game changer: applying marketing mindset to recrutment

Game Changer Applying a Marketing Mindset to recruitment

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Agenda

WHY 1. Talent behavior & recruitment have

changed HOW 2. Apply a marketing mindset to recruitment

can help you win the game

WHAT 3. Metrics can measure success

WHY | Talent behavior & recruitment have changed

Our behavior and decision-making process has forever changed

The decision making journey has changed

of the decision process is complete prior to any

interaction with your business

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012

Pieces of content are consumed before

a decision is made

Source: Zero Moment of Truth Study, Google

Marketing a phone is very similar to filling a job vacancy Brand

building

Where the recruitment game is still at today….

Pray

Passive, wait

Change your recruitment game with a marketing mindset

Pray

Passive, wait

Prey

Active, influence with employer brand

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Kahoot.it

HOW | Applying a marketing mindset to recruitment can help you win the game

The power base has shifted to the candidate Adopt a completely different recruitment mentality

“Why do you want to work for me?”

Company First

“Let me help you understand us”

Candidate First

To put candidate first, apply a marketing mindset to recruitment

“Let me help you understand us”

Candidate First

Keys strategies of ‘Candidate First’ recruitment philosophy

“Let me help you understand us”

Candidate First Be human Describe ‘a day in the life of’

Allow staff to tell their story

Demonstrate the company’s culture

Be helpful “how can we help you make the best decision?”

Be personalized Personalise the organisation’s purpose to different talent segments

Marketing mindset to recruitment 3 simple steps

Step 1: Define your ideal talent

Step 2: Tell them who you are

Step 3: Make it easy for them to get hired

Marketing mindset to recruitment 3 simple steps

Step 1: Define your ideal talent

Step 1 – Define your ideal talent A) Understand who you want

Persona Professional Personal Message

Sales

Title Seniority Experience Skill Location

Goals Interests

How What Who Why When

Title: Software Engineer, Software Developer, System Engineer, Software Architect, Programmer Skills: Java, PHP Location: SG, SF

Career Motivators: Comp & Ben Work/Life Balance Career Path Challenging Work Trending Topics: Cloud Computing (Google/Amazon), Android, Big Data,

How are you leading the industry? What do current engineers think about working at your company? What type of projects would interest them?

Paul the Software Engineer

Step 1 – Define your ideal talent B) Know what they care about

$

Excellent C&B 59%

Culture that fit my personality

40%

Strong career path 37%

Value employee contributions

35%

Work Life

Good work/life balance

54%

What do professionals in Hong Kong want?

Step 1 – Define your ideal talent B) Know what they care about

Leverage big data!

Marketing mindset to recruitment 3 simple steps

Step 2: Tell them who you are

Step 1 Define your ideal talent

Step 2: Tell them who you are A) Know who you are

Benefits

Career Path

Great Colleagues

Work Life Balance

Strategic Vision Culture

Career Progression

Step 2: Tell them who you are B) Match who you are with what they love

Select a few key things you will communicate

Step 2: Tell them who you are C) Craft your stories

HR Marketing / PR / Comms

Employees Senior executives

Step 2: Tell them who you are Good stories - HKBN

Glossary of terms

‘Life-work’ priority

Shortened office working hours from 9-6 to 9-5

Discourage meetings that may run past 5pm and prohibit meetings in the afternoon on early off Fridays

Family care leave

“We want you to either love us or hate us, but don’t feel indifferent towards us.”

Terminate bottom 5% policy

An elite sports team with a strong common desire to win, rather than a family with unconditional love

Step 2: Tell them who you are Good stories – Changi Airport

#FacesofChangi– from front-line staff to management

Step 2: Tell them who you are Good stories – McDonald’s

Fast-food giant in need of digital talent

Step 2: Tell them who you are Good stories – L’Oreal

Style and creativity at the heart of both the company and employer brand

Step 2: Tell them who you are D) Bring your story to the right people

Your resources & time are limited…….. Know who you are REALLY talking to

Marketing mindset to recruitment 3 simple steps

Step 3: Make it easy for them to get hired

Step 2: Tell them who you are

Step 1 Define your ideal talent

Step 3: Make it easy for them to get hired A) Form a talent community

Build your tribe of followers – your prime talent pool

95% Followers are 95% more

likely to respond to an InMail

61% Members are 61% more likely to share information as a result of

following your company

79% 79% of members are interested

in job opportunities from companies they are following

Step 3: Make it easy for them to get hired B) Expand & engage your talent community constantly

Step 3: Make it easy for them to get hired C) Simplify, simplify, simplify

LinkedIn Opportunity

Hours 2 minutes, 2 clicks vs.

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WHAT | metrics to measure success

Why should you care?

Savings in cost per hire is associated with a strong

employer brand

50% Up to

Reduction in employee turnover is associated with a strong employer

brand

28% Up to

Source: Eda Gultekin, What’s the Value of Your Employment Brand?, http://lnkd.in/valueofEB

True North Metrics

A coherent consumer & talent branding strategy pays significant dividends

1. LinkedIn & Lippincott 2014, Aligning your consumer brand and your talent brand

Companies that have both a strong employer brand & consumer brand have a 36% higher 5-year value growth rate on average1.

40

How To Measure the outcome of Recruitment Marketing = Employer Brand

Client’s Data

Intangible LinkedIn Data

41

How To Measure the outcome of Recruitment Marketing = Employer Brand

Client’s Data

Intangible LinkedIn Data

Intangible Qualitative Elements

43

How To Measure Employer Branding

Client’s Data

Intangible LinkedIn Data

44

Website traffic

Multiple page views Time on site Job views

Job Applications CV uploads

Brand Awareness

Brand Engagements

Hard Leads

Conversions

Soft Leads Newsletter sign ups Contact us enquiries

Hires

Target Talent Pools

Website Analytics

ATS

45

How To Measure Employer Branding

Client’s Data

Intangible LinkedIn Data

46

2. Aware

3. Changing perceptions

4. Strengthening interest

Talent Brand Index (TBI) Impressions

Content Engagement Job Views Company / Career Page & Employee Profile Views

InMails Accepted Job Applications

1. Unaware

5. Hired!

Brand Awareness

Brand Engagements

Hard Leads

Conversions

Soft Leads Talent Community (Followers)

InPacted Hires

4. Mind made up

Target Talent Pools

How do I measure my success?

Content Effectiveness

Exposure

Engagement

2

Talent Community

1

Size

Quality

Overall employer brand

Reach

Engagement

Comparison

3

Understand your talent community Are they who you want?

A

B

C

D

E

F

G

H

I

Know what content worked What get you more ‘likes’?

Look at how many people see your content, and which types are more interesting to them

Know what content worked What get you more ‘likes’?

A simple change makes a big difference

Let’s be innovative and

change the industry!

Sponsored content to global maritime talent

How do I apply for your job?

I want to work for you!

Real case: measurable result from sponsored content

Know what content worked To know what content works, start posting!

Posting on LinkedIn is as simple as ‘copy and paste’

See where you are standing at How attractive you are, really?

Engagement

Reach YOU

Talent Brand Index

See where you are standing at A closer look into your attractiveness as an employer

Peers Function

Geography

YOU

A strong talent brand Improves recruiting Success

31%

2.5x

28% More likely to stay for more than 6 months

Higher InMail response rate

43% Lower cost per hire

Job applications

When we compare the top third TBI with the bottom third…

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Tying it all together