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Improving Talent AcquisitionThrough Total Compensation Job Offers
Dave Huffaker▪ VP of Personalized Communications at CBIZ
▪ Pension actuary (ASA/EA) by background (no longer active
or practicing)
▪ Has been developing/producing Personalized
Communications and Web tools for 20+ years
Billie Wilson▪ Director of Talent Acquisition at Metropolitan Community
College in Kansas City
▪ Total Compensation Offers Client
Michael Marden▪ Sr. Consultant, CBIZ Talent and Acquisition Services
▪ Director: Interim Executive Recruitment
Total Compensation Offers: Presenters
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Agenda
I. Discuss recruiting challenges in 2019 - 2020
II. Identify solutions to those challenges
III. How total compensation offers will help overcome those challenges
IV. Anatomy of a Total Compensation Offer
V. Design options for Total Compensation Offers
VI. Client Testimonial: How would TCOffers benefit your organization?
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Mike Marden
Sr. Consultant, CBIZ Talent and Acquisition Services
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TOTAL COMPENSATION OFFERS
✓ What recruiting challenges do we face in
2019?
✓ Are you using your benefits dollars wisely?
✓ How a total compensation offer helps solve
these challenges.
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The Recruiting Landscape
2019
Recruitment Challenges
We all know the market is tight, but how does this
affect your hiring practice?
1. Most qualified candidates are already taken
2. Fewer and fewer candidates actively searching
the market for a new role
3. The competition for passive candidates is fierce
and the job market continues to tighten
4. Geography can be a major challenge and in-
demand candidates shop the competition
5. Candidates ghost interviews or reject great offers
for a few more cents
“The recruitment and talent landscape has
changed, our workforce was now 50%
millennials, and we were hiring through a
manual, arduous process that we’ve had for
years. Our process was not fit for purpose in the
connected world.”
- Melissa Gee Kee, Strategy Director to the CHRO,
Unilever
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Are You Benefiting From Your Benefits?
3 in 10 employees report that they would be
willing to trade a higher salary for better
benefits. HR leaders rate rewards as very
important, yet only 9% have identified a path
forward in communicating these benefits. Only
6% of HR respondents state that their rewards
program assists in attracting talent!
- Deloitte Global Human Capital Trends Report,
2018; MetLife “Thriving in the New Work-Life
World,” 2019
1. You have rich benefits, but candidates don’t understand the
value
You have spent ever-increasing amounts of money on providing
great health care, retirement contributions, or other benefits for
your prospective talent, but no one seems to care.
2. You have amazing perks, but candidates don’t appreciate what
you offer
You know how much you spend, but this isn’t communicated or
appreciated during recruitment.
3. Despite spending more money on benefits, you have seen no ROI
in recruiting.
Despite your investment, you struggle to communicate to talent
why your benefits set you apart.
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Recruiting Solutions
1. Keep Total Value at the top of candidate’s minds.
Show the Total Value of the Offer front and center. Demonstrate
how much you spend on employee well-being and do it often.
2. Build strong branding and recruitment marketing campaigns.
Your brand needs to permeate everything you do, including the
recruitment process.
3. Provide a superior candidate experience.
This will make it hard, even impossible, for candidates to consider
another company’s offer because they are emotionally-invested in
your brand.
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72% of recruiting leaders worldwide agree
that employer brand has a significant impact
on hiring. Bottom line impact of effective
recruitment branding is a 50% Cost-per-Hire
reduction and 50% more qualified applicants.
59% of recruiting leaders are investing more
in a branded recruitment experience. Are you
keeping up?
- “The Ultimate List of Employer Brand
Statistics,” LinkedIn Talent Solutions, 2018
How do you standout in a tight labor market? 3 keys:
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How will a Total Compensation Offer Help?
Break through the noise
1. Appeal to highly-qualified talent with a professional, polished
total job offer
2. Differentiate yourself and catch the attention of passive
candidates by focusing the value of benefits
3. Make your offer a viral marketing tool that prospects share
with family and friends.
Master the tight labor market
1. Your competitors ONLY communicate Base Salary. BEAT their
offers by communicating the Total Value of benefits and perks.
2. Use the money you already spend on benefits to improve your
recruitment process.
3. Overcome a tight labor market by differentiating yourself from
the competition.
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“In a world where the war for talent is fierce,
recruitment must adapt and move faster.
Employers must speak to the benefit of benefits,
rather than to the individual products. We must
change the narrative of how employers talk
about benefits.”
- MetLife's 17th Annual US Employee Benefit
Trends Study 2019
Does your offer letter
look like this?
Ask yourself:
1. Could you have seen a letter like this 50 years ago?
2. Do you think millennials are attracted by this offer? Gen
Z?
3. Is this customizable, personalized, or branded?
4. Does it “sell” your benefits?
5. Is this the best you can do for your most talented
candidates?
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Dave Huffaker
VP of Personalized Communications at CBIZ Retirement Plan Services
TOTAL COMPENSATION OFFERS
✓ How can total compensation offers be
generated?
