BEYOND POST AND PRAY - National Association for Health Care Recruitment … Presentation... ·...

BEYOND POSTAND PRAY

Proactive Approaches That Work

“Reach Candidates, Engage, Hire”

Overview of Tools Seeing Increased Adoption in Past 2 Years

• Social Media

• Programmatic Advertising

• Video Usage

• Sourcing Solutions

Today’s Agenda

SOCIAL MEDIA Where Content is King

Poll Question

Which answers most closely describes how your organization is currently using Social Media?a. To post jobs onlyb. Highlighting jobs and other career contentc. All of the above and social listeningd. Wanting to start using Social strategiese. Not using Social Media

94% of working Americans visit companies social media pages while in a job search

- The Modern Job Seeker Report, 2017

by iCIMS

SOCIAL JOB DISTRIBUTION

Our Solution distributes and optimizes your jobs across social and professional networking sites:

• Continuous job feed

• Analytics by individual job

• Improved organic ranking

• Automated and integrated with your ATS

ON THE HORIZON

REACH • ENGAGE • HIRE

How will they evolve?

• Facebook• More mobile video • Harder for businesses to reach consumers with new algorithm • Messenger Ads • Facebook Groups – key opportunity for brands to establish themselves in

order to reach more consumers

• Twitter• Video focus with artificial intelligence recognition for more interaction • Algorithm improvements • Crackdown on bots

• YouTube • Will be used as the No. 1 mobile streaming platform • Emphasis placed on high-quality creators

• Instagram • New advertising with ads inside of stories • Campaigns fueled by a branded hashtag • Storytelling from a marketing standpoint through Instagram stories

• LinkedIn• Make source for professionals to consume content • Video, ads, chat features

REACH • ENGAGE • HIRE

What will the challenges be?

• Organic reach • Finding solutions for the decline • Pay to play in 2018

• Keeping pace with the algorithmic shifts and social network innovation • Proving the ROI of existing strategies

Testing and Reporting • How will consumers use social networks in 2018?

• Social media will dominate the time spent on mobile • Passive behaviors are climbing • Social media will be integrated deeper into job and purchasing search for

“consumers”

• On The Horizon • The evolution of ROI • Trust declines, peer influence rises

• People are turning to each other • Working with micro and macro influencers

ON THE HORIZON

SOCIAL MARKETING

• Increased video marketing

• Influencer marketing program

• Long form blog content

• Branded Campaigns

• LinkedIn Management for Business Pages

• Boosted posts

• Hyper local content offerings

REACH • ENGAGE • HIRE

SOCIAL MARKETING

SOCIAL LISTENING

• Generate leads and attract new members of the community

• Monitor keywords passive or active job seekers may be using

• Join the conversation and find out more about their potential needs and where they are in the job search cycle

• Improve customer care

• Identify both positive and negative feedback

• Respond to negative comments or detractors by turning the conversation positive, or taking it offline

• Identify influencers and advocates

• Show appreciation for positive comments or posts

GEOTARGETING ON SOCIAL

• Call to Action: Let passive job seekers know exactly what you can offer them with a call to action Apply Now button.

• Targeting: You have high control over who sees your ad – specific drivers and high-need markets.

• Branding: Visually communicate your message to a new audience, as well as driving them to the exact landing page or short form you want them to click on.

• Affordable: Only pay for your ad if someone clicks on the ad. Viewing an ad is completely free, unlike an awareness campaign.

GEOFENCING

Place a virtual geographical boundary around

areas of interest for potential candidates such

as:

• Competitors

• Medical Schools / Universities

• Medical Offices

• Hospitals

When passive candidates enter these areas,

their IP address from their mobile / digital

device is collected and compiled into a

marketing list.. For a designated amount of

time, they will be served up ads within the

various apps (Facebook, Twitter, Etc.) they are

using.

