Why Recruitment Marketing Now? - lunchwithhaley.com€¦ · PROACTIVE about asking for reviews....

transcript

Why Recruitment Marketing Now?A Guide for Staffing Companies in 2020

PRESENTED BY

Matt LozarDirector of Recruitment Marketing

A few months ago,sourcing talent was like looking for a needle in a haystack.

Today,it’s like finding 10 needles…

in 100 haystacks!

Unemployment Rate

February 2020 3.5%Lowest percentage in decades

March 2020 4.4%

April 2020 14.7%Highest percentage in decades

May 2020 13.3%Lower, but still high!

Unemployment Claims

March 2020 10.7 million

April 2020 20.2 million

May 2020 12.3 million

48 million Since the middle of March!

But why should we bespending

RIGHT NOW?

How do yougrow a tree in a

flower potof resources?

Building the Case for Recruitment Marketing

• Great talent is still hard to find (it is always hard to find!)• Recruitment budgets have been cut• More noise online

The bottom line:

Recruiting today is about doing more…with less!

YOU NEED TO:• Source talent faster. In this market, speed wins!• Attract the RIGHT talent…not just any talent.• Tell the right story…so candidates want to work for you.

YOU NEED TO:• Fight against negative reviews.• Get more ROI from your job board spend.• Convince people to go to work.

It’s a money AND a safety issue.

What Is Recruitment Marketing?

“Recruitment Marketing is everything that goes into getting a job candidate

to click the apply button.”

What Is Recruitment Marketing?

“Recruitment Marketing is getting your jobs filled … with the right people …

faster than your competitors –for the lowest possible cost per candidate.”

It’s time to

DO MOREwith less.

Four Pillars of Recruitment Marketing

CAREER SITE JOB ADS &DISTRIBUTION

SOCIALRECRUITING

EMPLOYMENTBRANDING

CAREER SITE JOB ADS &DISTRIBUTION

SOCIALRECRUITING

EMPLOYMENTBRANDING

Why Employer Branding Is Important

Chatbot Study

Job seeker most commonly asked COVID-19 questions:• Company reaction: 47%

• Hiring related: 23%

• Interview related: 11%

Study on Empathy

• 94% of Americans say empathy is important…

• BUT, only 50% of Americans are empathetic!

• Health

• Help

• People

• Employees

• Support

Which Posts Generated the Most Engagement

• Social Distancing

• Health Authorities

• Public Health

• Take Care

• Healthcare Workers

What Influences Your Brand?

Traditional Employer Branding• Company values• Testimonials• Awards• Focus / Specialty• Experience• Your recruiters• Community service• Career paths• Conversion rates from temp to full time

What Influences Your Brand?

Today’s Employer Branding• Safety• Remote work opportunities• Remote interviewing• Onboarding process• Technology / Communication

Branding Tactics You Can Implement Right Now

1) Build POSITIVE Reviews

In March, Glassdoor reviews mentioning layoffs increased by 60%.

To protect your reputation, you must bePROACTIVE about asking for reviews.

2) Write Better Job Descriptions

Start your posts with WIIFM“What’s In It For Me,” the job candidate?

3) Address Job-Seeker Concerns• Safety• Full time vs. Part time• Remote availability• Childcare coverage

4) Adjust Your Digital Marketing Imagery• Highlight workplace safety• Show employees wearing PPE

Cost Per Applicant Decreased by 46.6 %!

5) Create Video Content• Showcase your team • Showcase talent • Show how you help others

JOB ADS &DISTRIBUTION

SOCIALRECRUITING

EMPLOYMENTBRANDING

CAREER SITE

WEBSITEis your storefront.

“Don’t build your house on rented land.”

Website Tactics You Can Implement Right Now

1) Update your message• COVID-19 response and resources• Community outreach• Safety for your team• New hiring and onboarding

procedures

2) Improve your career portal• Mobile friendly• Frictionless application process• Automated job distribution• Talent re-engagement• Job-specific performance metrics

3) Use your analytics• Traffic sources• Entry pages• Exit pages

4) Then make changes• More CTAs• Better CTAs• Simplify Forms• Visitor Tracking

5) Make better decisions• Job-Level Data• Source Tracking

EMPLOYMENTBRANDING

CAREER SITE

SOCIAL RECRUITING

Social Recruiting Is NOTJust Posting Jobs on Social Media

Social Recruiting

“Using social mediato land ACTIVE job seekers, attract PASSIVE job seekers

and nurture relationships with ALL job seekers.”

Where do we

START?

Social Media Tactics You Can Implement Right Now

1) Share more jobs• Businesses that are reopening• Remote work options• Safe workplaces

2) Show your employer brand• How are you helping people?• How is your business adjusting? • Showcase your values

3) Target your candidate database• Matched audience advertising• Strengthen your positioning• Reactivate talent• Increase referrals

Returning visitors

are TWICE as likely to apply for a job!

SOCIALRECRUITING

EMPLOYMENTBRANDING

CAREER SITE

48% of Jobs Get 2% of Applications… and 6% of Jobs Get 45% of the Budget

Time and money.It’s all about

BALANCE.

Get With the Program(matic)

High Med Low

100 Jobs

50% Budget10 jobs

$0.40 CPC

40% Budget30 Jobs

$0.30 CPC

10% Budget20 Jobs

$0.20 CPC

40 JobsNo

Job Boards: Indeed and ZipRecruiter

RULE: Max Applies = 50

Cost/App High Medium Low

Indeed $3.75 $3.50 $2.00

ZipRecruiter $4.50 $3.00 $2.50

How Does the 50 Application Rule Work?

Increase Efficiency of Recruitment Spend

1) Stop manually posting!

2) Automate job-title testingand location expansion.

3) Maintain budget flexibilityto deal with uncertainty ofjob orders.

4) Data. Data. Data.

Recruitment marketing isn’t just for big companies.

It’s for YOUR

COMPANY!

Any questions?1.888.696.2900

info@haleymarketing.com

@haleymarketing

www.facebook.com/HaleyMarketing/

https://haleymarketing.com/covid-recovery

Coming Next:

NetSocial. Your Content. Amplified!Tuesday, June 23, 2020 at 2 PM ET

Reserve your seat:

www.lunchwithhaley.com

Why Recruitment Marketing Now? - lunchwithhaley.com€¦ · PROACTIVE about asking for reviews....

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