smashfly recruitment marketing report card for the 2015 fortune 500

SmashFly Recruitment Marketing Report Card for the 2015 Fortune 500

September 2015

© 2015 SmashFly Technologies. All rights reserved. #RMreportcard

© 2015 SmashFly Technologies. All rights reserved.

• Study Premise • Key Findings • Methodology • Glossary of Terms • How the 2015 Fortune 500 Scored • The Dean’s List • Front of the Class Sectors • Back of the Class Sectors • Use of Recruitment Marketing

Practices

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• Recruitment Marketing Practices & Examples – Employee Stories – Messaging by Job Family – Talent Network Form – Career Social Channels – Careers Blog – Images & Videos in Job Descriptions – Mobile Friendly (home, search, apply) – Initiatives (campus, diversity, veteran)

• 2015 Fortune 500 Demographics • About SmashFly Technologies

Table of Contents What’s inside the SmashFly Recruitment Marketing Report Card

© 2015 SmashFly Technologies. All rights reserved. 3

Study Premise Why create a Recruitment Marketing Report Card?

• Unemployment is at a seven-year low, and it’s taking 8% longer and costing 7% more to hire, according to Bersin.

• Recruiters understand that the talent acquisition universe has changed. Candidates are like consumers. They have choices. They research a new employer the same way they research products they want to buy, and they expect the process of engaging with a prospective employer to be hyper relevant and transparent. It’s not enough to have good jobs. You need to prove your employer brand, culture, benefits and growth opportunities, and prove yours is better than the competition.

• With talent acquisition changing so rapidly, it’s vital to ask these questions: Are potential candidates aware your organization exists? Are your jobs readily found when someone is searching? Is your career site messaging targeted to your candidate personas? Can candidates easily engage with your organization on social and mobile? Is your employer brand attractive and compelling? Is your apply process frictionless? Are you top of mind when that great candidate is ready to make a career move? (continued)

http://www.usatoday.com/story/money/business/2015/09/10/jobless-claims-unemployment-benefits-economy-jobs/71997584/

http://www.bersin.com/blog/post/Benchmarking-Talent-Acquisition-Increasing-Spend2c-Cost-Per-Hire2c-and-Time-to-Fill.aspx


Study Premise (continued) Why create a Recruitment Marketing Report Card?

• To proactively attract and engage today’s consumer-minded candidates, modern recruiting organizations of all sizes are adopting best-practice Marketing principles and adding Recruitment Marketing skills to their teams to give their strategies an edge.

• A recruiter’s job is to convert applicants into hires. A recruitment marketer’s job comes first: to attract leads and convert them into applicants, so recruiters have more qualified applicants to select from. Implemented effectively, Recruitment Marketing can enable you to build pipelines of interested and qualified candidates for all your key positions, so that you’re ready to hire an amazing workforce that will fuel your organization’s growth.

• This report analyzes the use of Recruitment Marketing practices by the 2015 Fortune 500. It provides a view into which best-practice Marketing principles are currently being used by the largest recruiting organizations, which best practices are emerging and which best practices are largely untapped. By reading this report, talent acquisition teams can learn how their strategies compare and which practices they should invest in to better compete and even gain an edge.


Key Findings What the data shows about the adoption of Recruitment Marketing

• Recruitment Marketing best practices are rapidly being adopted by talent acquisition teams that want a strategic advantage in the competition for the best candidates.

• The 2015 Fortune 500 earned a “C” average in their use of Recruitment Marketing. Their overall grade was “good” but could be further improved by:

– Offering targeted messaging for candidate personas on their career site, – Increasing their adoption of mobile and social recruiting practices, and – Adding a talent network form to capture leads before they are ready to apply.

• 13 companies (3%) earned an “A” and a spot on the Dean’s List for their full use of modern Recruitment Marketing practices to attract, nurture and convert leads into qualified applicants.

• 70 companies (14%) earned their way onto the Mobile Friendly Honor Roll for their end-to-end mobile friendly candidate experience, from career site to job search to apply. This is exceptional given that most companies’ career sites, job search engines and apply processes are managed by three different systems.

• Companies from the Technology industry sector ranked highest in their use of Recruitment Marketing. The Wholesalers industry sector ranked lowest in its use of Recruitment Marketing.

