10 ways to win with recruitment marketing
TRANSCRIPT
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
10 WAYS TO WINWITH RECRUITMENT MARKETING
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Webinar Tips for Attendees• You can connect to audio using your computer’s microphone and speakers.
• Or, you may select “Use Telephone” after joining the Webinar.
• All lines will be muted to avoid background noise.
• You can ask questions at any time by typing them into the Questions Pane.
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Featured Speaker
Alicia GaribaldiSenior Content Marketing Manager
Author of Employer Branding & Recruitment Marketing For Dummies®[email protected]
@albagaribaldi
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Agenda• 10 Ways to Win with Recruitment Marketing• How to Create a Recruitment Marketing Strategy• Understanding Which Metrics to Track • Sharing Results• How to Take Advantage of Social Media
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Recruitment marketing includes all communications that an organization uses to attract talent to its workforce.
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Recruitment Marketing Tools
Career WebsitesBlogsJob PostingsPhotos & VideosSocial MediaEventsEmailsTalent CommunityDisplay Advertising
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
10 WAYS TO WINWITH RECRUITMENT MARKETING
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Create a Unique, Strong and Authentic Brand1
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
“Your brand is what otherpeople say about you whenyou’re not in the room.”
Jeff Bezos – Founder & CEO, Amazon.com
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 1
Would current
employees
recommend
your
organization
to a friend?
What are
job seekers
saying
about you
on
social?
What is
your
company
rating
on
Glassdoor?
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
69%of Glassdoor membersagree their perception of a
company improves after seeing an employer respond to a review
84%would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation } Most in $75-100K salary
range would only require a 1-10% salary increase to consider such a move
Step 1
Source: Glassdoor Survey, October 2014
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Top 5 pieces of information job seekers wantemployers to provide as they search where to work:
Details on what makes the company an attractive place to work
Details on compensation packages
Details on benefit packages
Company mission, vision and values
Basic company information
Step 1
1
2
3
4
5
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
STRONGEMPLOYER BRANDHigh Brand Awareness
Retention
More Job Offers Accepted
Revenue Goes Up
More Quality Applicants
Lower Cost-Per-Hire
Higher Number of Referrals
POOREMPLOYER BRANDLow Brand Awareness
Attrition
Declined Offers
Low Productivity
Long time-to-hire
High Cost-Per-Hire
Poor Referral Programs
vs.
Source: Allegis Group Services Study, August 2012 (1,010 US Workers)
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 1
Companies with agood employer brandsee an average of
22%in reducedrecruitment
fees
Companies with astrong employer brand
enjoy
50%cost-per-hiresavings
Source: Employer Branding Global Study Report Source: LinkedIn
Save Money With Employer Branding
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Train Internal BrandAmbassadors2
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Encourage employees to wear company gear
Involve employees in thehiring process
Utilize referral programs
Step 2
Employee Brand Ambassadors
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 2
Understand Employee Sentiment
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
5 Ways to Develop Brand Ambassadors
Encourage Them
Communicate the Importance
Incentive Them
Train Them
Make It Easy
1
2
3
4
5
Step 2
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Encourage viral photos and videos in all departments
Show the real “you” on a career blog or through social posts
Let employees be who they are
Step 2
Let Employees Be Who They Are
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Track Key PerformanceIndicators3
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Key Metrics
Cost-Per-Hire
Time-to-Hire
Cost-Per-Applicant
App-to-Hire Ratios
Applicant Quality
Step 3
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Key Marketing Campaign Channel Analytics
Step 3
Job Advertising
Social
Events
Employee Referral Program
Recruiting/Staffing Agencies
Cost-per-hire, time-to-hire, cost-per-applicant,app-to-hire ratios, candidate quality
Clicks, mentions, retweets, user demographics, impressions, reach
Candidate quality, time-to-hire, cost-per-hire
Percent of employees who would recommend your business, cost-per-hire
Open rates, click-through rates, response rates
Cost-per-hire, time-to-hire, candidate quality
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Share Results WithStakeholders4
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Assigning Recruitment MarketingRoles & Responsibilities
Career Website Recruiting Employer Branding
Employee Engagement Events Social Recruiting
Email Mobile Calendar & Budget
Step 4
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Make Job Applications Easy
Questions
Layout
Branding
Social
Step 5
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
When Monitoring the Competition, Ask Yourself:
Are your competitors posting jobs in similar places?
What roles are they trying to fill?
Do they have a social presence?
What are their strengths and weaknesses?
Step 6
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Analyze Your Traffic Compared to Competitors
Step 6
Male69%
Female31%
Male73%
Female27%
Male68%
Female32%
Gender
High School4%
College67%
Graduate School30%
Education
High School4%
College58%
Graduate School30%
High School6%
College69%
Graduate School30%
Your Company Competitor 1 Competitor 2
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
See Where Your Competitor Is Investing
Step 6
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Treat Every CandidateLike a Customer
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Step 7
Most job seekers
READ 4-7REVIEWS
before forming anopinion of a company
Source: Glassdoor Analytics, Q1 2015
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Join the conversation
Compliment the good and appreciate the bad
Show candidates that you value and are receptive to employee feedback
Respond to Reviews
Step 7
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Marketing Calendar
Hiring dates and onboarding classes
Recruiting events
Big themes and hiring initiatives
Job advertising start and end dates
Step 8
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Referral candidates are
5X more likely to get hired than other candidates
Employee referralsare the #1 SOURCEfor quality new hires
Source: Staffing.org
Source: ERE
Increase Candidate Quality
Step 9
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Use Social Media at Every Step10
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Social Recruiting — 2 of the Top ChannelsMost Used for Employer Brand Promotion:
Step 10
92%companywebsite
80%social media
&
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Social Media and Job Searching
Step 10
79%are likely to use socialmedia in their job search
86%of people in the first 10 yearsof their career are likely to use social media in their job search
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Social Media and Job Searching
Step 10
Nearly 2 in 3 saytheir employer does not(or know how to) usesocial media to
promote job openings
Nearly 3 in 4 saytheir employer does not(or know how to) promotetheir employment brand
on social media
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Pro Tip
Download Employer Branding for Dummies® or Recruitment Marketing for Dummies® to help you with your strategy!
Confidential and Proprietary © Glassdoor, Inc. 2008-2015 #Glassdoor
Questions?Alicia [email protected]
@albagaribaldi