recruiting marketing and analytics: best marketing and analytics: best practices & case studies...
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6/18/2012
1
RECRUITING
MARKETING AND
ANALYTICS: BEST
PRACTICES & CASE
STUDIES
Peter Brasket, Director,
SuccessFactors/Jobs2Web
LESSONS & BEST PRACTICES
• Attracting Passives – Not an Oxymoron
– SEO big driver – many searches without “Job” keyword
• Reducing Friction – Providing a Happy User Experience
– Fly Visitors to Relevant Opportunities
– Eliminate the Scourge of Apply or Goodbye
• Pipelining Talent – Build the Pools ahead of Need
– Proactive vs. Reactive Recruiting
– Lowers Costs, Improves Time-to-Fill – Great Business Value
• No Gut Decisions – Data Rules
– Replace subjective/user-selected inputs with weblogs-level data
– Complete line-of-sight visibility to enable better decisions
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2
YOUR RMS
• Multi-channel • Engagement-centric • Analytics/benchmarking • EVERYTHING interactive
• Payroll/benefits
• Employee performance
• Post-employment focus
• NOT about recruiting
YOUR HRIS
• Workflow & compliance • Applicant-centric • NOT a marketing engine • CONFINED analytics
YOUR ATS
FIRST - WHAT ARE YOU MISSING?
BRINGING RECRUITING FULL CIRCLE INTEGRATE THE RECRUITING & ANALYTICS
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3
WORLD CLASS RECRUITING MARKETING
CUSTOMER BASE
ATTRACTING
PASSIVES
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4
• SEARCH ENGINE OPTIMIZATION
• 433 MILLION GOOGLE SEARCHES IN MAY FOR JOBS/CAREERS
• ARE YOUR JOBS VISIBLE?
WHY SEO: HUGE TALENT ENGINE
Google Keyword May 2012 Global
Searches
Job 226,000,000
Employment 124,000,000
Career 83,100,000
Source: Google Keyword Tool (via Adwords)
• Attracting Passives – Not an Oxymoron: SEO
SEO: GET INDEXED & GET FOUND
8
6/18/2012
5
• Attracting Passives – Not an Oxymoron: SEO Example – BASF-US
SEO: GET INDEXED & GET FOUND
469,000 Pages
Indexed in Google….
• Attracting Passives – Not an Oxymoron: SEO Example: Ecolab/NALCO
SEO: GET INDEXED & GET FOUND
10
887,000 Pages
Indexed in Google….
6/18/2012
6
FTSE 100 CAREER VISIBILITY: GOOGLE
The FTSE 100
“Ps”
Career
Pages
Indexed
Pearson UK 1
Petrofac
62,100a
a this is actually all
website pages,
including careers
Polymetal
International 0
Prudential 6
• Great Potential for UK/EU Employers
FTSE 100 CAREER VISIBILITY: GOOGLE
The FTSE 100
“Ps”
Career
Pages
Indexed
SuccessFactors
Comparable
Company
Pearson UK 1 Pearson US
Petrofac
62,100a
a this is actually all
website pages,
including careers
Xcel Energy
Polymetal
International 0 URS
Prudential 6 Fidelity
• SuccessFactors Recruiting Marketing Client Comparables
6/18/2012
7
FTSE 100 CAREER VISIBILITY: GOOGLE
The FTSE 100
“Ps”
Career
Pages
Indexed
SuccessFactors
Comparable
Company
Career
Pages
Indexed
Career Site
Powered by
SuccessFactors
Pearson UK 1 Pearson US 125,000 http://jobs.pearson.co
m/
Petrofac
62,100a
a this is actually all
website pages,
including careers
Xcel Energy 143,000 http://jobs.xcelenergy.