Methodology A look behind the data in this SmashFly report

• In July-August 2015, SmashFly analyzed the career websites of the 2015 Fortune 500 to understand their use of Recruitment Marketing practices. Practices assessed were publicly available via the Internet and covered 13 categories – see slide 12 for the list.

• For holding companies without a career site, a subsidiary of the company was chosen. However, 1% of the 2015 Fortune 500 have NO career site, resulting in N/A across many categories and earning them a score of 0 and a grade of F.

• Financials / Insurance are companies listed by Fortune 500 in the Financial Sector, Insurance Industry, in order to view Insurance companies separately.

• Mobile Friendliness was determined by Google’s Mobile Friendly Test Tool, found here. Web pages were visited from one or more devices, including a PC, a Mac, an Android smartphone and an iPhone.

• For each category, a numerical point value of 3, 2 or 1 was given, based on SmashFly’s assessment of the importance of that Recruitment Marketing practice. If the company demonstrated use of a practice, SmashFly gave full credit for the point value available in that category, even if the company’s implementation was less developed compared to other companies. Even still, the interpretation of some practices is subjective.

• Points were tabulated for each company to form a score, and the total score was translated into a grade as follows: A=25–21 points; B=20-14 points; C=13–7 points; D=6-1 points; and F=0 points.

• Note that websites are not static; some information may have changed since this research was conducted. In addition, some companies use different recruiting systems for different talent pools, such as hourly versus professional. The data in this report reflects the candidate experience of one talent pool chosen at random.

6 © 2015 SmashFly Technologies. All rights reserved.

http://fortune.com/fortune500/

https://www.google.com/webmasters/tools/mobile-friendly/


• Recruitment Marketing – Every tactic (i.e., content, email, social media, mobile, career sites, employee referrals, talent networks/communities, job marketing, employer branding, etc.) an organization uses to find, attract, engage and nurture leads in order to convert them into more qualified applicants to fill jobs now and in the future.

• Recruitment Marketing Platform – Software that automates, manages and measures recruitment marketing tactics.

• Talent Network – Web form that lets candidates opt-in to receive employer brand communications and job alerts before they have applied for a job.

• Google Mobile Friendly – Google service that analyzes whether a site is deemed "mobile friendly" by Google’s search engine algorithm for viewing on a mobile device.

• Fortune 500 – Annual list compiled and published by Fortune magazine that ranks the 500 largest U.S. corporations according to gross revenue excluding excise taxes.

• Applicant Tracking System – Software that manages the acceptance of online applications and hiring process.

• Candidate Persona – Definition of an ideal candidate, based on characteristics such as skills, education, etc.

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Glossary of Terms Recruitment Marketing terminology at a glance

https://www.google.com/webmasters/tools/mobile-friendly/


How the 2015 Fortune 500 Scored This year’s Fortune 500 class earned a “C” average with a score of 9.86

“A” 3%

“B” 24%

“C” 41%

“D” 27%

“F” 5%

The 2015 Fortune 500 are doing a “good” job in their use of Recruitment Marketing but can gain a competitive advantage in talent acquisition by providing more targeted messaging, improving mobile and social recruiting, and adding talent network forms to capture leads before they’re ready to apply.


57%

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The Dean’s List – Companies Scoring “A” 13 companies scored 21 or higher, earning them top marks

13 companies (3%) are exceptional in their use of modern Recruitment Marketing practices to attract, nurture and convert leads into qualified applicants.

Company Name Grade Score Fortune Rank Express Scripts A 23 22 Johnson & Johnson A 23 37 General Mills A 23 171 Kelly Services A 23 471 AT&T A 22 12 Comcast A 22 43 UPS A 22 47 Allstate A 22 89 CDW A 22 253 Hilton Worldwide Holdings A 22 280 Stryker A 22 300 Xcel Energy A 21 255 Expedia A 21 458 Grades: A=25–21 points; B=20-14 points;

C=13–7 points; D=6-1 points; and F=0 points.


