Transcript
Finding Top Talentin the Digital Age
‣ VP of Client Inbound Marketing, DHI Group, Inc.
‣ 31 years sales and marketing experience
‣ Passionate about helping employers and HR and talent
acquisition professionals master the rapidly evolving
employer branding and recruitment marketing ecosystem
Scott Cone
Today We Will Cover
A new digitally
empowered method to
employer branding and
recruitment
Exclusive research on
what attracts industry
professionals
to your company
What’s not working in the
traditional talent
acquisition approach
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534
755
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Rigzone is a DHI service and part of a growing network
of specialized careers sites. A business built on people,
tailored to specific professions and industries.
Financial Services
Technology
Oil and Gas
Healthcare
Security-clearanceHospitality
About Us
2015
DHI growth by team members
2010
2011
2012
2013
2014
Empowering you to reach and engage with the world’s largest audience of financial professionals
Global statistics as at June 2016
1.9 million industry professionals’
resumes
Rigzone platform
96,000+ followers
Active Job Seekers Career Managers
• Actively looking
for a new job
• Frequent site usage
• Searching for current
jobs, changing their
profile, adding a resume,
researching companies
• Happy in their role
but are in tune with their
industry and career
• Consuming career-
related content
• Looking at the most
relevant / interesting
jobs advertised
SOURCE: Aberdeen Group
Reaching Active Job Seekers and Career Managers
of talent prospects
actively seeking jobs25%
Active Job Seekers Career Managers
• Actively looking
for a new job
• Frequent site usage
• Searching for current
jobs, changing their
profile, adding a resume,
researching companies
• Happy in their role
but are in tune with their
industry and career
• Consuming career-
related content
• Looking at the most
relevant / interesting
jobs advertised
SOURCE: Aberdeen Group
Reaching Active Job Seekers and Career Managers
of talent prospects
not actively
seeking jobs75%of talent prospects
actively seeking jobs25%
Source: Recruiter Sentiment Study 1st Half 2016 MRI Network
86%
HR professionals say the market is
now candidate-driven
Candidates Are Now in the Driver’s Seat
Source: Recruiter Sentiment Study 1st Half 2016 MRI Network
86%
Candidates Are Now in the Driver’s Seat
Scarcity of
Quality Talent
Information
Transparency
HR professionals say the market is
now candidate-driven
The war for
talent is over.
The talent won!-Josh Bersin
Bersin by Deloitte
Candidates Are Now in the Driver’s Seat
Talent acquisition is undergoing
a digital revolutionSOURCE: Aberdeen Group 2016
Among Americans who have looked for a new job in the last two years, the % who…
79%
66%
63%
55%
32%
32%
28%
0% 20% 40% 60% 80% 100%
Online resources and information
Connections with family / friends
Professional / work connections
Acquaintances or friends of friends
Employment agencies (public / private)
Print ads
Job fairs, conferences, events
34%
20%
17%
7%
5%
4%
5%
0% 10% 20% 30% 40%
Source: Pew Research December 2015
Used in most recent search for a job Was most important resource
Online Dominates Job Search
Online Channels
• Job Boards
• Career Sites
• Job Boards
• Career Sites
• Paid Search
• Retargeting
• Native Content
• Communities
• Responsive Websites
• Responsive Emails
• Widgets/Apps
• Mobile Apps
• Chat
• Blogs
• Snapchat
• Tumblr
• Reviews
• Ratings
• Podcasts
• Medium
Online Talent Attraction: Reactive, Active Candidates, Transactional
Journey Start Awareness
Consideration
Apply
Hire
Promote
Job Board
Job Ad
Career
Site
Online Talent Attraction: Reactive, Active Candidates, Transactional
Journey Start Awareness
Consideration
Apply
Hire
Promote
Job Board
Job Ad
Career
Site
60% of HR professionals
- Express low
confidence in
current efforts
- View efforts as
innovative
SOURCE: Aberdeen Group 2016
How do we
reach and engage the
75% not actively looking?