com/
Polymetal
International 0 URS 156,000
http://www.urs-
jobs.com/
Prudential 6 Fidelity 710,000 http://www.fidelity-
jobs.com/
• SuccessFactors Recruiting Marketing Client Comparables
FTSE 100 CAREER VISIBILITY: GOOGLE
The FTSE 100
“Ps”
Career
Pages
Indexed
SuccessFactors
Comparable
Company
Career
Pages
Indexed
Career Site
Powered by
SuccessFactors
Pearson UK 1 Pearson US 125,000 http://jobs.pearson.co
m/
Petrofac
62,100a
a this is actually all
website pages,
including careers
Xcel Energy 143,000 http://jobs.xcelenergy.
com/
Polymetal
International 0 URS 156,000
http://www.urs-
jobs.com/
Prudential 6 Fidelity 710,000 http://www.fidelity-
jobs.com/
66,617 SEO Visitors in May 2012
• Visibility = Thousands of Passives/Semi-Passives Monthly
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8
• Searches are for
– Geography & Function, or
– Where do I want to work, and What kind of Job do I want
PASSIVES & SEO: GET RELEVANT
Source: SuccessFactors/Jobs2Web Analytics
• Attracting Passives = 30-40 Applies for a Hire
• vs. 100+ Applies needed for a Hire from “Active” sources
WHY SEO FOR PASSIVE TALENT:
THE BUSINESS CASE - SEO
Source: SuccessFactors/Jobs2Web Analytics
6/18/2012
9
REDUCE
FRICTION:
BETTER
CAREER SITES
• Causing Friction - The Standard Practice
– Apply or Goodbye – few options for engagement with visitor
– Difficult to Job Search – ATS hand-off typically – multiple clicks before jobs
– No Social Integration – Inability to connect with employer via Xing, FB, LinkedIn, etc.
– Nothing for “Visual Searchers” – Job Maps, Hard-to-Fill Links, Talent Communities…
IMPROVE THE USER EXPERIENCE
• Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM OPTIONS
Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS – NOT INTO THE ATS
Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… - SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY
Engage Visually – Job Maps, Hard-to-Fill Links, Talent Communities…
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10
IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job
Alerts, Social Integration – GIVE THEM OPTIONS
Capture passives
Market job categories
Keyword job search
Social networks
Geographic search Emphasize key
jobs
IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job
Alerts, Social Integration – GIVE THEM OPTIONS
Dedicated landing pages
Job level marketing
Capture passives Social sharing
Integrated matching jobs
Sub filtering
Capture passives
Social networks
RSS Feeds
6/18/2012
11
IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE
THEM OPTIONS
Front Page Job Search – Keyword Search box right on Careers Page – FLY
TO THE JOBS
Keyword job search
One click….
…to jobs…
IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM
OPTIONS
Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS
Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… -
SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY
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12
IMPROVE THE USER EXPERIENCE:
THE BUSINESS CASE - SOCIAL
• Reducing Friction - The Keys
Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… -
SHOWCASE YOUR EMPLOYER OF CHOICE SAVVY
Source: SuccessFactors/Jobs2Web Analytics
Because Social
Drives Conversions
IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM OPTIONS
Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS
Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… - SHOWCASE YOUR EMPLOYER OF CHOICE
SAVVY
Engage Visually – Job Maps, Hard-to-Fill Links, Talent Communities…
Job Search Map Widget
Bon Secours –
Job Map Widget
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13
IMPROVE THE USER EXPERIENCE • Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM OPTIONS
Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS
Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… - SHOWCASE YOUR EMPLOYER OF CHOICE
