blurred lines: blurring the lines between human resources, recruiting and marketing
TRANSCRIPT
B L U R R E D L I N E S
Blurring the Lines Between HR/Recruit ing & Marketing
I N T R O D U C T I O N S
Ryan BacaVice President, About Talent
Staci JohnsonVice President Marketing,Roth Staffing Companies
Do you currently have an active Employer Brand strategy?
Yes and it’s pretty awesome
Yes but it isn't so great
We’re working on it
No, that’s why I’m on this call
P O L L Q U E S T I O N
Defining the Line
Consistent Branding
Five Projects
Implementing a Strategy
Return on Investment
Marketing in the RPO Landscape
TO DAY ’ S TO P I C S
D E F I N I N G T H E L I N E
WHERE COULD/SHOULD
HR & MARKETING INTERSECT?
CONSUMERS
EMPLOYEES
LOGOS
STYLE GUIDE
ADVERTISING
PRESS RELEASES
DESIGN – FLYERS/WEBSITES
TRADE SHOWS
SOCIAL MEDIA
JOB DESCRIPTIONS
SOURCINGSTRATEGIES
EMPLOYEE HANDBOOK
EMPLOYEE BBQ
NEW EMPLOYEE ORIENTATION
OPEN ENROLLMENT
CONFLICT RESOLUTION/COACHING
B L U R R I N G T H E L I N E S
attracting the attention of future and existing customers
AWARD-WINNING
MARKETING AD
HR INTERNAL
EVENTMATERIALS
Attract Candidates
Hire Candidates
Engage & Retain Employees
E M P LOY E R B R A N D I N G
• Offer Letter
• Welcome Card To Family
• Welcome Box
• Employee Handbook
• Hiring Paperwork
• First Day
• First Week
• First Month
CONTINUE TO “RECRUIT” YOUR EXISTING EMPLOYEES
TO DAY ’ S C A N D I DAT E M A R K E T
1. Social Job Posts
2. Videos
3. On-boarding Welcome Box
4. Events & Activities
5. 12 Days of Benefits
F I V E P R OJ E C T S
Who manages your Employer Brand?
We partner with our Marketing Department
We make stuff ourselves
Our RPO Provider
We use a Marketing Agency
None of the above
P O L L Q U E S T I O N
S O C I A L /J O B P O S T S
S O C I A L /J O B P O S T S
S O C I A L /J O B P O S T S
V I D EO S
70% of applicants trust what
employees say about a company
over brand ads.
And when looking for jobs,
76% of applicants researched
companies on LinkedIn by looking
at current employee profiles.
(BETTERTEAM)
T E S T I M O N I A L S
70% of applicants trust what
employees say about a company
over brand ads.
And when looking for jobs,
76% of applicants researched
companies on LinkedIn by looking
at current employee profiles.
(BETTERTEAM)
T E S T I M O N I A L S
W E L C O M E B OX
W E L C O M E B OX
W E L C O M E B OX
W E L C O M E B OX
W E L C O M E B OX
E V E N T S & A C T I V I T I E S
E V E N T S & A C T I V I T I E S
E V E N T S & A C T I V I T I E S
E V E N T S & A C T I V I T I E S
E V E N T S & A C T I V I T I E S
B E N E F I T S
B E N E F I T S
B E N E F I T S
H O W ?
Do It Internal ly
— Work with Market ing
— Hire an HR Market ing Spec ia l i st
Outsource It
— Work with your RPO
— Contract a Market ing Agency
A B E S T W O R K P L A C E
D O I T I N T E R N A L LY
PROS1. Culture alignment2. Consistency with other company
messaging3. You know them
CONS1. They’re swamped2. It’s not their priority3. Change management
PROS1. Singular focus2. They can help Marketing, too3. They can help with HR functions, too
CONS1. Marketing won’t like it2. Jack-of-all-trades required3. Cost of FTE
WORK WITH MARKETING
HIRE AN HR MARKETING SPECIALIST
O U T S O U R C E I T
PROS1. Knowledge of internal policies/
processes2. Knowledge of company’s messaging3. Understanding of your workforce needs
CONS1. Typically an additional fee2. It’s not the RPO’s core competency3. Communicating, longer timelines
PROS1. Highly skilled2. Experience3. Out-of-the-box ideas
CONS1. Cost2. Communicating, longer timelines3. Might not align with company
branding
WORK WITH YOUR RPO
CONTRACT A MARKETING AGENCY
H O W W I L L YO U ?
Work with Marketing
Hire an HR Marketing Specialist
Work with your RPO
Contract a Marketing Agency
R P O L A N D S C A P E
Global 2016 RPO market revenue is estimated at $4,172M and grew 13% YOY.
This segment continues to outperform the wider staffing market which experienced growth of 5% in 2016.
Growth is primarily driven by lack of internal bandwidth and ability to service challenging niche markets.
RPO services often extend to employment branding, needs assessment, and market segmentation techniques to optimize the sourcing strategy.
Most effective source of regular/permanent full-time hires?
Clients are adopting more services from their RPO providers:
28%
18%11% 10%
Career Site Referrals Other RPO
35%
Career Site
19%
Video CV & interviews
5%
Gamification
Source: Staffing Industry Analysts
Q U E S T I O N S ?
Ryan [email protected]
www.linkedin.com/in/rbaca
Staci [email protected]
www.linkedin.com/in/staciatrothstaffing
T H A N K YO U