Recruitment Marketing 101: Thinking Like a Marketer to Promote Your Employer Brand
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Explore how to upgrade your employment brand and social media marketing strategies to help candidates develop a strong interest in your organization.
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Recruitment Marketing 101: Thinking Like a Marketer to Promote Your Employer Brand
- 1. Presentation Title February 10, 2015 Recruitment Marketing Thinking Like a Marketer to Promote Your Employer Brand
- 2. Webinar Tips for Attendees • You can connect to audio using your computer’s microphone and speakers. • Or, you may select “Use Telephone” after joining the Webinar. • All lines will be muted to avoid background noise. • You can ask questions at any time by typing them into the Questions Pane.
- 4. • Why Sourcers/Recruiters/HR Pros Should Care About Recruitment Marketing • The 4-Step Recruitment Marketing Process • Content & Engagement Best Practices • Q&A
- 5. Why You Should Care About Recruitment Marketing
- 7. 60% of the online recruiting process happens before a candidate ever directly contacts an employer or recruiter - Conference Board Reputation Matters
- 8. Your employer brand is your reputation, and if you don’t define it, someone else will!
- 9. The Impact of an Employer Brand Poor Employer Brand Low Brand Awareness Attrition Declined Offers Low Productivity Long Time-to-Hire High Cost-Per-Hire Poor Referral Programs Strong Employer Brand High Brand Awareness Retention More Job Offers Accepted Revenue Goes Up More Quality Applications Lower Cost-Per-Hire Higher Number of Referrals
- 10. 69%would not take a job with a company that had a bad reputation, even if they were unemployed! 94%are likely to apply to a job if the employer actively manages their employer brand
- 11. So, What is Recruitment Marketing?
- 12. Recruiting = Marketing Similar job responsibilities Externally focused Common business vision Concentration on future Recruiter Marketer Attract candidates & convert to hires Attract prospects & convert to clients
- 13. Think of Candidates as Leads
- 15. The 4-Step Recruitment Marketing Process
- 16. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 1: Attract Job Seekers
- 17. Understanding Our Audience 18Confidential, unpublished property of Cigna. Do not duplicate or distribute. Use and distribution limited solely to authorized personnel. © 2013 Cigna Step 1: Attract Understand Your Audience & Engage Them with Content
- 18. Today’s Candidates 51%have buyer’s remorse due to an inaccurate picture of the job 70%trust online reviews and ratings as a source of brand info 95% are influenced by reviews from those inside the company Every 46 seconds a job seeker is visiting a COX Glassdoor company profile
- 20. Repurpose Content Up to 4x GREAT READ @ Hubspot! New Data: What Types of Content Perform Best on Social Media?
- 21. But it can’t be all PUSH
- 22. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 2: Convert Job Seekers to Candidates
- 24. Points of Conversion • Job Descriptions • Tailored Landing Pages • Opt-In Forms • Your ATS messaging • Calls-to-Action
- 25. Job Description Best Practices Include the Basics Incorporate Search Engine Logic Be Clear Develop a Checklist and add HTML/Notepad to it! Be Authentic
- 26. SEO Custom Landing Pages Conversion Points Persona in a CRM
- 27. The “lead” should be able to glance at your email and, within five seconds, know the value it provides them. Lead Nurturing: E-mail Automation (drip marketing)
- 28. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 3: Close
- 29. We all have motivators. What gets you AMPT?
- 31. Driver #2: Money
- 34. #1 #2 #3 #4
- 35. Applicant ConversionTalent Pool Generation Seamless Apply Process Turn Employees into Talent Ambassadors Recruiting Methodology Step 4: Delight
- 36. • Job seekers are looking for the personal touch. About 2/3 expect more personalized communication, and about 2/3 also expect to get a call from HR after submission. More Communication • Base: All Qualified Job Seekers (n=316) • Q1180 Do you expect more personalized communication? • Q1185 Do you expect a call from a recruiter or hiring manager after submitting your applications? Yes 62% No 38% Expect More Personalized Communication Yes 67% No 33% Expect A Call From A Recruiter After Submitting Applications
- 37. Improving Candidate Experience • Base: All Qualified Job Seekers (n=316) • Q1110 What does a good job search / candidate experience mean to you? 40% 48% 48% 54% 56% 61% 61% The application submission process allows me to highlight to an employer my relevant experience and work history Open jobs for the company are easy to find Employers respond with phone calls The application submission process is quick I am updated on where I am in the process I am notified if I am not the correct fit for the position Employers respond quickly throughout the process Improving Candidate Experience
- 38. The Bottom Line • Win on Price Point: Pay Your People Well (easiest fix) • Win on Word of Mouth: Treat Your People Well (way tougher) • Win Share of Voice: Train Your People Effectively (Brand Ambassadors, Policy, Formal & Informal Learning) • Win Sentiment Analysis: Make work aspirational. • Win Brand Equity: Change the perception of HR by changing the way HR gets done.
