why recruitment marketing now? - lunchwithhaley.com€¦ · proactive about asking for reviews....
TRANSCRIPT
Why Recruitment Marketing Now?A Guide for Staffing Companies in 2020
PRESENTED BY
Matt LozarDirector of Recruitment Marketing
A few months ago,sourcing talent was like looking for a needle in a haystack.
Today,it’s like finding 10 needles…
in 100 haystacks!
The
Data
Unemployment Rate
February 2020 3.5%Lowest percentage in decades
March 2020 4.4%
April 2020 14.7%Highest percentage in decades
May 2020 13.3%Lower, but still high!
Unemployment Claims
March 2020 10.7 million
April 2020 20.2 million
May 2020 12.3 million
48 million Since the middle of March!
But why should we bespending
RIGHT NOW?
How do yougrow a tree in a
flower potof resources?
Building the Case for Recruitment Marketing
• Great talent is still hard to find (it is always hard to find!)• Recruitment budgets have been cut• More noise online
The bottom line:
Recruiting today is about doing more…with less!
Building the Case for Recruitment Marketing
YOU NEED TO:• Source talent faster. In this market, speed wins!• Attract the RIGHT talent…not just any talent.• Tell the right story…so candidates want to work for you.
Building the Case for Recruitment Marketing
YOU NEED TO:• Fight against negative reviews.• Get more ROI from your job board spend.• Convince people to go to work.
It’s a money AND a safety issue.
What Is Recruitment Marketing?
“Recruitment Marketing is everything that goes into getting a job candidate
to click the apply button.”
What Is Recruitment Marketing?
“Recruitment Marketing is getting your jobs filled … with the right people …
faster than your competitors –for the lowest possible cost per candidate.”
It’s time to
DO MOREwith less.
Four Pillars of Recruitment Marketing
CAREER SITE JOB ADS &DISTRIBUTION
SOCIALRECRUITING
EMPLOYMENTBRANDING
Four Pillars of Recruitment Marketing
CAREER SITE JOB ADS &DISTRIBUTION
SOCIALRECRUITING
EMPLOYMENTBRANDING
Why Employer Branding Is Important
Chatbot Study
Job seeker most commonly asked COVID-19 questions:• Company reaction: 47%
• Hiring related: 23%
• Interview related: 11%
Why Employer Branding Is Important
Study on Empathy
• 94% of Americans say empathy is important…
• BUT, only 50% of Americans are empathetic!
Why Employer Branding Is Important
• Health
• Help
• People
• Employees
• Support
Which Posts Generated the Most Engagement
• Social Distancing
• Health Authorities
• Public Health
• Take Care
• Healthcare Workers
What Influences Your Brand?
Traditional Employer Branding• Company values• Testimonials• Awards• Focus / Specialty• Experience• Your recruiters• Community service• Career paths• Conversion rates from temp to full time
What Influences Your Brand?
Today’s Employer Branding• Safety• Remote work opportunities• Remote interviewing• Onboarding process• Technology / Communication
Branding Tactics You Can Implement Right Now
1) Build POSITIVE Reviews
In March, Glassdoor reviews mentioning layoffs increased by 60%.
To protect your reputation, you must bePROACTIVE about asking for reviews.
Branding Tactics You Can Implement Right Now
2) Write Better Job Descriptions
Start your posts with WIIFM“What’s In It For Me,” the job candidate?
Branding Tactics You Can Implement Right Now
3) Address Job-Seeker Concerns• Safety• Full time vs. Part time• Remote availability• Childcare coverage
Branding Tactics You Can Implement Right Now
4) Adjust Your Digital Marketing Imagery• Highlight workplace safety• Show employees wearing PPE
Cost Per Applicant Decreased by 46.6 %!
Branding Tactics You Can Implement Right Now
5) Create Video Content• Showcase your team • Showcase talent • Show how you help others
Four Pillars of Recruitment Marketing
JOB ADS &DISTRIBUTION
SOCIALRECRUITING
EMPLOYMENTBRANDING
CAREER SITE
Your
WEBSITEis your storefront.
“Don’t build your house on rented land.”
Website Tactics You Can Implement Right Now
1) Update your message• COVID-19 response and resources• Community outreach• Safety for your team• New hiring and onboarding
procedures
Website Tactics You Can Implement Right Now
2) Improve your career portal• Mobile friendly• Frictionless application process• Automated job distribution• Talent re-engagement• Job-specific performance metrics
Website Tactics You Can Implement Right Now
3) Use your analytics• Traffic sources• Entry pages• Exit pages
Website Tactics You Can Implement Right Now
4) Then make changes• More CTAs• Better CTAs• Simplify Forms• Visitor Tracking
Website Tactics You Can Implement Right Now
5) Make better decisions• Job-Level Data• Source Tracking
Four Pillars of Recruitment Marketing
JOB ADS &DISTRIBUTION
EMPLOYMENTBRANDING
CAREER SITE
SOCIAL RECRUITING
Social Recruiting Is NOTJust Posting Jobs on Social Media
Social Recruiting
“Using social mediato land ACTIVE job seekers, attract PASSIVE job seekers
and nurture relationships with ALL job seekers.”
Where do we
START?
Social Media Tactics You Can Implement Right Now
1) Share more jobs• Businesses that are reopening• Remote work options• Safe workplaces
2) Show your employer brand• How are you helping people?• How is your business adjusting? • Showcase your values
Social Media Tactics You Can Implement Right Now
3) Target your candidate database• Matched audience advertising• Strengthen your positioning• Reactivate talent• Increase referrals
Social Media Tactics You Can Implement Right Now
Returning visitors
are TWICE as likely to apply for a job!
Four Pillars of Recruitment Marketing
JOB ADS &DISTRIBUTION
SOCIALRECRUITING
EMPLOYMENTBRANDING
CAREER SITE
48% of Jobs Get 2% of Applications… and 6% of Jobs Get 45% of the Budget
Time and money.It’s all about
BALANCE.
Get With the Program(matic)
High Med Low
100 Jobs
50% Budget10 jobs
$0.40 CPC
40% Budget30 Jobs
$0.30 CPC
10% Budget20 Jobs
$0.20 CPC
40 JobsNo
Job Boards: Indeed and ZipRecruiter
RULE: Max Applies = 50
Get With the Program(matic)
Cost/App High Medium Low
Indeed $3.75 $3.50 $2.00
ZipRecruiter $4.50 $3.00 $2.50
Get With the Program(matic)
How Does the 50 Application Rule Work?
Increase Efficiency of Recruitment Spend
1) Stop manually posting!
2) Automate job-title testingand location expansion.
Increase Efficiency of Recruitment Spend
Increase Efficiency of Recruitment Spend
3) Maintain budget flexibilityto deal with uncertainty ofjob orders.
Increase Efficiency of Recruitment Spend
4) Data. Data. Data.
Recruitment marketing isn’t just for big companies.
It’s for YOUR
COMPANY!
https://haleymarketing.com/covid-recovery
Coming Next:
NetSocial. Your Content. Amplified!Tuesday, June 23, 2020 at 2 PM ET
Reserve your seat:
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