Strategies to Attract the BestJaqi RossIRS Manager, Media Branch
IRS’s Annual Strategic Recruitment Marketing and Advertising Campaign attracts highly qualified and diverse candidates into the application process for each of the IRS projected occupations to allow IRS to select and fill all available positions.
Improves the IRS’s competitive position as an employer of choice in relation to both other government agencies and private employers of workforces with similar competencies and experience to occupations.
At the same time, demonstrates the highest possible return for the investments made.
Sourcing and Branding: The Talent Acquisition Lifecycle
Recruitment Strategy
• Supports and balances all division needs
• Enables local participation • Enhanced with strong
partnerships
Recruitment Strategy
• Improves target setting and planning
• Develops strong strategic source management
• Develops effective marketing and media
• Develops candidate tracking system and processes
• Develops clear performance and ROI measures
• Consistent corporate messaging is a critical success factor
Recruitment Strategy
Strong Strategic Source Management
Goals accomplished:• Deep relationships built with
sources• Diverse set of flexible
resources that can be revamped up or down to meet variable recruiting needs
• Centralized recruiters managing institutional relationships, administration and logistics of recruiting
• Service-wide representatives used as the “Face of the IRS” to candidates
Initiatives
• College and university recruitment program
• Recruiting program with professional associations
• Recruiting program with IRS employee organizations
• Leverage non-traditional intake channels to aid in recruiting
• Referral program to encourage all employees to become “IRS recruiters”
• Collaborate with other IRS divisions to utilize representatives at recruiting events
Initiatives
Executive Participation
Agency executives support recruitment through a variety of activities at 97 schools.• Service on university
on advisory councils • Participation in
executive-in-residenceprograms
• Mentoring students • Judging competitions • Appearing as guest
speakers
Effective Marketing & Media
A single, standardized set of IRS marketing materials incorporates:• Consistent brand message:
– One of the world’s leading financial institutions– The IRS, a great place to work– You can make a difference!– “Count on Me”
• Clear value propositionsfor early and mid-careercandidates as well asopportunities
Strategic Outreach to Targeted Demographics
• Students & early career
• Mid-career• Veterans• Disabled• Other under-
represented
Games: Effective Engagement Tools
Social Media: Effective Engagement Channels
Goals and Initiatives:• Ability to maintain relationship with candidates from beginning to
end of recruiting process
Facebook Account Created Aug. 2009Feb. 2010: 97 FansNov. 2010: 1,603 Fans
Twitter Created (3) AccountsOver 600 followersOctober: 36,313 impressions
•Regular Avatar Gatherings• Professional Meetings• General IRS Info- Tax Forms • 49.5% make up 18-34 yr olds.
Online tools:– Google Analytics – Webtrends reports – Social Mention – Twellow – WeFollow– Mr. Tweet– Bit.ly– Tweetreach
Measuring Social Media Effectiveness
Facebook: # of fans / Fan posts / Org. Posts / replies / Twitter: # of Followers / Tweets / Mentions / Retweets / Replies LinkedIn: # of People in Network / Inquiries / ContactsSecond Life: # of Visits / Interactions
All traffic is driven to jobs.irs.gov careers website becomes the anchor and information clearinghouse.
• Link successful applicants and excellent employees to recruiting sources for continuous improvement– Evaluate needs and
enhance technologysolution for trackingcandidate contacts
– Put processes in place for regularly contactingcandidates in pipeline tosolicit applications
Effective Candidate Tracking
Effective Candidate Tracking
• Link successful applicants and excellent employees to recruiting sources for continuous improvement– Evaluate needs and
enhance technologysolution for trackingcandidate contacts
– Put processes in place for regularly contactingcandidates in pipeline tosolicit applications
Effective Candidate Tracking
• Link successful applicants and excellent employees to recruiting sources for continuous improvement– Evaluate needs and
enhance technologysolution for trackingcandidate contacts
– Put processes in place for regularly contactingcandidates in pipeline tosolicit applications
Questions & Discussion