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Modern Recruitment Marke0ng Strategies for 2015
Modern Marke0ng and Adver0sing
Modern Marke0ng and Adver0sing Broader Marke*ng • Target/Segmenta0on
• Demographic, behaviors
• Brand/Messaging • Iden0ty, posi0oning, key messages
• Channels • Ads, databases, social, etc.
• Communica0ons • Video, email, contests, etc.
• Conversion/Nurturing • Offers, landing pages, NewsleMers,
educa0on, tes0monials, etc.
• Measure/Adjust/Op0mize
Recruitment Marke*ng • Targets/Segmenta0on
• Job descrip0ons/job types • Brand/Messaging
• Employer brand/EVP
• Channels • Job boards, social, external
candidate databases
• Communica0ons • Video, emails, career fairs,
etc.
• Nurturing • NewsleMers, educa0onal
content, employee stories
• Measure/Adjust/Op0mize
Modern Recruitment Approach Tradi*onal Recruitment • Supply chain • Transac0onal • Reac0ve • Hire focused • Winner and losers
Modern Recruitment • Networks • Rela0onal • Proac0ve • Talent focused • Qualified talent pools
High-‐Speed Recrui0ng Solu0ons by Jen Hinkle
Recruitment Marke0ng Maturity Model BU
SINESS VA
LUE
Level 1
Level 2
Level 3
Level 4
INBOUND ATTRACTION • Manual job pos0ng/scraping
OUTBOUND SOURCING • Basic database searching • Basic ATS searching • Overuse of agencies
ENGAGEMENT/NURTUTING • Apply auto response CONVERSION/CANDIDATE EXPERIENCE • Basic career site • Web apply process
INBOUND ATTRACTION • Per-‐click adver0sing • Social site adver0sing • Referral programs OUTBOUND SOURCING • Talent networks • Job talent pipelines • CRM & email campaigns • Shared agency portal ENGAGEMENT/NURTUTING • Talent Networks • Email campaigning • Targeted newsleMers CONVERSION/CANDIDATE EXPERIENCE • Targeted/branded career
sites • Internal career site • Social/mobile career sites • Social and mobile apply • Job level SEO
OPTIMIZED MANAGEMENT • Basic source tracking
INBOUND ATTRACTION • Measurement and op0miza0on
OUTBOUND SOURCING • measurement and op0miza0on
ENGAGEMENT/NURTUTING • Candidate pipelines for current
and future need • Scheduled nurture campaigns CONVERSION/CANDIDATE EXPERIENCE • Candidate surveys • Measurement and op0miza0on
OPTIMIZED MANGEMENT • unified sourcing analy0cs • Traffic sources • Source of applicants • Source of hire • Applicant conversion rates • Email open/click rates • Recruiter/agency efficiency • ac0vity analy0cs • integrated pla_orm
Strategic Va
lue Ga
p
CAPABILITIES
INBOUND ATTRACTION • Automated job adver0sing • Free and diversity sites
OUTBOUND SOURCING • Centralized mul0-‐database
sourcing ENGAGEMENT/NURTUTING • One-‐to-‐one recruiter email
outreach CONVERSION/CANDIDATE EXPERIENCE • Job specific apply processes • Ownership of career site • Site level SEO
Mature Measurement
What is possible to measure at higher maturity models? -‐ Source to hire for all channels -‐ Produc0vity and sourcing ac0vity -‐ Talent pool strength and composi0on -‐ Per job pipeline and talent network repor0ng -‐ Candidate journey and conversion
Source to Hire for All Channels
Job and Talent Network Pipeline
Candidate Journey and Conversion
Modern Recruitment Marke0ng Solu0on ADVERTISING STRATEGY Distribute jobs quickly and simply Op0mize free and diversity sites Use and measure per click adver0sing Push jobs to social sites Op0mize referral programs Track and measure
ADVERTISING SOLUTION Integrated ATS job feed Rules based automa0c job distribu0on Full source tracking for all channels Trackable social share/social distribu0on Trackable referral channel
SOURCING SOLUTION Centralized talent pool Enabled talent network opt-‐in Federated smart search and ranking capability Email campaign marke0ng solu0on Talent pool organiza0on and communica0on tool Agency portal
CANDIDATE SOLUTION
Branded web applica0on forms Mobile and social enabled applica0ons Simple to manage career site solu0on SEO career sites and jobs Campaign landing pages and micro-‐sites
CANDIDATE STRATEGY Tailored apply processes Ownership of career sites Advanced SEO capability Branded and targeted career sites Social and mobile enablement
SOURCING STRATEGY Search all data sources in one place Growing proprietary database Opt-‐in talent networks Per-‐job talent pipelines Candidate rela0onship management Email campaigns Control of agencies
Point Solu0ons versus Pla_orm
Point Solu*on Tools Mul0ple separate applica0ons handling part of the talent marke0ng process • Lack of reliable data • Lost efficiency • Disjointed candidate experience • Disparate candidate databases
Integrated PlaGorm A complete recruitment marke0ng pla_orm with all talent marke0ng func0ons on one system • Reliable data and repor0ng across all
ac0vi0es • Reduced technical complexity • Increased user efficiency • Decreased candidate drop-‐off • Centralized talent pool across all
sources
Pla_orm Impact on Recrui0ng Opera0ons ü Get full view to hire analy0cs on all sourcing and marke0ng
ac0vi0es ü Unify recrui0ng organiza0ons on one performance driven
pla_orm ü Iden0fy and standardize talent sourcing and marke0ng best
prac0ces ü Standardize on results-‐based recruitment training throughout
the organiza0on ü Centrally control and op0mize job ads distribu0on ü Simplify technology footprint ü Plan for future job demand ü Ensure regulatory compliance while sourcing
Pla_orm Impact on ROI
ü BeMer manage vendor costs ü Preserve your investment in exis0ng systems while increasing
performance ü Reduce cost-‐per-‐hire ü Increase free traffic from search engines ü Easily tap into candidate sources from free databases and
other free web sources ü Eliminate duplicate commissions on agency-‐submiMed
candidates ü Leverage exis0ng candidates locked in internal systems ü Op0mize the ROI of all recrui0ng channels
Talent Marke0ng Pla_orm and ATS • Value of deep integra0on to ATS
• Central candidate search and CRM • Leverage past candidates alongside new data • End to end pipeline views • Full circle source to hire analy0cs • User single sign-‐on • No re-‐entry of jobs • User efficiency using a single pla_orm for sourcing • No broken job applica0on links • Collect applica0ons even when ATS is down
• Can start with liMle integra0on and go deeper
Next Steps
• Never too early to start to implement a pla_orm, any stage… • No need to replace ATS to drive all strategies and visibility • Lots of exper0se available to assist
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 op0mize budgets
Agency • Centrally manage and engage agencies
• Op0mize agency budget
• Avoid paying for the same candidate twice
Career Sites • Get more candidates with social/
mobile career sites
• Deploy mul0ple targeted career sites
• No technical resources required
Apply • Easy mobile/social applica0ons
• Improve comple0on rates
• Increase candidate sa0sfac0on
Analy*cs • Get complete source to hire analy0cs
• Drive new levels of performance
• Op0mize your en0re organiza0on
Talemetry Solu0ons
Contact us
For more informa0on about high performance recruitment marke0ng and a free demo, go to:
talemetry.com
or email: Ian Alexander, VP Marke)ng [email protected]
Stephen Schwander,
Director Talent Sourcing & Marke)ng Solu)ons [email protected]
