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How to turn your Recruitment
strategy into a Marketing strategy
To grow your business….60 minutes every CEO should invest to solve their Talent
shortage issues
Tannen Ellis-Graham
Employee Referral Expert
Talent Branding Guru
Founder myReferral Squirrel
Host of CareerKarma360 – podcast
Coach of CarerrClub360 - virtual
801-809-8909
385-557-4278
WE are all Recruiters and we are all in
sales IF we are all in sales and are all in sales what type
recruiter or sales person are you being?
What if 60 minutes would solves one of your biggest problems The WAR For Talent is real
Problem 1: Your job ads are boring, stale, used, outdated, and….
Problem 2: Your application process is pure torture or from the stone age
Problem 3: Your Candidate communication is not working – at all
Problem 1Job DescriptionHomework: Go read your job descriptions –
do you have a career page? Could you find them? *if you
cant how do you thing a candidate does
Review Indeed – boring? Findable?
Review Glassdoor? How are you doing?
Are you a great place to work? Do your Job descriptions say so?
OLD: long ugly document that was created by a lawyer to protect you from being sued when you fire someone for not doing their job
NEW: Add a link in the body of the add OLD: A list of skills – boring and not really a
representation of your company/culture (not a Ad either)
NEW: A well written Job Profile/description can increase your application by 250% over night. Why do people want to work here? Speak to your Target Employee?
Conclusion: Does this Job Profile make the candidate want to apply and work for you?
AwarenessHow do they find us?
Career site----nope Google 73% = Job Boards Desk Top ------nope Mobile in bed at night
Awareness: Here’s what you need to do Create or Optimize your career site: Add all jobs and job profiles to career site, #1Priority Optimize job profile ensuring it is SEO-friendly, URL’s including job
title and location Create Job category and Job location sub-section pages Check your site speed; (google; page insights)
Google loves links. To and from career site, maps, SEO is important
Google is your partner in hiring Let them help you Google Analytics
Cross-domain tracking Custom variables (coming from Facebook, LinkedIn,
Google Tag Manager Build and maintain code
ConsiderationIt might be nice to work here (brand) 1. Values 2. What you do/sell 3. Employee testimonials 4. Why work or stay here
Opportunity Benefits Employee growth Mission/Vision Fit Process News
Candidate Experience Easy to find and understand your BRAND (talent and company) think
the 4 must haves Career site is easy to navigate – tells a story Easy to apply (mobile or LinkedIn profile)>no long or hand written
application – what is this the stone age? (HR file is different) Easy to connect (every post, every page) can they contact you If your ready encourage social media interaction; FAQ’s help
If they have to click a lot (search around from page to page) you will lose them and or they become disengaged – long apps kill 90% don’t finish
49.7 > seconds poor fit76.7 > full read if they think it’s a fit
Complicated Forced to log in To many steps or questions
(every 3Q’s or clicks -doubles the drop off rate)
Form to complicated or long Opt out 90% after 5 minutes 67% Never receive
communication after applying 86% Feel abandoned after 1st
Applying for a JOB 60% Mortgage 48% Health insurance 46% Student loan 32%
IF they don’t submit – you can’t commit Posting and Praying doesn't’t work anymore
Nurture and build a Candidate pool PUT YOURSLEF in Their shoes Think like a marketer Just like marketing nurture your candidate leads Use your budding talent network and job alerts to grow your pool Use your career workflow to enhance what you know about your
candidate and remember they COULD be a current customer or a FUTURE customer OR know a FUTURE customer – so be nice
Consider adding Newsletter opt-in or Create a monthly newsletter Segment into different pools (engineers vs sales), develop specific
content for each pool – grow your awareness by engaging them; Remember they might be customers or know customers
This can all be automated
Stats People are talking about 90% of people are open to a new job – LinkedIn
65% of sessions (beginning engagement) don’t start on the home page – TMPW
92% of consumers trust Referrals from people they know – Neilson (what are your current employee’s telling folks they know)
Business hat use Talent Marketing automation to nurture potential candidates results in a a 451% increase of qualified leads – Annuitas Group
Candidate decision cycle – what is it and why should we care? Consciousness
Deliberation
Action
Desire
They (even Millennials, from their phone) will do their research – they will Google your company, read all about you on Glassdoor, they will talk to their friends or your employee’s if they are truly interested in the position and your company – what will they find?
Consciousness Brand Recognition: Products and Services Career site (Values, People, Social goodness,
Real People) Employer Brand Social Media Recruitment Marketing Referrals (Friends, Employee’s, Agency
Recruiters)
Deliberation Social Engagement (Facebook LinkedIn) Realistic Job Preview (People Pictures) Job Postings (Job Profile) Application Process (short – mobile) Video (products and employee) Reviews (Glassdoor)
Action Application Follow-up (Mobile – LinkedIn) Interview schedule (Skype Face to Face- Follow-up) Offer Acceptance On-Boarding (*this makes or breaks the relationship) Assimilation (**part of on-boarding) Brand Advocate (How can they help) Culture Fit (Social good – is good) Refer friends
Desire Communication (**Throughout the entire process
NO MORE BLACK WHOLE) Follow-up (**even if they are not the one) Re-engagement (when you post again)
Employee Brand ambassadors: EVEN if they are not hired -YES it is possiable
Raving Brand Fans
Candidate Experience – what is it? The Candidate Experience is the collective result of ALL
interactions you have with candidates in the recruitment marketing and hiring process
Personalization #1 Google Recruitment Marketing platform (ATS,
CandidateCare360™) Candidate survey Benefits Alex (break down benefits BEFORE candidates
starts0 Recruiting coordinator team (yours or 3rd party) White Glove onsite interviews (welcome – feel special –
water/mints)
How do we get started Candidate Experience Training: Recruiters and Executives Brand Training (or creation) Face to Face, on-line, roll play Writing a better Job Posting LinkedIn overhaul Career Site Evolution (Key words, Photos and videos if
possible) FAQ’s about the process, company, team Social Media –start and grow (one person on a schedule =
success) You can work with Customer Marketing – hand in hand builds a better brand
Recruitment Marketing: (retargeting) Buying ad space to drive awareness
Results Candidate Satisfaction – UP Process satisfaction – UP (candidate, Recruiter & Executives) Quality of hire –UP Refer a friend – UP (sometimes as much as 75%) Time to submit –UP Time to fill – UP (meaning it takes less time to hire) Recommendations to Friends and family – UP (even if they didn't’t get
hired) Pre-employment Glassdoor reviews –UP
KEY Takeaways If you do nothing – nothing will happen and you will
lose the War FOR Talent You don’t need a big budget (iPhone videos work!) Think like a consumer marketer Take small steps/break things down Tie into company goals Post your jobs where your candidates hang out
Its up to you as the Executive to endorse this process -
