THE HR LEADER’S GUIDE TO MARKETING

THE RECRUITMENT LANDSCAPE IS E VOLVING. Today HR leaders aren’t simply faced with landing the right candidate, they are tasked with a multitude of challenges from keeping the talent pipeline open to engaging employees and building a strong talent brand.

While technology has dramatically changed the hiring process and brought HR leaders closer to their candidates, it has also made it harder than ever to stand out amongst the crowd, influence perceptions and speak to the right talent amongst an ever broadening talent pool.

The talent pool is also changing. HR leaders must contend with an emerging workforce and face the millennial market, all while the war on talent continues to rage and competition continues to build.

The traditional recruitment process is becoming inefficient and outdated.

SO, HOW DO WE KEEP UP?

SALES IS ONE-TO-ONE

MARKETING IS ONE-TO-MANY

1

2

It’s time to transform the candidate and employee experience.

To successfully connect with talent, HR leaders need to understand their audience, adopting a candidate-first approach. They need to command focused attention by listening, observing and then

giving candidates trusted guidance to make informed decisions.

They need to influence perceptions and attract attention by creating exceptional candidate experiences that will build connectivity and commitment.

THINK LIKE A MARKET ER .

WHAT ARE THE BENEFIT S?

... this is not a quick fix

IT’S THE LONG GAME!

INCREASE SPEED DECREASE COST INCREASE QUALITY

$

$

IT DRIVES ROI

54% 22% 9%

2.5x

23%

US$2.7 MILLION

US$1.4 MILLION

More high performing new hires

Increased business unit profitability

Higher quality of hire

Higher quality of shortlist

Greater quality of applicant pool from a

3% average increase in branding costs

Source: Corporate Executive Board 2014

Lower new hire turnover

ARE YOU A CANDIDAT E FIRST BUSINESS ?TRADITIONAL RECRUITMENT

COMPANY FIRST

CANDIDATE FIRST

PROGRESSIVE RECRUITMENT

“Why do you want to work for me?”

“Let me help you understand us”

THE CANDIDATE IS YOUR CUST OMER .

Be unconventional. Conventional thinking creates conventional outcomes.

3 WAYS TO THINK LIKE A MARKET ER .

SEEK TO DEEPLY UNDERSTAND

YOUR AUDIENCEKnow their needs, how to

connect with them and what makes them tick.

Work hard to get noticed. Be a thought-leader, drive

conversations.

Be unconventional to be exceptional. Be memorable

and appealing. Interact.

EARN ATTENTION THROUGH PARTICIPATION

AND ENGAGEMENT

DESIGN EXPERIENCES THAT SURPRISE AND DELIGHT

When marketers want to engage a consumer, they research. They map out personas and journeys. They thoroughly analyse their audience and learn how they like to interact. HR leaders can benefit from this personalised and targeted approach. To speak to a candidate, you need to get into the mind of a candidate.

SEEK TO DEEPLY UNDERSTAND YOUR AUDIENCE .EMPATHY AND OBSERVATION LEADS TO INSIGHTS AND UNDERSTANDING.

In 2012 Standard Chartered were receiving over 85,000 applications for their global Graduate Programme. While the quantity was high, the quality was not.

Standard Chartered learnt that students were drowning in a sea of sameness and unable to differentiate between companies. They lacked the information and insight necessary to make informed decisions and wanted insider knowledge. There was a disconnect between candidate and employer – a radical mind-set shift was needed.

PROBLEM:

SOLUTION:

RESULT:

Their approach moved from recruiting to guiding, selling to coaching, telling to asking. Standard Chartered learnt how to speak the students’ language - visual, succinct, engaging and relatable.

In 2015, recruiters are filling roles faster, application numbers are up by 50%, the quality of candidates has improved and most importantly, the student experience has been transformed.

Case study courtesy © E3 Reloaded and their respective clients

CASE STUDY: STANDARD CHARTERED - PUTTING THE ‘GRAD’ BACK INTO GRADUATE RECRUITMENT

Don’t assume loyalty and attention, interact with employees and candidates to forge relationships. Build your talent brand, be personal, desirable and engaging. Marketers know that consumers filter out irrelevant content, so you need to make an impact. HR leaders need to create a meaningful and memorable interaction with employees and candidates to inspire them. Help people love where they work, and make everyone else feel like they want to be part of it.

