the fundamentals of inbound marketing for sourcing

#SST2014

The Fundamentals of Inbound Marketing For Sourcing

#SST2014

2

Matt Charney Executive Editor

Recruiting Daily @mattcharney

@RecruitingBlogs

Today’s Presenter

#SST2014

#SST2014

@mattcharney

@RecruitingBlogs

Let’s Tweet!

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Agenda

• Why Sourcers Should Care About Inbound Marketing

• The Inbound Marketing Process

• Monitoring & Measuring Success

• Content & Engagement Best Practices

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WHY YOU SHOULD CARE ABOUT INBOUND MARKETING

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Similar job responsibilities

Externally focused

Common business vision

Concentration on future

Marketer Recruiter

Attract prospects &

convert to clients

Attract candidates & convert to hires

Recruiting = Marketing

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Initial Relationship and Customer Status (n=28,478) Very Positive (++) Positive (+) Neutral Negative

(-)

I was a customer of the company using their

products/services. 25.20% 29.40% 21.90% 17.00%

I followed the company as a result of thought leadership, or

company innovation. 11.90% 9.10% 7.60% 7.40%

I considered myself an advocate for the company or am a

current employee of the company. 9.80% 7.60% 6.60% 6.60%

I had friends/family that work for the company. 19.90% 16.60% 17.60% 16.80%

I had no relationship with the company. 33.20% 37.30% 46.30% 52.20%

Source: 2013 Candidate Experience Awards

Why Marketing Matters in Recruiting & HR

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60% of the online recruiting process happens before a

candidate ever directly contacts an employer or

recruiter

- Conference Board

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$85 Billion estimated annual spend on

recruitment & retention

$8.9 Billion estimated annual spend on

employer branding

3.2% of total corporate revenue spent on

employer branding

17% of corporate HR departments have added brand in 2014

$3,479 average cost per hire for all

employers in 2013

$15,000 average cost of voluntary

turnover per employee

18% less average salary per worker at

companies with strong employer brand strategies

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Source: Techcrunch, TheNextWeb, ExpandedRamblings

1.2B monthly active

users sharing

4.75B content items daily

243M monthly active

users sharing

500M tweets daily

277M monthly active

users sharing

34M updates daily

of time spent on

social networks

83%

of time spent on

social networks

of time spent on

social networks

1.3% 1.7%

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APPLYING INBOUND MARKETING FUNDAMENTALS TO TALENT SOURCING

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Applicant Conversion Talent Pool Generation Offer/Onboarding

Turn Employees into

Talent Ambassadors

Recruiting Methodology

Inbound Marketing Process

#SST2014 Fundamentals of Inbound Marketing

• Definition: Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.

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Pop Quiz!

Which of the following do you consider “recruiting content”?

a. Blog Posts

b. Job Advertisements

c. Career Site

d. Social Media Career Pages

e. All of the above

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What is recruiting content?

a. Blog Posts

b. Job Advertisements

c. Career Site

d. Social Media Career Pages

Pop Quiz!

#SST2014

Pop Quiz!

When you think about great marketing, what makes it great? When it…

a. Surprises me, like a birthday discount

b. Knows my struggle and I think “wow I worked on that yesterday!”

c. Sends me videos based on my preferences

d. Pulls at my heart strings. I love a good cry

#SST2014

Pop Quiz!

• When you think about great recruiting or HR, what makes it great? When it…

a. Surprises me, like a birthday discount

b. Knows my struggle and I think “wow I worked on that yesterday!”

c. Sends me videos based on my preferences

d. Pulls at my heart strings. I love a good cry

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Applicant Conversion Talent Pool Generation

Seamless Apply Process

Turn Employees into

Talent Ambassadors


Inbound Marketing Methodology

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Primary o Employee Engagement Surveys

o Onboarding Assessments/Exit Interviews

o Employee Focus Groups/Online Panel Research

o Internal Collaboration Tools (Sharepoint, Yammer)

Secondary o Online Company Reviews (Glassdoor, Vault, Indeed)

o Aggregate Data by Industry/Function (Published Benchmarks)

o Third Party Vendors (Search Firms, External Consultants, Agencies)

o Social Media & Word of Mouth

Market Research for HR The bad news for our industry is that we periodically forget that people are

notoriously bad at telling us the truth.

