ensuring roi by transforming your candidates into a reliable and interactive talent community

Ensuring ROI by Transforming Your Candidates into a Reliable and Interactive Talent Community

© Seven Step RPO. All rights reserved.

How do you define a Talent Community?

Talent = a person of ability or a

group of persons of ability in a

field or activity

Community = a unified body of

individuals, linked by a

common interest or a social

activity

Talent Community = a group of persons

of ability in a field or activity linked by a

common interest or social activity


Defining a Talent Community

All are a group of persons of ability

linked by a common interest

in a company

What is your definition of a

Talent Community?

Interested in your

company

Applied to a job

May be interested in applying

Connected with your company

Applied but not Hired

Applied to a specific

job


Temp/Contract

Print

3rd Party

Social Media

Rehires

College

Recruiter Initiated

Career Site

Job Boards

Referrals

Do Talent Communities Drive Hires?

56.8% of all hiresare relationship or brand driven

CareerXroads Source of Hire Report

It’s simple; if the relationship with your company does not continue, candidates will not come back and apply to new jobs.


Then…Companies realized they needed to have a

Talent Community.

Now…You have a talent community, but how do you

decide what to do with it and keep it engaged?


1. Consolidate your talent community into one accessible area

2. Communicate with your candidates

3. Create engaging content

4. Use data for review and reinvention

Steps for a Reliable & Interactive Community


WHERE IS YOUR TALENT COMMUNITY?


Is this available on your career site?

Does it have a dedicated page or section?

Are there clear instructions on how to join?

How Can Someone Join Your Talent Community?


How Do You Consolidate Your Community?

ATS

CRM

RMP

Single Platform

There needs to one collective area of for your candidates. This way you can consistently communicate and engage with them.


COMMUNICATING WITH YOUR COMMUNITY


1. What type of content do you want to send?

2. How often do you want to send this content?

3. Who are you sending the content to?

4. Who will send the content?

5. When will you send the content?

Answer These Questions


• Apply confirmation emails

• Segmented email campaigns

• Careers based newsletter

• Holiday postcards or emails

• Follow your company’s career social media pages

• Company news, announcement, award, etc.

• Invitation to company events, webinars, job fairs, etc.

Types of Content


SendCreateDate

• Don’t overwhelm your audience• Create a schedule of sending content

– For example, specific holidays:

How Often Do You Send Messages?

Month

May Mother’s Day 5/11/2014 4/28/2014 5/9/2014

May Mother’s Day 5/26/2014 5/12/2014 5/23/2014

June Father’s Day 6/15/2014 6/2/2014 6/13/2014

June 1st Day of Summer 6/21/2014 6/6/2014 6/20/2014

July Independence Day 7/4/2014 6/19/2014 7/3/2014

September Labor Day 9/1/2014 8/18/2014 8/29/2014

September 1st Day of Fall 9/23/2014 9/9/2014 9/23/2014

Cost Per ForwardHoliday

Mother’s Day

Mother’s Day

Father’s Day

1st Day of Summer

Independence Day

Labor Day

1st Day of Fall


• There is no one-size-fits-all email, so segmentation is key

• Your candidates have different skills and are at different points in their career

• Tailor your email to the audience who will respond and benefit the most from that information

• Show your candidates that they are relevant and important

Who Are You Sending Content To?

Ideas for Segmentation

Skill-set

Location

Specific industry

Current company

School attended

Seniority level

Stage in apply process


• How personalized should the email be?Specific individual, Company Name

• What type of campaign you are sending?Monthly Newsletter: no-reply email, designated emailCareer Event: include return email

Who Will Send the Content?

How large of a group you are sending information to?


Test your emails to see which times work best for your audience

When To Send Content?

Candidates are more likely to open an email after 12pm, and the most active hours are 2-5pm

(Source: MailChimp)

Most emails are sent between Monday and Friday. Tuesday and Thursday are the highest-volume days

(Source: MailChimp)

Emails Open by Day of Week

Email Opens by Time of Day


CREATING ENGAGING CONTENT


1. What type of content are you sending?

2. What is the design and format of your email?

3. Which tools can you use to create content?

4. How do you find the best content for your audience?

Answer These Questions


Subject Lines

• The subject line needs to be enticing or the email won’t be opened

• Use ‘Subject Line Checker’ to see if your characters fit the email preview

Quick Tips

Don’t make it too long

Be specific and straightforward

Don’t over sell

Ask a question


• Include a branded header that includes the company logo

• May want include a header photo

• Use wording that gives insight to company and culture

• Include some type of plain text (HTML may not work in some emails)

• Always include a link to your career site

• Include icons for your social media sites

Design of Email

Quick Tips Include company logo

Branded language

Use plain text and HTML

Drive candidates to career site

Connect social media accounts


• Purpose of the email(clear call-to-action)

• Prominent placement(preferably near the top)

• Call-to-action must stand out (different color, bolded, hyperlink)

• Use action-oriented language (view, learn, access, etc.)

