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Scott Cone ‣ VP of Client Inbound Marketing
‣ eFinancialCareers
‣ 31 years sales and marketing experience
‣ Passionate about helping employers and talent acquisition professionals learn how to use digital channels and marketing to acquire talent
Our presenter
The state of talent attraction
Today we will cover
Designing a candidate experience
to compliment the candidate’s journey
Candidate personas and their
journeys
start here
The Candidate Journey Then and NowThe State of Talent Attraction
CEO’s #1 Concern
Source: The Conference Board , CEO Challenge 2016
2015 2014 2103
1. Human capital 1. Human capital 1. Human capital
2. Innovation 2. Customer relationships 2. Operational excellence
3. Customer relationships 3. Innovation 3. Innovation
4. Operational excellence 4. Operational excellence 4. Customer relationships
5. Sustainability 5. Corporate brand and reputation 5. Global political/economic risk
CEO’s #1 Concern
Source: The Conference Board , CEO Challenge 2016
2015 2014 2103
1. Human capital 1. Human capital 1. Human capital
2. Innovation 2. Customer relationships 2. Operational excellence
3. Customer relationships 3. Innovation 3. Innovation
4. Operational excellence 4. Operational excellence 4. Customer relationships
5. Sustainability 5. Corporate brand and reputation 5. Global political/economic risk
Top Hot Button Issue: Failure to Attract and Retain Top Talent
Source: U.S. Bureau of Labors Statistics JOLTS report August 2016
Source: U.S. Bureau of Labors Statistics JOLTS report August 2016
$
Source: Recruiter Sentiment Study 1st Half 2016 MRI Network
Candidates in the Driver’s Seat
Scarcity of Quality Talent
Information Transparency
Candidates in the Driver’s Seat
Online Channels
Online Dominates Job SearchAmong Americans who have looked for a new job in the last two years, the % who…
Online resources and information
Connections with family / friends
Professional / work connections
Acquaintances or friends of friends
Employment agencies (public / private)
Print ads
Job fairs, conferences, events
0% 40% 80%
28%
32%
32%
55%
63%
66%
79%
0% 10% 20% 30% 40%
5%
4%
5%
7%
17%
20%
34%
Source: Pew Research December 2015
Used in most recent search for a job Was most important resource
The war for talent is over. The
talent won! -Josh Bersin
Bersin by Deloitte
Candidates in the Driver’s Seat
Advo
cate
Online Talent Attraction: Reactive, Active Candidates, TransactionalJourney
Start Awareness
Consideration
Apply
Hire
Promote
Job Board
Job Ad
Career Site
Job Board
Job Ad
Career Site
60% of HR professionals
- express low confidence in current
approach
- don’t consider efforts
innovative
Journey Start
Source: The Conference Board
Reactive Recruitment Marketing: Active Candidates, Transactional
Active Seekers Career Managers Passives
25% 49%26%
Three Candidate Personas
Active Seekers Career Managers Passives
75%
Three Candidate Personas
SOURCE: 10 Ideas for Recruiting Passive Candidates
For critical jobs, 95% of your potential candidates are not actively looking.
(
Larger candidate pool
Not interviewing with other companies
They out-perform active candidates
They’re more loyal(and tend to stay longer)
Why Target Career Managers and Passives?
Small Fry Big Fish
Different Fish Require Different Bait
SOURCE: universum Employer Branding Now 2016 report
use a single talent profile for all
candidates
use personas to direct their talent
acquisition strategy
13%46%
What Motivates Passive, High Performers?
They Want a Ring!
What High Performers Want1. The chance to do the best work of their life 8. Work with the latest technologies and tools
2. To make an impact on customers and the world 9. Lots of autonomy with their schedule / location
3. Work with a great manager 10. Opportunity to work with top co-workers (team)
4. Opportunity to innovate and take risks 11. Opportunity to make decisions and for fast approvals
5. Opportunity to learn rapidly and be challenged 12. Wok in a performance-driven meritocracy where rewards are based on results
6 .Opportunity to implement their ideas 13. Information transparency where needed data and access is readily available
7. Challenging projects and assignments 14. Sufficient budget and resources to reach their goals
Source: Dr. John Sullivan research
Active Candidates
The Active Candidate Persona Journey
Sources: 1 Glassdoor and tmp worldwide; 2 Boston Consulting Group Job Seeker Trends 2015;
8 weeks: researching 5 weeks: application process
60% 40%
Candidate journey
3 months1
Percent of Journey:
From unaware to apply 41% longer than 2 years ago2
Career Managers & Passive Talent (High Performers)
High Performing (Career Mrg / Passive) Candidate Journey
Sources: 1 Talent management thought leader Dr. John Sullivan
50 weeks being nurtured 2 weeks applying
96% 4%
Candidate journey
12 months+On the market
less than 10 days1
The Journey Starts Here
TRIGGERS
Why People Seek New Jobs
• Don’t like boss
• Don’t see opportunities for growth or promotion - 70% of employees dissatisfied with future career opportunities
• Don’t feel valued / appreciated
• Better job / higher pay
Source: CEB Report “The New Path Forward: Creating Compelling Careers for Employees and Organizations”
–Brian Kropp, Head of CEB’s HR practice
“What really affects people is their sense of how they’re doing compared with other people in their peer group, or with where they thought
they would be at a certain point in life.”