EXPECT VS EARN.

As the world’s leading luxury retailer, DFS was facing challenges within the recruitment arena. It had weak brand recognition and lacked a consolidated source for candidates. DFS turned to LinkedIn to improve brand awareness, amplify its story as a luxury department store brand and optimize the hiring process.

They introduced Work With Us campaigns on the Career Page, which advertised available DFS jobs or recruiting messages via ad units to LinkedIn users that viewed the DFS page. As a result, Work With Us engaged followers and led to great success for DFS.

Numbers of followers were boosted by three times and job applications grew 20% compared to the year before. DFS also raised its Talent Brand Index, shooting from 8% to 22%, placing it second in its category.

Internally, DFS fostered usage and engagement of LinkedIn through ‘lunch-and-learn’ programs, encouraging staff to become familiar with the platform. Today, the company has over 2,000 active employees on the page.

MR MARK SULLIVAN Global Vice President Human Resources, DFS Group Ltd

Source: LinkedIN

“We are proud that potential talent now know about DFS and the prestige factor that our current employees cherish, a vast shift to our days prior to partnering with LinkedIn”

CASE STUDY:DFS - CONQUERING TALENT BRAND TO ATTRACT TALENT

PROBLEM:

SOLUTION:

RESULT:

Get candidates to emotionally invest.

Marketers strive to create experiences that are exciting and relevant to their audience – whether it’s in the form of a timely tweet or an interactive outdoor activation. This same approach can be applied to HR. What will captivate candidates, what will make one company stand out from the rest?

PROVOKE A REACTION. BE RELATABLE AND MEMORABLE.

In 2012, German advertising agency Jung von Matt were looking to hire a talented Art Director. To find this talented candiadate, they wanted to target Art Directors at a place they often frequented – lipsum.com – a website that generates dummy text for creative lay outs.

PROBLEM:

SOLUTION:

RESULT:

The team discovered that 50,000 creatives from around the world generate their dummy text through the site on a daily basis, so for one week people that pasted the text into their creative lay outs got a big surprise – a job offer from Jung von Matt.

A link within the copy sent potential candidates to the company’s landing page, resulting in more than 220,000 users pasting the job copy into their layouts, with 14,000 of them clicking through to the website. The campaign picked up traction across social and traditional media, making it one of the most personal and creative recruitment campaigns. Source: Jung von Matt

CASE STUDY:THE LOREM IPSUM RECRUITMENT CAMPAIGN - JUNG VON MATT

The marketing approach to HR is about breaking down processes and conventional ways of thinking in order to create user-centred initiatives, taking the principles of the marketplace to the workplace.

It’s about understanding candidate needs and developing the insights to become a desirable workplace from the inside out.

Be different by thinking differently with a candidate-centred approach. Know your audience and speak their language. Engage, interact and relate to attract and retain the best talent.

Managing the candidate experience is important. 64% of candidates who have bad experiences never buy from you again

Failure to innovate digitally means we will trail behind our competitors, resulting in a significant reduction in revenue

We need to get better at predicting hiring patterns and fluctuations, and respond to hiring needs in a more timely manner

Human resources must become a strategic partner to the business - providing counsel and insight to drive long term talent strategy

KEY DRIVERS TO GETTING YOUR BUSINESS ON BOARD BECOME A CANDIDATE FIRST BUSINESS

INNOVATE AND COMPETE EFFECTIVELY

IMPROVE HIRING EFFICIENCIES

BE A PARTNER TO THE BUSINESS

Contact the LinkedIn Talent Solutions Team here.

Founded in 2003, LinkedIn connects the world’s professionals to make them more productive and successful. With over 300 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the world’s largest professional network.

LinkedIn Talent Solutions offers a full range of recruiting solutions to help organizations of all sizes find, engage and attract the best talent. We are committed to giving our members the best possible hiring experience.

See more details on our solutions talent.linkedin.com Stay on the cutting edge with our blog talent.linkedin.com/blog Follow us on LinkedIn www.linkedin.com/company/linkedin-talent-solutions Follow us on Twitter @hireonlinkedin

QUESTIONS?