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Recruiters as MarketersThe Transformation of Talent Acquisition – May 28, 2015
Michael CirritoGeneral Manager, LinkedIn Federal
Your Next 15 Minutes…
1. Today’s Government Workforce: “Greatest Hits”
2. Tomorrow’s Talent Pool: “The Millennial Challenge”
3. Changing Landscape of Recruiting
4. Recruiters as Marketers / Three Elements of
Success
©2012 LinkedIn Corporation. All Rights Reserved. 2
…More than a third of career federal employees eligible for retirement by September 2017
“
Josh Hicks; The Washington Post, Jan 30, 2014
Government workforce sound bites
Greatest Hits…
Jeffrey Neal – ChiefHRO.com, July 10, 2014
….The lack of 30 and under talent means we will be facing significant leadership shortfalls
“
Government workforce sound bites
Greatest Hits…
….41% report that their work unit lacked the ability to recruit people with the right skills
“
Federal Employee Viewpoint Survey 2014
Government workforce sound bites
Greatest Hits...
Tomorrow’s Federal Workforce
The Millennial Challenge
would accept a 15% pay cut to work for a company with great values **
of the workforce by 2018*
58%
50%
* Bureau of Labor Statistics / ** ConnectEDU / Achievers Class of 2014 Talent Study
Dir
ect
ly t
o t
he c
om
pany
Tomorrow’s Federal Workforce
The Millennial ChallengeD
irectl
y t
o t
he c
om
pan
y
Netw
ork
ing \
recr
uit
ing e
vent
Care
er
serv
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at
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am
pus
Thro
ugh a
fri
end
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inke
dIn
Recr
uit
er
\ H
eadhunte
r
Not
Applic
able
Pla
n t
o s
tay a
t cu
rrent
job
Face
book
Oth
er
job b
oard
Twit
ter
60%
45%
42%
33%
28%
19%
12%
8%
4% 4%
2%
Where do you anticipate searching for your job post graduation?
ConnectEDU / Achievers Class of 2014 Talent Study
60%
The world is
changing fast…Candidates
MoreConnectivity
MoreChoice
MoreChannels
1980’s 1990’s 2000’s 2010’s
FilingCabinet
Recruiters
PrintClassifieds
Online JobChannels
SocialMedia
The best recruiters
act like marketers…
Nurture the candidate process1
Influence passive candidates2
Segment & recruit strategically3
The best recruiters
nurture the candidate processMarketing Recruiting
Goal = Sales
Goal = Hires
Audience = Existing & Potential Customers
Audience = Existing & Potential Employees
Messaging = Value Proposition of Products & Services
Messaging = Value Proposition of Working at Your Agency
Call to Action = Buy our Stuff
Call to Action = Come Work With Us
Success = Purchases Success = Hires
1
The best recruiters
nurture the candidate process
Convert
Unaware
Marketing Recruiting
Goal = Sales
Goal = Hires
Audience = Existing & Potential Customers
Audience = Existing & Potential Employees
Messaging = Value Proposition of Products & Services
Messaging = Value Proposition of Working at Your Agency
Call to Action = Buy our Stuff
Call to Action = Come Work With Us
Success = Purchases Success = Hires
1
are passive and not looking to move
80%
60%
of them are opento opportunity!!
BUT
The best recruiters
engage passive candidates2
48 million members open to opportunities
The best recruiters
segment & recruit strategically
Affinity
Job Fit /Skills Match Ready for proactive
outreachNurture before
contact1:1 Tactics / Red Carpet1:Many Tactics
Reactive Nurture for the future
1:Many Tactics Traditional Gov Recruiting
3
The best recruiters
segment & recruit strategically
Affinity
Job Fit /Skills Match Ready for proactive
outreachNurture before
contact1:1 Tactics / Red Carpet1:Many Tactics
Reactive Nurture for the future
1:Many Tactics Traditional Gov Recruiting
Proactive Recruiting - Recruiter - Phone - Emails / InMails - Job Postings
Awareness & Engagement - Social Media - Content Marketing - Paid Content - Digital Media / Ads - Job Postings (distribution)
Awareness - Social Media - Content Marketing - Digital Media / Ads
Reactive Recruiting - USA Jobs
3
In closing four keys to:
recruiting like a marker
1. Get social
2. Nurture the candidate journey
3. Make passive talent a priority
4. Develop different strategies for different talent pools
Questions / Follow Up: [email protected]