-

Stephen Needle

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Example Persona for HR

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The Payoff

83% Agree that employer brand has significant impact on the

ability to hire great talent.

– Bersin

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Turn Employees into

Talent Ambassadors



#SST2014 We all have motivators.

What gets you AMPT?

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Driver #1: Advancement

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Driver #2: Money

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Driver #3: People

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Driver #4: Technology

#SST2014 #1 #2

#3 #4

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Turn Employees into

Talent Ambassadors



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More than half of employers do not use any tool to capture candidates who do not apply, and about 20% are not sure if they do or not.

• Base: All Qualified Employers: Total (n=374) • Q940 Do you use a lead form or shortened version of your application to capture candidates who do not apply?

Yes 23%

No 57%

Not sure 21%

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Social & SEO: Top performing traffic drivers for online lead generation

Traffic

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Repurpose Content Up to 4x

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The “lead” should be able to glance at your email and, within five seconds, know

the value it provides them.

E-mail Automation

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Turn Employees into

Talent Ambassadors


Marketing Methodology

#SST2014 Inbound Marketing: The Bukowski Test

“Employees are consumers of work. And like all consumers, they have choice.”

– Peter Cappelli

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56%

42%

2%

Rarely

Sometimes

Always

Frequency Of Not Finishing An Application

Applicants = Inbound Leads

• Base: All Qualified Job Seekers (n=316)

• Q1152 Have you ever begun an online application and not finished it due to the number of steps / complexity?

• Base: All Qualified Job Seekers Who Have Begun And Not Finished An Online Application (n=207)

• Q1153 How often do you begin an application and not finish it?

No 40%

Yes 60%

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Job seekers are looking for the personal touch. About 2/3 expect more

personalized communication, and about 2/3 also expect to get a call from HR after

submission.

MORE COMMUNICATION

• Base: All Qualified Job Seekers (n=316)

• Q1180 Do you expect more personalized communication?

• Q1185 Do you expect a call from a recruiter or hiring manager after submitting your applications?

Yes 62%

No 38%

Expect More Personalized Communication

Yes 67%

No 33%

Expect A Call From A Recruiter After Submitting Applications

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Improving Candidate Experience

• Base: All Qualified Job Seekers (n=316) • Q1110 What does a good job search / candidate experience mean to you?

40%

48%

48%

54%

56%

61%

61%

The application submission process allows me to highlight to anemployer my relevant experience and work history

Open jobs for the company are easy to find

Employers respond with phone calls

The application submission process is quick

I am updated on where I am in the process

I am notified if I am not the correct fit for the position

Employers respond quickly throughout the process

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How To Measure Success

• Beginner:

– Unique visits to sites

– Time on Site

– Unique Visitors

• Advanced:

– Incremental lift in applications

– Referrals

– Applicant Lifetime Value

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Guru Level Measurement

• Sentiment Analysis: How passionate are people about your work product? What is market & consumer sentiment about your employer brand?

• Net Promoter Index: Recruiting doesn’t stop at onboarding. Build promoters, not detractors. Retention + Referrals

• Share of Market: P&L impact on business; inbound vs. outbound mix; share of voice (“seat at the table”).

#SST2014 Get Employees Involved

Brand Ambassadors

Employee engagement is more than a survey. Take the time to get to

know your A-players and what makes them tick.

Brand Advocates

Be an enabler, not an enforcer. Provide tools, not red tape.

Brand Builders Know your business – and

what it’s like to be the end

user of your HR product

#SST2014 The Bottom Line • Win on Price Point: Pay Your People Well (easiest fix)

• Win on Word of Mouth: Treat Your People Well (way tougher)

• Win Share of Voice: Train Your People Effectively (Brand Ambassadors, Policy, Formal & Informal Learning)

• Win Sentiment Analysis: Make work aspirational.

• Win Brand Equity: Change the perception of HR by changing the way HR gets done.

#InnovateHR @MattCharney

#SST2014 Stay In Touch!

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@recruitingblogs

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