capturing the digital candidate | hr symposium houston 2014

© 2014 CareerBuilder© 2014 CareerBuilder

Keith Hadley, Practice Leader, Employer Branding

@keithhadley

HR SYMPOSIUM – HOUSTONMAY 15, 2014

CAPTURING THE DIGITAL CANDIDATEBUILDING COMPETITIVE ADVANTAGE

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HUMAN CAPITAL IS EXPENSIVE

2 |

U.S. Alone, spent,

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WARM UP QUIZ

OK – easy one… what’s our current unemployment rate?

• Nation - 6.3%

• TX – 5.5% (17th in nation!)

• IL - 8.4% (49th)

Employment trend in Houston MSP? Growing or shrinking?

Source: BLS Data

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GROWING!

By 10% from 2008 to 2014

Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014

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SO WHY DON’T WE ALL MOVE TO HOUSTON?

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WARM UP QUIZ

Top growing occupations (by volume)?

Source: CareerBuilder EMSI/Supply & Demand Portal – 3/13/2014

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TALENT SUPPLY & DEMAND

Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014

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FASTEST GROWING INDUSTRIES?

Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014

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FASTEST GROWING ROLES WITHIN INDUSTRY?

Source: CareerBuilder EMSI/Supply & Demand Portal – 4/28/2014

Roustabouts, Oil and Gas

Geological and Petroleum Technicians

General and Operations Managers

Petroleum Pump System Operators, Refinery Operators, and Gaugers

Accountants and Auditors

Geoscientists, Except Hydrologists and Geographers

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

Volume Growth 2008-2014

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WHERE TO SOURCE THEM?

Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014

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COMPUTER SYSTEMS ANALYSTS?

Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014

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REGISTERED NURSES?

Source: CareerBuilder EMSI/Supply & Demand Portal – 5/15/2014

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Is education keeping up with demand?

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College Market Analyst

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ABOUT US…

CareerBuilder’s mission is to empower employment.  We are striving to organize all the world’s human capital data and make it meaningful for society.

Predictive Data

Candidate Sourcing

HR Software

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SKILLS GAP?

Cannot find QUALIFIED CANDIDATES

Employers have difficulty filling positions

Source: CareerBuilder and Inavero Candidate Behavior Study 2014

8 in 10

>50%

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TOP 10 MOST DIFFICULT JOBS TO FILL

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SOURCE: Manpower Global Hiring Survey 2013

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COMPETING FOR TOP TALENT(AN EMERGING HR DISCIPLINE)

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THE RECESSION-PROOF CANDIDATE

Investigation of Employers

Research

Networking

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SHIFT IN MINDSET

COMPETING FOR TALENT

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THE NEW DIGITAL SEARCH

“Our job, if we’re trying to get closer to our customers, is to be there when they are looking for things about our company”

–Beth Comstock, SVP & CMO of GE

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THE CONSUMER CANDIDATE

search for jobs while at work

different resources are used

on average before applying to a job

Of full-time employed workers are actively looking or open to new job opportunities

Source: CareerBuilder and Inavero Candidate Behavior Study 2013

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BRAND MATTERS

of candidates believe employment brand plays a key role in their decision whether or not to apply.

Key components that make a company attractive:

for treating an employee well.

Source: CareerBuilder and Inavero Candidate Behavior Study 2013

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LIVING IN A FRAGMENTED MEDIA ENIVORNMENT

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MEDIA ENVIRONMENT TODAY

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1084

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THE CANDIDATE PROCESS

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Source: CareerBuilder and Inavero Candidate Behavior Study 2013

15%

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TECH/IT CANDIDATE PROCESS

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61%

77%

81%77%

58%15%

73%

Employer is Responsive

Job BoardsCandidate Experience

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CANDIDATES VS. RECRUITERS

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PERCEPTION PERCEPTION

Candidates expand their search to include other

companies.Using Social Media to search

for jobs.