✓ Data extraction from your ATS
✓ Total Compensation components
✓ Candidate modeling
✓ Comparing Job Offers
Total Compensation
Job Offers
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Options for Generating Total Compensation Offers
CBIZ, Inc.13
▪ “Do it yourself” approach – develop an internal
solution (Word, Excel or Web-based)
▪ CBIZ has developed our TCOffers web-based product
▪ No other solutions are available (that we know of)
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▪ Chrome Extension
▪ Extracts initial candidate data from ATS
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▪ Compensation, Benefit and Template Profiles
▪ Transfers, Retention, Promotion, Counter Offer
▪ Confidential Offer
▪ Fill in Compensation elements based on
profile selected
▪ Build Offer in PDF or Word format
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▪ Total Value of Compensation and Benefits
with each item line-itemized
▪ Looking closer: Benefit choices are “defaulted”
to pre-defined selections
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▪ Notes providing important information and
associated caveats
▪ Visual breakdown via Pie Chart
▪ URL Link for the Candidate to log in
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▪ Candidate Logs In and can model Healthcare
and Savings Plan elections
▪ Job Offer Comparison Worksheet button
▪ Regenerate the offer to demonstrate how the
total value offer results would change based
on the changes selected
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▪ Job Comparison Worksheet
▪ Identify change in Location information
▪ Comparison Job Compensation Information
▪ Benefits Employer costs
▪ Healthcare Employee costs
▪ Generate the Comparison
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▪ First Table: Dollar for Dollar comparison of
▪ Base Pay
▪ Variable Pay (Bonus, Incentives, etc)
▪ Healthcare Benefits
▪ Retirement Benefits
▪ Other Benefits
▪ Total Value Comparison
▪ Second Table Comparison of:
▪ Direct Compensation
▪ Benefits value
▪ Benefits as a Percent of Total
Value
▪ Third Table: Employee Healthcare Cost
Comparison
▪ Medical, Dental, Vision, and Total
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▪ Cost of Living Comparison
▪ COL index rates for Current
Location and Comparison
Location
▪ Current Compensation (Base
and Variable Pay) is adjusted
for COL at Comparison
Location
▪ Increase or Decrease is
calculated and shown as a
Dollar amount and
Percentage difference
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Mike Marden
Design Opportunities
Graphic Covers
CBIZ, Inc.24
▪ So many ways to build a custom
Total Compensation Job Offer!
▪ Not every organization has
infinite dollars to spend on the
base salary.
▪ Lean on large graphic images
that convey your brand identity,
instead.
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Communicating Culture
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▪ Use an “About Us” or “Vision and
Mission” section to highlight what
makes your organization different!
▪ Embed welcome videos from
Human Resources to have a big
impact on hiring.
▪ Use employee testimonials to
communicate directly for hard-to-
recruit positions.
Awards
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▪ Use an Awards page to
communicate what distinguishes
you from the competition.
▪ Link to BBB and Glass Door reviews
to highlight your employment
successes.
▪ Appeal to millennial talent by
communicating shared victories, or
to highlight your charitable giving.
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Demography/Geography
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▪ Use geography pages to
communicate to out-of-state talent
▪ Sell what makes your community a
great place to live / work by
highlighting cost of living, housing,
and schools.
▪ Communicate this information only
to certain candidates with custom
templates.
Signature Pages
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▪ Candidates can respond with ‘the click of a button’ or you can add a signature option with ease.
▪ Candidates can use Adobe or Preview to sign their offers on a desktop, laptop, or even a mobile.
▪ Optionally track your offers using software to see when clients open and review your offers
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Billie Wilson
Metropolitan Community CollegeDirector of Talent Acquisition
Perspective From an Employer Using TCOffers
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▪ Introduction
▪ Why we use Total
Compensation Offers: Our
recruiting challenges, and how
we overcame them.
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▪ Powerful branded image
▪ Set’s us apart from the competition
▪ Total Value is front, center, and in bold
▪ Leads with our best benefits
▪ Easy to accept offers!
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▪ Powerful! Great tool for recruiters
▪ Talking points are ready to go every time!
▪ We invest heavily, now we can show it
▪ Breaks down of our generous benefits
▪ Portal puts the ball in the candidate’s court
▪ Great tool for communication!
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▪ Candidates appreciate our vision & mission
▪ Active link goes to our strategic plan
▪ Marketing dollars working for the recruiters!
▪ Shows off our amazing community
▪ Welcome video from the chancellor and mayor
▪ We communicate who WE are!
?
QUESTIONS
???
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▪ Have you
recruited any
great talent?
▪ How does the
web tool work?
▪What is
candidate
feedback like?
▪ How long does
setup take?
▪ Do candidates
understand their
offer?
▪ Do they know how
to sign?
▪ Is it too easy to
accept?
Question Starters:
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Thank You!
DAVE HUFFAKER
V.P. Total Compensation Statements
CBIZ Retirement Plan Services
(425) 343-7211│ [email protected]
BILLIE WILSON
Director of Talent Acquisition
Metropolitan Community College
CONTACT INFO
MICHAEL MARDEN
Sr. Consultant, CBIZ Talent and Acquisition Services
CBIZ Talent & Compensation
(816) 945-5547 │ [email protected]
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