Programmatic AdvertisingThe Present and Future of Recruitment Advertising

Programmatic Poll Question:

Which answer best describes your current use of Programmatic Advertising:

a. Currently using itb. Contemplating using itc. Intending to start using it this yeard. Not interested in using it

18% of organizations were using programmatic advertising for job posting in 2017

That number is predicted to be at 90% within the next two years*

*SHRM 9.15.17

Key BenefitsPROGRAMMATIC

“Programmatic” ad buying is software used to purchase, manage and optimize job advertising.

ISSUE

▪ Highly popular job titles in large urban areas receive loads of organic activity and often times – too much paid activity as well. over delivery

▪ Niche job titles, rural locations and hard-to-fill jobs often get only a handful of paid and organic clicks. under delivery

SOLUTION

▪ Through bid optimization and feed management with publishers, rules-based buying

normalizes the

application delivery across your jobs

▪ Getting click and application activity to jobs that desperately need

them provide better roi, lower cost-per-hire

“MUTUAL FUND” INVESTING • 60+ publishers, 1,000+jobsites• Media Diversification• More consistent returns/ROI

• Less publisher performancerisk

WHY CONSIDER IT?

✓ Your acquiring valuable knowledge about how candidates are interacting with your brand

✓ Average of 20-30% reduction in cost-per-applicant

✓ Cost is 50-75% less than traditional recruitment marketing

✓ Top Source of Quality Candidates

✓ Lowers cost-per-hire by up to 50%

VideoRise In Popularity and Use in Recruitment

By 2020, 80% of Internet Content will be

VIDEO

REACH • ENGAGE • HIRE

Using Video in Recruitment

Which of the following best describes your company’s use of Video for Recruitment purposes?

A. Feature CEO or Employees on Career WebsiteB. Use Video on Social MediaC. Use Video for InterviewingD. Other

REACH • ENGAGE • HIRE

VIDEO INTERVIEWING

Where, when, how?

REACH • ENGAGE • HIRE

VIDEO ON SOCIAL

Where, when, how?- Facebook- Instagram- LinkedIn

REACH • ENGAGE • HIRE

VIDEO INTRODUCTIONS

Video Applications

- Children’s Mercy - Molly Weaver

REACH • ENGAGE • HIRE

VIDEO IN JOB REQS

Candidate Engagement

Sourcing SolutionsResources to Consider

TA L E N T C O M M U N I T Y

Talent Communities with a true CRM tool possessing the ability to source on pre-set criteria as well as keywords.

Profiles with screening questions allow you to better understand candidate capabilities, skills. Better data leads to better matches.

Establish automated nurture email campaigns and supplement with text messaging on a one-to-one or one-to-many basis.

Recruiter notifications when candidates matching needs enter the community speeds up pipelining and time to hire.

Import candidates from previous events, your ATS, etc. into the system so you can continue to nurture relationships that may otherwise have been lost.

Recruiters build a “pre-qualified” pipeline of talent at the ready when that right opportunity opens up.

Increase pipeline by 40% (avg.)Reduce Time to Fill By 28% (avg.)

Talent Community CRM Platform

Our CRM solution provides a powerful open web and

social sourcing tool that empowers recruiters to

engage and convert passive talent across the web.

• Search profiles across all major social channels and the Open Web

• Profiles are aggregated from multiple sources and updated on a daily basis to ensure that they are current

• Over 200 million profiles available for sourcing passive talent

• Talent is sourced and messaged directly from our CRM

Open Web Social Sourcing Tool

REACH • ENGAGE • HIRE

Other Sourcing Tools

Best Defense is a Good Offense

• Make a Move! Don’t wait to hire a FTE to get started• Continually evaluate, test, measure, and optimize tools• Empower the team with data-driven hiring decisions• Do more of what works and less of what doesn't• Don’t be afraid to fail• Celebrate the WIN!

How Do I Learn More?

http://dialog.appvault.com/NAHCR

debra@appvault.com