- 39. Building a Culture of Transparency
- 40. Brand Ambassadors • Social Media TRAINING. • Governance is important, providing the proper training and resources is key. • Departmental Alignment • Identifying Influencers • Leadership • Recruiters • Marketing/Communications • Other • Define, then reinforce the “Why” • Data, Data, Data!
- 41. Why Glassdoor for COX • Stakeholder Objectives • Senior leadership expressed desire to pursue “Top Employer” status and improve the overall rankings of companies on Glassdoor (clout/pride) • Brand reputation destination to empower employees share their experience. • Data and Analytics • Client groups requesting insight around employer brand analytics • GD provides real-time robust metrics gateway; data of this nature typically had to be derived in an engagement survey. Our team’s now have on-demand access relevant data points. • Data creates a catalyst for action. • Content Distribution/Microsites • Successful pilot that resulted in 15X more traffic to our GD enhanced profile over competing social channels. • Search Engine Optimization • Humanize the story; outlet to create employee ambassadors.
- 42. Internal Outreach Campaign - Outline Tactic Execution Date(s) Details Intranet article Who/What/When/Where/How/Why Onboarding Drip to Candidates 30/60/90 day drip email reminding new hires to complete a review on Glassdoor Email Campaign via company newsletters Embedded calls-to-action in company newsletters prompting employees to leave reviews on GD Display ads on company intranet Link back to intranet article Display ads on company loop monitors Promote resource destination Campus Activations Target, educate and engage general employee population about Glassdoor, the survey, and the decision to become an Open Company Share results Determine reporting cadence
- 43. Fastest Growing Career Site Unique Users Mobile Users Content Job Clicks Visits 76% 23,000,000+ Unique Users Worldwide 66% 141% 84%176% -10% 0% 10% 20% 30% 40% 50% 60% 70% Jan Feb Mar Apr May Jun
- 44. High-quality applicants 2x applicant quality versus standard job boards
- 45. Questions?
Notes de l'éditeur
- Hi and thank you for joining our webinar “Recruitment Marketing 101: Thinking Like a Marketer to Promote Your Employer Brand”
- A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane and Matt and Holland will be happy to answer them at the end of the session. If we don’t get to your question on today’s webinar, we will follow up with you after the webinar.
- Holland Dombeck: Employment Branding Specialist for Cox Enterprises Holland is a marketer in the human capital and talent management arena, focused on delivering compelling content to you social streams and inbox daily. She is the former Editor of Fistful of Talent (now contributor) where she worked hand-in-glove with the site’s owner to create, produce, and manage The CYA Report (podcast) and The FOT Monthly (B2B webinar series). Holland Dombeck is currently an Employment Branding Specialist for Cox Enterprises, focused on developing a unified brand for the Cox Talent Acquisition function both internally with Cox employees and externally to future talent. Her scope of work spans Cox Enterprises, including: Cox Communications, Cox Media Group, Cox Automotive Inc. (AutoTrader.com, Kelly Blue Book, Manheim) and related subsidiaries of the Cox Enterprise. Matt Charney: Executive Editor at Recruiting Daily. Matt oversees editorial strategy and content marketing for RecruitingDaily’s portfolio of online properties. Prior to joining RecruitingBlogs, Matt served in marketing leadership roles at leading HR technology companies like Talemetry, CornerstoneOnDemand & Monster. Matt began his career as a corporate recruiter for such companies as Walt Disney and Warner Bros.
- My goal here today isn’t to convince you that marketing principals apply here. I think you know that. The goal is to figure out how you can put that mish mash of tips together to actually create an recruitment strategy that works. (Review Agenda Line By Line)
- Developing an effective employer brand is the foundation of an effective recruitment strategy. I think all of you can agree that with a powerful reputation comes quality candidates. Your employer brand is your reputation, and if you don’t define it, someone else will! With the rise of social media, your message is out there whether you want it to be or not. And I’m not saying to ignore this message that is out there either. Part of your Employer Brand is about the sentiment of potential applicants, current applicants and employees. However, it’s important to add your perspective and also measure progress over time with your employer brand.
