ensuring roi by transforming your candidates into a reliable and interactive talent community
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Ensuring ROI by Transforming Your Candidates into a Reliable and Interactive Talent Community
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How do you define a Talent Community?
Talent = a person of ability or a
group of persons of ability in a
field or activity
Community = a unified body of
individuals, linked by a
common interest or a social
activity
Talent Community = a group of persons
of ability in a field or activity linked by a
common interest or social activity
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Defining a Talent Community
All are a group of persons of ability
linked by a common interest
in a company
What is your definition of a
Talent Community?
Interested in your
company
Applied to a job
May be interested in applying
Connected with your company
Applied but not Hired
Applied to a specific
job
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Temp/Contract
3rd Party
Social Media
Rehires
College
Recruiter Initiated
Career Site
Job Boards
Referrals
Do Talent Communities Drive Hires?
56.8% of all hiresare relationship or brand driven
CareerXroads Source of Hire Report
It’s simple; if the relationship with your company does not continue, candidates will not come back and apply to new jobs.
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Then…Companies realized they needed to have a
Talent Community.
Now…You have a talent community, but how do you
decide what to do with it and keep it engaged?
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1. Consolidate your talent community into one accessible area
2. Communicate with your candidates
3. Create engaging content
4. Use data for review and reinvention
Steps for a Reliable & Interactive Community
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WHERE IS YOUR TALENT COMMUNITY?
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Is this available on your career site?
Does it have a dedicated page or section?
Are there clear instructions on how to join?
How Can Someone Join Your Talent Community?
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How Do You Consolidate Your Community?
ATS
CRM
RMP
Single Platform
There needs to one collective area of for your candidates. This way you can consistently communicate and engage with them.
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COMMUNICATING WITH YOUR COMMUNITY
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1. What type of content do you want to send?
2. How often do you want to send this content?
3. Who are you sending the content to?
4. Who will send the content?
5. When will you send the content?
Answer These Questions
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• Apply confirmation emails
• Segmented email campaigns
• Careers based newsletter
• Holiday postcards or emails
• Follow your company’s career social media pages
• Company news, announcement, award, etc.
• Invitation to company events, webinars, job fairs, etc.
Types of Content
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SendCreateDate
• Don’t overwhelm your audience• Create a schedule of sending content
– For example, specific holidays:
How Often Do You Send Messages?
Month
May Mother’s Day 5/11/2014 4/28/2014 5/9/2014
May Mother’s Day 5/26/2014 5/12/2014 5/23/2014
June Father’s Day 6/15/2014 6/2/2014 6/13/2014
June 1st Day of Summer 6/21/2014 6/6/2014 6/20/2014
July Independence Day 7/4/2014 6/19/2014 7/3/2014
September Labor Day 9/1/2014 8/18/2014 8/29/2014
September 1st Day of Fall 9/23/2014 9/9/2014 9/23/2014
Cost Per ForwardHoliday
Mother’s Day
Mother’s Day
Father’s Day
1st Day of Summer
Independence Day
Labor Day
1st Day of Fall
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• There is no one-size-fits-all email, so segmentation is key
• Your candidates have different skills and are at different points in their career
• Tailor your email to the audience who will respond and benefit the most from that information
• Show your candidates that they are relevant and important
Who Are You Sending Content To?
Ideas for Segmentation
Skill-set
Location
Specific industry
Current company
School attended
Seniority level
Stage in apply process
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• How personalized should the email be?Specific individual, Company Name
• What type of campaign you are sending?Monthly Newsletter: no-reply email, designated emailCareer Event: include return email
Who Will Send the Content?
How large of a group you are sending information to?
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Test your emails to see which times work best for your audience
When To Send Content?
Candidates are more likely to open an email after 12pm, and the most active hours are 2-5pm
(Source: MailChimp)
Most emails are sent between Monday and Friday. Tuesday and Thursday are the highest-volume days
(Source: MailChimp)
Emails Open by Day of Week
Email Opens by Time of Day
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CREATING ENGAGING CONTENT
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1. What type of content are you sending?
2. What is the design and format of your email?
3. Which tools can you use to create content?
4. How do you find the best content for your audience?
Answer These Questions
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Subject Lines
• The subject line needs to be enticing or the email won’t be opened
• Use ‘Subject Line Checker’ to see if your characters fit the email preview
Quick Tips
Don’t make it too long
Be specific and straightforward
Don’t over sell
Ask a question
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• Include a branded header that includes the company logo
• May want include a header photo
• Use wording that gives insight to company and culture
• Include some type of plain text (HTML may not work in some emails)
• Always include a link to your career site
• Include icons for your social media sites
Design of Email
Quick Tips Include company logo
Branded language
Use plain text and HTML
Drive candidates to career site
Connect social media accounts
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• Purpose of the email(clear call-to-action)
• Prominent placement(preferably near the top)
• Call-to-action must stand out (different color, bolded, hyperlink)
• Use action-oriented language (view, learn, access, etc.)
