The 7 Deadly Sins of Recruiting
Kimberley KasperChief Marketing Officer, Jobvite@kimberleykasper
September 4, 2013
Once Upon a Time
#7SinsOfRecruiting
But Today’s Generation of
Jobseekers is Different
#7SinsOfRecruiting
COMPANIES NEED
NEW SKILLS
before
iPhone
mobile applications engineeriphone application developer
social media manager
user experience analyst
android developervirtualization architect
mobile marketing strategistipad game developer
api platform manager
current day
Source: TechNet, The App Economy
JOBS TODAY REQUIRE EDUCATION
Source: Bureau of Labor Statistics
LEARNUNRE
Source: Deloitte Research, UN Population Division (http://esa.un.org/unpp/)
AND IT'S SHRINKING WORLDWIDE1970-
20102010-2050
200%
100%
-50%
50%
150%
0%
DEMOGRAPHICSWorking age
population is shrinking
GENERATIONAL BEHAVIOR
Traditionalist1928 - 1945
Boomer1946 - 1960
Generation X1961 - 1979
Generation Y1980 - 1995IS CHANGING
Source: Manpower
New Tools & Technology Are Changing How You Find Candidates
• Employee Referral Programs
• Social Recruiting Platforms
• Candidate Resource Management
• Big Data & Analytics
#7SinsOfRecruiting
When Everything Changes…
Your job as a recruiter changes, too.
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”
#7SinsOfRecruiting
Today’s Candidates Require Nurturing
• Just like potential customers
• Provide them with relevant content to keep them engaged
• Automate programs to make it easy for you to keep them warm
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today1. “I usually find them and forget them”2. “I’m supposed to track that?”
#7SinsOfRecruiting
Do You Know Where You Find Your Best Candidates?
#7SinsOfRecruiting
How Do You Report Results?
#7SinsOfRecruiting
RECRUITING DELIVERS
Source: Boston Consulting Group, “Realizing the Value of People Management; From Capability to Profitability”, August 2, 2012
40% MORE PROFIT GROWTHTHAN THE NEXT HR FUNCTION
HR Function or Process Profit Growth
Profit Margin
Total Improvemen
t
1.Recruiting 3.5x 2.0x 5.52. On-boarding and retention 2.5x 1.9x 4.4
3. Managing talent 2.2x 1.9x 4.4
4. Employer branding 2.4x 2.1x 4.3
5. Performance management and rewards 2.1x 2.0x 4.1
6. Developing leadership 2.1x 1.8x 3.9
7. Mastering HR process 1.8 1.8 3.6
8. Global people management and global expansion 1.8 1.7 3.5
9. Enchancing employee engagement 1.8 1.6 3.4
10. Providing shared services and outsourcing 1.6 1.7 3.3
Justify the Investment in Recruiting
• Understand the ROI on your recruiting efforts
• Know how much you are spending by channel
• Use the data from your systems to optimize your mix of spending
• Sell the ROI to your management team
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates
today, so why feed the funnel?”
#7SinsOfRecruiting
Think Proactively About Finding Candidates
• Workers won’t flock to you without effort on your part
• Get your name out there even if you aren’t hiring
• Always be branding
#7SinsOfRecruiting
The Best Candidates May Not Be Looking
#7SinsOfRecruiting
Referral Candidates Stay Longer
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates
today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is
fine.”
#7SinsOfRecruiting
How do Potential Candidates View Your Company?
#7SinsOfRecruiting
Leverage Your Social Channels to Help Build Your Employment Brand
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates
today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is
fine.”5. “I’m sticking with my current approach of
scouring the web for resumes. It’s worked before.”
#7SinsOfRecruiting
You Are Missing Potential Candidates
• Your company should be getting close to 50% of your hires from employee referrals
• Referral programs deliver higher candidate quality and less wasted management time
• Well-designed programs produce a higher percentage of candidates that fit the culture
#7SinsOfRecruitingSource: ERE http://www.ere.net/2012/05/07/10-compelling-numbers-that-reveal-the-power-of-employee-referrals/
Go Beyond LinkedIn
• Competition for skilled talent is fierce.
• Leverage your social referral program
• Know the specialized, localized, and up-and-coming social networks
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates
today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is
fine.”5. “I’m sticking with my current approach of
scouring the web for resumes. It’s worked before.”
6. “This is basic marketing stuff. I don’t need executive buy-in.”
#7SinsOfRecruiting
RECRUITINGMARKETING
℠
#7SinsOfRecruiting
MARKETING FUNNELDIGITAL
MARKETING AUTOMATIONNext Automatic Event• Send personalized email• Send personalized product
interest info• Send e-newsletter
MULTI-CHANNEL MULTI-MEDIA CAMPAIGNSProvide target personalized direct mail & landing pages
LEAD SCORE: Hot, Warm, Cold
MEASURE, ADJUST, REDOSale
Sales Stages
Prospect Engagement
Lead Nurture
Prospect/Customer Pool“House List” Database
Inquiry/Leads in Funnel
• Send personalized direct mailer
• Send personalized press release
• Send blog link
SALES CRM
#7SinsOfRecruiting
ITS OWN FUNNELRECRUITING NEEDS
Sale
Sales Stages
Prospect Engagement
Lead Nurture
Prospect/Customer Pool“House List” Database
Inquiry/Leads in Funnel
Hire
Candidate Stages
Candidate Engagement
Prospect Nurture
Talent Pool
Inquiry/Prospect
#7SinsOfRecruiting
Technology to AutomateThe Recruiting Funnel?
Are You Using The Right
• Drive employee referrals• Leverage social networks• Hire better candidates
• Powerful web search• Powerful database search• Web page campaigns• Social media campaigns• Email campaigns• Candidate relationship management
• World-class applicant tracking
• Real-time data to support decision-making
RECRUITEDEmployee
Hire
Candidate Stages
Candidate Engagement
Prospect Nurture
Talent Pool
Inquiry/Prospect
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today
1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates
today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is
fine.”5. “I’m sticking with my current approach of
scouring the web for resumes. It’s worked before.”
6. “This is basic marketing stuff. I don’t need executive buy-in.”
7. If I build it, they will come.”#7SinsOfRecruiting
This isn’t “Field of Dreams”
#7SinsOfRecruiting
An Amazing Career Site is a Must
#7SinsOfRecruiting
40% of Job Seekers Abandon Your Site Immediately
#7SinsOfRecruiting
6 Clicks Before I Can Upload A Resume
#7SinsOfRecruiting
2 Clicks to Apply
#7SinsOfRecruiting
7 Deadly Sins Recruiters Make Today1. “I usually find them and forget them”2. “I’m supposed to track that?”3. “I have enough prospective candidates
today, so why feed the funnel?”4. “Who Needs PR? Our employment brand is
fine.”5. “I’m sticking with my current approach of
scouring the web for resumes. It’s worked before.”
6. “This is basic marketing stuff. I don’t need executive buy-in.”
7. If I build it, they will come.”#7SinsOfRecruiting