How ToRecruit Like A
MarketerPresented by Greg Moran, CEO OutMatch
© 2 0 1 7 O u t M a t c h I n c . , A l l R i g h t s R e s e r v e d .
Today’s Presenter
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Greg MoranCEO, OutMatch
Agenda
• The Funnels Tell The Story
• Build Your Strategy
• Define Job Success
• Create Value Propositions
• Polish Recruitment Brand
• Set SMMARRT Goals
• Develop Integrated Campaigns
• Provide Plenty of Content
• Get Creative with Tactics
• Measure what Matters
• Be Agile
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
The Funnel Tells the Story
4
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Define StagesCalculate Conversion
Awareness(Lead)
Interest(MQL)
Consideration(SQL or
Opportunity)
Purchase(Win)
X%
X%
X%
Recruiting Funnel is Just as Critical
5
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
X%
X%
X%
Awareness(Lead)
Interest(MQL)
Consideration(SQL or
Opportunity)
Purchase(Win)
Define StagesCalculate Conversion
Candidates(Lead)
Applicants(MQL)
Interviews(SQL or
Opportunity)
Hires(Win)
X%
X%
X%
Poll
6
Which part of the recruiting funnel do you focus the most resources?
1. Top – Candidates
2. Applicants
3. Interviews
4. Hires
5. Post hire
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Start by Building Your Strategy
7
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
http://www.azquotes.com/author/11790-Michael_Porter
Porter: Don’t Get Stuck in the Middle
8
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Strategic Advantage
Uniqueness Perceived By Customer
Low Cost Position
Differentiation Overall Cost LeadershipIndustrywide
Particular Segment
Only
Focus
Stuck In The Middle
Stra
tegi
c Ta
rge
t
Ask & Answer:• What are the business goals
you are trying to achieve?
• How will our talent goals serve the business goals?
• How will we measure success?
• What it means for an employee to be successful in a specific role.
What Defines Success? Personas & Ideal Job Profiles
9
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
The desired set of specific traits a candidate possesses to be a strong fit for the role.
Great Value Propositions…
10
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
• Explain how your product solves customers’ problems or improves their situation (relevancy)
• Deliver specific benefits (quantified value)
• Tell the ideal customer why they should buy from you and not from the competition (unique differentiation)https://conversionxl.com/value-proposition-examples-how-to-create/
Use a Formula to Write Your Value Proposition
11
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
For who
our is
that .
Target CustomerStatement of the
Need or Opportunity
Product / Service Name
Product Category
Statement of Benefit
Use a Formula to Write Your Value Proposition
12
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
For who
our is
that .
CHROsneed to reduce
turnover
assessment selection platform
matches the right person with the right job
Use a Formula to Write Your Value Proposition
13
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
For who
our is
that .
millennialswant to run a
business & give back to the community
restaurant the business
delivers both business experience and social responsibility
Your Brand is Much More Than Your Logo
14
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Building Your Brand Requires Analysis
15
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Minchington, Brett, 15 Employer Branding Best Practices You Need To Know, eremedia.com
Why Would Someone Want To Work For You?
What % of managers have received training in how to
deliver the brand experience?
What perception do employees and candidates
have about your employer brand?
What % of employees would recommend your company as
a great place to work?
What level of visibility do you have of your employees &
talent pool?
S.M.A.R.T. Goals are Not Enough!
16
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Specific
Measurable
Agreed upon
Realistic
Time-based
S.M.A.R.T. Goals are Not Enough!
17
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Specific
Measurable
Agreed upon
Realistic
Time-based
Meaningful
Repeatable
Leads/Candidates
Opportunities/Interviews
Build an Integrated Plan
18
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Define Expectations
Develop Actionable
Insights
Design Program
PlansExecute
Programs
Optimize Programs
The CMO Manifesto, A 100-Day Action Plan for Marketing Change Agents by John Ellet, 2012
Content Is King!
19
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
92% B2B Buyers Research Online
81% of Shoppers Conduct Online Research
Brafton
AdWeek
Content Is King, For Candidates Too!
20
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
7 Things to Research Before Any Job Interview
52% of job seekers used 4 or moreonline resourcesPew Internet
Here’s How to Generate This Content
21
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Job Descriptions & Career Sites
Partner Sites
Assessment Results & Job Profiles
Videos & Podcasts
Social Media
Guerrilla Marketing Matters
22
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
“Innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product.”
Employee Social Campaigns
Food Trucks at Competitor Locations
Send Direct Mail to Candidate
Referral Bonuses to Partners & Clients
Metrics Matter
23
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Time to Fill
Cost to Acquire
Applicant Quantity
Quality of Hire
Compliance/Adoption
Onboarding Engagement
Diversity/Adverse Impact
Offer-to-Acceptance Ratio
Poll
24
What metric does your company value most?
1. Time to fill
2. Cost to acquire
3. Applicant quantity
4. Quality of hire
5. Compliance adoption
6. Onboarding engagement
7. Diversity/Adverse Impact
8. Offer-to-acceptance ratio
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
The Final Word - Agility
25
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Poll
26
Would you like to speak with a hiring expert on how
to improve you hiring process?
1. Yes
2. No
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Summary: Recruiting Lessaons from Marketing
• The Funnels Tell The StoryDefine stages, calculate conversion
• Build Your StrategyCost leadership, differentiation, focus
• Define Job SuccessSpecific traits for a strong fit
• Create Value PropositionsHow solve problems, main benefits
• Polish Recruitment BrandMuch more than your logo
• Set SMMARRT GoalsMeaningful, repeatable measurement
• Develop Integrated CampaignsNo “silver bullet”
• Provide Plenty of ContentCandidates are curious
• Get Creative with TacticsUnconventional & low cost
• Measure what MattersNo “vanity” metrics
• Be AgilePlan, run, evaluate, improve
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
@OutMatchHCM #OutMatchInsights© 2017 OutMatch Inc., All Rights Reserved.
Questions?