Marketing Hacks for Recruitment Teams Leela Srinivasan CMO, Lever @leelasrin @lever www.lever.co
Australasian Talent Conference 2016: marketing hacks presentation
Jan 23, 2017
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Transcript
Hiring remains hard; candidates are customers
Source: MRINetwork, May 2016
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Your prospect knows who you are
Your prospect is actively thinking about choosing you
Your prospect becomes a customer!
Your customer stays a customer and feels good about it
Your customer is out telling the world how great you are
The marketing funnel...works pretty well for recruiting
The marketing funnel...works pretty well for recruiting
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Your candidate knows who you are
Your candidate is actively thinking about choosing you
Your candidate becomes an employee!
Your employee stays an employee and feels good about it
Your employee is out telling the world how great you are
Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop, get it out there
Employee connections on LinkedIn beat Company Page followers by a mile
18x
“I used to think being a woman in tech meant simply accepting aggressive workplaces… At Lever, I am thrilled to be an integral piece of a diverse, inclusive, engaged, and impassioned team.”
Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop, get it out there
Use inbound (recruitment) marketing to pull the right candidates further into your funnel
Think low-budget breadcrumbs
Video at https://www.youtube.com/watch?v=BZwsOJ7oFGs&feature=youtu.be
Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop, get it out there
Use inbound (recruitment) marketing to pull the right candidates further into your funnel
Think about how to surprise and delight from the moment they sign
It’s literally never too early to plant advocacy seeds
Blog post on Lever GIFs: https://www.lever.co/blog/an-unforgettable-welcome-for-your-new-hireIncludes link to site where you, too, can start making free GIFs
Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop, get it out there
Use inbound (recruitment) marketing to pull the right candidates further into your funnel
Think about how to surprise and delight from the moment they sign
Empower and encourage authentic sharing of your employee experience
Create a virtuous cycle, authentically
...and then there’s measurement.
#DashboardsFTW
Other stuff we’re both thinking about
● Recycling warm leads // talent pools
● Tagging and segmentation
● NPS
● Humanization/ personalization
● Lifecycle experience
● RELATIONSHIPS
Your turn
Awareness
Consideration
Conversion
Loyalty/ retention
AdvocacyM
easurem
ent
1. Grab a partner
2. Draw a funnel
3. Come up with 1-3 things you could try
4. Think through how you might measure, test and learn your way to better results
IN CLOSING…
Get to know your Head of Marketing, really well.
Thanks for coming!More recruitment ideas at lever.co/blogSee our case study at hros.co
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