recruitment marketing in 2017: how the fortune 500 (and you!) stack up


W h a t i s t h e R e c r u i t m e n t M a r k e t i n g

R e p o r t C a r d ?


• 5.6 million job openings – just shy of all-

time high CNN Money

• Baby boomers retiring at unprecedented

rate Slate

• Millennials stay in positions an average of

2 years CNN Money

• Unskilled workers, higher employer

expectations, fewer job training programs

– skills gap is widening Challenger Gray & Christmas

• BOTTOM LINE: IT’S GETTING HARDER

TO HIRE CONSISTENTLY

WHY IT’S IMPORTANT

#RMReportCard

http://money.cnn.com/2016/02/09/news/economy/america-5-6-million-record-job-openings/

http://www.slate.com/articles/business/moneybox/2016/02/baby_boomers_retirements_could_cripple_professions_like_air_traffic_controller.html

http://money.cnn.com/2016/04/12/news/economy/millennials-change-jobs-frequently/

https://www.challengergray.com/press/press-releases/2016-outlook-hiring-wages-expected-increase-layoffs-subside

According to research by PwC,

93% of CEOs recognize the need

to change their strategy for

attracting and retaining talent.


HOW ARE ORGANIZATIONS EVOLVING THEIR STRATEGIES?

2015 Report Card

• Content

• Social

• Employer Branding

• Mobile

• Initiatives

• Talent Network Opt-in

2016 Report Card

• Content

• Social

• Employer Branding

• Mobile

• Initiatives

• Talent Network Opt-In

• Talent Network Nurture

• Personalization

• SEO


H o w d i d t h e 2 0 1 6 F o r t u n e 5 0 0

p e r f o r m ?


• The 2016 Fortune 500 earned an average grade of C

• 22 companies made the “Dean’s List” by scoring an A, compared

to 13 in 2015

• 27% increase in A’s and B’s compared to 2015’s class

• Two sectors – Industrials and Aerospace and Defense – tied for

best average grade (B)

• Valedictorian – Telecommunications (58% earned an A)

REPORT CARD OVERVIEW

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• 23% (113 companies) were in the “Back of the Class,” scoring a D or an F

• 29% decrease in D’s and F’s compared to 2015’s class

REPORT CARD OVERVIEW

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U s e d b y o v e r 5 0 % o f t h e 2 0 1 6

F o r t u n e 5 0 0


Used by over 50% of the 2016 Fortune 500

BEST PRACTICES

75%

69%

64%

55%

53%

Diversity content on career site

Mobile-friendly career site homepage

Mobile-friendly job search

Military/veteran content on career site

Job families content on career site

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© 2016 SmashFly Technologies12 © 2016 SmashFly Technologies12

Dedicated content and

messaging to specific job

families on your career site

BIGGEST OPPORTUNITY:


U s e d b y o v e r 2 0 % o f t h e 2 0 1 6

F o r t u n e 5 0 0


1. Search Engine Optimization (SEO)

2. Candidate-Focused Content

3. Employer Branding

4. Mobile-Friendly Career Site

5. Career-Dedicated Social Presence

OVERVIEW: EMERGING PRACTICES

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49%

94%

0% 20% 40% 60% 80% 100%

Job landing pages search engineoptimized

[Company Careers] is first result onGoogle

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SEO landing pages for every job,

plus relevant content at the top and

bottom of each job description

#RMReportCard


42%

14%

Outline application process

Candidate blog and/or resources

#RMReportCard


Job advice,

interview

expectations,

candidate

resources

#RMReportCard


45%

41%

31%

20%

13%

5%

3%

1%

Employee stories on career site (video)

Employee stories on career site (written)

Email designed with company brand and colors

Unique content embedded in job descriptions

Link to Glassdoor

Email sent from company domain

Unique content in sidebar on job descriptions

Glassdoor widget on career site

#RMReportCard


44%

64%

69%

0% 20% 40% 60% 80%

Mobile-friendly apply

Mobile-friendly job search

Mobile-friendly homepage

#RMReportCard


Pepsico offers a mobile-optimized candidate experience throughout all facets of recruiting, plus a mobile

app for job seekers.


24%

29%

65%

0% 20% 40% 60% 80%

Social content other than jobs

Social careers profile or hashtag

Social sharing within job descriptions

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1. Link to social careers channels from career site

2. Add Glassdoor button or widget to give

candidates a direct route to reviews and

ratings

3. Add social share buttons to job descriptions

Quick Wins

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U s e d b y l e s s t h a n 2 0 % o f t h e 2 0 1 6

F o r t u n e 5 0 0


1. Email Nurture

2. Personalized Content

3. Talent Networks

OVERVIEW: UNTAPPED PRACTICES

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1%

16%

45%

85%

24%

44%

Send content other than jobs

Join talent network/job alerts in apply flow

Send regular email communication

Send confirmation email after signup

Join talent nework from career site

Sign up for job alerts from career site

14%

15%

48%

Job alerts require credentials

No email opt-out offered

Never sent email post-confirmation

#RMReportCard

© 2016 SmashFly Technologies29 © 2016 SmashFly Technologies29 #RMReportCard

Monthly newsletter with behind-the-scenes info, job tips, industry news,

etc.!


• A Recruitment Marketing Platform allows you to automatically send an email

reminder to candidates who don’t complete their application.

– The results? 15% percent more applications for every job.

Quick Wins


3%

3%

8%

12%

53%

0% 10% 20% 30% 40% 50% 60%

Auto remind to complete application

Unique content in job descriptions

Personalized job reccomendations oncareer site

Candidates choose contact frequency

Job families content on career site

#RMReportCard


Targeted job trailers!

#RMReportCard


16%

24%

0% 10% 20% 30%

Join talent network/job alerts in applyflow

Join talent nework from career site

#RMReportCard


20% of the Fortune 500 send at least monthly communications – but only 1% send content other than job alerts

BIGGEST OPPORTUNITY:


I n t e r p r e t i n g r e s u l t s – a n d n e x t s t e p s


1. Enable candidate leads to opt in to an employer’s Talent Network or sign

up for job alerts without needing to first apply for a job

2. Nurture leads with regular, personalized email communication to stay top of

mind and convert leads into qualified applicants when the timing is right

3. Share content other than jobs through email and social channels in order to

attract and engage candidates

Biggest Recommendations for the Fortune 500 (and You)

#RMReportCard


• Download the Recruitment Marketing Report Card for the 2016 Fortune 500

for an in-depth analysis of the best-practice marketing principles being used

by the largest recruiting organizations, which practices are emerging, and

which are largely untapped.

http://www.smashfly.com/resources/research/2016-fortune-500-recruitment-marketing-report-card/