SAVVY
Engage Visually – Job Maps, Hard-to-Fill Links, Talent Communities…
Bon Secours –
Job Map Widget
IMPROVE THE USER EXPERIENCE:
THE BUSINESS CASE – CAREER SITE
• Reducing Friction - The Keys
Multiple Engagement Options – Join Talent Community, RSS feeds, Job Alerts, Social Integration – GIVE THEM OPTIONS
Front Page Job Search – Keyword Search box right on Careers Page – FLY TO THE JOBS
Enable Social Integration –FB, LinkedIn, Twitter, YouTube, Pinterest… - SHOWCASE YOUR EMPLOYER OF CHOICE
SAVVY
Engage Visually – Job Maps, Hard-to-Fill Links, Talent Communities…
Bon Secours –
Job Map Widget
drives 95 hires
YTD
Source: SuccessFactors/Jobs2Web Analytics
6/18/2012
14
GET
PROACTIVE:
BUILD TALENT
PIPELINES
ATS
Search
Engines
Social
Networks
Dashboard
Mobile
Referral
Reporting
Member
Access &
Alerts
Talent
Community
Job
Publishing
Referral
Marketing
Job Agent
Messaging
Campaigns
& Events
Custom
Site/Pages
Advanced
Analytics
RECRUITING MARKETING PRODUCES
THE TALENT PIPELINES
6/18/2012
15
TALENT COMMUNITY AUTOMATES CANDIDATE
RELATIONSHIPS VS. MANUALLY TRANSACT
$ Job Boards $ Sourcing
$ Advertising
1 Hire
Unselected Trashed
1 Time Use Of Prospects
Search
Eng
Aggreg
ators
Boards
Sees
Job
Apply
Multiple Hires
Ongoing Contact
Active Pa
ssiv
e
TALENT COMMUNITY AUTOMATES CANDIDATE
RELATIONSHIPS VS. MANUALLY TRANSACT
6/18/2012
16
• More and Easier Engagement Leads to Higher Conversion Rates
• Higher Conversion Rates Lead to Larger Talent Communities
• Larger Talent Communities lead to
– Less Reliance on External Sources, especially Post & Pray
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
• Larger Talent Communities lead to
– Less Reliance on External Sources,
especially Post & Pray
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
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17
PROACTIVE TALENT COMMUNITIES:
LESS RELIANCE ON POST & PRAY
$0.00
$50,000,000.00
$100,000,000.00
$150,000,000.00
$200,000,000.00
$250,000,000.00
$300,000,000.00
$350,000,000.00
$400,000,000.00
$450,000,000.00
2008 2009 2010 2011
Client - Revenue
“The process of further diversifying our
Sourcing Strategy and remaining on the
cutting edge of Web 2.0 technology is
significantly impacting our results.”
SuccessFactors
Recruiting
Marketing
Client:
Staffing
Industry
PROACTIVE TALENT COMMUNITIES:
LESS RELIANCE ON POST & PRAY
SuccessFactors
Recruiting
Marketing
Client:
Technology
Industry
6/18/2012
18
• Larger Talent Communities lead to
– Less Reliance on External Sources
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
PROACTIVE TALENT COMMUNITIES:
FASTER TIME-TO-FILL
SuccessFactors
Recruiting
Marketing
Client:
Defense Industry
2011 to 2012:
Material
Improvement in
Time-to-Fill
Has
Material Impact
on Revenues &
Operations
Source: SuccessFactors/Jobs2Web Analytics
6/18/2012
19
• Larger Talent Communities lead to
– Less Reliance on External Sources
– Overall Higher Apply Rates
– Faster Time-to-Fill
– Lower Cost-per-Hire
PROACTIVE TALENT COMMUNITIES:
THE BUSINESS CASE
PROACTIVE TALENT COMMUNITIES:
LOWER COST-PER-HIRE
Data 1/1/11 – 9/7/11
Source of Hire from Postings
Jobs2Web = Career Site including:
• Career Site & Career Site Services
• Direct Visitors
• Email (Talent Community)
• Job Aggregators Organic and PPC
• Search Engines
Niche Job Boards include:
• Sologig
• MiracleWorkers
• CraigsList
K
E
Y
• Syncing the SuccessFactors Apply Process
with a parser resulted in a 350% increase in
the number of candidates added to the ATS
over the last year.
• Unique Career Site traffic has seen almost a
200% lift since the launch of SF Recruiting
Marketing.
• 85% of website traffic is now generated from
SuccessFactors-driven initiatives.
• 150,000 Talent Community Members who are
opted in to receive Email Agent job marketing
from the career site and have contributed to
over 106,000 return applies to our site.
