magnetic content: make the best candidates come to you

Magnetic Content Make the Best Candidates Come To You James El l is TMP Worldwide @ T h e W a r F o r Ta l e n t m e s h w o r k i n g . c o m

[No really, I’m going somewhere]

Fit

Not annoying

Shares our corporate values

Soft/unquantifiable skills

Hard skills

How Companies See Candidates

*Apologies to Mr. Maslow

Fit

Might actually enjoy working

there

Corporate values align “enough”

Salary, benefits, etc.

Financially solvent/paycheck won’t bounce

How Candidates See Companies

There’s not a lot of alignment between

these two perspectives

Fit

Not annoying

Shares our corporate values

Soft/unquantifiable skills

Hard skills

Fit

Might actually enjoy working

there

Corporate values align “enough”

Salary, benefits, etc.

Financially solvent/paycheck won’t bounce

Us

Me

Me

Me

Me

Well, some alignment Fit

Not annoying

Shares our corporate values

Soft/unquantifiable skills

Hard skills

Fit

Might actually enjoy working

there

Corporate values align “enough”

Salary, benefits, etc.

Financially solvent/paycheck won’t bounce

How Do We Evaluate? Fit

Not annoying

Shares our corporate values

Soft/unquantifiable skills

Hard skills

Educated guess

Interview

Interview

Resume/Interview/ Cover letter

Resume

How Do They Evaluate? Fit

Might actually enjoy working

there

Corporate values align “enough”

Salary, benefits, etc.

Financially solvent/paycheck won’t bounce

Best guess

Marketing Speak

Marketing Speak

Hidden

News

The Old Candidate Journey

I have a job opening

You have a resume

Give me your resume and when I decide I’m ready to talk to you, I’ll control the entire process.

123

The Candidate Journey

Awareness

Interest

Consider

Act

Unaware As more information became available to the candidate, they became more selective, looking more and more like “consumers” rather than “candidates”

Based on data from 350 career sites and TalentBrew sites…

The Real Candidate Journeys

The Real Candidate Journeys (Unlikely)

The Real Candidate Journeys (Recruiter-driven)

The Real Candidate Journeys (Passive and Patient)

The Real Candidate Journeys (Interested)

The Real Candidate Journeys (Most Honest)

This Isn’t A Coincidence

These long journeys occur because people want (need!) more information before making a life-changing decision. Since most companies don’t actually provide that information, candidates are forced to find it themselves.

Content only works with two audiences: Passive Candidates Active Candidates

23

Active Candidates Content Validates

Interest

Passive Candidates Content Attracts

Interest

&

When he finds the job, he will want more information about what the job

is like before applying

Content Job Application

Active Candidates

Content’s role is to validate the interest in the company and the job,

moving him closer to application

TalentBrew

Content Job Application

She isn’t looking for a job, but she values content. And when she finds it, she will begin to establish

a positive brand impression, which she will remember when she goes job hunting

Passive Candidates

Content’s job is to attract people to you, encouraging them to fall in love with the

company before suggesting a job.

TalentBrew

The Opportunity of a Longer Candidate Journey Of course, if you provide that material, they will stay on your career site longer, absorbing more information. This is especially useful if your content is on the same page as your jobs, like they are on TalentBrew sites. This leads to more comprehension and understanding of your company, higher application rates even at the highest levels of management, and ultimately a better cultural fit.

Tell My Story?! You don’t talk to prospective interns like they were directors of operations and vice versa. But your ATS/career site sees them as the same. Content allows you to speak to them on their level about the things that concern them.

Let Prospects Pick Their Personal Path

Hierarchy of Recruitment Content

Sold! How Do I Do This?

It’s incredibly complicated: 1.  Make content that

tells your story 2.  Connect it to jobs

that are related to that content

3.  Manage and adjust

I’m Not a Writer! How Do I “Make” Content? If you can’t find your (inner or outer) writer: •  Interview someone •  Interview someone (with a camera!) •  Ask someone to interview someone else •  Take pictures of your people at the office •  Let your people take pictures of each other •  Ask people why they work here •  Ask someone to take pictures of their path from home to work •  Shoot a video where someone explains one work process •  Email 10 people and ask them 1 question

There’s One Trick

Content that tells your stories and engages an audiences is great! But you need to connect that to a job or call to action in order to squeeze real value out of content. Connect jobs to content and content to jobs.

Original content

Curated third-party

content

Leads to seeing jobs

Application

Which lives on your career site

Curated internal content

Content taken from multiple sources is embedded into a

landing page that is hosted on TalentBrew.

Content

The landing page template embeds jobs related to content so that people who are

interested in that content are likely to click on and apply for those jobs.

Content draws new traffic from search engines, social media and other referrals to grow your

reach and drive your message to more people.

The Big Picture

Does Content Really Work?

We examined a very large telecomm company’s career site data to see if content was making an impact. Less than 5% of all visits even bothered to look at the content, and only 2.55% of people who saw content ended up applying. But we were surprised what we found when we broke jobs into experience levels (Entry level, 2-5 years, 6-10 years and 10+ years)

It All Depends on the Reader

Here we have the apply click ration of those who interacted with content. At first glance, we might think that only people at the upper echelons of the company are interacting with content, but that’s not the whole story.

2.2%

3.3%

1.4%

8.5%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

9.0%

Entry Level 2-5 Years 6-10 Years 10+ Years

Apply Click Ratio

The Context Determines Content’s Impact

There are two things happening: 1: Content is actually lowering the likelihood of the lowest levels from applying 2: Content dramatically increases likelihood that someone with more experience will apply 0.704

0.408

1.024

2.788

0

0.5

1

1.5

2

2.5

3

Entry Level 2-5 Years 6-10 Years 10+ Years

Content Index

Interested in learning more?

Reach out to your TMP contact or email us at: wecanhelp@tmp.com

Next webinar:

June 18, 2015

Stay tuned

Thank You

James Ellis Director of Inbound Marketing

@TheWarForTalent meshworking.com

james.ellis@tmp.com