- -Job applicants have access to more information about potential employers than ever before. Candidates can now weigh their options, comparing benefits and salary, and decide which opportunity and employer are right for them. It’s as much about the candidate interviewing you nowadays as you are them. -So, people are increasingly searching for a company to work for in the same way that they would search for a car, house, or restaurant. -That means that as a recruiter, you have to be able to market the strengths of your employer brand and stand out to the talent that you are trying to reach. This will help you get ahead of competition and ultimately land you more quality applicants and hires. -69% would not take a job with a company that had a bad reputation, even if they were unemployed! 84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation. And most in $75-100K salary range would only require a 1-10% salary increase to consider such a move (Allegis Group Services Study, Aug 2012: 1,010 US workers) *Source: Allegis Group Services Study, August 2012 (1,010 US Workers) Source: Glassdoor site survey oct. 2014 Smart organizations are joining the conversation to influence candidates. In today’s recruiting landscape, company information is out there whether you want it to be or not. If you aren’t actively managing your brand and reputation, someone else will write the story for you!
- Recruitment is marketing. We share similar responsibilities and have a common vision. It’s clear that if we take a step back and look at marketing principles, we can use those to make the recruiting process work more efficiently. It’s even more clear when you see people doing this really well.
- -Sometimes it’s hard to make the connection between your day to day and how that all aligns to this marketing campaign view, but in order to recruit like a marketer, you need to begin to think of your CANDIDATES AS LEADS! -It turns out, candidate behavior isn’t that different from the average consumer when it comes to making a decision online.
- We want to do our jobs smarter. We want great candidates coming to us so we can stop stalking our candidates. And in order to do that, we need to align our recruitment strategy to the marketing process.
- We are showing these processes aligned because sometimes it’s hard to make the connection between your day-to-day and how that aligns to recruitment marketing. As it turns out, candidate behavior isn’t that different from the average consumer when it comes to making a decision online.
- Questions to ask when seeking to understand your audience: -What is our audience doing in social media spaces we are interested in? -What motivates this behavior? -What social communities already are active in our space, or even around your brand? -Where are the conversations taking place? -Who is talking? -Are the speakers influential? -How are they referencing my brand and in what context? -Recruitment marketing is all about earning the attention of customers with things they find interesting like great content. Content is the 1 thing you MUST have to be able to do recruitment marketing. I think everyone was onboard until just now when they thought I told them they have to write to make this work. That’s not true. -If you don’t have much bandwidth (or interest) for creating original content, get creative! Share industry thought leadership or repurpose owned marketing materials.
- -In this era of transparency, more than ever, an employer's brand has a direct impact on their ability to attract and retain top talent -51% new employees have buyer’s remorse, 88% looking to leave within 6 months because hiring process failed to paint accurate picture of job -As a result, today’s candidates are looking for more than just the employer’s perspective (career site, job description, recruiter conversations) -They’re seeking out information from new channels that didn’t exist even 5 years ago and actually putting more trust in online research -95% say reviews from those on the inside are influential when deciding where to work and their turning to sites like Glassdoor to make more informed decisions. - At Cox we’ve call this change in candidate behavior the “yelp factor”, and for us, it’s impacting how candidates conduct their job search. Currently a job seeker is visiting a Cox profile on GD every 46 seconds!
- There are many channels and opportunities to share content Career Sites, Talent/Culture blog, Job Descriptions, and Social Media, including Glassdoor are all viable options Developing an effective employer brand is the foundation of an effective recruitment strategy. I think all of you can agree that with a powerful reputation comes quality candidates. Your employer brand is your reputation, and if you don’t define it, someone else will! You can define your EB through EVP projects, internal surveys, and then use these channels to convey that brand/tell that story. BUT THE KEY IS to find the right mix of inbound channels for your target audience and use them to market your roles, the same way a marketer would use similar channels to market a product. Corporate vs. call center Entry-level vs. C-Suite Millenials vs. Boomers
- Once you’ve found the balance for your recruitment marketing channels, you need to provide a reason for job seekers to engage with your brand. And that reason is CONTENT. Content can be a scary 7-letter word, but it doesn’t have to be that complicated. Content can be created in-house or via a third-party service like Outspoken Media, Scripted, Blog Mutt. You can repurpose what you already have but it needs to be created thoughtfully, considering the audience you are trying to reach and how they get information. For example, this presentation today is a piece of content I could repurpose. I could host a webinar, record this and post it on YouTube or even write a blog post about it and then embed my slides. I can get a lot of legs out of this without necessarily creating new content. Once you have your base set of content, you’ll want to begin breaking it up and plugging it into a content map and determine which pieces you’ll want to schedule using tools like Buffer, Hootsuite, CrowdBoost, and which you will push organically and who will own that process. Creating a content map aligned to specific goals helps ensure that you are sharing content that is relevant to your target audience and provides max ROI.