Talent Relationship Acquisition Journey
Hires
Influencers
Search
Company
Reviews
News Site
Articles
AlumniTwitter
Job Boards
Career Sites
Email Lead
Nurturing
Personal
Network
Niche Sites
(Rigzone)
Talent Prospects
Candidates use average of
18 sources* and read 7-8
reviews before applying
Changes for Employers/HR/Recruiters
Changes for Employers/HR/Recruiters
Talent Acquisition
Reimagined
Three Pillars of Digital Talent Acquisition
Employer
Brand Content
Recruitment
Marketing
Employer
Branding
Rigzone Proprietary Research
Employer Branding 2016
52%
30%
11%
4%
3%
0% 13% 25% 38% 50% 63%
5- A great deal
4
3
2
1- Not at all
A Strong Company Brand and Reputation Attracts Talent
Source: Rigzone Employer Brand Survey May 2016
Q: If a company has a good reputation compared to its peers how much does this increase your likelihood to apply for a job there?
A Strong Employer Brand Means Lower Talent Acquisition Costs
5% less26%
6-10% less28%
11-20% less19%
20%+ less12%
No15%
Q: If a company has a good reputation compared to its peers, would you be prepared to be flexible about your salary?
Your Employer Brand Content Across Multiple Channels
Q: How important would you rate the credibility of content about employers from these sources?
Source: Rigzone Employer Brand Survey May 2016
64%
61%
57%
53%
52%
48%
47%
42%
41%
0% 18% 35% 53% 70%
Content from niche career sites (e.g. Rigzone)
My own network
Industry and Trade Publications
Articles from news sites (e.g. Business Insider)
Content from an employer's own career site
Events
Company review sites (e.g. Glassdoor, Vault)
Content from general job boards (e.g. Monster)
Social networks (e.g. Facebook, LinkedIn...)
Your Employer Brand Content Across Multiple Channels
Q: Please indicate which sources of information about employers you turn to first
Source: Rigzone Employer Brand Survey May 2016
21%
18%
18%
14%
14%
13%
13%
13%
11%
0% 6% 11% 17% 22% 28%
Employer's own career site
Search engines
Niche career sites
Industry and Trade Pubs
Articles from news sites
General job boards
Events
Social networks
Company review sites
Q: How important is this company-specific information to you when you are researching job
opportunities and potential employers?
85%
80%
75%
75%
74%
73%
70%
56%
0% 23% 45% 68% 90%
Financial stability of the company
Leadership
Rankings and reputation
Company initiatives around corporate…
Company innovation
Company culture
Company vision/mission statement
Geographic footprint
Your Employer Brand Goes Beyond Job Descriptions
Respondents asked to name
their top 3 ideal employers
Participants ranked important
employer attributes and
then rate their ideal employers
Global:
8,400 respondents,
over 100 countries
Top 12 Employer Brand Attributes
90%
88%
88%
88%
87%
87%
86%
85%
85%
83%
83%
83%
78% 80% 82% 84% 86% 88% 90% 92%
Commitment to health and safety
Competitive salary
Challenging / interesting work
Managed business with integrity
Strong training / development programs
Positive culture
Strong executive leadership
Health benefits
Opportunities for advancement
Financial performance of firm
Uses environmentally sound practices
Has corporate values I agree with
Top 12 Employer Brand Attributes for Millennials
90%
90%
88%
88%
88%
87%
86%
86%
85%
84%
82%
81%
75% 78% 80% 83% 85% 88% 90% 93%
Solid training and development programs
Commitment to health and safety
Competitive salary
Opportunities for advancement
Challenging / interesting work
Positive culture
Strong executive leadership
Manages business with integrity
Health benefits
Financial performance of firm
Industy innovator
Established leader in the industry
Factors of Importance to Women
Top 3 factors
93% 92% 91%
Manages business
with Integrity
1 2 3
Competitive salaryChallenging /
interesting work
Top 12 Employer Brand Attributes for Women
93%
92%
91%
91%
91%
89%
89%
88%
88%
87%
86%
86%
82% 84% 86% 88% 90% 92% 94%
Manages business with integrity
Competitive salary
Challenging / interesting work
Positive culture
Commitment to health and safety
Solid training and development programs
Strong executive leadership
Opportunities for promotion
Financial performance
Corporate values I agree with
Health benefits
Environmentally sound practices
7370 70 71
73 74 74 74 74 75 7577 77 78 79 80
6764
6163
61 61
65
57
66
60
6462
75
63
52
1313101063 31513159179 16 28