Call-To-Actions
Quick Tips
Must be clear
Don’t use the words “click here”
Make it noticeable
Examples:
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Does the email…
• Represent the company and brand well?
• Include the company name in the subject line, sender information or first few lines?
• Incorporate company logo in the header image?
• Include specific company content that will reflect your employer brand?
Branding
Company Content
Employee profiles
Fun facts
Company news
Benefits and perks
Upcoming events
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• Readers spend 3 to 10 seconds reading an email
• No one wants to spend time reading a wordy email
• Don’t lose interest from prospective candidates due to a lengthy email
Be Direct
*From the Association of Email Marketing Benchmark Report
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• MailChimp is an online marketing solution that allows you to create email templates
Benefits of using this tool: Free to register and create templates
Can create any number of different designs
Allows you to add HTML images
Can preview your templates in both email and mobile formats
Track results of campaigns
Tool to Create Email Templates
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Tools to Format Email Templates
Google Chrome Extensions
Microsoft Office Tools
Allows you to get a color reading from any point in your browser, and paste it
into another program
Allows you to inspect and find a specific font
(including size and line height) from a web page
Allows you to take a screenshot of an entire
webpage and then make certain edits
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• Company WebsiteBlogs, press releases, whitepapers, content management systems
• Free stock photos
• Google ImagesSearch by “usage rights” to find photos for commercial reuse
Where to Find Photos
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• 1-week follow up email after applying to a job
• Explain how candidates can continue to stay engaged with your company
Example: Continuing Engagement
“After a candidate applies, how can we get them to connect with the company further?”“
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Examples Holiday Email
“How do we personalize the email to increase click-through-rates and show appreciation for them being a part of the community?”“
• Holiday & event specific communications
• Include a link to view jobs or visit your company’s career site
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Example: Career Event
• Promote a career event, job fair, or MeetUp group
• Can get news out about your company, as well as highlighting open jobs
“How do we let potential talent know about exciting upcoming hiring events?”“
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Example: Segmentation
“What new, innovative, or exciting things are happening at your company that we want to share?”“
• Use email as a way to segment your Talent Community
• Share relevant, targeted information to the audience that will benefit the most
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USING DATA TO REVIEW AND MEASURE SUCCESS
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• How many people open your email?
• How many people click on your links in your email?
• How many people unsubscribe?
• Layout and design of template
• Timing of the email sent
• Different content used
• Variety of call-to-actions
• Who the email comes from
• Tone of the email
Test and Measure All Emails
Email Campaign Metrics Email Campaign A/B Tests
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A Successful Talent Community
Increase in visitors to career
site
Increase in return applicants
Increase in hiresCandidate
incubation time has decreased
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Actual Hire Story
Candidate
Visits Company Website Visits Career Site Joins the Talent
CommunityReceives June
2013 Newsletter
Recruiter sends email from CRM
Receives August 2013 Newsletter
Recruiter mentions Job #2
Clicked “View All Open Jobs”
Applied to Job #3
Hired for Job #3
• Applications were driven from five (5) different sources• Without additional communication channels this
candidate would not have been hired
Applied to Job #1
Receives 4th of July Email
Clicked “View All Open Jobs”
Impression
Apply Start
Hire
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Case Study
1 Apply 2 Apply 3+ Applies
698
399
962
47% of candidates applied 3 or more times
before being hired
What is the impact of creating a talent community and having return applicants?
This shows there are quality candidates already in your community of applicants, and we need to constantly communicate with them to get hires.
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Case Study
The long-term impact of a talent community strategy
If you communicate and keep your talent community engaged, you can predict a growth in return applies
2011 2012 2013 2014 2015 20160
50,000
100,000
150,000
200,000
250,000
# of Return AppliesLinear (# of Return Applies)
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IMPLEMENTING COMMUNICATION
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The important thing is…Continuous Interaction and Engagement
Consolidate your talent community into one accessible area
Communicate with your candidates Create engaging content Use data for review and reinvention
Utilizing Your Talent Community
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• You can download this presentation at:
http://good.sevensteprpo.com/sourcecon
Thank You!
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