Call-To-Actions

Quick Tips

Must be clear

Don’t use the words “click here”

Make it noticeable

Examples:


Does the email…

• Represent the company and brand well?

• Include the company name in the subject line, sender information or first few lines?

• Incorporate company logo in the header image?

• Include specific company content that will reflect your employer brand?

Branding

Company Content

Employee profiles

Fun facts

Company news

Benefits and perks

Upcoming events


• Readers spend 3 to 10 seconds reading an email

• No one wants to spend time reading a wordy email

• Don’t lose interest from prospective candidates due to a lengthy email

Be Direct

*From the Association of Email Marketing Benchmark Report


• MailChimp is an online marketing solution that allows you to create email templates

Benefits of using this tool: Free to register and create templates

Can create any number of different designs

Allows you to add HTML images

Can preview your templates in both email and mobile formats

Track results of campaigns

Tool to Create Email Templates


Tools to Format Email Templates

Google Chrome Extensions

Microsoft Office Tools

Allows you to get a color reading from any point in your browser, and paste it

into another program

Allows you to inspect and find a specific font

(including size and line height) from a web page

Allows you to take a screenshot of an entire

webpage and then make certain edits


• Company WebsiteBlogs, press releases, whitepapers, content management systems

• Free stock photos

• Google ImagesSearch by “usage rights” to find photos for commercial reuse

Where to Find Photos


• 1-week follow up email after applying to a job

• Explain how candidates can continue to stay engaged with your company

Example: Continuing Engagement

“After a candidate applies, how can we get them to connect with the company further?”“


Examples Holiday Email

“How do we personalize the email to increase click-through-rates and show appreciation for them being a part of the community?”“

• Holiday & event specific communications

• Include a link to view jobs or visit your company’s career site


Example: Career Event

• Promote a career event, job fair, or MeetUp group

• Can get news out about your company, as well as highlighting open jobs

“How do we let potential talent know about exciting upcoming hiring events?”“


Example: Segmentation

“What new, innovative, or exciting things are happening at your company that we want to share?”“

• Use email as a way to segment your Talent Community

• Share relevant, targeted information to the audience that will benefit the most


USING DATA TO REVIEW AND MEASURE SUCCESS


• How many people open your email?

• How many people click on your links in your email?

• How many people unsubscribe?

• Layout and design of template

• Timing of the email sent

• Different content used

• Variety of call-to-actions

• Who the email comes from

• Tone of the email

Test and Measure All Emails

Email Campaign Metrics Email Campaign A/B Tests


A Successful Talent Community

Increase in visitors to career

site

Increase in return applicants

Increase in hiresCandidate

incubation time has decreased


Actual Hire Story

Candidate

Visits Company Website Visits Career Site Joins the Talent

CommunityReceives June

2013 Newsletter

Recruiter sends email from CRM

Receives August 2013 Newsletter

Recruiter mentions Job #2

Clicked “View All Open Jobs”

Applied to Job #3

Hired for Job #3

• Applications were driven from five (5) different sources• Without additional communication channels this

candidate would not have been hired

Applied to Job #1

Receives 4th of July Email

Clicked “View All Open Jobs”

Impression

Apply Start

Hire


Case Study

1 Apply 2 Apply 3+ Applies

698

399

962

47% of candidates applied 3 or more times

before being hired

What is the impact of creating a talent community and having return applicants?

This shows there are quality candidates already in your community of applicants, and we need to constantly communicate with them to get hires.


Case Study

The long-term impact of a talent community strategy

If you communicate and keep your talent community engaged, you can predict a growth in return applies

2011 2012 2013 2014 2015 20160

50,000

100,000

150,000

200,000

250,000

# of Return AppliesLinear (# of Return Applies)


IMPLEMENTING COMMUNICATION


The important thing is…Continuous Interaction and Engagement

Consolidate your talent community into one accessible area

Communicate with your candidates Create engaging content Use data for review and reinvention

Utilizing Your Talent Community


• You can download this presentation at:

http://good.sevensteprpo.com/sourcecon

Thank You!



ensuring roi by transforming your candidates into a reliable and interactive talent community

Business