REALITY

Using Social Media sites to search for jobs..

REALITY

Candidates who begin with a specific company in mind, remain loyal to that company and don’t

expand.

RECRUITER PERCEPTION

CANDIDATE REALITYSource: CareerBuilder and Inavero Candidate Behavior Study 2013

18%

89%

PERCEPTION

Used other social media to contact people about job

opportunities at least once.

REALITY

Used other social media to contact people about job

opportunities at least once.

17%

90%

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Source: NBC News

A Whole New Way to Communicate

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BE MOBILE

vs.

30 |

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NO MOBILE? YOU’RE GETTING LAPPED

9 million people

searched for jobs

via mobile in

December 2013

(that’s up from

6 million

in January 2013)

45% of all of CB’s traffic each month comes from mobile devices – even worse, when they encounter a non-mobile friendly apply process, 40% will drop off.

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THE THREE EXPECTATIONS

Easy Transparent Personal

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HUMAN RESOURCE INVESTMENTS

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Source: CareerBuilder U.S. Jobs Forecast 2014

22%Mobile readiness

Where do companies plan to invest additional resources into their recruitment strategy for 2014?

22%Enhancements to company career site

16%Front office tools

29%Workforce analytics/ Access to data

11%Other

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STRATEGIES FOR BUILDING COMPETITIVE ADVANTAGE

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WHAT METRICS DO YOU USE?

Time to Fill

Quality of Hire Cost per Hire

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THINK LIKE A MARKETER

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HOW MARKETERS APPROACH THIS

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VISUAL STORY

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VISUAL STORY

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WHAT’S YOUR BEST STORY?

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Performs Above – Less Important to Talent Performs Above – Important to Talent

Performs Below – Less Important to Talent Performs Below – Important to Talent

EXTERNAL IMPORTANCE vs. INTERNAL PERFORMANCE

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Compensation

Benefits Work-life balance

AdvancementAppreciation

Financially strong

Challenging work

Training

Reputation

Culture

Ideas impact organization

High-quality products Well-performing industry Embraces diversity

Gives back

Innovator

Environmentally conscious

Factor Importance

Fa

cto

r P

erf

orm

an

ce

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POWERFUL BRAND STORY

BRAND

Authentic

Vision

Unique Attractive

To your employees

From your competitors

To your candidates

Aligned with leaders

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EASY

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CANDIDATE EXPECATIONS TODAY

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EASY

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CAPITALIZE ON INTEREST

ATS (application system) application process

RegisterFill out

personal info

Upload resume

Email verify

Search openings

66-85% of candidates who enter an ATS (application system) do not finish the application process

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TALENT NETWORKS

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SIMPLIFY THE PROCESS

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What is continuous recruitment?

The process of sourcing and connecting with candidates even if there are no current open positions that suit their interests or abilities.

72% of employers said the strategy reduces time to hire

41% say it reduces cost per hire.

Source: Talent Equation

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BRINGING IT ALL TOGETHER

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Talent Market Insight

Employment Brand(EVP & Design)

Media Strategy:Job BoardsNiche Sites

Natural SearchCampaigns

CampusVideo - MobileSocial Media

Software Experience

Site + Talent Network + ATS

First 3-6 monthsOngoing

Generates candidates flow to…

Capture recruitment performance data

Performance Data:

Feedback Loop. Ongoing brand management of CB Media

and Software Platform

Predictive Data Candidate Sourcing HR Software

MODERN RECRUITMENT ENGINE

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TRUE INNOVATION – MOON SHOTS FOR HR

Data junkie

1-click apply

Live cam

Words or stock photos

Req-less recruiting engine

UX for your recruiters… One login

Talent advisors

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Thanks!

@KeithHadley

careerbuildermedia.com

careerbuilder.com/candidatebehavior

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www.careerbuilder.com/candidatebehavior

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QUESTIONS? MORE INFO?