walking dead: reviving your talent networks
TRANSCRIPT
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WALKING DEADReviving Your Talent Networks!
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Presenter Info• Kris Dunn• CHRO of Kinetix RPO (RPO, Recruiting)• Founder of Fistful of Talent, The HR Capitalist• Hoops Junkie
• Tim Sackett• President of HRU Tech (Technical Contract Staffing)• Founder of The Tim Sackett Project• World’s Foremost Expert on Workplace Hugging
#Smashfly
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1#Smashfly
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Who are all these zombies? • People love to lurk around your
career site before they actually apply.
• The average candidate has stopped at your career site at least 30 days before ever applying.
• Many will never return, and you have no idea who they are and what they were looking for.
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Why do you even want these zombies? • You can make these zombies
your friends!
• This is the main input for developing talent networks.
• Ultimately, you want some of these zombies to be employees!
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You just need to find a way to get them all moving in the same direction! That’s the problem with zombies, they don’t work together. That’s where we come in – we need to find way to leverage all those numbers.
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74% of applicants drop off before completing the
application. Do you need another
reason?
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2#Smashfly
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What’s a Talent Network? • A Talent Network is a company
specific opt-in network that candidates can provide contact information in exchange for news about the companies careers.
• It really is an informal contract between both the company and the candidate.
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Talent Networks & Talent Communities• A talent community is a
member community. • Shared/common interest• Two-way engagement – content
is created and shared by all.• Extremely hard to maintain
• A Talent Network is designed to build talent pipelines.• Engagement is one-way• Content broadcasted• More control by organization.
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Why do you want one over the other?
- Talent Networks can easily be measured and directly correlate to placements.
- 70% of potential applicants drop off in your apply process. TNs bring back upwards of 20%.
- Talent Communities are hard to measure and utilize more resources.
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In either case…
You still need to offer and deliver information that is valuable to those you are reaching out to, that you want to join your network.
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Developing a Sustainable Content Strategy
• Replicate what is replicable.• People love bite-sized bits of data
– USA Today arts and charts• Have an editorial plan and
calendar. • Find out what your own people
are consuming. • Use apps like Feedly, Bloglovin’,
etc.
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3#Smashfly
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How to Develop Your Talent
Network Strategy
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Growing Your Talent Network• Where are you going to
allow candidates to opt-in from?• How and what types of
candidates your team will source.• Set expectations for the
value you will provide to your network.
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Targeting Candidate Populations• Once you get a candidate in your
system you need to segment.
• Job skill, job type, location, competitor, etc.
• It’s key to create talent pipelines from the candidates you engage with.
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Campaigning and Engagement• This can’t be Job Spam!
• Finds ways to make this valuable to your Talent Networks.
• You’ll need a system that enables targeted engagement, or make it super narrow on how you use talent networks.
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Fresh Candidates Taste Best! • Biggest flaw orgs will make is not
keeping candidate data fresh!
• Rule of thumb is at least annually, but it’s dependent upon industry and positions.
• Think about how people notify their social circles of changes – FB, LI, etc.
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Measuring Success • You need to understand what
messaging and content is compelling to which candidate population you are trying to connect with.
• What are the metrics you’re going to measure?
• How are you going to track these measures?
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4#Smashfly
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5 Ways Top Companies Are Utilizing Talent
Networks to Transform Zombies to Real Employees!
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The Washington Post• News happens all over the
world, all the time.
• The challenge: How do we engage freelance writers in a moment’s notice?
• Created their own talent networks between editors and writers.
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Eaton Corporation• Capturing 1000 contacts per day. • Challenge: How do we build pipelines of talent around major hiring
areas?• Built 23 talent networks around core disciplines, each with separate,
relevant messaging.
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CDW had major growth initiatives – they used employees stories, thank you messages and recruiter outreach through email at different automated touchpoints to keep talent pipelines fresh. Also, they use their Glassdoor rating pre- and post-apply to convert more leads.
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The Cheesecake Factory
• Added Talent Network Opt-In as part of their apply flow. • Captured email address as first
step, before apply. • Auto reminder email sent. • The result:• 182 hires, from 1,000
candidates who never completed apply process!
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• Invite previous applicants to join.• Get recruiters to prospective candidates• Add opt-in form to apply flow. • 300,000 in talent network in first two years.
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5#Smashfly
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Ask the Expert! • Derina Adamczak• TA Manager – Meijer • Former Global Recruitment
Marketing Manager – CH2M
• Recruitment Marketing Expert!
• Rollins College Alum – Who is the most famous Alum from Rollins?
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6#Smashfly
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Okay, I’ve got their contact info, now what?#1 – Develop an email strategy that continues to reach out to them and let them know you’re interested.
#2 – Separate by area and have special events in those areas you can invite them to.
#3 – Make them feel special! Give them a phone number, email, etc. which gives them direct access to a real person – around the process!
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7#Smashfly
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Measuring the Success of Talent
Networks
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Collect the Data that Matters! • Views – general direction of how
candidates react to your brand
• Call-to-Action Clicks – what are you asking the candidate to do?
• Opt-Outs – Helps you understand if you’re hitting your target
• Phone Calls – it’s the life blood of what we do in TA.
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It’s not about numbers, it’s about Quality!• Qualified candidates – how do
you define? • After an interview• At a certain point in your process
• Hires• What sources are they coming
from?• Does this match up with sources
of candidates?
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Tracking Candidates• Source Code Tracking:
• ATS custom source codes – to know exactly where someone comes from.
• Relying on recruiters to input this data can get very sketchy.
• Your ATS should have this, and source coding within Job Distribution.
• Side by Side Tracking: • Candidates find your job on a job board,
but then applies on your career site. What is the real source?
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Tim:[email protected]: @TimSackettLinkedIn: www.linkedin.com/in/timsackett
Kris:[email protected]: @kris_dunnLinkedIn: www.linkedin.com/in/krisdunn