How To Recruit Like A Marketer - OutMatch Support Library · 2019-01-14 · How To Recruit Like A Marketer Presented by Greg Moran, CEO OutMatch ... The CMO Manifesto, A 100-Day Action

How ToRecruit Like A

MarketerPresented by Greg Moran, CEO OutMatch

© 2 0 1 7 O u t M a t c h I n c . , A l l R i g h t s R e s e r v e d .

Today’s Presenter

@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.

Greg MoranCEO, OutMatch

Agenda

• The Funnels Tell The Story

• Build Your Strategy

• Define Job Success

• Create Value Propositions

• Polish Recruitment Brand

• Set SMMARRT Goals

• Develop Integrated Campaigns

• Provide Plenty of Content

• Get Creative with Tactics

• Measure what Matters

• Be Agile


The Funnel Tells the Story

4


Define StagesCalculate Conversion

Awareness(Lead)

Interest(MQL)

Consideration(SQL or

Opportunity)

Purchase(Win)

X%

X%

X%

Recruiting Funnel is Just as Critical

5


X%

X%

X%

Awareness(Lead)

Interest(MQL)

Consideration(SQL or

Opportunity)

Purchase(Win)

Define StagesCalculate Conversion

Candidates(Lead)

Applicants(MQL)

Interviews(SQL or

Opportunity)

Hires(Win)

X%

X%

X%

Poll

6

Which part of the recruiting funnel do you focus the most resources?

1. Top – Candidates

2. Applicants

3. Interviews

4. Hires

5. Post hire


Start by Building Your Strategy

7


http://www.azquotes.com/author/11790-Michael_Porter

Porter: Don’t Get Stuck in the Middle

8


Strategic Advantage

Uniqueness Perceived By Customer

Low Cost Position

Differentiation Overall Cost LeadershipIndustrywide

Particular Segment

Only

Focus

Stuck In The Middle

Stra

tegi

c Ta

rge

t

Ask & Answer:• What are the business goals

you are trying to achieve?

• How will our talent goals serve the business goals?

• How will we measure success?

• What it means for an employee to be successful in a specific role.

What Defines Success? Personas & Ideal Job Profiles

9


The desired set of specific traits a candidate possesses to be a strong fit for the role.

Great Value Propositions…

10


• Explain how your product solves customers’ problems or improves their situation (relevancy)

• Deliver specific benefits (quantified value)

• Tell the ideal customer why they should buy from you and not from the competition (unique differentiation)https://conversionxl.com/value-proposition-examples-how-to-create/

Use a Formula to Write Your Value Proposition

11


For who

our is

that .

Target CustomerStatement of the

Need or Opportunity

Product / Service Name

Product Category

Statement of Benefit


12


For who

our is

that .

CHROsneed to reduce

turnover

assessment selection platform

matches the right person with the right job


13


For who

our is

that .

millennialswant to run a

business & give back to the community

restaurant the business

delivers both business experience and social responsibility

Your Brand is Much More Than Your Logo

14


Building Your Brand Requires Analysis

15


Minchington, Brett, 15 Employer Branding Best Practices You Need To Know, eremedia.com

Why Would Someone Want To Work For You?

What % of managers have received training in how to

deliver the brand experience?

What perception do employees and candidates

have about your employer brand?

What % of employees would recommend your company as

a great place to work?

What level of visibility do you have of your employees &

talent pool?

S.M.A.R.T. Goals are Not Enough!

16


Specific

Measurable

Agreed upon

Realistic

Time-based

S.M.A.R.T. Goals are Not Enough!

17


Specific

Measurable

Agreed upon

Realistic

Time-based

Meaningful

Repeatable

Leads/Candidates

Opportunities/Interviews

Build an Integrated Plan

18


Define Expectations

Develop Actionable

Insights

Design Program

PlansExecute

Programs

Optimize Programs

The CMO Manifesto, A 100-Day Action Plan for Marketing Change Agents by John Ellet, 2012

Content Is King!

19


92% B2B Buyers Research Online

81% of Shoppers Conduct Online Research

Brafton

AdWeek

https://www.brafton.com/news/94-percent-b2b-buyers-research-online-purchase-decisions/

http://www.adweek.com/digital/81-shoppers-conduct-online-research-making-purchase-infographic/

Content Is King, For Candidates Too!

20


7 Things to Research Before Any Job Interview

52% of job seekers used 4 or moreonline resourcesPew Internet

http://www.pewinternet.org/2015/11/19/1-the-internet-and-job-seeking/

Here’s How to Generate This Content

21


Job Descriptions & Career Sites

Partner Sites

Assessment Results & Job Profiles

Videos & Podcasts

Social Media

Guerrilla Marketing Matters

22


“Innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.”

Employee Social Campaigns

Food Trucks at Competitor Locations

Send Direct Mail to Candidate

Referral Bonuses to Partners & Clients

Metrics Matter

23


Time to Fill

Cost to Acquire

Applicant Quantity

Quality of Hire

Compliance/Adoption

Onboarding Engagement

Diversity/Adverse Impact

Offer-to-Acceptance Ratio

Poll

24

What metric does your company value most?

1. Time to fill

2. Cost to acquire

3. Applicant quantity

4. Quality of hire

5. Compliance adoption

6. Onboarding engagement

7. Diversity/Adverse Impact

8. Offer-to-acceptance ratio


The Final Word - Agility

25


Poll

26

Would you like to speak with a hiring expert on how

to improve you hiring process?

1. Yes

2. No


Summary: Recruiting Lessaons from Marketing

• The Funnels Tell The StoryDefine stages, calculate conversion

• Build Your StrategyCost leadership, differentiation, focus

• Define Job SuccessSpecific traits for a strong fit

• Create Value PropositionsHow solve problems, main benefits

• Polish Recruitment BrandMuch more than your logo

• Set SMMARRT GoalsMeaningful, repeatable measurement

• Develop Integrated CampaignsNo “silver bullet”

• Provide Plenty of ContentCandidates are curious

• Get Creative with TacticsUnconventional & low cost

• Measure what MattersNo “vanity” metrics

• Be AgilePlan, run, evaluate, improve



Questions?

Documents

How To Recruit Like A Marketer - OutMatch Support Library · 2019-01-14 · How To Recruit Like A Marketer Presented by Greg Moran, CEO OutMatch ... The CMO Manifesto, A 100-Day Action