Trends in Recruitment Marketing

Trends in Recruitment Marketing

Chris BrablcDirector of Marketing

We live in a hyper-connected world

© 2015 SmashFly Technologies, Inc.

We create data, a lot of it


But we don’t use it well...yet


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


Awareness

Interest

Consideration

Selection

Finalist

Customer

The Talent Acquisition opportunity


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


Enter Recruitment Marketing.

Recruitment Marketing Umbrella


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


5 Fundamental Shifts in Talent Acquisition

Shift #1: Marketing brand over jobs


Jobs

Shift #1: Marketing brand over jobs


Employer Brand

Employee StoriesBrand Assets

Content

Ratings

Jobs

EVP

Messaging

Candidate Personas

Thought Leadership

Testimonials

Skills

Candidate development strategy


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


ATTRACT

ENGAGE

NURTURE

Recruiting

CONVERT

RecruitmentMarketing

Influencing business decisions with data


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


Applicants

Shift #3: Multiple CTAs throughout the process


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

Application retargeting campaign





Led to 182 Hires in 2014


Shift #4: Candidate Lifetime Value


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



Awareness

Consideration

NurtureDecision

Employee



Awareness

Consideration

NurtureDecision

Employee



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


Results

Improved applicant flow for CSR classes

Built talent pipelines for future classes

Better relationships with hiring managers

Customer Service Reps – Results


Shift #5: Source of Hire vs. Source of Influence




2 1

4 53

8 7 6

9



2 1

4 53

8 7 6

9Source of Hire

Tracking Candidate Touch-points



Recruitment Marketing Foundation

Technology Foundation

Employees

HRIS

Applicants

ATS

LeadsCRMSocial

Career Site

Employer Brand

ReferralsMobile

Job Distribution

SEO


Technology Foundation

Applicants

Employees

HRIS

ATS

RECRUITMENTMARKETINGPLATFORM

Leads


Strategic Foundation

Applicants

Employees

HRIS

ATS


Leads


Strategic Foundation

Applicants

Employees

HRIS

ATS


Leads


Trends in Recruitment Marketing

Retail