SuccessFactors
Recruiting
Marketing
Client:
Staffing Industry
Source: SuccessFactors/Jobs2Web Client
6/18/2012
20
$1.6 Million Spent - Not Integrated - Broken Cross System Reporting - No Centralized Data - Little Optimization Capability
Results: - Total Hires: 300 - Time To Fill: 12 Weeks - Cost To Fill: $3,500
RECRUITMENT MARKETING PLATFORM IMPACT:
REDUCE COST-PER-HIRE
Source: SuccessFactors/Jobs2Web Client
SuccessFactors
Recruiting
Marketing
Client:
Healthcare
$1 Million Spent (Saves $600K or 40%)
- Fully Integrated
- Real Time All System
Reporting
- Centralized & Linked Data
Results: (1.5 to 2X better!)
- Total Hires: 500
- Time To Fill: 6 Weeks
- Cost To Fill: $2,000
RECRUITMENT MARKETING PLATFORM IMPACT:
REDUCE COST-PER-HIRE
Source: SuccessFactors/Jobs2Web Client
SuccessFactors
Recruiting
Marketing
Client:
Healthcare
6/18/2012
21
DATA-DRIVEN
SOURCING:
GOODBYE
GUESSING
ACCURATE DATA = BETTER EXECUTION
• Goodbye Gut Decisions – Data Rules
– Replace subjective/user-selected inputs with
hard/server-level data
– Complete line-of-sight visibility to enable better
decisions
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22
THE PROBLEM & THE SOLUTION
• ATS systems not designed for
multi-channel marketing/ capture
– User-selected pull-down menus
on “how did you find us?”
– Some have auto-tagging, but
limited to mainline Post & Pray job
boards
– Inability to tie initial and most
recent source of visit to apply
status
• Recruiting Marketing Platform is
designed for multi-channel
marketing/capture
– No User-selected menus – 100%
weblogs/server-level tracking
– Covers all online sources, and
even off-line sources (QR codes,
Print, Events) can be tracked via
Landing Pages
– Ability to analyze down to the hire
origination from original or last
referring source
Sourcing Mix:
• Allows you to
compare Visits
to Hires by
Source
• Allows you to
compare your
front end
sourcing mix
with
downstream
results from
your ATS
KEY REPORTING: SOURCING MIX
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23
SOURCING BENCHMARKS:
EMPLOYER & INDUSTRY DRIVE RESULTS
Visit # of Visitors:
Click to Apply
Complete Application
Qualified Applicant
Interview
Offer Made
Career Site
Hire
Search Engines
Job Aggregators
Major Boards
Niche Boards
# of Applications Started:
For Every Hire 1.0
# of Offers Made: 1.2
# of Interviews: 1.6
# of Qualified Applicants: 1.8
# of Applications Completed: 22.6
Based on 2010 results for key SuccessFactors-Jobs2Web client with hourly positions. Includes 2.6 million visitors, 260,000 completed applications & 11,500 hires.
31.3
225.0
Social Media
BE
NC
HM
AR
K
1.0
1.2
1.4
1.6
18.6
25.4
131.4
1.0
1.2
1.5
1.8
26.4
33.4
295.9
1.0
1.1
2.2
3.1
69.4
124.1
1,587.2
1.0
1.2
2.8
4.6
33.4
37.5
211.5
1.0
1.2
2.6
4.3
37.8
72.5
458.4
1.0
1.2
1.4
1.5
13.2
21.8
269.4
ANALYTICS: YOUR SOURCE EVOLUTION
Source Stacked
Trend
• Shows you
proportionally
over time how
sources stack up
• Showcases both
volume and
proportion at the
same time
• Provides great ‘all
in one’
assessment of
your sourcing
strategy
6/18/2012
24
FULL LINE-OF-SIGHT:
IMPROVE WHAT YOU CAN NOW MEASUREght
Full Line of Sight
• Provides a
detailed
overview of
Visits, to Hires
to Source
Costs
• Provides
comprehensive
filtering,
grouping, drill
down,
calculations
MEASUREMENT LEADS TO OPERATIONAL
IMPROVEMENT & EXCELLENCE
48
Based on Q1-Q2 2011 actual results for select clients with multi-channel marketing
strategy and complete ATS applicant status data provided to SuccessFactors.
