Best Practices in High Performance Recruitment Marketing

Best Practices in High-Performance Recruitment Marketing

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©2015 Brandon Hall Group, Inc. 4#modernrecruiting

Today’s Presenters

Kyle LagunasBrandon Hall Group

@KyleLagunas

Troy HeinritzCDW

@TroyHeinritz

Marvin SmithLockheed Martin

@TalentCommunity


Today’s AgendaWHAT IS RECRUITMENT MARKETING?


• The Challenge: What is Recruitment Marketing and why does it matter?

• The Research: What are the critical components of high-performance recruitment marketing?

• The Stories: How are recruiting teams leveraging these components to attract more (and better) talent?

#modernrecruiting

The ChallengeWHAT IS RECRUITMENT MARKETING?


Brandon Hall Group defines Recruitment Marketing as:

All activities and strategies aimed at building and

maintaining employer brand; Efforts to extend reach

and exposure of career opportunities; and All

management of messaging and advertising of talent

acquisition efforts.

#modernrecruiting

The ChallengeDISPELLING MISCONCEPTIONS:

WHAT RECRUITMENT MARKETING IS NOT


Not the same as consumer marketing.

Not another term for sourcing strategy.

Not a facelift for an

otherwise toxic culture.

Not limited to broadcasting

open jobs

#modernrecruiting

The ChallengeWHY DOES RECRUITMENT MARKETING

MATTER?

Source

Assess

Hire

Strong Employer

Brand

Positive Candidate Experience

Attracting Talent

VS


The ChallengeWHY DOES RECRUITMENT MARKETING

MATTER?


The Research5 COMPONENTS OF HIGH-PERFORMANCE

RECRUITMENT MARKETING

Recruiters today are struggling to answer an important question: How does one attract talent while still delivering on day-to-day responsibilities?


The Research5 COMPONENTS OF HIGH-PERFORMANCE


Content Marketing

Candidate Relationship Management

Social Media Marketing

Employer Brand

Management

Search Engine Marketing & Advertising


The ResearchCONTENT MARKETING

CONSUMER CONTENT MARKETING LEVERAGES THE CREATION AND SHARING OF

MEDIA (NEWS ARTICLES, VIRAL VIDEOS, TOPICAL RESEARCH, INFOGRAPHICS, PHOTOS,

ETC.) IN ORDER TO INSPIRE NEW BUSINESS.


The ImpactHIGH-PERFORMANCE CONTENT MARKETING

Identify Target

Audiences

Develop Personas

Content Creation

by Stage & Audience

Repurpose Content

Content Curation


The StoriesMILITARY CONNECT AT LOCKHEED MARTIN


The StoriesMILITARY CONNECT AT LOCKHEED MARTIN


• 1 new member every 26 minutes

• 3032 members viewed 64,670 pages

• Every 18 days; 50% of community visits the site

• Jan 2015 thru today;

– 1034 members

– 1654 visitors

– 358 hours consuming hours; 14 minutes at a time in the last 2 months

#modernrecruiting

The StoriesPARTNERING WITH MARKETING

ON CONTENT AT CDW


The ResearchCANDIDATE RELATIONSHIP MANAGEMENT

Discover

Engage

Nurture

Hire

• CRM is the practice of managing interactions with present, past, and future candidates

• Hybrid of contact management, email marketing, and candidate experience management


The ImpactHIGH-PERFORMANCE CRM

Identify Critical Job Families

Develop Multiple Conversion Points Pre-Application

Marketing Automation to Segment and Target

Content Rich Communication And Nurturing Strategy

Clear and Effective Call to Actions


The StoriesCANDIDATE RELATIONSHIP MANAGEMENT AT

CDW

• 115K+ contacts in CRM Database

• Internal Sourcing (55%)

• Talent Network (40%)

• Events (3%)

• 3rd Party Partners (2%)

• 20 Core Functional Talent Pipelines – by Discipline


The StoriesCANDIDATE RELATIONSHIP MANAGEMENT AT

LOCKHEED MARTIN

21

• 300K+ contacts in Talent Network

• 10K join a week

• Currently Building Out Strategy

• Candidate Segmentation

• Communication and Engagement Plan

• ATS and CRM Integration Points


The ResearchSOCIAL MEDIA MARKETING

Social media marketing involves all activity and efforts to grow and engage a community of candidatesacross various social channels.

Effective social media marketing is not limited to sharing open jobs and links to the company career page.


