recruitment marketing 101: thinking like a marketer to promote your employer brand
TRANSCRIPT
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18Confidential, unpublished property of Cigna.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?