candidate attraction and job marketing strategies

Candidate Attraction & Job Marketing Strategies Stephen Schwander & Ian Alexander

Agenda

•  What is candidate attraction? •  Recruiting challenges •  Reasons for implementing strategies •  Key practices for success •  Q&A

What is Candidate Attraction?

Candidate attraction is the act of getting open positions in front of qualified candidates in a compelling way

•  Job boards •  Social networks •  Digital ads •  Display ads •  Events •  Recruitment agencies

Recruiting Challenges

•  Poor candidate experience •  Applying for closed requisitions •  Chasing outdated links •  Personal information hijacked by third party

aggregators

•  Not enough “good” candidates. Broad attraction strategies yield more and more unqualified applicants.

•  Lack of scalability. Reactive attraction strategies slow time to fill and don’t anticipate future need.

Recruiting Challenges

•  Stagnant budgets. Few companies are increasing post recession recruiting budgets.

•  Lack of awareness. More specialized channels to candidates makes it more difficult to build awareness of jobs.

•  Poor visibility into performance. Siloed job ad performance analytics makes evaluating effectiveness difficult.

Keys to Candidate Attraction Success

Poll What challenges do you face?

Candidate Attraction Strategies

•  Start with segmentation •  Use candidate personas •  Utilize expanded channels •  Centrally control and automate •  Continuously analyze and refine

More targeted, multi-channel

Basic capability, limited reach

Basic efficiencies in place

All activities optimized

Strategic Value Gap

BASI

C

FUNC

TION

AL

MOD

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OPTI

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Copyright © 2015 Talemetry, Inc. All rights reserved. 8  

INBOUND ATTRACTION •  Manual job posting to each

job board

OUTBOUND SOURCING •  Basic database searching

separately of job boards •  Basic ATS searching of past

applicants •  Overuse of agencies ENGAGEMENT/NURTURING •  Apply auto response CONVERSION/CANDIDATE EXPERIENCE •  Basic career site •  Basic Web apply process

Capabilities

INBOUND ATTRACTION •  Automated job advertising •  Centralized job advertising •  Free and diversity sites

OUTBOUND SOURCING •  Centralized multi-database

sourcing/searching ENGAGEMENT/NURTURING •  One-to-One recruiter email

outreach CONVERSION/CANDIDATE EXPERIENCE •  Job specific apply processes •  Ownership of career site •  Site level SEO

INBOUND ATTRACTION •  Measurement and

optimization

OUTBOUND SOURCING •  Measurement and

optimization ENGAGEMENT/NURTURING •  Measurement and

Optimization

CONVERSION/CANDIDATE EXPERIENCE •  Candidate surveys •  Measurement and

Optimization OPTIMIZED MANAGEMENT •  Unified sourcing analytics •  Traffic sources •  Source of applicants •  Source of hire •  Applicant conversion rates •  Email open/click rates •  Recruiter/agency efficient •  Activity analytics for recruiters

Busin

ess V

alue

Competitive Lagging

A$rac(on  Maturity  Model  

INBOUND ATTRACTION •  Per-click advertising •  Social site advertising •  Referral programs

OUTBOUND SOURCING •  Talent Networks •  Job talent pipelines •  CRM & email campaigns •  Agency/job distribution ENGAGEMENT/NURTURING •  Talent Networks •  Email engagement programs/

content CONVERSION/CANDIDATE EXPERIENCE •  Targeted/branded career sites •  Internal career sites •  Social and mobile apply •  Job level SEO OPTIMIZED MANAGEMENT •  Basic source tracking

Keys to Candidate Attraction Success

Poll Where do you fall on the model?

Keys to Candidate Attraction Practices

Segment and develop personas •  Model your best candidate for each job family

by: •  Skills •  Competencies •  Current title and job •  Hobbies •  Media consumed •  Stores frequented •  Values

•  Use your experience, your imagination, and hard data from traits of current top performers

Keys to Candidate Attraction Success

Create compelling ads •  Speak directly to your ideal candidate’s strengths and desires •  Use information from your personas •  Avoid bland job descriptions and ATS-generated job titles

Keys to Candidate Attraction Success

Reach candidates where they are •  Use your segmentation information •  Post jobs to the most appropriate channels

•  Broad job boards •  Targeted job boards •  Specific social networks •  Forums •  Pay-per-click ads

Keys to Candidate Attraction Success

Go broad with your distribution •  Use segmentation data •  Start with a large number of channels •  Refine channels based on actual results •  Optimize by job family

Keys to Candidate Attraction Success

Include agencies •  Distribute to agencies the same way you distribute to

other channels •  Formalize process •  Track results •  Optimize by job family

Keys to Candidate Attraction Success

Poll What’s your cost per hire?

Keys to Candidate Attraction Success

Use the right tools •  Centralize job distribution •  Use a single tool that includes boards, social networks,

agencies, digital ads •  Automate and minimize recruiter intervention •  Measure and refine

Keys to Candidate Attraction Success

Integrate with your ATS •  Constant synchronization •  Pull live jobs from your ATS •  Remove closed reqs automatically •  Use source URL tracking for full cycle analytics

Keys to Candidate Attraction Success

Use single source distribution •  Avoid broken links •  Outdated jobs •  Poor candidate experience •  Maintain control

Keys to Candidate Attraction Success

Take advantage of free •  Post all your jobs to popular free sites •  Monster and LinkedIn have launched free postings •  Our analytics show that most organizations get better

performance from free sites for many job types •  Potential HUGE savings

Keys to Candidate Attraction Success

Poll Do you auto-post to free boards?

Keys to Candidate Attraction Success

Declare independence

•  Take media-generated analytics with a grain of salt •  Use media independent tracking URLs •  Standardize tracking results across all channels

Keys to Candidate Attraction Success

Automate everything •  Use persona-based rules •  Include diversity sites for all •  Auto-posting ensures consistency, speeds candidate

response, and frees up recruiters •  Help ensure OFCCP compliance •  Auto-posting to a qualified service provider goes a

step further for compliance and liability

Keys to Candidate Attraction Success

Measure and optimize everything •  Above all – source to hire analytics

•  Job boards •  Social networks •  Pay-per-click •  Digital ads •  Agencies

•  Dig deeper •  Traffic •  Applicants •  Qualified applicants

Keys to Candidate Attraction Success

Measure and optimize everything •  Analyze by job type and persona •  Optimize your spending mix •  A/B test ads and channels •  Advertising is often the largest budget item

Questions and Wrap-up

Free Candidate Attraction

Solution Snapshot report emailed to you

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