Major Channel Visitors Subscribes
Apply
Starts
Visit To
Apply
CareerSite 5,010,651 211,165 440,282 8.8%
Career Site Backlinks 3,588,086 159,988 325,156 9.1%
Category Group Menu 487,633 8,468 23,235 4.8%
Map Widget 54,206 2,361 5,830 10.8%
Search Box 880,726 40,348 86,061 9.8%
Job Aggregator 3,530,521 215,220 308,425 8.7%
Job Boards - Monster 79,090 20,063 23,909 30.2%
Job Boards - Major 87,436 21,031 26,807 30.7%
CareerBuilder 68,226 17,022 21,653 31.7%
Dice 6,353 1,905 2,379 37.4%
The Ladders 12,857 2,104 2,775 21.6%
Job Boards - Niche 267,918 49,766 68,893 25.7%
Pay-Per-Click 560,119 29,314 37,540 6.7%
Search Engine 663,449 22,028 37,804 5.7%
Social Network 56,121 7,069 9,181 16.4%
Talent Community 2,779,857 18,860 276,374 9.9%
Grand Total 13,035,162 594,516 1,229,215 9.4%
Jobs2web Source/Candidate Data
Apply
Complete
Qualified Hires
Apply
To Hire
411,799 75,180 12,119 34.0
296,685 50,073 9,644 30.8
21,521 7,551 299 72.0
7,359 778 216 34.1
86,234 16,778 1,960 44.0
224,599 28,457 1,920 117.0
25,659 2,465 148 173.4
27,715 3,538 304 91.2
22,202 2,336 262 84.7
2,340 961 32 73.1
3,173 241 10 317.3
54,864 5,114 393 139.6
32,508 3,221 266 122.2
29,106 4,713 989 29.4
10,681 1,316 82 130.3
164,973 16,210 1,449 113.9
981,904 140,214 17,670 55.6
ATS Applicant Status Data
Cost Per
Visitor
Cost Per
Qual App
Cost Per
Hire
$0.05 $3.23 $20.03
$0.05 $3.63 $18.87
$0.03 $2.21 $55.73
$0.05 $3.82 $13.77
$0.05 $2.45 $21.01
$0.09 $11.09 $164.38
$4.59 $147.31 $2,453.53
$7.25 $179.15 $2,084.95
$7.98 $233.16 $2,078.88
$11.05 $73.07 $2,194.36
$1.47 $78.59 $1,893.99
$0.87 $45.79 $595.82
$0.75 $130.12 $1,575.62
$0.06 $9.14 $43.57
$2.44 $103.87 $1,666.94
$0.05 $8.54 $95.50
$0.19 $18.02 $143.00
Source & Platform Cost
6/18/2012
25
DON’T LIMIT THE FUN:
LEADS SOURCERS DREAM OF…Detail
Candidate Drop
Off Detail
• Provides
detailed level
access to
candidates that
started the
apply process
but dropped off
• Great tool to
use for hard to
fill positions
• Allows you to
proactively
reach out to
interested
candidates
BUILD YOUR PASSIVE-TALENT
ATTRACTION STRATEGY –
LEVERAGE ESPECIALLY SEO
IMPROVE THE USER EXPERIENCE
ON YOUR CAREER SITE AND
DOUBLE YOUR CONVERSION
RATES
ENABLE A TALENT COMMUNITY TO
REDUCE TIME-TO-FILL & COST-
PER-HIRE
LEVERAGE THE ANALYTICS &
DATA FROM A RECRUITMENT
MARKETING PLATFORM TO
EXECUTE TALENT ACQUISITION
OPERATIONS PROFESSIONALLY
RECRUITING MARKETING SUMMARY
Peter Brasket, Director,
SuccessFactors/Jobs2Web
pbrasket@successfactors.com
6/18/2012
26
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