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Sponsored By:
Recruitment Marketing: Engage Candidates and Win Talent
August 2016
Howard Adamsky, Senior Analyst, Human Capital Management
Aberdeen Group
Lori Sylvia, Chief Marketing Officer
SmashFly
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What Is Recruitment Marketing?
Recruitment marketing is every tactic that a talent acquisition team uses to find, attract, engage, and nurture leads to convert them into more qualified
applicants to fill jobs now and build a pipeline for the future:
• Employee Referrals
• Talent Networks
• Job Marketing
• Employer Branding
• Recruiting Events
• Recruiting Analytics
• CRM
• Sourcing
• Content Marketing
• Email Nurturing
• Social Recruiting
• Mobile recruiting
• Career Site
• SEO
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Benefits of Recruitment Marketing
Employee engagement rate
Year-over-year increase in annual
revenue per full-time employee
Year-over-year increase in
customer satisfaction rate
69%
9.2%
8.9%
Image credit: sharemarketschool.com
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TODAY’S AGENDA:
• How recruitment marketing helps attract top candidates
• How to use social media to engage candidates
• Best-in-Class steps to amplify employer branding
through marketing activities
• Surprising data on business outcomes between users
and non-users of recruitment marketing
• Q&A
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Key Takeaways
• Collaborate (and learn) from marketing to build an employer brand that entices skilled candidates
• Enrich traditional talent acquisition methods through recruitment marketing; use technology to automate
• Master use of social media to amplify your employer brand
• Become more proactive in hiring; build a talent pipeline
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Recruiting +
Recruiting
Awareness
Hire
Consideration
Interest
Application
Select
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Recruiting + Recruitment Marketing = Modern Recruiting
Awareness
Hire
Consideration
Interest
Application
Select
Recruitment
Marketing
Recruiting
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Understanding What It Takes To Achieve Success
What you need to do to become Best-in-Class:
Processes you should have in place
Critical metrics
Organizational changes you might want to
make
Data / knowledge management
considerations
Technologies you should evaluate
Best-in-Class
Industry Average
Laggard
P A C E
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How Recruitment
Marketing Helps Attract
Top Candidates
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Competition for Talent Is More Fierce Than Ever Before
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CH2M’s
talent network
has more than
300,000warm leads worldwide
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Recruitment Marketing Is the Answer for HR Executives’ Challenges
Top Strategies (n= 216) Best-in-Class All Others
Proactively build & expand the candidate
pipeline regardless of current hiring needs68% 44%
Improve the candidate experience 32% 27%
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Learn From Marketing: Build a Recruitment Lifecycle Program
Awareness
Interest
ConsiderationApplication
Hire
Referral
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Best-in-Class
Recruitment
Marketing
Activities
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Best-in-Class All Others
Who Are the Best-in-Class?
Percentage of employees receiving a rating of ‘exceeds expectations’ on last performance review
9.2% -1.0%
Year-over-year improvement (decrease) in average search-to-hire rate 7.2% -3.9%
Year-over-year improvement in revenue per full-time equivalent 6.8% -2.6%
Best-in-Class All Others
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Step 1: Involve Marketing to Build Your Employer Brand
Step 2: Enrich Talent Acquisition Through Recruitment Marketing
Step 3: Master Use of Social Media
Step 4: Build a Talent Pipeline
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Candidates Are Like Consumers
The Universe Has Changed
Candidates Expect:• Social Engagement
• Relevant Content
• Transparent Culture
• Mobile Search
• Mobile Apply
• Fast Feedback
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Companies are incurring unnecessary costs when recruiting.
On average, a business that hires 400 employees annually incurs $1.09 million each year.
$2,714
Average cost per hire for U.S. companies
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Do You Walk in Your Candidates’ Shoes?
Image credit: onstageleadership.com
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Involve Marketing in Employer Branding
67% 66%
40%
50%
30%
40%
50%
60%
70%
Involve the marketing
department in employment
branding & advertising tactics
Use social media portals to
source candidates
Percent of respondents, n=216
Best-in-Class
All Others
Source: Aberdeen Group, July 2016
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Step 1: Involve Marketing to Build Your Employer Brand
Step 2: Enrich Talent Acquisition Through Recruitment Marketing
Step 3: Master Use of Social Media
Step 4: Build a Talent Pipeline
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Traditional Talent Acquisition Methods Are No Longer Effective
Sources from which companies indicate
seeing minimal results (n= 216)Best-in-Class All Others
Campus recruiting 70% 30%
Job boards62% 38%
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is a technology used to automate, manage, and
measure everything done in recruitment
marketing. It is not an applicant tracking system
(ATS), but it plugs into one. The platform is one
single resource that covers everything from
campus recruiting, career portals, employee
referrals, branding, and more. It is used to attract
leads to apply.
Recruitment marketing platform
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Use Technology to Gain Efficiencies in Your Recruitment Marketing Programs
Awareness
Interest
ConsiderationApplication
Hire
Referral
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Step 1: Involve Marketing to Build Your Employer Brand
Step 2: Enrich Talent Acquisition Through Recruitment Marketing
Step 3: Master Use of Social Media
Step 4: Build a Talent Pipeline
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Transform Your Recruitment Programs to Become More Immersive
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Amplify Your Employer Brand Through Social Portals
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So many tools, so little time!
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Recruitment Marketing Enablers for the Candidate Journey
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Step 1: Involve Marketing to Build Your Employer Brand
Step 2: Enrich Talent Acquisition Through Recruitment Marketing
Step 3: Master Use of Social Media
Step 4: Build a Talent Pipeline
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Building a Talent Pipeline Ensures Future Success
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Eaton’s
talent network
form captures
1,000contacts daily
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The majority of businesses wait for an opening to fill, instead of proactively building a talent bench through recruitment marketing.
60%
of companies are using a reactive approach in their hiring programs
Become More Proactive in Talent Acquisition
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Build a Talent Bench Through Recruitment Marketing
68%
60%
44% 46%
30%
40%
50%
60%
70%
Proactively build and expand the
candidate pipeline regardless of
current hiring needs
Invest in new technologies to
make recruitment more
engaging for candidates
Percent of respondents, n=216
Best-in-Class
All Others
Source: Aberdeen Group, July 2016
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Before SmashFly
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With SmashFly
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Twitter: @SmashFly
Twitter: @howardadamsky
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