10 Ways to Win With Recruitment Marketing

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10 WAYS TO WINWITH RECRUITMENT MARKETING


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Featured Speaker

Alicia GaribaldiSenior Content Marketing Manager

Author of Employer Branding & Recruitment Marketing For Dummies®[email protected]

@albagaribaldi


#Glassdoor


Agenda• 10 Ways to Win with Recruitment Marketing• How to Create a Recruitment Marketing Strategy• Understanding Which Metrics to Track • Sharing Results• How to Take Advantage of Social Media


Recruitment marketing includes all communications that an organization uses to attract talent to its workforce.


Recruitment Marketing Tools

Career WebsitesBlogsJob PostingsPhotos & VideosSocial MediaEventsEmailsTalent CommunityDisplay Advertising


10 WAYS TO WINWITH RECRUITMENT MARKETING


Create a Unique, Strong and Authentic Brand1


“Your brand is what otherpeople say about you whenyou’re not in the room.”

Jeff Bezos – Founder & CEO, Amazon.com


Step 1

Would current

employees

recommend

your

organization

to a friend?

What are

job seekers

saying

about you

on

social?

What is

your

company

rating

on

Glassdoor?


69%of Glassdoor membersagree their perception of a

company improves after seeing an employer respond to a review

84%would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation } Most in $75-100K salary

range would only require a 1-10% salary increase to consider such a move

Step 1

Source: Glassdoor Survey, October 2014


Top 5 pieces of information job seekers wantemployers to provide as they search where to work:

Details on what makes the company an attractive place to work

Details on compensation packages

Details on benefit packages

Company mission, vision and values

Basic company information

Step 1

1

2

3

4

5


STRONGEMPLOYER BRANDHigh Brand Awareness

Retention

More Job Offers Accepted

Revenue Goes Up

More Quality Applicants

Lower Cost-Per-Hire

Higher Number of Referrals

POOREMPLOYER BRANDLow Brand Awareness

Attrition

Declined Offers

Low Productivity

Long time-to-hire

High Cost-Per-Hire

Poor Referral Programs

vs.

Source: Allegis Group Services Study, August 2012 (1,010 US Workers)


Step 1

Companies with agood employer brandsee an average of

22%in reducedrecruitment

fees

Companies with astrong employer brand

enjoy

50%cost-per-hiresavings

Source: Employer Branding Global Study Report Source: LinkedIn

Save Money With Employer Branding


Train Internal BrandAmbassadors2


Encourage employees to wear company gear

Involve employees in thehiring process

Utilize referral programs

Step 2

Employee Brand Ambassadors


Step 2

Understand Employee Sentiment


5 Ways to Develop Brand Ambassadors

Encourage Them

Communicate the Importance

Incentive Them

Train Them

Make It Easy

1

2

3

4

5

Step 2


Encourage viral photos and videos in all departments

Show the real “you” on a career blog or through social posts

Let employees be who they are

Step 2

Let Employees Be Who They Are


Track Key PerformanceIndicators3


Key Metrics

Cost-Per-Hire

Time-to-Hire

Cost-Per-Applicant

App-to-Hire Ratios

Applicant Quality

Step 3


Key Marketing Campaign Channel Analytics

Step 3

Job Advertising

Social

Events

Employee Referral Program

Email

Recruiting/Staffing Agencies

Cost-per-hire, time-to-hire, cost-per-applicant,app-to-hire ratios, candidate quality

Clicks, mentions, retweets, user demographics, impressions, reach

Candidate quality, time-to-hire, cost-per-hire

Percent of employees who would recommend your business, cost-per-hire

Open rates, click-through rates, response rates

Cost-per-hire, time-to-hire, candidate quality


Share Results WithStakeholders4


Assigning Recruitment MarketingRoles & Responsibilities

Career Website Recruiting Employer Branding

Employee Engagement Events Social Recruiting

Email Mobile Calendar & Budget

Step 4


Simplify the Message5


Make Job Applications Easy

Questions

Layout

Branding

Social

Step 5


Monitor the Competition6


When Monitoring the Competition, Ask Yourself:

Are your competitors posting jobs in similar places?

What roles are they trying to fill?

Do they have a social presence?

What are their strengths and weaknesses?

Step 6


Analyze Your Traffic Compared to Competitors

Step 6

Male69%

Female31%

Male73%

Female27%

Male68%

Female32%

Gender

High School4%

College67%

Graduate School30%

Education

High School4%

College58%

Graduate School30%

High School6%

College69%

Graduate School30%

Your Company Competitor 1 Competitor 2


See Where Your Competitor Is Investing

Step 6


Respond to Every Candidate7


Treat Every CandidateLike a Customer


Step 7

Most job seekers

READ 4-7REVIEWS

before forming anopinion of a company

Source: Glassdoor Analytics, Q1 2015


Join the conversation

Compliment the good and appreciate the bad

Show candidates that you value and are receptive to employee feedback

Respond to Reviews

Step 7


Create a Marketing Calendar8


Marketing Calendar

Hiring dates and onboarding classes

Recruiting events

Big themes and hiring initiatives

Job advertising start and end dates

Step 8


Run a Referral Program9


Referral candidates are

5X more likely to get hired than other candidates

Employee referralsare the #1 SOURCEfor quality new hires

Source: Staffing.org

Source: ERE

Increase Candidate Quality

Step 9


Use Social Media at Every Step10


Social Recruiting — 2 of the Top ChannelsMost Used for Employer Brand Promotion:

Step 10

92%companywebsite

80%social media

&


Social Media and Job Searching

Step 10

79%are likely to use socialmedia in their job search

86%of people in the first 10 yearsof their career are likely to use social media in their job search


Social Media and Job Searching

Step 10

Nearly 2 in 3 saytheir employer does not(or know how to) usesocial media to

promote job openings

Nearly 3 in 4 saytheir employer does not(or know how to) promotetheir employment brand

on social media


Major Social Platforms

Step 10


Hashtags

Step 10


Pro Tip

Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!



Questions?Alicia [email protected]

@albagaribaldi

Recruiting & HR

10 Ways to Win With Recruitment Marketing