Date post: | 14-Jul-2015 |
Category: |
Recruiting & HR |
Upload: | hireclix |
View: | 167 times |
Download: | 0 times |
Today’s Discussion
• About HireClix• Diversity Recruiting Today – OFCCP & Diversity Boards• Understanding the Diversity Candidate Network• Customized Targeting for Each Organization’s Goals• Campaign Source Tracking with your ATS• Questions
HireClix – Digital Recruitment Marketing Agency
• Based outside of Boston – Gloucester, MA• Core Digital Marketing Team from Monster.com• Consumer Ad Agency Approach Focused on Recruiting• Independent Advisor – Media & Technology• Develop Campaigns for Key Recruiting Initiatives
•Diversity, Campus & More• ATS Analytics Practice – Strategically Leverage Data• Zealous Service
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Diversity Recruiting Today - OFCCP
OFCCP Compliance
Compliance = GoodOverall Candidates = Fair
Delivering Diverse Talent = Poor
Diversity Recruiting Today – Job Boards
Post and and hope candidates find the site and then find your job…
Diversity Sites Rapidly Fragment
Understanding the Audience:• Reduce Relevant Visitors for Geography• Reduce Relevant Visitors for Functional Role• Consider Placement on Site – Where do my jobs appear?
Diversity Sites Rapidly Fragment
Understanding the Audience:Reduce for GeographyReduce for Functional RoleConsider Placement on Site
Will Your Job be Seen?Google Search Metrics –On average, 71.33% of searches result in a page one organic click. On the first page alone, the first 5 results account for 67.60% of all the clicks. Page two and three get only 5.59% of the clicks. Source: Moz.comhttp://moz.com/blog/google-organic-click-through-rates-in-2014
Diversity Sites Struggle with Volume
Understanding the Audience:Reduce for GeographyReduce for Functional RoleConsider Placement on Site
Diversity Candidate Network
Proactively targeting diverse candidates where they spend time…
Diversity Job Sites
Defining a Targeted Diversity Audience
Target Diversity Goal Target Geography Target by Job Criteria
• Race• Ethnicity• Sex• Veteran• Etc.
• Select Markets• Local vs. National• Campus • Hyper-targeted
• Functional Area• Education• Job Title• Income Level• Interests• Skills
Diversity Targeting - Region, Candidate & Website
Targeting by DMA
Targeting by Area Code
Targeting by City & State
Major Media Sites
Diversity TargetingTargeting by DMA
Strategically Recruiting Veterans
Making a Push for Hiring Veterans in the Boston area
Estimated Reach:50,000
Facebook Advertising
• Drive Candidates to Specific Roles• Targeting Based on Job Titles & Competitors + Diversity
Add Diversity Criteria
LinkedIn DirectAds for Diversity
• Drive Candidates to Field Opportunities• Targeting Based on Geography, Job Titles, Relevant Groups, Job Function, Industries, Skills & Competitors
Add Diversity Criteria
ATS Tracking - Measuring Recruiting ROI
Cost Per Apply
Advertising Channel
Total Cost Clicks CPC Applies CTA CPAQuality
Applicants
Quality Applicant
Conversion Rate
CPQA
DCN Campaign 1 $17,554.59 3352 $5.20 1,510 4.5% $11.63 87 5.76% $201.78
DCN Campaign 2 $6,236.65 1609 $3.90 513 3.2% $12.16 18 3.51% $346.48
DCN Campaign 3 $2,900.00 175 $1.65 246 14.0% $11.79 16 6.50% $181.25
DCN Campaign 3 $424.07 50 $8.50 13 2.6% $32.62 1 7.69% $424.07
DCN Campaign 4 $621.45 11 $57.00 3 2.8% $207.15 0 0.00% $621.45
DCN Campaign 5 $481.25 167 $2.90 54 3.2% $8.91 0 0.00% $481.25
DCN Campaign 6 $6,808.70 1991 $3.40 505 2.5% $13.48 29 5.74% $234.78
Total $35,026.71 7,356 $4.80 2,844 3.9% $12.32 151 5.31% $231.96
Diversity Candidate Network Pricing
What’s Included….• Create Customized Diversity Audiences• Collaborate on Branded Diversity Messaging• Leverage ATS Tracking • Measure Results• Typically $10,000 campaigns
• CPM is typically $10-$50• Targeted Diversity Impressions 200,000 – 1M
Next Steps
• Share Internal Resources used for Diversity Efforts• Strategic goals, diversity mix by location, EEO reporting• Support groups, affinity groups, campus efforts, etc.
• Agree on Diverse Candidate Targeting and Goals• Discuss needs by functional area, geography & diversity goals• Discuss ‘call to action’ – Apply vs. Talent Community
• Build out DCN Campaign Assets• Create fully branded diversity recruitment advertising ads• Establish tracking codes with the ATS
• Measure Results