key trends in 2015 for digital recruitment marketing - christer holloman
TRANSCRIPT
Key Trends in 2015 for
Digital Recruitment Marketing
By Christer Holloman
Twitter: @holloman
Email: [email protected]
Agenda
Mega Trends 15 min
• Always Connected
• Transparent World
• Blurred Lines
Top Tips 15 min
• Short term: How To Deal With Online Reviews
• Long term: How To Build A Digital Employer Brand
Case: HCL 10 min
Conclusion 1 min
MEGA TREND 1:
Always Connected
MEGA TREND 2:
The Transparent World
Hotel that went out of business because of Tripadvisor
Uber in belgium?
London cab drivers protesting?
“I never heard anything for weeks after the
interview, then by the time I did hear from
them I accepted a job somewhere else."
“This wasn’t a very progressive interview. I had to
talk about my resume 5 times with 5 different
people."
“I got the sense that they were really disorganized.
It seemed like they didn’t remember I was
scheduled to interview."
#1
If it can be FREE, it will be FREE
#2
If it can be SHARED, it will be SHARED
#3
If it can be RATED, it will be RATED
60%Wish they had a better
understanding of fair market
compensation for a job.
77%Say company culture is just as
important to them as salary.
71%Say reviews from family
members or friends exert
influence when deciding to use or
not use a company, brand or
product.
74%Of job seekers say they are very
likely to read employee reviews
before accepting a job offer.
64%Say they’ve found a new job
different than expectations
22%Employers have seen a reduction
in turnover among new employees
that consumed reviews prior to
joining
MEGA TREND 3:
Blurred Lines
A classic support forum:
High FTE involvement, struggles during traffic peaks
Peer-to-peer communities:
Little FTE involvement, customers solve the majority of
questions
??
!!!
FTEs Customers Company Empowered
Customers
Customers
!!! ??
Cost Saving
• Customer Care saving of 50% vs traditional methods
Happier Customers
• NPS = +70 (Q4 2011)
Reduced Churn
• 31% Reduction in 12mth churn (Posting once in forum)
• 41% Reduction in 12mth churn (Reading more than 5
pages)
• 52% Reduction in 12mth churn (Receiving any Payback)
TOP TIPS:
How To Deal With Online Reviews
#1 Don’t be afraid
#2 Take good with bad
#3 Fix the problem
#4 Promote the good
#5 Encourage & Engage
TOP TIPS:
How To Build A
Digital Employer Brand
84%Would leave their current job for a company with an excellent reputation69%of jobseekers would not
take a job with a company
that had a bad reputation
The Power of Employer Branding
96% read reviews before accepting a job offer
If you don’t tell your story,
someone else will tell
their version of it
Step 1: Assemble
Step 2: Arm
Step 3: Amplify
Career Sites
“I love working at Marketo.
We have a strong team of
extremely talented people who
are relentless overachievers.
You can feel the buzz of
energy as soon as you walk
into the office.”
Marketo
Professional Services
Networking and
Events
Highlight the good
on career site and
social media
Online
Profiles
THEN WHAT…
Read
Be a marketeer
Listen in, join in
ROI
CASE:
HCL
CONCLUSION
Always Connected
Transparent World
Blurred Lines
Key Trends in 2015 for
Digital Recruitment Marketing
By Christer Holloman
Twitter: @holloman
Email: [email protected]