SOURCE: 2016 Edelman Trust Baramoter
Percent trust in own company within each industry by employees, and trust in that
industry sector among the general population
Trust in own
company
General
sector trust
Attracting from Outside the Industry: Trust Gap
2527
19
2528
33
27 2824
28
37
313230
48
24 25 26
21 21 22 2320
1619 19
14
19 18 18
8 9 8
1310 11
Employees Are Trusted Brand Advocates
Innovation effortsFinancial earnings
& operational
performance
Employees Most Trusted
Company CEO
Senior executive
Employee
Activist consumer
Academic
Media spokesperson
SOURCE: 2016 Edelman Trust Baramoter
Views on
industry issues
Partnerships/
programs to address
societal issues
Treatment of
employees/
customer
Business practices/
crisis handling
General population
Three Pillars of Digital Talent Acquisition
Employer
Branding
Recruitment
Marketing
Employer
Brand Content
Employer Brand Content
Employer Brand Content
Presentations Videos
eBooksArticles
Images Webinars
Apps eNewsletters
Infographics Blog Posts
SOURCE: Content Marketing Institute 2016 B2B and B2C Content Marketing Benchmark Reports
90%
87%
83%
82%
81%
77%
73%
62%
52%
48%
46%
43%
41%
40%
0% 23% 45% 68% 90% 113%
Social Media posts
Illustrations/Photos
eNewsletters
Videos
Articles on Your Site
Blogs
Live Events
Infographics
Hub Sites
Online Presentations
Branded Content Tools
Mobile Apps
Magazines
Webinars/Webcasts
93%
82%
81%
81%
81%
79%
79%
76%
71%
67%
66%
65%
0% 25% 50% 75% 100%
Social Media posts
Case Studies
Blogs
eNewsletters
Live Events
Articles on Site
Videos
Illustrations/Photos
White Papers
Infographics
Webinars/Webcasts
OnlinePresentations
Average Number
Used
12
Average Number
Used
13
Most Used Content TypesB2BB2C
Three Pillars of Digital Talent Acquisition
Employer
Branding
Recruitment
Marketing
Employer
Brand Content
Recruitment Marketing
Attract
Career SiteEmployer Brand ContentBlogs and Social Media
Partner SitesPromoters
Calls-to-ActionLanding Pages
Talent Conversion Forms
Email CampaignsTalent Lead TrackingNurture Workflows
ReportingSocial Inbox
Smart Content
Engage Hire Retain and delight
Talent
ProspectsVisitors Leads Employees Promoters
Welcome to the brave new world of talent acquisition in the digital age
1. Who owns employer branding?
7 Questions to Ask
1. Who owns employer branding?
2. Do we have a documented employer brand strategy and content plan?
7 Questions to Ask
1. Who owns employer branding?
2. Do we have a documented employer brand strategy and content plan?
3. Do we have compelling employer brand stories to tell?
7 Questions to Ask
1. Who owns employer branding?
2. Do we have a documented employer brand strategy and content plan?
3. Do we have compelling employer brand stories to tell?
4. How can we empower our own employees in helping us tell these stories?
7 Questions to Ask
1. Who owns employer branding?
2. Do we have a documented employer brand strategy and content plan?
3. Do we have compelling employer brand stories to tell?
4. How can we empower our own employees in helping us tell these stories?
5. Do our career site and technology stack support a positive employer band experience?
7 Questions to Ask
1. Who owns employer branding?
2. Do we have a documented employer brand strategy and content plan?
3. Do we have compelling employer brand stories to tell?
4. How can we empower our own employees in helping us tell these stories?
5. Do our career site and technology stack support a positive employer band experience?
6. Which partners can help us tell and promote our stories?
7 Questions to Ask
1. Who owns employer branding?
2. Do we have a documented employer brand strategy and content plan?
3. Do we have compelling employer brand stories to tell?
4. How can we empower our own employees in helping us tell these stories?
5. Do our career site and technology stack support a positive employer band experience?
6. Which partners can help us tell and promote our stories?
7. How will we measure success and improve our results over time?
7 Questions to Ask
Marketing Profs
Kissmetrics blog
CMI website
Slideshare
Marketing library
Helpful Resources
Your questionsYour Questions
To learn more about your company’s strengths and position in the market,
contact your account manager today or email us at sales@rigzone.com
Thank You
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