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Confidential and Proprietary © Glassdoor, Inc. 2008-2016
The Candidate Journey& What Affects Their Decision to Apply
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Webinar Tips
• You can connect to audio using your computer’s microphone and speakers.
• Or, you may select call in using the details under the “Quick Start” tab after joining the Webinar.
• All lines will be muted to avoid background noise.• You can ask questions at any time by typing them
into the Q&A Pane. • Use #GDChat and @smashfly to join in the
conversation on Twitter throughout the webinar.
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Featured Speakers
Alicia GaribaldiSenior Content Marketing Manager at
Glassdooralicia@glassdoor.com
@albagaribaldi
Elyse SchmidtContent Strategist at SmashFly
eschmidt@smashfly.com@ElyseSchmidt
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Agenda
• What Nurture Is—and the Role It Plays in a Recruitment Marketing Strategy
• How to Use Nurture Throughout Each Stage of the Candidate Journey, From Attraction to Application to Hire
• How to Build a More Engaged Talent Network Through Nurture
• Why Candidates Decline Job Offers• Key Examples of How Organizations Use Nurture
Tactics Pre-apply and Post-apply
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
What Nurture Is—and the Role It Playsin a Recruitment Marketing Strategy
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Nurture’s Role in Your Recruitment Marketing Strategy
Recruitment Marketing is every tactic that a talent acquisition team
uses to find, attract, engage and nurture leads to convert them into more qualified applicants to fill jobs now and build a pipeline
for the future:• Employee Referrals• Talent Networks• Job Marketing• Employer Branding• Recruiting Events• Recruiting Analytics• CRM
• Sourcing• Content Marketing• Email Nurturing• Social Recruiting• Mobile recruiting• Career Site• SEO
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
So Why Does Recruitment Marketing Matter Now?
Candidates demand relevancy, transparency and personalization—
and expect it in every interaction before they even see an application.
Source: 1Glassdoor U.S. Site Survey, October 2014
4 in 5 Glassdoor users are actively looking
for jobs or open to better opportunities1
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
So Why Does Recruitment Marketing Matter Now?
Not every candidate is ready to apply—in fact,most candidates identify as passive, and an average of
Source: 1SmashFly, 2015
drop off during the application process1
74%Capturing basic information from these interested leads before
they halttheir application process will allow you to engage them in the
future.
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Why Have a Talent Network?
Talent Networks Help You to:1.Build a pipeline of interested
leads separate from applicants.2.
Nurture leads with targetedcommunications.3.
Strengthen your candidateprofiles.
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Find, Attract, Engage, NURTURE, Convert
3 Important Steps Before Nurture:1.Find and source candidates
with critical skills.2.
Attract candidates through your employer brand.3.
Engage candidates to opt in to communication with
your organization.
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Let’s Define Nurture
What is nurture?Communicating to the right candidate with the right message at the right
time. Nurture is what, how and when you will communicate with your talent network to keep candidate leads warm and grow their interest in your organization so they may eventually apply or opt out if they determine they’re not a cultural
fit.
When does nurture start?Nurture starts when a candidate opts in to your talent network or is sourced by
your team and gives you permission to communicate with them during the next several stages of the candidate journey: Consideration, Interest and
Application.
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
The Candidate Journey
Awareness
Hire
Consideration
Interest
Application
Select
RecruitmentMarketing
Recruiting
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
What Is the Goal of Nurture?
1. Target and personalize your messaging to interested leads based on information they give you and their actions with your content.
2. Drive leads through the candidate journey, from awareness to application.
3. Find the right candidates for the right opportunity without sourcing from scratch.
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
How to Use Nurture Throughout EachStage of the Candidate Journey
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
How Do I Get Leads Into My Talent Network?
Optimal placement can capture bothpassive and active candidates.
• Insert a talent network form in the front-end of the apply
process to give candidates the option for opting in before completing the application
• Promote across different channels and on multiple pages
of your career site• Use call-to-actions elsewhere on your career site to
capture a different audience
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Key Example
CH2M’stalent network has more than300,000warm leads worldwide
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
What Do I Include on the Talent Network Form?
Customized fields can help capture the right datafor more informed decisions.
• At first, ask for a few key fields: name, email and job category
• Send preference emails after they opt in and track results
• Glassdoor offers candidates the option to sign up for targeted job alerts when new positions are posted and employers the opportunity to sign up for alerts when new reviews are left by candidates
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Key Example
Eaton’s talent network form captures
1,000 contacts daily
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
What Do I Send to My Talent Network?
Personalization will drive engagement.
• Understand your target personas• Define “The What”• Understand “The Why”• Research “The How”
• Create a candidate messaging plan for the candidate journey
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Key Example
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Types of Content You Can Send Your Talent Network
• Targeted Job Alerts• Glassdoor Ratings• Content From Your Marketing
Team• Employee Stories• Industry News Articles
• Newsletters• Webinars• White Papers• Recruiter Emails• Blog Posts
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
What Can I Automate?
Automation can help drive conversions to apply.
• Using automated email reminders or triggers when a candidate takes a certain action can greatly increase conversions
• Recruitment Marketing Platforms can:• Send automated emails to remind candidates to finish
completing applications• Send targeted job alerts based on candidates’ preferences
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Key Example
In 2014, 182 hires out of almost 1,000 candidates that were reminded to complete an application
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
How to Nurture Your Applicants Into Hires―and Brand Advocates
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Treat Every Applicant Like a Potential Customer
Job candidates research companies and job opportunities
online, looking for an inside view and a competitive edge.
Provide a transparent, efficient and organized interview process and remember to close the loop with every
applicant. Don’t go dark!
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Provide a Transparent View Into Your Culture
Respond to Glassdoor reviews to build trust in your company in the eyes of job seekers and current
employees alike.
of Glassdoor users say their perception of a company improves after seeing an employer respond to a review1
62%
Source: 1Glassdoor U.S. Site Survey, October 2014
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Stay Proactive to Reduce the Number of Declines & Renegs
Among the 30 U.S. employers with the largest percentage ofemployee referrals reported on Glassdoor, on average…
Sources: 1Why Interview Sources Matter in Hiring: Exploring Glassdoor Interviews Data, August 2015; 2Beyond Employees: Employee Referral Programs Redefined, 2015
3 in 4 (75%) of employees would recommend their company to a friend1
Employee referrals account for 32% of new hires2
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Check In With Recent Hires
Onboarding is a great opportunity to gather insight that can be used to nurture other applicants.
What you learn can help optimize your hiring recruitment efforts,even minimize buyer’s remorse
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Not all job boards are created equal. Brandon Hall Group, for example, determined that when
compared to traditional job boards…
Sources: 1Brandon Hall Group Report, Understanding the Impact of Employer Brand, November 2014; 2Glassdoor Client Case Studies, 2015
Glassdooras a source typically delivers
2x better applicant quality1(as measured by applicant-to-hire ratios) at an average
30% lower cost-per-hire1
Confidential and Proprietary © Glassdoor, Inc. 2008-2016
Questions?
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