Predicting When People Are Open to Moves
Trigger Event % Increase in Job Seeking
Within 3 months of starting a new job 65%1
Anniversary at the company 6%2
Anniversary of position (1st or 2nd year anniversary) 9%2
Millennials (18-29) every 1-3 years 42%3
The two-months leading to and following a birthday 12%2
After social Events (Class Reunion / Peer Gathering) 16%2
When there is a change in their manager’s responsibilities 17%2
Dissatisfaction with career 112.5%2
Sources: 1 Indeed 2 CEB Report “The New Path Forward: Creating Compelling Careers for Employees and Organizations” 3 Jobvite Job Seeker Nation 2016
Source: Harvard Business Review, Sept 2016; "Why People Quit Their Jobs"
• Reduced attrition by 1% • Moved 300 employees into new positions • Saved $75 million to $100 million in rehiring
and training costs
Leveraging Predictive Talent Analytics
Candidate expectations arenow shaped by their consumerdigital experiences
Source: ThinkwithGoogle:
Total Digital Moments
of these digital momentshappened on mobile
Mobile Moments
Desktop Moments
Amy had 419digital momentsresearching her trip over 2 months
87%
380 web page
visits
5videos
34searches
Source:ThinkwithGoogle
The Journey Moves Here
Source: 1 Business.com
Source: 1 Business.com
30% of Google’s monthly searches (300mm)
are job related 1
The Journey Moves Here
73% of candidates begin
their job search journey with Google 1
Research potential employers
Find advice/guidance
Find resources, like a job board or association
Search for job postings
Find people I can network with
0% 25% 50% 75% 100%
28%
21%
14%
12%
10%
6%
12%
11%
8%
12%
32%
31%
29%
26%
24%
34%
36%
46%
54%
54%
Use Regularly Use Occasionally Use Only When Actively Looking for a Job Never Use
What They Are Searching For
Source:eFinancialCareersUnitedStatesAudienceResearchOct2016
Top Two Box
78%
80%
75%
67%
66%
Source: 1 CareerBuilder Candidate Behavior Study 2016
64% of candidates spend
time researching your company online after reading a job post 1
The Journey Moves Here
37% move on to the next
company if they don’t find the info
they want 1
Q: When you find a job on eFinancialCareers that you want to apply to, what do you typically do?
Go to company career site for more information before deciding to apply
Go directly to the company site to apply
Apply through eFinancialCareers
Search for a contact at the company to send my resume to directly
0% 25% 50% 75% 100%
24%
20%
11%
7%
13%
13%
12%
9%
20%
19%
25%
17%
22%
23%
30%
23%
21%
25%
22%
44%
Always - 5 4 3 2 Never – 1
Top Two Box%ofRespondents
67%
52%
48%
43%
Job Listings Lead to Career Sites
Source:eFinancialCareersUnitedStatesAudienceResearchOct2016
Source: 1 Jobvite Job Seeker Nation 2016
48% of job seekers used social
media in the search for their most recent job 1
The Journey Moves Here
Source: 1 Jobvite Job Seeker Nation 2016
The Journey Moves Here
59% use social media to research
the company culture of organizations they are
interested in 1
Facebook is Underutilized
0 0.25 0.5 0.75 1
40%
83%
36%
54%
66%
93%Recruiters usingCandidates using
Source: 26 Social Recruiting Stats and Facts
Facebook Delivers Higher Engagement
Facebook1 LinkedIn2
Total Users (MM) 1.79 467
Average monthly visitors (MM) 1.79 106
Average daily users (MM) 1.18 3.3
Average Daily Time Using Per Person 50 mins3 2 mins3
Sources: 1 Facebook 3rd Q 2016 earnings, Wall Street Journal, Nov 3, 2016 2 LinkedIn 3rd Q 2016 earnings report;3 New York Times, May 5, 2016
Facebook Knows When Candidate Triggers OccurYour location Parents Age Expectant parents Generation Mothers by ‘type’ (‘soccer mums’, maternal tribes) Gender Employer Language Industry Education level Job title Field of study Office type Ethnic background Interests Income and net worth If you work in management or are executives If you’re in a long-distance relationship If you are an expat and what country you left If you have have a new job If you are likely to move soon If you’re recently engaged If you travel frequently If you’ve just gotten married Whether you commute to work When your birthday is coming up
The Journey Moves Here51%
visit even when not actively looking
Source:eFinancialCareersUnitedStatesAudienceResearchOct2016
The Journey Moves Here
59% feel it’s a good site to research employers
Source:eFinancialCareersUnitedStatesAudienceResearchOct2016
Source: 1 Jibe
8 in 10 use mobile in their job
search research process 1
The Journey Moves Here
Millennial Mobile Expectations Are High
Source: CareerBuilder
How Are They Using Mobile?
