diversity recruiting in 2015 hire clix webinar - diversity candidate network - dcn

31
Diversity Recruiting in 2015 Going Beyond Compliance Driven Solutions

Upload: hireclix

Post on 14-Jul-2015

167 views

Category:

Recruiting & HR


0 download

TRANSCRIPT

Diversity Recruiting in 2015

Going Beyond Compliance Driven Solutions

Today’s Discussion

• About HireClix• Diversity Recruiting Today – OFCCP & Diversity Boards• Understanding the Diversity Candidate Network• Customized Targeting for Each Organization’s Goals• Campaign Source Tracking with your ATS• Questions

HireClix – Digital Recruitment Marketing Agency

• Based outside of Boston – Gloucester, MA• Core Digital Marketing Team from Monster.com• Consumer Ad Agency Approach Focused on Recruiting• Independent Advisor – Media & Technology• Develop Campaigns for Key Recruiting Initiatives

•Diversity, Campus & More• ATS Analytics Practice – Strategically Leverage Data• Zealous Service

Diversity Recruiting in 2015

Diversity Recruiting Today – OFCCP & Diversity Boards

5

Diversity Recruiting Today - OFCCP

OFCCP Compliance

Compliance = GoodOverall Candidates = Fair

Delivering Diverse Talent = Poor

Diversity Recruiting Today – Job Boards

Post and and hope candidates find the site and then find your job…

Diversity Job Sites get Fragmented

Diversity Sites versus Consumer Site

Diversity Sites versus Consumer Site

Diversity Sites Rapidly Fragment

Understanding the Audience:• Reduce Relevant Visitors for Geography• Reduce Relevant Visitors for Functional Role• Consider Placement on Site – Where do my jobs appear?

Diversity Sites Rapidly Fragment

Understanding the Audience:Reduce for GeographyReduce for Functional RoleConsider Placement on Site

Will Your Job be Seen?Google Search Metrics –On average, 71.33% of searches result in a page one organic click. On the first page alone, the first 5 results account for 67.60% of all the clicks. Page two and three get only 5.59% of the clicks. Source: Moz.comhttp://moz.com/blog/google-organic-click-through-rates-in-2014

Diversity Sites Struggle with Volume

Understanding the Audience:Reduce for GeographyReduce for Functional RoleConsider Placement on Site

Diversity Candidate Network

Proactively targeting diverse candidates where they spend time…

Diversity Job Sites

Diversity Candidate Network Campaign

• Targeted Recruitment Ads Follow the Audience

Defining a Targeted Diversity Audience

Target Diversity Goal Target Geography Target by Job Criteria

• Race• Ethnicity• Sex• Veteran• Etc.

• Select Markets• Local vs. National• Campus • Hyper-targeted

• Functional Area• Education• Job Title• Income Level• Interests• Skills

Diversity Targeting - Region, Candidate & Website

Targeting by DMA

Targeting by Area Code

Targeting by City & State

Major Media Sites

Diversity TargetingTargeting by DMA

Targeting Diverse Tech Talent

Combine Diversity Goal with Functional Area

Functional Job Area

Strategically Recruiting Veterans

Making a Push for Hiring Veterans in the Boston area

Estimated Reach:50,000

19

DCN – Diversity Recruiting

Branded Recruitment Advertising to Consumers

Social Media Ads for Diversity

Facebook Advertising for Diversity

Facebook Advertising

• Drive Candidates to Specific Roles• Targeting Based on Job Titles & Competitors + Diversity

Add Diversity Criteria

Targeted Diversity Ads on LinkedIn

LinkedIn DirectAds for Diversity

• Drive Candidates to Field Opportunities• Targeting Based on Geography, Job Titles, Relevant Groups, Job Function, Industries, Skills & Competitors

Add Diversity Criteria

Targeting Women in Sales on LinkedIn

Tracking Campaigns with your ATS

ATS Tracking - Measuring Recruiting ROI

Cost Per Apply

Advertising Channel

Total Cost Clicks CPC Applies CTA CPAQuality

Applicants

Quality Applicant

Conversion Rate

CPQA

DCN Campaign 1 $17,554.59 3352 $5.20 1,510 4.5% $11.63 87 5.76% $201.78

DCN Campaign 2 $6,236.65 1609 $3.90 513 3.2% $12.16 18 3.51% $346.48

DCN Campaign 3 $2,900.00 175 $1.65 246 14.0% $11.79 16 6.50% $181.25

DCN Campaign 3 $424.07 50 $8.50 13 2.6% $32.62 1 7.69% $424.07

DCN Campaign 4 $621.45 11 $57.00 3 2.8% $207.15 0 0.00% $621.45

DCN Campaign 5 $481.25 167 $2.90 54 3.2% $8.91 0 0.00% $481.25

DCN Campaign 6 $6,808.70 1991 $3.40 505 2.5% $13.48 29 5.74% $234.78

Total $35,026.71 7,356 $4.80 2,844 3.9% $12.32 151 5.31% $231.96

Questions?

Diversity Candidate Network Pricing

What’s Included….• Create Customized Diversity Audiences• Collaborate on Branded Diversity Messaging• Leverage ATS Tracking • Measure Results• Typically $10,000 campaigns

• CPM is typically $10-$50• Targeted Diversity Impressions 200,000 – 1M

Next Steps

• Share Internal Resources used for Diversity Efforts• Strategic goals, diversity mix by location, EEO reporting• Support groups, affinity groups, campus efforts, etc.

• Agree on Diverse Candidate Targeting and Goals• Discuss needs by functional area, geography & diversity goals• Discuss ‘call to action’ – Apply vs. Talent Community

• Build out DCN Campaign Assets• Create fully branded diversity recruitment advertising ads• Establish tracking codes with the ATS

• Measure Results

Diversity Targeting by Audience Process

• Identify Diversity Needs in an Organization

• Create Customized Diverse Audiences to Target

• Build Branded Diversity Messaging

• Leverage ATS Tracking

• Measure Results & Optimize the Campaign