The ImpactHIGH-PERFORMANCE SOCIAL MEDIA

MARKETING

Exposure & Engagement

Dedicated Resource to Social Media

Less Jobs, More Content

Get Employee Brand

Ambassadors Involved

Leverage Marketing

Channels for Content


The StoriesSOCIAL MEDIA MARKETING AT LOCKHEED

MARTIN

LinkedIn• 28 hires• 3960 hires were on LinkedIn• 33% of new hires following

company prior to hire


Glassdoor• 13 hires• 250 additional hires

visited site• 139 hires commented

on Glassdoor

#modernrecruiting

The StoriesSOCIAL MEDIA MARKETING AT CDW

REMEMBER

Social Media most likely influences a candidate’s decision to apply rather than being the source from which they apply


The ResearchEMPLOYER BRAND MANAGEMENT

Any and all activity associated with improving the company’s

ability to attract talent and maintain a positive image and

reputation

Employer Brand


The ImpactHIGH-PERFORMANCE EMPLOYER BRAND

MANAGEMENT

Understand and Document

Employer Value Proposition

Leverage EVP in all messaging and

across all channels

Highlight employee stories and experiences

Engage in conversation on 3rd

Party sites such as Glassdoor

Measure Brand effectiveness, sentiment and

perception


The StoriesEMPLOYER BRAND SENTIMENT AT CDW


Do Nothing

• Very risky

• Increases your

company’s vulnerability

Monitor

• Gives you an

understanding of what

is being said in the

market about your

organization

Participate

• Reputation risk mitigation

• Builds trust with the

community

• Gives your employment

brand a voice

Proactively Shape

Your Reputation

• “Best in Class”

• Position of influence

• Fosters relationships

with talent pools

• User-generated content

creates a robust library

of diverse and

authentic content that

can be repurposed

• Awards/recognition

BAD

GOOD

BETTER

BEST

#modernrecruiting

http://sharepoint1/sites/intranet/CS-Restricted/Recruiting/CLEAR/Programs/Response-4Jen.m4v

D:/Response-4Jen.m4v

The StoriesGLASSDOOR REPUTATION AT CDW


Overall Ratings Glassdoor Avg. CDW Company 1 Company 2 Company 3

Number of Reviews - 733 3,638 98 183

Overall Company Ratings 3.2 3.9 3.3 3.2 2.7

Career Opportunities 3.0 3.7 3.2 3.3 2.5

Compensation and Benefits 3.2 3.2 3.5 3.3 2.7

Culture and Values 3.2 4.1 3.3 3.4 3.0

Senior Leadership 2.9 3.6 2.8 3.1 2.7

Work/Life Balance 3.3 3.9 3.6 3.4 3.1

Recommend to a Friend57.5%

Recommend

81.7%

Recommend

63.3%

Recommend

59.4%

Recommend

46.7%

Recommend

Business Outlook39.2%

Positive

68.2%

Positive

28.2%

Positive

53.5%

Positive

21.0%

Positive

CEO Approval Rating 68.8%91.1%

Thomas E. Richards78.9% 83.4% 70.5%

Above Slightly Above BelowEqual Slightly Below

#modernrecruiting

The StoriesECOMMERCE JOBS SITE AT CDW


The StoriesEMPLOYER BRAND & CANDIDATE

EXPERIENCE AT LOCKHEED MARTIN


The StoriesCAREER SITE REDESIGN AT LOCKHEED

MARTIN


The ResearchSEARCH ENGINE MARKETING & ADVERTISING


The ResearchSEARCH ENGINE MARKETING & ADVERTISING

In Talent Acquisition:

• SEM drives search trafficto your careers portal

• SEM increases visibility of open jobs and employer brand

Effective Search Engine Marketing does not involve cramming career content with keywords and search terms.


The ImpactHIGH-PERFORMANCE SEARCH ENGINE

MARKETING

All Career Site content

including jobs is SEO targeted

Create Relevant Career Site content targeted for

SEO

Metrics Driven campaigns in

SEM, Sponsored or Pay Per Click


The StoriesSEMA AT LOCKHEED MARTIN AND CDW


The ResearchFIVE COMPONENTS OF HIGH-PERFORMANCE


Talent Attraction & Engagement

Content Marketing

Candidate Relationship

Management

Social Media Marketing

Employer Brand

Management

Search Engine Marketing & Advertising

MEASUREMENT


The ResearchTHE IMPORTANCE OF MEASUREMENT

Results

Benchmarking

Analytics

Metrics


The ImpactTHE IMPORTANCE OF MEASUREMENT

High-Performance Measurement

Centralized Measurement

Across ALL Channels

Tracking Source Success from View to Hire

Focus on Conversions as well as Pipeline

Building

Analyzing Content and

Nurturing Success

Integration between front end systems (RMP) and

Hiring systems (ATS)


The StoriesVIEW TO HIRE METRICS BY SOURCE AT CDW


The DiscussionOPEN Q&A WITH OUR PRESENTERS

Kyle LagunasBrandon Hall Group

@KyleLagunas

Troy HeinritzCDW

@TroyHeinritz

Marvin SmithLockheed Martin

@TalentCommunity



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Best Practices in High Performance Recruitment Marketing