View a career site
Browse career opportunities on social media
Apply for a job
Upload resume to job app
0 0.2 0.4 0.6 0.8
43%
45%
64%
72%
21%
21%
58%
62%
Passive Active
Source: LinkedIn
The Mobile Candidate Journey Disconnect
Source: LinkedIn
say they’ve invested enough in mobile-friendly recruiting
have mobile-optimized career sites
have optimized their job posts for mobile
recruitment leaders admit they are not keeping up with mobile expectations
13%only
20%just
18%only
The Mobile Candidate Journey Disconnect
career sites do not support a mobile apply solution
90% Fortune 500 90%
Bad Mobile Experience = Bad Performance
Source: Recruiter.com Appcast research 12/2015
Banking 20% 3% 650%
DifferenceApplication Completions
14%
12%
10%
8%
6%
4%
2%
0%
# of Questions
1-25 26-50 50+
Click-to-Apply Ratio: # of Questions
10.60%
7.51%
5.65%
14%
12%
10%
8%
6%
4%
2%
0%
# of Minutes
1-5 6-15 15+
Click-to-Apply Ratio: Time
12.47%
6.97%
3.61%
76% want to know how
long it will take before starting
1 in 5 not willing to complete
an application that takes 20 minutes+
Company reviews
Search
News site articles
Paid search
Alumni
The New Candidate Journey
Job board
Career site
Email lead nurturing
Personal network
Mobil app
Niche sites (eFinancialCareers)
Talent prospects
Apply
Influencers
Journey Starts Anywhere Your Employer Brand Can
Be Encountered
Candidates use average of 18 sources* and read 7-8 reviews
before applying
Facebook post
Job Notification
Application Process
Employer Brand Video
efc Article
Career Blog Site
e-Newsletter
Transforming Your Candidate Experience
Rate your level of agreement with the following statement: My experience (positive or negative) during the application process impacts my decision about whether to accept a position from that company
0% 25% 50% 75% 100%
4%7%17%31%41%
Strongly Agree - 5 4 3 2 Strongly Disagree – 1
Top Two Box
72%
%ofRespondents
Source:eFinancialCareersUnitedStatesAudienceResearchOct2016
Your Candidate Experience Matters
CommunicationExpect to receive
Would like to receive
Expect + would like to
receive
Receive almost every time/always
Expectation / Experience
Gap
Auto email confirming receipt of app 79% 13% 92% 58% -34%
Personal email from recruiter confirming receipt of app 48% 41% 89% 17% -72%
Auto email on progress of app 51% 38% 89% 17% -72%
Personal email from recruiter on progress of app 43% 44% 87% 19% -68%
Auto email that position filled 60% 31% 91% 19% -72%
Personal email from recruiter that position filled 42% 40% 82% 19% -63%
ExpectedCorrespondenceAfterApplyingForJobOneFinancialCareers~**
Your Experience is Not Meeting Candidate Expectations
eFinancialCareersUnitedStatesAudienceResearchOct2016
likely to take specified action after a negative candidate experience
somewhat more likely or much more
likely
Source: Jibe 8 Tips for Improving the Online Candidate Experience
Never Apply Again
somewhat more likely or much more
likely
Turn Down Offer
somewhat more likely or much more
likely
Give Negative Review
somewhat more likely or much more
likely
Tell Others to Not Apply
A Bad Experience Means Bad Results
83% 63% 48% 59%
Talent acquisition is now marketing
86% of HR professionals say
recruitment is now like marketing
Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
Talent acquisition is now marketing
Personalization & localization
Predictive analytics
Corporate or Consumer Brand
Customer-centric
Data Driven
Customer Experience
Interesting, Helpful Content, Ads, PR
Personas
Target and Reach Qualified Customer Prospects
Create an Audience
Generate Qualified Leads
Customer Relationship Management
Nurture Qualified Leads
Convert New Customers
Surprise and Delight Customers Harness Customer Advocacy (Net Promoter)
Marketing Discipline Employer Brand
Candidate-centric
Intuition
Candidate Experience
Employer Brand Content, Job Advertising, PR
One-size-fits-all
Target and Reach Qualified Talent Prospects
Create a Talent Pipeline (audience)
Generate Qualified Talent Leads
Candidate Relationship Management
Nurture Qualified Candidate Leads
Make Quality Hires
Foster Engaged Employees Harness Employee Advocacy (Net Promoter)
Talent Acquisition Discipline
