The Secret Sauce of High-Performance Recruitment Marketing

© 2014 Brandon Hall Group, Inc.

The Secret Sauce of High-PerformanceRecruitment Marketing


Presenters


About Brandon Hall Group

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• What is Recruitment Marketing• 5 Tenants of High-Performance Recruitment

Marketing• How 1-800 Contacts Developed their Recruitment

Marketing Strategy• What We Know About Today’s Candidates• How to Use Glassdoor to Develop an Employer Brand

Agenda


Recruiters Under Pressure


Talent Acquisition Priorities for 2014

8


Poll Question #1

How are you enabling better hiring in 2014?– Strengthening Employer Brand – Improving Candidate Experience– Optimizing Sourcing Spend– Reducing Cost Per Hire & Time to Fill– Investing in New Technology– Planning for Talent Needs in Advance


• Top priority for Highly Effective Hiring Organizations (HEOs) is strengthening employer brand

• Attracting more talent is #3 priority for HEOs

• 60% of HEOs plan for talent needs at least quarterly

10

Pressing Question: How do you enable better hiring?


• How does one attract talent while still delivering on day-to-day responsibilities?

• What is recruitment marketing and how can it impact our ability to hire better talent?

11

Pressing Question: How do you enable better hiring?

Available for purchase in Brandon Hall Group’s online store


What is Recruitment Marketing?

12

Brandon Hall Group defines Recruitment Marketing as:

All activities and strategies aimed at building and maintaining employer brand; Efforts to extend reach and exposure of career opportunities; and All management of messaging and advertising of talent acquisition efforts.


Dispelling Misconceptions: What Recruitment Marketing is Not


5 Tenets of High-Performance Recruitment Marketing


5 Tenets of High-Performance Recruitment Marketing:

Authenticity



Engagement



Cohesion


5 Tenets of High-Performance Recruitment

Marketing: Cohesion


• Readily adaptable to meet changing needs, be it targeted sourcing or rapid growth.

• Built on the more elementary aspects of your employee value proposition and company culture.

19

5 Tenets of High-Performance Recruitment Marketing: Agility



Measurement



Measurement•Return on investment for each initiative –•Breakdown of performance for each sourcing channel •Changes in web traffic •Changes in other key metrics – including cost-per- hire, time-to-hire, and quality of hires


Poll Question #2

Which Tenets of High-Performance Recruitment Marketing are You Focused On?•Authenticity•Engagement•Cohesion•Agility•Measurement


Key Components of High Performance Marketing


Key Components of High Performance Marketing: Search Engine Marketing

24

In Talent Acquisition:•SEM drives search traffic to your careers portal•SEM increases visibility of open jobs and employer brand


Key Components of High Performance Marketing: Search Engine Marketing

25


Social media marketing involves all activity and efforts to grow and engage a community of candidates across various social channels.

Key Components of High Performance Marketing: Social Media Marketing

26


Key Components of High Performance Marketing: Candidate Relationship

Management• CRM is the practice of

managing interactions with present, past, and future candidates

• Serves as safety net, talent pipeline, and communications platform

27


Key Components of High Performance Marketing: Candidate Relationship

Management

28


Key Components of High Performance Marketing: Content Marketing

Consumer content marketing leverages the creation and

sharing of media (news articles, viral videos, topical research, infographics, photos, etc.) in

order to inspire new business.

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Key Components of High Performance Marketing: Content Marketing

30

Content marketing initiatives for talent acquisition engage candidates by piquing their interest, and inspiring them to apply for or share your open jobs.


Key Components of High Performance Marketing: Employer Brand

Management

31


Key Components of High Performance Marketing: Employer Brand

Management

32


Poll Question #3

Which components of recruitment marketing are you using for talent acquisition?

– Search Engine Marketing– Social Media Marketing– Candidate Relationship Management– Content Marketing– Employer Brand Management


Tenets and Components: A Winning Combination for High

Performance Recruitment Marketing


Recruitment Marketing atRecruitment Marketing at1-800 Contacts1-800 Contacts


– Where were we?Where were we?– Where are we today?Where are we today?– Where are we going?Where are we going?

1-800 Contacts Employer Branding


The DilemmaRetail organization dependent upon web revenue– Where does “Careers” fit?

Recruiting has never been a challenge– Award winning organization– Strong history of employee

referrals– History of more traditional

job posting


Wake Up Call

If we’re an award winning company with an amazing culture, how do we make sure that an active or passive candidate knows the truth?!

Tighter recruiting market for certain talent

Almost all job searchers are online

Absence of adequate information online


• Invested in web real estate to fortify our story

• Spent time on the presentation of 1-800– Text

– Images

– Strategic locations

• Measured and tested results of various sites

• Increased investments when successful

• Continue to test new messaging opportunities

How 1-800 Responded


Glassdoor Experience


What Next?

Social Media MarketingSocial Media Marketing•Try new SM productsTry new SM products•Expand exposure through Expand exposure through current SM outletscurrent SM outlets

Brand ManagementBrand Management•Segmenting our messages to Segmenting our messages to more targeted audiencesmore targeted audiences•Make sure that 1-800’s greatest selling Make sure that 1-800’s greatest selling points are very visiblepoints are very visible•Relevant, fun, illustrativeRelevant, fun, illustrative

MetricsMetrics•Track everything!Track everything!



84% Would leave their current job for a company with an excellent reputation69% of Americans would not take a job with a company that had a bad reputation

Why Employer Branding Matters


Helping People Find The Jobs & Companies They Love!

6Mcontent

300Kcompanies

15Mjobs

190countries

has become the most trusted and transparent place for today’s candidates

to search for jobs and research companies

23Mmembers

Member growth over 5 yrs

48%of job seekersuse Glassdoor

(Software Advice, Jan 2014)

Employer BrandingJob Advertising Data & Analytics

About Glassdoor


The Results We See

2x better applicant quality vs traditional job boards

30% lower cost-per-hire than other recruitment channels

3x more influence over candidates’ decisions


Questions?


Until Next Time!


Date post:	23-Aug-2014
Category:	Recruiting & HR
Upload:	glassdoor-for-employers
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The Secret Sauce of High-Performance Recruitment Marketing

Recruiting & HR