recruitment marketing 101: thinking like a marketer to promote your employer brand

Presentation Title

February 10, 2015

Recruitment MarketingThinking Like a Marketer

to Promote Your Employer Brand

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Featured Speakers

• Why Sourcers/Recruiters/HR Pros Should

Care About Recruitment Marketing

• The 4-Step Recruitment Marketing Process

• Content & Engagement Best Practices

• Q&A

Why You Should Care About

Recruitment Marketing

60% of the online recruiting

process happens before a candidate ever directly contacts

an employer

or recruiter

- Conference Board

Reputation Matters

Your employer

brand is

your reputation,

and if you

don’t define it,

someone else will!

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

69%would not take a jobwith 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

So, What is Recruitment

Marketing?

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

Think of Candidates as Leads

The 4-Step Recruitment

Marketing Process

Applicant ConversionTalent Pool Generation Seamless Apply

Process

Turn Employees into

Talent Ambassadors

Recruiting Methodology

Step 1: Attract Job Seekers

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18Confidential, unpublished property of Cigna.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

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

Recruitment Marketing Channels

Repurpose Content Up to 4x

GREAT READ @ Hubspot!

New Data: What Types of

Content Perform Best on Social

Media?

But it can’t be all PUSH

Applicant ConversionTalent Pool Generation Seamless Apply

Process

Turn Employees into

Talent Ambassadors

Recruiting Methodology

Step 2: Convert Job Seekers to Candidates

The Bukowski Test

Points of Conversion

• Job Descriptions

• Tailored Landing

Pages

• Opt-In Forms

• Your ATS messaging

• Calls-to-Action

Job Description Best Practices

Include the Basics

Incorporate Search Engine Logic

Be Clear

Develop a Checklist and add HTML/Notepad to it!

Be Authentic

SEO Custom Landing Pages Conversion Points

Persona in a

CRM

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)

Applicant ConversionTalent Pool Generation Seamless Apply

Process

Turn Employees into

Talent Ambassadors

Recruiting Methodology

Step 3: Close

We all have motivators.

What gets you AMPT?

Driver #1: Advancement

Driver #2: Money

Driver #3: People

Driver #4: Technology

#1 #2

#3 #4

Applicant ConversionTalent Pool Generation Seamless Apply

Process

Turn Employees into

Talent Ambassadors

Recruiting Methodology

Step 4: Delight

• 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?

Yes62%

No38%

Expect More Personalized Communication

Yes67%

No33%

Expect A Call From A Recruiter After Submitting Applications

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 anemployer 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

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.

Building a Culture of

Transparency

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!

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.

Internal Outreach Campaign - Outline

Tactic Execution Date(s) Details

Intranet article Who/What/When/Where/How/Why

Onboarding Drip to Candidates30/60/90 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

Fastest Growing Career Site

Unique Users Mobile Users ContentJob 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

High-quality applicants

2x applicant quality versus standard job boards

Questions?