86% of HR professionals say
recruitment is now like marketing
Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
86% say recruitment marketing is an effective
strategy
86% of HR professionals say
recruitment is now like marketing
Source: iCIMS “Recruitment Marketing: Fact ofr Fiction Jan 2016
86% say recruitment marketing is an effective
strategy
But only 44% feel equipped to own
recruitment marketing
Three Pillars of Talent Acquisition Marketing
Personalization & localization
Predictive analytics
Employer branding
Employer brand content
Recruitment marketing
Talent acquisition professionals must become marketers New talent acquisition skills
Social media
Talent community engagement
Search Engine Optimization
Responsive sites & mobile apps/
marketingPersonalization &
localization Predictive analytics
Content strategy & production
Employer branding
Email nurturing
View Through the Candidate’s Lens
Be There in the Moments That Matter
Engaging Employer
Brand Content
Exceptional Social and
Digital Presence
Intuitive and Interesting Career Site
Findable in Search
Excellent Mobile
Experience
Opt-in Ongoing
Relationship
Employer brand and recruitment
marketing resource:
Visit our employer resource center
Your questions
Contact us to today to find out about the innovative solutions we have to help get your employer brand content out to the right talent at the right moment.
Contact: Carolyn McMann Carolyn McMahon North American Sales Director [email protected] Phone:
Employer Brand Solutions
Thank you
A Good Reputation Mattersfor both talent acquisition and retention
53% said “a great deal”
eFinancialCareers Employer Brand 2016 U.S research
Increased likelihood of applying if company has a
good reputation
47% said “a great deal”
Increased likelihood of staying if current employer
has strong reputation
1 in 3 said 6-10-% less” salary
Willingness to take lower salary
87% 70% 90%
even if unemployed
Sources: 1 Corporate Responsibility Magazine / Alleges Group Services Study 8/12 2 eFinancialCareers 2016 Employer Brand Research
Would not take a job at a company with a
bad reputation1
A Bad Reputation Matters Too
if they didn’t feel good about company’s reputation
Likely to voluntarily leave2
for both talent acquisition and retention
69% 62%
Company reviews
Search
News site articles
Paid search
Alumni
Summing up the new candidate journey
Job board
Career site
Email lead nurturing
Personal network
Mobil app
Niche sites (eFinancialCareers)
Talent prospects
Hires
Influencers
Journey Starts Anywhere Your
Employer Brand Can Be
Encountered
Average of 18 sources* before
deciding to applyComplex > Multiple Digital Touch Points
Talent-driven > Scarcity of Talent Relational > Proactive (talent pipelines)
Expanded Recruiter Scope > More like marketingSourcing Focus > Passive candidates Candidate Approach > Personalized
Time to Hire > Longer, 3-months to a year+
1. Audit Your Experience
All these need efc brand styled icons…these are just conceptual ideas.
Be There in the Moments That Matter
Engaging Employer
Brand Content
Exceptional Social and
Digital Presence
Intuitive and Interesting Career Site
Easy Search Discovery
Excellent Mobile
Experience
Opt-in Ongoing
Relationship
2. Audit Talent Competitors
3. Identify Gaps
4. Develop Talent Personas
5. Map Persona Journeys
6. Identify Persona’s Content Needs at Each Stage of the Journey
6. Create Your Plan
7. Measure What Matters
Your Mobile Candidate Experience Matters• Mobile responsive career site
• Fast loading pages
• Good navigation
• Mobile-optimzied content
• Mobile application: Low time to apply / less than 25 applications questions
• Mobile resume upload
• Responsive email
Helpful resources
Employer resource center Marketing Profs
Kissmetrics blog CMI website Slideshare
Marketing library
FPO
HR Metrics CEO’s Care About• Revenue / sales
• Positive impact on customer service
• Increased productivity
• New hire failure rate / turnover
• Diversity (to better reflect customer diversity)
• Innovation
Sources: Cielo Talent Acquistion 360 Report 1 Link to blog post on efc from John Sullivan
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