Download - Trends in Recruitment Marketing
But we don’t use it well...yet
© 2015 SmashFly Technologies, Inc.
http://www.emc.com/leadership/digital-universe/2014iview/executive-summary.htm
We use less than 5% of the data we capture for analysis
Using data for better marketing relationships
© 2015 SmashFly Technologies, Inc.
Awareness
Interest
Consideration
Selection
Finalist
Customer
The Talent Acquisition opportunity
© 2015 SmashFly Technologies, Inc.
Awareness
Interest
Consideration
Applicant
Offer
Hire
Most organizations are blind in the top half of the funnel. It’s time to fix it.
Recruitment Marketing: The Art & The Science
© 2015 SmashFly Technologies, Inc.
Enter Recruitment Marketing.
Recruitment Marketing Umbrella
© 2015 SmashFly Technologies, Inc.
Career Site
Talent Community
Content Marketing
Job Marketing
Social Media
Mobile
SEM / SEO / Retargeting
Email Campaigns
Employer Brand Assets
Events
Microsites / Landing Pages
Referral Program
Candidate Experience
Employee Stories
Brand Awareness & Sentiment
Market Research
Recruitment Marketing Training
Analytics/Reporting
Shift #1: Marketing brand over jobs
© 2015 SmashFly Technologies, Inc.
Employer Brand
Employee StoriesBrand Assets
Content
Ratings
Jobs
EVP
Messaging
Candidate Personas
Thought Leadership
Testimonials
Skills
Candidate development strategy
© 2015 SmashFly Technologies, Inc.
30 Key Skills Identified• Lead Sourcing• Drip Marketing• Recruiter Outreach• Newsletter Engagement
Newsletter (May 2015)• 51% Open Rate• 16% Clickthrough• 666 New Applicants
Shift #2: Think as a funnel
© 2015 SmashFly Technologies, Inc.
ATTRACT
ENGAGE
NURTURE
Recruiting
CONVERT
RecruitmentMarketing
Influencing business decisions with data
© 2015 SmashFly Technologies, Inc.
31,226
Prospects
8,744
Applicants
5,866
Passed Assessments
3,445
Recruiter Interviews
915
HM Interviews
Expansion Markets
Predictive Analytics
531 Accepted Offers
Shift #3: Multiple CTAs throughout the process
© 2015 SmashFly Technologies, Inc.
Unknown
Attract
Visitors
Engage
Contacts
Nurture
QualifiedCandidates
Convert
Applicants
Job AdsEvents
Employer BrandSEO
Career SiteLanding Pages
TN FormsReferrals
Talent NetworkEmail Marketing
AutomationATS Retargeting
Call-to-ActionsJob AlertsSourcing
Shift #4: Candidate Lifetime Value
© 2015 SmashFly Technologies, Inc.
AwarenessStage
ConsiderationStage
DecisionStage
Job PostingsSocial PostsCareer Blogs
Job AdsSourcing
Linkedin InMails
Glassdoor ReviewsDigital Interview
Job AlertsRecruiter Outreach
Personalized Content
Newsletters
Employee Testimonials
LinkedIn ContactsJob OpeningsCareer Fairs
Workplace Awards
Shift #4: Candidate Lifetime Value
© 2015 SmashFly Technologies, Inc.
Awareness
Consideration
NurtureDecision
Employee
Shift #4: Candidate Lifetime Value
© 2015 SmashFly Technologies, Inc.
Awareness
Consideration
NurtureDecision
Employee
Shift #4: Candidate Lifetime Value
© 2015 SmashFly Technologies, Inc.
Awareness
Consideration
NurtureDecision
Employee
High Volume Hiring• Fill monthly classes of 30 CSRs
Challenges• Evergreen requisition
• Important for internal promotion
• Re-engage with past contacts & applicants
• Pressure from business to change title
Customer Service Reps – Case Study
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Results
Improved applicant flow for CSR classes
Built talent pipelines for future classes
Better relationships with hiring managers
Customer Service Reps – Results
© 2015 SmashFly Technologies, Inc.
Shift #5: Source of Hire vs. Source of Influence
© 2015 SmashFly Technologies, Inc.
2 1
4 53
8 7 6
9
Shift #5: Source of Hire vs. Source of Influence
© 2015 SmashFly Technologies, Inc.
2 1
4 53
8 7 6
9Source of Hire
Technology Foundation
Employees
HRIS
Applicants
ATS
LeadsCRMSocial
Career Site
Employer Brand
ReferralsMobile
Job Distribution
SEO
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Technology Foundation
Applicants
Employees
HRIS
ATS
RECRUITMENTMARKETINGPLATFORM
Leads
© 2015 SmashFly Technologies, Inc.
Strategic Foundation
Applicants
Employees
HRIS
ATS
RECRUITMENTMARKETINGPLATFORM
Leads
© 2015 SmashFly Technologies, Inc.
Strategic Foundation
Applicants
Employees
HRIS
ATS
RECRUITMENTMARKETINGPLATFORM
Leads
© 2015 SmashFly Technologies, Inc.