- You should aim to connect with potential new hires on these channels and use image rich, authentic and relatable content whenever possible. You should strive to continuously listen to our talent community, and be authentic by providing a means for two-way communication. Basically, don’t “set and forget” your recruitment marketing strategy. Have a plan and timeline to audit and update static channels like your career site to ensure the content being shared is CURRENT and RELEVANT. On social media, encourage participation and respond to inquiries – even negative ones. Remember, transparency requires you as a marketer to take on the good and the bad. With the rise of social and real-time information exchange, your message is out there whether you want it to be or not. And you should NOT ignore this message that is out there either. Part of understanding and marketing your Employer Brand is about the understanding your brand’s sentiment with potential applicants, current applicants and employees. However, it’s important to add your perspective and also measure progress over time with your employer brand. You can use tools like Radian6, Social Mention, TrackUr, or even Glassdoor, to help you measure brand’s sentiment externally. You can also launch internal employee opinion surveys to collect this data internally.
- Moving on to the second step in the marketing process – Covert. This is your opportunity to start collecting progressive information about your candidates so you can start to build that pipeline with candidates that are as ready to go as possible. No old contact information. In this phase, we really start to bring in those marketing principals and really the marketing tool belt – calls to actions, landing pages and forms. So how do you as a recruiter use the marketing tool belt to convert more applicants?
- You have a really important job. You have to create content that convinces someone that they want to wake up at 6:30 every day, sit in traffic, work all day and be grateful for the opportunity to do it. It’s an important decision and convincing is event more important right. Your great content and inbound marketing methodologies help you make potential and current employees make the right choice. Source: http://blogs.hbr.org/cs/2012/09/an_unlikely_partnership_when_h.html
- Be Clear -When no one is clicking on your Job Ads, review the first thing that candidates see when they find your job listing – job title. -Not using ambiguous titles -A/B testing, inside sales, account exec, account manager- test different titles and figure out what works for your company Incorporate Search Engine Logic -Because many candidates might be researching their current position’s salary or preparing for an interview, it’s important to incorporate search engine logic when naming the job. If it’s a tech job, avoid a title like “Coding Superstar.” Instead, use what search engines (and most people) will look for, like “Software Engineer,” “Web Developer,” etc. THE 140 RULE – ROLLED OUT A ‘CREATING COMPELLING JOB DESCRIPTIONS TRAINING’ Include The Basics -Perhaps you’re seeing a job generate lots of clicks but no one is applying. Check if your job description has all the right ingredients! -Believe it or not some of the above are left out of job ads. -Basics to include: Job title Location Details about the role Responsibilities Requirements Next steps to apply Develop a Checklist or a Template -Tailor the mission to the job -Avoid lengthy paragraphs -Use bullet points and LOTS of whitespace -illustrate your company’s value prop -provide minimum requirements or preferences -avoid too many requirements that might deter quality applicants from applying -Be consistent! Standardize once you have your template Be Authentic You don’t’ want to sound like everyone else. To attract the right candidates to your company, who will work out in the long run, you need to have an authentic voice and be open and transparent about what it’s like to work for your company. -Include links to reviews (the more candidates know about your company the better)
- Drive awareness to your site by investing in SEO The Landing Page is what people see once they click through on your offer If your goal is conversion, what can you share on that landing page that will maximize points of conversion? Serve up RELEVANT and COMPELLING content Day in the life Employee testimonials Video overview in :90 Seconds or Less! “How To” apply or land the job Links to reviews/featured reviews OR… Create a call to action via opt-in forms Develop a candidate persona and
- E-mail automation is simply an e-mail that sends without you having to type it again. I think an automated thank you or an automated no thank you is absolutely ok. It’s better than forgetting to do it altogether, right? The point is that you can start to put people into automated welcome streams to progressively contact them, check in and update details. Think of all the e-mails you manually type that don’t have a ton of detail in them. How could you automate that if you linked it up to your CRM and it triggered bc you marked the candidate as unqualified, for example. Drip campaigns in recruiting are any written communication that touches prospect after they take action (apply, register) Marketers would treat automated messaging in ATS as a marketing opportunity. Stale “thank-you for applying” emails – NO Offers, Learn More, Brand Building - YES
- Just taking those two steps, you’re inevitably starting to close more because your pipeline is more flush with candidates. This is where it’s so easy to get lazy and say “ok, we have more candidates. I’m sure there are great people in there. I’ll call them up, close them, done deal.” But that data from the last slide suggests that when you close can be now or later. So what marketing philosophies can you apply here to either follow up or ideally close the deal without the headache. Again, I know we don’t want to create any daily extra work so I brought some 1 time investment suggestions.
- Last but not least, let’s talk about delighting your customer. In this context of course, we’re really just talking about employer branding and employee engagement. How do we use marketing to do that?
- Source: Hodes
- Respond to reviews, aggregate data, drill into anomalies, create actionable plans!