boards • Social networks • Pay-per-click • Digital ads • Agencies
• Dig deeper • Traffic • Applicants • Qualified applicants
Keys to Candidate Attraction Success
Measure and optimize everything • Analyze by job type and persona • Optimize your spending mix • A/B test ads and channels • Advertising is often the largest budget item
Questions and Wrap-up
Free Candidate Attraction
Solution Snapshot report emailed to you
Learn about Talemetry Candidate Attraction Solutions and Recruitment Marketing Platform
Talemetry.com