Front of the Class – Sectors with Most “As” & “Bs” 27% (134) have great Recruitment Marketing chops

Industry Sector # of Companies with As & Bs

% of Sector

Technology 16 39% Financials 13 36% Health Care 13 34% Retailing 14 30% Energy 19 28% Financials / Insurance 10 27% Food, Beverages & Tobacco 5 20% Wholesalers 4 14%

Technology sector has

largest percentage of

companies earning As

and Bs

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Back of the Class – Sectors with Most “Ds” & “Fs” 32% (160) earned a failing or near-failing grade

Industry Sector # of Companies with Ds & Fs

% of Sector

Wholesalers 16 57% Energy 29 42% Financials 15 42% Retailing 14 30% Financials / Insurance 11 30% Food, Beverages & Tobacco 6 24% Health Care 9 24% Technology 9 22%

Wholesalers sector has

largest percentage of

companies earning Ds

and Fs

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Use of Recruitment Marketing Practices What the 2015 Fortune 500 was graded on

Recruitment Marketing Practice % Doing Employee Stories 57% Messaging by Job Family 49% Join Talent Network or Talent Community 27% Social Icons For Careers 33% Careers Blog / Candidate Resources 9% Images in Job Description 1% Videos In Job Description 1% Mobile Friendly Career Site Homepage 59% Mobile Friendly Job Search Page 36% Mobile Friendly Apply To Page 38% Student, Campus or Internship Page 67% Diversity Page 62% Military Page 35%

Most Used Practices

Emerging Practices

Untapped Practices

Messaging

Opt-in

Social

Branding

Mobile

Initiatives


Employee stories let candidates hear from future coworkers in their own voice about their career experience at your organization.

57.2% No

42%

Yes 57%

N/A 1%

Best Practice: Employee Stories 57% (286) share stories of employees on their career site

Kimberly Clark features employees and their career paths with the company

© 2015 SmashFly Technologies. All rights reserved. 14 14

Messaging by Job Family provides career site content specific to departments or business units, delivering a targeted candidate experience.

26.8%

Best Practice: Messaging by Job Family 49% (244) offer landing pages and content for key job families

No 50%

Yes 49%

N/A 1%

Wynn Resorts features careers such as casino jobs, hotel jobs, retail jobs, etc.


Talent network forms let candidates opt-in to your employer brand communications, so you can nurture them until they’re ready to apply. By adding the form to the apply flow, you can capture contact information for candidates that may drop off.

26.8%

Emerging Practice: Talent Network Form 27% (134) let candidates join their talent network without applying; 9% include the talent network form in the apply flow

No 72%

Yes 27%

N/A 1%

Lockheed Martin captures pre-applicants in its own database for sourcing warm leads


Career-specific social channels let you keep candidates engaged with career-targeted content and showcase your employer brand and culture.

32.6%

Emerging Practice: Career Social Channels 33% (163) promote career-specific social channels on career site

No 66%

Yes 33%

N/A 1%

Sodexo features career-specific social icons throughout its career site, encouraging candidates to engage

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27% A careers-specific blog communicates directly with candidates about your culture and jobs, and positions your organization as a valued resource.

9%

Untapped Practice: Careers Blog 9% (45) have a careers blog promoted beyond a corporate blog

No 90%

Yes 9%

N/A 1%


Cisco’s “Life at Cisco” blog shares employee stories and offers IT career advice


27%

Untapped Practice: Images & Videos in Jobs. Few companies make use of images & videos to enhance job listings

No 98%

Yes 1%

N/A 1%

Images and videos in job descriptions bring a company’s employer brand to life in the most important call-to-action: apply now.

WestRock embeds videos in job descriptions to help drive applicant conversions

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27% 58.8% A career site homepage deemed “mobile friendly” using Google’s algorithm released April 2015 ensures candidates can find and browse your site from their smartphone or tablet device.

Best Practice: Mobile Friendly Career Site 59% (294) have a “Google mobile friendly” career homepage

No 40%

Yes 59%

N/A 1%


Tractor Supply’s career site is optimized for mobile devices, ensuring candidates can learn more anytime, anywhere

http://googlewebmastercentral.blogspot.com/2015/04/rolling-out-mobile-friendly-update.html

27% A job search engine that is deemed mobile friendly by Google ensures your jobs are easily found by candidates searching from their mobile devices.

35.6%

Emerging Practice: Mobile Friendly Job Search 36% (178) have a “Google mobile friendly” job search engine

No 63%

Yes 36%

N/A 1%


CDW ensures that not only its career site, but also each job description, can be easily found and viewed from smartphones and tablets

A mobile friendly apply process ensures job seekers can easily apply for your jobs from their mobile device, minimizing drop off.

