Trends in Recruitment Marketing
Presented by Alan LovitzOctober 2009
Agenda
• Introductions• Testing Your Recruitment Aptitude• Metrics & Trends• Research Tools• Employer Branding• Traffic Driving Strategies• Building A Pipeline• Recruitment Cutting Edge
The Candidate Funnel
4% of the people looking for work
96 % of the people who are currently
working and not actively
looking
Testing Your Recruitment Aptitude
How do these recruitment platforms rank in terms of where candidates are coming from?
• Agencies• Career Fairs• College Recruiting• Direct Sourcing• Employee Referrals• Internet• Newspapers• Other
Where Are The Best Candidates Searching?(How do you know you’re getting the top 10%?)
61% of all external hires can be attributed to just 2 channels—referrals by
current employees and the Internet.
[Just 5.5% come from traditional want-ads]
Testing Your Recruitment Aptitude
Emerging Markets:
1. What % of the U.S Population is non-white today?
2. What is the fastest growing ethnic group in the U.S. today?
Emerging Markets
Minorities:
The emerging majority in the U.S. population –
By 2050, 47% of the U.S. population is projected to be
made up of so-called minority groups.
Source: U.S. population projections, 2000-2050. U.S. Census Bureau. Accessed online at:www.census.gov/population/www/projections/natsum-T5.html
Emerging Markets: 2004 Percentage Hispanic in the US
Media & Lifestyle Survey
Competitive Website Analysis• Analyze Company’s Career Website Vs. Two Top Competitors• Benchmark Your Career Website Against ‘Best Practices For
Website Development’• Evaluate The ‘Strengths & Weaknesses’ Of Each Of Your
Competitors• Conduct Gap Analysis And Outline Opportunities For Company
To ‘Leap Frog’ To A Position Of Strength Over The Competition• Provide A Written Executive Summary Of Strengths,
Weaknesses & Opportunities, As Well As A Proposal For Recommendations, Pricing And Timelines.
• Analysis Will Be Provided Within 10 Business Days
Your Brand
www.CompanyCareerSite.com
Internal External
Interactive
Collateral Direct Mail
Radio/TV
ERP PR
Benefits of Brand Positioning
• If we’re true to the Company’s brand -
or experience - advertising & communications should:
- increase self-selection - increase retention - increase employee referrals
Ad Campaign “Before”
Employer Brand Campaign “After”
Job Board Branding
Traditional - 3 column ad
Up & Down Google 2 column ad
VS.
Leveraging The Internet ToReduce Size and Cost of Newsprint Ads
Job-seeker clicks on top
sponsored link/search
result.
The Process
Leveraging The Internet To Build Your BrandHTML Profile Pages (Flash Animation) www.google.com
PRINT AD
VANITY URL DRIVES CANDIDATES TO PROFILE PAGE ONLINE
Leveraging The Internet: Vanity URL
Integrated, Interactive Recruitment
Email Marketing: “Emerging Markets”
THE SOLUTION:Develop and Implement a Web-Based Relationship-Marketing Program:• Keep the Company Name in Front of the Candidate• Keep Candidate Apprised of Relevant Company News & Accomplishments• Engage Candidate in Web-Based Activities• Build Candidate Interest Culminating in a Recruitment Event/Overture• Have the ability to track candidate response and source
Pipeline Building Strategy
eCards
http://www.jobsurveys.com/riverside2.htm
To View eNewsletter Sample: http://www.jobsurveys.com/Sovnewsletter.htm
Employee Referral Program
• Effective ERP Can Net 40% of Hires• ERP Platform Options
– Traditional– Web-based
• Micro-site• E-Cards
– Non-Employee Referrals
Online Employee Referral Program
Testing Your Recruitment Aptitude
What item - that every one of us currently has in our
possession - may become one of the hottest new
recruitment platforms?
Wireless Application Protocol (WAP)Mobile/Text Marketing
• Mobile Skews To Tech Savvy and Younger Audiences• Can Target By Blackberry and By Carrier
VZ Wireless; Older, T-Mobile; Younger
Potential Strategies Include:- Click To Call (Speak to the Recruiter)- Click To Form Fill (Bridge Online to Mobile)- Click To Text (Ongoing Interactions) (Includes Link to WAP site)- Click To Polling (Instantaneous Feedback/Engage Candidates)- Click To Video (Leads To Video or Landing Page/Data Capture
Search Engine Marketing on Google
• Buy Keywords on Google • Drive Traffic to Sponsored Link;
HTML Profile Page or Micro-site• Capture Passive Talent • By Geographic Area, By Discipline
Why Blogs?
• Contains Fresher Content - Websites Are Not Updated More Than A Few Times A Year
• Easier To Update And/Or Add New Info Regularly • Fall Higher In The Rankings Than A Website
- Content More Relevant- Additional Blog Search Engines (i.e., Technorati)
• The Client Can Determine Who Has Write-Permission And Approve Content
• Ability to Track Keywords Being Used By Potential Candidate- Therefore More Effective SEO (Search Engine Optimization)
• You Can Easily Pull Relevant Data From Other Relevant Sites