Think Like a Marketer – and Ace Your Recruiting Results Presented by: Will Staney, Director of Recruiting, Strategic Programs
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Agenda
• Keep pace with candidates’ changing expectations
• Leverage the corporate brand to enhance your employer brand
• Use in-depth analytics to see what works, and tweak strategies in real time
• Ride the wave of new technologies and best practices
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The Talent Shift
Realignment of Recruitment Funds With Target AudiencesGives Valuable Time Back to Recruiters and Drives ROI
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Sourcing Confusion & Lack of Integration
Craigslist
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Companies need a multi-channel marketing strategy for their jobs that uses analytics to measure the effectiveness of those channels so they can adjust their strategy in real time.
Keep pace with candidates’ changing expectations
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The modern workforce
looks like this
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By 201447% of workers
will be born after 1980
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Every day, they use apps like this
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To deliver business value, you must
attract, retain, and excite the best new talent
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The world of recruiting has changed
Yesterday Today
Getting The Best Hires Is Everything
Recruiter tools Tools for everyone
Job boards Social recruiting
Silo’ed recruiting Integrated recruitingJob Hunters Passives are Possible
Automation Business results
Applications Referrals External Candidates Internal Candidates
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In fact…
300+ million job searches start in a search engine (at least!)
90% of candidates don’t apply the first time they see an interesting job
While many companies talk about quality of hire, few companies have a comprehensive and systematic measurement approach
Leverage the Corporate Brand to Enhance your Employer Brand
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Leverage the Corporate Brand
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Stay Consistent with your branding on Multiple Channels
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Leverage the Corporate Brand
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Leverage the Corporate Brand
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Source Where Your Brand Is
Use in-depth analytics to see what works, and tweak strategies in real time
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Social Hiring Stats 2012 - LinkedIn
Visits:1,835,258
Apply:381,462
Interview:4,672
Hires:368
Apply/Hire: 1,037
Visits:1,058,793
Apply:69,615
Interview:1,659
Hires:152
Apply/Hire: 458
Job Slots
Groups, Status, etc
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Visits:491,434
Apply:7,467
Interview:574
Hires:219
Apply/Hire: 34
Social Hiring Stats 2012 - Facebook
Visits:161,722
Apply:1,156
Interview:54
Hires:10
Apply/Hire: 116
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Candidates
ATS System
Reporting & Analytics
Job Marketing
Recruiting Events
Branding & Campaigns
College, Diversity
Recruiting Campaigns
Recruiter Contacts
CRM(Passives)
Talent Community
Employee Referrals
Sourcing Tools
Job Boards
Search Engines
Channels & Platforms
Mobile Recruiting
Social Recruiting
Job Distributor
Job Publishing
Job Feeds (RSS/XML)
Job Aggregators
Niche Boards
Social Pages
SocialNetworks
Social CRM
Social Apps
Social API Integration
Use a Multi-channel Marketing Approach
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Attract talent Select the best
Trend: Automation and Optimization of Technology
Job Boards
Sourcing Tools
HeadHunters
Campaigns & Events
Military & Diversity
Mobile & Micro Sites
Social Recruiting
CRMReferral Tracking
Unable to Measure
Don’t Know what works
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Attract talent Select the best
Job Boards
Sourcing Tools
HeadHunters
Campaigns & Events
Military & Diversity
Mobile & Micro Sites
Social Recruiting
CRMReferral Tracking
Unable to Measure
3. Don’t Know what works
1) Solutions Are Focused on Selection(From Apply to Hire)
2) 2/3 of the Hiring Process Happens Outside of the Applicant Tracking Solution (ATS)
Most Common Recruiting Model Today
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Traditional Marketing did this too…
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Attract talent directly to you Engage and capture talent inside and out
Select the best faster and easier
Redefining Recruiting Solutions
Measure
Know what works
A Strategic Marketing Model for Recruiting
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How to Recruit BetterCandidate Sourcing and Relationship
Attract Engage Measure
Search Engines
Social Media& Networks
TargetedJob Sites
ReferralMarketing
Social Media& Applications
Talent Community
Mobile Career Site
Career Site & CandidateExperience
Channel SourceEffectiveness
Talent Engagement Metrics
Media Performance
Talent SupplyChain
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Sourcing Confusion & Lack of Integration
Candidates
ATS System
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SuccessFactors Globally Optimizes Recruitment Marketing Operations
Recruiting Marketing
Social Network Integration
Search Engine Optimization
Candidate Campaigns
Employee and Public Referrals
Candidate Sourcing Events
Mobile Career Site
Internal Mobility
Job Site Distribution
Talent Community
Career Site Hosting
Recruiting Management
Recruiting Metrics
• Key Perf Indicators• Brand/Visitor Traffic• Campaigns/Activity• Converts/Captures• Cost Per Apply/Hire• Time To Fill/Quality
Sourcing Spend$$$$
Advanced Analytics
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Measuring What’s Working
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Recruiting Analytics – Full Line of Sight
Sourcing Mix
• Compare your front end sourcing mix with downstream hiring results
• What sources drive more traffic to your website and yield greater hires
• What sources have the best ROI
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Stay Consistent with your branding on Multiple Channels
Attract:
• Social sourcing and employer branding: Facebook, Twitter, YouTube, LinkedIn, Instagram, Google+, Glassdoor
Engage:
• Dynamic content, incl. our employees’ stories draws back to RMK hosted career site for analytics
• Streamline the candidate experience with RMK/RCM SSO (apply for a job in minutes!)
Measure:
• Career site traffic increase from 10k/yr to over 500k visits/yr with 10% coming from mobile alone
• Managing all recruitment advertising campaigns in Recruiting Dashboard (PPC, aggregators, recruiter direct sourcing, etc)
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Great stories here
Reduction in Head Hunter Fees of $4.5MM in Q4 2010, 19% (16 day) reduction in time to fill for key positions
Increased recruiter efficiency: 25%, Reduced new facility time-to-fill: 18%,
Reduced turnover: 9%, Increased revenue-per-trainer: 7%
Reduced total advertising spend $11 M in two years while apply rate increased 40%
Saved $500K in Media Spend in 1st year, Talent Community e-mail drove 9.1% of applies.
Ride the wave of new technologies and best practices
Questions?