Emerging Practice: Mobile Friendly Apply 38% (190) have a “Google mobile friendly” apply process

No 60%

Yes 38%

N/A 2%


Republic Services’ apply process is optimized for smartphones and tablets

Mobile Friendly – Top Sectors Energy, Retailing, Technology & Health Care are most Mobile Friendly

Energy 13% Retailing 11% Technology 10% Financials / Insurance 9% Health Care 8% Financials 7% Food, Beverages & Tobacco 5%

Retailing 12% Energy 11% Health Care 11% Technology 9% Financials / Insurance 6% Transportation 6% Financials 6%

Retailing 12% Energy 10% Health Care 9% Technology 7% Financials / Insurance 7% Financials 6% Wholesalers 6%

Mobile Friendly Career Homepage

Mobile Friendly Job Search

Mobile Friendly Apply Process


Mobile Friendly Honor Roll 14% (70) have an end-to-end mobile friendly candidate experience, from career site homepage to job search to apply process


Allstate Dow Chemical Johnson & Johnson Priceline Group Altria Group eBay Kelly Services Prudential Financial American Express Ecolab Kindred Healthcare Republic Services AT&T Eli Lilly Kroger SanDisk AutoNation Expedia Lansing Trade Group Sears Holdings Biogen Express Scripts Liberty Interactive Corporation Stryker BNY (Bank of New York Mellon) Freddie Mac Liberty Mutual Insurance Group Time Warner Boeing General Mills Lithia Motors Union Pacific Calumet Specialty Products Partners Genuine Parts LKQ United Technologies CarMax Google Macy's UnitedHealth Group Casey's General Stores Group 1 Automotive Marathon Petroleum UPS CBS HCA Holdings McKesson Visa CDW HD Supply Holdings Netflix W.W. Grainger Centene Hilton Worldwide Holdings Nike Western Union Cisco Systems HollyFrontier NRG Energy Wyndham Worldwide Comcast Honeywell International Office Depot Xcel Energy Core-Mark Holding Intel Oneok DISH Networks JetBlue Airways O'Reilly Automotive

Campus-specific messaging and content attracts students seeking internships and first-time jobs.

Best Practice: Campus Initiative 67% (333) message directly to interns and first-time job seekers

No 32%

Yes 67% N/A

1%

McGraw Hill Financial lets students hear directly from former interns now working for the company


Best Practice: Diversity Initiative 62% (311) have content dedicated to diversity policy and inclusion

Workforce diversity messaging shows candidates your commitment to inclusion.

No 37%

Yes 62%

N/A 1%

Allstate demonstrates that diversity is a top priority to prospective applicants


Emerging Practice: Veteran Initiative 35% (174) message directly to transitioning military and veterans

No 64%

Yes 35%

N/A 1%

Military-specific messaging taps into a highly skilled talent pool of transitioning military and veterans. Home Depot is on a mission to hire 55,000 veterans,

and has a micro-site devoted to the initiative



Fewer than 100 Employees

0% 100 - 1,000 Employees

1% 1,001 - 5,000

Employees 8%

5,001 - 10,000 Employees

14%

10,001 - 50,000 Employees

49%

Over 50,000 Employees

28%

2015 Fortune 500 – Employee Size 77% (385) have more than 10,000 employees

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2015 Fortune 500 – Top 10 Sectors 75% (373) come from 10 industry sectors

Financial / Insurance 15% Energy 14% Retailing 9% Technology 8% Health Care 8% Wholesalers 6% Food, Beverages & Tobacco 5% Materials 4% Transportation 4% Business Services 3%


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2015 Fortune 500 – Geography Distribution of companies according to regions, by HQ state


17%

32%

26% 25%

About SmashFly Technologies Marketing automation software for modern recruiting organizations


SmashFly’s award-winning Total Recruitment Marketing Platform enables talent acquisition teams to find, attract, engage, nurture and convert leads into qualified applicants using a centralized management system that automates and measures recruiting strategies and programs.

Customers use SmashFly to unite their previously disconnected recruiting tools into an integrated software platform for Job Distribution, Candidate Relationship Management, Talent Networks, mobile-responsive and SEO-optimized Career Sites, Employee Referrals, Social Recruiting and Recruiting Analytics. Used to target pre-applicants in the front-end of the talent acquisition process, SmashFly integrates with any applicant tracking system (ATS) to provide unparalleled, real-time analytics on the sources that produce the best hires for the organization. Learn more at smashfly.com.

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smashfly recruitment marketing report card for the 2015 fortune 500

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