recruitment marketing for volume hiring (web)
TRANSCRIPT
RECRUITMENT ACCELERATION
Recruitment Marketing for Volume HiringBy: Max Armbruster, CEO, Talkpush
Contact me here:Twitter.com/[email protected]://hk.linkedin.com/in/maxarmbruster
WHO WE ARE
Talkpush is a software company specialized in recruitment automation.
WHO USES TALKPUSHWHAT WE DO
Talkpush accelerates the sourcing and screening of talent for high volume
employers.
As of March 2016, a new candidate is being
interviewed over the phone by Talkpush every 3 minutes.
INVESTORS & PARTNERS
Monster63 million
CareerBuilder22 million
Facebook 22 million
Indeed8 million
LinkedIn8 million
Unique monthly visitors2008
Source: Unique Monthly visitors, comScore
Facebook 214 million
LinkedIn101 million
Indeed39 million
Monster22 million
CareerBuilder10 million
RECRUITERS HAVE ACCESS TO RAPIDLY GROWING ONLINE DATABASES
Unique monthly visitors2015
Do• Use for your high volume
hiring (e.g. graduate hiring program or lower-skill hires)
• Customize the application process to be mobile-friendly
• If possible: capture & qualify candidates without a resume
• Target ads for the specific demographics, including your competitors’ employees
Don’t• Count your success in “likes”
• Post Facebook memes all week – produce original content and re-use regularly
• Demand that candidates visit your career site and fill a long form
FACEBOOK DOS AND DONTS
Marketed SourcedPhone
screenedShortlisted Hired
180,000 people saw the ads we published on Facebook
5500+ candidates signed up via dedicated job ad landing pages
1,625 completed automated phone interviews
583 shortlisted by the recruitment team after listening to their recording
60+ confirmed hires
STANDARD RECRUITMENT FUNNEL FOR A FACEBOOK CAMPAIGN
Sample data from a Facebook campaign:• Data from a campaign ran in December 2015
from a leading BPO company in the Philippines ran in the provinces
• Final marketing cost per hire (CPH) was estimated at USD 75 per hire.
SA
MP
LE
DA
TA F
RO
M A
FA
CE
BO
OK
CA
MP
AIG
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Pre-screening is essential to ensure a good hit rate.
63%
% TIME RECRUITERS SPEND ON THE PHONE
Recruiters spend most of their time phone screening candidates.
7.7
# OF CANDIDATES INTERVIEWED PER HIRE
5.4
Source: G2VCareers, Jobvite
4.5
Limited pre-screening
Average pre-screening
Standard pre-screening
SCREENING THESE LARGE VOLUMES IS ESSENTIAL BUT EXPENSIVE
CASE STUDY: HOW SAP WIDENED THE RECRUITMENT FUNNEL
See how SAP revamped its graduate hiring program by reaching out to a much wider audience, and by automating the initial selection process.
Read on “Can an algorithm replace a recruiter?”
Result:• 1.2 million website visitors• 50,000+ applicants• 500 hires
RECRUITMENT AGENCIES
EXTERNAL RECRUITERS ALWAYS SEEM TO BE OFFLOADING THEIR MECHANDISE
You need to set the rules of engagement (KPIs, processes) so they work as an extension of your team rather than a traditional vendor.
Source: Smashfly
TRENDS: TRACKING AND REMARKETING
74% OF ONLINE APPLICANTS DROP OFF DURING THE APPLICATION PROCESS
Who are they? Where can you find them? What attracts them?
PASSIVE JOB SEEKERS(80% of the talent pool)
• Already gainfully employed, not searching
• More focused on long-term career
• More loyal and stable • More selective about the
next role
• Targeted advertising • Social media networks
(Linkedin, Facebook) • Headhunting
• More responsibilities • Building their resume• Working with a
competitor• Understanding the
industry better• A different story• Perks and benefits
ACTIVE JOB SEEKERS(20% of the talent pool)
• Actively looking• Sending their applications to
many potential employers (may lack focus)
• Job boards• Job feeds • Job fairs • Search engines
• Fastest application process
• Highest salary
Job
bo
ard
s &
cl
ass
ifie
ds
HOW TO TALK TO PASSIVE CANDIDATESS
OC
IAL
M
ED
IA
Build a pipeline of interested leads separate from applicants.
Pro-actively engage with visitors and followers
Strengthen and segment your communications
Greenhouse or Buffer allow you to schedule your posts over time in a central portal
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2
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HOW TO TALK TO PASSIVE CANDIDATES
Post to 50+ Job Boards with one submission
10 Early-Stage HR Tech Startups To Watch
Company Last Funding (Month/Year)
Total Disclosed Funding ($M)
Business
Phenom People 2/1/2016 $ 11.0 Applies CRM tech to hiring for retargeting
JobToday 1/28/2016 $ 10.0 talent to jobs on-demand for restaurants, etc.
Criteria Corp 10/19/2015 $ 9.1 pre-employment testing service
Textio 12/16/2015 $ 9.0 AI-powered intelligent text platform that predicts how well text will perform
AppCast 11/12/2015 $ 7.5 Mobile programmatic job advertising
Lytmus 10/1/2015 $ 7.2 talent sourcing
Pymetrics 12/2/2015 $ 6.6 Job matching powered by neuroscience
Jopwell 1/20/2016 $ 3.4 diversity and hiring recruiting platform
Jobbatical 3/2/2016 $ 2.9 connects top talent to employers across the globe for short term gigs
Bonusly 11/20/2015 $ 2.0 Bloomberg Beta and FirstMark Capital
Source: CB insights
TRENDS: 10 EARLY-STAGE HR TECH STARTUPS SET TO DISRUPT
1. Grow your talent pool (aka. “talent network”)
2. Automate to handle larger volumes
3. Adapt your recruitment funnel and message to each channel
4. Activate employee referral programs with tools connecting to social media
FINAL WORDS: 4 KEY TAKE-AWAYS
5. Measure your sourcing efforts in hires, not in “likes”